Abstract：
Trademarks, the sign of identification of goods, have an important function in the world trade. In the process of economic globalization, the trademarks of commodities play a unique role in opening up the world markets, participating in the international competition, and establishing brand awareness. With frequent world trade, trademark translation attracts more and more attention. The national cultures, the psychologies of consumers, the economic benefits and other ingredients are involved in the trademark translation, which complexes the process of translation. As an important part of social ideology, culture permeates every corner of our society, and the trademark as well. So the trademark translation is not only language transference, but also a cultural transference. In a sense, whether it is a good translation depends on the cultures. In order to obtain a better cross-cultural communication, it is necessary to take cultural factors into account. To avoid mistakes of trademark translation, the key is to successfully step over the cross-cultural barriers.
    The purpose of this research is to help people better understand the cultural implications of trademarks with some typical examples so as to grasp the principles of trademark translation and flexibly use different translation methods from a cross-cultural communication perspective.

Key words：trademark ; culture; communication; translation

摘  要：
商标是识别商品的标志，在国际贸易中有着重要的地位。在经济全球化进程中，商品的商标在开拓世界市场、参与国际竞争、树立品牌意识中起着举足轻重的作用。随着频繁的国际贸易往来，商标的翻译也备受关注。在商标翻译时涉及到民族文化、消费者心理、经济效益等各种因素。文化作为一门很重要的思想体系，它渗透了社会的每一个角落，自然商标也不例外。所以商标的翻译不仅是单独的语言翻译，更是一种文化翻译在一定意义上，一个商标翻译的成败几乎是取决于文化。为了达到更好的跨越文化的交流，商标翻译时必须考虑到文化因素。成功跨越文化障碍是避免商标翻译失误的关键。
本文的目的就是借助一些典型的例子帮助读者了解商标的文化意蕴，从跨文化交际的视角出发，更好地掌握商标翻译的原则，灵活运用不同的翻译方法，使译者的翻译达到商标翻译的要求和效果。

关键词：商标；文化；交流；翻译

1 Introduction
World trade has become the driving force for the promotion of world economy. In the process of economic globalization, a good trademark translation will bring more economic benefits. A well-translated trademark helps attract consumers and inspire their enthusiasm for purchase, while a trademark improperly translated sometimes will bring unexpected negative effects or even result in spoilage of the product image. So trademark translation plays an important role in the world trade. In today’s market, we can find a lot ingeniously translated trademarks, but we should also be aware of some unwisely translated trademarks, which may arouse misunderstandings and leave an awful impression on people. Therefore, trademark translation is of great significance. Many scholars have studied trademark translation from the perspectives of Skopos Theory, Functional Translation Theory, aesthetics and others, while this article will explore the translation of trademarks in the field of cross-cultural communication.