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《Overseas English》 2011-01
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On Subject's Creativity in Trademark Translation

HAN Wei(Shanghai Institute of Foreign Trade,Shanghai 201600,China)  
In the practice of trademark translation,the principle of "Faithfulness" often serves as directive functions in theoretical terms.With an orientation to the Aesthetic Psychological、cultural background and the acceptable customs of the readers of target language as well as an aim to achieve an ideal and effective acceptance,the translators should have creative consciousness in the concrete process of translation.This paper,by analyzing the translators' aesthetic perception、cultural awareness and connotative awareness,will discuss the important value of creative thinking that shows in the trademark translation.
【CateGory Index】: H315.9
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