Abstract：With the globalization of the economic development, the international trade has become a very critical power for promoting the economy development of the whole world and every country. The brand name is of economic symbol. It is a powerful tool for the enterprise to participate in the competition campaign in the international market, and it plays a decisive function in the sales of the products. It is of cultural symbol. The brand name itself includes plentiful cultural connotation. Therefore, the brand name translation involves not only cross-lingual communication, but also cross-cultural communication. When brand names are translated from English into Chinese or vice versa, an adequate and appropriate conversion of cultural meanings can not only accurately reflect the product’s quality but arouse the customer’s cultural association so as to create the expected advertising effect and help publicize that the particular culture.
Starting with the cross-culture translation, this research wants to present some problems ixisting between brand name translation and culture through focusing on the characteristics of brand name, the principals and skills of brand name translation and some successful or unsuccessful cases in brand name translation. Finally the research aims to probe the significance of an appropriate conversion of cultural meanings in translation and the economical benefits it may help bring about.
Key words: brand name; translation; culture; reflections
中文摘要：随着经济全球化的发展，国际贸易已成为促进世界经济和各国经济发展的重要动力。商标是一种经济符号，是企业参与国际市场竞争的有力武器。它对商品的销售起着决定性的作用。同时商标也是一种文化符号，它携带着丰富的文化信息，而且本身就具有文化印证。因此，商标翻译不仅是跨语言的交际，也是跨文化的交际。翻译过程中贴切得体的转化商标词内在的文化意义不仅可以准确地反应出产品的质量特征，同时也可引发消费者的文化联想，对商品的销售产生广告效应，起到推波助澜的促销作用和民族文化的宣传作用。
本文从跨文化翻译的角度出发，通过商标的特点，商标翻译的原则与技巧，成功或失败的译例，来说明翻译中要注意的语言和文化问题，最终探讨文化对商标翻译的经济影响和社会影响。
关键词: 商标;翻译;文化;影响
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