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商标是商品的标志,它是商品显著特征的浓缩,是商品文化的核心部分。商标的翻译是由解码到编码的逆向转化过程,融入了不同文化间的思想感情、知识水平、文化修养、宗教信仰、生活环境等各种因素。好的商标翻译能传神地译出原商标的名字、特色或者内涵,有利于提高产品知名度,打开销路,加强市场占有率。特别是在经济全球一体化不断深入的今天,世界各国贸易空前繁荣,而一国的产品想要成功地打入目标市场国,品牌贴切的目标语翻译就成为了关键。本文就是在此背景之下,以中英商标的文化差异为切入点,对英文商标进行了探讨,借以找出正确的翻译策略,以利于促进中外经济文化交流的进一步发展。
Trademark is a symbol of goods, it is the salient features of commodity concentration, is the core of the commodity culture. Trademark translation is a process of reverse conversion from decoding to coding, which incorporates various factors such as thoughts, feelings, knowledge level, cultural accomplishment, religious beliefs and living environment among different cultures. A good trademark translation can vividly translate the name, characteristic or connotation of the original trademark so as to improve the product popularity, open up sales channels and enhance market share. Especially in the deepening economic globalization, trade between countries in the world is unprecedentedly prosperous. When a country’s products want to successfully penetrate the target market, translation of the target language with the proper brand name becomes the key. This article is under this background, taking the cultural differences between Chinese and English trademarks as the breakthrough point, the article explores English trademarks to find out the correct translation strategies to facilitate the further development of economic and cultural exchanges between China and foreign countries.