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摘 要
商标名的翻译是一种跨文化交际形式，不管是中文商标的英译还是英文商标的汉译，都会涉及到语言规律、文化心理、审美情趣等方面的因素。商标翻译者在遵循翻译原则的同时，也要注意一些商标翻译的文化禁区，并且选择适当的方法来进行翻译。当然，商标的翻译绝不是简单的问题。
有时好的译名也有自然天成的味道，所以在翻译商标时我们大有文章可做，可以精益求精。一种好的商品，加上一个动听上口的名字，无异于锦上添花，魅力无穷。
关键词 商标翻译；原则；方法；文化禁区；
Contents
Abstract Ⅰ
Key Words Ⅰ
摘要 Ⅱ
关键词 II
Introduction.1
Ⅰ. The Principles of Brand Name Translation 2
A. Advertising Nature of Brand Name Translation 2
B. Inductive Principle of Brand Name Translation 2
C. Aesthetic Principle of Brand Name Translation 3
D. Equivalence Principle of Brand Name Translation 4
E. Observing the International Standard 4
F. Observing Our Country's Relevant Law 5
Ⅱ. The Methods of Brand Name Translation 6
A. The Method of Chinese Pinyin 6
B. The Method of Paraphrase 7
C. The Method of Transliteration 7
D. The Method of Word-Building 8
1. The Method of Piecing Together and Adding Affix 8
2. The Method of Misspelling 8
3. The Method of Compounding Words 9
4. The Method of Using the Corresponding English Words 9
Ⅲ. The Cultural Taboos of Brand Name Translation 9
Ⅳ. The Problems in Brand Name Translation 11
Conclusion13
Acknowledgements14
Bibliography 15
