Abstract

Trademark, on behalf of the wealth of intangible assets, is not only the logo of goods, but a kind of social culture. Trademark is not a simple job; various factors should be taken into account, especially the culture. Besides considering the base translation theory, the most important thing is to combine cultural background. Successful translations of trademarks have great value to influence the customers’ attitudes to the goods. So it is of importance to suggest approaches to trademark translation related to culture adaptation. This thesis mainly discusses the strategies of trademark translation form English to Chinese, which attempts to describe the relationship between trademark and intercultural communication, and explores the strategies of trademark translation from English to Chinese.

Key words: intercultural communication, trademark, trademark translation

摘 要

商标词不仅是商品标志，代表特殊财富无形资产，而且蕴含着一种社会文化。本论文将就英语商标词汉译作深入探讨。本文首先引进了跨文化的概念，在此基础上论述了商标词的概念以及功能。随后通过翻译理论和借鉴中外优秀的商标汉译实例来探讨如何有效的互译，准确传达原商标的理念。商标翻译不是一项简单的工作，应该考虑多方面的因素，尤其是文化。商标翻译时除考虑基本的翻译理论，最为重要的是结合文化背景，使消费者接受，从而购买。如何正确翻译，恰如其分的表达产品效用，是本文主要探索的难题。如何避免因文化背景而差异导致的商标误译也是本文关注的问题之一。

关键词：跨文化交际; 商标；商标翻译  

1. Introduction
1.1 Definitions of intercultural communication
Culture is unavoidable to be mentioned when talking about intercultural communication. Culture is defined as “that complex whole which includes knowledge, belief, art, morals, law, customs, and many other capabilities and habits acquired by members of society” (Tylor 2). Communication is closely bound up with culture because it is through the influence of culture that people learn to communication.
Intercultural communication is a form of global communication. It is used to describe the wide range of communication problems that naturally appear within an organization made up of individuals from different religious, social, ethnic, and educational backgrounds.