Abstract: Language is the carrier of culture, trademark translation is a cross-language and cross-cultural communication. As a special kind of special-purpose language, a slogan has its own unique translation principles and methods. From the perspective of intercultural communication and through analyzing the widely spread trademark translation in life, this paper will explore the influence of cultural differences on trademark translation from the view of national psychology, cultural values ​​and aesthetic taste, which aims to sum up the general principles of trademark translation and specific strategies of trademark translation.

Key words: Cultural differences; Principles of trademark translation; Trademark translation strategies

摘要：语言是文化的载体， 商标翻译是一种跨语言、 跨文化的交际活动，广告语 作为一种特殊的专门用途语言， 有其独特的翻译原则和方法。 本文从跨文化交际的角度，，以生活中广泛存在的商标翻译活动为对象，从民族心理、文化价值、审美情趣三个角度探求文化差异对商标翻译的影响，从而总结出商标翻译的一般原则，和商标翻译的具体策略。

关键词：文化差异； 商标翻译原则；  商标翻译策略