文化差异中的商标翻译
摘要：近年来，随着中国加入WTO以及经济的全球化，国际间的商品流通日益频繁。各国为了能进一步开拓国际市场和树立品牌形象，不断的宣传本国的商品。此时，商标便成为了商品信息传播的一种特殊的方式。而在这种传播中，商标翻译有着极其重要的意义，它直接影响着商品在消费者心中的形象以及企业在社会中的名声。一个好的商标翻译能给企业带了巨大利益，因此商标翻译在国际商品交流中起着举足轻重的作用。
本文以奈达的功能对等理论为依据，强调了读者对译文的理解与作者对原文的理解基本一致，并结合了中西文化差异来论述商标的翻译。文章还介绍了商标的作用和特点，探讨了文化对于商标翻译的影响，提出了现代社会中商标翻译存在的问题和误区。最后，作者通过全面的分析，总结出了商标翻译的有效方法：音译，意译，音意结合和灵活翻译法。作者认为商标的翻译应该被加以重视，从而有利于扩大中国商品在世界市场上的销售。
关键词：商标翻译; 功能对等理论; 文化差异; 翻译方法
Abstract: Recently, with the globalization of the economy and China’s entry into WTO, the communication of commodities in the international society becomes more and more frequent. In order to explore the international market and establish a brand image, many countries promote their own goods by smart methods. Therefore, trademark has become a special way of products information spreading. And trademark translation plays an extremely important role in products communication.
A good trademark translation will bring large benefits to the company, so the trademark translation plays a key role in the international commodity exchanges.
In this paper, the author uses Eugene Nida’s Functional Equivalence theory as the basis of the research. The Functional Equivalence theory of Nida emphasizes that readers' understanding of the article should be roughly the same with that of the original author. The thesis also pays attention to cultural differences and quotes other translation theories. Then the article describes the functions and characteristics of trademark, researches the reflection of culture in trademark translation, and points out the existing problems and mistakes in the trademark translation. Furthermore, the paper discloses the corresponding causes of those problems.
At last, through a comprehensive analysis, the author puts up with four translation methods, namely, transliteration, literal translation, literal---transliteration, and flexible translation.
The author concludes that we should attach importance to the trademark translation which is beneficial to expand the sales of Chinese commodity on the world market.
Key Words: trademark translation; functional equivalence theory; cultural differences; translation methods
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