商務(wù)英語(yǔ)-文化因素對(duì)中英商標(biāo)翻譯的影響

摘要商標(biāo)是產(chǎn)品的一種語(yǔ)言編碼，顯示著商品的特征，是商品文化的核心部分，是企業(yè)參與市場(chǎng)競(jìng)爭(zhēng)的有力武器。那個(gè)可以以市場(chǎng)的消費(fèi)者為誘餌。商標(biāo)翻譯必須符合相應(yīng)的標(biāo)準(zhǔn)，是一個(gè)從解讀到編碼的過(guò)程，是兩種文化的移植。把商標(biāo)翻譯好，不僅能給企業(yè)帶來(lái)巨大的財(cái)富，還能提高企業(yè)的知名度。另一方面，亂七八糟的商標(biāo)翻譯可能會(huì)給企業(yè)帶來(lái)巨額損失。因此，企業(yè)的生死與商標(biāo)翻譯有著密切的關(guān)系。全球化全球化時(shí)代的今天，一個(gè)有效的商標(biāo)可以讓消費(fèi)者認(rèn)識(shí)、喜歡甚至愛(ài)上這個(gè)品牌。商標(biāo)翻譯不僅是兩種語(yǔ)言之間的轉(zhuǎn)換，也是兩種文化之間的轉(zhuǎn)換。在翻譯商標(biāo)時(shí)，翻譯者可以在基本翻譯理論的指導(dǎo)下，借用對(duì)等詞語(yǔ)、相似表達(dá)，或者根據(jù)詞語(yǔ)的形式、發(fā)音、內(nèi)容等創(chuàng)造新詞語(yǔ)進(jìn)行翻譯。如果商標(biāo)翻譯只是這樣一個(gè)簡(jiǎn)單的過(guò)程，那么譯者只需熟悉這兩種語(yǔ)言就可以完成這項(xiàng)工作。實(shí)際上，商標(biāo)翻譯深受雙方文化的影響。由于文化的差異，最完美的品牌名不能與商品的文化相匹配。大量的商標(biāo)翻譯案例證明，忽視文化差異可能會(huì)阻礙商品在海外市場(chǎng)的銷(xiāo)售和擴(kuò)展。關(guān)鍵詞：商標(biāo)；文化影響；中英商標(biāo)翻譯；產(chǎn)品ABSTRACTTrademarkisakindoflanguagesymboloftheproduct,markingthecharacteristicsofthecommodity,isthecorepartofthecommodityculture,isapowerfulweaponforenterprisestoparticipateinthemarketcompetition.Itcanbeusedasbaittoattractconsumersinthemarket.Trademarktranslationneedstoconformtothecorrespondingstandards.Itisaprocessfromdecodingtoencodingandatransplantoftwocultures.Goodtrademarktranslationcannotonlybringgreatwealthtoenterprises,butalsoimprovethevisibilityofenterprises.Ontheotherhand,abadtrademarktranslationcancostacompanyalot.Therefore,thesurvivalofenterprisesiscloselyrelatedtotrademarktranslation.Intoday'seraofglobalizationandintegration,acorrectandeffectivetrademarkbrandcandriveconsumerstoidentifywith,likeandevenfallinlovewiththisbrand.Trademarktranslationisnotonlyaconversionbetweentwolanguages,butalsoaconversionbetweentwocultures.Whentranslatingtrademarks,translatorscantranslatethemundertheguidanceofbasictranslationtheoriesbyborrowingequivalentwords,similarexpressions,orcoiningnewwordsaccordingtotheform,pronunciationandconnotationofwords.Iftrademarktranslationisjustsuchasimpleconversionprocess,thetranslatoronlyneedstobefamiliarwithtwolanguagestocompletethejob.Infact,trademarktranslationisdeeplyinfluencedbybothcultures.Duetoculturaldifferences,abrandnamewithperfectmeaningmaynotbeconsistentwiththecultureoftheproduct.Manyexamplesoftrademarktranslationprovethatignoringculturaldifferenceswillhinderthesalesandexpansionofgoodsinforeignmarkets.Keywords:Trademark;culturalinfluence;Sino-Englishtrademarktranslation;productsTableofContentsChapterOneIntroduction………..…….…….……..….5ChapterTwoBrand62.1Definitionofatrademark62.2Historyoftrademarks72.3Classificationoftrademarks82.4Characteristicsoftrademarks92.5Functionsoftrademarks9ChapterThreeCulturalinfluenceinEnglish-Chinesebrandnametranslation..103.1Culture103.2InfluenceofculturaldifferencesonSino-Englishtrademarktranslation103.2.1Differencesinthinkingstyle113.2.2Differencesinsocialvalues113.2.3Differencesinnationalculturalandpsychologicalorientation123.2.4Differencesinpragmaticmigration123.3Problemscausedbythelackofrelevantculturalknowledge133.3.1AregionalandculturalgapbetweenChinaandWesterncountries133.3.2DifferenthistoricalbackgroundbetweenChinaandwesterncountries..13ChapterFourTrademarktranslation144.1Importimportanceoftrademarktranslation144.2Theoryoftrademarktranslation154.3Principlesoftrademarktranslation154.3.1ThePrincipleofPurposiveness164.3.2ThePrincipleofSoundBeauty164.3.3TheprincipleofBeauty-Concise,moral,andeasytounderstand164.3.4TheprincipleofBeauty-Simplification,wordmeaning,easytorecognize164.4Evaluationcriteriafortrademarktranslation164.5Factorsoftrademarktranslation164.5.1Mainfactorsforthegoodtranslationofthebrandname164.5.2Themainfactorsofpoortypicalbrandnames174.6Suggestionsfortrademarktranslation17ChapterFivePeroration18Bibliography………………………...19Acknowledgements20ChapterOneIntroductionTrademarkisakindoflogomadebycommodityproducersfortheirownbrandinordertodistinguishthemfromotherbrandproductsinthesameindustry,whichistheembodimentoftheirownuniqueness.Fromthetrademark,consumerscanfurtherunderstandtherelevantinformationoftheproduct,soastodeepenthecognitionandunderstandingofthebrand.Inthecurrentperiodofrapiddevelopmentofsocialcommodityeconomy,trademarkisthebridgetocommunicatewithconsumersandbusinesses,andisanimportantmagicweaponforenterprisestoimprovetheircompetitiveness.Thefunctionofthetrademarkismainlyreflectedinthefollowingtwoaspects:first,thetrademarkcanshowthebasicvalueofthecommodity;second,thetrademarkcanalsoshowitsinternalculturalmeaning.However,duetothedifferencesbetweenChineseandWesterncultures,themeaningsbehindthetrademarksindifferentcountriesarealsodifferent.Therefore,inthetrademarktranslation,weshouldpayattentiontothedifferentmeaningsoftrademarksindifferentculturalfields.Inordertoeffectivelygivefullplaytothefunctionoftrademarks,thedifferencesbetweenlocallanguagesandforeignlanguagesshouldbefullyconsideredwhentranslation,soastomeettheconsumerhabitsofdifferentcultures,soastoenhancethevisibilityoftheenterpriseandlayagoodfoundationfortheenterprisetoexploretheinternationalmarket.ChapterTwoBrand2.1DefinitionofthetrademarkThisisanintroductionofdefinitionofthetrademark.Trademarkistoidentifyaparticulargoods,services,ortherelevantspecificindividualorenterpriseofsignificantsigns.GraphicsRcommonlyusedtorepresentatrademarkregistered,andareprotectedbylaw.Enterprisesaftertherelevantgovernmentdepartmentinchargeofregistration,justenjoytheexclusiveuseofabrandnameandbrandlogo,thebrandlogoandbrandnameprotectedbylaw,anyotherfirmsarenotallowedtouse.Trademarkisessentiallyalegalterm,therefore,istopointtohavebeengrantedtheexclusiverighttouseandareprotectedbylawofpartofabrandorabrand.Originscanbetracedbacktoancienttimes,whencraftsmentotheirsignatures,or"marks"ontheirartisticorutilitarianproducts.Thesemarksevolvedintotoday'ssystemoftrademarkregistrationandprotection.Thesystemhelpsconsumersidentifyandpurchaseaproductorservice,becausethetrademarkbythenatureoftheproductorserviceandqualityinaccordancewiththeirneeds.2.2HistoryoftrademarksThetrademarkoriginatedinancientGreeceover3,000BC,whenpeoplecarvedwordsorshapesonpottery,goldobjectsandotherobjects.However,initiallyitwasmainlyusedforbookkeeping,taxmarks,orindicatingthemarkofholyandbrokenmanagement,anditisnotatrademarkinthemodernsense.Inthe13thcentury,continentalguildsbegantoprevail,andrequiredmerchantstoprintacceptablemarksontheirgoods.