二学位英语论文.docx

二学位英语论文.docx

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二学位英语论文

AStudyontheTranslationofTrademarks

摘要

 随着社会经济的发展和科技水平的提高,各公司产品进出口日益增多,商标名称的翻译也越来越备受关注。

商标是产品在顾客心中的缩影,为使顾客接受并认可产品,商标翻译必须融入新市场的语言文化特色。

商标它不仅涉及个人的消费心理和消费行为,而且反映一些文化社团的需求和活动。

好的商标翻译可以给企业带来巨大的财富.因此,对品牌名称翻译的研究具有很重要的价值。

并且一个商标准确的翻译在外国宣传中扮演很重要的角色。

本文讨论了品牌名称的翻译方法。

基于成功的品牌名称翻译,借鉴并吸收了一些翻译方法,总结归纳了一些英文商标汉译的方法及标准,及其翻译时应注意的问题。

[关键词]商标翻译方法禁忌

Abstract 

Withthedevelopmentofsocietyandeconomyandtheimprovementofscientificandtechnologicallevel,theimportsandexportsofproductsinenterprisesincreasedaybyday,andtrademarktranslationalsopaysmoreandmoreattention.Trademarktranslationshouldconformtothelanguagenormsandculturalbackgroundsoftherespectivecountriessothatpotentialcustomerswillbeestablished.Trademarkconcernnotonlyindividualpurchasingpsychologyandbehaviorbutalsocertainculturalcommunityneedsandactivities.Agoodtrademarktranslationmaybringanenterprisehugewealth.Therefore,studyofdifferenttranslationofbrandnamesisofgreatvalue.Andwhetheratrademarkisproperlytranslatedplaysanimportantroleintheforeignmarketingpromotion.Thearticleiswritingsometranslationmethodstotranslationoftrademark.Also,onbasisofthenanalysisofsomesuccessfultranslationoftrademarks,andprofitsfromandabsorbsothertranslationmethods,summarizessometranslationapproachesandstandard.AndproblemsshouldbepaidattentiontoinTranslation

Keywords:

trademarktranslationapproachesculturaltaboos

Contents

摘要……………………………………………………………………………………………ⅰ

Abstract…………………………………………………………………………..........………ⅱ

Acknowledgements………………………………………………………………..………….ⅲ

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

1.Thedefinitionoftrademark……………………………………………...........1

2.Theimportanceoftrademarktranslation……………………………………...2

I.TheTranslatingApproaches……………………………………………………….3

1.Transliteration…………………………………………………………………..3

1.1Puretransliteration………………………………………………………….3

1.2Homophonictranslation…………………………………………………….4

1.3Omittransliteration…………………………………………………………4

2.Literaltranslation……………………………………………………………….4

3.Creativetranslation……………………………………………………………..5

4.Freetranslation………………………………………………………………….5

5.CombinationofTransliterationandLiteralTranslation………………………..7

6.Transference…………………………………………………………………….7

II.Thestandardofthetrademarkstranslation…………………………..8

III.Theproblemsintrademarktranslation…………………………………………..9

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

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

AStudyontheTranslationofTrademarks

Introduction

Abrand,i.e.trademark,isaname,term,sign，symbol,designoracombinationofthemthattalkwhomakesitorwhosellsit,distinguishingthatproductfromthosemadeorsoldbyothers.Abrandnameisthatpartofbrandthatcanbevocalized.Atrademark,asthesymbolofaproduct,isaveryimportantpartoftheadvertisementoftheproduct.Itistheconcentrationofcommodities’distinctcharacteristics,thecoreofcommodities’culture.Itisnotonlyalogo,alsothefinalgoalofwhichistoattractcustomersandsellcommodities.

