英语论文 从文化因素和翻译策略上简析汉语品牌名英译.docx

英语论文 从文化因素和翻译策略上简析汉语品牌名英译.docx

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英语论文从文化因素和翻译策略上简析汉语品牌名英译

论文英文题目：

BriefAnalysisoftheCulturalFactorsandStrategiestoBrandChinese-EnglishTranslation

论文中文题目：

从文化因素和翻译策略上简析汉语品牌名英译

学院：

专业年级：

学号：

学生姓名：

指导教师、职称：

20xx年5月25日

Contents

Abstract......................................................................................................................1

1.Introduction........................................................................................................1

2.Brandnamesandthetranslation………………………….……………1

3.Theculturalfactorsbetweenbrandtranslationandculture…................................................................................................................2

3.1ProblemsintranslatingChinesebrandnames………………………....2

3.2Culturalassociationsofbrandnames.……………………………….......4

4.Criteriaforanidealtranslatedbrandname….…………….……....5

4.1Phoneticrelevance………………………………………………………….6

4.2Semanticrelevance…………………………………………………………6

4.3Graphicrelevance……………………………………………..……………7

5.TranslationtechniquesofChinesebrandnames…………………..7

5.1Literaltranslation…………………………………………………………...7

5.2Transliteration……………………………………………………………….8

5.3Paraphrase……………………………………………………………………9

5.4ThetechniqueofCombinedtranslation………………………………....9

5.5Adjustment…………………………………………………………………...9

6.ConsiderationsandConclusion……………………………...…………11

6.1Considerations……………………………………………………………..11

6.2conclusion…………………………………………………………………..13

从文化因素和翻译策略上简析汉语品牌名英译中文摘要、关键字…………………17

[Abstract]Abrandisaspeciallanguagesymbol,aconcentrationofsignificantfeatureofproductandacoreofcommodityculture.ButtherearestillsomeproblemsandmisunderstandinginthebrandtranslationfromChinesetoEnglish,culturaldifferenceisabigcauseofthoseproblems.SoIcomeupwiththethesisthatculturaldifferenceisamaincausewhichinfluencesthebrandtranslationfromChinesetoEnglish.AndItrytodemonstrateculturalfactorsfromculturaldiversity,differentthinking,differentsocialvaluesandotherculturalaspectswhichmakeeffectonthebrandtranslationfromChinesetoEnglishinmythesis.Ontheotherhand,Ialsoprovidewithsomebrandtranslationstrategies,theycannotonlyprovetheinfluenceofculturetobrandtransition,butsomeskillcouldbeusedinthebrandtranslation.

[Keywords]brand;culturalfactor;translation;strategy

1.Introduction

WiththeaccelerationofeconomicglobalizationandChina’sentryintoWTO,moreandmoreChineseproductsarebeinglaunchedintotheinternationalmarket.Consequently,translatingChinesebrandnamessuccessfullyintoEnglishhasneverbeenmoreimperativeandvitalthantoday.ThetranslationofChinesebrandnamesisakindofinterculturalcommunication.Itinvolvessuchfactorsaslinguisticlaws,culturalpsychology,andaestheticvalues.Asuccessfultranslationofthebrandnameshouldnotonlytransfertheinformationconcerningthecommodityorservice,butalsotransferitsculturalsignificancetotheaudienceinthetargetculture.Thisappliesparticularlytoculture-loadedbrandnamesthathavedifferentmentalassociationsindifferentcultures.Accordingtotheprincipleoffunctionalequivalence,thetranslatedbrandnamesshouldachieveaperfectlinguisticunityamongsound,formandmeaning.Thispaper,takingNida’sfunctionalequivalenceasitsframework,attemptstostudytheproblemsthatareoftenencounteredintranslatingbrandnamesintoEnglishandsuggestwaystosolvethem.

2.Brandnamesandthetranslation

Brandname,anessentialcomponentofadvertising,isthe\artofabrandthatcanbevocalized.Itis“anamegivenbyaproducertoaparticularproduct,bywhichitmayberecognizedfromamongalikeproductsmadebyotherproducers”（LongmanContemporaryEnglish-ChineseDictionaryEnglish,1988）.

Aimingtobuild,reinforce,and/orrepositionconsumers’perceptionofcertainbrand,brandnameshavethefollowingfourfunctions:

distinguishingproducts,providinginformation,ensuringguaranteeandstimulatingconsumption.Inordertobuildupagoodimageinthemarketandarousefavorableassociationsaswellaspurchasingdesireinthemindsoftheconsumers,brandnamesshouldhavethefollowingmajorcharacteristics:

shortinlengthandsweetness,sonorousanddistinct,elegantandapt,originalandnovel.

Translationisamorecomplexcommunicationthanthatwithinasinglelanguagebecauseitinvolvestwolanguages.（Jin&Nida,1984:

31）

Giventheuniquenessofbrandnamestranslation,thetranslatormustbefullyawareoftheculturalawareness,aestheticstandards,andconsumptionmodesofbothSLandTLreaders,andshouldkeepinthemindtheintentionoftheoriginalsoastotransferitsmessage（bothlinguisticandcultural）maximally,otherwise,“afailuretoreflectthespiritanddynamicsofthesourcedocumentisa‘mortalsin’”（Nida,1993）

Thetranslatorofbrandnamesshouldstriveforthefollowingtwoeffects:

（a）thetranslatedbrandnameshouldreflectthesemanticfeaturesoftheoriginalone;（b）thetranslatedbrandnameshouldhavethesameorsimilarfunctionastheoriginalone.

