Studies On C-E Trademark Translation From The Perspective Of Cultural Differences

Trademark plays an important role in international market. With the rapid development of economic globalization as well as China's entry into WTO, an increasing number of China-made products are exported to other countries. At present, people have come to realize that trademark translation has become an increasingly significant part of marketing strategy. As a result, scholars and translators are interested in trademark translation, so is the author.Based on an introduction to trademarks, through an analysis of the relationship between C-E trademark translation and culture, the cultural features of Chinese trademarks, the cultural barriers and their causes, namely, the cultural differences, and the prevailing translation methods used in C-E trademark translation, the author finds out one serious problem in C-E trademark translation in China that many translations ignore the cultural differences between the SL and the TL, resulting in cultural loss or distortion. Owing to the existing problem, this thesis interprets and analyzes Nida's "functional equivalence", and then points out that "functional equivalence" can be used as the guiding principle for C-E trademark translation, thus five concrete methods to overcome cultural barriers are proposed: Substitution, Deletion, Addition, Transliteration and Compensation.Trademark translation plays an important role in expanding overseas markets. Ignoring the cultural differences between the SL and the TL will lead to failure of trademark translation and the loss of the company. With the principle of Nida's "functional equivalence" and the flexible methods suggested in the thesis, we can minimize those potential negative effects and overcome cultural barriers to make the trademark translation be accepted by people in the Western countries.