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1、 商标的文化特征及翻译策略Abstract The trademark is similar to persons name. It is the symbol of production. And it would become famous along with the commercial intercourse. A lot of international trademarks have invisible property and huge fortune. The importance is obvious to see. When trademarks are translat
2、ed from Chinese to English or from English to Chinese, an appropriate transmission of cultural feature can not only accurately reflect the products quality but also arouse the customers cultural association so as to create the expected advertising effect and help publicize that particular culture. S
3、o the importance of cultural feature in the translation of trademarks and how to transmit it effectively by translation is discussed by illustrating the carefully chosen examples of trademarks 【摘 要】现代社会中，商标词作为广告的基本组成要素在社会中起着不容忽视的重要作用。它就像个人的名字，是产品的象征。并且会随着商品的交流变的日益为人们所熟知。很多的国际知名商标都具有无形的资产和巨大的商业价值。商标的
4、重要性由此可见。一个适当的商标译名不仅仅能精确的表达商品的特质，而且可以唤醒消费者的想象以达到宣传效果，并使消费者了解一定的文化知识。随着我国经济的迅速发展，改革开放的进一步深入，成为世界贸易组织的一员，中国产品进入国际市场的机会大大增强了，与此同时大量的外国产品涌入中国市场，各种产品在市场上的竞争越发激烈，人们开始认识到好的商标词及其恰当得体的翻译对刺激消费和开拓国际市场的重要性。因此，本文将就商标的文化特征在翻译中重要性及如何有效恰当的翻译进行讨论和分析IntroductionTrademark is the designation of the merchandise. A succes
5、sful trademark can catch peoples eyes and make a strong impression in their mind. Its the symbol of the products quality feature. That is to say a successful trademark can satisfy the consumers requirement of both matter and spirit and set up a sensedeficit spendingin consumers spirit. Therefore, th
6、e traders all try their best to design various particular trademarks. They are expected to stimulating consumers purchasing desire by right of a good trademark.”1（p1）However, due to the international trade become more and more frequent because of Worldwide Economy Uniformity, a trademark which trans
7、lated suitably can decide whether a product can or not occupy the oversea market. As a special method of communication, the translation of trademark must consider the similarities and differences of the different language cultures. During the process of translation, the translator must adopt the fle
8、xible tactics of translation in order to translate effectively and retain the cultural feature. 1 Trademark and culture 1.1 The relationship of trademark and culture “The sociologists said that all kinds of the phenomena of culture are different. Each kind of culture evolved because of history and g
9、eography. Due to this cultural difference, the understanding of language is different.”2（p1）As a result, it may cause a problem that people in different areas may have different understandings to a same trademark. We can see that one product which has a same trademark is popular in one area but suff
10、ers absent treatment in another area. What begets such an obstacle is the cultural difference. Therefore, how to remove the obstacle which begets by the cultural difference becomes an ineluctable problem. Trademark is a method of expression and a tool of transmission. Bao Huinan believed that “Langu
11、age is the carrier of the culture. Culture is the root of language. The translation is the bridge of intercultural communication.” 3 (P1) Dai Weidong believed that there are at least four methods which human used to transmit: (1) Passing it on generation to generation by the real object. (2) Setting
12、 an example and transmitting it through the method and the principle of action. (3) Telling the offspring about some verities, methods and concepts by language. (4) By writing. 4 (P1) New Mark believed that the culture contains biology, physical, social communication and custom. 5 (P1) The trademark
13、 makes up by words, pictures or other components. Obviously it is a sign to transfer the message and it is a special language. Moreover, the trademark is an important part of advertisement. And the essence of advertisement is marketing. But for the differences of location, religion and the economica
14、l developed level, the consumers in different countries have differences in thought, aesthetic delight and sense. Therefore, the trademark in different countries has its own culture and possesses different features of culture. So, the translation of trademark can be seen as a kind of intercultural c
15、ommunication. The translator must pay attention to the intercultural communication of the translation of trademark. Language is the tool of the thought and the communication. It is also the reflection of the social culture. It can influence the thought of people. There will bring an obstacle in the
16、intercultural communication when the differences of each culture reflect in the differences of language. “Such as the English trademarks which contain the wordssunare very popular in many western countries. For example: Sunerge, Sunjoy, Sunrider, Sunett, Sunniwell, Suntory, Suntour, Sunwoods, Sunnia and so on. Many people who lack the cultural knowledge of western countries are hard to understand why. In most western countries, people be
