论文总字数：35439字

摘 要

商标翻译有着双重的研究意义，一方面能拓宽商标命名和语言学的研究空间，另一方面好的商标翻译可以给企业带来巨大的财富。本文将认知隐喻理论运用到英语商标翻译的研究中，首先介绍商标本质，对比中英商标的特点，接着对近几年英语商标的翻译进行文献综述。再从定义、普遍性、分类、工作机制等几个方面来理解认知隐喻的概念。然后讨论将该理论应用到英语商标翻译中的四种方法：音意结合、音译、直译、创新法。

关键词：认知隐喻；英语商标；商标翻译

Contents

1. Introduction 1

2. On English Trademarks 1

2.1 Brief Introduction to Trademarks 1

2.2 Studies on Different Perspectives of English Trademark Translation 3

3. Cognitive Metaphor Theory 4

3.1 Introduction to Cognitive Metaphor 4

3.2 Working Mechanism 5

4. Application of Cognitive Metaphor to the Translation of English Trademarks 7

4.1 Complementary Translation 7

4.2 Transliteration 9

4.3 Literal Translation 10

4.4 Creative Method 11

5. Conclusion 13

Works Cited 15

1. Introduction

Studies of trademark translation have a two-fold significance. For one thing, it broadens the research scope of trademark naming as well as linguistics, thus promoting the process of integration of theoretical research and practical application. In addition, since there are no fixed standards and modes for trademark translation at home, especially for English trademark translation, the study of it becomes more valuable. For another, excellent trademark translation brings enormous wealth to companies. In today’s globalized world, large numbers of brands worldwide converge on the Chinese market, which makes translation of English trademarks an important task for foreign companies.

Recently, experts have started intensive research on it. Therefore, more and more theories are applied into the translation of trademarks. However, few people do the research of trademark translation by employing cognitive metaphor theory. In fact, metaphor, “a central tool of our cognitive apparatus, has been of interest to scholars in a wide range of disciplines, including linguistics, psychology, philosophy and literature” (Cameron amp; Low, 2001: x). With the perfection of cognitive metaphor theory, it is possible that it should become the theoretical basis of trademark translation.

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 individual 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 amp; 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:

First, Chinese trademarks emphasize internal implications while English trademarks highlight external images (Feng Xiuwen amp; Yan Dawei, 2012: 37). Take the trademark “Caterpillar” (tractor) for example. We Chinese will not use it as the name of a trademark because caterpillar is a kind of animal, i.e. carpenter worm (毛毛虫), which does not have any good associative meanings. But the trademark is depicted as an impressive and vivid one in English trademark naming when it is applied to a certain crawler tractor (履带式拖拉机) that is similar to a caterpillar in the motion of moving forward.

Second, Chinese trademarks pay attention to aesthetic qualities while English trademarks lay stress on practical effects (Feng Xiuwen amp; Yan Dawei, 2012: 39). When naming a trademark, Chinese tend to beautify it by taking full advantage of Chinese characters. Good examples of this phenomenon are: “雅倩” (cosmetics), “金六福” (alcoholic drink), “优乐美” (milk tea), etc. But this kind of naming method couldn’t happen in English trademarks, for foreigners usually focus on the practical effects and do not use rhetoric words. Examples are: “Microsoft” (computer software), “Shell” (gasoline), “Playboy” (clothes), etc.

Third, Chinese trademarks attach importance to reputation while English trademarks focus on personality cult (Feng Xiuwen amp; Yan Dawei, 2012: 39). In traditional Chinese culture, people are inclined to respect persons or things that enjoy a high reputation. So it is nothing strange for companies to show the properties and qualities of their products by using reputation of some persons or things in the process of trademark naming. Examples are: “中华” (cigarette), “香格里拉” (hotel), “李宁” (sport shoes), etc. On the contrary, foreigners respect persons or things around them. People tend to use the names of the establishers of companies, the inventors of products or certain places as their trademark names. Examples are: “McDonald’s” (fast food), “Ford” (automobile), “Nokia” (mobile phone), etc.

Therefore, when translating English trademarks, translators should have a clear understanding of the differences between Chinese and English trademark characteristics. Based on this, they should try their best to make the translated version conform to the features of Chinese trademarks so as to attract more consumers.

