商标名称翻译中的跨文化因素

作为一个品牌的标志，商标名称承载着一个品牌的文化内涵。它是一个品牌的产品区别于另一个品牌产品的标志。该文中，商标名称的翻译将是主要讨论的内容。一个成功的商标名称能够给消费者留下深刻的印象和好的品牌形象。因此，在国际市场上，一个优质的商标名称是极其必要的。商标名称的翻译不仅仅需要高超的翻译技巧,除此之外，译者还必须注意翻译双方国家或民族文化差异的处理。而该文章主要针对商标名称翻译中的跨文化因素及其影响进行分析和说明。文章涉及一系列跨文化交流理论知识，阐释了商标翻译中文化差异的相关问题，介绍了常用的商标名称翻译方法，以便读者更好地了解商标名称翻译。本文重点分析了商标名称翻译中的跨文化交流因素。笔者从思维、语言、价值观、审美和风俗习惯五个方面，运用大量的实例阐述文化对商标的影响。该研究有助于读者更进一步认识跨文化因素对商标名称翻译以及商品跨文化营销的影响。
关键词：商标名称，翻译，跨文化交流，文化差异
Intercultural Factors in Brand Name Translation
Abstract
A brand name is used to distinguish one product to another. It is the mark of a brand and carries the brand culture. In the thesis, brand name translation is the main character. A good brand name can help a company leave good brand image to consumers. So in international market a good translation of brand name is very necessary. Brand name translation not only need proficient translating skills, but also should concern cultural differences. So the purpose of this study is to explore the intercultural factors’ influences on brand name translation. Series intercultural communication theories are introduced and used on analyzing brand name translation. Translation methods of brand name translation are also referred in the thesis. The focus of the article is the impacts of intercultural elements to brand name translation. This theme is analyzed from five parts. They are different thinking patterns, different linguistic elements, different values, different esthetic criteria, and different folklore. In the process of analyzing, brand name translation cases are used to illustrate the impacts of cultural differences in intercultural marketing. The research is very helpful to gain prefer and trust of local consumers and to obtain bigger market share in overseas market. So doing this research is also very meaningful to intercultural marketing communication.

Key Words: brand name, translation, intercultural communication

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