商标词的翻译是一种跨文化交际活动，涉及到语言规律、地域文化、消费心理和审美取向等诸多因素。
Translation of brand names is a kind of intercultural communication, which involves language laws, regional cultures, consumption psychology, aesthetic interest and some other factors.
研究结果表明在快速消费品行业的跨文化广告沟通中，不存在完全全球化，也不存在完全地方化。
However, the mixed results of this study suggest that neither a perfect global nor a local approach yet exists in FMCG advertising.
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