2.2 Studies on Different Perspectives of English Trademark Translation

In recent years, with the increasing demand of English trademark translation, there have been more domestic studies on English trademark translation from different perspectives.

From the perspective of culture, Zhu Yaoxian argues that successful trademark translation needs to lay emphasis on the research and comprehension of two kinds of distinct cultures; he exemplifies the negative influence under cultural conflicts and puts forward five ways of trademark translation concerning culture: transliteration, literal translation, complementary translation, free translation and omission translation (Zhu Yaoxian, 2003: 121-24). From the perspective of aesthetics, Tian Fushan and Ma Ruofei consider trademark translation as a kind of aesthetic activity; they analyze the aesthetic features of trademarks in the aspects of sound, form, and image and come up with three aesthetic principles in the process of translation: attention to differences of aesthetic perception among different nations, proper choice of words which are full of sense of beauty and attention to hobbies and taboos of different nations (Tian Fushan amp; Ma Ruofei, 2007: 82-83).

Besides, by using new linguistic and translation theories, a large number of scholars invent their own principles and methods of trademark translation. Li Junfang and Li Yanlin study trademark translation from the orientation of trademark naming; they think that trademark translation has a certain orientation which can be divided into national orientation, cultural orientation, psychological orientation and aesthetic orientation (Li Junfang amp; Li Yanlin, 2002: 68). Liu Yajun applies functional equivalence theory into trademark translation and analyzes several translation strategies (Liu Yajun, 2010: 88-96). Dai Rong points out that skopostheorie has made a great contribution to trademark translation: first, it has broken through the limitation of traditional translation standards, providing a theoretical base for translators to translate trademarks flexibly; second, it has surpassed the traditional theories of faithfulness and equivalence and believes that the effect of translated versions can be better than that of the original versions (Dai Rong, 2004: 182). Li Youhua explains trademark translation from the perspective of cooperative principle which can be specified as four maxims: the quantity maxim, the quality maxim, the relation maxim and the manner maxim (Li Youhua, 2003: 13). Feng Tao applies the adaptability theory into trademark translation and provides five adaptability modes: sound adaptability, meaning adaptability, adaptability to different political systems, adaptability to cultural differences and adaptability to consumer psychology (Feng Tao, 2008: 141).

Through the literature review in this section, we can see that the studies of English trademark translation today have taken on a multi-angle and diversified tendency. However, rarely have any scholar talked about cognitive metaphor in their studies. Therefore, the author chooses this research angle in the following sections.

3. Cognitive Metaphor Theory

3.1 Introduction to Cognitive Metaphor

As we all know, metaphor is a kind of rhetoric device. It is used to compare two things, showing what they have in common. However, after years of studies, researchers have found the cognitive essence of metaphor. That is, the process of metaphor is not only an inevitable means of human cognition, but a foundation for human to cognize the world. Linguists Lakoff and Johnson, coauthors of Metaphor We Live by, which marks that the study of metaphor has been incorporated in the field of cognitive linguistics, explain that “the essence of metaphor is understanding and experiencing one kind of thing in terms of another” (Lakoff amp; Johnson, 2003: 5). They think that “metaphor is pervasive in everyday life, not just in language but in thought and action; our ordinary conceptual system, in terms of which we both think and act, is fundamentally metaphorical in nature” (Lakoff amp; Johnson, 2003: 3). So the use of metaphor is a universal phenomenon in language. People always tend to employ it unconsciously. British linguist Richards states that “our life is full of metaphor which appears on average in every three words we have said in our oral communication” (Hu Zhuanglin, 2004: 38). For example, the expressions like the foot of the hill (山脚), the leg of the bench (凳腿), computer desktop (电脑桌面), etc. are all metaphors in our daily life. Besides, there exist a lot of metaphors in economics like invisible hand (无形的手)，floating exchange rate (浮动汇率), bull market (牛市), economy recovery (经济复苏), trade war (贸易战), etc.

