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A Study of the Trademark Translation Strategies in the Light of Skopos Theory

Guo Yuanmeng
DOI: http://dx.doi.org/10.21013/jems.v18.n4.p5
Abstract

International trade is increasing due to the rapid development of globalization. Many businesses target foreign markets, so trademark translation plays an important role in the promotion and sales of goods in those foreign markets. Skopos theory provides strong theoretical support for trademark translation. This paper examines the manifestation of the three principles of the Skopos theory in trademark translation and discusses the guiding role of the Skopos theory for trademark translation strategy from four aspects: literal translation, transliteration, transliteration and translation, and conversion. At the same time, it explores the practical significance of trademark translation and provides a reference for future trademark translation practice.

Keywords
Skopos theory; trademark translation; translation strategy
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