中西方文化差异中的英文商标翻译Word文件下载.docx

中西方文化差异中的英文商标翻译Word文件下载.docx

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Introduction………………………………………………………………………………………..1

1.TheSignificanceofTrademarks…………………….……………………………………….....1

1.1DefinitionofTrademarks………………………………………………………………...1

1.2FunctionsofTrademarks…………………………………………………………...……1

1.2.1StimulatingConsumption……..……………………………………………………….1

1.2.2CulturalFunction………………………………………………………………………2

1.2.3TheFunctionofAdvertising…………………………………………………………...2

1.2.4InformativeFunction…………………………………..………………………………2

1.2.5EconomicFunction…………………………………………………………………….2

1.3TheImportanceofGoodTrademarkNames…………………………………………….2

2.TheFeaturesofChineseTranslationofEnglishTrademarks……………………….….………3

2.1Equivalence………………..……………….…………………………………………….3

2.2Popularity……………………………..….………………………………………………3

2.3Sensation………….………………………..…………………………………………….3

2.4Deepness…………………………………...…………………………………………….4

3.ChineseandWesternCulturalDifferencesontheInfluenceofEnglishTrademarkTranslation…………………………………………………………………………….………4

3.1Thinking-patternDifferences………………………………………………………….4

3.2SocialValueDifferences………………………………………………………………..4

3.3NationalPsychologicalDifferences…….……………………………………….…..5

3.3.1NationalValues………………………………………………………………………...5

3.3.2ReligiousBeliefs……………………………………………………………………….5

3.4AestheticInterestDifferences…………………………………………………………6

4.TranslationStrategiesofEnglishTrademarks………………………………………………….6

4.1Transliteration……………………………………………………………………………6

4.1.1PureTransliteration…………………………..……………….……….……………….7

4.1.1.1People’sNamesTrademarks…………..……….…………………………………….7

4.1.1.2PlacesTrademarks………………………….……………………………………..7

4.1.2HomophonicTranslation……………………………………………………………7

4.1.3OmissionoftheTone………………………………………………………………..7

4.2FreeTranslation……………………………………………………………………….8

4.2.1PureFreeTranslation…………………………………………………………………8

4.2.2ChoosingFreeTranslation……………………………………………………………8

4.3CombinationofTransliterationandFreeTranslation………………………………….8

4.4QualityTranslation…………………………………………………………………....9

4.5EffectivenessTranslation……………………………………………………………9

5.SomePrinciplesinEnglishTrademarkTranslation……………….………………………......10

5.1ReflectingCommodityPerformanceandItsFeatures………………………………10

5.2CateringtoMentalityofChineseConsumers…………………………………………10

5.3RespectingChineseTraditionalCulture………………………………………………10

5.4BeConciseandAesthetic……………..….……………………..…………………10

Conclusion……………………………………………………………………………………….11

Bibliography……………………………………………………………………………………..12

Acknowledgement……………………………………………………………………………….13

Introduction

Trademarkisasymbolofaproductintheformofoneormorewords（OxfordDictionaryofBusiness,MarketHouseBookLtd,1990）.Itstandsforthequality,function,after-saleservicesandotherimportanttraitsoftheproduct.Anditisnotonlyalogo,alsoalure,thefinalgoalwhichistoattractcustomersandsellcommodities.Thetranslationoftrademarksbelongstothefieldofbusinesstranslationandalsohasitsowndistinguishingfeatures.AsstatedbyanAmericanscholar,“Agoodtranslationofabrandnamecanbringmillionsofdollars’differenceintheproductsellsrecord.”（包惠南，2001:

28）

Withtheglobalizationofworldeconomy,especiallywithChina’sentryintotheWorldTradeOrganization,moreandmoreforeignproductsarefloodingintoChina.Forthis,atrademarktranslationhasbecomeanincreasinglysignificantpartofmarketingstrategy.Itisthereforenotonlynecessarybutalsourgenttostudyonbrandnamesandthebrandtranslationtoupgradetoanewlevel.Awell-translatedtrademarkwillhelpattractcustomersandinspiretheirenthusiasmforpurchase.Atrademarktranslatedimproperlysometimeswillbringnegativeeffectsorevenleadtospoiltheimageoftheproduct.Asweknow,therearesomedifficultiesinthetrademarktranslationwhenatranslatortranslatestrademarksintoseverallanguagesowingtotheculturaldifferences.Then,inthispaper,somegeneralknowledgeabouttrademarkandtheculturaldifferencesbetweenChineseandWesternareshown.Whatismore,inordertoavoidtheculturalconflictsduringthetranslation,sometranslationstrategiesareprovided.Andattheendofthepaper,somegeneralprinciplesoftrademarktranslationaregiventobeagoodtrademarktranslation.

1.TheSignificanceofTrademarks

1.1DefinitionofTrademarks

Atrademarkisshownbyaname,aword,asign,asymboland 

adesign.Itisusedtoidentifytheproductsandservicesofoneselleroronegroupofsellersandtomakethemdifferentfromtheircompetitorsinthesamelines.（王向华，2003:

12）Inotherwords,thetrademarkisregardedasthesymboloftherealproduct.Trademarkisasynthesisofallthesefollowingelements:

aesthetic,rationalandemotionalandcultural,whichisaperceptioncreatedinthemindofconsumerswhoattributetobeliefsandvaluestotheproduct.（吕晔，2005）Trademarksareprintedonthesurfacesoftheproducts,packages,andemergedinsomepublicplaces.

