关键词: 商标翻译, 文化对等原则, 文化差异

Abstract: As the name card of a product, trademark plays an important role in marketing. It is the core part of commodity culture and the powerful weapon for enterprises to compete in international competition. Meanwhile, trademark is a special linguistic sign. Trademark translation is the process from decoding to coding and the process of recreating and further processing. From the crossculture perspective, it is a kind of linguistic communication activity. In the practice of trademark translation, translators should take full consideration of language recognition, cultural gaps and crosscultural factors. According to cultural equivalence principle, they should adopt appropriate methods and strategies to convey the original cultural meanings and images to the largest extent.

Key words: trademark translation, cultural equivalence principle, cultural gaps