Abstract:

Nowadays, the international characters of the brand name are becoming more and more notable with the continual increase of the internationally economic exchange. Brand name is the sign of goods and the core of culture. Under the background of economic globalization, the increasingly links with the rest of the word, brand name translation has become the key of sales. In recent years, experts and scholars have written lots of books about the principles and methods of brand name translation, but they pay less attention on the taboos of brand name translation. Cultural differences are an important factor affecting the brand name translation. In order to allow consumers to have a good impression of goods and led to consumer behavior, this thesis will on the basis of the understanding of the cultural differences and taboos of countries to analyze the influences on brand name translation, try to make consumers maximize understand and accept all information and functions, thereby increasing sales of goods.

Key words: brand name；translation；taboos

摘要：

如今，随着国际商品交换的日益增长，商标的国际化特征越来越明显。商标是商品的标志，是商品文化的核心部分。经济全球化的今天，世界各地的联系日益密切，商标翻译则成为商品销售的关键所在。近年来，专家学者们对商标的原则和方法有诸多的论述，而专门从商标翻译的禁忌角度讨论商标翻译却为数不多。民族文化差异是影响商标翻译的重要因素，为了让消费者对商品有美好的印象而促成消费行为，本文将在了解各国文化差异及禁忌的基础上，着重分析商标翻译的禁忌尤其是中西文化差异、各国的禁忌对商标翻译产生的影响，使商标所承载的所有信息及功能最大限度的让消费者理解和接受，从而提高商品的销售。

关键字：商标；翻译；禁忌

1. Introduction
Nowadays, the international characters of the brand name are becoming more and more remarkable with the continual increase of the internationally economic exchange. With the increasing globalization of world and China’s entry into the WTO, more and more companies are facing the problem about the competition in the business. In order to succeed in the competition and to earn more reputation and profit, the first thing to be taken into consideration is the way to make the products understood and loved by the consumers. In the competition, many companies will come to the international market, there is an important thing that can not be forgot by companies is the brand name and the translation of brand name.