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ce商标翻译中的功能对等【摘要】随着经济的发展和改革开放的进一步深入，中国与世界各国的贸易更加频繁，国际市场上商品种类日见繁多。如何在品种繁多的商品中脱颖而出？商品宣传就成为国际市场推销商品和进行竞争的一种重要手段。而商标作为品牌的标志和载体，在国际贸易活动中针对其进行的翻译就尤为重要了。本文首先分析了商标的功能构成以及文化特征，并辅以具体的商标为例加以说明，接着分析了商标翻译过程中存在的文化障碍，同时指出把商标从一种语言转化为另一种语言，并跨越其间的文化障碍，保存其原有的风格，并非易事。因为商标翻译是一种特殊的文体翻译，是一种跨文化交际活动。要做好商标的翻译，这需要恰当的原则和翻译理论作指导。受奈达的“功能对等”的启发，本文提出了“功能对等”翻译理论可作为商标翻译的原则，并在此基础上总结出了五种翻译方法：1）直译，2）音译r