Abstract：Trademarks can attract the attention and interests of consumers,then stimulate their desire for purchasing. Thus, the translation of trademarks plays an increasingly important role nowadays. Trademark is the signal of one product , it is the guide when people buy something and it has certain linguistic form and rich cultural connotations.People begin to realize the importance of good trademark translation in promoting consumption and broaden international market.
This paper starts with cultural differences and trademarks translation, discusses how cultural differences impact the translation of trademarks. First,the paper briefly introduces trademark, including its features and functions.Then analyzes some factors that affect trademarks translation such as geographical conditions ,social values ,thinking patterns and religious beliefs. Furthermore, from some examples we can further realize the influence of cultural factors. At last, the paper mainly introduces principles and strategies of trademark translation, such as transliteration, literal translation,paraphrase translation, combination of transliteration and paraphrase translation, semi-literal and semi-transliteration. The study of trademarks translation between Chinese and American in international trade has certain significance in translation practice.
Key words：cultural differences ; English trademarks ; trademarks translation
CONTENTS
摘要
Abstract
1.Introduction-1
1.1 Definition of trademark-1
1.2 Features of trademark-1
1.3 Functions of trademark-2
1.3.1 Informative function-2
1.3.2 Stimulate consumption and bring profit-2
1.3.3 Reflect corporate culture-2
1.3.4 Serve as advertisement and intangible asset of a company-3
1.4 Trademarks translation-3
2. Problems of trademarks translation caused by cultural differences-4
2.1 Main factors that cause cultural differences-4
2.2 The relation between cultural differences and trademarks translation-4
2.3 Problems of trademark translation caused by cultural factors-5
2.3.1 Translation doesn’t match British and American culture-6
2.3.2 Translation is fairly unimpressive-6
2.4 The influence of cultural differences on trademarks translation-6
2.4.1 English vocabulary vacancy-7
2.4.2 Semantic conflict between Chinese and English-7
2.4.3 Differences on eastern and western semantic meaning-7
2.4.4 Words have the same conceptual meaning ,but lack of mutual cultural meaning.-8
3. The principles and strategies of trademarks translation-8
3.1 The principles of trademarks translation-8
3.1.1 Be short and concise-8
3.1.2 Use proper words-9
3.1.3 Represent product’s cultural connotations-9
3.1.4 Cultural filtration-9
3.2 The strategies of trademarks translation-10
3.2.1 Transliteration-10
3.2.2 Literal translation-10
3.2.3 Paraphrase translation -11
3.2.4 Combination of transliteration and paraphrase translation-11
3.2.5 Semi-literal and semi-transliteration-12
3.2.6 Other strategies-12
4. Conclusion-12
References-14
Acknowledgments-15
