附2：学年论文格式安徽工业大学工商学院英语专业学年论文The Translation of the Tradenames专业（使用三号宋体加黑，下同）姓名学号成绩指导教师XXXX年11月ContentsAbstract (i)摘要...................................................................................... i ii 1 Introduction (1)2Trademark significance (2)2.1 Cultural properties of trademark (2)3Several Forms of Trademark Translation (3)3.1 Special translation (另类译法) (3)3.2 Free translation (直译) (3)3.3Transliteration (音译) (3)4 Conclusion (13)The Translation of the Tradenames Abstract:Trademark is closely related to the commodity. A goodtrademark can make desire to inspire people to buy . In order to achieve maximum benefits . so , trademark as a special symbol , a commodity producer or operator to make their own production is very helpful to attract consumers and let them to buy . In the cognitive framework of pragmatics relevance theory , human communication behaviour will produce the best expectation to try to deal with minimal effort to obtain adequate contextual effects, to achieve commeracial success.Key Words: Trademark; a special symbol; attract consumers摘要：英文商标是一种特殊的商业语言符号，他是商品的灵魂文化的核心部分。

是企业参与竞争，打入市场的重要武器，商标翻译并不是简单的把它字面的意思表达出来，而是通过翻译者把商标本身所含有的特殊意义给表达出来，这种翻译也就是两种文化间相互移植。

译者在翻译过程中要特别注意商标本身的文化内涵，再与地方文化相结合，才能准确的表达出原商标本身的美好寓意，这就需要我们译者本身要充分了解中英两国的历史文化，不然很难传神地表达出商标所要表达出来的真正含义。

关键词：英文商标，翻译，商业语言符号1IntroductionIn the circulation of commodities, the trademark is a symbolof their products. It has become an important way to advertise their products and establish a good corporate image.They use trademarks to develop the potential of their company and promote the trade in international market. Preferring to some translation instances of Englishtrademark at home and abroad, this thesis concluded some main characteristics, and talked about some principles in translating the trademarksto do the translation correctly, faithfully and accurately and enhance the competitiveness of goods and help enterprises to obtain goodeconomic. A good trademark is to maintain the original cultural connotation of translation at the same times brings cultural differences to avoid unnecessary misunderstanding,to adapt to consumer psychology,left a deep impression to customers to achieve sales suc cess.2 Trademark significance2.1 Cultural properties of trademarkChina have a history of five thousand years of ancient civilization, rich cultural heritage, such as "White Rabbit 大白兔","China Moutai wine 茅台酒" and so on. There is a very rich cultural connotation, reflected in the mark, and also shows the strong oriental culture Color Language is the carrier of culture and also an important part of culture. Each country has its distinctive cultural national identity, and through the carrier of culture ----language to reflect, which also determines the national character.World culture has enriched the world culture, but it also creates a barrier to intercultural communication.Because the trademark is a symbol used to convey information, and a special language with a specific significance.Such as Taylor says : Cultural properties of trademark Culture is a complexity which is including knowledge, belief, art, morals, law, custom and all the habit in human society。

3 Several Forms of Trademark Translation3.1 Special translation (另类译法)Many trademark can not be translated , because of the different geography and culture between the English and Chinese country. For example “Zephyr” (西风), for the British people , westerly wind is warm and genial because the westerly winds blew form the Atlantic . But for the Chinese people frigid winds always blew form the north . So it is cold not warm ,”Ancient path and a poor horse in the west wind . A heartbroken man is walking towards the westering sun to the skyline” “Autumn Thoughts”. Ma zhi yuan . So if simply translate the “Zephyr” into “Westerly” will not felicitousness. “LURALISM OF STANDARDS IN BUSINESS ENGLISH TRANSLATION” (Li ming qi ng) .So In the translation of such trademark, you should properly understand the various characteristics in the expression, taking into account the cultural habits of consumers, and aesthetic psychology, which should also be appropriately increased performance, quality and other aspects of vocabulary, so that trademark is more clearly and more complete. For example , One from the ancient Chinese idiom ----- Draw A Snake and Adding Feet to It（画蛇添足）. It means do the etra work is no use instead of turn out to be a clumsy sleight of hand（in English ）.3.2 Free translation and litelal translationLiberal Translation The so-called literal translation is the method which based on not contrary to the language specification, and association does not cause an error or misunderstanding, retaining the image of the original meaning and syntactic structure in the translation.Literal translation is to convey the original semantic translation directly, this loyalty to the original meaning of trademark, but often Yu Zai Yuan limitations and pragmatic meaning of elegant trademark. If English trademark Blue Bird (car) awarded the Nobel Prize for literature in the Blue of pantomime Bird Bird Blue, the symbol of happiness. But Chinese "bluebird and inspired our consumer associations, the beautiful blue jays" namely ""." Consumers will soon to tang poetry: "three go without much peng shan this way, after watching", diligent for exploration of birds is peng lai, angel fairyland bluebird translation is the literal translation.Such as China's "Peacock” trademark can not be translated as "Peacock", this is because in western countries peacock is proud,self-content. That can be imagined sales of goods will not be very good. “PRACTIAL COURSEBOOK ON BUSINESS TRANSLATION”（商务翻译务实）. “Talk of the devil, and he is bound to appear.” in Chinese means “说曹操曹操到”. They are within similar meaning, but from different cultural. There is an another case “where are the snows of yester-year?”in Chinese means “去年的白雪今何在。