Lakoff and Johnson have described three types of metaphors in their book: structural metaphor, orientational metaphor, and ontological metaphor. A structural metaphor is a conventional metaphor in which “one concept is metaphorically structured in terms of another” (Lakoff amp; Johnson, 2003: 14). Take the structure “Time is money” for example. In ordinary life, it is common to hear the expressions like “I spent lots of time on it” or “The project cost me too much time” from others. Hence it can be seen that the structural metaphor has been reflected in our everyday language. An orientational metaphor is a metaphor that “organizes a whole system of concepts with respect to one another” (Lakoff amp; Johnson, 2003: 14). For instance, we always use the orientational words to express our emotions: “I’m feeling up” or “I’m down today”. In fact, it is the orientational metaphors “happy is up” and “sad is down” that work. And an ontological metaphor is an entity and substance or a container metaphor. An entity and substance metaphor is a metaphor focusing on physical objects or substances. Trademark belongs to an entity metaphor in that the physical product is represented by the trademark. A container metaphor is a metaphor with “a bounding surface and an in-out orientation” (Lakoff amp; Johnson, 2003: 29). For example, “I move out of the room” includes a container metaphor.

3.2 Working Mechanism

In order to have a better understanding of cognitive metaphor, we need to know its working mechanism. According to Lakoff and Johnson,

“Metaphor is the cognitive mechanism whereby one experiential domain is partially mapped onto a different experiential domain, the second domain being partially understood in terms of the first one. The domain that is mapped is called the source or donor domain, and the domain onto which it is mapped, is called the target or recipient domain.” (Dirven amp; Pörings, 2003: 211)

Therefore, from the cognitive perspective, a complete metaphor consists of two parts: the source domain which is the concept we are familiar with and the target domain which tends to be abstract and unknown concept. When the mapping happens, it is usually the case that the properties and structure of the more concrete and familiar domain is projected onto the relatively abstract and unfamiliar domain, thus the source domain can help us better understand the target domain. The process of mapping has three features. First, the projection that the properties of the source domain are mapped onto the target domain is unidirectional (Shu Dingfang, 2011: 22). In other words, it is impossible for the target domain to map onto the source domain. Besides, the mapping is partial because only part of the framework of the source domain will be mapped onto the target domain (Shu Dingfang, 2011: 23). In addition, the mapping is not casual in that it must obey the Invariance Principle; namely, the structure that the source domain maps onto should correspond to the inherent structure of the target domain (Shu Dingfang, 2011: 22).

Then why can the source domain map onto the target domain? It is the similarities between the source domain and the target domain that play a role in the working mechanism of cognitive metaphor and make the mapping possible. As Lakoff and Johnson said, “metaphors can be based on similarities” (Lakoff amp; Johnson, 2003: 153). From the cognitive perspective, similarities are the common characteristics or relations that the cognitive subject has established between different things and every similarity is involved in the process of psychological activities of the cognitive subject. On the basis of similarities, people can infer the attributes of one object from that of another. As a result, they learn new things and expand the scope of cognition. From here we see that looking for the similarities during the emergence of metaphorical meaning is the key point in translation. The more similarities we find, the better we comprehend the new things. Take the sentence “Love is a journey” for example. In this metaphor, the connotation and characteristics of “journey” (source domain) are mapped onto “love” (target domain), which adds new meanings to “love” and enriches the intension of “love”. When associating “journey” with “love”, we can find that they have lots of similarities: both are full of happiness and bitterness, both need to spend money, both could stop halfway, both could be short or long, etc. In this way, we can understand “love” well by using our knowledge about “journey”.

4. Application of Cognitive Metaphor to the Translation of English Trademarks

The concept of mapping can be applied into trademark translation. The English version can be considered as the source domain and the translated version as the target domain. In this case, the image of the English version will be mapped onto that of the translated one. If the Chinese readers can receive the same image as the English readers, our translation is surely appropriate. By analyzing the metaphor working mechanism implied in the following four methods, the author wants to prove that whether the translation of trademark is successful or not depends on the similarities the translator finds between the original trademark and the translated one in the process of translation. The more similarities the translator finds, the more successfully the trademark is translated.

