On Cultural Diversity's Influence on Chinese-English Brand Name Translation
[Abstract]With the accelerated pace of economic globalization， more and more Chinese products are entering the international market. In this increasingly fierce market competition, exporters have deeply realized the importance of appropriateness of brand name translation. There are many factors influencing Chinese-English brand name translation, and cultural diversity is one of the most important ones. At present, in Chinese market, though most of Chinese brand names are satisfactorily translated, some are still translated without considering the influence of cultural diversity, and the products are not welcomed in foreign markets, causing great loss to domestic enterprises. This paper is aimed at talking about some problems in Chinese-English brand name translation related with cultural diversity, putting forward some suggestions and discussing some principles in intercultural brand name translation.
[Key words] brand name, cultural diversity, intercultural brand name translation
论中西方文化差异对商标翻译的影响
[摘要]随着经济全球化步伐的加快，越来越多的中国产品进入了世界市场。在这日趋激烈的市场竞争中，出口企业已经深刻意识到商标翻译得当的重要性。影响汉英商标翻译的因素有很多，而中西方文化差异是最重要的因素之一。当前在中国市场，虽然绝大多数出口商标的翻译是让人满意的，但是还是存在一些忽视文化差异对其的影响，从而使该产品在国外不受欢迎,给企业带来巨大的损失。本文旨在阐述当前与西方文化差异相关的汉英商标翻译中存在的问题，提出相应的解决方法，并讨论一些跨文化商标翻译的原则。
[关键词]商标 文化差异 跨文化商标翻译
Contents
Introduction.1
1. Current Situation in Chinese-English Brand Name Translation 2
2. Problems in Chinese-English Brand Name Translation .2
2.1 Breaking Taboos of Western Culture2
2.2 Indecency in Brand Name Translation3
2.3 Political Implication in Brand Name Translation.4
2.4 Lacking Enough Knowledge of Cultural Personality Difference.4
3. Solutions to Problems in Chinese-English Brand Name Translation .5
3.1 Paying Attention to Different Ways of Thinking5
3.2 Noticing Different Social Values6
3.3 Emphasizing Different National Psychology6
3.4 Taking Different Vocabulary and Cultural Connotations into Consideration.7
4. Principles of Intercultural Brand Name Translation.8
4.1 Combination of Transliteration and Literal Translation8
4.2 Association with Implication9
4.3 Supplemental Instruction9
4.4 Adjustment10
Conclusion10
Works Cited.12
Acknowledgements13
