An Analysis of Cultural Differences and Translation Strategies in Trademark Translation Based on Adaptation Theory

As the golden business card, trademark is quite unique for commodity and closely related to survival development of an enterprise. A good not only conveys basic information product but also impresses consumers even triggers them buy product. a popular saying in Chinese circle goes like that “Trademark soft power”. Trademark translation complicated process. itself has characteristics recognition, transmission, aesthetics, adaptability modernity, so endowed with cultural pragmatic function. This study theoretically based on adaptation theory proposed by Jef Verschueren, famous Belgian linguist secretary-general International Association Pragmatics. article discusses application translation. Adaptation refers how translator can adapt different linguistic environments ensure translated name same commercial appeal brand image. The emphasizes need translators understand significance source language trademark, select appropriate appeals target audience, legally commercially acceptable environment. Overall, crucial ensuring names are effectively across cultures languages. With number successful examples failures existing translations, this will analyze differences reflected trademarks from perspective consumer psychology, customs, aesthetic concepts, religious beliefs cognitive differences. Several methods including transliteration, literal translation, combination transliteration free be analyzed. paper seeks provide reference value seeking more translations future. In addition, through prediction analysis trend author believes future direction diversified, especially communicative function trademarks, emphasis exploration transmission