自考英语本科论文文档格式.docx

自考英语本科论文文档格式.docx

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商标本身有着重要作用，甚至能决定产品的成败。

因此，研究商标翻译是一项必要的而且紧迫的任务。

商标翻译最大的障碍就是文化差异。

在本文中，除了对商标的基本认识，还重点说明了商标翻译中出现的文化差异现象及在商标翻译中出现的问题。

本文结合以上的发现为避免文化冲突而提出了一些翻译方法及应遵循的基本原则。

关键词：

商标；

文化差异；

因素；

翻译方法；

原则。

Abstract

Withtheglobalizationofworldeconomy,moreandmorepeoplehaverealizedtheimportanceofgoodtrademarkinpromotingsale.Brand-namingitselfrepresentsanimportantissueandmaydeterminethesuccessorfailureofaproduct.Itisthereforenotonlynecessarybutalsourgenttostudyonbrandnamesandbrandtranslation.Themainobstacleofbrandtranslationisthedifferentcultures.Then,in 

thispaper,apartfrom 

somebasicunderstandingaboutbrandnames,the 

culturaldifferences 

arepresentedandsomeexistingproblemsintranslatingbrandsaregiven.Basedonthesefindings,thispaperfurtherexploressometranslatingmethodsandgeneralprinciplesinordertoavoidculturalconflicts.

KeyWords:

trademark;

brandnames;

culturaldifferences;

factors;

translatingmethods;

principles.

Introduction

AstheAmericanMarketingAssociationgivesthedefinitionofbrand,itisaname,term,sign,symbol,ordesign,oracombinationofthem,intendedtoidentifythegoodsorservicesofonesellerorgroupofsellersandtodifferentiatethemfromtheseofcompetitors（Kotler443）.So,goodbrandnamesarethebestadvertisementsforcommodities.Aneffectivebrandcanpromotetheamountofaproductandenhancethevalueofaproduct.Consequently,manufacturersstressimportanceofbrandnaming.Thereisnodenyingthattrademarktranslationplaysanimportantrole.

Cultureshapeslanguageandthenlanguageshapesculture.Brandtranslationisalsotheactivityofcross-culturalcommunication.Differentculturesmustbetakenintoconsideration,alsocustoms,andestheticmeritsandsoon.Itisnotaneasyworktodeviseaneffectiveandimpressivebrandname.NeitheristhebrandtranslationbetweenChineseandEnglish,becauseitinvolvesculturaldifferences,whichcannotbeneglectedorwillleadtobadeffect.Thisstudymainlyinvestigatesculturaldifferencesintrademarktranslationandputforwardconsequentmethodsorstrategiesbasedonthesefindings.

Ⅰ.CharacteristicsandFunctionsofTrademark

Fromthedefinitionofbrandmentionedabove,itiseasytoimagineitsgeneralcharacteristicsandfunctions.Itisnecessarytoknowabouttheminordertoresearchtrademarktranslationfromtheperspectiveofculturaldifferencesandputforwardsomepropermethods.Thispartfocusesonthemindetail.

1.1CharacteristicsofTrademark

Asthesymboloftheactualproduct,brandshavethefollowingcharacteristics:

Firstofall,brandisamarkwhichiscloselyconcernedwithacertainproductorservice.Ifthereisnoconnectionbetweenthem,thevalueofthebrandcannotbeachievedandthebrandhasnosignificanceatall.Secondly,brandhasthecharacterofdistinguishingoneproductorservicefromanotheranditcanachievecompetitiveadvantages.Thirdly,brandhasaparticularfeature:

itiseasytobereadorunderstoodbyreadingtheword,sign,symbol,orthecombinationofthem.Bydoingso,itcanimpressconsumersdeeply.

1.2 

FunctionsofTrademark

Asthedevelopmentofeconomy,brandmaybeakindofeconomicsymbolmorethanamarkoftheproductorservice,justbecauseithasusefulfunctionstowhichpeoplepayattention.Thereareseveralmajorfunctionsasfollows:

1.2.1 

DistinguishableFunctions

Asdifferentpeoplehavedifferentfaces,brandsalsohavedifferentnames,whichcanidentifyproductfromothers.Bylookingatthebrand,onecaneasilyknowwhichkindofproductsitis,justasbyseeingthefaceofperson,weknowwhohe/sheis.Brandsarethesignaturesofproductsandnoneofthemarerepeated.Inaddition,brandshelpconsumestodistinguishacertainproductfromothers.

1.2.2 

InformativeFunction

Sincebrandsaresignsofproducts,therearecloserelationsbetweenbrandsandproducts.Brandsmayprovidesomeinformation,suchasthesourceofproduct,theplaceofproduction,thematerialusedintheproduct,thefunctionoftheproducts,andthenameoftheproducer,etc.Forexample,“Fort”indicatesthefounderofthiscarcompany---“Fort”.“Coca-Cola”isbasedontheproductsoriginalconstituentsextractedfrom“coca”leavesandfromthe“cola”nuts.“Champagne”showsthefamousplaceofproducingwine.

1.2.3 

StimulatingConsumption

Accordingtotheinvestigation,mostconsumersalsotakethestyle,thecolorandotherrelatedfactorsofbrandsintoconsiderationwhentheychooseproducts.Forexample,inChinaCoca-Coladesignedinredcolorismorepopularthanthat