A Study on Translation of Trademark Words from the Perspective of Functional Equivalence

Abstract

As a kind of intercultural communication, translation of trademark words involves regional cultures, aesthetic motivation, consumer psychology, and some other factors, such as commercial factor. Firstly, this paper briefly introduces the definition of a trademark word, and analyses the characteristics of a trademark word. Secondly, the paper goes over the main translation theory in translation of trademark words, i.e. equivalent effect principles. Thirdly, it discusses several issues that the translators should give enough attention to when translating trademark words. Lastly, the author summaries some effective translation methods for trademark words translation.