语言和文化的关系密不可分,商标作为语言的一种特殊形式也受到文化的制约和影响。商标的翻译除了要准确外,还必须考虑文化的因素,处理好可以给商品锦上添花,很快得到消费者的认同,处理不好会使商品滞销。本文运用案例探讨了商标翻译和创意中文化的作用。 The relationship between language and culture is inextricably linked. As a special form of language, the trademark is also restricted and influenced by the culture. In addition to accurate translation of the trademark, but also must take into account the cultural factors, to deal with good things that can icing on the cake, consumers quickly get the identity, not handled properly will make the product unsalable. This article uses case studies to explore the role of trademark translation and creative Chinese culture.