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商标是现代社会当中不容小觑的经济产物,随着我国经济的不断发展,中外企业在逐渐形成越来越激烈的竞争机制。中国企业在与国外企业互相竞争之时,同时也在学习着国外的知识产权保护理念,同时,市场的开拓、商标法等保护的重要性也在不断凸显,人们也在逐年地意识到商标翻译的重要性。在做商务方面的翻译活动之时,译者不仅需要的是足够的商务方面的知识储备,还需要广泛涉猎有关语言学、翻译学和跨文化交际方面有关的知识储备。换言之,对于译者而言,商标的翻译是一项严肃并且充满趣味的挑战。本文通过对于大量的商标内容和标语进行分析,试探讨英汉商标的理论与实践相结合的运用,并试图从中找到其中存在的问题。
Trademarks are the economic products that should not be underestimated in modern society. As China’s economy continues to develop, Chinese and foreign enterprises are gradually forming an increasingly fierce competitive mechanism. At the same time, Chinese enterprises also learn the concept of intellectual property protection abroad while competing with foreign enterprises. At the same time, the importance of market protection and the protection of trademark law is constantly highlighted. People are also realizing the translation of trademark The importance of When doing business translation activities, the translator needs not only sufficient commercial knowledge reserves, but also a wide range of knowledge related to linguistics, translation studies and intercultural communication. In other words, translating trademarks is a serious and fun challenge for translators. By analyzing a large number of trademark content and slogans, this article attempts to explore the application of the combination of theory and practice of English and Chinese trademarks and try to find out the existing problems.