中文摘要：等效翻译理论是追求译文传达给读者的效果应该等同于原文传达给读者的效果的理论。本文以商标名称作为分析材料，探讨了在应用等效翻译理论翻译商标名称时所遇到的文化差异问题，并说明文化差异问题对等效翻译程度和商标名称翻译效果的影响，试图通过等效理论指导下的归化和异化策略解决问题，进而在最大程度上实现商标的功能等效。本文的分析表明，只要能合理应用等效翻译理论，运用合适策略解决实际应用中遇到的文化差异问题，就可以在最大程度上实现商标译文和原商标的效果等效，这也将对促进消费和提高品牌国际市场竞争力产生重要意义。

关键词：等效理论；商标翻译；文化差异

Contents

中文摘要

Abstract

1. Introduction-1

2. The Problems in Trademark Translation by the Theory of Equivalence-2

2.1 The influence of cultural differences on the degree of equivalent translation-2

2.2 The influence of cultural differences on the effect of trademark translation-2

      2.2.1 The influence of different ways of thinking-3

      2.2.2The influence of different values-3

3. Methods to Solve the Impact of Cultural Differences -4

3.1 The domestication translation under the guidance of equivalence theory-4

      3.1.1The aplication of free translation-5

      3.1.2The application of homophonic method-6

3.2 The foreignization translation under the guidance of equivalence theory-7

      3.2.1The application of direct use method-7

      3.2.2 The application of literal translation-8

4. Conclusion-9

References-10

Acknowledgements-12