试谈文化差异与商标翻译_于亮

摘要：从英汉文化差异表现形式和商标翻译中的各种障碍两个方面可探讨商标的翻译，理解不同的文化差异有助于跨越英汉商标翻译中的种种障碍。

当英汉文化出现迥异时，释译和用目的语再创作是处理商标翻译的最佳途径。

文酷网关键词：文化差异；商标翻译；释译；创作伴随着经济的全球化和中国加入世贸组织，人们越来越多地意识到：在产品销售过程中，好的商标名称以及国际化的商标名称发挥着重要作用。

研究商标名称是一项必要而且紧迫的任务，商标的翻译也提升到一个新的高度。

商标翻译中最主要的障碍就是语言的不同，以及由于不同的地区、不同的语言、不同的背景所带来的文化的差异。

这种差异通过语言表现在商标的翻译与表述上，使得商标翻译具有一定的难度。

本文简要地归纳一些商标翻译中应遵循的规则，从而为得到更好的商标翻译而服务。

一、英汉文化差异语言与文化关系紧密，美国语言学家E．Sapir指出：“语言的存在不能脱离文化，不能脱离社会继承下来的各种做法和信念。

”虽然人类的共性是人类交际的基础，但在漫长的历史发展过程中，地域、民族、历史、文化和思维方式的差异形成了文化的异质性，不同的国家拥有不同的文化，不同的民族有着不同的思维方式和表达习惯，因而在语言表达方式及风格上就存在着各自的独有的特点。

英汉文化差异主要表现在以下几个方面。

本文来自织梦(一)同一事物产生不同的联想意义不同文化有时对同一事物的文化感情完全不同，产生的联想也大不相同，甚至相反。

比如，在中国人的传统观念中“凤凰”是一种吉祥的鸟，上海凤凰牌自行车的商标直译为Phoenix，在中国文化中凤凰象征祥瑞，给人“吉祥，高贵”的联想，而在西方文化中Phoenix意谓“再生”，以此为商标势必使人产生“死里逃生”的不良联想。

又如“芳芳”在中文中有着“香雅，美丽”之意，“芳芳”唇膏的译文采用汉语拼音“Fang—Fang”，恰好与英文中“fang”(蛇的毒牙)一词巧合，试问谁还敢买这种“毒牙”唇膏呢?所以说文化渊源不同，词语承载的文化含义也必然不同，同一事物在不同文化氛围中所引起的语义自然也不相同，在做此类翻译时要特别注意。

但 也 会带 来 隐藏 的 弊 着爱 情 。这 是 中国 人 表 达 爱意 的方 式 ． 而 西 方 人 则 喜 候 使 用 中 国拼 音 是恰 当 的做 法 ． 芳芳 ” （ Ｆ ａ ｎ ｇ Ｆ ａ ｎ ｇ — ｌ ｉ ｐ ｓ ｔ ｉ ｃ ｋ ｓ ） ， 在 中 欢直 接 运 用 ” ｋ ｉ ｓ ｓ ｍｅ ” （ 吻我 ） 、 ” Ｆ ｏ ｒ ｇ ｉ ｖ ｅ — ｍ ｅ — ｎ ｏ ｔ ” （ 勿 忘 端 。 例 如 中 国 品牌 “
一
难 度 。纵 观 当下 翻 译 研 究 文献 ． 对 于 商 标 翻译 并 未 给 各 个 领 域 。 不 同的 民族 有 着 不 同的 风 俗 习惯 中 国人 喜 欢 用 红 色 象 征 喜 庆 的 日子 ． 例 如婚 嫁 和 生 日 ． 中 国 品牌“ 红双喜” 就 贴 切 地体 现 了喜 庆 的气 氛 ． 但 是 在西 方 红 色 象征 着 鲜 血 和 战 争 ． 所 以“ 红双喜” 的 英 文 翻译
已被 西 方 国 家所 熟 知 ． 但 是 早 些 年 的西 方 国 家 根 本 不 清楚“ 龙” 为何物 ． 在 一 些 传统 神话 中类 似 龙 的动 物 甚 至是邪恶 的． 那 时 候 如 果将 ” Ｄ ｒ ａ ｇ ｏ ｎ ” 作 为 中 国商 品 的
品牌 名 称 出 口 ． 后果可想而知。
国则 注 重个 体 价 值 另 外 ． 中 国人 以 自 己民 族 的 悠 久
历 史 和 传统 为荣 ． 因 此任 何 与 中 国的 历 史 和 传 统 相关
联 的 中 国品 牌 都 被 国人 认 为 是 优 秀 的 、有 价 值 保 障 的． 而西 方人更侧 重于 未来和新潮 流 。以“ 老” 字 为
、
商 品 名 称 翻 译 中 的 文化 差 异 很 多 商 品名 称 的 内涵 在 中西 方 文化 中差 异 巨 大

从文化差异的角度谈汉语商标词的英译
崔传杏
【期刊名称】《知识文库》
【年(卷),期】2016(000)006
【摘要】<正>随着经济全球化的进一步加深,越来越多的中国商品开始走入国际市场。

众所周知,商品之间的竞争不仅是产品质量的竞争、服务的竞争,更是企业形象的竞争、品牌的竞争。

商标作为品牌的代表,是产品促销的关键因素,商标词的翻译在很大程度上决定着商品能否在国际市场上立足。

中西方有着各具特色的文化传统,这种文化差异影响着汉语商标词的英译。

一、中西方文化差异中西方由于历史的长期积淀,地理环境的不同,在社
【总页数】1页(P209-)
【作者】崔传杏
【作者单位】中国海洋大学
【正文语种】中文
【中图分类】H315.9
【相关文献】
1.从文化差异的角度看汉语颜色词的英译
2.从“意合”与“形合”的角度谈汉语“串句”的英译方法
3.从文化差异角度谈汉语商标的英译--以功能对等理论为指导
4.从构式角度谈对外汉语教材词汇的英译——以《标准汉语教程》为例
5.从文化角度谈带“玉”字汉语习语的英译
因版权原因，仅展示原文概要，查看原文内容请购买。

