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1、毕业论文(设计)TradeMarkTranslationinthePerspectiveofReceptionAesthetics1.IntroductionInmodernsociety,trademarkisnotonlyasymbolofenterprisesbutalsoaweaponforcorporationstocompetewithcounterparts.Hence,trademarkisoffirst-rateimportanceforcompaniestoselltheircommodities.So
2、istrademarktranslation.Withthetrendofglobalizationandthedevelopmentofinternationaltrade,trademarktranslationiscrucialforthesaleofcommoditiesinforeignmarkets.Excellenttranslatedtrademarksbringprestigeandprofittocompanies,whilepoortranslatedonesresultininestimableda
3、mageanduncountableloss.Therefore,brandnametranslationdoesmakeabigdifferencetomanufacturersandsellers.Asamatteroffact,westernscholarshavebeenstudyingtrademarktranslationforalongperiod.However,trademarktranslationwasrarelymentionedinChinesetranslationstudies.Fortuna
4、tely,ithasdrawnChinesetranslators’attentioninrecentyears.EnormousamountsofarticlesontrademarktranslationarepublishedinChineseinfluentialacademicjournalslikeChineseTranslatorsJournal,ShanghaiJournalofTranslators,etc.Forinstance,ChenZhendongissued“OnE-CTranslationof
5、Trademarks”(2005)inShanghaiJournalofTranslators.HuKaibaoandChenZaiquanpublished“AestheticPropertiesofCommodityNamesandE-CTranslationofTrademarks”(2000)inChineseTranslatorsJournal.Inthepreviousstudiesoftrademarktranslation,mostexpertsconcentrateon23毕业论文(设计)translat
6、ionmethodsandskills.Nevertheless,therearestillsomeresearcherswhostudytrademarktranslationfromtheperspectivesofaestheticbeauty,culturalbackgroundandlinguisticrules.Asforthetheoriesappliedtotrademarktranslation,therearetheprincipleofthreecharactersbroughtforwardbyYa
7、nFu,theprincipleofequivalenceputforwardbyNida,etc.Thesetraditionaltheoriesareusefulforsomebrandnames,butnotpracticalinanycase,fortheyignoretheviewersofbrandnames,whoarethejudgesofbrandnametranslation.Accordingly,contemporaryscholarsstarttoexploretrademarktranslati
8、oninnewangles.WangZuoliangpointedoutthattranslationshouldbestudiedinanewperspectiveinthenewperiod,andreadersshouldbetheprimaryconcernoftranslators(YangZ
