商标词是品牌的有形价值载体,是一种具有促销功能的特殊语言符号。本文从商标词形式、音韵和语义三个方面探讨了语言美学特征。商标词形式上简洁、奇特、对称以及艺术化;音韵方面响亮度高、韵律性强;而商标词的意境美则体现在其直接或间接的语义联想美。本研究为汉语商标词英译提供语言方面的理据。 The trademark word is the tangible value carrier of the brand and is a special language symbol with the promotion function. This article explores the features of language aesthetics from three aspects: trademark form, phonology and semantics. Trademark words are succinct, peculiar, symmetrical and artistic in their formal expressions; the rhyme is high in loudness and strong in rhythm; and the beauty of artistic conception in the trademark words is reflected in its direct or indirect semantic association beauty. This study provides linguistic justifications for English translation of Chinese trademark words.