-Interms,thiscandistinguishbetweenproducersandfacilitatethesupervisionofcommodityquality.Theothersidebutcanmaintaintheguild'sexternalmonopoly.InancientChina,itwasoftenreferredtoasthesourceofthemostexcellentitem,suchaswesternsilk,Huma,Lanlingwine,etc.,whicharethetrademarkdimensionsofcommodityeconomyintheearlystageofdevelopment.Carpenters,painters,pottersandothercraftsmenintheSpringandAutumnPeriodandtheWarringStatesPeriod,engravedtheirownnamesinordertoaccuratelyidentifytheirgoodsintheirexchange.TheBiographyoftheKingoftheBookofHanhasarecordof"arrowisforbidden,wineisreleased",whichidentifiesthearrowandwinewiththenameofthemanufacturer.IntheEasternZhouDynasty,swordssuchas"drygeneral"and"Moxie"becametheweaponstobebought,becausetheyhadtheroleofindicatingdifferentmanufacturersofthesameproductandtheirstablequality,whichwasgraduallyclosetotheconceptofmodern"trademark".IntheNorthernSongDynasty,theLiuJiaKungFuneedleshopinJinan,ShandongProvinceusedthe"whiteRabbit"logo,thatis,thewhiterabbitpatternisprintedonthewrappingpaperofthefineneedle,andthetext"recognizethewhiterabbitinfrontofthedoor",whichbasicallyhastheelementsofmoderntrademarks,andistheearliestexistingtrademarkinChina.Inaddition,"XinghuaVillage","DaoxiangVillage","ZhangJi"and"LiJi",suchtime-honoredbrands,canalsoberegardedastheoriginalstoretrademarks.Ofcourse,inancientChina,therewasnoformalrelevanttrademarksystem.Inmoderntimes,thedevelopmentofcoastalcommodityeconomy,alongwiththeinvasionofimperialism,Chinagraduallyproducedthetrademarkregistrationandprotectionsystem.Firstofall,in1873,HongKongenactedtheOrdinanceNo.16of1873ontrademarkprotection.Atthattime,HongKongwasaconcessionareaunderthejurisdictionoftheUnitedKingdom.Duetothedevelopmentofinternationaltrade,itwaseventwoyearsearlierthantheBritishTrademarkRegistrationLaw.Secondly,in1904,theQinggovernmentpromulgatedthe"ConstitutionofPilotTrademarkRegistrationanditsdetailedrules,whichstipulatedthedetailsofthestepsoftrademarkregistration,aswellasthemanagementoftrademarkregistrationinstitutions.AfterthefalloftheQingDynasty,in1923,theBeijinggovernmentoftheRepublicofChinaissuedtheTrademarkLawanditsimplementationrules,andsetupaTrademarkOfficetoaccepttrademarkregistrationmatters.In1930,theNanjinggovernmentoftheRepublicofChinaissuedtheTrademarkLawanditsdetailedrules,andsetupatrademarkofficeintheindustrialandcommercialdepartmentstoaccepttrademarkregistrationmatters.2.3ClassificationoftrademarksAccordingtotheprovisionsoftheTrademarkLaw,thetrademarkapprovedbytheTrademarkOfficeisaregisteredtrademark,including:commoditytrademark,servicetrademark,collectivetrademarkandcertificationtrademark.Thesefourtrademarkshavebeenclearlydividedintofourbasictypesofregisteredtrademarks.(1)thecollectivetrademarkdoesnotbelongtoasinglenaturalperson,legalpersonorotherorganizations,whichbelongstoconsistsofmultiplenaturalpersons,legalpersonsorotherorganizations,whichshowsthatgoodsorservicessourcefromacollectiveorganization,thecollectivecanbeaspecificguild,chamberofcommerceorothercollectiveorganizations,specificgoodsorservicesprovidertotheidentityofthecollectivemembersretreatbehindthecollective.Reflecreflectsthecharacteristicsof"common"and"common";(2)thecollectivetrademarkisappliedforregistrationandownershipinthenameofthecollectivecomposedofeachmember,Acollectiveright,jointlyusedbyitsmembers,Reflectedintheapplicationfortheregistrationofcollectivetrademarks,Thatis,onlyacollectiveorganizationwithlegalpersonstatuscanapply,Becauseonlyacollectiveorganizationwithlegalpersonstatuscanhavethetrademarkrightintheindependentnameofitscollective;(3)thecollectivetrademarkisreflectedintheuseofthetrademark,show,Collectiveorganizationsusuallydonotusethecollectivetrademark,Uusedbymembersoftheorganization;Notmembersoftheorganization;Eachmemberhasthepowertohaveequaluse,Thereisnoaffiliationamongthemembers;Atthesametimemustsupervisetheuseofitscollectivemembers,Anddealwiththememberswhoviolatetheuserules;(4)theregistration,useandmanagementofcollectivetrademarks,Detaileddescriptionandmakepublictherights,obligationsandresponsibilitiesofthemembersandtheamountanduseoftheadministrativeexpenses,Collectivemembersshallabidebyeachotherandbesubjecttopublicsupervision;(5)theownershipanduserightofthecollectivetrademarkshallnotbetransferred;(6)claimcompensationforlosseswhenthecollectivetrademarkisinfringed,Shouldincludelossessufferedbymembersofthecollectiveorganization;(7)whenamemberwithdrawsfromthecollective,Hecouldnolongerusethecollectivetrademark,Whenanewmemberjoinsin,Hecouldusethecollectivetrademarkforgainingmembership,Thismembershipisnottransferable,Therighttouseatrademarkbasedonthisidentityrelationshipshallnotbetransferred;(8)ageographicaltrademarkmayberegisteredasacollectivetrademark.Nogroup,associationorotherorganizationshallacceptitasamember.Nogroup,associationorotherorganizationmayalsousethegeographicalindication.2.4CharacteristicsofthetrademarkAtrademarkisasignificantmark.Itisnotonlydifferentfromthesignswithnarrative,publicknowledgeandpublicnature,butalsodifferentfromothers'goodsorservices,soastofacilitatetheidentificationofconsumers.(2)Trademarkisexclusive.Theownerofaregisteredtrademarkshallhavetheexclusiverightandexclusiverightofhistrademark,andshallnotuseitwithoutthepermissionoftheowneroftheregisteredtrademark.Otherwise,itconstitutesaninfringementofthetrademarkrightoftheregistrant'ssaidowner.(3)Thetrademarkhasavalue.Atrademarkrepresentsthequalityofgoodsandservicesandthereputationorimageofthetrademarkowner,andthetrademarkownerhasthevalueofthetrademarkthroughthetrademarkcreativity,design,registrationapplication,advertisingandaddedvalueofthegoods.Inparticular,whatshouldbeemphasizedisthedistinctivefeaturesofatrademark(alsoknownasthesignificance),thatis,itreferstotheidentificationanduniquenessofgoodsandservicescontainingothertrademarks,andconsumerscandistinguishthesource,characteristicsandinformationofgoodsorserviceswiththecharacteristicsofthetrademark.2.5FunctionoftrademarkTrademarkisveryimportantforenterprises,itisabusinesscardtoconsumers,isalsoanimportantweighttoconsolidatetheirpositioninthemarket,inthemodernbusinesswar,todevelopthedomesticmarket,trademarkmustgofirst;toexploretheinternationalmarket,trademarkmustbefirst.Asthelogoofgoodsandenterprises,trademarksmarkthesourceandsourceofgoodsorservices,andprovideconsumerswithselectionandidentificationmarks.Thetrademarkhastheadvertisingfunctionofmarkingtheintrinsicqualityofthegoods.Inordertomakeconsumersbelieveandarewillingtobuytheirowngoods,thetrademarkownersshouldincreasetheinvestmentinresearchanddevelopment,establishagoodcorporateimage,andensurethatthequalityoftheirgoodscansatisfyconsumers.Thetrademarkisasharpswordofthebusinesswar.Thepopularityandreputationofthetrademarkisalwaysimportant.Therecognitionoftrademarksbyenterprisesfacilitatestoenhancetheloyaltyofbuyerstogoodsandincreasethemarketcompetitiveadvantageofenterprises.Trademarkisnotonlythepatternmark,butalsotheembodimentoftheimageandreputationoftheenterprise.Astheownerofthetrademarkshouldusetheweaponasatrademark.Someonesaid:"Atrademarkisthebestsalesmanwhocannotspeak.Onesentencesumsupthegreatestuseofatrademark.ChapterThreeCulturalinfluenceinEnglish-Chinesebrandnametranslation3.1CultureCultureisformedintheprocessofsocialdevelopment,andatthesametime,itaffectsthesocietyandaffectspeople'sthoughtsandbehaviorsallthetime.Trademarkisalsoabranchofculture,itconveysastrongculturalatmosphere,affectingpeople'sattitudetowardslifeandthedevelopmentofthetrend.Theauthorbelievesthattheremustbeculturaldifferencesbetweentheculturesofdifferentcountries,andthetrademarksfromdifferentcountriesmustalsoconveydifferentculturalinformation.Trademarktranslationthatignoresculturaldifferencesisverylikelytoleadtoculturallossormisunderstanding,andcannotaccuratelytransmittheinformationinthesourcetext.Thekeystepoftrademarktranslationistodealwiththeculturaldifferencesbetweenthesourcelanguageandthetargetlanguage,especiallythetranslationofChinesetrademarks,becausemostoftheChinesetrademarkscontainastrongculturalconnotation,andthesethingsarenotunderstoodbyforeignconsumers,whichrequirestheaccuratetranslationofthetranslator.Inordertoachievethisgoal,thetranslatorshouldfollowNida'sfunctionalequivalencetheoryandcertaintranslationprocedures,namely,fullyunderstandthemeaningoftheoriginaltext,thendealwiththeculturaldifferences;andfinally.Ofcourse,itisalsoveryimportanttochoosetheappropriatetranslationmethod.Inshort,trademarktranslationcannotbeachievedovernight,letaloneseparatedfromtheculturalenvironmentonwhichitdepends.3.2InfluenceofculturaldifferencesonSino-EnglishtrademarktranslationWhentranslatingatrademark,thetranslatorcan,undertheguidanceofthebasictranslationtheory,borrowequivalentwords,makesimilarexpressions,ormakenewwordsaccordingtotheform,pronunciationandconnotationofthewords.Iftrademarktranslationisjustsuchasimpleprocess,thetranslatorcandothejobbybeingfamiliarwithtwolanguages.Infact,thetrademarktranslationisdeeplyinfluencedbytheculture.Duetoculturaldifferences,aperfecttranslationofatrademarkmaynotnecessarilyconformtothecultureofthecountrywherethegoodsaresold.Manyexamplesoftrademarktranslationprovethatignoringculturaldifferencescanhinderthesaleandexpansionofgoodsinforeignmarkets.3.2.1DifferencesinthinkingstyleTherearegreatdifferencesinChineseandwesternwayofthinking,westernthinkingtendtorational,andChina'swayofthinkingtendstosensibility,sointheprocessoftranslationofEnglishtrademark,shouldpayattentiontotheEnglishtrademarkperceptualprocessing,inotherwords,istoaccordingtotheChinesewayofthinkingtotranslation,suchasthetranslatorwillPepsi-ColaintoPepsi,Mirindaintotheyears,theGatoradeintogatorade,etc.,istosatisfytheChineseperceptualthinkingmode,sothatChineseconsumerscanacceptandlikeit.Whencreatingandacceptingbrands,Westernerswilltakeintoaccountthequalityandcharacteristicsoftheproductitself,whileChinesepeoplewillconsiderthequalityandcharacteristicsoftheproductitselfandcreatethebrandincombinationwiththefirstimpressionofthebrandtoconsumers.Therefore,thetranslationoftrademarksshouldfirstanalyzethedifferencesofthinkingmodesunderdifferentcultures.westernthinkingtendtorational,andChina'swayofthinkingtendstosensibility,sointheprocessoftranslationofEnglishtrademark,shouldpayattentiontotheEnglishtrademarkperceptualprocessing,inotherwords,istoaccordingtotheChinesewayofthinkingtotranslation,suchasthetranslatorwillPepsi-ColaintoPepsi,Mirindaintotheyears,theGatoradeintogatorade,etc.,istosatisfytheChineseperceptualthinkingmode,sothatChineseconsumerscanacceptandlikeit.Whencreatingandacceptingbrands,Westernerswilltakeintoaccountthequalityandcharacteristicsoftheproductitself,whileChinesepeoplewillconsiderthequalityandcharacteristicsoftheproductitselfandcreatethebrandincombinationwiththefirstimpressionofthebrandtoconsumers.Therefore,thetranslationoftrademarksshouldfirstanalyzethedifferencesofthinkingmodesunderdifferentcultures.3.2.2DifferencesinsocialvaluesBecauseofthedifferencesinChineseandWesternsocialvalues,thetranslationoftrademarkscannotbeunderstoodonlyfromthesurface.IntheprocessofChineseandWesternhistoricaldevelopment,therehavelongbeendifferencesbetweenChineseandwesternvalues.ChinesepeoplehavebeeninfluencedbyConfucianismforalongtimeandwillpaymoreattentiontotheculturalcultureofface.Therefore,translatorsneedtousesomepositiveandrepresentativewordsofconsumerswhentranslatingluxurybrandsintoChinese.Forexample,——BaiPen,awell-knownpenbrandinShanghai,hasagoodprospectintheChinesemarketbecauseofitsgoodqualityandfavorableprice.However,asthecompanyenterstheinternationalmarket,thesaleseffectofthebrandisquitedifferentfromthedomesticsituation.Thisismainlybecausewesterntranslatorstranslatethetrademarkbrandinto"Whitefeatherpen",butinthesocialvaluesofwesternpeople,itrepresentsthemeaningof"cowardiceandcowardice",sotheynaturallywillnotrecognizethebrand,andthefinalconsumptioneffectisnaturallynotideal.3.2.3DifferencesinnationalculturalandpsychologicalorientationIntheprocessofdevelopment,anationwillformanationalcultureundertheprecipitationoftime,andpeoplewillformapsychologicaltendencytojudgeobjectivethingsunderthelong-terminfluenceofculture,whichisthepsychologicalorientationofnationalculture.InChineseculturaltradition,peopletendtopreferwordssuchashappinessandgoodluck,whileWesternersadvocatefreedom,adventureandchallenge,whichdirectlyaffectsthetranslationofthebrand.Seriesasanexample,poisonperfumebrand,FrenchsocietyofChristianDiorDiorEnglish,thewordmeaning??toxic,thisismainlybecausewesternerslikethepursuitofexcitingandchallengingthings,sowasdesignedas?poisonperfumebranddisplayway,fataltemptation,withhumancharm,bodyodor.WhentheperfumebrandentersChina,inordertoarousetheChinesepeople,thetranslatoradoptsthetransliterationforitsbrandinto??God'sLove,whichmakestheconnotationandmeaningofthebrandmoreinlinewiththenationalculturalpsychologyoftheChinesepeople,sothatthemajorityofconsumersinChinalove.3.2.4DifferencesinpragmaticmigrationPeople'sevaluationandanalysisofobjectivethingsareoftenbasedontheirownculturalbasis,butiftheyevaluatethingsinanothercultureinthisway,itwillleadtopeople'scommunicationfailureunderdifferentculturalbackgrounds.Forexample,theevaluationofplumblossominChinaisoftenrelatedtowordssuchasnoble,indomitableandfearless,butthereisnospecialmeaningandvalueinwesternculture,sothetrademarktranslationshoulddealwiththedifferencesinthetranslationoflanguage.3.3ProblemscausedbythelackofrelevantculturalknowledgeDuetothehugedifferencesinsocialandculturalbackgroundsindifferentcountries,therearecertainobstaclesinEnglishandChineseintextexpressionandlanguagecommunication.Fromamorerationalpointofview,whentranslatorstranslaterelevantliteratureandliterature,theywillnotonlytranslateEnglishintoChinese,includingaliteraltranslationofawordandasentence,butalsointegrateitsdifferentcultures.Thecontentofthetranslationcannotonlymakethereadersbetterunderstand,butalsoensurethatitcanexpresstheessenceofthearticlemoreauthentic,whichisthelevelthatareasonabletranslatorshouldhave.However,intheactualwork,itisfoundthatsomestaffmembersdonotknowhowtoreasonablycarryoutcross-culturallanguagetransmission,sothattheirtranslationworkcannotobtaintheexpectedgoal.3.3.1AregionalandculturalgapbetweenChinaandWesterncountriesLanguagedoesnotexistindependentlyandiscloselyrelatedtoculture.Whenthetranslationstafftranslatetheliteraryworksunderdifferentculturalbackgrounds,itwillbringsomeobstaclestothetranslationworkduetotheregionaldifferencesandotherfactors.Inthetranslationprocessofrelevantworks,itisnotonlyimaginedtosimplytransformthelanguage,butalsotofullyconsidertheculturalconnotationimpliedinitscontent.Differentregionscreatedifferentculturalbackgrounds.Asaresult,peoplewillhavedifferentcognitionandviewsonthesamething,whichmakesdifferentcountriescausemanyproblemsintheprocessofculturalexchangeandmutuallearning.Inthecross-culturalbackground,translatorsarealsodeeplyinfluencedbyregionalandculturaldifferencesintheprocessoftranslation,whichbringssomeobstaclestotheirwork.Whentheytranslatethework,theyusetheirprofessionalskillstotransformthelanguage.Althoughtheytranslatethesentences,theylookatthewholearticletofullyexpressitsessence.Inmostcases,inordertobetterunderstandthecontentoflocalaudiences,translatorsignorethereasonableintegrationofdifferentculturesandreducethecharmoftheoriginaltext.3.3.2DifferenthistoricalbackgroundbetweenChinaandwesterncountriesInthedevelopmentprocessofdifferentcountries,therearedifferentsocialchanges,leadingtohugedifferencesintheirhistoricalbackground.Thesedifferencesmakepeopleindifferentcountrieshavedifferentanswersandopinionswhentheyinterpretthings,andalsoformdifferentmeansofdealingwithevents.Basedonthis,thedifferenthistoricalbackgroundsproducerichlanguageandcultureinvariouscountries.AndtheChinesepeoplearemoreaccustomedtomeasuringthingscomprehensivelythanintheWest.Inthefaceofnewthings,mostChinesepeoplewillextendfromthewholeunderstandingtothecognitionofthewholething.Onthecontrary,westernpeoplearemoreaccustomedtorecognizingthingsfromtheparttothesurface.ThedifferencecanbeclearlyseenfromthewritinghabitsofChinesepeople.Wearemoreaccustomedtowritinglargerunitsfirst,andgraduallydevelopintosmallerunits.Westernerswritesmallunitsfirstandthenexpandtolargerones.Suchdifferences,thetranslatorinthetranslationofthework,willproduceacertainobstacle.Whenthetranslatorcannotcombinethedifferencesofthehistoricalbackgroundforlanguagetransformation,itwillaffectthereaders'understandingoftheworks,whichisnotconducivetothecommunicationofeasternandWesterncultures.ChapterFourTrademarktranslation4.1ImportanceoftrademarktranslationAtrademarkisasymbolofaproduct.Itdefinesthecorethemeoftheproductandtherelevancethatcausesthekeyproduct.Inaddition,trademarksareabridgebetweenconsumersandproducts,helpingtheproducttoberecognizedbycustomersandhelpingcustomersremembertheproduct.Agoodtrademarkcanbringhugebenefits,whileafailedtrademarkcanputtheproductintocrisis.Thetrademarkoftheproductisdirectlyrelatedtothefutureoftheenterprise,soitattractsgreatattentionandinterestfrompeoplefromdifferentfields,suchasbusinessmen,academicsandcustomers.Theimportanceoftrademarkshasarousedgreatinterestinthefieldoftrademarktranslation.Witheconomicglobalizationandtheclosetiesandexchangesamongothercountries,moreandmoreforeignproducts,enterprisesan