摘要:商标翻译不仅仅是两种语言之间的转换，而且也是一项跨文化交流活动。商标的翻译不仅仅是产品国际化的必然要求，也是向外国广告商发扬中国本土文化的一个过程。我们能否翻译好商标的关键就是看我们是否能成功的解决文化差异的问题。从文化的角度来切入，首先分析研究了商标的特点以及影响商标翻译的主要因素，包括性别因素，年龄因素，宗教因素，社会习俗因素，价值观因素等等。然后从商标的文化差异角度，分别通过几个不同的方面来探讨中西方商标翻译。包括中西方读者的文化和心理差异，中西方文化习俗的差异，中西方审美差异，中西方消费者心理差异，及社会和政治体制的差异等方面。基于上述对文化差异的分析，结合大量商标翻译失误的实例，提出了基于文化差异来解决商标翻译的方法。具体的方法及策略主要有，音译法，意译法，直译法，创新拼缀法，不译法等等。在中西方商标翻译中，译者应具有跨文化交流的意识，在熟悉目标语国家文化与习俗的基础上，同时还应该满足目的语国家顾客的需求。以此来提高商标翻译的质量与效果。

关键词：文化因素；商标翻译；翻译原则；翻译方法

Contents

中文摘要

Abstract

1 Introduction-1

1.1 The cultural characteristics of the trademark-2

1.2 Main factors affecting the translation of trademarks-3

1.2.1 Gender factor-3

1.2.2 Age factor-5

1.2.3 Cultural factor-5

1.2.4 Religious factor-5

1.2.5 Language factor-6

1.2.6 Social customs-6

1.2.7 Values factor-6

2 Cultural differences of trademark translation-7

2.1 Cultural and psychological difference between Chinese and Western readers-7

2.2 The difference in cultural customs between China and the West-8

2.3 The difference in aesthetic views between China and the West-8

2.4 The difference of consumer psychology between China and the West-9

2.5 The difference in social and political systems-9

2.6 Religious difference-10

2.7 The difference in the connotation of Chinese and Western vocabulary-10

2.8 There is no corresponding pragmatic meaning-10

3 Trademark translation strategies based on cultural differences-11

3.1 The principles of trademark translation from a cultural perspective-11

3.1.1 Coincide with the characteristics of a commodity-11

3.1.2 Functional equivalent-11

3.1.3 Simplicity and uniqueness-12

3.1.4 Cater to the aesthetic psychology of the masses-12

3.1.5 Meet the national cultural psychology-12

3.1.6 Follow the principles of trademark translation with flexible and equal cultural information-13

3.1.7 Fully understand the cultural connotation of product trademark-14

3.2 Trademark translation method based on Chinese and Western culture-14

3.2.1 Literal translation-15

3.2.2 Transliteration-15

3.2.3 Translation method-16

3.2.4 Transliteration and meaning translation-17

3.2.5 Spelled creative method-17

3.2.6 No translation-18

4 Conclusion-19

References-20

Acknowledgements-21