Abstract:
A successful trademark is the best advertisement of the goods. A well-known trademark may attract a majority of customers and stimulate the consumption of the products. As a special name or sign of the product, a trademark introduces not only the product itself but also the particular culture of the country where the product is made. Trademark translation is a kind of cross-cultural communication Therefore, in order to illustrate the information of the products clearly and accurately, the translators should master the two relevant different languages, be familiar with the cultural differences between English and Chinese, have a good command of the cultural background of the target language, use some figures of speech, and follow the principles that the author has pointed out in the thesis. The first part of the paper introduces the definition and the function of the trademark. Besides, it presents some figures of speech often used in trademarks. In the second part, the author lists three principles of trademark translation, including equivalent principle, concise principle and aesthetic principle. The third part gives examples of the influence of cultural differences on trademark translation, such as cultural differences of animals, colors, figures and so on. In the fourth part, on the basis of these cultural differences, the writer offers some translation approaches involved in the process of English-Chinese trademark translation and vice versa, namely, transliteration, free translation, combination of transliteration and free translation, and without translation. It is hoped that through the research in this paper people will be more competent in the field of trademark translation.

Key words：trademark; cultural influence; differences; translation; translation approaches

摘  要：
成功的商标是产品最好的广告。著名商标不仅可以吸引大量消费者，还能刺激消费。商标作为商品的标志不单介绍商品本身，也承载着各国不同的文化。商标翻译是一种文化交流活动。译者需要熟练掌握两国语言、清楚了解中西方文化的差异、掌握目标语的文化背景、遵守翻译原则、并运用一些修辞手法来更准确地传达产品信息。本文第一部分介绍了商标的定义和功能，以及商标中常用的修辞手法。第二部分提出了商标翻译的三个原则，包括等效原则、简洁原则和审美原则。第三部分列举了文化差异对商标翻译的影响，如不同文化对某些动物、颜色、数字等都有不同的理解。第四部分介绍了一些商标翻译的方法，包括音译、意译、音译和意译相结合及零译法。希望本文的研究能帮助我们能更好地掌握商标翻译。

关键词：商标；文化影响；差异；翻译；翻译方法

1 Introduction
Longman Dictionary of Contemporary English defines a trademark as a special name, sign or word that is marked on a product to show that it is made by a particular company. Therefore, it can be safely said that a trademark is used mainly to distinguish some certain product from similar merchandise produced by other manufacturers. That is to say, good trademarks are the best advertisements for goods. Good trademark translations are of huge significance as well, from which customers can get a general idea of cultural connotations of the brand and the nature of the target commodity.