TheAestheticExpressioninTranslatingTrademarks

毕业论文（设计）AbstractThe basic function of a trademark is to identify a product and attract customers.Trademarktranslation is actually a way of renaming on the basis of functional equivalence,whatever techniquesare used;negative association of the target version should be avoided in order not to destroy thefunction of the trademark.A good trademark should compose three categories of a product:instruction,esthetic attraction and cultural information.Various translation principles have been proposed,such as the influential but controversialcriterion of“faithfulness'”,“expressiveness”and“elegance”as put forward by Yan Fu and theprinciple of functional equivalence proposed by Nida.Considering the features of trademarks,particularly the fact that they are mostly created to perform such functions as informative,aestheticand vocative functions,the present paper will chiefly draw upon Nida's principle.Aesthetics tendency is shared in all human languages,so as trademark.The beauty of trademarkcan be represented by its pronunciation,spelling and its connotation.Successful translations shoulddemonstrate the company's notion and products'quality,in the consideration of the consumers'psychology and the local traditions and culture.Sound beauty,simplicity beauty and connotationbeauty might be illustrated by means of various translation techniques.Among those translationtechniques,the author stresses on introducing and analyzing literal translation,transliteration,Transform,conjoint translation and adjustment.Key words:Trademark translation;Sound beauty;Simplicity beauty;Connotation beauty