不同于奈达提出的动态对等翻译原则,德国功能学派的翻译目的论为商标翻译研究开启了全新的视角。以翻译目的论的原理为理论框架,从商标翻译的目的性出发,英汉商标翻译宜灵活运用直译、音译和意译等翻译技巧。 Different from the principle of dynamic equivalence translation proposed by Nida, the translational teleology of German functionalism opens up a brand new perspective for trademark translation research. Taking the theory of translation teleology as the theoretical framework, starting from the purpose of trademark translation, we should make the best use of translation techniques such as literal translation, transliteration and free translation.