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| Influence of Cultural Differences on Trademark Translation – Taking Automobile Brands as Examples Abstract Although trademark translation is only a small part of the market competition strategy, it has built a bridge between products and consumers indeed. In the process of translation, cultural differences have a very important impact on the translation of trademarks, which is a great challenge for trademark translation. The translation of brand names is not solely based on the translation of dictionaries. In the process of translation, various cultural factors need to be considered. Having rich knowledge of multicultural knowledge is especially important for successful translation of trademarks. Ignoring the culture differences when translating trademarks will have a great negative impact on the product's opening up in the international market. On the contrary, if we integrate culture into trademark translation, products will be more easily accepted by target customers and achieve the best marketing purpose. Therefore, while mastering the two languages, the trademark translator should also master the culture of both sides and consider the needs of the consumers from a multicultural perspective. In this way, the trademark can truly achieve the effect of stimulating consumption and make the trademark translation truly becomes a bridge between the product and the consumer. This paper first expounds the principles of trademark translation and a series of cultural differences that need to be taken into account in the process of translation. After that, it selects the domestic and foreign trademarks of the automobile industry as an example to make a specific analysis, hoping to give the translator some reference in the process of trademark translation. Key words: cultural differences; trademark translation; automobile brands |
