商标翻译中的文化冲突与对策

The Strategy of Cultural Conflicts in Trademark Translation

商标是语言文字和民族文化的统一体。不同国家的商品标牌中蕴含着各自的文化,具有不同的文化特色。在翻译中国商标时要特别注意英汉文化价值观念、文化禁忌和文化心理的差异,否则,就有可能造成中外文化冲突,直接影响产品形象和销售。从文化价值观念、文化禁忌和文化心理等方面提出解决商标翻译中文化冲突的对策,供我国一些企业参考,以进一步提高其竞争力。

Trademark is the unity of both language and culture. Different cultures are included in trademarks of different countries with different cultural features. Special attention should be paid to the differences in values, aesthetic psychology and taboos when we translate Chinese trademarks into English. Otherwise, it is probable that cultural conflicts be caused so as to affect the image and selling of a product. The paper puts forth some strategies in dealing with cultural conflicts in trademark translation to give some references to some enterprises in China so that they are able to improve their competitive ability home and abroad.