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This paper is going to put an emphasis on the literature review of English trademark translation in recent years first after introducing the essence of trademarks and the distinct features between Chinese and English trademarks. Then it is about to elaborate the concept of cognitive metaphor theory from several aspects: definition, universality, classification, and working mechanism. Finally it will discuss four ways of applying cognitive metaphor into the translation of English trademarks. They are: complementary translation, transliteration, literal translation and creative method.
2. On English Trademarks
2.1 Brief Introduction to Trademarks
Before the study of trademark translation, it is necessary to understand the essence and characteristics of trademarks. According to Gu Weiyong,
“Trademark, which is commonly known as brand, is usually composed of words or graphs, or by the combination of them. It is a kind of specified symbol that is elaborately selected or created by inpidual person or enterprise for the use of distinguishing the goods and services of its company from those of others.”(Gu Weiyong, 2005: 68)
Successful trademarks always have some common characteristics. In the first place, it must conform to the features of goods; besides, it should have symbolic significance, which could evoke many nice associations on goods; in addition, it is easy to memorize and read (Liao Guoqiang & Jiang Lirong, 2011: 385). However, differences between Chinese and English in the respect of geographical features, language, culture background, history, economy and education contribute to different ways of living, thinking and treating the beauty, thus resulting in the differences of the characteristics of Chinese and English trademarks, which are demonstrated as follows: