A Cultural Approach to the Study of Brand Names 从文化角度对商标名称的研究.doc

A Cultural Approach to the Study of Brand Names从文化角度对商标名称的研究 Abstract This paper adopts cultural approach to the study of brand name. The author has collected many domestic and foreign brand names appeared in Chinese market. Brand is not only the mark of the commodity, a notion in economic field, but is also with rich cultural connotation, is a social cultural phenomenon. This paper introduces the definition, the classification and characteristics of brand names and discusses their reflection in various aspects such as, social history, customs, religion, morality and so on. The author points out that translation of brand names should give much attention to commodity information and cultural information contained in original brand names. It is sure that translation can not arouse cultural conflict, arouse unfavorable association, thus result in the failure of the selling. Brand names should be internationalized on the basis of striving to contain the national characteristics. Thus brand names can live up to the names of cultural messengers. Key words: brand names, culture, translation of brand names 摘 要 本论文是从文化的角度对商标名称的研究。作者广泛收集了中国商场上所出现的许多国内外商标。商标不仅仅是单纯的商标标记，是经济领域的概念，而且具有丰富的文化内涵，是一种文化现象。 本论文介绍了商标名称的定义、分类和特点，研究了商标名称在社会历史、风俗习惯、宗教、道德规范、地域文化等各方面的反映。提出了商标词汇的翻译要尽量兼顾商标词汇在原语中所蕴涵的商品信息和文化特色，更要注意商标词汇是否会产生文化冲突，引起消极联想，从而导致产品滞销。商标词汇在力求保持民族特色的基础上，走国际化的道路，是商标词汇不愧文化使者的身份。 关键词：商标名称；文化；商标翻译 Contents Abstract………………………………………………………………………………i 摘要………………………………………………………………………………………ii Contents………………………………………………………………………………iii Introduction……………………………………………………………………………1 1. Introduction to brand names…………………………………………………2 1.1 Definition of brand names ……………………………………………………2 1.2 Classification of brand names ………………………………………………2 1.2.1 Proper name brand names………………………………………………………3 1.2.2 Common name brand names…………………………………………………3 1.2.3 Coined word brand names………………………………………………………4 1.3 Characteristics of brand names ……………………………………………4 2. Brand names and ethnic cultural characteristics……………………5 2.1