出 了商 标 翻 译 的 技 巧 。
从 整 体 运 用 中 探 寻 的 表 情 达 意 更 具 有 可 观 可 思 性 。例 如 ， 在 《 悲惨世 界 》 的 “ 酒 后 哲 学 ” 中 有 这 样 的原 文 ： Ｗｅ ｏ ｎ ｃ ｅ ｔ ａ ｌ ｋ ｅ ｄ ａ ｂ ｏ ｕ ｔ ａ ｓ ｅ ｎ ａ ｔ ｅ ， ｔ ｈ ａ ｔ ’ Ｓ ａ ｓ ｍａ ｒ ｔ ｄ ｅ ｃ ｉ ｓ ｉ ｏ ｎ ，
ｌ ｉ ｆ ｅ ｗａ ｙ，ｓ ｔ ｒ ａ ｉ ｇ ｈｔ ｆ ｏ ｒ ｗａ ｒ ｄ，ｆ ｏ ｒ ｌ ｉ ｆ ｅ ｃ ａ ｎ ｅ ｎ ｃ ｏｕ ｎ ｔ ｅ ｒ ｐｒ ｏ ｂｌ ｅ ｍｓ ， ｓ ｕｃ ｈ ａ ｓ ｃ ｏ ｎｓ ｃ ｉ ｅ ｎ ｃ ｅ ， ｐｏ ｌ ｉ ｔ ｉ ｃ ａ ｌ ｃ ａ ｍｐａ ｉ ｇ ｎ ｓ ， ｒ ｅ ａ ｓ ｏ ｎ ａ ｂｌ ｅ ，ｄ ｕ ｔ ｙ ｎｅ ｖｅ ｒ
的美 妙 之 感 。
Ｉ 文章编号】 １ ０ ０ ９ — ６ １ ６ ７ （ ２ ０ １ ３ ） １ １ － ０ ０ ４ ２ — ０ ２
商标 是信息 的载 体，许多商家 为 了使 自己的产 品能 在 他 国 热 销 ，在 商 标 翻 译 上 煞 费 苦 心 。而 文 化 因 素 是 商 标 翻译时 的首要 考虑因素 ，本 文通过分析 中西方文化 的 差 异来 探 讨 商 标 翻 译 的技 巧 。
【 关键词】 商 标 翻 译 ；文 化 差 异 ； 翻译 技 巧 【 中图分类号】 Ｈ ０ ５ ｈ ａ ｔ 。文 章 中提到 了伊 壁鸠 鲁 （ Ｅ ｐ ｉ ｃ ｕ ｒ ｅ ， 公 元 前 ３ ４ ｌ 一 ２ ７ ０ ） ，希腊唯物主 义哲学家 ，主张享乐 ；比戈 ・ 勒白 朗 （ Ｐ ｉ ｇ ａ ｕ ｌ ｔ Ｌ ｅ ｂ ｒ ｕ ｎ ） ， 十 八 世 纪 法 国色 情 小说 家 。 我 们 通 过 对 这 两 个 人 物 的 了解 ， 就 可 将 这 段 文 字 翻 译 为 ：我 们 曾经 谈 到 过 一 个 元 老 院 元 老 ，那 是 个 精 明果 断 的 人 ，一 生 行 事 ， 直 截 了当 ，对 于 人 生所 能遇 到 的难 题 ， 如 良心 、 信誓 、公道、天职之类 从不介怀 。 以整体来统领 翻译更 具 有 准 确 性 和 深度 。 ３ ． ３翻译批评对提 高学 生翻译 技巧具有指导价值 以反 复揣 摩来考量翻 译过程 ，并在其 中穿插 一定 的 指导运用 才更具有生命 力和价值 。在教学 中多从批判 的 思 维 来 考 虑 翻 译 ，不 仅 能 够 起 到 归 纳 总 结 作 用 ， 更 能 帮 助学生形成多样化的技巧。 以批评 的眼光来 审视 翻译运用 ，可 以帮 助学生逐步 养 成 对 译 文 翻 译 现 象 以及 翻 译 思潮 的 价 值 判 断 和 对 翻 译 活 动 的 最 终 成 果 的 鉴 别 意 识 。 学 生 通 过 不 断 反 思 ，可 以 避 免 成 为 只 是 按 照翻 译 技 巧 来 进 行 翻 译 。通 过 这 样 的 引 导 ，能够让学生在 总结 的过程 中学会反 思，不断提高翻 译 比较 和 运 用 技 巧 。 如 前 所 言 ，运 用 翻 译 批 评 理 论 能 够 在 吸 收 多 家 翻 译 技巧 运用的基础 上，帮助 学生 形成更为科 学合理 的学 习 策略和方法 ，有助于提 高学生 的英语语言表达运用能力 。 批评 理论的运用 更使得母语 与英语之 间的转化具有有机 融合 力 ，使 得 翻 译 更 符 合 作 者 的 表 达 原 旨 意 图 ，更 具有 深邃 的思想灵魂 ，更好地呈现作 品 “ 只可意会不可 言传 ”

中外品牌文化差异与翻译原则中外品牌文化差异与翻译原则品牌文化是品牌形象的重要组成部分，其包括品牌名称、标志、广告语、口号、产品特点、品质和服务等方面，这些元素贯穿于品牌的整个生命周期。

品牌文化是企业与市场交流和建立信任关系的基础，品牌文化的质量和翻译的准确性，对于企业的营销和品牌形象影响深远。

由于中外文化差异的存在，品牌文化的翻译面临许多挑战，本文将探讨中外品牌文化差异与翻译原则。

一、品牌名称翻译品牌名称是品牌形象的核心，是品牌最直接也最重要的表现形式。

品牌名称对消费者形成第一印象和信任度具有决策性影响。

中文翻译品牌名称应该符合品牌企图传递的含义和文化价值，让潜在消费者感觉亲切、易记并易于理解。

而外文翻译品牌名称则要考虑翻译成中文后是否与中文语境协调、是否忠诚传达原文中的品牌内涵以及是否简洁易记。

如卫龙和Lay’s （乐事薯片）之间的差异，前者在中文中含有“龙虾辣片”的意思，后者则有“欢乐”、“轻松”的意味。

二、品牌标志翻译品牌标志几乎可以代替品牌名称。

标志是品牌形象的视觉表现，是品牌影响力的核心。

对于中文翻译，品牌标志必须表达出品牌名称所意味的概念，并根据不同的文化背景做出相应的调整，这对于跨国企业的品牌来说尤为重要。

例如，可口可乐的中文标志采用了旧式中国红色和黄色作为底色，在传达可口可乐品牌不断追求“开心”的愿景的同时，更贴近了中国文化中对于中国红色和黄色的认知；而可口可乐的日本标志则采用了日本传统的开花机文化元素cherry blossom，将可口可乐品牌融合到了日本文化中。

三、广告语、口号翻译广告语和口号是品牌文化中重要的表现形式，翻译的准确性和传达的效果对品牌的营销与推广至关重要。

由于中外文化差异的存在，广告语和口号的翻译面临许多挑战。

例如，“Just do it”的中文翻译为“只管去做”，这样的翻译很难将英文原文中蕴含的“激情、动力和自信”的语气传达出来。

因此，更好的翻译可以是“勇往直前，有所作为”。

中西文化差异对商标名称翻译的影响摘要：中西文化差异对商标名称的翻译具有十分重要的作用。

一个成功的商标名称通常蕴含丰富的文化内涵。

在对商标名称进行翻译的过程中，认清文化间的差异会使商标译名更易得到目标顾客的认可，使商标译名真正成为连接产品和消费者之间的桥梁。

关键词：文化差异商标名称翻译1.引言很难想象一个不恰当的商标翻译会使一种产品在国际市场上滞销。

那就让我们来看看这个例子吧。

中国有一种名牌电池“白象牌”电池，当它最初以直译名“White Elephant”进入美国市场时，产品滞销几乎无人问津。

然而在改名为“Brown Lion”后，情况发生了巨大的转变由滞销变为畅销。

这是为什么呢？这是因为如果把“白象牌”直译为“White Elephant”，在英语国家“White Elephant”是指无用的给人带来负担的东西，那谁又会来买无用而又累赘的东西呢？但当用在西方人心中象征着强大、有力量的动物Lion来替代“白象”，译为“Brown Lion”后，情况就发生了改变。

