摘要

本文首先介绍了商标的相关概念,包括商标的定义、功能及商标翻译与文化的关系。进而从文化适应性的三个原则，即准确的文化意义的把握，良好的读者接受，适境的审美判断，探讨了在跨文化交际的背景下，文化适应性是翻译价值观论的必不可少的组成部分。在文化适应性的过程中，应充分考虑到目标语在其语境中存在的语义、思维方式、地域环境等的差异及消费者审美标准和审美期待的差异。成功的商标翻译都是对各种语境因素做出适当的文化适应的结果。商标翻译的良莠直接影响着消费者的接受意向，影响着产品的销量。

关键词：商标翻译；文化适应性；适应
 
Abstract

Firstly, this paper begins with definition，functions of brand names as well as the relationship between culture and brand name translation. Then, by making an intensive study of three principles of cultural compatibility in brand name translation, the next part will be introduced from the following aspects, good comprehension of cultural, good reader reception, good aesthetic judgment. We should consider the difference of semantic, regions, aesthetic standard and aesthetic expect in brand name translation. Well-translated brand names can not only determine the consumption intention, but also stimulate the product sales.

Key words: brand name translation; the theory of cultural compatibility; compatibility

1.    Introduction

Along with the development of globalization, more and more companies exploring their international business are concerning about how to promote their products efficiently. Brand name, any visible sign or device used by a business enterprise to identify its goods and distinguish them from those made or carried by others, playing a vital role in international business. Being different from other kinds of translation, brand name translation is an intercultural communication, which requires the translators to take cultural differences into consideration and it is important to ensure that the translated brand name is not only accurate, but also in conformity with the culture of the designated market. Consequently, how to translate brand name between original country and target country becomes an urgent issue.