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1、文化差异中的商标翻译【Abstract】Abrandisshownbyaname,aword,asign,asymbol,adesignora combinationofthem.Itisintendedtoidentifytheproductsorservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetitors.Brand-namingitselfrepresentsastrategicallyimpor
2、tantissueandmaydeterminethesuccessorfailureofaproduct.Agoodbrandnamecanalsosavemillionsofdollarsovertheproduct'slifebecauseitcarriesitsownmeaning,describestheproduct'sadvantages,anddifferentiatestheproductsignificantlyfromitscompetitors.Byreadingthebra
3、ndnames,itiseasytotelltheproductsfromonetotheotherandtoknowthecharactersofproducts.Forthegoodbrandhasthefunctionsofdistinguishing,providinginformationofproductsandbeingsymbolofcredit,thegoodbrandhasagoodadvertisementfortheproductandhelptotakeinalargerm
4、arket. Withtheglobalizationofworldeconomy,especiallywithChina’sentryintotheWorldTradeOrganization,moreandmorepeopleinChinahaverealizedtheimportanceofgoodbrandnamesandinternationalbrandnamesinpromotingsalesandcultivatingmarkets.Itisthereforenotonlyneces
5、sarybutalsourgenttostudyonbrandnamesandthebrandtranslationupgradetoanewlevel.Themainobstacleofbrandtranslationisthedifferentcultures.Theculturaldifferencesarerepresentedbytheformsoflanguage.Duetothefactthatbrandsaremainlydescribedbylanguage,therearesom
6、edifficultiesinthebrandtranslation.Then,inthispaper,apartfromsomegeneralknowledgeaboutbrands,theculturaldifferencesbetweenEnglishandChinesebrandsareshownandsomemistranslationsaregiven.Whatismore,inordertoavoidtheculturalconflictsintranslation,somecommo
7、nskills(includingTransliteration, SemanticTranslationandTrans-semanticTranslation)andsomecreativeskills(EffectivenessTranslation,CharacterTranslation,ApproximationTranslationandEleganceTranslation)areprovided.Andattheendofthepaper,somegeneralprinciples
8、ofbrandtranslationaregivenforagoodbrandtranslation.【KeyWords】brands; culturedifferences; translation; skills 【摘要】商标是商品和商业服务的标记．它是指商品生产者、经营者、服务提供者为了使自己生产、销售的商品或提供的服务,在市场上与其他商品或服务相区别而使用的一种标记。这种标记一般用文字、图形或用文字和图形的组合表示,并置于商品或商品包装上、服务场所或服务说明书
