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1、QualitativeResearchonTrademarkTranslation论文方向：翻译学指导老师：侯双双SubmittedtoEnglishDepartmentOfForeignLanguagesSchoolofShandongUniversityInPartialFulfillmentoftheRequirementFortheDegreeofBachelorofArts通讯地址：邮编：电话号码：October3,201112AbstractThisarticleisabouttheq
2、ualitativeresearchontrademarktranslationwithcomparingEnglishtrademarkandChinesetranslationonadvertisement.Thisarticlesummarizesfivecharacteristicsoftrademarktranslation,i.e.,equivalence,brevity,attractiveness,associationandcreativity.Thisarticlealsosu
3、mmarizesfourprinciplesoftrademarktranslationincludingharmonyprinciple,inductiveprinciple,principleofeffectivenessandaestheticprincipleaswellasfourmethodsoftrademarktranslation,whichiscomposedofthemethodofChinesePinyin,themethodoftransliteration,themet
4、hodofparaphrase,thecombinationoftransliterationandparaphrase.Keywords:Englishtrademark;translation;consumers中文摘要本文通过对比英文商标及其中文翻译，对商标的翻译作出定性分析。文章总结了商标翻译的五个特征，即等效性、简洁性、吸引性、联想性及创新性；概括出了商标翻译的四个原则，即协调性原则、归纳性原则、实效性原则、美感原则；归纳出了商标翻译的四种方法，即汉语拼音法、音译法、意译法和音义结合法。
5、关键词：英文商标；翻译；消费者12IntroductionThehumansocietyhasenteredthe21stcentury.Theinternationaltradeisdevelopingfast,causingtheincreasingcommercialcooperationandthecommodityimportandexport.Thetrademarkisplayinganimportantroleinthematterwhethertheforeignproductc
6、anoccupythemarket.Thetranslatedtrademarkisthesecondnameofcommodityinothercountries.Itisnotonlyalogobutalsoalure,whichistoattractconsumersandsellcommodities.Agoodtrademarktranslationmaybringanenterprisehugewealth,whereasabadonemayletanenterprisesufferg
7、reatloss.Therefore,anenterprise’sfutureiscloselylinkedtotrademarktranslation.Evidently,thetrademarktranslationhasbecomemoreandmorepracticalandessential.Thisarticlewillgiveusaqualitativestudyonthetrademarktranslation.ChapterⅠ.BriefIntroductionofTradema
8、rkTrademarkisasymbolofgoods.Itisaproductofthedevelopmentofcommodityeconomy.Commodityproducerandoperatortakeitasasignificantmarktomaketheirowngoodsdistinguishfromothercommodities.Itisthesignificantfeaturesoftheconcentrationofgoodsaswellasthecor