这个例子使我们认识到一种商品在进入他国市场时，在以质量取胜的前提下，其商标名称翻译还应该考虑到新市场的异国文化，从而使企业和商品的形象更容易获得新市场潜在客户的认可和欢迎，并提高其市场占有率和销量[1]。

同样也让我们认识到了在商标名称的翻译中，文化因素始终是一个无法回避的问题。

因此，本文收集了英汉商标名称翻译中的一些实例来进行分析研究, 旨在探讨中西文化差异对商标名称翻译所产生的影响。

2.影响商标名称翻译的中西文化差异文化差异与商标翻译密不可分。

翻译不单是对语言进行解码的过程，更是跨文化交流的过程。

考虑文化因素对于进行有效的翻译非常必要。

Nida就指出，对于成功的翻译而言，双文化主义比双语言主义更为重要，因为词只有在特定的文化背景中才具有意义[2]。

商标名称翻译作为一种特殊的翻译形式，不仅仅是一种找出与源商标语言对等的目标语的表达方式，也是一种文化迁移的过程。

商标翻译中的文化差异及翻译原则作者：胡小礼，郭昌银来源：《中外企业家》 2016年第12期商标翻译中的文化差异及翻译原则胡小礼，郭昌银（江苏海事职业技术学院基础教学部，南京 211170）摘要：商标翻译的质量好坏对商品的推广和销售影响很大。

基于此，首先分析商标中需要注意的文化差异，继而探讨商标翻译中应遵循的原则，以期为相关的翻译工作提供借鉴。

关键词：商标翻译；文化差异；翻译原则中图分类号：H059 文献标志码：A 文章编号：1000-8772（2016）34-0253-02引言在当代社会，随着国际贸易的不断发展，商品之间的竞争既是产品质量上的竞争，又是企业形象和品牌商标的竞争。

商品的牌子就像人的名字一样，是商品的一种标识，并随着商品交换的扩大而声名远播。

读起来顺口、清脆、具有丰富信息量的商标品牌有助于建立企业的良好形象。

因此，在进行商标翻译的同时，译者应具有跨文化意识，并掌握一定的原则和方法。

1 商标翻译中的文化差异1.1 信奉的宗教不同西方国家很多人都信仰基督教，也随之产生了不同的宗教语言，例如God bless you.（上帝保佑你），而和中国人信奉的佛教相关的语言也很多，如“道高一尺，魔高一丈”“一花一世界，一叶一菩提”，“放下屠刀，立地成佛”，“不看僧面看佛面”等。

信奉不同宗教的民族有着不一样的忌讳。

要想产品顺利地进军国外市场，就必须在进行商标翻译的时候，注重信奉宗教的差异。

比如说在一个西方国家，中国生产的鞋子上的纹路由于与“真主阿拉”相像而激起了阿拉伯人民的愤怒。

1.2 语言文化不同作为一种特殊语言形式存在的商标，不仅被打上了深深的文化烙印，而且展现了一个民族乃至一个国家的文化涵养。

在进行商标翻译的过程中，如果忽略了中西文化差异的存在，那这个翻译必然是失败的。

例如中国的一款叫“五月花”的面纸，直接翻译成“Mayflower”，而在英文中它有多种释义，既可以指五月花号轮船，又可指五月花号公约。

Байду номын сангаас
商标翻译的 标准于文学翻译的 标准有一定的 相似之处， 这就是说依旧 要遵循“ 达， 的 信， 雅” 三原则， 但也不尽相同。 从语言学的角度出发， 我
们可以借鉴保尔?格雷斯的“ 合作原则” 。 3.1 数量与质量准则: 这意味着我们从商标里提供给消费者的信 息必须是充分的， 准确的信息。 因为存在着文化的差异， 有时会不可避 免的出现一些错误的翻译。 所以在着手开始翻译之前必须保证所传递 的信息是正确的。 例如， 很多人会将“ Walkman” 想当然的译为“ 走路的 人”这就是对商标的文化背景缺乏了解而造成的， ， 事先并未对要翻译 的产品做深人的了解。 3.2 方式原则: 要求译者在进行商标翻译时要尽力避免含糊不清 与歧义现象， 并且简洁有序。 如果违犯了这条准则， 作为翻译所要达到 的交际性目的自 然也不会实现。 例如， 美国的“ 福特” 汽车公司曾推出 一款名为“ Fiera” 低价位的新车， 原本预计会大受欢迎， 不料却在西班 牙遭到了冷遇， 因为“ Fiera” 在西班牙语中的意思是“ 丑陋的妇女” 。无
2 商标翻译与文化差异的关系
3.3 关联准则:在进行商标翻译时， 一定要保证商品与其名称之间 存在着一定的关联。 例如‘ `Revlon” 是一个著名的化妆品的品牌， 如果 简单的把它音译成“ 热福龙”消费者可能很难把它与所代表的很女性 ， 化的化妆品联系在一起， 但是当它被译为“ 露华浓” 人们会很快的 时， 联想到唐代诗人李白的“ 清平调” 中的“ 云想衣裳花想容， 春风拂槛露 华浓”在这里“ ， 露华浓” 是指清晨花朵上新鲜的露珠， 这就与这种化妆 品带给人们的清新和美好完美的结合在了一起， 堪称商标翻译的佳作
的共存性， 传递性， 和差异性与销售市场联系起来， 并努力将源语的特

文化视野461浅析商标翻译的文化差异与翻译技巧张才钰 江西传媒职业学院摘要：在翻译时我们要注意生活中汉语表达的方式，尽量使用合适的汉语词语来进行准确翻译，力争做到翻译语言符合翻译原则“信、达、雅”。

特别在进行商标翻译时，不仅应当注意翻译方法与技巧，还应深入研究中西方文化的差异，以免使自己的产品遭受不必要的经济损失。

关键词：商标翻译；差异；方法与技巧中图分类号：H315.9 文献识别码：A 文章编号：1001-828X(2019)036-0461-01商品在进行流通的过程中，为了便于宣传和辨别，商品包装一般会有中外两种标志，这样的话商标翻译就显得特别重要，它会直接影响消费者对商品的购买率，甚至影响到商品在市场上的竞争力。

