【正文】 商標(biāo)的文化特征及翻譯策略 [Abstract] The trademark is similar to person?s name. It is the symbol of production. And it would bee famous along with the mercial intercourse. A lot of international trademarks have invisible property and huge fortune. The importance is obvious to see. When trademarks are translated from Chinese to English or from English to Chinese, an appropriate transmission of cultural feature can not only accurately reflect the product?s quality but also arouse the customer?s cultural association so as to create the expected advertising effect and help publicize that particular culture. So the importance of cultural feature in the translation of trademarks and how to transmit it effectively by translation is discussed by illustrating the carefully chosen examples of trademarks 【摘 要】現(xiàn)代社會(huì)中，商標(biāo)詞作為廣告的基本組成要素在社會(huì)中起著不容忽視的重要作用。它就像個(gè)人的名字，是產(chǎn)品的象征。并且會(huì)隨著商品的交流變的日益為人們所熟知。很多的國(guó)際知名商標(biāo)都具有無(wú)形的資產(chǎn)和巨大的商業(yè)價(jià)值。商標(biāo)的重要性由此可見(jiàn)。一個(gè)適當(dāng)?shù)纳虡?biāo)譯名不僅僅能精確的表達(dá)商品的特質(zhì)，而且可以喚醒消費(fèi)者的想象以達(dá)到宣傳效果，并使消費(fèi)者了解一定的文化知識(shí)。隨著我國(guó)經(jīng)濟(jì)的迅速發(fā)展，改革開(kāi)放的進(jìn)一步深入，成為世界貿(mào)易組織的一員，中國(guó)產(chǎn)品進(jìn)入國(guó)際市場(chǎng)的機(jī)會(huì)大大增強(qiáng)了，與此同時(shí)大量的外 國(guó)產(chǎn)品涌入中國(guó)市場(chǎng)，各種產(chǎn)品在市場(chǎng)上的競(jìng)爭(zhēng)越發(fā)激烈，人們開(kāi)始認(rèn)識(shí)到好的商標(biāo)詞及其恰當(dāng)?shù)皿w的翻譯對(duì)刺激消費(fèi)和開(kāi)拓國(guó)際市場(chǎng)的重要性。因此，本文將就商標(biāo)的文化特征在翻譯中重要性及如何有效恰當(dāng)?shù)姆g進(jìn)行討論和分析 Introduction Trademark is the designation of the merchandise. A successful trademark can catch people’ s eyes and make a strong impression in their mind. It’ s the symbol of the products’ quality feature. That is to say a successful trademark can satisfy the consumer’ s requirement of both matter and spirit and set up a sense— ‘ deficit spending’ in consumer’ s spirit. Therefore, the traders all try their best to design various particular trademarks. They are expected to stimulating consumer’ s purchasing desire by right of a good trademark.” [1]（ p1） However, due to the international trade bee more and more frequent because of Worldwide Economy Uniformity, a trademark which translated suitably can decide whether a product can or not occupy the oversea market. As a special method of munication, the translation of trademark must consider the similarities and differences of the different language cultures. During the process of translation, the translator must adopt the flexible tactics of translation in order to translate effectively and retain the cultural feature . 1 Trademark and culture The relationship of trademark and culture “ The sociologists said that all kinds of the phenomena of culture are different. Each kind of culture evolved because of history and geography. Due to this cultural difference, the understanding of language is different.”[2]（ p1） As a result, it may cause a problem that people in different areas may have different understandings to a same trademark. We can see that one product which has a same trademark is popular in one area but suffers absent treatment in another area. What begets such an obstacle is the cultural difference. Therefore, how to remove the obstacle which begets by the cultural difference bees an ineluctable problem. Trademark is a method of expression and a tool of transmission. Bao Huinan believed that “Language is the carrier of the culture. Culture is the root of language. The translation is the bridge of intercultural munication.” [3] (P1) Dai Weidong believed that there are at least four methods which human used to transmit: (1) Passing it on generation to generation by the real object. (2) Setting an example and transmitting it through the method and the principle of action. (3) Telling the offspring about some verities, methods and concepts by language. (4) By writing. [4] (P1) New Mark believed that the culture contains biology, physical, social munication and custom. [5] (P1) The trademark makes up by words, pictures or other ponents. Obviously it is a sign to transfer the message and it is a special language. Moreover, the trademark is an important part of advertisement. And the essence of advertisement is marketing. But for the differences of location, religion and the economical developed level, the consumers in different countries have differences in thought, aesthetic delight and sense. Therefore, the trademark in different countries has its own culture and possesses different features of culture. So, the translation of trademark can be seen as a kind of intercultural munication. The translator must pay attention to the intercultural munication of the translation of trademark. Language is the tool of the thought and the munication. It is also the reflection of the social culture. It can influence the thought of people. There will bring an obstacle in the intercultural munication when the differences of each culture reflect in the differences of language. “ Such as the English trademarks which contain the words‘ sun’ are very popular in many western countries. For example: Sunerge, Sunjoy, Sunrider, Sut, Sunniwell, Suntory, Suntour, Sunwoods, Sunnia and so on. Many people who lack the cultural knowledge of western countries are hard to understand why. In most western countries, people believe in Christian. So they believe “ Sun” is the symbol of the Christ Jesus. As a result, people maintain an adorable mentality to the “ Sun” . And such a cultural mentality reflects the trademark’ s denomination.” [ 6]（ p2） The translation of the trademark is a special method of munication as an important tactic of marketing the products. The consumer can municate with the manufacturer in different times and different places by the trademark. As a kind of cultural carrier and the method of munication, the translation of trademark requires the translator must discern the differences between the original countries and the purpose countries. And the translator is also required to handle the deep cultural meaning through the phenomenon of external cultural. The culture feature of brand name The human and clime fact