从功能对等角度浅谈商标翻译

摘要：随着市场经济的飞速发展，中国加入世界贸易组织以及对外开放的不断加深，商品在社会和经济生活中变得日益重要，越来越多的外国产品涌入中国市场，同样越来越多的中国商家将眼球瞄向了国际市场。于是在商标上做文章，成了许多商家关注的核心问题。
然而在商标翻译中存在许多的问题和困难，做好商标翻译不仅需要掌握语言学，翻译学等方面的知识，还要涉猎市场营销学、心里学、美学、跨文化交际学、广告学等诸多领域。在商标词的翻译实践中，译者其实是在从事一种在创作。要想做好英汉商标翻译，首先必须了解商标的基本常识，文章首先介绍了商标的基本常识，如商标的定义和功能等，并在“功能对等”理论的指导下，总结出了以下几种翻译方法: 音译法、意译法、音译和意译相结合法和调整法。
总之，本文希望通过对商标翻译的初探，在对商标词的正确而贴切的理解基础上，采用不同的翻译策略，译出既能完美体现商标内涵、传递商标神韵又能兼顾消费者习俗的佳作。

关键词：商标;商标翻译;跨文化;功能对等
On Translation of Trademark from the Angle of Functional Equivalence

Abstract：As the quick development of the market economy as well as china joined the World Trade Organization, the commodity becomes more important in the society and the economic life day by day. More and more foreign manufactures go into the Chinese market, and meanwhile more and more Chinese businessmen have approached to the international market. Therefore it has become the core question of many businessmen to pay more attention to the trademark translation.
At the same time, the difficulties and problems in the trademark translation have become big challenges. Because trademark translation involves not only linguistics and translation theories but also knowledge about marketing, psychology, aesthetics, cross-cultural communication and advertising, etc. In fact, trademark translation is a kind of recreation. To translators, the basic knowledge of trademarks is needed. Thus, this essay first discusses the definition and function of the trademark. Under the guidance of “functional equivalence” theory, this easy put forward the following basic translation methods for trademark translation: transliteration, literal translation, combination of transliteration and literal translation and adjustment.
 In a word, this essay is hoped that, by studying the trademark translation, the reader can translate the trademarks containing both the culture sprit and the consumer’s psychology.

Key words: trademark; trademark translation; cross-culture; functional equivalence

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