On Translating English Trademark Words Into Chinese

If marketing is likened to a battle, a successful trademark word is just like an army flag. There are great differences between Chinese culture and Western culture. Therefore, foreign trademark words should be carefully and subtly translated into Chinese before entering Chinese market. The present thesis attempts to explore the topic on translating English trademark words into Chinese and it consists the following six chapters:The first chapter mainly discusses definitions of trademark and trademark word. A trademark is a sign used by a producer or operator to distinguish the commodities or services produced or sold by him from those of others. A trademark word is the part of a trademark that can be vocalized, namely, the verbal part. Also, discussed in this chapter are the functions of trademark, including such aspects as identifying products, promoting consumption, providing information of products, symbolizing reputation, providing law protection, and facilitating publicity.The second chapter attempts to explore the formation and characteristics of English trademark words. English trademark words are usually classified into the following four kinds: trademark words formed with proper words, trademark words formed with common words, trademark words formed with coined words and trademark words formed with shorten words. Also, discussed in this chapter are the following three specific characteristics of English trademark words: exclusive characteristic, universal characteristic and relevant characteristic.The third chapter attempts to explore considerations in translating English trademark words. Translations of English trademark words are subject to many factors, such as law, culture, language and so on. Thus, translators should pay much attention to the above-mentioned issues in the process of translating.