A Study Of Translation Of Trade Marks – An Eco-translatological Perspective

Along with the advancement of globalization and integration of the world economy,the commercial activities between China and foreign countries are increasing day by day.With foreign brands gradually entering into domestic market, the domestic commodities have also begun to increase their shares in international market. Trade mark, as a special language symbol, is a condensation of its distinctive features of a product, as well as the core of enterprise culture and powerful weapon of an enterprise to compete in international market, which could well reflect the gist of language and the characteristics of the products.Since the translation of trade marks is not only a transformation activity among complex interlingual symbols, but also a cross-cultural communicative activity. Therefore, trade mark translation plays a crucial role in the competition of international trade market. As a good translation could bring forth economic benefits and market reputation for an enterprise, and vice versa. In the process of translation of trade marks, translators should follow certain principles, and select appropriate methods and skills to achieve satisfactory translation effects.Based on the theory of eco-translatology, this thesis discusses trade marks translation under the guidance of “Translation as Adaptation and Selection(TAS)”. The study of trade marks translation mainly focuses on selective adaptation and adaptive selection in dimensions of linguistics, culture, communication, etc. In the dimension of linguistics, the thesis describes the translator’s adaptation and selection in the aspects of phonology,lexicon, semantics and cognition respectively. In terms of cultural dimension, the thesis discusses the translator’s adaptation and selection in the aspects of cultural image, cultural taboos, national psychology and politics, among which, the national psychology is a huge cultural factor, and the thesis studies separately in the factors of national value, thinking mode, aesthetic value and religious customs in detail. In the communicative dimension, the thesis discusses the translator’s adaptation and selection in two aspects as to embody the characteristics of products and to induce the target language consumers’ desire ofpurchasing. Besides, other dimensions like the related people and social relationships are also briefly described.In the translational ecological environment, the translator should first adapt to the environment, and then select appropriate methods and skills to ensure the translation of high “degree of holistic adaptation and selection”. The translation text should be accurate,concise and easy to get read and remembered; only in so doing would the translation enhance the competitiveness of products and achieve economic benefits. This thesis discusses the translation of trade marks under the core theory of eco-translatology,broadening its research scope and enriching the pragmatic translation theory. To study trade marks translation from the perspective of eco-translatology will also help to enhance the international exchanges and cooperation of Chinese enterprises, and promote their competitiveness in international market.