英语专业毕业论文CulturalDifferencesinTrademark_Translation.docVIP

Introduction With the development of economy globalization, more and more products rushed into the international market, it gives consumers enough space to make choices. Therefore, the first impression of a particular product on the consumers will have a far-reaching effect. As a product in domestic market, the first impression is mostly produced by its trademark, while for those in overseas market, by the trademark translation. A novel and proper translation of trademark can catch the attention of consumers at the first sight, arouse their curiosity and interest, and further stimulate their expectations and desire. While some improper translation cannot function well and convey the necessary messages to the target consumers, which will unfavorably affect the market promotion. However, trademark translation is not easy, different nations have different cultures, culture deeply influences people’s attitude to their life, even consuming. The cultural differences between the original text and the target language often lead to some barriers in translation. Translation without dealing well with barriers is to result in cultural loss or misunderstanding. So, it is of great importance to find out the differences in culture. This paper attempts to explore some cultural differences in trademark translation reflected in social background, value systems, customs and habits, then some strategies and techniques would be adopted in trademark translation. 2. Culture Trademark Translation 2.1Definition of Culture Culture differs from each other and each culture is unique. As to its definition, different studies have given many definitions of culture from different aspects. The most widely accepted one was given by Edward Tylor—a British scholar in 1871. He defined culture as “a complex whole which includes knowledge, beliefs, art, morals, law, custom, and any other capabilities and habits acquired by individuals as members of a society.” Generally speaking, people f