摘要

  随着时代的发展和经济全球化的加速，享有国际声誉的品牌正变得越来越重要。将品牌从一种语言翻译成另一种语言在现在的应用文翻译领域是个热门话题。不同文化背景的人对同一样事物可能会有完全不同的观点。因此，我们应当重视文化差异以避免对商标的误解。商标是一种特殊的语言符号。它不仅表现它语言符号的功能，而且还引起消费者的注意和兴趣，并鼓励消费者购买商品。商标是一种文化产物；由于在地理环境、宗教习俗、文学、思维模式以及中英国家的社会价值方面存在巨大差异，中英商标的翻译在文化渊源和内涵上也存在很大不同。本文从分析地理环境、宗教习俗、文学作品、思维方式和社会价值观等方面对商标命名的影响入手，在此基础上，探讨了英汉商标的文化寓意差异，指出了目前商标翻译中存在的问题与解决的对策。

关键词：经济全球化；商标；文化背景；语言符号；文化产物

Abstract

With the development and globalization of economy, brand names of international fame are becoming more and more important. The translation of brand names from one language to another is a heated topic in the field of the translation of practical writings now. People with different cultural background may view the same thing totally different. So we should be sensitive to the cultural differences so as to avoid misunderstanding brand names. The brand name is a special kind of language symbol. It not only performs its language symbol function, but also draws the consumers’ attention and interest, encouraging consumers to buy the goods. The brand name is a product of culture. Since there are big differences in geographical environment, religious practices, literary, mode of thinking, and the social values between English countries and China. English and Chinese brand names have great differences in cultural origins and connotations. This article analyzes the cultural differences between English and Chinese brand names, points out the problems existing in brand name translation and then puts forward the solutions to them.

Key words: globalization of economy；brand names; cultural background；cultural background;  product of culture

1 Introduction
In order to get the attention and interest of foreign customers, help them to understand the brand names correctly and achieve the expected effect while exporting goods, probing into the cultural connotations of brand names is needed.Many a scholar has devoted their energy to the study of translation of brand names and brought out a variety of theories about it. In 1970s AL Rise and Jack Trout brought forward the concept of Positioning, which has been counted as one of the basic ways and means of brand positioning.