摘  要

随着全球化的发展和中国改革开放政策的推行，中美两国在经济、文化、社会等方面的交流与合作日益密切。对两国人民之间的相互理解的迫切需要，不仅限于两种语言，更深入到文化。经济市场中，一国商品出口到另一个国家，其中涉及到商标翻译。因此，市场对翻译人才的需求与要求与日俱增。为了使两国间的贸易交流更加顺利，研究商标的翻译具有重要意义。本文通过比较中美两国文化差异的比较研究商标翻译，希望能够为两国商业文化交流贡献薄力。本文主要从语言文化差异、风俗习惯差异、宗教信仰差异、等五个方面来比较分析两国间的文化差异，进而说明文化差异对商标翻译的影响的体现以及商标翻译中所涉及到的原则与技巧。纵观近前人所作的研究，商标翻译还存在诸多不足，有待提高。

关键词：文化差异；商标翻译；交流

Abstract

With the development of globalization, the international communication turns out to be a trend of increasing. The Sino-US communication of economy, culture and society and so on tends to be more and more intimate, which leads to an urgent demand of the understanding of the citizens from both countries. The understanding is not confined to the two languages: Putonghua and English but penetrate into Sino-US culture. Thus, it’s not difficult for us to discover that trademark translation plays a more and more important role in international economy. And the demand for translation talents is increasing day by day. Therefore, for the better communication between China and America, the research of trademark is of great significance. This essay deals with trademark translation by contrasting the culture difference between China and America. And culture difference will be analyzed from five aspects in this article, as follows: language culture differences, custom difference, difference between personal characteristics and communication mode and so on to illustrate the effect on trademark translation made by culture difference. In addition, trademark translation strategies and principles will be discussed in this essay. Look back on the research made by some former scholars, there still exist a lot of deficiencies in trademark translation, which need to be improved. And it’s worthwhile to spare one’s efforts to doing further research on trademark translation for the promising future of trademark translation.

Key words: culture difference; trademark translation; communication

1 Introduction
1.1 Background
Since the reform and opening up, international trade is booming with increasing demand of the Chinese Translation of foreign trademarks and English trademark translation. At the same time, with the development of the discipline of the Chinese translation, trademark translation plays a more and more important role in international economy.