摘  要

随着经济全球化和中国加入世贸组织，在产品销售过程中，好的商标名称以及国际化的商标名称，广告的推广发挥着重要作用。商标和广告语是一种特殊的语言符号，是商品显著特征的浓缩，是商品文化重要部分，是企业参与国际竞争的有力武器。它既是标识，又是诱饵，最终是招揽顾客，出售商品；更是一种策略，它不仅可以提高商品的知名度更可以一定范围和程度上加快商品的推广，好的商标及广告语翻译可以给企业带来巨大的财富。研究如何更好的体现英语商标及广告语中的文化内涵是必要而且紧迫的任务，在市场环境国际化的大背景下，恰当美好的广告语言，尤其是面向不同语言，不同文化的消费者时如何准确，贴切的宣传自己的商品，更是十分重要，从而商标及其广告语的研究对帮助企业占领国内外市场，提高销售额和保护知识产权有着重大意义。

关键词：商标及广告语；品牌推广；文化差异
 
Abstract

With economic globalization and China's accession to the WTO, people gradually realize in the sales process, a good brand name as well as an international brand name, advertising plays an important role in the promotion. Trademarks and advertising language is a special language symbol, is a significant feature of concentrated products, is an important part of commodity culture, and is a powerful weapon enterprises use to participate in international competition. It is an identity, but also a bait, and ultimately attract customers, sell merchandise; This is a strategy, not only can increase the visibility of goods also must have the scope and extent, must speed up the promotion of goods, while the translation of trademarks and slogans can expand the linguistic research space, enrich the connotation of linguistics. Promote the theory and practical application of the language combination. Trademark as a person's name and slogan reflects a person's inner self. Good trademark and advertising language translation can give companies a huge wealth. To study how to better reflect the English language in trademark and advertising cultural connotation is necessary and urgent task. In a market environment, international background, proper good advertising language, especially for different languages, different cultures consumers How accurate and appropriate to promote their own products, it is very important in order to study its trademark slogan of helping companies dominate the domestic and foreign markets, increase sales and protect intellectual property rights is of great significance.

Key words：English trademarks and slogans; branding；cultural differences