针对驰名商标英译在语用方面的顺应阙失问题,本文提出“音译为主,意译为辅,文化顺应”的基本策略,在产品特征、语言习惯、民族文化、美学特征、消费者心理等方面动态顺应中国企业和西方消费者,努力再现原商标的标示作用、导购作用和广告作用。 In view of the lack of compliance with the well-known trademark translation in pragmatics, this paper proposes the basic strategy of “transliteration, paraphrasing and cultural conformity”, in the aspects of product features, language habits, national culture, aesthetic characteristics, consumers Psychological and other aspects of dynamic compliance with Chinese enterprises and Western consumers, and strive to reproduce the role of the mark of the original trademark, shopping guide role and advertising role.