商标翻译.docx

商标翻译.docx

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商标翻译

Acknowledgements

Firstandforemost,Iwouldliketoexpressmydeepestgratitudetomysupervisor,ZHANGShunsheng,arespectable,responsibleandresourcefulscholar,withoutwhoseunceasingsupportandpatientguidance,thepresentthesiswouldnothavecomeintobeing.I’mofteninspiredbyhisgreatknowledgeandpersonality,fromwhichIhavelearntmorethanwhathasbeenexpectedfromthisstudy,andI’msuretheywillbenefitmeallmylife.

 Furthermore，IshallextendmythankstotheotherteachersofSchoolofForeignLanguages,especiallyCHENGuang-pingandLIUZhao-xiang,whohavegivenmeinvaluablehelpfromthestartofwritingthisthesis.Withouttheirunselfishhelpandencouragement,thechallengeoffinishingthisthesisaloneisbeyondimagination.

Lastbutnotleast,I'dalsoliketotakethisopportunitytoconveymysincerethankstomyfriends,especiallymyroommates,DINGYajunandCHENBoforthegreatexperiencetheyhavesharedwithmeaswellastheirprecioussuggestionsandsupport.

摘要

随着经济全球化进程的加快，诸多企业经营逐步走向国际化，商标翻译对于企业成功将其产品推向新市场的重要性不言而喻。

目前已有不少翻译专家、学者针对商标翻译做了研究和探索，由于角度的不同，形成了诸多流派，然而它们普遍存在着一些局限性。

而20世纪90年代晚期由维索尔伦提出的顺应论，能很好地适应语言及商标本身的特性，且符合商标翻译的要求，能够对成功的商标翻译起到良好的指导性作用。

关键词:

顺应论；商标翻译；文化

Abstract

Undertherapidspeedoftheglobalizationprocessandtheinternationalizationprocessofworldlycompanies,theimportanceoftrademarkstranslationtothesuccessofthecompanies’productsinforeignmarketsisself-evident.Sofar,therehavebeenagreatnumberofexpertsandscholarsstudyingandexploringthewaysandmethodsoftrademarkstranslation;duetotheirdifferentstartingpointsandperspectives,lotsofacademicsgroupshaveemerged.However,somelimitationsareprevalentinthesestudies.AdaptationTheory,whichwasintroducedbyJefVerschuereninthelate1990s,canadapttotheparticularityoflanguage,cultureandtrademarksbetterthantheothertheories,andthereforecanplayavitalguidingroleintrademarkstranslation.

Keywords:

AdaptationTheory;trademarkstranslation;culture

Contents

Introduction1

1.AnOverviewofTrademarksTranslationandAdaptationTheory2

1.1TheDefinitionandFunctionsofTrademarks3

1.2TheSignificanceofTrademarksandTheirTranslation3

1.3TheCharacteristicsofTrademarksTranslation4

1.4TheContentofAdaptationTheory4

2.TheCriteriaofTrademarksTranslation5

2.1EasytoMemorize5

2.2DistinctivefromSimilarProducts…5

2.3IndicativeoftheProduct’sCharacteristics6

2.4SustainableintheLongTerm6

2.5RelevanttotheOriginalTrademarks6

2.5.1PhoneticRelevance7

2.5.2SemanticRelevance...7

2.5.3SymbolicRelevance..8

3.TranslatingStrategiesofTrademarksfromAdaptationTheory’sPerspective9

3.1Product-orientedAdaptation9

3.2PoliticalSystem-orientedAdaptation10

3.3AestheticSense-orientedAdaptation11

3.4Culture-orientedAdaptation11

3.5Consumers’Psychology-orientedAdaptation13

Conclusion14

References16

TranslatingStrategiesofEnglishTrademarksfromthePerspectiveofAdaptationTheory

Introduction

Thetrademark,asanefficienttoolforcompaniestoadvertiseandpromotetheirproducts,hasspecificsymbolicmeaningaswellasprofoundindicativemeaningsandembracesuniquecommercialandculturalinformation.Itisnotonlyregardedasawindowdressingoftheproductsbeingsold,butalsoaguideforconsumerstoknowandpurchaseproducts,providinggreatbusinessopportunitiestoitsowners,i.e.thecompanies.Therefore,inmodernsociety,thetrademarkplaysasignificantlyvitalroleinbusinesscompetition,especiallyintheglobalsense.Theinternationalcompanieshavethenattachedgreatimportancetotranslatingtheirtrademarkssoastostimulatetheconsumptionoftheirgoodsinnewforeignmarkets.WiththetrendofglobalizationofworldeconomyandChina'ssuccessfulentryintoWTO,variousforeignproductsfloodincreasinglyintoChina'smarket,leavingamuchfiercercompetition.Thus,howtotranslatethetrademarksintoChineseperfectlybecomeseverycompany’sfirstconcern.

ThenumberoftrademarksregisteredinChinabyforeigncompanieshasbeengrowingreallyfasttheseyears.StatisticsintheAnnualDevelopmentReportonChina'sTrademarkStrategy2010publishedbyChinaTrademarkOffice（CTMO2011:

133）showthatintheyear2010,thenumberoftrademarksregisteredinChinabyforeigncompaniesis108,510,whichhasincreasedby58.5%morethanthatin2009,and240.5%morethanthatin2008.Bytheyear2010,atotalof523,842foreigncompanieshaveregisteredtheirtrademarksinChina.AlthoughnotallofthesenumbersrepresenttheChinesetrademarksthathavebeenregisteredbyforeigncompanies（somearestillinforeignlanguage）,tosomedegree,theyindicatetheimportanceandurgencyforthetranslationofforeigntrademarks.

