Abstract  With the globalization of economy, the international trade has become a very critical power for promoting the economic development of the whole world.  The market promotion of the production and service dependS a lot on the quality of the translation of trademarks. And the trademarks of food gain a lot of attention because of its high relatedness with daily life. This paper analyzes the rules and strategies of translating trademarks based on the theory of Skopostheorie, which has a positive influence on the practice in real life.  This paper, in the first part, introduces briefly the general knowledge of food trademarks and its impact on products. As stated in the title, this paper then mainly deals with Skopostheorie and its application in the second part. In the final part, on the basis of the analysis, this paper naturally draws a conclusion concerning the strategies of the translation of trademarks. There are mainly three kinds of translation methods: transliteration, liberal translation and the transliteration combined with literal translation.71172

Keywords: trademark; translation; Skopostheorie

摘要随着经济全球化，商标作为在全球范围内推进经济发展的手段变得更加重要。商标命名和翻译的好坏，对企业产品和服务的市场推广具有重要意义，而食品商标更是由于与人类生活密切相关而更加受到重视。企业在翻译食品商标时常常遵循一定的目的论原理，而目的论原理的良好运用有利于商标的翻译，从而在很大程度上帮助国内外市场的顺利打开。本文拟从德国功能翻译理论的目的论视阈下来探讨和分析知名食品商标的翻译所应遵循的原则及采用的翻译策略，对于指导食品商标的翻译实践具有一定的积极意义。本文的第一部分是对商标的基本知识和影响做了简介。论文第二部分如题关注目的论及其应用。最后，论文着重于音译法，意译法和音译意译结合法的翻译策略做出总结。

毕业论文关键词：商标; 翻译; 目的论

Contents

1. Introduction 1

1.1Definition and Functions of food trademarks1

1.2 Background and basic cocepts of Skopostheorie 1

2. Literature Review 2

3. Applying Skopostheorie to the Translation of Food Trademarks 3

3.1 The advantages of Skopostheorie in the translation of food trademarks 4

3.2 The limitation of Skopostheorie in the translation of food trademarks...4

4. Translation Strategies of Food Trademarks 5

4.1 Transliteration..........5

4.2 Liberal translation...7

4.3 Translation combined with literal translation......8

4.4 Other translation strategies..............9

5. Conclusion 10

Works Cited 13

1. Introduction

     As we all know that an enterprise’s earnings are closely linked with trademark translation. And a good trademark translation may bring huge wealth, whereas a bad one may result in great loss.

1.1 Definition and functions of food trademarks

     Oxford Advanced Learner’s English-Chinese Dictionary defined trademark as “a name, symbol or design that a company uses for its products and that cannot be used by anyone else.”(Hornby 2143)

     In our country, trademarks are defined as symbols which the companies use to distinguish the qualities, standards and characteristics of the products they produce. 

     Normally, in business fields, trademark includes: letter, word, sound, symbol or combination of those that is used in connection with merchandise. The food trademark is also a special mark that is placed on a particular brand of article or commodity，customer can distinguish it from similar products sold by other producers easily.论文网