摘  要

随着我国改革开放的进一步深入,经济发展和不断加强的国际交流，各种各样的进口商品大举进入中国市场，越来越多的国内产品也出口到竞争激烈的世界市场。因此，商品名称的翻译就变得非常必要和迫切的了。然而，不同于一般的翻译，商品名称的翻译是在跨文化因素的影响下，把一种语言翻译成另一种语言。而语言作为文化的一部分，并且反映了文化，文化反过来又影响语言。出口商品名作为语言的一部分，是文化的载体，洋溢着文化，与文化息息相关。因此，克服文化障碍对商品名称的翻译至关重要。在奈达的“功能对等”原则的指导下，论文将针对如何翻译好商品名这一问题，结合实际情况，参考一些翻译方法，达到商品名翻译的较好方法。力求做到商品名翻译中的语义信息，文化信息，以及消费者的反应的完美统一。这样出口商品才能在国际市场中获得文化认同，最后取得成功。

关键词：品名；翻译；文化障碍；功能对等

Abstract

With China’s reform and opening up, and the continued strengthening of international exchange, a variety of imported goods are entering into China, and more and more domestic products are exporting into the competitive world commodity market. So, the translation of commodities’ name becomes necessary and urgent. Different from the usual translation, the commodities’ name translation is under the influence of the intercultural factors. Language is part of culture and reflects culture, cultural impact of language. As a part of the language, brand name is the carrier of the culture, permeated with the culture, and is closely linked to culture. Therefore, overcoming cultural barriers are essential to commodities’ name translation. Under the guidance of Eugene A. Nida’s “Functional Equivalence” theory, this paper will use some specific principle of the brand names translation. According to the actual situation, translators can choose appropriate translation methods. Brand names translation is a perfect unity of semantic information, cultural information, and consumer’s reaction. In this way, commodities will gain cultural recognition in the target market and achieve success.

Key words: brand name; translation; cultural barriers; functional equivalence