试谈文化差异对商务英语翻译的影响_毕业论文(编辑修改稿)

试谈文化差异对商务英语翻译的影响_毕业论文(编辑修改稿)内容摘要：

the powerful weapon for an enterprise to participate in international petitions. It is not only a logo, also a lure, the final goal of which is to attract customers and sell modities. The wellknown trademark often guarantees the products’ quality, which is a symbol of the reasonable price and good service. Trademark translation conforms to the conception of semi logy. Trademark translation is the process from decoding to coding and the process of recreating and further processing. That is to say, trademark translation is the transplantation of two kinds of cultures. A good trademark translation may bring an enterprise huge wealth, whereas a bad one may let an enterprise suffer great loss. Therefore, an enterprise’s future is closely linked with trademark translation. At the same time, trademark translation can widen the linguistic research field, enrich the connotation of linguistics, and accelerate the bination of linguistic theoretic research and its practical application. Ambiguity of Trademark When we export products to foreign countries, we always overlook the culture shocks. As a result, these neglects make the trademarks unpopular and affect the sales of products. Sprite is the meaning of wizard and goblin in English. At the eve of Halloween, children often dress themselves up as wizards or monsters, and ask for candy from house to house. However, in China, the wizard and the fairy is symbol of evil. That will not be 万方科技学院本科毕业论文 5 acceptable to consumers by the literal translation. Therefore, the trademark of “雪碧 ” can be accepted by consumers easily in China, which makes the consumers have a cool feeling. Another translation happens to be politically inappropriate. When introduced to foreign countries, the Chinese trademark of canvas shoes“大鹏 ”is rendered as “ROC”, which is a sort of giant bird in Arabic fables. However, “ROC” happens to be the abbreviation of “Republic of China”. Obviously, the translation stirs up inappropriate political associations. Inelegance of Trademark As we all know, the same words in different backgrounds may have different meanings. However, many translators usually overlook this problem during the process of translation of the logos. For example： Translation by using Chinese phoic letters coincides with English words with derogatory sense. The typical example is“马戏扑克 ”.The version “Maxi Puke” reminds the English consumers of something revolting and unpleasant, for maxi means big in English and “puke” indicates vomited food or drink. As we all know, “雄鸡 ” is a trademark name for a clock in China, this trademark is not only indicates the function of the clock but also fits for Chinese culture. Moreover, cocks are mascots in ancient China, and they are always used on ceremonial occasions. But for the westerners, the word “cock” contains obscene meaning, and it is usually avoided in formal English. If the producers in China use “cock” as the trademark name, the image of the product may be damaged. When exporting to the western market, the original English trademark name for the“雄鸡 ”was “Golden Cock”， but changed into “Golden Rooster” latterly . This trademark name is more suitable and attractive for the westerners. So, we should pay more attention to the translation of the elegant name of trademarks on condition that we understand the cultural differences. Misunderstanding of Trademark It is not enough for advertising translators only to know the literal meaning of an ad, for it may be endowed with extended meaning and cultural implication. Fully petent 万方科技学院本科毕业论文 6 advertising translators are supposed to have a good mand of religions, traditions, ethnic attitudes, the spirit of munity, and purchasing habits of the target countries. Otherwise, the translated ads might go against the original intention of the producers. In the western culture, peacock is considered as an unlucky animal. It is often used to describe a person who is walking on air. So, in western countries, if we use the word peacock as the trademark, the misunderstanding may occur. so, the“孔雀 ” TV set does not use the trademark “Peacock” but “Uranus”, which is a name of a star. On the contrary, peacock is an auspicious animal for the Chinese, because people believe it is a good sign that peacock spreads its tail. Therefore many Chinese modities like to use the trademark name “孔雀 ”, for example one Chinese watch trademark “孔雀 ”. The Shanghaiproduced pen trademark as“白翎 ” could receive wele in Englishspeaking countries, for the trademark is translated as “White Feather”. Unfortunately, “white feather” is a symbol or mark of cowardice in English. It derives the connotation from the belief that white feather in a gamecock’s tail is a sign of a poor fighter. The English idiom, “show the white feather”, means “sneak away at a critical juncture”. Therefore, “white feather” is used to represent caitiffs. The translation nullifies the strengths of the pany on the international market and bees a disadvantage that fails to serve the interests of the producers or those of the distributors. Advertisements Following the economic enhancing, the economy bees global and every nation’s products, e to the world market． Therefore, the advertisement plays a decisive role. Advertisement is closely related to the culture. The purpose of an advertisement is to persuade target customers to buy the advertised products or services. Thus, it is a most important task to be aware of the differences between Chinese culture and western culture. Some defects and even unsuccessful advertisements are made because of the poor quality of translation. This paper proceeds from problems in advertising translation that the translators do not have a 万方科技学院本科毕业论文 7 good mand of the nationspecific culture and is too adhesive to the advertisement’s sup。