所以在商标翻译时，不仅要注意翻译方法与技巧，还应加强对中西方文化差异的研究，避免让自己的商品遭受不必要的经济损失。

一、中西方文化差异１．　Ｐｅｔｒｅｌ（海燕）我们大家都学过前苏联作家高尔基的文章《海燕》，对其中不畏风暴、勇于冲出乌云和风浪的海燕都会赞叹不已。

而西方人对“petrel”并没有好的印象，认为海燕预示着灾难、麻烦，会带来黑暗、厄运；因此在西方国家用“petrel”作为商品的商标就不会赢得西方人的欢迎。

２．　Ｄｒａｇｏｎ（龙）在中国，人们认为他们是“龙的传人”，把“龙”看作是民族精神的化身，倍加崇拜；因此，在中国许多商品都带有“龙”字，如“金龙、飞龙”等等，而这些品牌一旦被翻译成"dragon"，就会令西方人害怕畏惧。

理由是在英语里“dragon”是一种凶恶、可怕的象征，它会给人带来厄运，是魔鬼的化身(the old dragon)，这也是“亚洲四小龙”被译成“Four Little Asian Tigers"的原因。

３．　Ｇｏａｔ在汉语中，“小山羊”是可爱、善良、温顺的动物，而在英语中“goat"含有“色狼、不正经的男人、坏人”等含义，试想如果用“Goat."作为一种自行车的商标投放到英国市场，能受到英国人的青睐吗？４．　Ｂａｔ在汉语中”蝙蝠”指的是能捕食蚊虫，对人类有益的一种小动物；另外，在汉语中，由于"蝠”与“福"同音，也预示着平安、吉祥、幸福；’因此，我们国家过春节时，年画上都会看到蝙蝠的形象。

文化差异下商标的中英文互译作者：张红来源：《校园英语·中旬》2014年第10期【摘要】商标是商品文化的核心部分，是企业参与国际竞争的有力武器。

本文通过分析商标自身的基本特点，从文化差异的角度，详细介绍了目前中英文商标翻译中存在的问题以及正确翻译的基本原则，最后提出了中英文商标翻译的几种方法。

【关键词】商标文化差异翻译【Abstract】Trademark is the core of cultural goods as well as the most powerful weapon in the international competition.This paper analyzes the fundamental characteristics of trademark and introduces the problems in two-way translation between Chinese and English and the basic principles of translation from cultural differences，thus suggests some methods to translate the chinese or English trademarks.【Keywords】trademark； cultural difference； translation一、引言随着全球经济一体化进程的加快，品牌已经成为各国之间竞争的最主要手段。

商标是用来区别某一工业或商业企业的商品的标志。

美国著名的经济学家Richard Hise T.曾说：“商标是一个名称、词语、标志、设计或者是上述的结合体；商标标明了商品的制造者和销售者，使一种商品区别与市场上制造和销售的其他商品。

”商标不仅是商品的“身份证”，更是商品质量的象征。

任何企业要想在全球竞争激烈的市场中分得一杯羹，好的商标无疑是必不可少的。

文化差异与商标翻译的语用失误Ξ蒋　磊(河南商业高等专科学校　郑州市　450052)摘　要　商标是商品的标记。

商标词语是当今语言使用中发展变化最快、最突出的社会用语,它通过多种渠道直接影响人们的日常生活,随着社会的发展和经济的繁荣其影响会日益扩大。

商标翻译作为直接为经济服务的手段,是社会语用学研究的一个重要课题。

本文拟从商标的语言文化特征,商标的语用意义与语用翻译失误,商标翻译的语用策略三个方面,探讨商标翻译的社会语用问题。

关键词　社会语用　文化差异　商标翻译　语用失误　语用策略Abstract　As an applied language,trademark is developing rapidly.It has direct effects on people’s daily life in many aspects and with the social progress and economic development the effects will become even stronger. Being a tool serving economy,the translation of trademark is a very important research problem in societal-pragmatics.This paper mainly discusses cultural differences and pragmatic failures in trademark translation, including cultural features of trademark,pragmatic meaning and pragmatic failures in trademark translation and pragmatic strategies of trademark translation.K ey w ords　societal-pragmatics　cultural differences　trademark translation　pragmatic failures　prag2 matic strategies 社会语用是语言对社会的真实写照,具有鲜明的时代特色。

、
文 化 思 维 对 出 口 商标 翻 译 的 影 响
地 ” 的意 思 。西 方 人 很 多人 都 信基 督 教 ，他们 在 生 日宴 会 或 其 它 场 合 吃 这 种 蛋 糕 应 该 是 “ ” 味 意 深 长 。 然 而 ，有 一 些 商 标 的 译 者 并 没 有 意 识 到 东 西
方 文 化 思 维 上 的 这 种 差 别 ，所 以他 们 的 翻译 往 往 是 失 败 的 。 例 如 在 中 国 ， Ｅ ｓ Ｗ ｉｄ （ 风 ） 牌 农 机 ａｔ ｎ 东 产 品 对 于 大 家 来 说 并 不 陌 生 ，在 国 内 可 谓 畅 销 。然
以 中 国 为 代 表 的 东 方 民 族 惯 予 采 用 综 合 法 ，这 是 源 于东 方 民 族 的 哲 学 思 想 ，中 国 传 统 哲 学 孜 孜 追 求 的 是 人 与 人 、 人 与 自然 的 和谐 ，把 天 、地 、人 视 为 一 个 统 一 的 整 体 ， 以 “ 与 天 地 万 物 为 一 体 ” 人 ， “ 人 合 一 ” 为 最 高 境 界 ，对 事 物 不 甚 讲 究 分 析 。 天 “ 地 虽 大 ，其 化 均 也 ；万 物 虽 多 ， 其 治 一 也 ” 天 （《 子 ・ 地 篇 》） 致 使 汉 民族 的思 维 方 式 表 现 出 庄 天 惯 于从 总 体 上 观 察 事 物 的 特 征 ，从 全 局 观 点 进 行 综 合研究 。而西方人 惯 于 “ 一 到多” 的思维 方式 ， 由 西 方 人 的思 维 模 式 则 注 重 逻 辑 和 分 析 。 因此 ，在 语 言 的表 达 上 ，东 方 文 化 多 趋 向 于 由表 层 语 言 形 式 表 达 多 层 意 义 的 综 合 ， 而 西 方 人 则 青 睐 语 言 表 达 一 目 了然 ，清 楚 明 了 。 例 如 ： 我 国 有 一 种 酒 叫 “ 杜ｇ ｕ ｎ ，但 这 对 于 西 方 人 来 说 ， 只 是 字 母 的 组 合 ， 不 产 生 任 何 联 想 。 中 国 人 看 到 “ 康 ” 商 标 ，会 联 想 到 酒 的 发 明 人 杜 康 ， 杜 再 联 想 到 这 种 好 酒 。如 何 使 西 方 人 也 产 生 类 似 的 联 想 呢 ？ 是 否 可 译 为 Ｄ ｇ — Ｃ ｉｅｅ Ｂａ ｃ ｕ ｕ — ｈｎ ｓ ｃ ｈ ｓ （ 国酒 神 ） Ｂ ｃ ｈ ｓ是 希 腊 神 话 中 酒 神 的 名 字 ， 中 。 ａｃ ｕ 它 易 使 西 方 人 联 想 起 美 酒 。 这 样 ， “ 康 ” 一 词 欲 杜 引 起 的 暗 示 作 用 — — 好 酒 ，就 由 商 标 的 注 释

