【正文】 An Intercultural Approach to the Study of Brand NamesAbstract : With the acceleration of the globalization,the international economic munication bees much more names not only transfer the information concerning modities,but also transfer the cultural information to the receivers in the target culture as cultural messenger,In the course of selling for the products,some brand names promote the selling,because these brand names are recognized by the foreign culture,arouse the same sympathy from the foreign consumers,While on the other hand,some brand names received passive feedbacks because theses heavy cultureloaded brande names have proved to result in “cultural shock” in foreign market. This thesis has studied the cultural connotation of brand names from the intercultural approach and revealed their reflectiong in various aspects such as social customs,religion,morality and so on. with the application of Nida’s“functional equivalence”and provide concrete techniques for the translation of brand names so as to provide some help to the translation of English and Chinese brand author points out that the translation of brand names in foreign market should gibe as much attention as possible to modity information and cultural information contained in original brand also be sure that the translation cannot arouse cultural confilict,arouse unfavorable association,thus result in the failure of the selling,So the designer and translator of brand names should try to avoid heavily cultureloaded brand names’appearing in the foreign market,since they are not easily accepted by the receivers,Key words: Brand names。Intercultural munication。Translation 從跨文化角度論商標(biāo)的翻譯摘 要 : 隨著全球化進(jìn)程的加速，國際經(jīng)濟(jì)交往的頻繁。商標(biāo)向異域消費(fèi)者傳遞了商品信息；同時(shí)，作為文化使者也向外族傳遞了本國的文化信息。在產(chǎn)品銷售的過程中，一些商標(biāo)名稱促進(jìn)了產(chǎn)品在國外市場的銷售，是因?yàn)檫@些商標(biāo)名稱得到了異域文化的認(rèn)可，引起了異域消費(fèi)者的共鳴；而另一方面，某些商標(biāo)名稱卻有消極的反饋，這是因?yàn)檫@些商標(biāo)名稱蘊(yùn)含的濃厚的源語文化特色在異域文化中產(chǎn)生了“文化休克”。本文從跨文化的角度研究了商標(biāo)的文化起源，商標(biāo)的文化蘊(yùn)涵，商標(biāo)名稱在風(fēng)俗習(xí)慣、宗教、道德規(guī)范、地域文化等各方面的反映。以奈達(dá)的“功能對等”理論為原則，運(yùn)用大量漢英牌名實(shí)例分析討論品牌名稱翻譯的具體方法提出在國外市場中的商標(biāo)詞匯的翻譯要盡量兼顧商標(biāo)名稱在源語中所蘊(yùn)含的商品信息和文化特色，更要注意商標(biāo)名稱是否會產(chǎn)生文化沖突，引起消極聯(lián)想，從而導(dǎo)致產(chǎn)品滯銷。關(guān)鍵詞：商標(biāo)名稱；跨文化交流；翻譯IntroductionBrand name is an essential part of is a name given by a producer to a certain product,by which it may be recongnied from among like products made by other producers,Along with the increasing international contact,brandnames have bee more and more important,They are the carrier of culture and the medium of transferring certain culture to the consumers,Therefore,a properly translated brand name is essential for apany to pete in the world brand name translation has ever een it has been drawing more and more attention from the translators because of the trend of economic globalization and rapid development of economy and with the increasing contact with foreign countries after China’s entry into WTO,more and more products together with their brand names have been pouring into China’s manufacturers bee aware of the importance of brand names for them to go into world market and cultivate foreign market to promote sales，which is basic to the success of as we know brand name is the bridge which connects manufacturers with ,properly translated brand name is vital for a pany’s entry into world market.Generally speaking,studies of brand names have been largely conducted in Western countries on the products which are branded in Westenr European studies have focused on the guidelines and criteria for developing effective brand example,John Murphy,a brand expert in Interbrand(global branding consultancy),has edited and published many guide books on Adrian Room has pubulished Dictionary of Trand Name Origins,which collects quite a lot fo famous brand branding professors at University of California at Berkeley have also contributed a lot to studies in this make theoretic analyses on brand naming in their works,such as Keller’s Strategic Brand Management and Aaker’s Strong Brands.However,though brand names are vital and brand name translation plays a critical role in establishing the international image of a pany and cultivating foreign markets,the translation of brand names failed to attract translators in China until around 1994,when really inprotand studies began to be conducted in this the past ten years,there are about thirty esays have been published in three leaing translation journals in China,namely Chinese translators’Joural,Chinese Science and Technology Translators’Journal,and Shanghai Science and Technology Translators’ than half of the precious studies have been dealing with the principles and methods of brand mae two essays have been dealing with the translation of brand names when used in different parts of about eight essays have touched upon the importance of culture in brand name Gende,Bao Huinan,Xiao Hui and Tao Yukang all agree tha culture plays an important role in brand name Kaijie stresses the improtance of an appropriate conversion of cultural meaning and Jiang Lei clearly puts forward the opinion that ignoring cultural differences can cause pragmatic failures in brand name Xiaoju also approaches brand name translation form the angle of cultural difference，considering ti crucially important to know the western customers’aesthetic conception and their reponse to the translated brand Lanju considers it’s necessary to take into considerration consumers’psychology,product nature，conciseness of translations and target culture in brand name finally,Liang Xiaodong is particularyly interested in the treat ment of national psychology in brand name of them concern that the examples of translated brand names rather than the theoretical ,these essays are mostly confined to one or several aspects and are for frome being as for the application of theories,two essays are unique in applying sociosematics to this there are still two other essays menting on the studies of brand name translation in China.All in all,this thesis widens the application scope of Nida’s theory and provides a reasona