商标翻译是跨文化交际的活动,本文从语音理据、语义理据、语用理据三方面分析了中外服装品牌命名理据特点与差异,得出只有三者相结合,才能符合目标语人们的语言习惯,从而避免交际障碍,以达到进行有效的跨文化交际之目的。 Trademark translation is an activity of intercultural communication. This paper analyzes the characteristics and differences of the naming rationale of Chinese and foreign apparel brands from three aspects: phonetic motivation, semantic motivation and pragmatic motivation. It concludes that only when the three are combined can one meet the language habits of the target language, So as to avoid communicative barriers and achieve the purpose of effective intercultural communication.