摘要本文以中英文化差异为切入点，分析了商标翻译对商品的影响。商标是商品和商业服务的标记。它是指商品生产者、经营者、服务提供者为了使自己生产、销售的商品或提供的服务，在市场上与其他商品或服务相区别而使用的一种标记。商标名称的好坏具有战略性的重要作用，甚至会决定产品的存亡。商品经济下商标是非常重要的。商标翻译中最主要的障碍就是语言的不同，以及由于不同的地区，不同的语言，不同的背景所带来的文化的差异。这种差异通过语言表现在商标的翻译与表述之上，使得商标翻译具有一定的难度。本文说明了商标翻译中出现文化差异的现象，并分析了影响商标翻译的原因，给出了商标翻译的建议，同时，简要地归纳一些商标翻译中应遵循的规则，从而为得到更好地商标翻译而服务。67360

毕业论文关键词  商标翻译   文化差异   翻译方法   

毕 业 论 文 外 文 摘 要

Title    On Brand Translation From the Perspective of Chinese and English Culture Differences

Abstract

A brand is shown by a name , a word , a sign , a symbol , a design or a combination of them. It is intended to identify the products or services of group of sellers and to differentiate products from those of competitors. A good brand can be very important to a company. The main obstacle of brand translation is the different cultures. The cultural differences are represented by the forms of language. This paper shows cultural differences between Chinese and English brands. And this paper also provide some common skills on brand translation. And at the end of the paper , some general principles of brand translation are given in order to give better brand translation.

Keywords  brand translation   culture persity   methods   

Table of Contents

  1  Introduction 1

1.1 definition of brand 1

1.2the significance of brand1

2  Translation and communication 2

3  Cultural persity and translation  3

4  Methods of brand translation5

4.1  Transliteration 5

4.2  Literal translation 6

4.3  Liberal translation7

4.3.1  Effectiveness translation7

4.3.2  Character translation8

  4.3.3 elegance translation8  

  4.4 Substitution method  9

  4.5 general principle in translation10

  4.5.1 faith to the products10

  4.5.2 simple and creativity10

  4.5.3 colorful and imaginable10 

Conclusion12

  Acknowledgments13

Bibliography14

 1 Introduction

1.1 Definition of Brand

Brand is the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers". Initially, brand was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot iron stamp, and was subsequently used in business, marketing and advertising. It is intended to identify the products or services of one seller or one group of sellers and to differentiate products from their competitors. In other words, the brand is treated as the symbol of the actual product. Brands are printed on the surfaces of the products, packages and directions, and are hanged in public places. With the development of economy, brand may be a kind of economic symbol more than a mark of the product or service. Band plays an important role in the trading, and its significance is realized by many companies.

1.2 The Significance of Brand