商标翻译 毕业论文.docx
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商标翻译毕业论文
Brieftalkaboutthetrademark’stranslationandprinciple
【Abstract】
Astheincreasedevelopmentofthesocietyandtechnique,moretransitshavecomeintobeing,andtranslationofthetrademarkisdoingthesame.Therefore,theprochureandthestratagemustbedevelopeeither.Thisskillrequsethetranslatormasterthetwolanguagesexpertly.Kowningthecommonandcharacteratthesametime,conveyingtheessenceofthetrademarkefficientlyandeffectively,promotingsalesandconsumptions.Thisarticleistellingaboutthetranslationandstratageswithsomesamples,itsaysthatthemostimportancethingduringtranslatingprocessisright,faithfulandaccurate.
【keywords】
trademark;tanslationmethod;translationprinciple;precautions.
1.Introduction
Withthedevelopmentofthesienceandtechnology,internationaltradehasbecomethesignifientmomentumofpromotingcountryecocomicdevelopment.Andarighttranslationofthetrademarkwhichsellstootherscountrycanactasthevitalelement.Thus,wemustobeysomerulesintranslation.Translationmustbecorrespondwithmark’sfeature.Furthermore,embodythemeaningcorrsectly,ennovatly,flexibletalyandbrieflyisalwaysneeded.Translationshouldreachtheeffectofthoriginalmarkword,sothatcostumersarewillingtoacceptthegood’simformation.Justtodothiscanweobtianthedesiredeconomicbenefit.BesidethdbasicrulesImentionedabove,weshouldalsofollwsomenacessarytranslaitonstrategy,withthiswaycanthetranslationmatchthecustominothercountrytoachievethegoleofattractingmorecustomers.Thisarticleexpatiatesaboutthetrademarktranslatingintranslationprincipleandstrategy.Ituseasourceofreferenceofsometranslationmethod,andsumupsomeofthetranslationstrategies.Inaddition,itlistsomecautionstodifferenttrademarkduringtranslating.Thearticleisveryhelpfultothesaler,translatorandeventotheconsumer.Toknowsomethingaboutthemerchandisecanletthemmakeagooddicition,toavoidsomeloss,tohaveabettertranslatingfeeling.
2.overviewoftradenames
2.1.definitionoftradename
Tradenameisamarkconsistofword,graph,letter,digitand3Dmark,andcolourforpeopletoidentifyingthatprintedontothemerchandisebythemanufacruerorseller..(………)
3.mainstrategyoftranslatingtrademark
3.1.literaltranslation(metaphrase)
Literaltranslationreferstotranslatethetrademarkdirectly.Thisisacommonmethod.Thisisthemostbasicmethod.Toexpressthemeaningistheinitialpopurseofthetranslationwork.Takethisliteraltranslationapproach,wecanconveytheoriginalmeaningofthetrademark.Thetranslatedformcanbereadmoreeasierly.Ithasthesamepromotionaleffectastheoriginalone.Forexample,wehavemanyexportgoodsarenamedtheirtrademarkinflower,biresandmanyotheranimal’sname,thosetrademarkaretakeliteraltranslaion.SomeimportbrandsuchasAmericanStandard(美标洁具),Crown(皇冠轿车)etc.AndsomeexportbrandlikePanda(熊猫),LittleSwan(小天鹅),Dynasty(王朝葡萄酒)etc.Thesetranslatedtrademarkshaveacommonfeaturethatconsrumerwillhaveafavorableimpressionoutoftheirdeepheartthatpushthemtocarryouttheirpurchasingbehavior.Sothat,thebusinessmencaneasyiertoachieveprofitabilityultimately.
3.2.transliteration
Transliteraionisatranslationmethodthatbasisonkeepingtheoriginalpronunciationtofindoutthesameorsimilarpronunciationwordfromanotherlanguage.Transliterationmustcomplywiththeforeigngrammaandnottocausesomemisunderstandingorwrongassociation.
Tousethisapproach,translatormustadopttheprinciplethattranslatedformshouldascloseaspossiblewiththeoriginalpronunciation,andmustusetheneutralterm.Wehavemanybrandtranslatedinthiswayinsomehigh-techproduct.SuchasSiemens(西门子),Buick(别克),Sony(索尼),NOKIA(诺基亚).
Therearealsosometranslationsofmanysuccessfulforeigntrademarkcombinethechinesecultureandchineselanguage,thosetranslationareconsistentwiththechinesepsychologicalpractiseandtheapiceoforientalculture.Forinstance,themostfamoussportbrandNIKE(耐克),thistranslatingmakespeopleassociatewiththephrase”abrasionanddurable”,it’smoreinlinewiththechineseconsumer’spsychology.
3.3.translationandtransliteration
Theintegrationoftranslationandtransliterationcanbedividedintohomophonicpuntermandmoralterm.Homophnicpunreferstotranslatewithbothtransliterationandliteraltranslation,thatistosaythewholeorpartoftheoriginaltrademarkistranslatedwithsomefixandeffectivewordswhichcomefromtherelativetranslationandtransliteration.Thenputthemtogethertobeacompletetrademark.Biotherm(碧欧泉)isatypicalexample.It’safamousfrenchcosmeticbrand.Translatoradoptthiswaytonameditandmeetthemindsofbeautyofpeopleinanothercountry.Whenpeopleheartheword”碧”and“泉”,theycomeupwithafreshfeelingthatjustlikefreshwaterflowsdownyourfaceandgoesdeepinside.Itindicatesthatthisprodcutcankeeptheconsumer’sskinhealth,roseate,moisturizingbyspring.
