文化差异中的商标翻译.docVIP

【标题】文化差异中的商标翻译 【作者】向 娟 【关键词】商标；翻译；文化差异 【指导老师】何远秀 丁健 【专业】英语 【正文】I. IntroductionWe are in an age of globalization, when businesses around the world spare no effort to market their products or services in the world marketplace. Before entering the world market, developing the right international brand names has become a very important marketing strategy for most businesses. If a company is to make a successful move into a foreign market, it is essential for it to translate all relevant documents into the target language, including translating its brand name.?Since it is important to ensure that the translated brand name is not only accurate, but also in conformity with the culture of the designated market, brand name, as the linguistic component of brands, should conveys not only the product information but also the native cultural information to the consumers. This paper theoretically argues that brand name should be culturally conducted since brand name is the messenger of culture, it reflects culture and it is also interpreted culturally in intercultural communication. The reality of the globalization suggests that globalization in branding will become a trend and localization of brand name will undoubtedly be the theme in branding.This paper is devoted to the study of brand names from the cultural elements. It firstly offers a general survey of the differences and similarities between brand and brand names, and reveals the cultural elements reflected in brand names. Then it provides the criteria, principle as well as methods of brand name translation. In this paper, apart from some general knowledge about brands, the cultural differences between English and Chinese brands are shown and some mistranslations are given. What is more, in order to avoid the cultural conflicts in translation, some common skills?(including Transliteration, Semantic Translation and Trans-semantic Translation) and some creative skills?(Effectiveness Translation, Character Tra