国际广告文化与国际商标的翻译

International advertising culture and translating of trademarks

打适品牌在知识经济时代是企业的最大资产和最大财富,是企业重要核心力的主题。全球化趋势使国际商品贸易不断增长,跨文化广告传播日益频繁。这使作为广告特殊形式的商标也日益具有国际性,从而成为国际商标。商标国际化对商标的翻译提出了更大挑战,而国际商标美誉度的灵魂是文化,因此从国际广告文化的角度探讨国际商标的翻译问题很有必要。

Brand strategy is the first priority for multi-national corporations in today's knowledge-based economy. Advertising culture plays a special part in operating companies and corporations. The globalization of marketing makes international trade increase in a surprising rate and intercultural advertising is therefore much more frequent than ever. This has posed great challenges for translating trademarks, which acts as special forms of advertising. This paper deals with translating trademarks from the perspective of international advertising culture.