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1、FunctionalEquivalenceandTranslationofTrademark,商务英语论文FunctionalEquivalenceandTranslationofTrademark[Abstract]WiththedevelopmentofeconomyandthecontinuityoftheopenPolicy,thetradebetweenChinaandforeigncountriescomeshourly.Theinternationalmarketisfilledwithvarietiesofgoods.Advertisementbesideshighquali
2、typlaysanessentialroleintheprocessofpromotingsalesandcultivatinginternationalmarkets.Trademarkisasign,symbol,andcarrierthatidentifiestheproductsorservicesofacompany.Towinthefieldintheinternationaltrade,thestudyonthetrademarktranslationisnotonlynecessarybuturgent.Thispaperattemptstomakeastudyonthefe
3、atures,basicfunctionprinciplesandcultureelementsoftrademarks,andthen,makeananalysisoftheculturalbarrierintranslatingtrademarks.Pointingoutthatitisnoteasytotranslatetrademarksfromonelanguageintoanother,andovercometheculturalbarriertokeeptheirownfeatures.Astrademarktranslation,aninterculturalcommunic
4、ation,involvesmanyfactorsinbothsourcelanguageandtargetlanguage.Appropriateprincipleandtechniquesareneededintranslatingoftrademarks.EnlightenedbyNida’s“functionalequivalence”,thispapersuggestsEugeneA.Nida’s“functionalequivalence”astheprincipleforthetrademarkstranslation,andthispapersummarizesthefoll
5、owingfivecommontechniques:1)literaltranslation;2)transliteration;3)paraphrase;4)combinationofliteraltranslation,paraphraseandtransliteration;and5)creativetranslation,weshouldchoosethetechniquerightlybasedonthesituationandneeds.Thetranslatedtrademarksshouldattempttoachieveanidealunityintermsofsemant
6、icmessage,culturalmessageandreader’sresponse,andreproducetheinformative,aesthetic,expressiveandvocativefunctionsoftheoriginalsintargetmarkets.[KeyWords]trademark;trademark’sformation;trademark’stranslation;functionalequivalence商标翻译中的功能对等【摘要】随着经济的发展和改革开放的进一步深入，中国与世界各国的贸易更加频繁，国际市场上商品种类日见繁多。如何在品种繁多的商品
7、中脱颖而出？商品宣传就成为国际市场推销商品和进行竞争的一种重要手段。而商标作为品牌的标志和载体，在国际贸易活动中针对其进行的翻译就尤为重要了。本文首先分析了商标的功能构成以及文化特征，并辅以具体的商标为例加以说明，接着分析了商标翻译过程中存在的文化障碍，同时指出把商标从一种语言转化为另一种语言，并跨越其间的文化障碍，保存其原有的风格，并非易事。因为商标翻译是一种特殊的文体翻译，是一种跨文化交际活动。要做好商标
