Abstract: This study aims to discuss the application of zero translation in trademark translation and establish a new mode of trademark translation. Zero translation is a new translation theory, which is in line with Functional Equivalence and Principle of Least Effort. This paper puts forward several zero translation strategies in trademark translation ----- transliteration, free translation, complementary translation and transference, and concludes that zero translation plays an important role in improving translation efficiency and promoting international communication.
Key word：Trademark translation; Zero translation; Translation strategies
CONTENTS
Abstract
摘要
1. Literature Review1
2. Description of Trademark Translation.2
3. Theoretical Basis of Zero Translation3
3.1 Functional Equivalence
3.2 Principle of Least Effort
4. Strategies of Zero Translation in Trademark Translation6
4.1 Transliteration
4.2 Free Translation
4.3 Complementary Translation
4.4 Transference
5. Conclusion.10
Bibliography.11
Acknowledgements12
