摘  要

良好的商标翻译不仅吸引更多的消费者,扩大消费市场，也能提升商品的商业价值，更重要的是传递不同文化。美国作为中国最大的商品出口市场，如何加强对该市场的占有率是时下严峻的问题。而商标作为商品的直面形象，作用举足轻重。本文从商标的含义、发展以及影响商标翻译的多方面因素出发,指出中美文化的发展背景不同，心理方式不同，综合理解能力不同，以及对本土文化的认同也不同。本文从翻译的基本原则入手，以各种鲜活的例子作为参考，分析了音译、直译、意译以及在翻译时进行微调整，从而使译者能更好的运用翻译手法，翻译出贴近目标市场的商标译名。

关键词：中国出口商标；翻译；中美文化差异

Abstract

A well – translated trademark not only attracts much more customer’s attention, but also expands the target market. And the commercial value of goods will be promoted. The translation of trademark can express different cultures. A better translation could enlarge the American market, promote Chinese commodities popularity and help exporters make profits. People all know that America is the greatest importer of China, and it plays an important role in the world market. In order to occupy the share of the American market, people should take some measures to help Chinese commodities become more and more popular. An excellent trademark is the best advertisement of a product. This paper starts from the definition of trademark, the development of trademark and analyzes influential factors of translation; it points out the different backdrop of Sino-America, such as psychological differences, comprehensive differences and different attitudes towards own native culture. In addition, four basic methods of translation ----- transliteration, literal translation, free translation as well as doing some adjustment are depicted in this paper with various vivid examples for reference. It helps the translators make full use of methods of translation. They can try their best to translate the trademark to meet requirements of target market.

Key words: Chinese exported commodities; translation; Sino-America cultural differences

1 Introduction
With the economic globalization and the fierce competition of international trade, more and more products and services are exported to foreign countries. People all know that America is the greatest market of China. In order to occupy the share of the American market, people should take some measures to help Chinese commodities become more and more popular. So, how to choose or cerate a wonderful trademark is of vital importance. As a product, the high quality and a charming trademark are needed. An excellent trademark is the best advertisement of a product.