On Cultural Differences of Naming Trademarks_英语专业毕业论文.docVIP

On Cultural Differences of Naming Trademarks ABSTRACT Trademark is a kind of sign to distinguish the product from other products by manufacturer or dealer. This kind of sign may be a word, picture or design. As the mark of one goods different from others, trademark plays a more and more impotrant role in the modern society. Brand-naming itself represents a strategically important issue and may dertermine the success or failure of a product. The good brand has a good advertisement for the product and helps to take in a large market. As an essential part of the enterprise products, trademarks must have rich cultural connotations and reflect the habits and customs , consumers mentality and humanitarian aesthetics of different countries and nationalities. This paper discusses the cultural differences through the naming of trademarks. This paper, in the first part, introduces what is trademark and analyzes its function and charcteristics, such as simple and easy to remember, implying characteristics of trademark itself, incorporating the symbolic and aesthetic significance. Then the author analyzes and contrasts the choice of Chinese and western trademarks, especilly part of speech and the meaning of a word, also states three main influencing factors in the naming of trademarks, including habits and customs, wayings of thinking, and values. What’more, the author points out that the existing problems in trademark translation. These problems are: the translated name doesn’t apply to the need of target language culture, target customers’ culture and custom are overlooked, the political and economical intension are not completely understood and grasped, the translated name is not refined, and so on. On this basis, the author summarizes five main methods of brand name translation: transliteration, literal translation, free translation, mixed translation, reducing word translation. In the end, it draws a conclusion that brand name translation should conform to the habitual