On Trademark Translation From The Perspective Of Pragmatics

The further opening-up of China and the consequent increase of foreign business activities have brought about a more diversified economic life for the Chinese people. As an increasing number of China-made products have been exported and foreign-made products have been imported, to get a better, adequate and acceptable translated trademark has become increasingly important in promoting products.This thesis attempts to analyze how the pragmatic approach can be applied to trademark translation to achieve the equivalent effect, and also to analyze how the pragmatic failure arises in trademark translation. The originality of the present paper is to study trademark translation in the light of pragmatics. The author employs adaptation theory (a new approach of pragmatics) to realize pragmatic equivalent effect and put forward five modes of adaptation in trademark translation. By doing so, the author aims at exploring a suitable translation method to improve the current trademark translation.The present thesis, apart from introduction and conclusion, is divided into four chapters and organized in the following way.Chapter One serves as a general introduction to trademark. Definition, classification, characteristics and pragmatic functions are discussed.Chapter Two explains the theoretical framework adopted in this...