毕 业 论 文院 别 外国语学院 系 别 英语系 专 业 英 语（师范） 年 级 2009 学生姓名 程玉娟 学 号 200924061436 论文题目 从文化视角论商标的翻译 指导教师 张琼 完成时间 2013 年 5 月 肇庆学院教务处制On the Translation of Trademark from the Cultural PerspectiveA Thesis Submitted to the School of Foreign Languages of Zhaoqing Universityin Partial Fulfillment of the Requirementsfor the Degree of Bachelor of ArtsByCheng Yujuan Supervisor：Zhang Qiong May 2013 AbstractTrademark is one of the effective ways to help companies to spread their identities and better sell their commodities. The paper discusses the international significance of trademark and the important effect of trademark translation that it can also be favored for a brand in the international market. Trademark is a symbol of representative product image and quality, with the specific cultural connotation. Trademark as a cross-cultural activity, there is a huge difference in Chinese and western language and culture, customs and tradition. The paper illustrates the commonly used translation methods in the trademark translation, as well as analyses the main strategy of trademark translation on the influence of cultural difference. Finally on the question “how to make an accurate translation of Chinas export brand name so that it can get the better sales goal”, this paper gives a further study.Key Words: trademark; culture; translation 内容摘要商标是公司传播自身特点和促进销售量的有效途径。商标的国际性的意义和商标的翻译对于一个商品品牌在国际市场上是否也能够得到青睐，也起着至关重要的作用。商标是产品形象的代表和质量的象征，承载着特定的民族文化内涵。作为一种跨文化活动，在中西方的语言文化、风俗习惯、传统等方面存在着巨大差异。论文最后了商标的翻译中常用到的翻译方法：一般情况用音译的方法；根据商标所表达的意义、商标名称是否符合当地文化、商标名称对顾客的吸引性可选择意译，并分析文化差异对商标翻译的影响及商标翻译应把握的主要策略，探讨了如何准确翻译我国出口商品的商标名称，达到促进商品销售的目的。关键词：商标；文化；翻译AcknowledgementsHere, I would like to express my sincere gratitude to all the people who have helped me finishing this paper. Especially I want to give my thanks to Ms. Zhang Qiong, my respected supervisor. Without her help, I am sure that I will not accomplish this thesis successfully. Out of her busy work in the supervising, she helped me with revising my thesis. She read through my paper carefully and pointed the errors. With her careful revising, I finished my paper smoothly. In addition, I would like to express my thanks to the writers of the reference books. From them, I got so much useful materials.OutlineThesis Statement: This thesis analyses the translation methods of trademark from the cultural perspective. 1. Introduction2. Culture Differences in the Trademark 2.1 Thinking-pattern Differences2.2 Social Value Differences2.3 National Psychological Differences 2.3.1 National Values 2.3.2 Religious Beliefs2.4 Aesthetic Interest Differences3. Translation of Trademark 3.1 Transliteration3.2 Free Translation3.3 Combination of Transliteration and Free Translation3.4 Effectiveness Translation4. ConclusionTable of Contents1 Introduction .12 Culture Differences in the Trademark .22.1 Thinking-pattern Differences 22.2 Social Value Differences 32.3 National Psychological Differences32.3.1 National Values42.3.2 Religious Beliefs.5 2.4 Aesthetic Interest Differences.63 Translation of Trademark .73.1 Transliteration .73.2 Free Translation .83.3 Combination of Transliteration and Free Translation .93.4 Effectiveness Translation.104 Conclusion.11Bibliography .121. IntroductionTrademark is a symbol of a product in the form of one or more words (Oxford Dictionary of Business, Market House Book Ltd, 1990). It stands for the quality, function, after-sale services and other important traits of the product. And it is not only a logo, also a lure, the final goal which is to attract customers and sell commodities. The translation of trademarks belongs to the field of business translation and also has its own distinguishing features. As stated by an American scholar, “A good translation of a brand name can bring millions of dollars difference in the product sells record.”(包惠南，2001:28)With more and more foreign products came into China and Chinese products exported abroad, trademark translation has become an increasingly significant part of marketing strategy. A well-translated trademark can also save millions of dollars over the products life because it carries its own meaning, describes the products advantages, and differentiates the product significantly fr