浅谈文化与商标翻译的技巧发布时间：2022-04-28T15:41:16.178Z 来源：《中国教师》2022年1月第1期作者：肖殿峰[导读] 商标是商品形象的代表，品质的象征。

商标翻译则在商品进军国际市场时显得尤为重要肖殿峰山东科技大学【摘要】商标是商品形象的代表，品质的象征。

商标翻译则在商品进军国际市场时显得尤为重要，译者不仅要精通两种不同的语言，同时也必须熟悉两种不同文化，从而有效地传达出商标所蕴含的信息，促进商品的销售。

本文着重分析了文化在不同的商标翻译法中所起的作用。

关键词商标文化商标翻译商标,亦称作“品牌”或“牌子”，是商品识别的标记，是商品形象的代表，品质的保证。

一个设计巧妙的商标名称，会带来极大的品牌效应，能有效地宜传该商品。

而随着经济全球化程度的不断加深，商标进入国际市场的机会不断增多，商标的翻译也越来越受到重视。

在翻译商标名称时，不仅要了解该商品及企业情况，还要挖其内涵，用更准确的语言进行诠释；与此同时，各国各地区的文化差异也必须给予充分考虑。

下面来看看文化，主要是中国文化对几种主要的商标翻译方法的影响。

1 育译法由于商标名称的翻译是在两种语言之间进行，字词的读音无疑给了译者最基本的信息，因此，出现了一种最基本的翻译方法—音译法。

谈到Rolls-Royce，人们首先会感受到来自商标名称的音韵美，接着会想到该轿车的高品质与高贵。

根据读音将其译成“劳斯菜斯”，首先传承了音韵美的特点，而这四个字的典型的非中国式的搭配使其极具异国特色，更显其高贵品质，与众不同。

类似的还有Rossini(罗西尼)、Sony(索尼)、Philips(飞利浦）、Adidas(阿迪达斯)等。

用音译法翻译的商标名称通常都是世界知名的品牌，否则，消费者将难以仅从译名就了解商品的用途及特点。

而译者在考虑读音相似时，几乎不会受到文化差异的影响，只要注意字、词的选用能够达到音美、形美即可。

因为相似的读音已经使消费者了解了商品，无需其它辅助信息。

Cultural Differences in Chinese-English Brand Name’s Translation一、课题(论文)提纲二、内容摘要三、参考文献Cultural Differences in Chinese-English Brand Name’sTranslationAbstract：English and Chinese are two of the major languages in the world, reflecting two main cultures. It is well-known that language is a part of culture and is the carrier of culture as well. Language and culture cannot be separated from each other. Language would be meaningless without culture and the development of culture would be restricted by language. At the same time, translation is not only the bridge between different languages, but also the inter-cultural communication between different cultures. However, translators often encounter some barriers which are caused by cultural differences in the process of cross-cultural translating. This thesis attempts to explore the cultural differences and the cultural impact on brand name’s translation between Chinese and the Western countries through analyzing the characteristics of brand name’s translation. At the same time, the author gives more attention tothe main factors of cultural differences: cultural vacancy and cultural clash. Furthermore, the author analyzes the great influence of cultural factors in the process of brand name’s translation. When translating, translators should adopt some proper and useful strategies to avoid the barriers caused by different cultural backgrounds.Keywords：language; cultural differences; cultural vacancy; cultural clash; brand name’s translationIntroductionAs the increase of international communication, the exported products have become one of the important windows to show the national culture to the ot her countries in recent. However, brand name’s translation involves language and culture, it as a very important cultural communication way, the brand name’s translation is closely related to cultural factors. However, during the process of translation, translators always encounter some difficulties caused by cultural differences. For instance, the translators can not find the equivalents in the target culture, or the translators often encounter some barriers that the connotative meanings of quite a lot of words in source language are in conflict with the connotative meanings of their equivalent words in target language.Then, the aim of this thesis is to probe the differences between the two cultures according to quite a lot of examples of brand name’s trans lation.Cultural vacancy and cultural clash often lead to a lot of difficulties in theprocess of brand name’s translation. And if translators can not deal with the difficulties caused by cultural differences, the consumers in the target market often misunderstand the connotative meanings of the brand names. On the contrary, effective brand name’s translation can help people from the entire world to intercommunicate freely. At the same time, brand name’s translation can make our culture richer and more vivi d, so good brand name’s translation plays an important role in introducing cultural information between two different cultures. In order to find whether the brand names at present market are translated properly or not, this thesis makes a systematic research on cultural differences in brand name’s translation. The study can improve the future intercultural translation into a higher level.Generally speaking, Chinese culture is greatly different from English culture. Due to striking differences between Chinese culture and English culture, barriers often occur in brand name’s translation. This thesis is to study cultural differences in brand name’s translation between China and the Western countries in order to make people realize the important role of culture and help translators to obtain successful brand name’s translation.The developments of the thesis are as follows: first is an introduction to the thesis. After introduction, the first chapter analyzes the close relationship among culture, language and br and name’s translation. Language is shaped by culture, and language carriers culture, spreads culture and helps to develop culture. And culture is learned by language. Language and culture are dependenton each other. The second chapter analyzes the cultural differences between Chinese culture and the Western culture which include cultural vacancy and cultural clash. The third chapter explores the impact of cultural differences on brand name’s translation, which includes different value systems, different customs and habits, and different customer psychology. The fourth chapter is a problem-solving section, which explores the practices of brand name’s translation. Last is conclusion. From the analysis of previous chapters, it emphasizes again that brand name’s translation is a kind of cross-cultural communication. Owing to the close relation between culture and translation, it is impossible to study brand name’s translation without culture.Ⅰ. the Relationship among Language, Culture and Brand Name’s Translation1.1 Literature ReviewAs international trade expanded, the effects of culture are becoming more and more important. Chinese culture and English culture belong to two different systems. This thesis gives more attention to cultural vacancy. The definition of “vacancy” was first proposed by American linguist Charks Hockett in 1950s.He used “random holes in patterns” to describe the language phenomenon when contrasting grammatical patterns of two languages.In China, there exist two main definitions a bout “cultural vacancy”: Wang Bingqin (1995:110) remarks that “vacancy” refers to the cultural vacancy resulting from unintelligible things in SL that will be easily misunderstood at allby target culture receptors. Pan Huixiaand Li Hui(2000:74-77)give this definition that “vacancy” refers to the unique phenomenon of language and culture which is specific to a nation while does not exist in another culture.Although these definitions are expressed in different words, they reflect one fact that cultural vacancy refers to the linguistic and cultural facts which exist in one national culture but default in another due to cultural differences.The author divides the cultural vacancy into two aspects: lexical gap and semantic gap. Since lexical gap is closely related to language and culture, it is basically manifested at the word level and more specifically, to the denotation and connotation of a word between two languages. When mentioning lexical gaps, Professor Lin Dajin uses the term of “Psychological-associate d meaning” in Intercultural Communication Studies(1996:185-188)to distinguish the following five types: total absence of psychological association, the same denotation but different connotations, the same denotation but absent connotations, the same connotation but different denotations, different denotations and different connotations. Semantic gaps resulted from the non-equivalents are manifested in the denotation and the connotation of the words. Some words have less or more connotations in English than in Chinese, or, some words in both languages appear to refer to the same thing on the surface, but actually refer to quite different things. Since the “cultural turn” in the 1990’s, translation concerns not only the transferring between languages, but also the transferring between cultures. The main difficulties in translation comefrom the fact that some words in source language can’t always have their equivalent words in target language. So, during the process of translating, the problem how to deal with the cultural differences is a meaningful task for our study.In terms of translation principles, Bao Huinanstudies C-E brand name’s translation from the perspectives of language and culture. He advances this principle: translators must respect the national psychology and grasp the associative meaning. The chosen words should be simple, brief, and catchy (Bao Huinan, 2001:274-287). Bao Huinan (2001:274-287) agrees that culture plays an important role in brand name’s translation, stresses the importance of an appropriate conversation of cultural meaning and clearly puts forward the opinion that ignoring cultural differences may cause pragmatic failures in brand name’s translation.According to the studies of other scholars, the author attempts to discuss cultural differences in C-E brand name’s translation.1.2 Language and CultureLanguage is a social phenomenon which satisfies human beings’ needs to express culture and create culture. The basic distinction between human beings and animals is that human beings have the ability to make use of language. Language is the central part of people’s social activity. Without language, the literature, sciences and economical systems can not exist. Bloch andTrager (1942:5) have a definition of language that a language is a system of arbitraryvocal symbols used for human beings. And Samovar(2000:120)noted that “A language is a part of a culture and a culture is a part of a language; the two are intricately interwoven so that one cannot separate