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1、消除不良商标翻译的策略TheStrategiestoAvoidBadBrandTranslationsAbstractInrecentyears,therearebarriersandriskscausedbyinternationalculturedifferenceinexportcorporationsofChina.Nowandagain,therearecasesthatthesalesoftheexportcommodityareblockedbecauseofmistranslationofbrandnames・Inthispaper,throughunsucce
2、ssfulcases,theauthorwantstomakethereadersknowthatanunsuccessfultranslationtothebrandmaymakethesalesofproductsfallquickly.Thebasicreasonthatcausedthedifferentresultsisculturaldifferenee,whichreallymakesthetranslatorshavedifficultyintranslatingthebrandnames.Then,howtosurmountthebarrierscausedb
3、yculturaldifferenceinbrandtranslationbecomesanurgenttaskforthetranslators,firstly,forthetranslators,thecharacteristicsofthebrandandcommodityshouldbetakenintoconsideration;secondly,thetargetcountries'culturesandthepsychologyofconsumersareinvolvedintranslationofthebrandnames;finally,thetransla
4、torsshouldpayattentiontotheinnovationandthestandardizationoftheIanguage・Inaword,onlywhenthetranslatorsimprovetheirskillsoftranslation,shouldtheexportofChinahaveabrightfuture.KeyWordsBrandtranslation;exportcommodity;culturedifference摘要当前,中国出口企业止面临国际文化差界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冇发生。本文将通过案例分
5、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界。语言文化差界确实给中国译者的翻译工作带來很大的难度，中国译者任重道远，怎样超越语言文化差界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；英次,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Z,只冇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；文化差界IntroductionWiththedevelopmentoftheinternat
6、ionallabor-divisionandthetenseofgloballyintegrativeeconomy,thecommoditycirculatesfromstatetostatefrequently.Thecountrywhichwantstoenterintotheglobalmarketmustachieveitbymeansofadvertisement・Asthewordsandtimearelimited,nowinthisthesistheauthoronlydiscussesapartofit—theimproperbrandtranslation
7、inChina.Throughtheunsuccessfulcasesofthebrandtranslation,theauthorwantstomakethereaderespeciallytheenterpriseandthepersonwhoengageinthebrandtranslationpaymoreattentiontoit.AndnowadaysChinahasenteredintoWTO,sothetranslationwillplaymoreandmoreimporta
