商标的文体特征及翻译策略

Stylistic Features and Translation Strategies of English Trademark

商标是一种特殊的语言符号形式,是商品显著特征的浓缩,是商品文化的核心组成部分,是公司参与国际市场竞争的有力武器。好的商标翻译可以给公司带来巨大的利润;反之,蹩脚的商标翻译可以让公司损失惨重,因此,一个公司的生死存亡与它的商标翻译可以说是密切相关。

Trademark is a special kind of language signs.It is the concentration of commodities' distinct characteristics,the core of commodities' culture,and the powerful weapon for an enterprise to participate in international competitions.A good trademark translation may bring an enterprise huge wealth,whereas a bad one may let an enterprise suffer great loss.Therefore,an enterprise's future is closely linked with trademark translation.