two without losing the signi ficance of either language or culture.”Culture is a very complex concept. It is the product of the people through their creation work and it plays a significant role in people’s life. It is a system in which people share beliefs, values, customs and behaviors. Many definitions about culture have been given from different fields. The most important definition of culture was given by Edward Tylor,a British scholar in 1871. This definition was widely accepted over a hundred years ago. In the book Primitive Cu lture, he defined culture as “a complex whole which includes knowledge, beliefs, art, morals, law, custom, and any other capabilities and habits acquired by individuals as members of a society(Tylor,1871:36).The fact is that language and culture are closely related to each other and the two factors cannot be separated at any time. And it is generally agreed that it is because of the existing of language, culture can be transmitted from generation to generation through leaning. Therefore, if people want to learn a language, they must know well about the culture, and if people want to know the culture, they must study the language. On the other hand, any change in a culture often embodies corresponding change in its language, and gives rise to new brand names. For instance, when Chinese people are influenced by the Western culture and accept it, some new words in Chinese language appear.Many Chinese words are from the Western religious culture, economical culture and so on. For example, the brand name“奔驰”is t ranslated from the brand name“Benz”.At the same time, it is easy for people to notice this phenomenon that as more and more new brand names appear in Chinese market, language has developed. So, if people are eager to understand a language, they must know well about the culture and the customs of the culture in which the language is spoken. It is very quite reasonable to say that learning a language is to learn the culture and leaning a culture is to lean the language. Therefore, it is very accurate for Nida(2002:146) to conclude that “language and culture often combine in a kind of symbiosis.” Chinese culture and English culture are different. Owing to the differences in the social environment, history, religion and region, cultural differences will be embod ied in language. Take “regional cultural differences” as an example. China is a country based on agriculture, and the majority of the people make a living by farming. So, there are many words and expressions which are related to“牛”, such as, the brand name“红牛”.However, most Westerners do not like to use the word “bull”as the brand name. It is the reason that“牛”has different cultural meanings in the minds of the Westerners because of the different regional cultures. Cultures differ from one another, and each culture is unique. As cultures are diverse, so are languages.1.3 Culture and Brand Name’s TranslationIt is common to assume that cultures differ from each other and eachculture is unique. Nevertheless, in the age of globalization, cultural boundaries are blurred. Translation leads to exchange of cultures between the Chinese culture and the Western culture. From the relationship between language and culture, it is obvious that translation is not only the process of transferring the source language into the target language, but also the process of a mutual communication and exchange of the two different cultures. The main purpose and characteristic of translation are to exchange ideas and cultures. Translation can also be called a “cultural translation”, b ecause culture factor is taken into consideration.The differences between the source culture and the target culture are the main headaches for translators or theorists to bridge the cultural gap. The translation case of“White Elephant”(translated from the Chinese brand name“白象”) is a typical example to indicate the mistranslation between different cultures. Then, translators should be sensitive to cultural differences.Culture is of great importance in brand naming, for the main usage of a brand name is t o attract consumers to purchase, or satisfy the consumers’ needs.A successful brand name will bring benefits to the producers. Today, translators not only face the consumers from the same cultural background, but also consider the needs of consumers from different cultural backgrounds. It is impossible for all consumers from different cultural backgrounds to accept the cultural information which is loaded in brand names. On the other hand, culture is transmitted through brands. Brands, as an important carrier of culturalinformation, indirectly or directly show or influence the cultural meanings of their own nation. Brand name’s translation is regarded as a kind of cross-communication between different cultures.2. Two Aspects of Cultural Differences in Brand Name’s TranslationOwing to the close relationship between culture and language, brand name’s translation is closely related to culture. However, the striking different cultures often bring a lot of difficul ties in the process of brand name’s translation. So, cultural differences are the inevitable problems that translators must consider. To a large extent, cultural differences in brand name’s translation mainly include cultural vacancy and cultural clash.2.1 Cultural VacancyOwing to cultural differences in historical backgrounds, religious beliefs, social culture, value systems, customs and habits, many expressions in source language have no their own equivalents in target language. This phenomenon has brought great barriers in the process of brand name translating. One of them is about “cultural vacancy” which is the main barrier in our cross-cultural translating. Cultural peculiarity is the main factor leading to cultural vacancy, which is the basic exampl e of cultural differences. The definition of “vacancy” was first proposed by American linguist Charks Hockett in 1950s.He used “random holes in patterns” to describe the language phenomenon when contrasting grammatical patterns of two languages.In China, there exist two main definitions about “cultural vacancy” byWang Bingqin(1995:110), “vacancy” refers to the cultural vacancy resulting from unintelligible things in SL that will be easily misunderstood at all by target culture receptors. Pan Huixia and Li hui point out that “The unique phenomenon of language and culture which is specific to a nation while does not exist in another culture”(潘惠霞，李辉,2000:74-77).It is easy for people having the same cultural background to understand the omitted part, but it is very difficult for people from different cultural backgrounds to understand the cultural connotations entailed in brand names. For example,“红豆”in Chinese culture is a symbol for love and missing. But “red bean” in English culture is just for a bowl of red bean stew in a story. Another example is about vocabulary vacancy between the Chinese language and the Western language in brand name’s translation. The following brand names have no equivalents in the Western language, such as“王老吉”(drink)and“稻花香”(alcohol). In this thesis, the author mainly studies cultural vacancy from the following aspects: lexical gap and semantic gap.2.1.1 Lexical GapOwing to the close relationship between culture and language, cultural differences naturally lead to the differences in the aspect of lexicon. China has a long history about 5000 years. And some words which are related to the Chinese long history have rich cultural information. However, most words have no equivalents in the Western language. Therefore, these words cannot be literally translated into the English language. But, as people have strong feelings aboutthese words, these brand names can arouse a good impression on Chinese consumers, such as, “同仁堂”,“王麻子”(scissors),“王老吉”(tea),and so on. Lexical gap may be a major barrier in intercultural communication, and this thesis divides lexical gaps into two main aspects: non-equivalent concept and non-equivalent expression.Non-equivalent concept refers to the fact that a concept which exists in source language is absent in target language. This expression conveys the idea that a term in English or Chinese does not have an equivalent in the other language. In traditional Chinese culture, many words which denote special cultural information have no equivalents in Western cultur e. For example,“淑女屋”(clothing)---(from Shi Jing《诗·周南·关》---窈窕淑女，君子好求),“嫦娥”(moon cake)---(from a mythology--嫦娥奔月),“长城”(electric appliance)---(a symbol of China)are all bestowed with positive culture images. Besides,“粽子”is a very famous traditional food in Ch ina, but there does not exist equivalent of the word“粽子”in the Western language. On the other hand, some English words reflecting the Western culture may be difficult for Chinese people to understand their meanings, as no equivalent lexical words are avail able in the Chinese language. For example, “Jetta” is the brand name for car. Its Chinese name is“捷达”,which means convenient and swift reaching.