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1、TheStrategiestoAvoidBadBrandTranslations消除不良商标翻译的策略AbstractInrecentyears,therearebarriersandriskscausedbyinternationalculturedifferenceinexportcorporationsofChina.Nowandagain,therearecasesthatthesalesoftheexportcommodityareblockedbecauseofmistranslationofbrandnames.Inthispaper,throughunsucces
2、sfulcases,theauthorwantstomakethereadersknowthatanunsuccessfultranslationtothebrandmaymakethesalesofproductsfallquickly.Thebasicreasonthatcausedthedifferentresultsisculturaldifference,whichreallymakesthetranslatorshavedifficultyintranslatingthebrandnames.Then,howtosurmountthebarrierscausedbyc
3、ulturaldifferenceinbrandtranslationbecomesanurgenttaskforthetranslators.Firstly,forthetranslators，thecharacteristicsofthebrandandcommodityshouldbetakenintoconsideration;secondly,thetargetcountries’culturesandthepsychologyofconsumersareinvolvedintranslationofthebrandnames;finally,thetranslator
4、sshouldpayattentiontotheinnovationandthestandardizationofthelanguage.Inaword,onlywhenthetranslatorsimprovetheirskillsoftranslation,shouldtheexportofChinahaveabrightfuture.KeyWords:Brandtranslation;exportcommodity;culturedifference摘 要当前,中国出口企业正面临国际文化差异造成的传播障碍与风险,因商标翻译失误影响商品出口的案例时有发生。本文将通过案例分析说
5、明不成功的商标译名可使产品的销售一落千丈。造成此种现象的根本原因在于语言文化差异。语言文化差异确实给中国译者的翻译工作带来很大的难度,中国译者任重道远,怎样超越语言文化差异进行商标翻译工作成为一个不容忽视的问题。针对这一问题,本文为商标译者提供一些翻译策略:首先,应深入了解所译广告及商品的特点；其次,应了解广告受众国的文化传统及消费心理,了解翻译时应注意的禁忌。最后,要注重创新和语言的规范化。总之,只有提高译者的商标翻译水平,才能从根本上解决中国出口问题。关键词:商标译名；商品出口；文化差异IntroductionWiththedevelopmentoftheinternatio
6、nallabor-divisionandthetenseofgloballyintegrativeeconomy,thecommoditycirculatesfromstatetostatefrequently.Thecountrywhichwantstoenterintotheglobalmarketmustachieveitbymeansofadvertisement.Asthewordsandtimearelimited,nowinthisthesistheauthoronlydiscussesapartofit---theimproperbrandtranslationi
7、nChina.Throughtheunsuccessfulcasesofthebrandtranslation,theauthorwantstomakethereaderespeciallytheenterpriseandthepersonwhoengageinthebrandtranslationpaymoreattentiontoit.AndnowadaysChinahasenteredintoWTO,sothetranslationwillplaymoreandmoreim
