英语论文式样.docx

英语论文式样.docx

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英语论文式样

OnCuxxxxxxxxxxxxxxxxxxxxxxxxxrks

姓名

（No:

12005020xxxx,Grade:

200x,Major:

PracticalEnglish,ForeignLanguagesDepartment,MinjiangUniversity）

[Abstract]Thexxxxxxrkisusedtoidentifytheproductsofanindustryoracommercialenterpriseoragroupofsuchenterprises.Itplaysanimportantroleinsellingproducts.Forthetrademarkperformsthefunctionsofdistinguishing,advertisingandprovidinginformationofproducts.Asaresultofeconomicglobalizationandfiercecompetition,thetrademarkbecomesmoreandmoreinternationalized.Duetoitsimportance,manufacturersalsopaymoreattentiontotranslationoftrademarks.Successfultranslationoftrademarkscouldattracttargetconsumersandstimulatethemtopurchasetheproducts,whichyieldsignificanteconomicbenefitstoenterprises.Whilepoortranslationmightcauseseriouseconomiclossestoenterprises,evendamagetheimagesofthem.Intrademarktranslation,themajorproblemisculturaldifferences.Peopleindifferentcountriesholddifferentopinionsaboutthesamethingbecauseofculturaldifferencesthatarecausedbydifferentgeographicalenvironments,historicalbackground,etc.Therefore,itisnecessaryfortranslatorstoseethroughculturaldifferencesfirstwhentheytranslatetrademarks.Andonlywhentheywellunderstandtheculturaldifferencesandusingappropriateskillsoftranslation,willtheytranslatetrademarkssuccessfully.

Keyword:

trademarks;culturaldifferences;translation

论xxxxxxxxxxxxxxxxx翻译

汉语姓名

闽江学院外语系实用英语专业200x级学号：

12005020xxxxx

【摘要】商标是商品的标记。

商标自诞生以来就在商品贸易中起着举足轻重的作用。

它可以区别不同商品生产者或商业服务提供者的商品或服务；可以让消费者了解商品或服务的特点；还可以为商品作广告宣传。

由于经济的全球化和市场竞争的激烈化，商标的国际化特征更加明显。

商品拥有成功的商标译名，就能够吸引国外的消费者，激发他们的购买欲望，进而达到推销商品的目的，为企业带来巨大的经济效益。

而不成功的商标翻译则会给企业带来巨额的经济损失，甚至破坏企业的形象。

在商标翻译中，最大的障碍就是文化差异。

由于地理位置、历史背景、思维方式的不同所产生的文化差异使得人们对同一事物会有不同的理解。

因此，要想成功的翻译商标首先要考虑的是文化差异。

只有了解文化差异，再结合恰当的翻译方法才能保证商品译名的成功。

【关键词】商标；文化差异；翻译

Introduction

Withtherapidlydevelopmentofscienceandtechnologyaswellastheaccelerationofeconomicglobalization,thescopeofinternationaleconomiccooperationhasbeengreatlyextended.Economicandbusinesscommunicationamongdifferentcountriesisbecomingmoreandmorefrequent.Alargenumberofproductshavebeenpenetratingfromonecountrytoanother.Asaresultofintensivemarketcompetition,theimportanceofexcellenttrademarkhasbeenrealizedinpromotingsales.Therefore,thetranslationoftrademarkalsobecomesveryurgentandnecessary.Agoodtranslatedtrademarkcouldarousebeautifulassociationsandbeacceptedbycustomers,soitcouldacceleratethesalesofproductsandyieldsignificantbusinessresult.Onthecontrary,apoortranslationoftrademarkcoulddestroythemanufacturerbecauseseriouseconomiclosses.

However,trademarktranslationisnotawordforwordtranslationfromthesourcelanguagetothetargetlanguage,becausethetrademarkhasculturalconnotations.Moreover,eachcountryhasitsownuniqueculture,andabsolutely,thereareculturaldifferencesamongdifferentcountries,whicharecausedbydifferentgeographicalenvironments,historicalbackground,valuesandassociativeinterestandsoon.Sothepeopleofdifferentcountriesmayhavedifferentcognitionstothesamething.Beforetrademarktranslatorstranslatetrademarks,theyshouldunderstandthetargetlanguageculturedeeply.Thus,misunderstandingscouldbeavoided.Inaddition,byusingappropriateskillstotranslate,theycouldmakeasuccessfultranslationthatcouldbeacceptedbyconsumersandstimulatetheirdesiretopurchaseproducts.

Definitionoftrademarkanditsfunctions

Deprivingfromandevolvingwiththedevelopmentofcommercialeconomy,thetrademarkiscloselyrelatedtocommodities.Theword“trademark”didnotbeinvolvedinChinesevocabularyuntilitwasborrowedfromJapaneseinthelatenineteenthcentury.Inthepast“trademark”wastranslatedas“牌”,“商牌”,“货牌”etc.Butnowitisgenerallytranslatedas“商标”.Sowhatisthedefinitionoftrademark?

