论商标中的文化差异外文翻译论文OnCulturalDifferencesinTrademarksandTranslation.doc

On Cultural Differences in Trademarks and Translation [Abstract] The Trademark is used to identify the products of an industry or a commercial enterprise or a group of such enterprises. It plays an important role in selling products. For the trademark performs the functions of distinguishing, advertising and providing information of products .As a result of economic globalization and fierce competition, the trademark becomes more and more internationalized. Due to its importance, manufacturers also pay more attention to translation of trademarks. Successful translation of trademarks could attract target consumers and stimulate them to purchase the products, which yield significant economic benefits to enterprises. While poor translation might cause serious economic losses to enterprises, even damage the images of them. In trademark translation, the major problem is cultural differences. People in different countries hold different opinions about the same thing because of cultural differences that are caused by different geographical environments, historical background, etc. Therefore, it is necessary for translators to see through cultural differences first when they translate trademarks. And only when they well understand the cultural differences and using appropriate skills of translation, will they translate trademarks successfully. Key word: trademarks; cultural differences; translation 论商标中的文化差异与翻译 【摘要】商标是商品的标记。商标自诞生以来就在商品贸易中起着举足轻重的作用。它可以区别不同商品生产者或商业服务提供者的商品或服务；可以让消费者了解商品或服务的特点；还可以为商品作广告宣传。由于经济的全球化和市场竞争的激烈化，商标的国际化特征更加明显。商品拥有成功的商标译名，就能够吸引国外的消费者，激发他们的购买欲望，进而达到推销商品的目的，为企业带来巨大的经济效益。而不成功的商标翻译则会给企业带来巨额的经济损失，甚至破坏企业的形象。在商标翻译中，最大的障碍就是文化差异。由于地理位置、历史背景、思维方式的不同所产生的文化差异使得人们对同一事物会有不同的理解。因此，要想成功的翻译商标首先要考虑的是文化差异。只有了解文化差异，再结合恰当的翻译方法才能保证商品译名的成功。 【关键词】商标；文化差异；翻译 Introduction With the rapidly development of science and technology as well as the acceleration of economic globalization, the scope of inte