摘要：随着全球经济的快速发展，不同文化之间的交流日益频繁，各国内外贸易面临新的机遇和挑战。商标翻译不仅仅是语言层面的转化与过渡，商标翻译中暗含的许多文化意象将直接影响到翻译质量的优劣。而商标翻译中最主要的障碍就是因语言、民族、环境等引起的文化认知差异。这些文化差异给商标翻译带来一定的难度。文章基于跨文化意识，探讨了商标翻译中的文化因素，并在此基础上，总结了跨文化商标应遵循的原则，最后提出了相应的翻译策略。

关键词：商标翻译；文化差异；文化影响因素；翻译原则；翻译策略

Contents

摘要

ABSTRACT

Acknowledgements

1 Introduction-1   

1.1 Resarch background-1

1.2 Significance of the Study-2

1.3 Main Structure of this Paper-2

2 Overview of Trademarks-2

2.1 Definition and Classification of Trademarks-2 

2.2 Functions of Trademarks-3

3.2.3 Distinguishing a product-3

3.2.3 Stimulating consumption-3

3.2.3 Providing information-4

3.2.3 Symbolizing Reputation-4

2.3 The Ideal Characteristics of trademarks-4

2.3.1 The ‘KISS’ principle-4

2.3.2 The novelty principle-4

2.3.3 The readability principle-4

3 Importance of Culture in Trademark Translation-5

3.1 Definition of culture-5

3.2 Culture differences and trademark translation-6

3.2.1 Differences caused by geographical environment-6

3.2.2 Differences caused by historical background-6

3.2.3 Differences caused by religion believes-6

3.2.3 Differences caused by customs and habits-6

3.3 The necessity for the cultural approach-7

4 Treatment of Culture Images in Trademark Translation-7

4.1Naturalization of cultural images-7

 4.2 Alienation of cultural images-8

4.3 Duplication of cultural images-8

4.4 Compensation of cultural images-9

4.5 Deletion of cultural images-9

4.6 Substitution of cultural images-11

4.7 Addition of cultural images-12

5. Conclusion-11

References-13