从文化差异看英汉商标词翻译的原则

On the Principles of Translation of English and Chinese Trademarks from a Perspective of Cultural Differences

商标词的翻译,实质上是一种特殊形式的跨文化交流。任何商标词都有其自身的文化内涵,商标词的发明和接受就是跨文化交流的过程,交流的效果取决于商标词翻译的质量。

The essence of translation of trademark is actually a particular kind of intercultural communication. Any trademark is loaded with cultural connotation. And the invention and acceptance of a trademark is virtually the process of intercultural communication, the effect of which relies on the quality of translation of the trademark.