Trademarkshavethefollowingthreefeatures:

firstofall,trademarkhasthecharacterofdistinguishingoneproductorservicefromanother.Second,trademarkisamarkwhichisconcernedwithacertainproductorserviceclosely.Third,trademarkhasaparticularfeaturethatitiseasytobeunderstoodbyreadingtheword,sign,andsymbolaswellasdesign.

1.2FunctionsofTrademarks

Ononehand,withthedevelopmentofworldeconomy,trademarkplaysmoreandmoreimportantroleintheInternationaltradeanditssignificanceisrealizedbymostfamouscompanies.Ontheotherhand,trademarkisakindofeconomicsymbolnotjustamarkoftheproductorservice.NowIwillshowyouthattrademarkshavefivefunctionsasfollows:

1.2.1StimulatingConsumption

Variousimagesandnamesaswellasthestyleonthepackageadoptedbytrademarkshavemuchinfluenceonstimulatingconsumers’purchasingdesire.Withtheimprovementoflivingenvironmentandconditions,peoplewanttobuymuchmoregoods,namelytheluxury.Trademarksdesignerstrytomakethesetrademarksassmartaspossibleandasuniqueaspossible.Generallyspeaking,trademarkshavemuchinfluenceonthestimulationoftheconsumption. 

Mostconsumerschoosetheproductsaccordingtothetrademarkstheyarefamiliarwithorlike.Childrenchoosethegoodsaccordingtothecolorfuldesignsonthepackage.Forexample,“OilofOlay”isatrademarkofacertainactivehydratinglotion.Thearticlesnamedafterthenamesoffamouspersonscanalsostimulatetheconsumptionbecauseconsumersworshipthemandhavethepsychologyofimitatingthem.Forexample,sportswear,“LI-NING”,iswelcomedbysportsfans.

1.2.2CulturalFunction

Inmodernage,theenterpriseisnotonlythemainforceofeconomicdevelopment,butalsocultivatesadvancedbusinessculture,andadvocatestheconceptionofhealthylife.Infact,theenterprisecandevelopssustainably.Ithinkthemainreasonisthatitcannotlivewithouttheprofoundculturalfoundation.Trademarkistheexpressionofenterprisecultureandmanagementtheory.Structure,formsandthepropagandawayoftrademarkalwaysconveysocialenterpriseculture.Manywell-knowntrademarksalreadycontainrichhistory,geographyandartknowledge,andalsoshowatrademark’sownerwithpeople-orientedmanagementideaandtheenterpriseculture.（吕晔，2005）

1.2.3TheFunctionofAdvertising

Trademarkisatoolofmodernbusinesspromotion,throughitreleasescommodityinformationandstandsoutitsfeatures.Prominentandconcisetrademarkcanattracttheattentionofconsumersanddeepentheirimpressiononit.Consumersareattractedtochoosegoodsfortheprominenttrademark.Inreality,trademarkbecomesaninvisibleadvertisement.

1.2.4InformativeFunction

Sincetrademarksarethemarksofproductsorservices,theymusthavesomethingtodowiththem.Inotherwords,trademarkscanshowthefeaturesofproductsorservices.Mosttrademarkscanprovideinformationaboutproductsorservices,suchastheplaceofproduction,theoriginalmaterialusedfortheproduct,thefunctionsoftheproducts,andthenameoftheproducerandsoon.Forexample,“Coca-Cola”isbasedontheproduct’soriginalconstituentscollectedfrom“cola”leavesandfromthe“cola”nut.“康泰克”meansrestoringthehealthofthepatient.

1.2.5EconomicFunction

Trademark,especiallythewell-knowntrademarkisaverylargewealthfortheenterprise.Inmodernsociety,thetrademarkhasbecomeanimportantintangibleasset,andisalsothesymbolofenterprise.Asocialvisibilityoftrademarkoftencontainslargecommercialvalueandbringsrollingprofitsforenterprise.Inthemodernera,itisnecessarytoestablishafamoustrademarksothattheenterprisecanexpanditsmarket,andwinovertheopponentsinthefiercecompetitioninthisline.

1.3TheImportanceofGoodTrademarkNames

Agoodtrademarknamecansavemillionsofdollarsforenterprisesbecauseitcarriesitsownmeaning,describestheproduct’sadvantages,andmakestheproductdifferentfromitscompetitorssothatitcanhelptheenterprisestoearnmuchmoreprofits.Byreadingthegoodtrademarknames,itiseasytoknowthecharactersofproductsandthentelltheproductsfromonetotheother.Besides,agoodtrademarkhasthefunctionofdistinguishing,providingtheproduct’sinformationandstimulatingconsumptionandsoon.Agoodtrademarkisaverygoodadvertisementfortheproductandhelpstotakeinalargermarketallovertheworld.Therefore,theenterprisesalwaystrytheirbesttoexplorethetrademark’scommercialcharmingfromeveryaspect.

2.