摘 要
随着世界经济的高速发展，越来越多的中国企业活跃在国际舞台上。同时他们也意识到一个不可忽略的问题，那就是:为了刺激商品消费和扩大国内外市场的占有率，商标名及其翻译有着举足轻重的地位。考虑到目前研究的局限性和中文商标名翻译研究的重要性，本文首先从中国文化特色出发，分析了中文商标的基本功能和特点，深入分析了文化差异的原因。另外，作者提出奈达“功能对等理论”来指导中文商标英译的实践。最后列举翻译方法，并用事例加以论证，事实上对商标名翻译的研究，就是一种文化范畴的研究。
关键词：商标；商标名翻译；文化；文化差异；功能对等论
ABSTRACT
With the fast development of international economy, more and more Chinese enterprises have been active in the global market. They are increasingly finding that brand names translation plays an important role in stimulating consumption and expanding domestic and overseas market. So the author of the paper attempts to explore brand name translation in the cultural differences perspective. Owing to the limitations of the previous studies and the significance of Chinese brand name translation, the paper makes a study of cultural characteristics of the Chinese brand names, as well as typical characteristics of Chinese culture, and then further analyzes the causes of the cultural differences. In addition, the paper proposes Nida's "functional equivalence theory" as the principle for producing culturally effective English renderings of Chinese brand names. At last, the author gives some examples to explain some useful methods. In fact, the translation of Chinese brand names study is also the study of culture.
Key words：brand name; brand name translation; culture; cultural differences; Functional Equivalence
Contents
1. Introduction 1
2. Brand Name Translation 2
2.1 The Definition of Brand Name 2
2.2 The Norms of Brand Name Translation 2
2.3 The Features of Brand Name Language 3
3. Cultural Differences and Brand Name Translation 4
3.1 Cultural Differences 5
3.2 Current Problems Existing in Chinese Brand Names Translation 8
4. Principles and Ways of Brand Name Translation 10
4.1 Functional Equivalence 10
4.2 Ways to the translation of Chinese Brand Names 11
5. Conclusion 15
Acknowledgements 16
References 17