Themoraltermreferstothepronunciationshouldbesimilartooriginaloneandthemoralisthemostimportantthing.Moralmeaningmustbecomplywiththecharacterofthetargetlanguage,theconsumer’spsychologyandthecustom,stimulatesomeusefulassociationandpurchasingdesireandleadthemtofullfilltheirbuyingbehavior.Someoldfashionbrandarere-emergeinginthesedays.Theirtrademarksaretranslatedinthisway.SuchastheWarrior”回力”,thisasuccessfulexample.Theword”回力”means”powertochangenature”inchinese,andthe“Warrior”meansthe“hero”inenglish.Bothofthetwowordsarethegoodmeaning,andthebrandnamemeansthat“Youcanhavethepowertochangenatureandmakeyoudreamcometurewiththewarriorshoes”.Thereisanothercigarettebrandcall”BallMall”,itschinesenameis”顺”.Thereisnothingabouttheword”顺”nomatterintransliterationortranslation.Butthebrandnamearesimilarinitspronunciationinchinese”波泊浪殁”because“Ball”soundslikethechineseword”波”,and“Mall”soundslike”殁”.Thatistosaytheseaiscalm.Youcangosmoothlywhenyouaresailing.Chinesepeoplesayit”一帆风顺”,“顺”isshortfor”一帆风顺”.
3.4.拼译法
Thismethodreferstousetwoormoreenglishwords,etymasandaffixestoexplainthechinesetradename.Itcannotonlydiminishthelanguageobstaclemostly,butalsoabsorbsomewesternmeritandremainconsiderablefreecreatespace.Wecanavoidsomeculturebarrierandexpressthecharacteristicofnationalcultureinsomedegreethroughhamonic.AblocinShanXiprovincenamedCaihongre-namedIRICO.ItcombinewithIRIXandCORPORATION.IRIXisaGreek(Grecian)nymphofrainbowwhopropogategoodnews.It’sverymeaningfulwithadistinctinternationalimage.
3.5.syllablesubtraction
Syllablesubtractionistoleaveoutthewordwhichistoolonginlengthofthetrademark.Weareusedtousetwoorthreesyllablewhentransltingaenglishtrademark.Twosyllableconformtochinesepeople’saesthtichabit.Threewordsmarkarederivefromchinesetraditionaloldbrand.Like“同仁堂””全聚德”etc.It’sverynecessarytocutoffsomecomplexsyllable.Sometranslationshouldlistoutthemultisyllabletotoworthreewordstrademark.McDonald’siswellknowninmanycountries.Wedon’tsay”麦克当劳”inchinese,andjustsavetheletter“c”andsay”麦当劳”,that’smoreconvenienttosayout.
3.6.addingword
Addingwordsreferstoaddsomewordstothetrademarkaftertranslatingthemainideawhenitneededtobe.Thereasonwhytranslatorchoosethismethodistohighlightthepromotionandtoattractconsumer.Theuppermostprincipleisthatthewordaddedmustbematchtothetheoriginaltrademarknomatterthemeaningorsound,orelseitgosetobeposticheandredundant.Forinstance,Colgate(高露洁)addtheword“洁”,anditembodythefunctionofcleaning.
4.translationprinciple
4.1.purposiveness
Thefinalpurposeoftranslationistomeetthatcountry’sconsumer’sneedandletthemknowthefeature,functionandutility,toawakentheirnoticeandpurchasedesire.It’sthementalintentionoftranslatingtrademark.Translationmustbeonthebasisofthisnomatterwhattranslationmethodwechoose.That’scalltheprincipleofpurposiveness.
It’sveryimportantfortranslatortotranslateatrademarkcorrectly,becauseagoodnameisdirectlyrelatedtothemerchandiseeventheenterprisefate.ForexampleCocaColaistranslatedwith”口渴口腊”isabadcase.Peoplewillalwaysassociatewithabadfeelingjustlikeeatingwaxwiththistranslation.Consumerhavenopassionofbuyingthiskindofbeverage.Achinesepeoplere-translatedit”可口可乐”andsalesvolumegoesstraightclimb.Itmeansnotonlyenjoydiliciousfoodandhappiness,butalsohittheexpectationofconsumertobuydrinks.”可口可乐”isinkeepingwiththeaspirationofpeople.EnterprisecangetaimpressiveturnoveronlyifhaveagoodtrademarkandthecapitalofCocaColaplaceahighposition.
4.2.音美原则-------brief,vowel,readable(legible)
Inordertoattractconsumers,businessmenalwayspaytheirattentiontothepronunciationofthetrademark.Translatorhavetochooseringent,binauralandvowelrhymephrasesaccordingtodifferentfeatureofdifferentlanguage.Theytrytheirbesttokeepthatfeatureandstrengthentheeffectofpronunciation.Trademarksoundsbriefpowerfulandlegible,andthenitmustbecomlaywiththepeople’saestheticstandard.Mostintertranslationexampleofthetrademarksshowusthattranslationoftrademarkmustobeythebrief,vowelandreadableprinciple.
4.2.1.englishtochinesetranslation
Translstorshouldbetterchoosetwoorthreewordsinordertofitchinesefeaturewhentheyaretranslatingenglishtrademark.Weallk