摘要

 由于全球化的迅速发展，国际间的贸易往来变得更加的频繁。在国际市场竞争激烈的情况下，各个国家都忙于销售它们各自的商品。在销售的过程中， 商标起着决定性的作用。商标中英文之间的互相翻译对促进产品的销售非常重要。毫无疑问， 好的商标能促进商品的销售。围绕论题，本文主要从三个方面入手：（1）商标词翻译的背景及重要性。（2）商标词翻译的原则。（3）商标词翻译的策略。本文旨在从跨文化角度探究商标词的翻译，考虑中英文文化之间的不同，寻求最合适的商标翻译。从而达到促进产品销售的目的。

关键词：商标；翻译；直译；音译；意译；策略

Abstract

Comparatively speaking, the international trade is more frequent with the internationalization. All the nations are busy selling their own products in the situation that competition of the international market is becoming fierce. Brand names play a decisive role in the process of sales. It is important to translate the brand names between Chinese and English for improving the sale of products. There is no wonder that better translation of brand names can sell the products better. Revolving the proposition, the thesis divides into three parts,1)the background and importance of translating brand names; 2)expressing principles of translating brand names; 3) strategies of translating brand names with many examples. Through an analysis of translating brand names from the perspective of cross-cultural communication, this thesis helps to seek for a suitable brand name with the consideration of different culture between English and Chinese. As a result, a good brand name can attract customers and promote sale of products.

Key words: brand name; translation; literal translation; transliteration; strategy

1. Introduction

1.1 Background information
With the deepening of the international division of labor, the development and the trend of global economic integration is strengthening day by day. International trade has become an important force to promote world economic development.What’s more, China being a member of the WTO brings more foreign products into Chinese market and Chinese products have more access to the international market. There is no wonder that products can enhance competitiveness and make good benefits due to a good reputation and fame. Therefore, all nations tap the international market potential and promote the development of international trade using brand name.