Abstract

The differences between Chinese and Western culture which reflected in the trademark affect the recognition and promotion of goods. Good trademark translation will impress consumers and arouse their desire for consumption. On the contrary, wrong brand name translation will not only bring great economic losses to the product, but also affect the enterprise itself and even the image of the country. The selection and translation of trademarks must pay attention to the differences between Chinese and Western cultures. At the same time, we should try to study the cultural differences between Chinese and Western cultural and to learn how to translate them accurately in the trademark. According to these problems, I talk about how to solve them in this report.  

Key words: brand translation; Chinese and western culture; cultural differences; measures

Contents

Abstract

中文摘要

1.Introduction.1

2.Reasons of Differences in translation. 2 

2.1 Different Value concepts.2

2.2 Different Thinking Ways.3

2.3 Different Language Associations4

3.Different Customs in Brand Translation..5

3.1 Different Attitudes towards Colors.5

3.2 Different Attitude towards Numbers6

3.3 Different Attitude towards Worship of Religion..8

4. Principles of Chinese-English Brand Translation.9

4.1 Choosing and Selecting Words.9

4.2 Trans-Semantic Translation.10

4.3Simple Language and Lively Rhythm.11

4.4 Some General Skills in Brand Translation.12

5. Misreading and Obstacles in Translation.13

5.1Problems in Cultural Misreading.13

5.2 Obstacles in Brand Translation.14

5.2.1  Disordered usage14

5.2.2Indecent Translation.15

6. Conclusion ..16

References.17