摘要

随着全球经济的快速发展，不同文化之间的交流日益频繁，各国内外贸易面临新的机遇和挑战。商标翻译不仅仅是语言层面的转化与过渡，商标翻译中暗含的许多文化意象将直接影响到翻译质量的优劣。而商标翻译中最主要的障碍就是因语言、民族、环境等引起的文化认知差异。这些文化差异给商标翻译带来一定的难度。文章基于跨文化意识，探讨了商标翻译中的文化因素，并在此基础上，总结了跨文化商标应遵循的原则，最后提出了相应的翻译策略。

关键词：商标翻译；文化差异；文化影响因素；翻译原则；翻译策略

Contents

1 Introduction 1

1.1 Research Background 1

1.2 Significance of The Study 1

1.3 Main Structure of This Paper 2

2 Characteristics of Trademark and Its Culture Image 2

2.1 Definition and Classification of Trademarks 2

2.2 Functions of Trademarks 3

2.2.1 Distinguishing A Product 3

2.2.2 Stimulating Consumption 3

2.2.3 Providing Information 3

2.2.4 Symbolizing Reputation 4

2.3 Characteristics of Trademarks 4

2.3.1 The ‘KISS’ Principle 4

2.3.2 The Novelty Principle 5

2.3.3 The Readability Principle 5

3 Importance of Culture in Trademark Translation 5

3.1 Definition of Culture 6

3.2 The Causes of Culture Differences 6

3.2.1 Differences Caused by Geographical Environment 6

3.2.2 Differences Caused by Historical Background 6

3.2.3 Differences Caused by Religious Beliefs 6

3.2.4 Differences Caused by Customs And Habits 7

3.3 The Necessity for The Culture Approach 7

4 Flexible Methods of Transferring Culture Images in Trademark Translation 8

4.1 Naturalization of Culture Images 8

4.2 Alienation of Culture Images 9

4.3 Duplication of Culture Images 10

4.4 Compensation of Culture Images 10

4.5 Deletion of Culture Images 11

4.6 Substitution of Culture Images 12

4.7 Addition of Culture Images 12

5 Conclusion 13

References 14