“Mcdonald”is translated into“麦当劳”,which is a kind of fast food. Apart from these, there exist many examples about non-equivalent concept between English-Chinese brand name’s translation, such as Golf（高尔夫），Hamburger(汉堡包)，“Giordano”（左丹奴）,“Coca-cola(可口可乐）,and“Pizza”(比萨).Non-equivalent expression indicates the fact that the expression of an existing concept is absent. Some word is easy to grasp the meaning of the expression, but it is difficult to translate it into Chinese. This phenomenon occurs in Chinese-English brand name’s translation. For example, in Chinese traditional culture, the term“状元”symbolizes a person who is the best in a national test. Before the emergence of the expression“状元”,we believe that there also exist some words in the Western language which have the same meaning as the word“状元”,such as the words“Champion”and“Number One Scholar”,whereas in the We stern language, there has no word to name these. New expression always enters with a new name, but it really takes time for the natives to get familiar with the new term.2.1.2 Semantic GapIn the 1970s, British linguist Geoffrey Leech published his book Semantics which put the study of meaning in an entire social and cultural framework. He recognized the importance of cultural circumstances in language use and brought semantics into closest contact with people’s cultural life. Due to the close relationship between culture and language, cultural vacancy is the root of semantic gaps. Some words in the source language have no cultural equivalents in the target language. This phenomenon is called semantic gap. In this thesis, semantic gaps between Chinese and English are divided into twogroups: the same denotation, but the different connotations and the same denotation, but the absent connotations.Since human beings contact with animals and plants frequently, we can notice that a lot of names of animals and plants are used in Chinese and English brand names. However, because of different cultures, the connotations of animal words in one language do not necessarily coincide with those in another. The cultural images of animals have many differences in different countries, which affect translation. According to the Bible, “sheep” refers to the kindhearted person. On the contrary,“goat” is compared to the malicious person. Even lamb has its special religious connotation, which is the image of Jesus who suffered a l ot for people. While in the Chinese language, these animal words don’t have such religious meanings. And“羊”(yang)is similar to“祥”(xiang)in pronunciation, so“祥”in the Chinese language indicates good luck. In addition,“玫瑰”and“rose”symbolize“love”in both Chin ese culture and the Western culture, the connotative meanings are different in other aspect. In English culture, the word “rose” used in a certain expression indicates the connotation of“silence” or “secret” ,such as, “under the rose”.So, we can conclude that the non-equivalent in meanings shows this fact that the cultural gap between the Chinese language and the English language exists. During the process of inter-communication of brand names between two cultures, it is inevitable to avoid the cultural gap.2.2 Cultural Clash in Brand Name’s TranslationOwing to the different historical and social development China and English-speaking countries, culture is always nation-specific. So, cultural clashes are inevitable problems which translators have to face. Since language is the carrier of culture, the clashes between Chinese culture and the Western culture are reflected by the clashes between the two different languages:the conflicting denotations, or the conflicting connotations and the same denotation, but conflicting connotations.Because of the differences between the Chinese culture and English culture, people have different value systems and different beliefs. For the same word, people in different cultures may have different associative meanings. Conflict of word meaning is often caused by the abundant cultural connotations of words. For example, in Chinese culture,“白象”is a brand name of batteries. The word“白象”will gives people the feelings of“clean”and“lovely animal”.When“白象”is used to be the brand na me, it was soon accepted by most people. However, in the English culture, “white elephant” symbolizes something useless. If it is translated into“白象”literally, it is certain that the consumers in the English-speaking countries will not be fond of it.As the Chinese culture and English culture belong to two different systems, the associative information of brand names is sometimes contrary to each other. Take the word “dragon” as a typical example. In the minds of Chinese people, “dragon” indicates good luck and fortune in future and symbolizes power. “龙”is even a symbol of China and Chinese people are calledthe “descendants of the Dragon”. It is easy for us to find many expressions related to the word“龙”,such as“真龙天子”,“望子成龙”,“龙腾虎跃”and“生龙活虎”.While in English-speaking countries,“dragon”is regarded as a threatening animal. In the Bible, Satan Devil is compared to “the great dragon”, while those who have killed dragons are called heroes. And the idiom “to show dragon’s teeth” means “to sow the seed of misfortunes”.3.Cultural Impact on Brand Name’s Translation3.1 Different Value SystemsValues are a learned organization of rules for making choices and for resolving conflicts. “These rules teach us what is useful, good, right, wrong, what to strive for, how to li ve our life, and even what to die for” (Samovar, Porter & Stefani,2000:60).In other words, the value system includes people’s opinions about the world, people’s beliefs and so on. In one word, the value system is playing a basic role in deciding people’s b ehaviors and thoughts. Thus, the value system of culture is a very important factor affecting brand name’s translation, for different nations have different behavioral standards.Since individualism is regarded as an important factor of value systems in Western culture, individualism plays a basic role in the establishment of relationship among human beings. Even the Bible carries examples of individualism.The author takes some brand names as examples to prove this phenomenon. Producers support many products or services for consumers topurchase freely, such as“classic Coke”, “King Coke”, and “Diet Coke” .Apart from these, individuals hope to get great achievements, and then they will be thought as the important valuable persons. To meet this value of consumers, there exist many brand names, such as “Pilot”,“Commander” ,and “Hp”.However, individualism is not the driving force in all cultures. The Chinese equivalent of“individualism”is“个人主义”，which is，on the contrary, a negative concept. According to《现代汉语字典》(The Contemporary Chinese Dictionary)，“个人主义”has the following explanation:“一切从个人出发，把个人利益放在集体利益之上,只顾自己,不顾别人的错误思想.”(吕叔湘、丁声树,1983:373).Chinese culture put emphasis on social relationships as opposed to Western culture emphasizing on individuals. Obviously, Chinese culture is greatly affected by the thoughts of Confucianism which guide Chinese people to do something properly.3.2 Different Consumer PsychologiesDifferent cultures shape different psychology reaction to the same object. So, same brand names bring about different results in English and Chinese consumer psychology. Consumers’ different cultural environments can in a great degree decide his psychological response to the connotative meanings of a brand name. For instance,“水仙花”(narcissus)in China is esteemed as the flower with such noble characteristics as being neat and graceful that many manufactures would like to adopt it in their brand names. In contrast, the Western consumers are likely to associate it with the images of beautiful youthor self love or excessive self-admiration because the word “narcissus” originates from Narcissus, who was a beautiful youth in Greek mythology. It was said that the beautiful youth fell in love with his reflection in water, died and was turned into a flower with his name. So it is the representative of excessive self-admiration. Now, we can imagine who will buy a product that is quite self-admired.A Chinese enterprise produces a type of toothpaste named“黑妹”,delivering the message that even a girl with black teet h can turn her teeth white if she uses the toothpaste. We can image what response the product would meet if it is translated as“Black Sister” ?It is not only the symbol of disaster but also an offense to the Blacks.Thus, it is highly important to know the psychology structure of the target customers and their psychological response in order to avoid target customers’ misunderstanding of the different psychological structure of the source culture.3.3Different Customs and HabitsIt is well-known that custom is the way of life in a community, and custom includes many aspects, which concerns all kinds of field of social life. Different nations have different customs and habits. People are inclined to purse good luck, which can be reflected in brand names. In China, people often use the numbers“六”,“九”,and“双”to express good luck. Besides, Chinese expression“红喜”refers to getting married, celebrating birthday, giving birthhappily. And the word “红”are frequently used to be brand names to arouse the feelings of happ iness and success on consumers. The brand names“红旗”（car）,“红双喜”(shoes),“红塔山”(cigarette),“红蜻蜓”(shoes)are commonly seen in Chinese market. Death is considered as white happiness, as white is frequently the color of mourning in China. Although weddings and funerals can be translated into Chinese“红白喜事”,cultural connotations are lost. If English speakers do not know much about Chinese culture, they can still understand the meaning of“红喜”with the aid of red-letter days, and they will be most surprised at the funer al referred to as“白喜”,which is peculiar to Chinese culture.Different customs and habits may also result in different cultural connotations. Chinese people have special feelings about some animals, especially“龙”.“龙”is the symbol of noble spirit of the nati on and the system of the ancestor or the king of the nation. At the same time, Chinese people take the dragon as the symbol of the Chinese five-thousand-year civilization. In their minds, the dragon will bring good luck to them. That is why Chinese consumers like to purchase the products named after“龙”，such as “金龙鱼”“龙牌”,“飞龙”,“红金龙”.While in English culture,“dragon”does not have this good reputation as it does in China. When the Westerners see the name, they will associate a fierce monster with it. So “dragon” is seldom used as brand name in the English-speaking countries.From the above analyses we can see that correct treatment of the。

