中外文化双向交流中的出口商标翻译

Translation of Trade Marks for Export Commodities in the Bilateral Sino-Foreign Communications

由于文化的差异,在商标翻译中要全面考虑国外消费者的社会文化特点和消费心理,在宣传民族文化和产品特性的同时,追求语言朴实、形象鲜明的商品形象。跨文化交际是动态的,商标的翻译应该考虑文化交流的动态性,走出广告翻译的误区。

Foreign cultural elements and consumption psychology should be fully considered in the translation of trade marks due to the cultural differences. Nice and special commodity images should be obtained in the publicity of national culture and commodity characteristics. Cross-cultural communication is dynamic,and trade mark translation should follow such a dynamic trend.