中西方文化差异对商标名称翻译的影响_开题报告

文献综述

Brand is a symbol of goods and business services. It refers to the commodity producers, operators and service providers to make their production and sales of goods or services provided in the market with other goods or services to distinguish and use a mark. A good brand can save a lot of money in the marketing process of products, and gain more profits for the enterprise, because it can express specific meaning or show the characteristics of the product, and make the product different fromcompetitors.The translation is not a simple two kinds of language exchange, but the cultural fusion of two languages is in the cross-cultural perspective. Therefore, we must consider the use of language under the social and cultural background. The brand translation needs to adapt to the customs, the social moral ideas of native countries. It had better to make the logo do as the Romans do. In a word, the translator must according to two kinds of language and culture characteristics, using the proper translation methods and strategies to accurately reflect the commodity information and the positive good meaning.Brand translation requires concise, accurate and exquisite charm, not only to express the meaning, but also vivid. Therefore, it is necessary to understand the influence of cultural differences on the translation of brands. Translation of the original trademark contains the product information and its interest, play its tips, communication, promotion, stability and other functions, so that it really becomes a key to open the market.

二、^范文提纲

1. Introduction: the significance of brands

1.1 Definition of brands

1.2 Functions of brands

1.2.1 Distinguishable

1.2.2 Informative function 

1.2.3 Symbol of credit

1.2.4 Providing protection by law 

2 Cultural differences

2.1  Differences in literal meaning

2.2 Differences in connotation 

2.3 Differences in usages

3 Skills to translate brands in the perspective of cross-cultural communication .

3.1. Transliteration

3.2 Semantic Translation 

3.3 Effectiveness Translation

3.4 Character Translation

4. Conclusion 

Bibliography 

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