Abstract

With the increasing global trading, the characters of the products are becoming more and more obvious. The brand name is expanding with development of the commodity exchanges. The main obstacle of brand name translation is the different cultures. The cultural differences are represented by the forms of language. To avoid translation mistakes and misunderstandings, translators are required to learn more about the different cultures in eastern and western in order to create brand names that can be accepted by the local consumers. From the aspects of the cultural differences, this paper analyzes the causes of the different cultures between western and eastern and the influences caused by these cultural differences. Finally, some recommendations for the brand name translation will be raised on the basis of the common translation theories.

Keywords: brand name; cultural differences; influences; recommendations
 
摘要

随着全球贸易的激增，商品国际化特征也越来越显著。商标随着商品贸易的发展而传播。其中商标翻译中最主要的障碍就是由语言的不同带来的文化的差异。这就要求译者很好地了解中西方文化差异，以确保商品译名能被消费者所接受。本文将从文化差异角度入手，分析造成中西方文化差异的原因，并探讨这些文化差异对商标翻译所造成的影响。最后在基本理论的基础上提出一些提高商标翻译的建议。

关键词：商标；文化差异；影响；建议