出口包装设计中商标英译文化信息的传递

On the Transmission of Cultural Messages in C-E Translation of Brand Names on Packages of Exporting Commodity

通过对出口产品商标译名的实例讨论 ,论述了文化信息在商标翻译中的重要性 ,以及如何使文化信息在商标英译中得到有效的传递 ,并指出在翻译过程中贴切得体地传递商标词内在的文化信息不仅可以准确地反映出商品的质量特征 ,同时又可引发消费者的文化联想 ,对商品的销售产生广告效应 。

The importance of cultural messages in the translation of brand names and how to transmit it effectively were discussed by illustrating the carefully chosen examples of brand names. When brand names are translated from Chinese to English, an adequate and appropriate transmission of cultural messages can not only accurately reflect the product's quality but arouse the customer's cultural association so as to create the expected advertising effect and help publicize that particular culture.