TradeMarkTranslationinthe

毕业论文（设计）translation methods and skills.Nevertheless,there are still some researchers whostudy trade mark translation from the perspectives of aesthetic beauty,culturalbackground and linguistic rules.As for the theories applied to trade mark translation,there are the principle of three characters brought forward by Yan Fu,the principle ofequivalence put forward by Nida,etc.These traditional theories are useful for some brand names,but not practical inany case,for they ignore the viewers of brand names,who are the judges of brandname translation.Accordingly,contemporary scholars start to explore trade marktranslation in new angles.Wang Zuoliang pointed out that translation should bestudied in a new perspective in the new period,and readers should be the primaryconcern of translators (Yang Zijian,Liu Xueyun,2003:287).It is a fact that sometranslators have studied translation from the perspective of Reception Aesthetics inwhich the close connection between readers and literary works and the active role ofreaders are emphasized a lot.For example,Hou Xiangqun created his "On ReceptionTheory and Translation"(1994).Hu Kaibao,Hu Shirong together produced"Reception Theory as an Explanatory Tool in Translation Studies"(2006).Considering the active role of consumers in brand name translation,it isreasonable to guide brand name translation with Reception Aesthetics.With the aim tocontribute to translation theories and do help in translation practice,this thesis probesinto the significance of Reception Aesthetics in trade mark translation in terms ofhorizon of expectations,fusion of horizons and horizon transmutation.2