The principle of trademark translation in intercultural communication 商标的文化特征及翻译策略

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1、商标的文化特征及翻译策略[Abstract]Thetrademarkissimilartoperson’sname.Itisthesymbolofproduction.Anditwouldbecomefamousalongwiththecommercialintercourse.Alotofinternationaltrademarkshaveinvisiblepropertyandhugefortune.Theimportanceisobvioustosee.WhentrademarksaretranslatedfromChi

2、nesetoEnglishorfromEnglishtoChinese,anappropriatetransmissionofculturalfeaturecannotonlyaccuratelyreflecttheproduct’squalitybutalsoarousethecustomer’sculturalassociationsoastocreatetheexpected advertising effectandhelppublicizethatparticularculture.Sotheimportanceofc

3、ulturalfeatureinthetranslationoftrademarksandhowtotransmititeffectivelybytranslationisdiscussedbyillustratingthecarefullychosenexamplesoftrademarks【摘要】现代社会中，商标词作为广告的基本组成要素在社会中起着不容忽视的重要作用。它就像个人的名字，是产品的象征。并且会随着商品的交流变的日益为人们所熟知。很多的国际知名商标都具有无形的资产和巨大的商业价值。商标的重要性由此可见。一个适当的商

4、标译名不仅仅能精确的表达商品的特质，而且可以唤醒消费者的想象以达到宣传效果，并使消费者了解一定的文化知识。随着我国经济的迅速发展，改革开放的进一步深入，成为世界贸易组织的一员，中国产品进入国际市场的机会大大增强了，与此同时大量的外国产品涌入中国市场，各种产品在市场上的竞争越发激烈，人们开始认识到好的商标词及其恰当得体的翻译对刺激消费和开拓国际市场的重要性。因此，本文将就商标的文化特征在翻译中重要性及如何有效恰当的翻译进行讨论和分析IntroductionTrademarkisthedesignationofthemerchand

5、ise.Asuccessfultrademarkcancatchpeople’seyesandmakeastrongimpressionintheirmind.It’sthesymboloftheproducts’qualityfeature.Thatistosayasuccessfultrademarkcansatisfytheconsumer’srequirementofbothmatterandspiritandsetupasense—‘deficitspending’inconsumer’sspirit.Therefor

6、e,thetradersalltrytheirbesttodesignvariousparticulartrademarks.Theyareexpectedtostimulatingconsumer’spurchasingdesirebyrightofagoodtrademark.”[1]（p1）However,duetotheinternationaltradebecomemoreandmorefrequentbecauseofWorldwideEconomyUniformity,atrademarkwhichtranslat

7、edsuitablycandecidewhetheraproductcanornotoccupytheoverseamarket.Asaspecialmethodofcommunication,thetranslationoftrademarkmustconsiderthesimilaritiesanddifferencesofthedifferentlanguagecultures.Duringtheprocessoftranslation,thetranslatormustadopttheflexibletacticsoft

8、ranslationinordertotranslateeffectivelyandretaintheculturalfeature.1Trademarkandculture1.1Therelationshipoftrademarkandculture“Thes