跨文化商标翻译英文论文文献综述和参考文献

菜单

The study of products’ trademark translation has been carried out at home and abroad after 21st century, especially since China’s entrance of World Trade Organization and the translation from the perspective of cross-culture communication has also been explored for a while. However, researchers infrequently have focused on the trademark translation under intercultural communication which may exert influences on the products on marketing. 4306

Therefore, in order to keep pace with the times and the demands of rocketing international trade, the study of the impact of products’ trademark translation on marketing from the standpoint of intercultural communication should be on the agenda, which is extraordinarily meaningful for the overall advancement of global economy and also provides a guideline for the domestic brand to merge the world market.

3）Literature Review
The following essay and works offer abundant instructions, inspiration and new insights to the research. Not only them enjoy great academic value but also raised the awareness of the importance of the products’ trademark translation among academia.

The rudiment of the paper is one of the essays wrote by a Chinese writer, which mainly discussed the strategies and influence of the translation of trademark with the illustrations such as head&shoulder in P&G, Galaxy in Samsung and Goldlion.

The knowledge about foreign cultural features and differences of a bunch of countries has been well expressed in the material of intercultural communication, which not merely provides a guideline for the writer to summarize the strategies of trademark translation but is conducive for the reader to understand cultural diversity as well.

The writer also absorbs numerous theories and help from several books of translation from the stance of intercultural communication. For example, the book of translation under intercultural communication elaborated several basic principles of translation in terms of cross-culture communication in detail.

The reference of Marketing encompass a plenty of marketing knowledge and cases which fully illustrate how crucial for a corporation to apply marketing knowledge when the intercontinental businesses being carried out. It also helps readers to gain an increasing comprehension of the influence of trademark translation.

Elements of Influence wrote by Terry R. Bacon is a prevalent book emphasizing consumer psychology. An overall interpretation of the affecting factor of purchase behavior has been entirely stated in the book which raises people’s consciousness of the consequence of trademark translation and the tremendous impacts that a trademark may bring.

In the essay, the writer will optimize the advantages and make full use of the present study and spare no efforts to pursue and produce more academic value, drawing on the advantages and offsetting the weakness. Not only compare the different versions of trademark translation by using several theories but also and figure out innovated and meaningful translation skills for the cultural transmission.
4）Summary
It is evident that the study of the effects of products’ trademark translation is not blank in academia but with several features, research value and fruitful achievement. Nevertheless, there are only a few studies on the influence of products’ trademark translation on marketing concerning intercultural communication. Due to the fact that the products’ trademark, represents both local culture and the corporation’s pursuit, it becomes gradually more important to the product as the global market matures and prevails, The writer aims to elaborate the importance of trademark’s translation from the international viewpoint and proffers advice to the translators to convey the denotation of trademark in different culture.
附：参考文献目录
[1] 陈小畏,李佳虹，蔡林美子. 跨文化交际下的商标翻译对产品营销的影响[J].云南社会主义学院报, 2014，第三期，110-111.