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1.1 The Previous Study Of Trademark Translation In China
With the development of reform and opening-up, lots of studies on trademark translation are carried out in China. There were only 5 articles about trademark translation during 1980-1990. And the contents only consisted of the feelings of trademark translation.
Since 1990s, trademark translation has been researched by many scholars from many angles. They have made great achievements. Since 1991, there have been an increasing number of scholars who started to research trademark translation. Three categories can summarize these achievements.
First, the papers focused on summary and review of the achievements in trademark translation. For example, Zhu Fan commented on the translation of English and Chinese trademarks from 1994-2001. He not only distinguished between trademarks and trademark words, but also summarized the translation principles, research methods, translation criticism and theories of trademarks(Zhu Fan, 2007: 22-26) .
Second, further studies on trademarks and discussions on principles of trademark translation are presented in papers. For example, Zhu Yajun not only studied the naming of Chinese and English trademarks systematically but also put forward some principles that broke through the traditional translation criteria such as "faithfulness" and "equivalence" (Zhu Yajun, 2003).
Third, trademark translation is studied by researchers from different perspectives including the functional translation theory, language and culture, equivalence principle, aesthetics, semiotics, cross-culture and so on. For example, Bao Huinan discussed the principle of translation of Chinese trademark words from the perspective of language and culture(Bao Huinan, 2001). Xiao Hui and TaoYukang discussed trademark translation and cultural associations from the perspective of equivalence. They pointed out that trademark translation should conform to people's aesthetic interest and psychology to attract more consumers(Xiao Hui, TaoYukang, 2000: 51-52). Gu Jianxin interpreted four principles of Chinese trademark translation on the basis of objective demand analysis method(Gu Jianxin, 1997: 44-47). It was the identifiable principle of nationality, artistry and adaptation. Xu Jinsi made the beauty of meaning, sound and form as a measure of successful English trademark translation from the perspective of functional equivalence theory(Xu Jinsi, 2002: 47-51).