摘  要

商标翻译是一项复杂的跨文化的语言文化交流活动。从某种意义上说，这不仅是一种语言翻译, 更是一种文化翻译。商标是语言文字与文化的结合而餐饮作为新时代最受关注的行业，餐饮商标的翻译无疑备受瞩目。由于文化背景的差异造成了中国人与美国人在思维方式、 价值取向和艺术品位的不同。商标的翻译必须在尊从目标市场的文化传统, 保留商标本身的民族魅力, 使源语商标所承载的所有信息及功能最大限度地在译语商标中体现出来。一个成功的商标翻译除了遵循两种语言的翻译原则和规律外, 还必须注重研究与两种语言相关的文化因素,特别是目标语国家的文化因素。一旦我们跨越了源语与目标语之间的文化障碍, 并且成功地处理文化交流中的问题, 我们就能译出符合消费者审美和消费需求的商标. 商标的翻译必须考虑中美文化交流的双向性, 深入理解中外译名的含义, 最终找到一个最合适的目的语。

关键词：餐饮行业；中美；商标翻译

Abstract

Trademark translation is a complex communication activity through across-cultural language and culture. In a sense, it is not only a language translation, but also a cultural translation. A brand name is a combination of the native language and culture. However, as for the most influential industry, catering industry trademark translation get a lot of public attention. Due to the different background，people in China and America have different thought, value orientation, and artist taste. Brand name translation must obey the traditional culture of the target market, obtain the original national charm, embody the most information which reserved in the source language on the target language trademark . A successful brand name should not only obey the translation principles and rules of two languages, but also attach importance to the cultural element connected with the two languages, especially the cultural element in the target language countries. Once we overcome the cultural barriers between the source language and the target language, and solve the problem during the process of the cultural communication successfully, we can translate the brand name which satisfy with consumers' aesthetic taste and consumer psychological. The translation of brand name should consider about the cultural exchange both in China and American, have a deep understanding of the brand name connotation in domestic and abroad and search a most properly target name consequently.

Key words: Catering industry; Chinese-America; Trademark translation