ABSTRACT:With the rapid economic development of China after its entry into the WTO, more and more Chinese enterprises are stepping into the global market and playing an active role in the global market. So the competition between the trademarks is getting fiercer. As we know, a good brand name translation not only influences the consumers’ purchasing attitude but also can promote the sales of the products because good brand names translation can arouse the customs’ purchasing desire. As a result, this kind of purpose leads to the fact that many translators are only interested in brand name translation. After investigating some famous brand names, the author finds a serious problem existing in brand name translation, which is the cultural differences between source language and target language are ignored in brand name translation by many translators. In the author’s opinion, the key to produce a successful brand name translation is to overcome the cultural barriers between the original and target market, because most brand names have their particular cultural characteristics. It is these differences that always pose cultural barriers in translation. In this study, the author attempts to explore the brand name translation from the perspective of cultural difference. Thus, the author proposes some suggestions from the aspects of cultural difference in brand name translation, such as transliteration, trademark’s characteristics, functions, novelty, and so on.
Keywords: brand name; brand name translation; culture; cultural difference; influence
摘要:随着中国加入世界贸易组织后经济迅速发展，越来越多的企业涌入了世界市场并活跃其中，因此，商标之间的竞争就越来越激烈。我们知道，好的商标翻译不仅可以影响到消费者的购买情绪，而且对商品也有促销的作用，因为好的商标翻译会激起消费者的购买欲望。其结果，这种想法导致许多翻译者仅仅只对商标自身的翻译感兴趣。在调查研究了一些著名的商标品牌后，作者发现商标翻译中存在着一个重要的问题，那就是商标翻译中源语与目标语之间的文化差异被许多翻译家忽视了。作者认为，一个成功商标的关键在于克服资源市场与目标市场之间的文化障碍，因为大多数商标有它们自身独特的文化特征，也正是这些差异特征造成商标翻译的障碍。在本文中，作者试图从文化差异的角度来探索商标翻译。因此，本文作者在文化影响商标翻译的一些方面，比如直译，商标的特征，功能及新颖性等对商标翻译提出了一些建议。
关键词：商标；商标翻译；文化；文化差异；影响
