从跨文化角度论商标的翻译.doc

1AnInterculturalApproachtotheStudyofBrandNamesAbstract: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，商标名称在风俗习惯、宗教、道德规范、地域文化等各方面的反映。以奈达的“功能对等”理论为原则，运用大量汉英牌名实例分析讨论品牌名称翻译的具体方法提出在国外市场中的商标词汇的翻译要尽量兼顾商标名称在源语中所蕴含的商品信息和文化特色，更要注意商标名称是否会产生文化冲突，引起消极联想，从而导致产品滞销。关键词：商标名称；跨文化交流；翻译IntroductionBrandnameisanessentialpartofadvertisements.Itisanamegivenbyaproducertoacertainproduct,bywhichitmayberecon