文化差异对商标翻译的影响_英语论文

The Effects of Cultural Difference on the Trademark Translation

摘要

随着全球经济的发展，国际贸易的竞争也越来越激烈。在这种严峻的贸易形势下，公司需要发展壮大，除了要稳固国内市场外还必须努力拓展其海外市场。在经济全球化的大形势下，商标作为代表商品名称的符号，也随之具有巨大的经济学价值。因此，商标的命名与翻译也日益受到重视。

在商标翻译中，文化因素的处理是十分重要的任务。商标翻译作为一种跨国文化活动，不仅是简简单单的一种语言转换，而是在深入了解他国文化背景、宗教信仰、风俗习惯等之后进行的再次创作。本文对中西方文化差异对商标翻译产生的影响进行了深层次的探究。文章主要从中西方文化差异的角度，通过对国际贸易中成功和失败商标翻译案例的分析，为今后的翻译者提供一些参考，最后介绍了一些商标名称翻译的原则和方法。本文的目的是帮助译者意识到文化差异在商标翻译中的巨大影响，以及避免由于文化差异而产生的误解。

关键词：商标；商标翻译；文化差异

Abstract

With the development of the global economy, the competition of international trade is becoming much fiercer. In this tough trade situation, companies are eager to get involved in the international competitions; they not only need to solid the domestic market, but also must work hard to expand its overseas market. In the great situation of economic globalization, the trademark serves as a symbol of the commodity which also has great economic value. Therefore, trademark naming and translation is becoming more and more important.

In trademark translation, cultural factor is an important task which deserves our study and attention. The brand translation is multinational cultural activity; it’s not just a kind of language translation, but a kind of recreation based on foreign cultural background, religious belief and customs etc. From the perspective of cultural differences, this paper mainly analyzes the successful and failed cases in international trade, provides some references to the translators, and finally presents some principle or methods to further promote the trademark translation. The purpose of the study is to help translators better aware of the huge impact of cultural influence on trademark translation and thus avoid mistakes caused by cultural differences.

Keywords: Trademark; Trademark Translation; Cultural Influence