服装商标翻译的文化差异及翻译策略

随着经济全球化进程的加速,商标的英汉互译日益显示出其重要性,而服装商标的翻译是决定服装在国际市场上营销成败的关键因素之一。本文通过个案分析探讨服装商标翻译问题,分析了服装商标中的文化差异主要表现在审美心理和风俗习惯等方面,并总结了四种适用于服装商标的翻译策略,即音译法、直译法、意译法、混合译法。

Cultural Differences and Translation Strategies on Translation of Clothing Trademarks

With the speeding up of economic globalization, translation of trademarks between Chinese and English is of growing significance, The globalization of the clothing industry requires that the clothing trademarks be translated in due course, the successful rendering of trademarks into the target language, together with the impressive trademarks in the source language, can stimulate the consumption of goods. Besides, translation of clothing trademarks is an important factor deciding whether or not sales of clothes are successful in the global market. By way of case studies of translating the sample clothing trademarks is to discover that the cultural differences implied in the clothing trademarks is manifested as aesthetic attitudes and customs. It discovered that four methods can be applied to the translation of clothing of trademarks, transliteration, literal translation, free translation, mixed translation.