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1·On the principle of sociosemiotics, a translation is not only to represent the designative meaning but also to transfer the pragmatic meaning so as to get the functional equivalence.

符号学的翻译原则是“意义相符，功能相似”。这一翻译原则对商标词的翻译具有重要的指导意义。

2·To make the ends meet, the characteristics of Chinese brand names and cultural factors, including the designative meaning, the linguistic meaning and the pragmatic meaning, are better to be known.

要使英文商标音译达到更好的效果，了解汉语商标的特征以及汉语商标中所包含的文化因素是必不可少的。