毕业论文关键词：商标翻译；翻译美学；文化；经济全球化

Contents

1。 Introduction 1

1。1 Background of the study 1

1。2 Purpose of the Study 1

1。3 Significance of the study 2

2。 Literature Review 3

2。1 Trademarks 3

2。1。1 Definition of Trademarks 3

2。1。2 Functions of Trademarks 3

2。1。3 The Commercial Value of Trademarks 3

2。2 Translation Aesthetics 4

2。2。1 Definition of Translation Aesthetics 4

2。2。2 Theories of Translation Aesthetics and that of Trademark Translation 4

2。2。3 The Commercial Value of Translation Aesthetics of English Trademarks into Chinese 5

3。 Applications of Translation Aesthetics to the trademark 6

3。1 An Analysis of English to Chinese Trademark Translation 6

3。2 Cases of Translation Aesthetics on Translation of English Trademarks into Chinese 7

3。3 Typical Aesthetic Problems in English-Chinese Translation of Trademarks 12

4。 Conclusion 14

References 15

1。 Introduction

1。1 Background of the study 

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, such as KFC, McDonald's, Coca-Cola, Nike, Microsoft, Starbucks, Dove and so on。。。Among them, English enterprises have been in the majority。 In today's society, since market competition has been increasingly fierce, the first and foremost thing those companies need to do before getting their products onto the Chinese market is to build up their own brand image and increase the drawing power of their products to Chinese customers。 Only in this way can they increase their market competitiveness and make a profit in China。 

And a trademark is the key point: It 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 representing the reputations and the images of different enterprises。 It is one of the most important things of an enterprise that shows the world the value of the company。 论文网

The relationship between trademarks and products is just like face and people。 Most of the time, a trademark always has a direct impact on the consumer's purchase of goods。 If the trademark is good enough, customers will be attracted。 If they have a good impression of the trademark, they have a good impression of the product, too。 And thus the sale of product is promoted as a matter of course。 In modern market-oriented economy, different trademarks may cause huge differences in sales performance, so the enterprises are always trying to look for the most suitable one for themselves。 As a consequence, the translation of English trademarks into Chinese appears to be particularly important for those enterprises。