孙美玮编著的《基于功能对等的商标词翻译研究》以尤金·奈达的“功能对等”理论作为商标翻译必须遵循的基本原则。尤金·奈达是西方翻译理论界的代表，他的“功能对等”理论对翻译研究有着重大影响及指导意义。他认为，翻译是在译入语中用最切近、最自然的对等语再现原语的信息。本书在“功能对等”理论指导及大量英汉商标实例分析的基础上，总结出以下几种常用的基本翻译方法：（1）音译；（2）直译；（3）直译和音译相结合；（4）调整法。在商标翻译实践中，译者应灵活运用这些翻译方法，以期用最切近、最自然的对等语再现原始商标的信息，引起消费者的有益联想，激发他们的购买欲望。

Chapter One Introduction

 1.1 Background of the Study

 1.2 A Review of Studies on Trademark Translation in China

 1.3 The Layout of the Book

Chapter Two The Theoretical Foundations

 2.1 The Relationship between Language and Culture

 2.2 Nida's Functional Equivalence

2.2.1 An Overview of Nida's Functional Equivalence

2.2.2 The Necessity of Nida's Theory on Trademark Translation

Chapter Three The Effect of Cultural Factors in Trademark Translation

 3.1 Different Religious Beliefs

 3.2 Different Customs and Habits

 3.3 Different Thought Patterns and Concept Values

 3.4 Different Consumer Concepts

3.4.1 Pursuing Good Luck

3.4.2 Pursuing Elegance

 3.5 Different Psychology Structures

3.5.1 Consumer Psychology

3.5.2 Aesthetic Psychology

 3.6 Cognitive Differences

3.6.1 Cognitive Differences of Trademark Translation toward Animals

3.6.2 Cognitive Differences of Trademark Translation toward Plants

3.6.3 Cognitive Differences of Trademark Translation in Color Preferences

3.6.4 Cultural Differences in Numbers

Chapter Four The Strategies of Trademark Translation

 4.1 Definition of Trademark

 4.2 Functions of Trademark

 4.3 The Strategies of Trademark Translation Based on "Functional Equivalence"

4.3.1 The Method of Chinese Pinyin

4.3.2 Transliteration

4.3.3 Free Translation

4.3.4 Literal Translation

4.3.5 Combination of Transliteration, Free Translation and Literal Translation

4.3.6 Creative Translation

Chapter Rue Conclusion

 5.1 Conclusion of the Study

 5.2 Limitations of the Study

Bibliography

Appendix I Trademarks by Transliteration

Appendix II Trademarks by Free Translation

Appendix III Trademarks by Mixed Translation

Appendix IV Trademarks by Creative Translation

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