4.1 Complementary Translation

This method of translation requires that the pronunciation of the translated trademark is similar to the original trademark and the translated trademark should have the same implication with the original one at the same time (Li Yi, 2009: 625). So this kind of method can fully demonstrate the goods’ features and is comparatively easy to remember for consumers. In the process of translation, the translator should first understand the metaphor implied in the original trademark, then search for the similarities between the original trademark and the translated one in sound and meaning, and finally transfer the metaphor of the original trademark to the translated one on the base of similarities.

There is a famous soap brand named “Safeguard” and its translated name is “舒肤佳”. The metaphor of “Safeguard” in English is considered as “safety and protection”. Soaps with “Safeguard” as their brand subtly convey the information to consumers that its products are useful and safe in function and can wash away many bacteria. On the other hand, “舒肤佳” has the meaning of comfort and safety, which similarly suggests the fine quality of its soaps. Besides, “Safeguard” and “舒肤佳” are similar in pronunciation. By using cognitive metaphor, the translator not only successfully finds the similarity between the original trademark and the translated one in meaning, but also finds the similarity between the two versions in pronunciation. Moreover, the form of the translated trademark is concise and legible, which reaches perfect unity in sound, form and meaning.

Another example is a kind of facial foam brand “Clean amp; Clear” whose Chinese translation is “可伶可俐”. “Clean amp; Clear” gives the consumers an impression that its products could make the skin totally clean and tidy; and “可伶可俐” also gives consumers a similar impression concerning the quality of this facial foam (Huang Jie, 2012: 17). People think that they could become bright and clever because of their clean skins after washing face. In addition, “Clean amp; Clear” and “可伶可俐” are similar in pronunciation. From here we can see that the metaphor in “Clean amp; Clear” is transferred to “可伶可俐” on the base of similarities in sound and meaning, which reflects the charm of cognitive metaphor.

The ingenious application of cognitive metaphor is also reflected in a diaper brand “Pampers” whose Chinese translation is “帮宝适”. The meaning of “Pampers” in English is that someone looks after somebody carefully; the literal meaning of its translated version “帮宝适” is to help babies get rid of wetting situation and let them enjoy the cleanliness and comfort, which is closely related to the function of diapers (Huang Jie, 2012: 18). So the three words also imply that babies are taken good care of by their parents. On the other hand, the pronunciation of the two versions is very similar to each other. By employing cognitive metaphor, the translator explores the similarities between the original trademark and the translated one not merely in meaning, but in sound. As a result, “Pampers” enjoys a high reputation in China due to the thoughtfulness of the brand name and the good quality of its products.

Washing powder brand “Tide” has a successful translated name in China, i.e. “汰渍”. From the perspective of meaning, both trademarks indicate that the products they represent have a strong power to remove stains. From the perspective of sound, both trademarks have similar pronunciations. Therefore, “汰渍” receives most of the metaphorical meanings from “Tide”, thus achieving a good sale in Chinese market.

4.2 Transliteration

Transliteration means that trademarks are translated into similar names in pronunciation according to the original ones (Li Yi, 2009: 625).This method is suitable for the trademark named by the names of people, companies, places or things having commemoration significance or with novel characteristics. Apart from the features of simplicity and practicability, the translation strategy is able to retain the phonetic beauty of the original trademark. When translating, the translator should comprehend the metaphorical meaning in the original trademark first, then find the similarities between the original trademark and the translated one in sound, and lastly transfer the metaphor of the original trademark to the translated one according to the similarities.

There is a popular kind of chocolate brand “Dove” whose implied meaning is “Do You Love Me”. So when the Valentine’s Day comes, boys and girls always send “Dove” chocolate to each other to show love. Another implication of “Dove” is purity and innocence. Translated as “德芙” in Chinese market, “Dove” is nothing to do with “德芙” in meaning. However, they are pronounced nearly identically. With the similarity in pronunciation, the sound of “Dove” is partially mapped onto “德芙”, thus making the Chinese consumers receive the similar feelings of the original trademark with the foreign consumers.

Sport shoes brand “Nike” is named after a certain missile in America in 1950s, which implies that “Nike” has amazing speed and power (Gu Weiyong, 2005: 80). But its translated name in China is “耐克”, which implies the durability of the shoes. Obviously the two trademarks highlight the quality of the shoes from different angles: one in speed and the other in durability. Despite the difference in meaning, the two trademarks have similar pronunciations. Therefore, the articulatory feature of the original trademark is mapped onto the translated one, which contributes to a successful translation.

