文化差异对品牌商标翻译的影响探析——霍夫斯坦特之“共同心理程序”与刘宓庆之“文化心理”论

The Impact of Cultural Differences on Translation of Brand Name:Hofstede Tante's "Common Psychological Process" and Liu Miqing's "Cultural Psychology" Theory

在产品走国际化路线的过程中,精准的商标名称翻译无疑是打开国际市场之门的一把闪光的金钥匙。本论文引进文化大师霍夫斯坦特之"共同心理程序"与知名翻译家刘宓庆之"文化心理"论,结合几种基本翻译法的应用分析以及品牌商标名称设计及翻译的相应理念与原则,阐释文化差异对品牌商标名称翻译所产生的影响,并归纳总结出商标翻译过程中应遵循的原则及如何选择正确翻译法以避免文化差异所带来的负面影响。

When the product takes the international route, accurate translation of brand name is undoubtedly a golden key to open the door of the international market. This paper introduced the ＂Common Psychological Process＂ of Hofstede Tante who is a great cultural master and the ＂Cultural Psychology＂ Theory of Liu Miqing who is a well-known translator. Combined with the applied analysis of several basic translation method as well as the concepts and principles of design and translation of brand name, the impact of cultural differences on the translation of brand name is explained, and the principles for translation and the choice of translation methods are summarized to avoid the negative effects brought by cultural differences.