商标翻译与中西文化差异

An Analysis of Chinese and English Trademark Translation and its Cultural Elements

在当今激烈的市场竞争中,越来越多的企业已逐步意识到商标是企业巨大的无形资产。中国已经加入世界贸易组织,中国商品将进入世界市场,参与国际竞争,这种竞争不仅是商品的竞争,服务的竞争,更是企业形象的竞争,品牌的竞争。因此,如何创立世界级品牌,设计具有世界通行性的商标将是每一个中国企业面临的新课题。中西方文化的差异给商标的命名和翻译带来了不小的麻烦。从中英文商标的语言特点入手,具体研究商标翻译的方法和商标设计者或翻译者在设计及翻译过程中应注意的问题,从而引出更深一层的中西方不同文化差异在商标中的反映以及提出商标翻译应遵循的原则。

In the fierce market competition, more and more enterprises gradually realize that brand name is great intangible assets. Since China enter into the World Trade Organization, Chinese products will step into the world market and compete with their counterparts. It is not only the competition of goods and service, but that of the image of Chinese enterprises and well-known brands. It is a new subject for Chinese enterprises that how to set up a well-known brand name with international-leveled desigh and world-wide recognition. The cultural diffenences different culture between China and the West bring about a lot of trouble in naming and interpreting brand name. This paper begins with the characteristics of brand language, further discusses the methods applied in the process of translating the brand name and meanwhile putting forward the principles that trademark translation should follow.