Thetranslatedbrandnameshouldbedelightfultotheeye,pleasanttotheear,easytoremember,aswellasbeaperfectunityofsound,form,andmeaning.Thatistoarousethesameinterestandpsychologicalempathyofthetargetconsumers,stimulatetheiraestheticenjoymentandconsumingdesire.Towardtheend,thetranslatorsmustserveasreceptorofthemessageintendedbythesourcesignandbethesourceofthemessageinthetargetlanguage.（1984:

31-50）

3.Theculturalfactorsbetweenbrandtranslationandculture

3.1ProblemsintranslatingChinesebrandnames

Brandtranslationiscloselyconnectedwithculturaldifferences.Inthesociety,cultureplaysanimportantroleinpeople’sdailylife,whichbringsgreatinfluence.Thediversityofculturedeterminesthatpeoplearealsodiverseinmanyspirituallevelstocommodityofthebrand.Theremustbemoreorlessdifference.Therefore,duringworking,peoplewhomakethebrandtranslationmustfullyconsidertheculturaldifferencesinbrandtranslationfromtheperspectiveofcross-culturalcommunication,"Existsbetweenpsychologicalandaestheticbrandtranslationpublicaverycloserelationship.Abrandisanamemaybeknownbymanypeople.Sothetranslatormustbeprettycarefulwhennamingitsinceitmayeventakebadsideifthenameisnotinaccordancewithlocalcircumstance.Ithasinfluenceonothersinpublicmoreorless.Forotherculture,weknowthatrespectandunderstandingisnecessitysincetheyareequal,oldornew.Togetthetarget,thetranslatormustbeacquaintedwiththetargetculture,onlyinthiswaytheycanbeabletoanalyzewhereisdifferentandshouldbepaymuchattention.Otherwise,misunderstandingwillcometobirthandbringaboutbadresult.

Owingtotheculturaldifferenceingeographicallocation,customs,religionandvalues,etc,peopleofdifferentculturesoftendrawdifferentassociativemeaningsfromoneandthesameword,whichcarriesthesameconceptualmeaning.Themajorconsiderationsandpossibleproblemsinbrandnamestranslatingshouldbediscussedindetails.

Brandnameshavethesameconceptualmeaningsbutpartiallyoverlappingassociativemeanings.Peopleworldwidelovethesceneofablueskyandwhiteclouds.However,thephrase“BlueSky”“蓝天”（toothpastes）isassociatedwith“bondthatcannotbepaidoff”inAmericanEnglish,soitshouldnotberenderedinto“bluesky”whentheitemisexportedtoAmerica.

BrandnamesthataboundwithassociativemeaninginChineseculture,suggestnoneinEnglishculture.Forexample,“厚朴”,aChineseculture-specificitem,isafamousChinesebrandnameoftoothpaste.WeChineseknowaboutthetraditionalherbalplantbythenameof“厚朴”（magnoliaofficinal）.Butifwetranslateitas“magnoliaofficinal”,thetranslationmaymeannothingtothetargetreadership.

Brandnameswiththesameconceptualmeanings,isdifferentornegativeinassociativemeanings.Indifferentlanguagesandcultures,thesamewordmaygeneratetotallydifferentassociations.“凤凰”（bicycle）wastranslatedinto“phoenix”.TheChinesebrandname“凤凰”isassociatedwithsuchfavorableconnotationas“auspicious”or“goodluck”while“Phoenix”symbolizes“rebirth”or“nirvana”.Thatis,itmaygeneratetheominousimplicationofanarrowescape.ManyChinesebrandnamesarenamedafteranimalsandplants.However,manyofthemarefailuresbecauseoftheirnegativeassociations.Thebrandname”蝙蝠”（electricfan）,“蝠”beinghomophonicto“福”symbolizes“luckiness,happinessandlonglifespan”inChineseculture.However,inwesternculture,“bat”is“aneeriecreaturebelievedtohavebecomeentangledinpeople’shair”andinsouthernAmerica,thebatiseventhesymbolofthebloodsuckervampire.Foranotherexample:

”紫罗兰”isabeautifulflowerwithfragranceinChineseculture.InEnglishtherearetwoequivalents,“violet”and“pansy”.Thelattercarriesthenegativeconnotationof“effeminateman;homosexual.”

TherearesomepeculiarbrandnamesinChineseandwesterncultures.OwingtothestrikingdifferencesbetweenChineseandwesterncultures,someChinesebrandnameshavenoEnglishcounterparts（“culturalgap”）.Thesebrandnamesoftenderivefrompeople’snames,namesofplacesandcharactersofmythology.“江南”（airconditioner）isanidealchoiceforthemakeofair-conditioners.AssoonastheChinesepeopleseethebrandname“Jiangnan”,aromanticplacewithbeautifulsceneryandpleasantclimatewillimmediatelyflashbeforetheireyes.Butfewwesternershaveacleargeographicconceptoftheplace,thevastterritoriessouthoftheYangtzeRiverinChina.Therefore