【正文】 畢業(yè)設(shè)計（論文）商標(biāo)在中西文化中的翻譯（The Translation of Brand Names in Chinese and Western Cultures） The Translation of Brand Names in Chinese and Western Cultures商標(biāo)在中西文化中的翻譯ContentsIntroduction1Significance of Brand Names1Definition of Brand Names1Functions of Brand Names2Informative Function2Unique Function2Symbolic Function3Cultural Diffenrences between Countries3Differences in the Ways of Thinking4Differences in Aesthetic Concepts and Values4Differences in Cultural Taboos5Principles of Brand Names Translation6 Beneficial Association6 Aesthetic6 Functional Equivalence7Methods of Brand Names Translation7 Transliteration Method8 Paraphrase Method9 Combined Translation9 Other Methods10Conclusion11Bibliography12The Translation of Brand Names in Chinese and Western CulturesAbstractThe brand name is a kind of special language symbol which is concentrated on significant feature of the product It is a core part of modity culture and a powerful weapon of the enterprises to participate in international petition Brand names translation is the same as the concept of semiotic translation a processing from decoded to the encoded But the brand names translation is not just a simple language conversion which is the transplantation of two cultures as a bridge between the East and West linking culture business and goods with consumers closely Therefore a successful translation of brand names play a significant role to open up international marketsto create corporate wealth This paper on the basis of a basic understanding of brand names highlights the emergence of the cultural differences phenomenon in the brand names translation and the failure translation examples ignoring cultural differencesThen briefly summarizes some principles should be followed in the brand names translation and lists some methods of brand names translation to avoid cultural conflict including transliteration paraphrase bined translation and so on Key words brand names translation cultural difference translation principle translation method商標(biāo)在中西文化中的翻譯摘要商標(biāo)是一種特殊的語言符號是商品顯著特征的濃縮 是商品文化的核心部分是企業(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(fèi)者緊密相連所以一個成功的商標(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本文在對商標(biāo)基本認(rèn)識的基礎(chǔ)之上 重點說明了商標(biāo)翻譯中常出現(xiàn)的文化差異現(xiàn)象及忽視文化差異的商標(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)合法等關(guān)鍵詞商標(biāo)翻譯文化差異翻譯原則翻譯方法IntroductionWith the highly developing of modity economy and international trade the translation of brand names bees increasingly important and influential in the economic life In a petitive market the brand name of a product is one of the key factors for a pany to achieve success It determines the image credit and economic power of a pany So to research the brand name is an urgent taskThe most important obstacle of the brand names translation is that the different languages will bring about cultural differences in different regions This difference reflected in the brand names translation through language translation making a certain degree of difficulty Therefore when translating the brand names we should be based on the sales trends and the psychological characteristics of consumersand proper use of pragmatics sociolinguistics cultural linguistics consumer psychology advertising and crosscultural munication and other principlesWhats moreit is not necessary to follow the true fluent equivalent and other principles but also take advantages of aesthetic language using flexible methods of translation so as to translate original oneand even more excellent than the original oneSignificance of Brand NamesDefinition of Brand NamesA brand is shown by a name a word a sign a symbol a design or a bination of them It is intended to identify the products or services of one seller or a group of sellers and to differentiate them from their petitors In other words the brand is treated as the symbol of the actual product It is a synthesis of all these elements physical aesthetic rational and emotional and cultural which is a perception created in the mind of consumers who ascribe beliefs and values to the product Brands are printed on the surfaces of the products packages and directions and hanged in public places Brands have the following three characteristicsFirst of all brand is a mark which is closely concerned with a certain product or service Brand being different from arts is used as a special mark in the field of the supplying and operating of products or services Second brand has the character of distinguishing one product or service from another and is different from a sign which shows the quantity and quality of the product or service Third brand has a particular feature it is easy to be read or understood by reading the word sign symbol design or the bination of themFunctions of Brand Names Translated brand name should be delightful to the eye pleasant to the ear easy to remember as well as be a perfect unity of sound form and meaning That is to arouse the same interest and psychological empathy of the target consumers stimulate their aesthetic enjoyment and consuming desire Toward the end the translators must serve as receptor of the message intended by the source sign a