论商标翻译的跨文化意识

商标翻译涉及到民族文化、地域文化及他国消费心理等诸多因素。它是一种跨文化翻译。译者应具有很强的跨文化意识。本文从文化的角度，探讨商标翻译。认为商标翻译必须充分考虑文化差异，努力跨越文化鸿沟；必须熟知外国语言习俗，力避他国禁忌。

On the Cross- cultural Awareness of the Trademark Translation

Trademark translation has to take national culture, regional culture, foreign consumer psychology and other fathom into consideration. It is a kind of cross - culture translation. Ttranslators should have cross -cultural consci . This paper explores the translation of trademarks from cultural aspect and insists that trademark translation should be fully aware of the cultural difference so as to surmount the cultural obstacles and that translators should have a good understanding of foreign customs so as to avoid foreign taboos.