1。2 Purpose of the Study

In this paper, I try to look into the application of Translation Aesthetics in trademark translation from an artistic and market economy perspective。 It is of great significance to understand the relationship between translation aesthetics and trademarks。 In this thesis, I would first elaborate the theories of Aesthetics and also the theories of Translation Aesthetics which have already been studied by previous scholars, and then attempt to combine those theories to the translation of English trademarks into Chinese。 After that, I would present some examples of such translation and try to make analysis about why they are good and the commercial value they contain。 So we can have a better understanding of its importance。 Meanwhile, some cases of failure will also be brought up to make a contrast。 The primary purpose of this paper is to apply the theories of Translation Aesthetics to the translation of English trademarks into Chinese in the commercial world。 By combining theories with real translation practice and the concrete life, this paper aims to dedicate a dint for the development of trademark translation theory and make a slight improvement to the current level of trademark translation。

1。3 Significance of the study

It is very important to understand the relationship between translation aesthetics and trademarks。 The relationship is just like sunshine to the trees: with sunshine, the trees can thrive; without sunshine, they die gradually。 With a good translation of the trademark that contains Translation Aesthetics, the brand can thrive, without it， the brand would not be remembered by people and would finally come to nothing。

Since a trademark represents the culture and image of an enterprise and gives information of a certain product or service to the customers, we cannot simply treat its translation as a transferring process from one language into another。 Producers are making every attempt to translate their trademarks perfectly so as to make the trademarks convey more information of the product and become more attractive to the customers。 So it is of great necessity to translate trademarks from the point of Translation Aesthetics。 Also, when we are translating English trademarks into Chinese, it is significant for us to take the differences between Chinese and English in two languages and the culture differences between China and Western countries into consideration。 What’s more，Aesthetic psychology differences should also be considered。 So attentions should be paid to the process of translating English trademarks into Chinese: that it should not only be faithful to the original name, but also proper to Chinese language and Chinese people’s habits of mind。 To some extent, if the translation of the trademark could be able to prompt the products to sell well, we can sometimes ignore the beauty of the original trademark。 Anyway, the primary intention of this thesis is to help enterprises find the most suitable translations of their trademarks and thus make a contribution to their profit-making。 That is to say, the study contains both academic value and commercial value, and these guarantee its significance。 文献综述

2。 Literature Review

2。1 Trademarks

2。1。1 Definition of Trademarks

A trademark is a recognizable sign, design, or expression used by a business operator so as to identify the products or services from those of others。 As a result of the increasingly fierce market competition, they not only serve to distinguish goods or services from different providers, but also represent the reputations and the images of different enterprises。 It is one of the most important things of an enterprise which shows the world the value of the company。 A trademark represents the culture and image of an enterprise and gives information of a certain product or service to the customers。 商标英译中的翻译美学含蕴及其商业价值(3):http://www.youerw.com/yingyu/lunwen_86132.html