文档字数：6413
摘 要
当前,中国出口企业正面临国际文化差异造成的传播障碍与风险,因商标翻译失误影响商品出口的案例时有发生。本文将通过案例分析说明不成功的商标译名可使产品的销售一落千丈。造成此种现象的根本原因在于语言文化差异。语言文化差异确实给中国译者的翻译工作带来很大的难度,中国译者任重道远,怎样超越语言文化差异进行商标翻译工作成为一个不容忽视的问题。针对这一问题,本文为商标译者提供一些翻译策略:首先,应深入了解所译广告及商品的特点；其次,应了解广告受众国的文化传统及消费心理,了解翻译时应注意的禁忌。最后,要注重创新和语言的规范化。总之,只有提高译者的商标翻译水平,才能从根本上解决中国出口问题。
关键词
商标译名；商品出口；文化差异
Contents
AbstractI
Key WordsI
摘 要II
关 键 词II
Introduction1
I Introduction of Brand Name2
A Edification of Brand Naming Question2
B Necessity of Professional Correction2
C Values in Brand Name3
II Present Situation of Brand Translation 5
A Unsuccessful Cases of Brand Translation5
1 Lack of Aesthetic Psychology5
2 Filled with Indelicacy6
3 Impropriety to British and American Idiom Culture6
B The Difference between Bad Translation and Good Translation7
III Reasons for Bad Translation and Strategies to Solve the Problems 9
A Reasons for Bad Brand Translation9
B Strategies to Surmount these Difficulties as a Translator10
1 Knowing the Characteristics of the Translated Brand and Commodity11
2 Understanding the Target Countries’ Culture and Tradition 11
3 Attention to the Innovation in the Brand Translation12
4 Attention to the Standardization of the Language12
C Strategies to Solve the Problem from the Other Aspects13
Conclusion15
Acknowledgements16
Bibliography17
Abstract
In recent years, there are barriers and risks caused by international culture difference in export corporations of China Now and again, there are cases that the sales of the export commodity are blocked because of mistranslation of brand names In this paper, through unsuccessful cases, the author wants to make the readers know that an unsuccessful translation to the brand may make the sales of products fall quickly The basic reason that caused the different results is cultural difference, which really makes the translators have difficulty in translating the brand names Then, how to surmount the barriers caused by cultural difference in brand translation becomes an urgent task for the translators Firstly, for the translators，the characteristics of the brand and commodity should be taken into consideration; secondly, the target countries’ cultures and the psychology of consumers are involved in translation of the brand names; finally, the translators should pay attention to the innovation and the standardization of the language In a word, only when the translators improve their skills of translation, should the export of China have a bright future
Key Words
Brand translation; export commodity; culture difference