DefinedbyWIPO,WorldIntellectualPropertyOrganization,thetrademarkisamarkthatisusedtodistinguishtheproductsofanindustryoracommercialenterpriseoragroupofsuchenterprises.[1][P190]TherearealsosomedefinitionsmadebyChinesescholarssuchas

1.Asignoramark（apicture,pattern,charactersetc）onthesurfaceorpackageofacommoditytodistinguishitfromtheothercommoditiesofthesamecategory.[2][P1104]

2.Asignusedbyenterprises,institutionsandindividualentrepreneursforproducing,manufacturing,processing,selectingorsellingtheirproducts,generallyexpressedincharacters,designsorcombinationsofthetwo,andusuallymarkedontheproduct,thepackage,signboardandadvertisement.[3][P436]

3.Aspecialmarkthatisplacedonaparticularbrandofarticleorcommoditytodistinguishitfromsimilargoodssoldbyotherproducts.[4][P791]

Fromalltheabovedefinitions,conclusionscanbedrawnasfollows:

1.Trademarkisasignormarkonthecommodityorthepackage

2.Trademarkisusedfordistinguishingsimilarcommodities

3.Trademark’scomponentsarecharacters,patternsorthecombinationofthetwo.[1][P190]

Trademarksaretocommoditieswhatnamesaretopersons.Theyrepresentcommodities.Ingeneral,thetrademarkhasfourfunctions.

（1）Distinguishingproducts

Atrademarkishelpfulfortheconsumerstodistinguishproductsfromtheothergoodsofthesamecategory.Forexample,catfoodhasvarioustrademarkssuchas“Chef”,“9Lives”（originatingfromEnglishsaying–“Acathasninelives.”）[5]P155Itwasreportedthatasampleinvestigationwasmadeamong1000housewivesinBritaininJune1975,whoseresultshowsthat50%ofthecommoditiestheypurchasedwereinaccordancewithtrademarks.Nowover50%consumers,especiallythosewhoarerich,chosecommoditiesaccordingtotrademarks.[1][P191]

（2）Attractingconsumers

Whendesigningtrademarks,firstwhattrademarkdesignersthinkaboutishowtomakethetrademarkattractivetoconsumers.Sodesignersshouldknowconsumers’psychology,anddesigntrademarkscreatively.Forexample,thetrademark“Lo”（chocolate）arouseconsumers’interestbecauseofitsnovelty.“Lo”istransformedfrom“Low”,whichindicatesthatthereislittlecalorieinthiskindofchocolate.[5][P156]

（3）Associatingproducts

Asasymbol,thetrademarkconveyssubstantialinformation,whichcouldallowconsumerstoknowwhatakindofproductitisatthefirstsight.Forexample,Electronisionallowscustomersassociateitwithatypeofelectronicapparatus,andHydromatisaproduct,whichisrelatedtowater.[1][P192]

（4）Advertisingpublicity

Ifaenterprisewantsitsproductsacceptedbyconsumers,itneedtomakeconsumersknowthiskindofproducts.Besidesthequality,thewell-establishedimageofaproductreliesgreatlyonthetrademarkthathasbeenrememberedbycustomers,andthenhasbecomewellknowntoeveryhousehold.

CulturalDifferencesreferredtothetrademark

Asaresultofdifferentgeographicalcondition,historicalevolution,customsandreligiousbelievesetc,ChinaandWesterncountrieshavedifferentculture.Sopeopleofbothsidemayhavedifferentunderstandingtothesamething.AsEugeneNidapointsout,“Fortrulysuccessfullytranslating,biculturalismisevenmoreimportantthanbilingualism,sincewordsonlyhavemeaningsintermsoftheculturesinwhichtheyfunction.”[6][P201]Therefore,astrademarktranslators,theymustbestudieddeeplyaboutboththesourcelanguagecultureandthetargetlanguageculture.

Thefollowingwilldiscussthemajorfactors,whichcauseculturaldifferences.

Culturaldifferencescausedbygeographicalenvironment

Differentgeographicalenvironmentcouldleadtoculturaldifferences.Forexample,theEnglishwordZephyr（thewestwind）reflectsthespecificcultureofUK.Britishpeoplethinkthatthewestwindiswarmandgentle.BecausethewestoftheUKistheAtlanticOcean,theeastisEuropeanContinent.Inaddition,thewindblowsfromtheOcean.Thepoem“OdetotheWestWind”whoseauthorisShelley,afamouspoetofBritain,praisedthewarmandgentleofthewestwind.Forthewestwindcontainsthespecificculturalinformation,itisunderstandableandacceptablethatzephyrisusedforBritish-manufacturedautomobilesasthetrademark.WhileintheeyesofChinesepeople,duetoChina’sgeographicalenvironment,whatthewestwindbringsiscoldratherthanwarmth.AsaChinesesayinggoes,“itisthewestwindthatbringswarmth.”Therefore,thewestwindistoBritishpeopleastheeastwindtoChinesepeople.Thus,thetrademark“zephyr”shouldnotbetranslatedas“西风”whenBritish-madeautomobilesareexportedtoChina.

Culturaldifferencesincognitiveorientationtowardanimals

PlentyofthewordsusedinEnglishtrademarksoriginatefromthenamesofhistoricalpersonagesandplaces,theoutstandingworksofgreatwriters,GreekandRomanmythologyandreligiousstories.Thus,someanimalshavebeenentrustedwithspecialconnotations.However,thesameanimalhasdifferentsymbolicmeaningsinChinaandwesterncountries.Sowhentranslatorstranslatetrademarkswithanimalimages,theyshouldwellknowthedifferencesconnotedbytheseanimals.

（1）DragonandPhoenix

ItisnaturalforChinesepeopletoassociatedragonandphoenixasauspiciousnessandnobleness.Theyarealwaysrelatedtogoodthings,suchas“龙飞凤舞”，“龙凤呈祥”，“望子成龙”，and“真龙天子”etc.Nevertheless,inthewesternculture,dragonandphoenixhavebadculturalassociations.“Phoenixisbelievedtoburnitselfattheendofitslifeandbebornagainfromtheashes.Thus,‘凤凰’,afamousChinesebicycletrademark,willarouseforeignerswhodrivethebicycletoworryabouttrafficaccidents.”[7]Dragon