汽车商标的翻译Word文档下载推荐.docx

汽车商标的翻译Word文档下载推荐.docx

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TranslationoftheAutomobileTrademarks

FromtheCulturalPerspective

院（系）：

外国语学院

专业：

英语

班级：

2010级2班

学号：

2010505103姓名：

杨芸芸

指导教师：

臧红宝

完成日期：

2014年5月8日

Abstract

Inmodernsociety,thetrademarkasanessentialpartofadvertisementplaysabigroleinbusinesscompetition.Theautomobiletrademarksinthemarketnotonlyreflectthedifferentculturesbutalsobecomethecomponentofculture.Therefore,thetranslationofautomobiletrademarksisalsoacross-culturalactivity.Thetranslationofautomobiletrademarkplaysagreatroleinthebusinesscommunicationandtradecooperationamongthemanufacturesindifferentcountries.Inordertoachievetheintendedpurposeoftheautomobiletrademarkstranslation,thisthesisanalyzestrademarktranslationfromtheculturalperspective.Thispaperdiscussesfromthreeperspectiveslanguage,culture,andmarketfactorsandputsforwardfourtranslationapproachingmethodstransliteration,literaltranslation,combinationoftransliterationandliteraltranslation,adaptation.

Keywords:

trademarkwords;

culture;

translationmethods

摘要

在现代社会里，商标词是广告中不可或缺的组成部分，在商业竞争中发挥巨大作用。

商标不仅是文化的反映，也是文化的组成部分。

因此，商标翻译也是跨文化的活动。

汽车商标的翻译对中外汽车厂商之间的商业交流和合作起着重要作用。

为了实现汽车商标翻译的目的，本文从文化视角下对汽车商标词翻译进行分析。

从语言、文化、市场三个方面探讨了影响商标翻译的因素，并提出了汽车商标的翻译策略：

直译、音译、音意结合和改写。

关键词：

商标词；

文化；

翻译方法

Contents

I.Introduction1

II.LiteratureReview2

III.ABriefIntroductiontoTrademark4

A.Definition4

B.FormationofAutomobileTrademark5

1.ProperNamesUsedasAutomobileTrademarks5

2.CommonWordsUsedasAutomobileTrademarks7

3.Coinedwords8

C.FeaturesofTrademark8

.FactorsAffectingtheTranslatingTrademark.................................9

A.Language9

B.Culture10

C.Market10

.TranslationofAutomobileTrademarksfromCulturalperpestive11

A.LiteralTranslation11

B.Transliteration12

C.TheCombinationofTranslationandLiberalTranslation12

D.AdaptationApproach13

.Conclusion14

WorksCited15

.Introduction

Trademarkisofgreatimportancetotheproducts.Itisasymbolofthereputationinacompany,andanefficientmediaforthecompaniestoadvertiseandpromotetheirproducts,whichmakesthecompanyreachtheaimtoentertheworldmarket.Thebrandnameinsomewayrepresentsacompany’simage.Atrademarkisatooltomakethecommercialsgraduallyentertheworldmarketduringthecompetition,whichcanattracttheconsumers,soastoincreasethecompany’sprofits.Therefore,anothercloselyrelatedarea—trademarktranslationhasbeenpaidmoregreatinterestfortheasabridgeofcommunicationtranslationplaysanimportantrole.

Withtheautomobileindustrydevelopingfast,weneedtoattracttheconsumers’purchasingdesiretomakethecompanyprosperous.Besides,withthedevelopmentofglobalautomobileindustry,theautomobiletrademark,notonlyisadesignationofproducts,butalsoreflectsbusinessopportunityinthemarketbecauseithasanabundantculturalimplication.Therefore,itisofgreatsignificanceinthetranslationoftheautomobiletrademarknames.Infact,thecompetitioninthemarketisacompetitionamongdifferenttrademarks.Therefore,translationmethodsareconsideredasaveryimportantpartintheglobalmarketingstrategy.Andtrademarkisnotonlyasymboloftheattributionofcommercials,butalsoarepresentationofimportantsocialculture.Soitisnotaneasyjobtotranslatethetrademarksintoanotherlanguageontheconditionthatwestillkeepitsoriginalmeaning.Anditisthereasonwhyweneedtodoaresearchonsuchadirection.

SinceChinahasbeenamemberofWTO,themarketofourcountryhasbroadlyopenedupandmanyforeignmanufacturerscometoChinatostepintothecommercialmarket.Atthistime,avarietyofautomobilesappearedwhichobviouslymadetheworldmarketfocusonChina.ThemainstreamofChineseautomobilescomesfromforeigncountriesandeverytrademarkhasitsownuniquecharacter.Undersuchacondition,agoodtranslationofthetrademarkwithChinesecharacteristicsisnecessaryandeagerfortheforeigncountrytoexpanditstrademarketinChina,andatrademarkwhichcanimplyexoticflavorisofgreatsignificancetomakeChineseautomobilesexpandtheinternationalmarket.Thetrademarksalsohavebeenapartofculture,thereforethetranslationofautomobiletrademarkscanbesaidatrans-cultureexchange.

II.LiteratureReview

Atrademarknowadaysismoreoftenconsideredassomethingofrelationshipandcommunicationtotheconsumers,whichhelpspeopletorealizetheultimategoalofbrandpositioning,thatis,tosatisfytheirphysicalandemotionalneedsandpersuadethemtopurchaseproducts.（Cravens,D.W.,1998）ThisopinionthatWarrenJ.Keegan（2001）quotedinhisworkGlobalMarketingManagementreflectstheimportantrolethatthebrandp