Abstract

Trademark is the sign of the commodity and has its own characteristics. With the progress of economy, the number of imports and exports of the products keeps increasing. The translation of trademarks catches more and more attention. The quality of trademark translation directly affects the operation of an enterprise. The concept of zero translation taking both connotation and denotation of trademark into consideration is widely applied in the field of trademark translation. This paper is conducted mainly from the perspective of characteristics of trademark and the concept of zero translation, trying to find practical strategies of English trademark translation. By analyzing applications of three zero translation strategies: transference, transliteration and complementary translation in the process of English trademark translation, the paper also tries to figure out the revelation of English trademark zero translation in translatability and cultural affections.

Key words: English trademark; Zero Translation; Transference; Transliteration; Complementary translation

Contents

Abstract

摘要

1 Introduction1

2 Literature Review.2

   2.1 The Features of Trademark.2

   2.2 The Concept of Zero Translation.3

3 The Translating Strategies of English Trademarks under the Guidance of Zero Translation7

  3.1 Transference.8

  3.2 Transliteration.9

  3.3 Complementary Translation.10

4 The Revelation of Zero Translation of English Trademarks.11

  4.1 Translatability 12

  4.2 Cultural Affections.13

5 Conclusion.14

References16