摘　要

商标翻译不仅是一种语言翻译，更是一种文化翻译。作为一家公司的代名词，商标在商品促销和提高产品商业价值中起到了一个非常大的作用。随着世界的全球化，商标与商标的翻译都将会变得越来越重要。本课题的主要目的是讨论在不同的文化坏境中会对商标翻译产生不同的影响。不同的国家有不同的文化，而人们在这些国家中所接受的教育和文化背景都是不一样的。当生产商的产品想要在这些国家中推广，商品名称肯定是首要考虑的要素。本论文主要运用了调查法和案例分析法，并对东方国家与西方国家的部分的文化差异进行了对比和分析。通过对一些案例进行分析，使读者能更好地理解文化差异对商标翻译的影响。本文主要从三个方面来分析不同文化对商标翻译的影响。

关键词：商标翻译；文化翻译；影响

Abstract

Trademark translation is not only a brand translation but also a special kind of cultural translation. As a company symbol, a trademark plays an important role in promoting consumption as well as improving a commodity’s mercantile value. With the development of the globalization, it will become more and more important, and the translation of trademarks also will become more and more important. Different countries have different cultures and people in these countries have been influenced by their education and national culture. While the producers want to promote products, brand names must be the first thing to consider. The primary purpose of this study is to discuss the differences and influences about brand names translation in different cultures. Investigation and example analysis methods are used to write this paper. Through the analysis of the trademarks used by some famous brands, this paper gives readers a clear understanding of cultural influences on trademark translation. This article also contrasts the differences of cultures between eastern countries and western countries and analyzes the influences of different cultures on trademark translation from three aspects.

Key words: trademark translation; culture translation; influences

1 Introduction
This paper’s primary purpose is to discuss the differences and the influences about brand names translation in different cultures. In this article investigation and example analysis methods have been used to analyze this topic. Through the analysis of the trademarks used by some famous brands, this paper gives readers a clear understanding of cultural influences on trademark translation. This article also contrasts the differences of cultures between eastern countries and western countries and it gives a brief explanation on how different cultures influence trademark translation. Trademark translation is not only a brand translation but also a special kind of cultural translation.