摘要商标是商品的名字，是商品广告不可缺少的一部分，是现代经济的产物，是用来区别一个商品的品牌或服务和其他商品或服务不同之处的一个标记。一个好的商标可以便利于消费者认牌购货，有利于宣传此产品，有利于美化商品和开展国际贸易。在经济全球化不断发展的今天，要想商品成功进入国际市场，好的商标翻译必不可少。商标翻译是指把商标的源出国语言转化为目的国语言的这一过程，一般而言，商标的译名即等同于商标，所以翻译一个好的译名是建立一个成功的，国际化品牌的基础。尤其是在如今国际市场竞争日益激烈的情况下，对商标翻译的研究呈现出很大的必要性和紧迫感，从而这成为了一个意义重大的热点问题。我国学者对商标翻译的研究开始于20世纪80年代，并总结了一些翻译方法和策略。然而目前商标翻译的研究还有一些局限性，因而本文将从奈达的功能对等理论出发，来探索商标翻译的原则和方法。本文旨在以研究分析功能对等理论为基础，通过研究翻译在网上收集到的150个英文商标的中文译法，采取定量分析和定性分析结合的方法，来分析总结商标翻译采取的直接翻译和间接翻译方法，来更好的指导商标翻译。关键词：商标，功能对等，翻译方法，翻译IAbstractAtrademarkisthenameofacommodity,anindispensablepartofaproductadvertisement,aproductofamoderneconomy,andamarkusedtodistinguishoneoperator'sbrandorservicefromotheroperators'goodsorservices.Agoodtrademarkcanfacilitatethepurchaseofgoodsbyconsumers,facilitatethepromotionofmerchandiseadvertisements,beautifytheproducts,andconductinternationaltrade.Today,withthecontinuousdevelopmentofeconomicglobalization,goodtrademarktranslationisindispensableforsuccessfulentryofgoodsintotheinternationalmarket.Trademarktranslationreferstothetranslationofthesourceofthetrademarkintothelanguageofthedestinationcountry.Sincethetranslationofthetrademarkisequivalenttothetrademark,agoodtranslationisthebasisforestablishingasuccessfulinternationalbrand.Especiallyinthepremiseoftoday'sinternationalmarket,thestudyoftrademarktranslationshowsthenecessityandurgency,whichhasbecomeahotissuewithrealisticsignificance.Chinesescholars'researchontrademarktranslationbeganinthe1980sandsummarizedsometranslationmethodsandstrategies.However,therearestillsomelimitationsinthestudyoftrademarktranslation.Therefore,thispaperwillexploretheprinciplesandmethodsoftrademarktranslationfromtheperspectiveofNida’sfunctionalequivalencetheory.ThispaperaimstoanalyzeandtranslatetheChinesetranslationof150EnglishtrademarkscollectedontheInternetthroughtheresearchandanalysisofthefunctionalequivalencetheory,andadoptacombinationofquantitativeanalysisandqualitativeanalysistoanalyzeandsummarizethedirectandindirecttranslationmethodsoftrademarktranslationsoastobetterguidethetranslationoftrademarks.Keywords:trademark,functionalequivalence,translationmethods,translationII目录摘要IAbstractIIChapter1Introduction11.1Background11.2Researchsignificance11.3Objectiveofthestudy21.4Outlineofthethesis2Chapter2LiteratureReview42.1Anoverviewoftrademarks42.1.1Thedefinitionoftrademarks42.1.2Typesoftrademarks42.1.3Functionsoftrademarks42.2Previousstudiesontrademarktranslationathome62.3Previousstudiesontrademarktranslationabroad8Chapter3ResearchDesign103.1TheoreticalFramework103.1.1Introductiontofunctionalequivalencetheory103.1.2FourPrinciplesoffunctionalequivalencetheory113.1.3Threetranslationstepsoffunctionalequivalence113.1.4Thefeasibilityofthefunctionalequivalencetheorywhenappliedinthetrademarktranslation123.2Researchmethodsandsteps13Chapter4TranslationMethodsandCaseAnalysis144.1Trademarktranslations...
