【導(dǎo)讀】部分,是企業(yè)參與國際競爭的有力武器。商標(biāo)的翻譯符合符號學(xué)的翻譯觀,是由解。碼到編碼的過程。但商標(biāo)翻譯不僅僅只是簡單的語言轉(zhuǎn)換，它是兩種文化的移植，如同一座橋梁，把東方與西方文化、企業(yè)、商品與消費者緊密相連。功的商標(biāo)譯名對開拓國際市場、創(chuàng)造企業(yè)財富起著不可忽視的作用。文化差異的商標(biāo)失譯例子。并就此簡要地歸納一些商標(biāo)翻譯中應(yīng)遵循的原則及擬。出一些避免文化沖突的商標(biāo)翻譯方法,包括音譯法、意譯法、音意結(jié)合法等。

　　

【正文】 ion. The Translation of Brand Names in Chinese and Western Cultures 10 Combined translation is often used where Chinese brand names have correspondences in English that have similar sounds and associative meanings so that the renderings can be more attractive and acceptable to the target audiences. For example, famous men dress trademark Goldlion, is translated “金獅 ” in paraphrase method, but the translator wanted to make goods more magnificently and meet people who eager to lucky and the pursuit of luxury, the word “gold” was reserved, but the word “l(fā)ion” used transliteration, then took them together have a wellknown trademark throughout China, “金利來 ”. Not only the magnificent style, and the meaning of good luck. Although it is not the same as the original intent, but its purpose, role and effect are the same. Take into account the most successful example is the Coca Ccla Translation, the translation of “可口可樂 ” with the original sound can reflects the characteristics of this product. In addition, the associative meaning of “可口可樂 ” is very good. Another is Nissan lipstick, English trademark Kiss Me, the literal translation is “吻我 ”, “親我 ”. This translation is difficult to be accept by people. So, someone use a homophonic method to translate it into the “奇士美 ”, which has many ments, the total opinion is not very satisfied, because it did not express the original lively and humorous meanings, and the bination of the same cultural background, but no one e up with a recognized translation. If we use conbined translation as “西施 ” and take “Me” homophonic translated as “美 ”, “西施美 ” should be easier to be accepted by the public. Other Methods What’s more, there are also other methods: Reduct sound method and Increase word method. The reduct sound method is that delete the long sound in the English brand name. English brand name translated into Chinese more easily using the word or words in the form of twosyllable line with the Chinese aesthetic habits and the development trend of the times。 words trademarks are mostly originated in the old traditional Chinese, such as “同仁堂 ”, “全聚德 ” and so on. Thus, it’s necessary to delete long sound in the English brand name. Such as McDonald39。s ， the old The Translation of Brand Names in Chinese and Western Cultures 11 transliteration of “麥克當(dāng)勞 ”, it should not sound catchy for “麥當(dāng)勞 ” . The increase word method, which is translate the main syllable and then add the modity characteristics or key word. In this way, it can highlight the product publicity and attract consumers. A principle of plus words is to add the word should mensurate with the original brand name on the meaning and tone. For example, Colgate translated as “高露潔 ”， “潔 ” reflects the clean function of the toothpaste. These methods is mostly take the positive word for the target and on the basis of original voice, use the beautiful language and easy to remember and to make consumers produce pleasure impression and good association. Conclusion To some extent, a brand name is more important than the product itself. For words in different cultures have different cultural connotations, which arouses different associations. So when doing international business, the translation of brand names will be the first task to many panies, especially those in developing countries like China.. A welltranslated brand name will be a most valuable linguistic asset to panies. Therefore, on the basis of understanding of product’s natural capacity, the translator must see the change of products on market clearly and try to figure out the feature of consumer’s mentality. 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