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1、AnInterculturalApproachtotheStudyofBrandNamesAbstract:Withtheaccelerationoftheglobalization,theinternationaleconomiccommunicationbecomesmuchmorefrequent.Brandnamesnotonlytransfertheinformationconcerningcommodities,butalsotransfertheculturalinformationtothereceiversinthetarge
2、tcultureasculturalmessengerjnthecourseofsellingfortheproducts,somebrandnamespromotetheselling,becausethesebrandnamesarerecognizedbytheforeignculture,arousethesamesympathyfromtheforeignconsumers,Whileontheotherhand,somebrandnamesreceivedpassivefeedbacksbecausethesesheavycultu
3、re-loadedbrandenameshaveprovedtoresultin“culturalshock”inforeignmarket.Thisthesishasstudiedtheculturalorigin.culturalconnotationofbrandnamesfromtheinterculturalapproachandrevealedtheirreflectionginvariousaspectssuchassocialcustoms,religion,moralityandsoon.withtheapplicationo
4、fNida’s“functionalequivalence”andprovideconcretetechniquesforthetranslationofbrandnamessoastoprovidesomehelptothetranslationofEnglishandChinesebrandnames.Theauthorpointsoutthatthetranslationofbrandnamesinforeignmarketshouldgibeasmuchattentionaspossibletocommodityinformationa
5、ndculturalinformationcontainedinoriginalbrandnames.Butalsobesurethatthetranslationcannotarouseculturalconfilict,arouseunfavorableassociation,thusresultinthefailureoftheselling,Sothedesignerandtranslatorofbrandnamesshouldtrytoavoidheavilyculture-loadedbrandnames’appearinginth
6、eforeignmarket，sincetheyarenoteasilyacceptedbythereceivers，Keywords：Brandnames;lnterculturalcommunication;Translation從跨文化角度論商標(biāo)的翻譯捕i要：隨著全球化進(jìn)程的加速，國(guó)際經(jīng)濟(jì)交往的頻繁。商標(biāo)向異域消費(fèi)者傳遞了商品信息；同時(shí)，作為文化使者也向外族傳遞了本國(guó)的文化信息。在產(chǎn)品銷(xiāo)售的過(guò)程中，一些商標(biāo)名稱促進(jìn)了產(chǎn)品在國(guó)外市場(chǎng)的銷(xiāo)售，是因?yàn)檫@些商標(biāo)名稱得到了異域文化的認(rèn)可，引起了異域消費(fèi)者的共鳴；而另一方面，某些商標(biāo)名稱卻有消極的反饋
7、，這是因?yàn)檫@些商標(biāo)名稱蘊(yùn)含的濃厚的源語(yǔ)文化特色在異域文化中產(chǎn)生了“文化休克”。本文從跨文化的角度研究了商標(biāo)的文化起源，商標(biāo)的文化蘊(yùn)涵，商標(biāo)名稱在風(fēng)俗習(xí)慣、宗教、道德規(guī)范、地域文化等各方面的反映。以奈達(dá)的“功能對(duì)等”理論為原則，運(yùn)用大量漢英牌名實(shí)例分析討論品牌名稱翻譯的具體方法提出在國(guó)外市場(chǎng)中的商標(biāo)詞匯的翻譯要盡量兼顧商標(biāo)名稱在源語(yǔ)中所蘊(yùn)含的商品信息和文化特色，更要注意商標(biāo)名稱是否會(huì)產(chǎn)生文化沖突，引起消極聯(lián)想，從而導(dǎo)致產(chǎn)品滯銷(xiāo)。關(guān)鍵詞：商標(biāo)名稱；跨文化交流；翻譯IntroductionBrandnameisanessentialpartofadv
8、ertisements.ltisanamegivenbyaproducertoacertainproduct,bywhichitmayberecong
