A Study Of E-C Translation Of Trademarks:Problems And Countermeasures

China’s further opening-up has witnessed an increasing inflow of commodities from foreign countries, offering more options for Chinese consumers and upgrading the importance of E-C translation of trademarks.This thesis attempts to analyze the problems in E-C translation of trademarks and put forward a series of corresponding countermeasures. Under the guidance of eco-translatology, collected examples have been observed and analyzed from three dimensions with the results to find out the following six typical problems in E-C translation of trademarks. They are:1) verbosity in length with a pile of Chinese characters and2) difficulty in pronunciation with dissatisfactory phonetic effect from the linguistic dimension;3) rote translation neglecting cultural differences and4) ominous homophones against Chinese consumer psychology from the cultural dimension;5) deficiency in information with vague product positioning and6) high similarity without novelty from the communicative dimension.These problems are, in the final analysis, caused by translator’s lack of the awareness of the particular eco-environment of E-C-translation of trademarks. In order to improve the transformation from three dimensions, this thesis proposes such countermeasures against these problems as:1) condensing syllables within four Chinese characters;2) adopting Chinese high-tone characters and sound-sweeting means;3) replacing image and creating hazy artistic conception;4) catering for the auspicious psychology of Chinese consumers;5) highlighting the positioning features of the product;6) drawing inspiration from the visual image.In a word, this thesis aims to provide further references for trademark translators, thus improving the quality of E-C translation of trademarks.