Abstract

With the growing import and export, trademarks are catching more attention since they are related to the sales of products. At the same time, the study of trademark translation is urgent. The purpose of trademarks is to get people’s attention and persuade them to buy so as to promote the sales of a product. It is same to the translated trademarks.
The trademark translation is not a simple thing since a trademark is usually closely linked with culture. There are many problems due to neglecting culture differences, customs differences in source language and target language. A successful translated trademark is a successful intercultural communication.
Apart form the introduction of trademarks and trademark translation, this paper covers many theories which guide trademark translation such as Eugene A. Nida’s equivalent effect principle and Peter Newmark’s theory. They contribute a lot to the trademark translation. From the aspect of intercultural communication, this paper makes a further study of the culture reflected in trademark translation. What’s more, this paper also points out some existing problems in both English to Chinese and Chinese to English trademark translation by giving certain examples. Based on the existing problems, this paper puts forward some suggestions.

KEYWORDS:trademark; trademark translation; intercultural communication.

摘 要

随着进出口贸易的迅速发展，商标正在逐渐吸引人们的眼球。同时，对商标翻译的研究学习也至关重要。商标的作用是引起人们的兴趣，最后达到让顾客购买的目的。同样，商标翻译也要起到如此作用。
由于文化因素的存在，商标翻译便不是一件轻而易举的事情。许多商标翻译的问题就出在没有注意到文化差异。成功的商标翻译实际上是一种成功的跨文化交流。
本文除了介绍商标和商标翻译的基本概念之外，还简单介绍了一些对于商标翻译做出巨大贡献的翻译理论，比如奈达的功能对等理论和纽马克的交际翻译理论。再者，本文又从跨文化的角度谈论文化在商标翻译中的显现。除此之外，文章根据一些商标翻译的实例指出目前英译中以及中译英商标翻译所存在的问题并给出一些建议。

关键词:商标；商标翻译；跨文化交际

1. Introduction
English and Chinese are two of the major languages in the world since the former is the international language while the latter is the language spoken by the largest number of people. The translation between the two languages is a hard job let alone that of the trademarks. Translation not only concerns the meaning of the words but also the cultures behind. So translation is the bridge between two languages and the different cultures.