Abstract

As an integral part of advertising, trademark has great influences on commodity sale and the reputation of an enterprise. As the global economic integration further develops as well as China enters into the WTO, the study on trademark translation is becoming increasingly important in the face of global competition. The study on trademark translation is closely related to the study on culture, for trademark is a subject full of cultural content. By comparing successful trademark translations with unsuccessful ones from both China and western countries, this paper analyzes the influence of cultural difference between the east and the west on the methods and strategies of trademark translation from the perspective of psychology, values and social customs and conventions. In this paper, several conclusions are reached. Firstly, trademark heavily embodies the cultural differences between different cultures. Secondly, failures and existing problems in trademark translation are mainly caused by neglect of the culture in the target market. Thirdly, cultural adaptation should be applied in achieving successful trademark translations.Finally, the study on trademark translation enjoys a promising future.

KEYWORDS:trademark translation; cultural difference; cultural adaptation

摘 要

商标作为产品广告的一个不缺货缺的组成部分，对商品的销售以及企业甚至是国家信誉都有着重大影响。随着全球经济一体化的进一步发展以及中国进一步融入世界市场，商标翻译的研究显得越来越重要。商标翻译的研究与文化的研究是紧密相关的，因为商标是一个饱含文化成分的学科。本文从中西文化差异的角度出发，通过比较成功的以及失败的商标翻译实例，主要分析了不同心理因素、价值观以及社会习俗与习惯这三个不同文化成分对商标翻译的策略和方法所造成的影响，并进一步分析原因。通过研究，本文得出以下结论：即商标是一个饱含文化成分的术语；失败的商标翻译主要是由于翻译者忽视了目标文化与原文化之间的差异；在商标翻译的过程中必须进行文化适应的过程以及商标翻译的研究有着光明的前景。

关键字:商标翻译；文化差异；文化适应

1 Introduction
1.1 Significance of Trademark
    As a product of the development of the world market economy, trademark has been well regarded as a key element in the success of the advertising of an enterprise. Trademark is closely related to the sales and reputation of businesses and it has long been proved by history that a successful trademark would always facilitate the success of a business. As for trademark, it may have the following functions. Firstly, "the trademark performs the role of identifying the goods of a particular manufacturer and gives an indication of its origin, or establishes a connection in the course of trade. Secondly, trademark assures quality of the product and acts as a symbol representing the goodwill of the business."