On Translation Aesthetics of English Trademarks into Chinese and Its Commercial Value

Abstract With the development of economic globalization, companies of different countries are developing their business all around the world。 Since China's accession to the WTO, innumerable foreign products have flooded into China。 A trademark is a recognizable sign, design, or expression used by a business operator in order to identify the products or services from those of others。 As a result, it plays an increasingly important role in this competition since it not only serves to distinguish goods or services from different providers, but also represents the reputations and the images of different enterprises。 As a consequence, the translation of English trademarks into Chinese appears to be particularly important for those enterprises。75263

In this paper, I try to look into the application of Translation Aesthetics in trademark translation from an artistic and market economy perspective。 I try to combine Translation Aesthetics and the methods of trademark translation together and take the “3-Beauty” theory and the principle of faithfulness, expressiveness and elegance as the standard to analyze some cases。 The cases are classified into 3 types。 The first is Transliteration with Translation Aesthetics and I take Pantene (潘婷) and Reebok (锐步) as examples; the second is Free Translation with Translation Aesthetics and I take Clear (清扬)and Walkman (随身听) as examples; the third is Translation Aesthetics of the combination of Transliteration with Free Translation and I take Jaguar（捷豹）and Lock & Lock（乐扣乐扣）as examples。 I also discuss the possible reasons that may lead to the failure of trademark translations and demonstrate with an example (Make up forever（浮生若梦）。

In the end, I made a conclusion of the things that need to be paid attention to during the trademark translation。 And I think trademark translation is a process of transforming beauty and creating beauty, so it’s workable to combine the theories of Translation Aesthetics with the translation process of English trademarks into Chinese。

Keyword: trademark translation； translation aesthetics； cultural factors；Economic Globalization

商标英译中的翻译美学含蕴及其商业价值

摘要随着经济全球化的进程加深，不同国家的公司正在世界各地拓展他们的商业版图。自从中国加入世贸组织以后，无数的外国品牌外国商品涌入了中国市场。而商标作为一个非常具有辨识性的标志，设计，或者说表达，是区别不同品牌的重要手段之一。因此，它在品牌的市场竞争中扮演着越来越重要的角色。商标不仅能区别不能产品品牌，往往还表达了企业形象和产品特点。所以，当英语品牌进入中国时，对其商标的翻译也格外重要。

在这篇论文里，我尝试着从商标翻译的艺术性和市场经济的角度，来探讨翻译美学在商标翻译中的应用，也试着讨论将翻译美学理论和商标翻译实践相结合，用三美理论和信达雅的准则来分析和衡量一些翻译实例。用不同的翻译方法来分类说明，如音译法结合翻译美学，我举了Pantene（潘婷）和Reebok (锐步)为例；意译法结合翻译美学，我以Clear (清扬)和Walkman (随身听)为例；音译意译结合法与翻译美学结合，我举了Jaguar（捷豹）和Lock & Lock（乐扣乐扣）。同样，我也试着列出一些可能会导致商标翻译失败的原因，并以Make up forever（浮生若梦）作为实例来分析。

论文最后，我总结了一些在如何在商标翻译过程中结合翻译美学需要注意的事项。我认为商标翻译是一个转化美和创造美的过程，其中会有旧美的逝去，也有新美的诞生。而且在把英文品牌翻译成汉语的过程中，将翻译美学理论和商标翻译相结合是行得通的。