跨文化视角下商标名称的汉译

摘要

本文简要概述了商标的功能及其语言特点，从跨文化的视角探讨影响商标汉译的文化差异因素，并指出译者只有充分理解中西方文化差异，在翻译实践的过程中将这些因素考虑其中，才能获得成功的商标翻译，为企业赢得无形的资产和巨大的财富。%This paper briefly summarizes the functions and lan-guage characteristics of trademarks, explores the element of cul-tural difference that influences the Chinese translation of trade-marks from cross-cultural perspective, and points out that only when translators fully understand Chinese-Western Cultural dif-ference and take these elements into consideration when carrying out translation practice, can they obtain successful trademark translation, and win invisible treasure and huge wealth for enter-prises.