摘　要

随着全球化的发展，市场的竞争加大，许多企业渴求在世界上市场能占有一席之地。然而，要想能在全球世界上取得成功，商品名的翻译将会起到重要的作用。但是由于中西方的差异，译者可能会遇到许多由文化引起的障碍。因此，商标翻译研究变得至关重要。但是，当前许多的研究仅仅只是停留在翻译学层面，并没有涉入更多的跨领域研究。鉴于商标翻译与其他学科的紧密联系，本文将着重研究文化背景下的商标翻译，主要采用列举法及比较法并综合其他诸如心理学，营销学等领域的研究提出一些具有实际意义的翻译方法，策略，希望能对今后的研究以及商务活动提供一定的参考及帮助。

关键词：文化；商标；翻译

Abstract

With the development of globalization, the competition has been increased in the international market. Many companies are desperately in need to expand their market share. In this case, the translation of trademarks will play a crucial role. A successful translation of trademark can help increase the market share. However, eastern and western countries have a quite different cultural system, it may cause a lot troubles to some extent. A very simple example is that one brand name that is favored by people in one culture may not be liked or even be a taboo in another. Therefore the study of translation becomes quite important. Through the research, this author finds out that even though a great number of studies have been carried out, but few of them made the research on the basis of multi-disciplines. That is to say, they simply study it only within the academy of translation. Therefore, according to the close relationship between translation and other useful disciplines, this paper mainly focuses on the trademark translation from the perspective of cultural difference. Using the method of case study and comparison, this author will try to put forward some practical strategies and principles for the use of trademark translation. In a word, the author hopes it can arouse the awareness of culture in the translation of trademark and help to make the cross-culture communication more successful by conducting those practical principles and methods.
 
Key words: culture; trademark; translation

1 Introduction
Facing with the intensive competition, most companies are desperately in need of making more efforts to expand their global markets by intensifying product publicity. However, the improvement of product publicity needs companies to create famous branded products. But even one product has a good brand name, it is crucial to have it translated to the target language so that people in a certain region can understand it. Brand name translation, therefore, may relate to some certain culture. The problem is that eastern and western countries have a quite different cultural system, which is formed by different ethnic groups, geography, religious beliefs, and political ideology and so on. Therefore, more importantly, cultural difference may cause a lot troubles to some extent. A very simple example is that one brand name that is favored by people in one culture may not be liked or even be a taboo in another.