Treatment of Culture Images in Trademark Translation

Abstract

With the rapid development of the global economy and the increasingly frequent exchanges between different cultures, the internal and external trade of various countries is faced with new opportunities and challenges. Trademark translation is not only the transformation and transition of languages, but also the translation of many cultural images. The main obstacle in trademark translation is the cultural cognitive difference caused by languages, nationality, and environment. These cultural differences bring some difficulties to trademark translation. Based on the cross-cultural awareness, this thesis discusses the cultural factors in the translation of trademarks, and on this basis, summarizes the principles to be followed in the translation of cross-cultural trademarks, and finally puts forward the corresponding translation strategies.