摘要

商标是商品、质量、规格和特点的标志。作为一种跨文化活动，商标名称英译要求译者不仅熟练掌握两种不同语言，同时熟悉中西两种文化的差异，穿过表层文化挖掘深层文化意蕴，准确有效地传达出商标所蕴含的商品信息。作者拟从中西文化差异入手，分析商标翻译的特点，容易出现的问题以及相应的解决对策，从而探讨了如何准确进行商标翻译，达到促进商品销售的目的。
本文以中西文化对比为理论依据，以内容分析和案例分析为研究方法，致力于探讨商标翻译的特点以及翻译策略。本文先从商标翻译在现代社会的重要作用及商标翻译的特点入手，进而提出了在商标翻译中容易忽视的几个重要问题，紧接着，结合案例和翻译理论分析，阐述了如何进行正确的商标翻译，并列举分析了几种常见商标翻译方法。
本文不仅是商标翻译文献的必要补充，也为译者进行商标翻译活动提供参考依据，更为商品生产者提供了宝贵意见，使商标能够更好的体现商品的价值。

关键词：商标译名，文化差异，翻译理论，翻译原则，翻译误区，翻译策略 

Abstract

Trademark is the mark of the product quality, specifications and features. As a cross-cultural activities, it requires the translator not only to master two different languages but to be familiar with both Chinese and Western cultural differences at the same time. It asks translator to dig through the surface of the deep cultural connotation, and convey information of trademark commodity accurately. The author intends to analyze the main features of trademark translations, misunderstanding in translation and the relevant translation methods. In order to achieve the purpose of promoting merchandise sales, the paper also discusses how to accurately translate the trademark.
This thesis is based on the comparisons between East and West and mainly focuses on the features and the methods in trademark translation. This thesis first figures out the features and the importance of trademark translation in the commodity society, and after that some myths are mentioned, to deal with that, with the combination of theories and practical issues, this thesis put forward the methods in trademark translation.
The result of this thesis will be a supplement to the literature on trademark translation and be able to provide some reference for the translators to translate trademark in a right way, this thesis also give useful suggestions to the commodity producer to make trademark reflect the value of the commodities better.

Key words: trademark translated, cultural difference, translation theory, translation principles, translation errors, translation method