Famous computer supplier “Dell” is founded in the name of its creator Michael Dell and its Chinese name is “戴尔”. By using cognitive metaphor, the translator directly finds the similarity between the original and translated trademark in pronunciation and applies the similar sound in the translation. As a result, the original features of “Dell” remain in “戴尔”, which makes it easy for consumers to remember.

Another example is “Santana”, the brand of a kind of car, whose Chinese translation is “桑塔纳”. The trademark of the Germany-made cars is under the name of a gust of strong wind sweeping through a valley in California, America and the local people call it “Santana”; the designers of the trademark hope that their cars could sweep the competitive market as powerfully as the wind (Gu Weiyong, 2005: 79). Although “桑塔纳” fails to preserve the meaning of “Santana”, its resemblance in pronunciation with “Santana” makes the translation successful.

At the same time, we should choose proper words when using transliteration. According to the characteristics of Chinese trademark, it is suggested to employ words like “倩”, “芳”, “雅”, “芬”, “婷”, “福”, “宝”, etc. rather than elusive or rarely used words. Take “Coca-cola” for example. The English trademark was once translated as “蝌蚪啃蜡” which made consumers feel that their products taste as astringent as wax and led to a poor sale. It was not until “蝌蚪啃蜡” was substituted by “可口可乐” which met the aesthetic principle and gave consumers an impression of good taste and mood that the beverage won a big sale in China.

4.3 Literal Translation

Generally speaking, literal translation is a word-for-word translation. Words that have the same or similar meanings to the original trademark will be chosen to form the translated one (Huang Jie, 2012: 18). The translation method applies to the trademark named by ordinary words, such as animals, plants, rivers, etc. This method can perfectly convey the meaning of the original version and show the style of the original one. During translation, the translator should understand the metaphor included in the original trademark, look for the similarities between the original trademark and the translated one in meaning, and transfer the metaphor of the original trademark to the translated one on the basis of similarities. For example:

The well-known American computer and cell phone brand “Apple” is directly translated as “苹果” in China. When we see the two trademarks respectively, we produce the same image of the two in our brain because they both communicate the meaning that their products are as ordinary as apples in our life to consumers. Based on the common meaning, the metaphorical sense of “Apple” is easily mapped on “苹果”, thus making their products close to the everyday life.

“Camel” is an American cigarette brand. In China, its translated name is “骆驼”. When it comes to the animal, we all know that it is wild and free, vigorous, courageous and has the spirit of adventure. Because of the common ground that the two trademarks imply, the metaphorical meaning of “Camel” is systematically transferred to “骆驼”, communicating the information and feelings of the original trademark to the translated one and achieving a harmony between the two trademarks.

Biscuit brand “Prince” has a Chinese name “王子”. The snack food is very popular among children in that they believe the biscuits, represented by the prince in the fairy tale, can bring energy and strength to them. On the basis of the common belief, the metaphor in “Prince” is projected onto “王子”, thus contributing to a big sale in Chinese market.

Meanwhile, when adopting the literal translation, we should be aware of the cultural differences from the angle of animal, color and number (Yuan Lisheng amp; Chen Shulan, 2007: 205). For instance, dragons are auspicious animal in China, but they are seen as the symbol of evil in western countries. There is a famous car brand “blue bird” in foreign countries and we translate it as “蓝鸟”. However, the cultural meaning of “blue bird” is happiness which we fail to understand and translate. In Chinese traditional culture, nine is a lucky number because it has the same pronunciation with “久”, which means “permanent”. For this reason, medicine brand “999” is invented in our country. But in foreign countries, the number nine does not have this meaning. For another example, seven has a positive implication in the west, hence it is used in the beverage brand “7-up” (七喜). But in China, seven is an ordinary number.

