摘要

随着世界经济全球化的不断深入发展，跨国贸易变的更加频繁。而作为商品标志的商标，对国际贸易更显重要。商标会给消费者留下象很可能影响消费者是否会决定购买这件商品。可见在商品经济发达的今天，商标的命名关系到企业的形象、信誉、实力等一系列重要因素。并且随着跨国贸易规模的不断扩大，本国商品能否打动国外消费者正是企业需要解决的一大难题，而作为第一印象的商标无疑是打开市场的一大关键。本文从中西方文化差异的角度出发，通过对中英文商标实例的分析，概述商标词的来源、特征及商标翻译的原则，介绍几种常用的商标翻译技巧，并就一些商标的翻译合理性进行探讨。

关键词：商标 ; 文化差异 ; 翻译原则 ; 翻译技巧

Abstract

With the deeply developing of Economic Globalization, International trade became more frequently. And as the symbol of goods, trademarks play a more important role in International trade. A trademark will express the consumers first, which definitely effect the consumers’ decision. Apparently in the time of highly developing commodity economy, it determines the image, credit and economic power of a company. Nowadays the scale of international trade growing fast, the problem that how to move foreign consumers disturb many companies. It is no doubt as the first impression the trademark is the key to open another mark. From the perspective of cultural differences, this article attempts to outline the word origin and the characteristic of trademarks as well as the translation principle, introduce several kinds of trademark translation methods, and meanwhile discusses the phenomenon of cultural error in trademark translation.

Key words: trademark; cultural difference; translation principle; translation method