试析文化差异对商标翻译的影响_英语论文

A Study of Cultural Influences on Trademark Translation

摘要

作为商品的形象代表，商标是其走向国际市场的重要环节之一。在所有影响商标翻译质量的因素当中，文化差异及其影响不容忽视。本文以G. N. Leech的语义七分法为基础，结合实例分析了商标中常见的动物名称、颜色词汇和特定数字在不同文化背景下的不同内涵，并尝试性地提出商标翻译要符合目标语的表意功能、彰显民族文化、迎合消费者心理等行之有效的策略。

关键词：文化差异；商标；翻译策略

Abstract

As a symbol of a commodity or service, a trademark is one of the key factors conveying to customers the information such as its utility value, quality and reputation. In order to enter into the international market, it is necessary to render the trademark into English. In this case, cultural differences and influences must be taken into account. Based on G. N. Leech’s seven meanings of words, this paper firstly analyzes different connotations of several common animal names, colors and certain numbers in different cultures. And then it discusses their influences on trademark translation. Finally, some translation strategies are put forward, namely, conforming to the ideographic function of trademarks, attaching importance to target consumers’ mainstream culture, culture transfer, consumer psychology and the like.

Key words: cultural differences; trademark; translation strategies