论文摘要翻译：中英商标翻译中文化层面的分析.docVIP

中英商标翻译中文化层面的分析 摘要 随着全球化进程的加速，国际经济交往的频繁，商品名称不仅向异地消费者传递了商品的信息，同时，也作为文化使者向异地传递了本国的文化信息。在商品销售过程中，一些商标名称促进了产品在国外市场的销售，因为这些商标名称得到了异域文化的认可；而在另一方面，某些商标名称却有消极的反馈，因为这些商标名称在异域市场产生了冲突。本文从文化联想和文化对比角度研究了商标的翻译问题，分析和探讨了商标翻译中存在的问题、然后针对联想对应，碰撞，空缺等情况，结合音译，意译，音意译结合，谐音取意等传统方法，适当调整等方法提出灵活的翻译策略，并认为在国外市场更要注意商标词汇是否会产生文化冲突，国外市场中商标词汇的翻译要尽量兼顾商标词汇在当地语中所蕴含的商品信息和文化特色，避免引起消极思想，从而导致产品滞销。这样，企业才能在国际竞争中立于不败之地，在向国外展示产品的同时，也展示本民族文化。 关键词：商标翻译；文化；文化联想；文化差异 An Analysis on Cultural Level of Translation of Trademarks between Chinese English Abstract With the acceleration of globalization, the international economic communication becomes much more frequent. Trademarks not only transfer the information concerning commodities, but also transfer the cultural information to the receivers in the target culture as cultural messenger. In the course of selling the products, some trademarks promote the selling, because these trademarks are recognized by the foreign culture. While on the other hand, some trademarks receive passive feedbacks, because they have been proved to result in cultural conflict in foreign market. This thesis studies the trademark translation from various aspects such as, cultural association and cultural comparison and analyzes the problems among trademark translation. Then the author proposes flexible translation methods according to the associations of cultural correspondence, cultural collision and cultural vacancy, which are connected with transliteration, paraphrase, free translation, and the combination of the above-mentioned methods. The author points out that the translation of trademarks in foreign market will bring us as much attention as possible to commodity information and cultural information contained in original trademarks but also be sure that the translation should not arouse cultural conflict and unfavorable association, which result in the failure of the selling. Thus, the enterprises can occupy an individual position in the international competition. The trademark