商标学是以商标为研究对象的综合学科，主要包括商标概论、商标管理概论等。
我们买它们是因为瓶子如何符合人体工程学而贴合于我们的手掌心；因为它们在打折；或者商标好看，又或者我们喜欢那个代言产品的女演员。
We buy them because of how ergonomically the bottle fits into the palm of our hand; because they're on sale, or the label is pretty, or we like the actress who endorses the products.
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".
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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