任何商标词都具有自身的文化内涵。
商标词的翻译一直为人们所关注。
The research on the translation of words of trademark is becoming quite popular.
第二章论述英语商标词的构成及其特点。
The second chapter attempts to explore the formation and characteristics of English trademark words.
传通的效果如何取决于商标词翻译的质量。
The effect of communication depends on how the trademark is translated.
摘要：商标词的翻译是一种跨文化交际活动。
Abstract: The translation of trademarks is a kind of cross-cultural communication activity.
商标词的选择和使用反映了一个民族的历史和文化。
The choice and use of trade names reflects the history and culture of a nation.
商标词的国际化实质上就是一种特殊形式的跨文化传通。
The essence of internationalization of Chinese trademark is in fact a kind of unique intercultural communication.
作者认为商标词是一种认知现象同时也是一种社会现象。
The author strongly believes that brand names are cognitive phenomena as well as social ones.
阐述了心理理据在英语商标词设计中的突出地位和重要作用。
The foregrounding position and the important role of the mental motivation of product brand in design are emphasized.
本文主要从汽车商标词的文化蕴意和文化客体对其进行探讨。
The present paper probes the cultural implication and cultural object of automobile brand-name.
英语商标词是英语词汇中的特殊部分，具有自身的特点和功能。
English trademark words, an essential part in English trademarks and the special part in English vocabulary, have their own functions and characteristics.
商标词中文化缺省的概念、分类和产生的原因是本文分析的重点。
The conception, categorization and causes of cultural default in brand name translation are the key points of this thesis.
本文假设您至少听说过两个商标词：Eclipse和WebSphere。
This article assumes that you have heard about at least two branding words: Eclipse and WebSphere.
在回顾、总结可指导商标词翻译实践的翻译理论之后提出了相应的翻译原则。
This thesis focuses on film title translation between English and Chinese from the perspective of communicative translation theory of Peter Newmark.
符号学的翻译标准“意义相符，功能相似”对商标词的翻译具有重要的指导意义。
It points out that trademark translation should follow the criteria of "correspondence in meaning and similarity in function".
许多学者从文化、语言等角度出发指出商标词的翻译应遵循的原则、方法和技巧。
Many researchers point out the translation principles, methods and techniques from the view of language and culture.
在商标词翻译中，如果商标词的翻译无法达到这样的目的，就不能称为成功的翻译。
If the translation of trademark words cannot achieve such a purpose, it could not be regarded as a successful translation.
任何商标词都具有其自身的文化涵义，商标词的发生和接受就是跨文化传通的过程。
Every trademark implies its cultural Connotation, the producing and accepting of a trademark is actually the process of intercultural communication.
然而毫无疑问，作为一种社会现象，不同商标命名者的文化背景对商标词具有很大的影响。
As a social phenomenon, the brand name is no doubt influenced by the cultural background of different peoples.
由于文化内涵和文化预设的不同，不同文化对商标词中出现的同一命题产生不同的联想意义。
Owing to the differences between cultural connotation and cultural presupposition, the same denotation in different cultures may lead to different associative meanings.
商标词的翻译实质上是一种特殊形式的跨文化交际行为，交际的效果取决于商标词翻译的质量。
The translation of trademark words is essentially a unique cross cultural communication, the effect of which largely depends on how the trademark is translated.
通过对商标词中文化的补偿可以保持本商标的功能属性，传达美好意义，迎合消费者的消费取向。
Cultural compensation is an effective way to conform to brand name function, convey favorable association and cater to consumers 'taste.
本文通过分析商标词的功能特征和文化属性，从跨文化交际的角度来探讨商标词翻译的有效途径。
Based on an analysis of the distinctive functions and the cultural connotations of the trademark, this paper attempts to work out, from the perspective of cross cultural communication, an effective...
符号学的翻译原则是“意义相符，功能相似”。这一翻译原则对商标词的翻译具有重要的指导意义。
On the principle of sociosemiotics, a translation is not only to represent the designative meaning but also to transfer the pragmatic meaning so as to get the functional equivalence.
商标词的翻译是一种跨文化交际活动，涉及到语言规律、地域文化、消费心理和审美取向等诸多因素。
Translation of brand names is a kind of intercultural communication, which involves language laws, regional cultures, consumption psychology, aesthetic interest and some other factors.
在翻译商标词时，译者应在等效翻译原则的指导下，尽可能将商品丰富的文化内涵和功效特色等效地传达出来。
In translating brand names, the interpreter ought to express rich cultural meanings and efficacy equivalently under guidance of principle of equivalent translation.
它作为对传统翻译理论的一个重大突破和翻译理论研究的重要补充，为商标词翻译的理论研究开辟了一个新的视角。
As an important complement to translation studies, the functionalist theory has given a new perspective to the study of the translation of trademark words.
认证是经常会遇到的词，但是它的定义与云计算一样含糊不清(顺便说一句，“云计算”这个词汇不是专利，也不是商标词)。
Certified is one of those terms you run across that is as nebulous as the definition of cloud computing (which by the way is not a patented nor trademarked term).
随着全球汽车工业的蓬勃发展，汽车商标词已不仅仅作为一种商业概念有着具体的指称含义，而且逐渐体现出文化因素的影响和作用。
With the development of automobile industry in the world, automobile brand name is not only a kind of commercial concept with the referring meaning, but one embodying its cultures.
汉字不仅表音而且表义，这要求外来商标词的汉译者不但要关注译音是否和谐上口，而且要充分注意汉译后的商标词可能引发的语义联想。
So it requires the translator pays attention to the pronunciation and the possible meaning association when the foreign brand word was translated into Chinese.
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