內(nèi)容摘要

商標(biāo)是公司傳播自身特點(diǎn)和促進(jìn)銷售量的有效途徑。商標(biāo)的國(guó)際性的意義和商標(biāo)的翻譯對(duì)于一個(gè)商品品牌在國(guó)際市場(chǎng)上是否也能夠得到青睞，也起著至關(guān)重要的作用。商標(biāo)是產(chǎn)品形象的代表和質(zhì)量的象征，承載著特定的民族文化內(nèi)涵。作為一種跨文化活動(dòng)，在中西方的語言文化、風(fēng)俗習(xí)慣、傳統(tǒng)等方面存在著巨大差異。論文最后了商標(biāo)的翻譯中常用到的翻譯方法：一般情況用音譯的方法；根據(jù)商標(biāo)所表達(dá)的意義、商標(biāo)名稱是否符合當(dāng)?shù)匚幕⑸虡?biāo)名稱對(duì)顧客的吸引性可選擇意譯，并分析文化差異對(duì)商標(biāo)翻譯的影響及商標(biāo)翻譯應(yīng)把握的主要策略，探討了如何準(zhǔn)確翻譯我國(guó)出口商品的商標(biāo)名稱，達(dá)到促進(jìn)商品銷售的目的。

關(guān)鍵詞：商標(biāo)；文化；翻譯

Acknowledgements

Here, I would like to express my sincere gratitude to all the people who have helped me finishing this paper. Especially I want to give my thanks to Ms. Zhang Qiong, my respected supervisor. Without her help, I am sure that I will not accomplish this thesis successfully. Out of her busy work in the supervising, she helped me with revising my thesis. She read through my paper carefully and pointed the errors. With her careful revising, I finished my paper smoothly. In addition, I would like to express my thanks to the writers of the reference books. From them, I got so much useful materials.

Outline

Thesis Statement: This thesis analyses the translation methods of trademark from the cultural perspective. 

1.Introduction

2.  Culture Differences in the Trademark 

2.1 Thinking-pattern Differences

2.2 Social Value Differences

2.3 National Psychological Differences

   2.3.1 National Values

   2.3.2 Religious Beliefs

2.4 Aesthetic Interest Differences

3.  Translation of Trademark  

3.1 Transliteration

3.2 Free Translation

3.3 Combination of Transliteration and Free Translation

3.4 Effectiveness Translation

4.  Conclusion

Table of Contents

1Introduction ………………………….…………………………………..…….…1

2  Culture Differences in the Trademark ……………………………………..……2

2.1 Thinking-pattern Differences …………………………………………………2

2.2 Social Value Differences ………………………………………………………3

2.3 National Psychological Differences……………………………………………3

2.3.1 National Values……………………………………………………………4

2.3.2 Religious Beliefs……………………………………………………….…5

   2.4 Aesthetic Interest Differences…………………………………………………..6

3  Translation of Trademark ………………………….…………………………….....7

3.1 Transliteration ………………………….………………………………………7

3.2 Free Translation ………………………….…………………………………….8

3.3 Combination of Transliteration and Free Translation ………….………………9

3.4 Effectiveness Translation………………………….……………………………10

4  Conclusion………………………….………………………………………………11

Bibliography ………………………….……………………………….………………..12