从跨文化角度分析商标翻译

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1、TheAnalysisofBrandNameTranslationfromthePerspectiveofCross-culturalCommunication从跨文化角度分析商标翻译I.IntroductionSincethe21stcentury,scienceandtechnologymakegreatprogress，theglobaleconomicintegrationprocessisaccelerating.Internationaltradehasbecomeanimportan

2、tpowertopromotethedevelopmentofworldeconomy.Goodreputationcanenhancethecompetitivenessofthecommodityandobtainthegoodeconomicbenefit.Therefore,advertisinggoodsandestablishingagoodcorporateimagewiththeaidofbrandname，hasbecomeaimportantwaytopromotethedev

3、elopmentofinternationaltrade.Theimportanceofbrandnametranslationininternationaltrade,justastheAmericanscholarsays:“atranslationgoodorbad，thedifferencesinthemillionsofdollarsinsales”(Larry,2000：98)•Ininternationaltrade,brandnamenotonlyreflectstheimageo

4、facompanyandproduct，butalsoplaysaroleasabridgeininterculturalcommunication.ThedifferencesbetweenChineseandWesternculturehasbroughtgreatchallengestobrandnametranslation.Thispaperwillanalyzethetranslationofbrandnamesfromtheperspectiveofcrossculturalcomm

5、unicationtomakethetargetlanguageappropriately,fluentandaccurateinaccordancewiththeaestheticfeaturesandinformationoftheoriginalbrandnamelanguage，andinaccordancewithpeople’saestheticinterestandpsychology.Aboutthebrandnametranslation，principlesandtechniq

6、uesthatshouldbepaidattentiontointhegrammar,manyscholarshavediscussed，suchasscholarCheLijuanandJiaXiumei，Chinesebrandnametranslationhavebeenproposedfourprinciples:“equivalent”，“simple”and“aesthetic”and“legal”principle(车卵•娟&贾秀梅，2007:58）.ScholarsJiaXiume

7、i，SunXuearealsoputforwardthesoundtranslation,creativetranslationandzerotranslation（孙雪，2010：80-84）.ScholarsXuJianzhongalsoputsforwardthemethodofliteraltranslation,transliterationextension,etc（许建忠，2001:74）.However，todiscussaboutthebrandnametranslationfr

8、omtheperspectiveofcross-culturalcommunicationisnotdeeplyandwidelyingrammarandskills.AsscholarXuJianzhongsaid“brandnametranslationshouldnotonlyeye-catchingandconcise，butalsotakeintoaccountdifferentcultures.”So,thispaperanalyzethebrandnametransl