商标翻译中的文化因素分析

The Analysis of Cultural Factors in Brand Translation

商标是一个企业(商品)的形象代言,商标的优劣集中体现着一个企业的文化底蕴的程度深浅。因此,企业特别是跨国企业的商标名称要通过翻译使集企业的产品、文化和人的精神为一体而让消费者家喻户晓,这就给产品商标的翻译提出了很高的要求。所以商标翻译中要体现文化因素的作用,通过音译、意译和音意结合翻译法都要注意文化因素的影响。

Label is the best image of an enterprise. The excellence of a label embodies the degrees of an enterprise＇s detailed content over culture. Therefore, it demands a higher standard for the interpretation of the label whether the label name of an enterprise, especially the transnational enterprise, can merge together the enterprise＇s products, culture and people＇s spirit in order to make the product known by all .The article uses the embodiment of cultural factors in label interpretation as a cutting point and thus proposes some problems in the process of label interpretation.