英语商标汉译中的文化因素分析
众所周知，随着经济全球化，国际交流日益频繁。在国际贸易不断发展中，国外产品源源不断地流入中国市场，作为商业和语言结合体的商标名称正起着不容忽视的作用。小小一个商标，不仅承载了所指商品的信息，更包含了整个企业、民族的文化精髓。因此商标翻译绝不能简单地看成源语到目的语的文本装换，语符间切换的过程中孕育着迥然不同的东西方之间的文化背景。商标翻译是连接东西文化的桥梁。因而，商标翻译如何排除中外差异所造成的障碍成为不容忽视的问题。然而事实上，以商标翻译为对象的学术研究做得很多，而翻译英语商标的研究少之又少。
本文从中西文化因素对英文商标翻译的影响这一角度进行分析，分析英语商标所蕴含的意义结合中国文化底蕴，主要以奈达的功能对等理论为理论基础，从理论和实践两个角度展开剖析，具体探讨进口英语商标翻译方式的技巧和原则问题，使人们对中英不同的商标翻译方式的比喻意义有更深刻的认识，减少由此产生的交际障碍。
关键词:英语商标翻译; 功能对等;文化差异; 翻译方法
An Analysis of Cultural Elements in Translation of English Trademarks into Chinese
Abstract: It’s known to all that with the globalization of economy, nowadays the international exchange in culture becomes a common phenomenon. With the development of international trade, there are more and more foreign products flowing into Chinese market. Trademark names as products derived from the combination of commerce and language, are playing an important role. Small as it is, a trademark contains a lot of specific information about a certain product or service. Therefore, its translation can’t be simply treated as a transferring process from one language into another. The transferring process contains the different cultural backgrounds between East and West. Trademarks translation can be treated as a bridge to connect the culture of East and West. Therefore, how to eliminate the problems caused by the cultural difference between China and West countries in doing the trademarks translation should not be ignored. In fact, there are a lot of academic researches about this issue; however, the researches about the English trademarks translation are extremely rare.
From the view of cultural factors that influence the English trademarks translation, this paper analyzes the implications of English trademark combining with Chinese culture. The paper emphasize on Nida’s functional equivalence translation theory to explore the specific English trademark translation techniques and principles from the perspectives of theory and practice. The purpose of this paper is to give people a better understanding of the different trademark translating methods to reduce the barriers in communication.
Key Words: English trademark translation; Functional Equivalence Theory; cultural differences; translation methods
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