Abstract and Key Words

Abstract: With the globalization of economy, translation of trademark is of great significance.  Owing to the limitations of previous studies and the importance of trademark translation, this thesis attempts to make a systematic study on this topic from cultural perspective on the basis of detailed analysis of cultural differences between China and Western countries, so as to provide concrete techniques for the translation of food trademark and some help to the translation of food trademark.
  The thesis discusses about the relationship between food trademark and culture. Firstly, the definition of trademark and culture are given, the relationship between trademark and culture is indicated, and the importance of translation of food trademark is discussed. Trademark is the carrier of culture, reflecting different value, thinking pattern and religious belief of people in different countries. In the ChapterⅡ, the thesis analyses the cultural reflection of food trademark from religion custom, social values, literary quotation. In the Chapter III, the thesis discusses the cultural reflections of three common methods of translation of food trademark. In the Chapter IV, some methods of translation of food trademark are put forward，for example, how to connect food trademark with culture to make us translate more exactly, and in accordance with aesthetic principle.
In conclusion, translators should be biculturalism as well as bilingualism. The translators could be guided by the theory of “functional equivalence” and base on aesthetic principle of translation, achieving beauty sense of concision, sound and artistic conception; using proper words in translation. The translator should pay attention to different aesthetic standards between different countries. The translator should use the techniques flexibly so as to minimize the losses of information and overcome the cultural barriers in food trademark translation.

Key words: food trademarks; cultural reflection; aesthetic translation

摘要：    随着全球经济的一体化，商标的翻译具有重要意义。鉴于现有研究的局限性及商标翻译的重要性，本文拟从文化角度，在较全面分析中西文化差异的基础上，运用汉英食品商标实例分析讨论食品品牌名称翻译的具体方法，以期为品牌名称的英汉互译提供一定的参考。
本文先从食品商标和文化的联系入手，介绍了商标和文化的概念、食品商标和文化的联系，并指出食品商标翻译的重要性。商标承载着文化信息，反映不同国家民族的价值观念，思维方式，宗教信仰。第二节从宗教习俗、社会价值观和文学典故三方面剖析了英汉食品商标的文化蕴涵。第三节通过分析商标翻译的三个常用方法和各个方法中的文化体现，在从一些具体例子来说明其中的文化体现。第四节主要介绍食品商标的翻译方法，提出如何在食品商标翻译中与文化密切联系，才能翻译的更加准确并符合美学翻译原则。
综上所述，本文得出结论：在翻译食品商标过程中，文化因素是绝对不容忽视的，对文化因素的忽视会直接导致品牌名称翻译的失败。译者应在“功能对等”理论指导下，综合运用具体翻译方法，力求达到最佳翻译效果。食品商标的翻译应该符合美学规律，做到简洁美、音韵美、意境美；要注意翻译时的用词，使其具有审美情趣从而再现商标的美；注意不同国家的审美观的不同，在翻译的时候要努力将意义损失降到最低，跨越品牌名称翻译过程中的文化障碍。

关键词：食品商标; 文化体现;美学翻译