本文从中西方文化差异的角度出发，通过对商标翻译实例的分析，概述商标翻译的原则，介绍了几种常用的商标翻译法，并就其中存在的一些问题进行了探讨。

This thesis makes analysis of trademark translation based on the cultural difference, summarizes the translation principles and translation methods, and also makes research on some problems.

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确立这些原则的依据是符号学的翻译观和商标命名的宗旨。

The translative principles which are on the grounds of the translative viewpoint of semiotics and the purpose of brand naming include adaptation, relation and concision.

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本文从范仲英先生提出的翻译三原则入手，探讨了商标名称翻译的基本方法，其目的在于通过讨论引起人们对于商标名称翻译的正确性和真实性的重视。

The paper discusses the translation methods of the name of trademark from the three translating principles which were pointed by Professor FAN Zhong-ying.

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