摘要

  本文主要从跨文化交际的角度研究商标的英汉互译。通过分析商标功能及其特征，我们发现商标总是用不同的语言技巧及文化内涵来实现交际功能从而达到推销产品的效果。商标的国际化实质上就是一种特殊形式的跨文化交际。本文旨在通过探讨中西方文化差异之于商标翻译的作用和影响，从而提出商标翻译的一些原则和具体方法，以最大化地实现商标的主要功能。

关键词：跨文化交际，商标，翻译，文化差异    

Abstract

This thesis is a study on Chinese-English translation of brand names from the intercultural perspective. From analyzing the functions and characteristic of the brand name, we learn that the brand name fulfills its communicative purpose through various linguistic devices and abundant cultural connotations, thus achieving the goal of promoting the sales. Essentially, the internationalization of the brand name is a special form of cross-cultural communication. In the paper, the author discuss how cultural differences influence on the brand name translation. Then the author put forward some principles and methods applied to brand name translation in achieving the main functions of the brand name.  

Key words: cross-cultural communication, brand name, translation，cultural differences     

1. Introduction
There is a popular proverb "Name is the game". Brand name is one of the effective ways to help enterprises to publicize their company identity and sell their products. Nowadays, with the globalization of economic development, enterprises are exposed to the international market and meet strong competition. Gradually, they realize the importance of brand names. As a result, they begin to make efforts to design some effective brand names and pay more attention to the translation of their brand names. A good and appropriate translation of the brand name may help to build the image of the product and may bring maximum profits to the company. As the symbol of commodities and an important window to show national cultures to the other countries, brand name is heavily culture-loaded and embedded with rich cultural property. The translation of brand names is not just the simple transfer of two languages but the transfer of two cultures. So in brand name translation, translators often encounter some difficulties caused by cultural barriers. If translators are not capable to deal with difficulties caused by cultural differences, the consumers in the foreign target market may misunderstand the connotative meanings of the brand names. In this way, the brand name translator should take cultural factors into consideration.