On Translation Of Trademark Words

The modern world is literally flooded with trade marks. It goes without saying that manufacturers rely on their trademarks to identify their products and services and to distinguish them from those of the competitors in the context of a broader market.This thesis begins with a definition of trademark and raises criteria for a good trademark word, that is, leaving a good first impression and evoking positive associations with the brand, in addition to distinctiveness with no infringement with existing trademarks, which lays the foundation for further discussion of what translation approaches would serve the best purpose in trademark word translation.In the first chapter, a number of general translation theories and principles are touched upon, among which the author believes the theory of Peter Newmark on communicative translation could serve as the most practical guideline for the specific translating activity.The following chapter highlights where the challenges and difficulties lie when it comes to translation of brand names, given the disparity in linguistics and cultures, which are soles apart.The author suggests a few feasible approaches, in the third chapter, in light of different trademarks, namely zero translation (including transference and transliteration), literal translation, semi-literal semi-transliteration, logo-oriented translation and innovative approach.