摘要

随着世界经济进入全球化和中国加入世界贸易组织，大量外国商品涌入国内市场的同时，国内商品也出口到世界各地。而如何在国际市场赢得一席之地便成为众多企业关注的问题。除了提供优质的产品与服务之外，企业也对商品的商标翻译给予了很大关注。
文化在人类的各种社会活动中逐渐形成，由于地域、历史、语言的差异，每个国家和地区都有其独特的文化，这就形成了文化差异。而文化差异正是影响商标翻译能否为目标消费者所接受的重要因素。
因而,巧妙的翻译必然要建立在已经取得目标消费群文化认同的基础之上。本文希望通过对文化与商标翻译的研究分析，为提高商标翻译质量提供一定的帮助。

关键词  商标，翻译，文化认同

Abstract

With the booming economy in the worldwide and China’s entry into WTO, more and more commodities are circulating in the international market. “How to achieve a share in the international market” has become a focus that entrepreneurs concerns about. In addition to superior products and services, translation quality of brand names plays a critical role in it as it is the spokesman of a product.
Culture forms as the society develops. As each culture is unique, cultural differences are universal. And the cultural differences existing between countries cause a serious situation for the communication of brand names. It is common that the same word involves diverse cultural connotations and associative meanings in diverse languages. And it will cause some problems if the target consumers cannot understand one brand well. Thus, culture is an important factor which deserves more attention in the process of translating.
Therefore, proper translation must be established on the basis of cultural approval. This paper will do some research on the relationships among culture, language and translation firstly, and then provide some translation strategies later. The author hopes make some contributions to improve the present level of brand name translation.

Keywords  brand name, cultural approval, translation