Abstract
There is a close relationship between cultural difference and trademark translation. When companies market their products in foreign markets, it is necessary for them to translate the trademark appropriately and accurately. The translation can not be based on literal meaning or pronunciation exclusively. Cultural factor should be taken into consideration in the process of translation. Different cultures cause different custom and habit, way of thinking, values, etc. Meanwhile, it leads to different consumption psychology, consumption habit, consumption behavior, etc. Therefore, trademark translation must consider target language country culture, which is of great significance on translation results, even sales of products and destiny of the company.
Different translation strategies, such as transliteration, liberal translation, transliteration & liberal translation, creative translation, etc. can be applied in the process of trademark translation. However, it is needed to point out that translators should apply appropriate strategy on the basis of original trademark. The translation not only shows products’ features, but also meets potential consumer’s consumption psychology and cultural needs.
The paper is aimed at analyzing relationship between trademark translation and cultural differences. A large number of examples are cited in the paper to make analysis be more convincing and acceptable. The examples are all popular trademarks at home and abroad, so it is easy for readers to understand what the writer wants to express and explain in the paper.
The paper consists of five parts: part one is introduction, introducing background information of the research; part two is about cultural principles in trademark translation, explaining relationship between cultural difference and trademark translation; part three is about strategies applied in trademark translation; part four is a case analysis; and last part is conclusion.
Keywords: translation; culture; trademark
Contents
1. Introduction 2
1.1 Background Introduction 2
1.2 Relationship between Trademark and Culture 2
2. Cultural Principles in Trademark Translation 4
2.1 Different Cultural Connotations 4
2.2 Culture of Target Language Country 5
2.3 Psychology of Target Language Consumers 5
3. Strategies for Trademark Translation from the Perspective of Cultural Difference 7
3.1 Transliteration 7
3.2 Liberal Translation 7
3.3 Transliteration and Liberal Translation 8
3.4 Creative Translation 8
4. Trademark Translation—Case Analysis 10
5. Conclusion 11