中西文化差异与品牌翻译(全文) 【摘要】随着经济全球化的发展，越来越多的外国商品进入中国市场，中国的商品也不断涌入国际市场。

品牌作为企业形象战略中的重要组成部分，是商品进入他国市场的重要桥梁，因而品牌翻译的成功与否，成为该商品能否占领国际市场、顺利推行品牌战略的重要环节。

品牌的翻译不仅是语言翻译，更是文化交流。

本文分析了中西文化差异对品牌翻译的影响，提出品牌翻译的原则和方法。

【关键词】文化差异，品牌，翻译原则，翻译方法1.引言伴随着经济全球化的进程加速，世界各国之间的经济合作的领域在不断地扩大，中国与世界各国经济贸易的往来更加频繁。

商品品牌的翻译是一种文化交流，不仅涉及到语言、地域文化、消费心理和审美价值，而且涉及到语言学、心理学、经济学、营销学和消费心理学等多种学科知识。

实践证明，成功的品牌翻译会给公司带来巨大的经济效益；而不成功的翻译，不仅会给公司商品或国家声誉带来巨大的经济损失，还会损坏公司或国家的形象。

正如美国学者艾.里斯指出：“一个译名的好坏，在销售成绩上能有千百万美元的差异。

”商品品牌是语言文字和民族文化的统一体，因此，品牌的翻译不仅是一项两种不同语言的转化，而且应该从跨文化交际的角度出发，尊重商品所销国家和地区的文化、历史和风俗，把商品的特性和文化内涵准确地表现在另一种语言中，并被其中的社会成员所接受。

2.中西文化的历史渊源以研究西方文化较长的钱穆先生把世界文化分为游牧文化、商业文化和农耕文化。

游牧文化和商业文化有很多相似之处。

因此，他推导出中西文化之分主要是大陆农耕文化和城市商业文化。

2.1中国文化。

中华大地处于亚洲东部、太平洋西岸。

地理环境的主要特点包括广袤多态的地况、适宜农业的气候、土壤和半封闭的大陆等，这些地理特点对中国文化的形成和发展，起到了不可忽视的作用。

中国优越的自然地理环境为农业的发展提供了适宜的自然条件，为中华文化的延续奠定了持续发展的稳定的物质基础；另一方面，从某种意义上说也成为影响中国文化向外发展的动力。