Second， status quo The trademark name for people like commodities as For commodities， trade mark is not only a title， but also a symbol of quality， enterprises， trademarks do not have to open more of a Trademarks competition as a special language symbols， have their differences， and the protection of advertising， we in the process of translation needs more stringent carefully and seriously In recent years， many scholars from a variety of different angles on the translation of the word in English and Chinese trademark conducted an in-depth study and research， and put forward some of the theoretical basis for the translation of Cultural perspective In international trade， a well-known brand names faithful translation of the language allows a potential entry point for consumers from knowing the "Literal translation" of the trademark is the original meaning of the surface of the However， the special case of trademarks， and sometimes literal not a good expression of the cultural trademarks of the original flavor， but also because of cultural differences may be unable to target markets and customer acceptance of its Dai-rong (2004) from the start with cultural factors， on the trademark translation notable commercial purposes in the Western culture and the great differences in the translation， the traditional "true" and "equivalent" translation standards have been unable to adapt trademark translation flexibility not without losing the "letter" or "" I should be the desired goal at the top of Trademark Translation is a cross-language， cross-cultural communication， and made in the translation of Chinese and Western cultures should focus on the exchange of information (Yuan Zhifa， 2007) Wang 1 (2007) in its "trademark trademark translation and cultural translation of the" trademarks in the text of a translation should be allowed to trademark product information disclosed; trademark advertising language translation must be consistent with the cultural identity; trademark translation market with the goal of social and political concern to close problems An aesthetic point of view There are also many scholars believe that attention should be paid to trademark translation trademark aesthetic Trademarks to trigger a potential users better L "Translation" is based on such purposes is in the Mei Li (2007) from an aesthetic point of view， in its "aesthetic perspective from the translation of brand names in an article entitled" on the sale of trademarks in products plays an important role in advertising， the name of the goods it is necessary to use a translation， easily overwhelming majority consumers understand the ordinary people but also the aesthetic needs and aesthetic capacities， and for them to accept and appreciate， but also in line with the national， political， economic， cultural and religious beliefs and Trademarks can be aesthetic features of the sound from the United States， form the United States， the United States intended to explore three areas， the translator should have the courage to innovation， with the sound translated the United States， Italy and the United States market effect of (Cuijinqi， 2006) Function on the angles The same information， use two different languages， different recipients， but it has to have the same effect， which is equivalent translation of the main principles (Liu Chang-e， 2007) Li Ying (2003)， Xiao Hui (2000)， and other people think that the trademark should not rigidly adhere to the original translation， but should be The trademark translation and text to produce the same or similar Li Ying in its "equivalent English translation of the word trademark" trademark in the translation should be avoided because of cultural differences in the use of a different understanding of the term as far as possible Baoyi or neutral color word， as brief as possible accessibility， innovative and good mind W And the lack of regret China's trademark translation After several decades of development and through the diligence of many research scholars have made notable But research in the field there are still some deficiencies and Translation Studies trademark line with the actual Traditional methods of translation， linguistics approach because too much emphasis on "faithful" and ignored cultural factors， resulting in the one-sidedness and on the actual operation of For example， the trademark is intended to arouse customers better purchasing desire to mark commercial Translation sector more than talking about is a trademark translation Alto， shape， the name of the right and so on， and ignored the trademark been accepted by the target market of Therefore， in the process of translation trademarks often be asked trademarks and translated language culture does not conform with trademark violation in the target language: the customary usage， and so 阿拉伯文到英语朝鲜语到英语德语到法语德语到英语俄语到英语法语到德语法语到英语荷兰语到英语葡萄牙语到英语日语到英语西班牙语到英语希腊语到英语意大利语到英语英语到阿拉伯文英语到朝鲜语英语到德语英语到俄语英语到法语英语到荷兰语英语到葡萄牙语英语到日语英语到西班牙语英语到希腊语英语到意大利语英语到中文(繁体)英语到中文(简体)中文到英语中文(繁体到简体)中文(简体到繁体)
