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1、消除不良商标翻译的策略摘 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
2、标翻译水平,才能从根本上解决中国出口问题。关键词：标译名，商品出口，文化差异TheStrategiestoAvoidBadBrandTranslationsABSTRACTInrecentyears,therearebarriersandriskscausedbyinternationalculturedifferenceinexportcorporationsofChina.Nowandagain,therearecasesthatthesalesoftheexportcommodityareblockedbecauseofmistranslationofb
3、randnames.Inthispaper,throughunsuccessfulcases,theauthorwantstomakethereadersknowthatanunsuccessfultranslationtothebrandmaymakethesalesofproductsfallquickly.Thebasicreasonthatcausedthedifferentresultsisculturaldifference,whichreallymakesthetranslatorshavedifficultyintranslatingthebr
4、andnames.Then,howtosurmountthebarrierscausedbyculturaldifferenceinbrandtranslationbecomesanurgenttaskforthetranslators.Firstly,forthetranslators，thecharacteristicsofthebrandandcommodityshouldbetakenintoconsideration;secondly,thetargetcountries’culturesandthepsychologyofconsumersarei
5、nvolvedintranslationofthebrandnames;finally,thetranslatorsshouldpayattentiontotheinnovationandthestandardizationofthelanguage.Inaword,onlywhenthetranslatorsimprovetheirskillsoftranslation,shouldtheexportofChinahaveabrightfuture.KeyWords：Brandtranslation，exportcommodity，culturediffer
6、enceCONTENTS1Introduction…………………………………………………………………………92Introduction of Brand Name………………………………………….…………...92.1 Edification of Brand Naming Question………………......................................102.2 Necessity of Professional Correction…………………………………………102.3 Values in Brand Name………………………
7、…………………………………113 Present Situation of Brand Translation3.1Unsuccessful Cases of Brand Translation……………………………………...123.1.1 Lack of Aesthetic Psychology…………………………………………….123.1.2 Filled with Indelicacy……………………………………………………..133.1.3 Impropriety to British and American Idiom Culture………………
8、……...133.2 The Diff
