【正文】 tValuesofBrand at the same time, they should also understand the target countries’ cultural traditions and the psychology of consumers。fromtothetoCountries’andofTranslator...................................17theseTranslation……………………………………….ReasonstoBadGoodbetweenIdiomtoFilledLackCasesSituationinofBrandBrand關(guān)鍵詞：標(biāo)譯名，商品出口，文化差異 ABSTRACTIn recent years, there are barriers and risks caused by international culture difference in export corporations of China. Now and again, there are cases that the sales of the export modity are blocked because of mistranslation of brand names. In this paper, through unsuccessful cases, the author wants to make the readers know that an unsuccessful translation to the brand may make the sales of products fall quickly. The basic reason that caused the different results is cultural difference, which really makes the translators have difficulty in translating the brand names. Then, how to surmount the barriers caused by cultural difference in brand translation bees an urgent task for the translators. Firstly, for the translators，the characteristics of the brand and modity should be taken into consideration。語言文化差異確實(shí)給中國(guó)譯者的翻譯工作帶來很大的難度,中國(guó)譯者任重道遠(yuǎn),怎樣超越語言文化差異進(jìn)行商標(biāo)翻譯工作成為一個(gè)不容忽視的問題。消除不良商標(biāo)翻譯的策略摘　要當(dāng)前,中國(guó)出口企業(yè)正面臨國(guó)際文化差異造成的傳播障礙與風(fēng)險(xiǎn),因商標(biāo)翻譯失誤影響商品出口的案例時(shí)有發(fā)生。針對(duì)這一問題,本文為商標(biāo)譯者提供一些翻譯策略:首先,應(yīng)深入了解所譯廣告及商品的特點(diǎn)；其次,應(yīng)了解廣告受眾國(guó)的文化傳統(tǒng)及消費(fèi)心理,了解翻譯時(shí)應(yīng)注意的禁忌。 secondly, the target countries’ cultures and the psychology of consumers are involved in translation of the brand names。Name………………………………………….…………...9NamingProfessionalBrandofofofwithBritishCulture……………………...13BadTranslation.......................144TranslationSolvefor…..16 Different Culture Values…………………………………………………..16 Different Psychological Structure...............................................................17 Different Region and Humanities Environments…………………………17 StrategiesDifficultiesKnowingtheCommodity......18 UnderstandingCulturetheBrandSolvethe what’s more, they should pay attention to the innovation and the standardization of the language. From the point of the export corporations, they should put more investment on the brand name’s translation. 2 Introductions to Brand NameIt is wellknown that the trademark of the modity just as human’s name, the word has had been usually referred when the manufacturers would like to build a new brand as the public praise. It would be an invisible property to the enterprises.NamingProfessionalinSituationCasesLackrdquoAs soon as English reader took a look, they couldn’t help have the feeling of terror in the heart. Because Fang is exactly an English word, one of the meanings is the dog’s long tooth, and the other is the snake’s poisontooth. Therefore, what the English readers imagined was not the young girl with the lipstick on, but actually the vicious dog or the poisonous snake that makes threatening gestures, just like the Chinese image of the “ghost”. Because of this failure in translation, the lipstick’s sale is probably not difficult to imagine.The scented soap “Mifeng” by the literal translation was “Bees”, which was supposed to be correspond pletely translation. But the English readers didn’t like this translation actually. Because on the body of the bees there is fabric thorns which can’t be seen clearly, so they believed that to scratch the modity in the body would make them feel unfortable. It is certain that this is another unsuccessful case of the corporation which wants to make their modity enter into the global market. The “Maxi” playing card which was transliterated into “Maxi puke” was also supposed to be totally fixed the translation skill and the principle. But the translator had not thought absolutely that this Chinese brand name happened to be two English words “Maxi” (very large or particularly) and “puke” (vomit)(賀川生：1997). The people who played the playing cards many are for entertainment without doubt, and the Chinese “Maxi” was also a very ideal name, but the English would be shrunk back at the sight of the translated name. Not only as it was not joyful for the human, instead had it made one feel disgusting. With such bad translation, how could you desire excessively that the translated name would bring you millions of benefits back?ImproprietyAmericanDifferenceandforStrategiesProblemsWhy a modity with the same brand bees popular in the native country but often meets with refusal in another country. There is an invisible reason es from the cultural difference in different nations. And, how to surmount the barriers caused by cultural difference in brand translation bees an urgent task.Brand the human sentiment is supreme: think much of morals, think little of the effect。theseTranslator The cultural and language difference in brand translation really adds a lot of difficulties to the translators. So, most translation experts think that the translation work should be done by the translators in target countries. As only the translators in target countries can know well of their cultural trend, stylish language and cultural root, it is more possible for them to translate the brand name which is favored by target people. It is a pity that Chinese are not generalized in most countries, and very few foreigners can understand the profound culture of China. So, the Chinese translators are taking on the arduous task of introduce the Chinese modity and culture abroad. The Chinese modities which want to enter into the global market must go along with good translated name. The following are some points for attention:ofandCountries’ the Italian and the Spanish like the rose, envy with the chrysanthemum。 some countries in North Africa consider the dog’s design as the taboo。StrategiesProblemAspectsTo the country, it should plete the policy of the related departments. The department which is in charge of the mercial management should formul