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1、Literature Review on Trademark Translation from thePerspective of Cultural DifferenceIn recent years, with more and more companies entering into overseas market, more and more trademarks are translated into English. And the influence of the trademark translation is increasingly prominent. But the tr
2、ademark translation has a close relationship with the culture. According to the situation now, the cultural difference in trademark translation can not be neglected. In the study of cultural difference in trademark and its trademark translation, I mainly sort out and sum up the bibliography and stan
3、dpoint from the related scholars on such question as how the cultural difference influence on the supplies trademark and its translation.1 LI Dong - qin(2009) discusses the successful experience of the trademark, SONY, analyzes trademark features of Chinese and English, and in the end summarizes pro
4、per translation methods: equivalent translation, opposite homophonic trademark at the background of translation, English zing Chinese spelling, spelling of variation, composition of semantic feature, etc.2Zhao Chunyan (2007), Because of the essential characteristics and the social functions of the t
5、rademark, so when translating the trademark at the background of the cross-culture communication, we must explore its deeper cultural connation so that we can convey the rich meaning of the trademark accurately. From the examples of the trademark translation, this paper anal sizes its translation fr
6、om the perspective of cross- cultural translation, and it focuses on some principles that the translator should know.3 Li Xiaoqin, WU Changqing (2007) try to explore the trademark translation from the forms 0f cultural differences between English and Chinese end trademarks translation obstacles. The
7、 paper points out that understanding these cultural differences could translate trademarks better where the conventional ways fail. The author holds that the better way of translation is interpretation and creation while two cultures ale widely different4 ZHANG Lei, TIAN Cuiyun(2010) , As a company
8、symbol, the trademark plays an important role in promoting consumption as well as improving a commoditys commercial value. In addition, from the perspective of translation studies, a trademark is also a symbol of the unity of language and culture. Trademarks thus serve as a special kind of crosscult
9、ural communication ,and so trademark translation requiresthe translator to take many things into consideration, such as cultural differences,the cultural al connotations involved in the wording, their associative meanings and etcOnly by paying attention to these things,can a given trademark inspire
10、consumers to realize its commercial value by changing their buying patternsBy focusing on the differences between Chinese and Western cultures, this article examines the influence of different social values. The culturalconnotations involved in the wording and their associative meanings oil trademar
11、k translation. Through the analysis of the trademarks used by some famous brands, this paper guides readers a clear understanding of cultural influences on trademark translation.5Tu Huijuan Wan Yulan (2008), Translation is not only the transformation of language, but also the process of cultural tra
12、nsplantation. Translation of brand names like any other translations is a form of cross-cultural communication, which is influenced by the values, thinking mode, aesthetic, religious practices and other factors. This paper attempts to analyze the difference between eastern and western cultural diffe
13、rences on translation of trademarks, and tries to think out some methods that avoid the national psychological obstacles.6 Huang Xuefang (2009) is to briefly discuss brand naming and translating in the broader context in global marketing, and to understand the sociolinguistic resources that Chinese
14、marketers And consumer s relies on w hen constructing culturally relevant meanings of brand names. This Paper attempts to present a general understanding of sociolinguistic implicate ions of naming and translating brands across different cultural set tings, particularly Western brands translated int
15、o Chinese.7 Li Cunjie (2005) does such study. This article analyzes how the translation of brands serves the purpose of the consumers aesthetic psychology, and it emphasizes the importance to bridge the gap between the source culture and the target culture. Further more, it discusses the interaction
16、 between the translation of brands and ideology of the consumers.8 Jie Shu nuan(2006) In the process of occupying the world market, trademark plays a significant role. So how to the Chinese trademark are translated into English become very important. To translate trademark well, some principles and approaches have to be taken into consideration carefully. In translating concise language is favorable; meanwhile attention has given to cultural and political factors i
