With the accelerated development of the global economy. Economic exchanges between countries are becoming more and more frequent. The translation of trademark names has become a very important issue. Different countries have different geographical locations, cultural environments, religious beliefs and values, which causes great difficulties in the translation of trademark names. The translation of trademark words must not only convey information content, but also reflect the national characteristics of the language and conform to the cultural psychology and consumption concepts of the local market. The quality of a translation. As American scholar Al Reese said. That can make a million-dollar difference in sales results. (A. Rees. Advertising Heart Attack Strategy - Brand Positioning. Translated by M Liu Yizhi. Beijing: China Friendship Publishing Company, 1994) German translator Vermeer published "A Framework for General Translation Theory" in 1978 Teleology was first proposed in "for a General Theory of Translation". The highest criterion of translation is the criterion of purpose. He believes that the purpose of translation determines the strategy of translation. Many problems in translation cannot be solved by linguistics alone. Therefore, he breaks away from the shackles of a translation theory that pursues equivalence with the original text and proposes Translation is a purposeful behavior that is based on the client's entrustment, combined with the purpose of translation, to meet the client's requirements. Therefore, in translation, the original text is not the criterion for measuring everything. Being faithful to the original text is secondary, but achieving the purpose of translation is the most important. Translators do not need to mechanically imitate the original text according to the translation. They should flexibly choose various translation strategies and methods according to the intended purpose of the translation.

? Skopos theory of translation belongs to the functional translation theory. It inherits the reasonable elements of translation theory, breaks through the constraints of translation theory, and opens up a new perspective for translation theory. The translation of trademark names coincides with many propositions of functional translation theory and is highly consistent with the AIDA principle in advertising. The AIDA principle is a very important advertising principle. This principle holds that advertising must achieve a good metaphysical effect. It must attract consumers' attention (attention), arouse consumers' interest (interest), stimulate consumption desire (desire), and ultimately stimulate consumers to make consumption behaviors. (Zhu Yiping, Bai Hui. On the applicability of AIDA principles in trademark translation J. Journal of Northwest University (Philosophy and Social Sciences Edition) 2010 (3): 162-164.) Skopostheoretic translation theory focuses on the communicative purpose and function of the text, emphasizing the communicative purpose and function of the text. "Audience first." A trademark is like a person's name, a symbol that represents a product. It must not only conform to the aesthetic psychology of consumers. We must also strive for innovation. Many internationally renowned trademarks have become intangible assets of enterprises. Successful trademarks generally have the following characteristics: consistent with the characteristics of the goods, with associative meaning, easy to remember, aesthetic, and catchy. (Zhang Yunyan. Characteristics and Techniques of Advertising Language Translation J Journal of Hubei Institute of Education, 2005 (4) 116-117). The purpose of trademark name translation is to stimulate the purchase desire of the target language readers, so that it has the same promotional function as the original trademark, and earns maximum commercial profits for the product producers.

In order to achieve the purpose of trademark name translation, we must overcome national psychological and cultural barriers and language barriers, and use various alternative methods as much as possible to get rid of the shackles of rigid translation. There are roughly several methods of translation: homophonic meaning method, transliteration method, literal translation method, innovative method, cutting and spelling method, abbreviation method, etc.

1. The best strategy in translation: the homophonic meaning method. This kind of translation method is to try to select words that are homophonic to the original trademark name and have a positive meaning when translating, so as to fully conform to the cultural characteristics and audience psychology of the target language. For example: Safeguard is a soap brand that literally means "security" and is translated as "safeguard". When you hear it, you will want to buy it. It is a good product that makes your skin comfortable. The famous car brand Benz was first translated as "Benz", Taiwan translated it as "Pingzhi", and Hong Kong translated it as "Benz". These translations failed to arouse people's interest. Later, it was translated into "Benz", which made people feel refreshed. , there is a feeling of lightning speed. BMW is a famous German automobile brand. It is the abbreviation of Bavarian Motor Works. It is translated as "BMW", which is very appropriate.

Coca Cola. was originally translated as "tadpole chewing wax", which was confusing. Later it was translated as "Coca-Cola", which is both homophonic and festive.

Pepsiclla? is translated as "Pepsi Cola" , which makes people feel happy with Pepsi. As a famous sports brand, Nike means the goddess of victory in Greek mythology, but few people in Chinese culture know that it is translated as "Nike" and has the endurance to overcome difficulties and achieve victory. Viagra (Viagra), Revlon is an American cosmetics brand, which is homophonically translated as "Revlon". The word is taken from the famous poem "Qing Ping Diao" written by the poet Li Bai of the Tang Dynasty, which describes the beauty of Yang Guifei: "The clouds think of the clothes and the flowers think of the face. "The spring breeze carries the Buddha and the dew blossoms are thick." This kind of translation that takes into account both sound and meaning is faithful to the original text without being rigidly rigid. It leaves a beautiful and deep impression on the audience, thus increasing sales.

China’s Very Cola, when translated into English, also uses a homophonic meaning, Future Cola. The translation is very clever, indicating that this drink can lead the future. Head & Shoulder cannot be directly translated as head and shoulders. It is translated as "Head and Shoulders". It is very beautiful and the characteristics of shampoo and conditioner can be clearly seen. The examples go on and on.

? 2. Cultural differences and the translation of trademark names

? Of course, some names of people and places can be purely transliterated or not translated, such as Maotai and Qingdao. beer), Sharp (Sharp) OMO (Omo), etc. Due to the cultural differences between English and Chinese, Chinese people are more reserved and restrained. For example, Kiss Me (lip balm trademark) is translated as "kiss me", which is generally unacceptable to Chinese audiences, so the transliteration is used, with kiss and the Chinese words "actually" and "奇士" ", Me is transliterated as "beauty", and "Qishimei" both sound catchy, and highlight the performance and attributes of the product, giving consumers the enjoyment of beauty and a beautiful artistic conception. Poison perfume brand. It can't be directly translated as "poison", but translated as "God of One Hundred Loves". The original meaning of Sprite is "little fairy", which is translated as "Sprite" according to the characteristics of the product, which is very in line with the aesthetics of the Chinese people.

Particular attention should be paid to the English and Chinese cultures’ preferences for numbers, colors, and the likes and dislikes of different animals. Special attention should be paid to the translation to avoid misunderstandings. For example, the English translation of "white elephant" (battery) is White Elephant. This is a typical translation error. In English, White Elephant refers to expensive and useless things. No wonder no one cares about it. Whitte feather, refers to weak and incompetent behavior. Goldern Clock, Golden Rooster brand alarm clock, however, in Western culture, cock refers to male genitals, which can be changed to transliteration or Chinese Pinyin.

In the translation of brand names, we must pay more attention to cultural differences and be particularly careful in word selection. For wine, brandy and whiskey with the same reputation, people prefer the brand name "Brandy", with white clouds and blue sky. In this land, "whiskey" means something that even mighty warriors should avoid. Brandy sales have always been far ahead in China! It should be due to the translation of the brand name.

In short, under the guidance of the skopos theory of dynamic translation theory, by adopting appropriate translation strategies and paying attention to the influence of different cultural backgrounds, we can build a bridge between cultures. Contribute to global economic integration,