Abstract

With the accelerating process of economic globalization, international trade has played an important role in promoting the rapid development of the world economy, and trademark translation plays a key role in overseas markets. Trademarks are signs of goods, ambassadors for enterprises, and they provide an important channel for overseas consumers to identify products. A good trademark translation will bring huge profits to the company, while a failure of trademark translation will not only bring about economic losses for a company, but will also, either directly or indirectly, affect a company's image.
Trademark Translation is, in a sense, a form of cross-cultural communication, which involves values, cultural psychology, aesthetics, religious customs, and many other factors. Trademark Translation is not only a linguistic activity, but a cultural translation as well. Therefore, trademark translators should take the cultural factors into account and compose a piece of trademark art. This paper aims at an analysis of cultural influences on trademark translation from the perspective of cultural differences so as to achieve culturally proper and acceptable trademark translations.
The paper introduces the definition of language and culture, and the relationships among language, culture and translation; introduces a general study of trademark, including its definitions, classifications and functions；tells reader the culture differences in trademark translation, which include animals, numbers, colors and plants and introduces the strategies and the principles of trademark translation.

Key words: trademark; trademark translation; culture; principle
 
摘  要

    随着经济全球化的进程日益加快，国际贸易为世界各国经济快速发展起到了推动作用，而商标翻译对于国内商品在海外的销售发挥着至关重要的作用。商标是商品的标牌，是企业的形象大使，是消费者识别该商品的方法之一。好的商标翻译会给公司带来巨大的利润，而失败的商标翻译不仅会使公司遭受严重的经济损失，还会直接或间接的影响公司的形象。
商标翻译是一种跨文化交际形式，涉及到价值观念、文化心理、审美情趣、宗教习俗等诸多因素。商标翻译不仅是一种语言翻译，更是一种文化翻译。因此在进行商标翻译时应该把文化因素考虑在内并创造出更贴切的商标。本课题从文化差异的角度，探讨中西方文化差异对商标翻译所带来的影响。
本文介绍了语言、文化以及翻译的定义以及三者之间的关系；商标的定义，类别及其在市场经济中的作用；文化差异对商标翻译在动物、数字、颜色以及植物方面带来的影响以及商标翻译的方法策略和需要遵守的一些原则等，

关键词：商标；商标翻译；文化；原则