Abstract: With the assistance of Literature Review and analytical method, this article mainly analyzes the specific translation problems in the course of trademark translation with the case study in different cultural backgrounds for reference. The appropriate strategies are proposed to explore the different methods to translate trademarks under different cultural contexts

Key words: Literature Review; analytics; trademark translation

CONTENTS

Abstract

摘要

1. Introduction1

2. Literature Review.2

3. Influence on the difference between Chinese and Western cultures in trademark translation.3

3.1 Cultural conflicts in trademark translation

3.2 Trademark translation examples based on cultural differences

4. Strategies to reduce cultural conflicts in trademark translation.4

4.1 Fundamental principles of trademark translation

4.1.1 Loyalty

4.1.2 Simplicity and innovation

4.2.2 Free translation

4.2.3 Combination of transliteration and free translation

5.Conclusion7

Bibliography9

Acknowledgements10