中英商标翻译文化特色的处理

The Treatment of Cultural Features in the Translation of Brand Names

商品商标大都具有特定的民族文化内涵。对商标的翻译,许多学者做了大量的研究,但是从文化特色的处理方面对商标翻译进行研究还不多见。本文从保留文化特色的思路出发,从翻译技巧的角度,对如何处理商标翻译中的民族文化特色进行了探讨。

The brand names generally contain specific meanings of a particular culture.Many scholars have done much research on translation of brand names,but the systematic research from the aspect of treatment of cultural features is still rarely seen.This paper,from the train of thought of the retaining of cultural features and from the angle of techniques of translation,explores how to treat cultural features in the translation of brand names.