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Abstract
In recent years, there are barriers and risks caused by international culture difference in export corporations of China. Now and again, there are cases that the sales of the export commodity are blocked because of mistranslation本论文由英语论文网 www.51lunwen.org整理提供 of brand names. In this paper, through unsuccessful cases, the author wants to make the readers know that an unsuccessful translation to the brand may make the sales of products fall quickly. The basic reason that caused the different results is cultural difference, which really makes the translators have difficulty in translating the brand names. Then, how to surmount the barriers caused by cultural difference in brand translation becomes an urgent task for the translators. Firstly, for the translators，the characteristics of the brand and commodity should be taken into consideration; secondly, the target countries’ cultures and the psychology of consumers are involved in translation of the brand names; finally, the translators should pay attention to the innovation and the standardization of the language. In a word, only when the translators improve their skills of translation, should the export of China have a bright future.
Key Words
Brand translation; export commodity; culture difference

摘　要 :当前,中国出口企业正面临国际文化差异造成的传播障碍与风险,因商标翻译失误影响商品出口的案例时有发生。本文将通过案例分析说明不成功的商标译名可使产品的销售一落千丈。造成此种现象的根本原因在于语言文化差异。语言文化差异确实给中国译者的翻译工作带来很大的难度,中国译者任重道远,怎样超越语言文化差异进行商标翻译工作成为一个不容忽视的问题。针对这一问题,本文为商标译者提供一些翻译策略:首先,应深入了解所译广告及商品的特点；其次,应了解广告受众国的文化传统及消费心理,了解翻译时应注意的禁忌。最后,要注重创新和语言的规范化。总之,只有提高译者的商标翻译水平,才能从根本上解决中国出口问题。

Introduction

With the development of the international labor-division and the tense of globally integrative economy, the commodity circulates from state to state frequently. The country which wants to enter into the global market must achieve 本论文由英语论文网 www.51lunwen.org整理提供it by means of advertisement. As the words and time are limited, now in this thesis the author only discusses a part of it---the improper brand translation in China. Through the unsuccessful cases of the brand translation, the author wants to make the reader especially the enterprise and the person who engage in the brand translation pay more attention to it. And nowadays China has entered into WTO, so the translation will play more and more important role in international communication. So it is certain that the brand translation will be an essential part in the international trade. This article is not an investigation about the skills of the translation but a research of the methods to surmount the cultural difference in brand translation. The brand translation is just like a pair of wings for the enterprise to enter into the global market. While most people think that translation is a difficult work, which lies in the fact that it is difficult for a foreigner to understand the country’s cultural background knowledge. And the brand translation is not just a language transformation problem, and it also has great relationship with the cultural elements, such as: social culture, folk custom, esthetics, psychology, economical market and so on. How to solve the problem effectively? From the point of translators, they should first know the characteristics of the translated brand and commodity; at the same time, they should also understand the target countries’ cultural traditions and the psychology of consumers; what’s more, they should pay attention to the innovation and the standardization of the language.