Abstract：Trademark is a specific linguistic symbol, a concentration of prominent feature of commodities, certain core values of commodity culture and the weapon that makes enterprises more competitive in the international trade competition. It is a symbol as well as a bait so that the final aim of the trademark is to attract the customers，create customers and sell the commodities. The translation of the trademarks conform to the view of semiology, which is a transplanting of two different cultures between the east and the west . Excellent ones createxgreat wealth while the bad ones will cause much loss. Therefore, the survival ofXenterprises is now closelyXrelated toXtrademark translation.

This paper aims to analyze the translation strategies in the process of trademark translation and then explores the cultural differences embodied in translation. The paper falls into six parts. Part one serves as the introduction. Part two is a brief introduction of trademark. Part three tries to analyze different translating strategies and Part four is an exploration to the cultural differences. Part five is a summary of the translating principles. The last part, part six is the conclusion. The study of the trademarkXtranslation can broadenXthe linguistic research, enrich the practical application in daily life, and deepen the study of cultural factors behind two languages.

Key words: Trademark，translating strategies，cultural differences

摘要：商标是一种在我们日常生活中经常能看见的特殊的语言符号，从商标中我们可以看出商品特点的种种浓缩，有的商品的商品文化的核心价值可以通过一个号的商标翻译来实现，同时也能吸引顾客，使得企业更富有竞争力。它既是一个商品的标志，也是一个在销售过程中商家所放出的诱饵，因此可见，商标的最终目的是吸引顾客、创造顾客并销售商品。我们翻译商标的这个过程从始至终遵守着符号学的观点，是移植东西方两种不同文化的过程。往往利益增长的公司都拥有一个好的商标翻译；反之，大部分的企业业绩都不怎么好看。由此可见，企业的生存与商标翻译密切相关。

本文旨在分析商标翻译过程中的翻译策略并探讨体现在翻译过程中的东西方文化差异。本文共分为六部分。第一部分是引言，第二部分对商标进行了简单介绍。第三部分是对商标翻译的不同策略进行分析而第四部分则探讨文化差异。第五部分是对翻译原则的总结。最后一部分，第六部分则是本文的结论。商标翻译的研究，可以拓宽我们对于语言学的研究，丰富语言在我们生活中的运用，更深层次地去了解语言背后的文化差异。

关键词：商标，翻译策略，文化差异

CONTENTS

Acknowledgements ii

Abstract iii

摘要 iii

1 Introduction 1

2. Brief Introduction to Trademark 2

2.1 The Significance of Trademark 2

2.2 The Function of Trademark 2

2.3 The Importance of Trademark 3

3. Methods of Trademark Translation 5

3.1 Transliteration 5

3.1.1 Pure transliteration 5

3.1.2 Homophonic translation 6

3.1.3 omission 6

3.2 Free translation 7

3.2.1 Pure free translation 7

3.2.2 Optional translation 7

3.2.3 Add and subtract 7

3.3 Combination of Transliteration and Free translation 8

3.3.1 Method of classic citation 8

3.3.2 Method of near-sound association 8

3.3.3 Method of near-sound transferring 9

4. Cultural Differences 10

4.1 Cultural values 10

4.2 Cultural psychology 11

4.3 Religion and Custom 12

5. The Basic Principles of Chinese and English Trademark Translation 14

5.1 Principle of context 14

5.2 Principle of meanings 14

5.3 Cultural taboos 15

6. Conclusion 15

Bibliography 16

1 Introduction

In today's fierceXmarket competition, more and more enterprises havexgradually realized that trademark is a hugeXasset of the enterprise. Chinese companies will be further with the world economy, and Chinese products will enter the world market, to prepare for the international competition.XIt not only means the commodity competition, service competition, but also the competition of enterprise image, brand competition. Therefore, how to create a world-class brand and design a trademark with universal access will be a new topic for every Chinese enterprise. Commodity circulation is becoming increasingly globalized, which naturally brings the internationalization of trademarks. Therefore, the translation of trademarks becomes a practical hot spot. Enterprises pay more attention on translating without offence. To solve this world-wide problem, the research of the trademark translation is urgent and essential. What’s more, it’s the cultural factors that show the cultural differences. Though it seems easy to translate, it’s difficult to understand the culture. When translating a trademark into different linguistic environment, it’s a big problem that how to cater to the locals, and how to integrate into the local culture. Through the study of the translation skills and cultural factors, we can make the translation of the trademark better.