1. 研究目的与意义（文献综述包含参考文献）

A trademark is a recognizable sign, design, or unique expression related to products or services of a particular source from those of others, although trademarks used to identify services are usually called service marks. The trademark owner can be an individual, business organization, or any legal entity. A trademark may be located on a package, a label, a voucher, or on the product itself. For the sake of corporate identity, trademarks are being displayed on company buildings. In this study, the trademark refers in particular to products?trademarks. With the accelerated pace of economic globalization and the obvious tendency of commodity globalization, an huge number of Chinese products have been entering the international market, in which case not only the quality and price attracts customers, but also the first expression of goods is also of great importance. In this increasingly fierce爉arket competition, exporters have deeply realized the importance of appropriateness of trademarks translation. On account of the Chinese and western cultural differences, the top priority is to express the proper cultural information through trademarks translation. Though an increasing number of merchants have taken it into account, some trademarks are still translated without considering the influence of cultural diversity, and the products are not welcomed in foreign markets, which has caused great loss to domestic enterprises. Therefore, it is of great necessity and significance to research on the impacts of Chinese and western cultural differences on the translation of trademarks and then figure out a proper way to solve the current problems. As the problems of trademarks translation have always existed, quite a few researches have been started concerning the impacts of Chinese and western cultural differences on the translation of trademarks. Obviously ,some of these are actually excellent on figuring out the reasons to this kind of difference and pointing out the faults in the fail translation. However, most of them don抰 have an all-round analysis of the major performance of cultural difference. What抯 more, the researches don抰 give a guidance of the proper trademarks translation for future progress of the translation. The purpose of this study is to figure out the impacts of cultural differences on trademarks translation and show a clear way for translators to express the products?trademarks better and more apropos.

2. 研究的基本内容、问题解决措施及方案

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