英语_毕业论文.docVIP

1. Introduction With the development of the global economic integration, competition is becoming fiercer. If enterprises want to rush into the top of the world economy, they have to create the commodity of world’s brand. How to make commodity sink deep into the hearts of people？Trademark translation plays the key role. The quality of the trademark affects the commodity directly, especially the images and sales of the products. In order to hold impregnable position in the intense market competition, businessmen have to do more things on trademark translation. The different cultures between China and Western Countries bring much more troubles for translation of trademark. In order to make their products more attractive in foreign markets, businessmen have to do the translations of trademarks well. The name of trademark is similar to that of human. Trademark, defined by The Oxford English Dictionary, is that a mark (secured by legal registration or, in some countries, established by use) is used by a manufacturer or trader to distinguish his goods from similar wares of other forms, a fancy name or trade name, or the name of an individual or firm, masked or impressed on the article or upon the package, etc., in or with which is sold. A trademark is somewhat like a person’s face. It has its own characteristics. A good trademark should include three categories of a product; they are instruction, esthetic attraction and cultural information. Instruction is to describe its significance and function; esthetic attraction is to arouse people interest; cultural information acts as a cultural envoy. Each trademark has its own characteristics, which are different from other ones to cater for certain consumers with its own qualities. Since consumers are used to judging a product according to its trademark, advertisers should make the best use of trademark. It is said that trademark is effective if it does not lead customers to just the opposite. Famous trademarks serve as intangi