从跨文化角度论商标的翻译.doc

AnInterculturalApproachtotheStudyofBrandNamesAbstract:Withtheaccelerationoftheglobalization,theinternationaleconomiccommunicationbecomesmuchmorefrequent.Brandnamesnotonlytransfertheinformationconcerningcommodities,butalsotransfertheculturalinformationtothereceiversinthetargetcultureasculturalmessenger,Inthecourseofsellingfortheproducts,somebrandnamespromotetheselling,becausethesebrandnamesarerecognizedbytheforeignculture,arousethesamesympathyfromtheforeignconsumers,Whileontheotherhand,somebrandnamesreceivedpassivefeedbacksbecausethesesheavyculture-loadedbrandenameshaveprovedtoresultin“culturalshock”inforeignmarket.Thisthesishasstudiedtheculturalorigin.culturalconnotationofbrandnamesfromtheinterculturalapproachandrevealedtheirreflectionginvariousaspectssuchassocialcustoms,religion,moralityandsoon.withtheapplicationofNida’s“functionalequivalence”andprovideconcretetechniquesforthetranslationofbrandnamessoastoprovidesomehelptothetranslationofEnglishandChinesebrandnames.Theauthorpointsoutthatthetranslationofbrandnamesinforeignmarketshouldgibeasmuchattentionaspossibletocommodityinformationandculturalinformationcontainedinoriginalbrandnames.Butalsobesurethatthetranslationcannotarouseculturalconfilict,arouseunfavorableassociation,thusresultinthefailureoftheselling,Sothedesignerandtranslatorofbrandnamesshouldtrytoavoidheavilyculture-loadedbrandnames’appearingintheforeignmarket,sincetheyarenoteasilyacceptedbythereceivers,Keywords:Brandnames;Interculturalcommunication;Translation从跨文化角度论商标的翻译摘要:随着全球化进程的加速，国际经济交往的频繁。商标向异域消费者传递了商品信息；同时，作为文化使者也向外族传递了本国的文化信息。在产品销售的过程中，一些商标名称促进了产品在国外市场的销售，是因为这些商标名称得到了异域文化的认可，引起了异域消费者的共鸣；而另一方面，某些商标名称却有消极的反馈，这是因为这些商标名称蕴含的浓厚的源语文化特色在异域文化中产生了“文化休克”。本文从跨文化的角度研究了商标的文化起源，商标的文化蕴涵，