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1、1.IntroductionWiththedevelopmentofeconomyglobalization,moreandmoreproductsrushedintotheinternationalmarket,itgivesconsumersenoughspacetomakechoices.Therefore,thefirstimpressionofaparticularproductontheconsumerswillhaveafar-reachingeffect.Asaproductindomesticmarket,thefirsti
2、mpressionismostlyproducedbyitstrademark,whileforthoseinoverseasmarket,bythetrademarktranslation.Anovelandpropertranslationoftrademarkcancatchtheattentionofconsumersatthefirstsight,arousetheircuriosityandinterest,andfurtherstimulatetheirexpectationsanddesire.Whilesomeimprope
3、rtranslationcannotfunctionwellandconveythenecessarymessagestothetargetconsumers,whichwillunfavorablyaffectthemarketpromotion.However,trademarktranslationisnoteasy,differentnationshavedifferentcultures,culturedeeplyinfluencespeople’sattitudetotheirlife,evenconsuming.Thecultu
4、raldifferencesbetweentheoriginaltextandthetargetlanguageoftenleadtosomebarriersintranslation.Translationwithoutdealingwellwithbarriersistoresultinculturallossormisunderstanding.So,itisofgreatimportancetofindoutthedifferencesinculture.Thispaperattemptstoexploresomeculturaldi
5、fferencesintrademarktranslationreflectedinsocialbackground,valuesystems,customsandhabits,thensomestrategiesandtechniqueswouldbeadoptedintrademarktranslation.2.CultureTrademarkTranslation2.1DefinitionofCultureCulturediffersfromeachotherandeachcultureisunique.Astoitsdefinitio
6、n,differentstudieshavegivenmanydefinitionsofculturefromdifferentaspects.ThemostwidelyacceptedonewasgivenbyEdwardTylor—aBritishscholarin1871.Hedefinedcultureas“acomplexwholewhichincludesknowledge,beliefs,art,morals,law,custom16,andanyothercapabilitiesandhabitsacquiredbyindiv
7、idualsasmembersofasociety.”Generallyspeaking,peoplefromtwodifferentcountrieshavedifferentunderstandingofculture.Andlanguageisthecarrierofculture.Itisanessentialandimportantpartofagivencultureandthattheimpactofcoutureonlanguageissomethingintrinsicandindispensable.Trademarkla
8、nguageembodiesthecharacteristicsofbothlanguageandculture.Therefore,atrademarktrans
