适应与再生：品牌的文化顺应--以希腊神话为例

摘要

Globalization leads to more frequent business communication, arousing the development of various brands in the whole world. Due to distinct differences between Chinese and English culture, there’re also improper selections, deviation from inten⁃tions and impoliteness in brand translation. This paper believes that translation of brand name, guided by adaptation theory, will be better in conveying inner meanings according to practical conditions.%全球化趋势促使商业交往日益频繁，带动了各国品牌在全球范围内的发展流通。由于英汉文化的显著差异，品牌翻译也存在译名混乱、背离原意、不雅不当的现象。该文认为，以顺应的角度为指导，根据实际情况翻译品牌名称，更能传达品牌蕴含的文化意义。