商务英语毕业论文

　　商标的文化特征及翻译策略【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。

　　【关键词】商标;翻译;文化特征“ Trademark is the designation of the merchandise. Asuccessful trademark can catch people’s eyes and make a strongimpression in their mind. It’s the symbol of the products’

　　quality feature. That is to say a successful trademark cansatisfy the consumer’s requirement of both matter and spiritand set up a sense—‘deficit spending’in consumer’s spirit.

　　Therefore, the traders all try their best to design variousparticular trademarks. They are expected to stimulatingconsumer’s purchasing desire by right of a goodtrademark.”[1]（p1）However, due to the international tradebecome more and more frequent because of Worldwide EconomyUniformity, a trademark which translated suitably can decidewhether a product can or not occupy the oversea market. As aspecial method of communication, the translation of trademarkmust consider the similarities and differences of thedifferent language cultures. During the process oftranslation, the translator must adopt the flexible tactics oftranslation in order to translate effectively and retain thecultural feature.

　　1 Trademark and culture1.1 The relationship of trademark and culture“The sociologists said that all kinds of the phenomena ofculture are different. Each kind of culture evolved because ofhistory and geography. Due to this cultural difference, theunderstanding of language is different.”[2]（p1）As a result, itmay cause a problem that people in different areas may havedifferent understandings to a same trademark. We can see thatone product which has a same trademark is popular in one areabut suffers absent treatment in another area. What begets suchan obstacle is the cultural difference. Therefore, how toremove the obstacle which begets by the cultural differencebecomes an ineluctable problem.