4.4 Creative Method

This translation method gets rid of the restriction of the sound and meaning of the original trademark (Huang Jie, 2012: 18). In the process of translation, the translator should comprehend the metaphorical meanings the original trademark conveys, explore the products’ features and try to create a similar metaphorical sense to the translated trademark. For instance:

“Rejoice”, a famous shampoo brand, is translated as “飘柔”. “Rejoice” means “cheer and excite” while “飘柔” means “elegant and soft”. So the translation breaks the literal meaning of the original trademark. Based on the partially similar pronunciation between “rejoice” and “柔”, the translator boldly extends the meaning of “Rejoice” in the way of associating the translated trademark with elegant and soft hair (Huang Jie, 2012: 18). In this case, the similarities we want to find are the same feelings that the two trademarks bring about rather than the same pronunciation or meaning. Through the transference of metaphorical meaning from “Rejoice” to “飘柔” on the basis of similar feelings, the shampoos that “飘柔” represents sell well in domestic market.

Another shampoo example is “Head amp; Shoulders” whose Chinese name is “海飞丝”. “Head amp; Shoulders” lets consumers think of the effect of their products that by using this kind of shampoo, their hair will become very smooth when they comb hair from head to shoulders (Liao Guoqiang amp; Jiang Lirong, 2011: 385). But if we simply translate the English trademark as “头和肩膀”, the image and feeling that the trademark reflects will be broken. Hence the translator adopts “海飞丝” to express what “Head amp; Shoulders” indicates. When we see the trademark “海飞丝”, we also think of smooth hair with no dandruff after employing the shampoo. With the same image and feeling that the two trademarks give us, the metaphor in “Head amp; Shoulders” is favorably transferred to “海飞丝”, resulting in a perfect translation.

“Whisper”, a well-known trademark of feminine hygiene products, is translated as “护舒宝” in China. “Whisper” means “speak in a low voice” and gives us a feeling of quietness and softness. If the trademark is directly translated as “低声细语” according to the meaning of “Whisper”, our consumers may not quite understand the products that the trademark stands for. Therefore, the translator creatively substitutes “护舒宝” for “低声细语”, which gives us a similar feeling of well protection and comfortable experience. Based on these similar feelings the two trademarks produce, the metaphorical sense of “Whisper” is easily mapped onto “护舒宝”. As a result, the successful creative method makes the products that “护舒宝” represents popular among Chinese female consumers.

“Crest”, a familiar toothpaste brand for us, is translated as “佳洁士” in China. We can easily associate this kind of toothpaste with high quality product in that the literal meaning of “Crest” is “the top of the mountain”. However, we can not simply translate the trademark as “山顶”. Instead, we should translate it in accordance with the feeling that the original trademark gives us. Therefore, the translator creates “佳洁士” which means good quality and excellent cleaning effect that the products bring about. In this way, a similar metaphorical meaning is created to the translated trademark, leaving a profound impression to consumers.

5. Conclusion

This paper has mainly talked about English trademark translation on the basis of cognitive metaphor theory. First of all, after analyzing the essence of trademarks and the distinct features between Chinese and English trademarks, the author has looked back on previous studies on English trademark translation and found that although there exists a multi-angle tendency on trademark translation studies, still few scholars turn their eyes to the fields of cognitive metaphor. So a new perspective is the creative point of this paper. Then the author has introduced the cognitive metaphor theory from several aspects: definition, universality, classification and working mechanism. Considering the importance of working mechanism of cognitive metaphor, the author has separately singled it out and elaborated it in detail. Furthermore, the author has discovered that similarities are fundamental to the working mechanism. Finally, the author has applied the cognitive metaphor theory into actual English trademark translation by using four translation methods: complementary translation, transliteration, literal translation and creative method. Of the four methods, the first method is the optimal one. A conclusion has been drawn after exemplifying four methods. That is, the more similarities we find, the more successfully we translate.

However, there are still some limitations in this paper. On the one hand, examples are insufficient since English trademarks are numerous both in all walks of life such as food, clothes, shoes, furniture, electric appliance, washing materials, etc. and in each specific industry. So it is very hard to know all of the English trademarks. On the other hand, the translation methods are limited. In general, the methods of trademark translation can be divided into transliteration, literal translation, free translation and complementary translation. The author just omits the free translation and uses the creative method instead. So there isn’t any breakthrough in the translation methods in this paper. Therefore, there is large room for improvement and further research need to be done in the field of English trademark translation from the perspective of cognitive metaphor.

Works Cited

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