商务英语中商标的重要性-有志成为商标律师，不

求商务英译：第十七条对驳回申请的商标申请复审的...
商标宣传是国际市场推销商品和进行竞争的一种重要手段，而培养名牌商标是进一步开拓国际市场的重要环节。因此，做好商标的翻其重要意义是不言而喻的。随着世界经济体系的全球化和中国加入WTO，产品的进出口日益增强，因此也导致了商标的翻译越来越受到重视, 在翻译理论和实践的基础上不断得到丰富和发展，尤其是更加注重了中西方的文化差异。本文从商标命名的重要性、文化特色和语言特点的角度探讨了商标翻译的主要方法，并提出了在翻译时应注重中西文化信息的互通，从而使翻译出的商标名称与原文的商品在音、形、意和美等珠联璧合、异曲同工，在商品交流的同时亦可实现文化的交流。

关键词：商标 翻译 方法 文化

Abstract: The trademark propaganda is an important mean of selling goods and competition for the international market, but cultivating brand name is the important links to open up the international markets. So the importance of a good trademark translation is self-evident. With the globalization of the word economic system and China's entering WTO, the products of importing and exporting strengthen day by day, it has also led to the translation of the trademark has been gaining attention, it gets a continuously enrich and development from the translation of theory and practice， especially paying greater attention to the sino-western cultural differences. This paper mainly discusses the methods of the trademark translation from the importance of trademark、 culture characteristic and language characteristic, concluding that translation should focus on the exchange of cultural information, so that the translation will be similar with the original goods in the sound、shape 、meaning and so on, while the commodity exchanges will also achieve cultural exchanges.

Key words: trademark translation method culture

目录

前 言…………………………………………………………………………………………………12

一、商标翻译的重要性 …………………………………………………………………………12

二、商标中的文化特色 ……………………………………………………………………………13

三、商标语言的特点 ………………………………………………………………………………14

四、商标翻译方法 …………………………………………………………………………………15

（一） 英汉商标翻译……………………………………………………………………………16

（二） 汉英商标翻译……………………………………………………………………………17

五、总 结……………………………………………………………………………………………18