Abstract:This study aims to explore the cultural inequality in the translation of trademarks and its translation strategies. Cultural elements are the essential factors in the translation of trademarks. The paper first introduces the concept of cultural inequality and its forms in three ways: modes of thinking, aesthetics charm and culture connotation. And then the cultural inequality in trademark translation is analyzed based on the cultural characteristics of trademarks Finally the paper points out the three main translation principles in translating the cultural factors in trademarks , flexible equivalent translation of cultural information, thorough understanding of the cultural connotation, avoiding offending the cultural taboo of target market, and proposes four main translation methods: literal translation, transliteration, free translation and simple translation).
Key words: trademark translation; cultural inequality; translation strategies
CONTENTS
Abstract
中文摘要
1. Introduction
2. Concepts of Cultural Inequality and its Forms
2.1 Concept of Cultural Inequality
2.2 The Forms of Cultural Inequality
2.2.1 Different Ecological Culture
2.2.2 Different Material Culture
2.2.3 Different Social Culture
2.2.4 Different Religious Culture
2.2.5 Different Linguistic Culture
3. Cultural Inequality in Trademark Translation
3.1 Cultural Characteristics of Trademark
3.2 Main Manifestations of Cultural Inequality in Trademark Trasnlation
3.2.1 Different Modes of Thinking
3.2.2 Different Aesthetic Standard
3.2.3 Different Culture Connotation
4. Translation Strategies of Cultural Inequality in Trademark Translation
4.1 Translation Principles
4.1.1 Flexible Equivalent Translation of Cultural Information
4.1.2 Thorough Understanding of the Cultural Connotation
4.1.3 Avoiding Offending the Cultural Taboo of Target Market
4.2 Translation Methods
4.2.1 Literal Translation
4.2.2 Transliteration
4.2.3 Free Translation
4.2.4 Simple Translation
5. Conclusion
6. Bibliography
7. Acknowledgements
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