Inthepastthirtyyears,numerousscholarsandresearchershavebeenstudyingthetranslationoftrademarksandmadeconsiderableexplorationsinthefieldoftrademarkstranslationindifferentaspects.TheauthorofthepresentthesishascollectedmorethantwentyessaysrelatedtotrademarkstranslationwhichhavebeenpublishedinthepasttenyearsinthethreeleadingtranslationjournalsinChina（namelyChineseTranslatorsJournal,ChineseScience&TechnologyTranslatorsJournal,andShanghaiJournalofTranslators）andsomeotheracademicjournals.Inthesestudies,theauthorhasnoticedthatmostoftheseessaysarebasedonthetheorieslikeFunctionalEquivalenceTheory（Nida1964）,SemanticTranslationTheory（Newmark1981）,or“Faithfulness,ExpressivenessandElegance”proposedbyYANFu（January,1854）,etc,whichhavealreadybeenprovedtobedefective.Forexample:

1）Duetothesharpdifferencebetweenthesourcelanguageandthetargetlanguage,thecompletefunctionalequivalenceisfarfromreliableboththeoreticallyandpractically;therefore,consumerswouldnotacceptthetranslatedtrademarks,andhencethegoaloftrademarkswouldnotberealized.

2）Sometranslationstudiesrelytoomuchonthenotionofbeingloyaltothesourcelanguage,andthereforelackthecreativenessandrestrictthedevelopmentoftrademarkstranslation.

3）Someofthepreviousstudiesareonlyconcernedwiththespecifictranslatingskillsandmethodsbymerelydiscussingtheexamplesoftranslatedtrademarksratherthananalyzingthetranslationonatheoreticalbasis，hencelackingtheoreticalconsiderations.

Giventhesesituations,thenewpragmatictheory---AdaptationTheorymaywellbeabetterchoicefortrademarkstranslationduetoitsgreatflexibility.Thistheorymakesabreak-throughoftheconceptoftraditionaltranslatingtheories,andprovidesanewperspectivetotrademarkstranslation.Accordingly,thisthesisfocusesondiscussingabettertrademarkstranslatingstrategyinthelightofVerschueren’sAdaptationTheory.

Thisthesisconsistsoffourparts.PartOnemainlytalksaboutthesignificanceandsomecharacteristicsoftrademarkstranslation,andintroducesAdaptationTheory,includingitsoriginaswellasitscentralpoints.PartTwo,byemployingbothsuccessfulandunsuccessfultranslationexamples,discussesthefivecriteriaoftrademarkstranslation.PartThree,proposesthetranslatingstrategyofEnglishtrademarksbyelucidatingthefivemodesofAdaptationTheory.PartFouristheconclusionofthisthesis,inwhichtheauthorhasbroughtabouthisviewtowardstheorientationoftrademarkstranslationinthenearfuture.

1AnOverviewofTrademarksTranslationandAdaptationTheory

Withtherapiddevelopmentofglobaleconomy,trademarksaswellastheirtranslations’impactonthesuccessofbusinesshasbeenrecognizedbymoreandmoreentrepreneurs.However,totranslatetrademarkswellisnotasimpletask,forthetranslatorsshouldfirstofallacquaintagoodunderstandingofthefunctionsandcharacteristicsoftrademarks.Thereafter,theymustfindsomeguidingtheories,forexample,AdaptationTheory.

1.1TheDefinitionandFunctionsofTrademarks

Atrademark,asdefinedintheNewOxfordDictionaryofEnglish（Pearsalletal2001:

1964）,isasymbol,wordorwordslegallyregisteredorestablishedbyuseasrepresentingacompanyorproduct.Thebesttrademarks,whichareinstantlyrecognizable,usuallyconjureupinthemindsofexistingorpotentialcustomersthingslikequality,dependability,orattheveryleastthesourceofthegoodsorservicesbeingbought.Examplesofwell-knowntrademarksare:

Coca-Cola（thetrademarkoftheworld’sbiggestsoftdrinkcompany）,Nike（thetrademarkoftheworld’smostpopularmanufacturerofsportswear）,andGoogle（thetrademarkoftheinternetcompanywho’ssearchengineownsthemostusersintheworld）.Whenconsumershearorseethesetrademarks,theimagesofthecompaniesaswellastheirproductsorserviceswillbeformedswiftlyanddirectlyinconsumers’minds,andtheyhaveanunneglectableimpactonconsumers’decisionsincetherearesomanychoicesinthemarket.

1.2TheSignificanceofTrademarksandTrademarksTranslation

Oneoftheprincipalaimsofabusinessistobuildupthereputationofitsgoodsorservices.Ifatrademarkisproperlypromotedandprotected,itcanbeaveryvaluableassetforanybusinessandcanbeworthmuchmorethanthebricksandmortarofabusinessinsomecircumstances.Then,peoplemayask,“Howvaluableisatrademark?

”Today,therehasbeenmuchtalkabout“theshopfront”and“theHighStreet.”Thesetermsareusedcolloquiallytorefertobusinessvisibilityandcompanyprofile.ToprovidesomeindicationofthevalueofatrademarkoneneedstolooknofurtherthanCoca-Cola,whichisimmediatelyrecognizable,foritisnotonlyaniconforcapitalismandprivateenterprise,but