商标翻译的文化解读

中外商标翻译除了遵循两种语言的翻译原则和规律外,译者要有深刻的文化意识,要注意研究与两种语言相关的文化因素,特别是译入语国的文化因素。在一定意义上,这是商标译名成败的一个重要因素。本文根据信息传播理论,从文化因素方面分析和探讨一些中外知名商标翻译的主要策略及文化冲突所造成的负面影响,并指出商标成功的翻译是与重视两种异质文化的研究和理解分不开的。

A Cultural Study of the Trademark Translation

Besides obeying the translation principles and rules, the translator must have a deep cultural sense in translation of the trademark. Especially he must study the cultural factors in the target language. In a sense, it is a very important factor in translation. According to the informational communicative theory, this paper expounds the main translation strategies and the negative influences caused by the cultural conflict. The paper also points out that the successful trademark translation is indispensable to the comprehension of the two different culture.