Brand Name Translation and the Target Culture

<正>1.Avoidance of cultural conflicts During the translation of trademark brand names,if the translation is in contradiction with the culture of the target audience group,then alternative methods should be used.That is to strive to be vivid,crisp,imaginative and creative on the basis of being in line with the target culture.This is the organic unity of the text translation and cultural translation.Translation of the trademark brand name should be the"the artistic creation in translation"and the"re-creation"or"artistic creation"should be precisely defined as"the comparison of the two cultures".To translate the trademark and brand name,the translator should pay full attention to the taboos and preferences of different ethnic groups.