试论中英文化差异下出口商品商标的翻译

On the Translation of Trademarks of Chinese Exported Products:a Perspective of Cultural Differences between Chinese and English

商标作为一种应用语言,是当今商品社会中广泛使用的交流媒介,对其所作的汉英翻译不仅涉及语言的转换,还要考虑英汉两种文化差异对翻译的影响。文章从商标和文化的关系、出口商标翻译中容易出现的问题两方面出发,讨论了出口商标翻译的原则。

Trademark, being an applied language, has become a widely used medium of communication in modem commercial society. Its Chinese - English translation strategy involves not only the transformation of languages, but also the cultural differences between Chinese and English. This paper tries to come up with some principles to be followed in trademark translation of Chinese exported products by analyzing both the influence of cnlture over trademark and the problems existing in current trademark translation.