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Abstract Studies of trademark translation have a two-fold significance. For one thing, it broadens the research scope of trademark naming and linguistics. For another, excellent trademark translation brings enormous wealth to companies. Based on cognitive metaphor theory, this paper starts with the literature review of English trademark translation in recent years after introducing the essence of trademarks and the distinct features between Chinese and English trademarks. Then it elaborates the concept of cognitive metaphor theory from several aspects: definition, universality, classification, and working mechanism. Finally it discusses four ways of applying cognitive metaphor into the translation of English trademarks. They are: complementary translation, transliteration, literal translation and creative method.53665
Key words: cognitive metaphor; English trademark; trademark translation
摘要商标翻译有着双重的研究意义，一方面能拓宽商标命名和语言学的研究空间，另一方面好的商标翻译可以给企业带来巨大的财富。本文将认知隐喻理论运用到英语商标翻译的研究中，首先介绍商标本质，对比中英商标的特点，接着对近几年英语商标的翻译进行文献综述。再从定义、普遍性、分类、工作机制等几个方面来理解认知隐喻的概念。然后讨论将该理论应用到英语商标翻译中的四种方法：音意结合、音译、直译、创新法。
毕业论文关键词：认知隐喻；英语商标；商标翻译
Contents
1. Introduction 1
2. On English Trademarks 1
2.1 Brief Introduction to Trademarks 1
2.2 Studies on Different Perspectives of English Trademark Translation 3
3. Cognitive Metaphor Theory 4
3.1 Introduction to Cognitive Metaphor 4
3.2 Working Mechanism 5
4. Application of Cognitive Metaphor to the Translation of English Trademarks 7
4.1 Complementary Translation 7
4.2 Transliteration 9
4.3 Literal Translation 10
4.4 Creative Method 11
5. Conclusion 13
Works Cited 15
1. Introduction
Studies of trademark translation have a two-fold significance. For one thing, it broadens the research scope of trademark naming as well as linguistics, thus promoting the process of integration of theoretical research and practical application. In addition, since there are no fixed standards and modes for trademark translation at home, especially for English trademark translation, the study of it becomes more valuable. For another, excellent trademark translation brings enormous wealth to companies. In today’s globalized world, large numbers of brands worldwide converge on the Chinese market, which makes translation of English trademarks an important task for foreign companies.
Recently, experts have started intensive research on it. Therefore, more and more theories are applied into the translation of trademarks. However, few people do the research of trademark translation by employing cognitive metaphor theory. In fact, metaphor, “a central tool of our cognitive apparatus, has been of interest to scholars in a wide range of disciplines, including linguistics, psychology, philosophy and literature” (Cameron & Low, 2001: x). With the perfection of cognitive metaphor theory, it is possible that it should become the theoretical basis of trademark translation.