Differencesbetweendifferentlanguagesanddifferentculturesdeterminethatthetranslationoftrademarksshouldbeanactivityofrecreation.Thetranslationofatrademark,thetranslatorshouldnotsticktothesurfacemeaningoftheoriginaltrademarkandbeinfluencedtoomuchbythesourcelanguageandculture.Forexample,thetranslationofthetrademark“Coca-Cola”ismuchquotedasasuccessinadvertisementtranslation.Inthe1930s,when“Coca-Cola”,aworld-famoustrademarkforsoftdrink,wasplannedtoenterChinamarket,thetrademarkwastranslatedintoChineseas“Kekoukele”,whichisgenerallyrecognizedtobeasgoodas,ifnotbetterthanthat,theoriginal.Theoriginaltrademarksoundsrhythmicalasalliterationandrhymeareaadopted.Inthetranslatedversion,theeffectofalliterationandrhymeisproperlypreserved.Ontheotherhand,InEnglish“coca”and“cola”meannothingmorethanthenamesoftwoplants.TheChineseversion“可口可乐”,however,creativelyembodiesthefeatureoftheproductandconveysthepleasurethattheproductbringstothecustomers.ThesuccessfultranslationofthetrademarkhasproducedaconsiderableeffectonthepopularityoftheproductinthemarketofChina“Revlon”,thetrademarkofAmericancosmetics,wastranslatedinto“露华浓”.TheChinesetranslationversionoriginatesfromLiBai’spoemdescribingthebeautyofYangYuhuan,“云想衣裳花想容,春风拂榄露华浓。

”Thetranslatedversionissimilarinpronunciationtotheoriginalone.Moreover,itarousespeople’sassociationofLiBai’spoemaswellasthebeautyofYangYuhuan（oneofthehighest-rankingimperialconcubinesinTangDynasty;alsofamousasoneofthefourmostbeautifulladiesinancientChina）,sotheChinesetranslationversioncreatesapowerfulappellativeeffectasthetrademarkofcosmetics.

Nowadaysalongwiththerapiddevelopmentoftheglobaleconomy,moreandmoreproductsareimportedandexportedintoChinesemarket.Advertisinghasfounditswayintoallwalksoflifeandeveryaspectofsociety,andevenbecomeanimportantpartofoureverydaylife.Trademarksareincreasinglyfindingfavorinpeople’seyesbecauseoftheirpeculiarcharms（特殊的符号）.Trademarksarealwaysplayinganimportantroletomaketheproductsmoreattractive.

Facingsomanyforeignproducts,customersbeginthefirstimpressionwiththeirnames.Beyondthenames,weareactuallytouchinganexotic（异国）cultureandnationalexcellence.Translatorshavetheresponsibilitytointroducetheforeignproductsinwardfromaverybeginningthetranslationofbrandnames.Alsotheyequipournationalproductswithappropriatebrandnamesinforeignlanguages.Abrandnamemayattracttheconsumers,promoteaproductsupportacause,orevendamagetheproductsimage,dolessconsuming,andkeeptheconsumersfaraway.

Withalookintosomefamousandsuccessfultranslatedbrandnamesathomeandabroad,wefindsomegeneralpropertiesofthem:

easytoread,easytoremember;meanwhiletheycandemonstrate（证明）aspecialpleasingcharm,sothattheyareacceptedwidelyasexcellentworkintranslation.Transliterationdoesnotmeantotranslatethesourcelanguagemechanically;itmayaddoromit（省略）something，eleganceandbriefnessserveasthetransliterationprinciple.Forexample,乐凯-Luck,Benz-奔驰,Pantene-潘婷,CocaCola-可口可乐,etc.Thetranslatingprocessofbrandnamesinvolvesmarketing,advertising,consumerpsychologyaesthetics（美学）andcommunicationbetweencultures.Itiscomplicatedbutneveramechanicalone.Inordertoanalyzethetranslatingapproaches,semanticmotivation（词义理据）shouldbetakenintoconsideration.Brandnamesoriginatefromthreegroupsofnouns:

（1）Propernames,i.e.Philips,PierreCardin,D&G.

（2）Generalnouns,i.e.Playboy,ShineWay（神威药业）,Legend,Apple.（3）Coinednouns,i.e.PepsiCola,.

I.TheTranslatingApproaches

1.Transliteration

Transliterationreferstoaccordingtothepronunciationthetranslatingfromthesourcelanguagetotargetlanguage.WecanadoptorcreateEnglishwordswhichthetonesareneartotheChinesewordstotranslatebrandname.ThereEnglishwordsareveryparticularbecausetheynotonlyhavetheapproximatetoneofChinese,butalsomeaningofitself.Thismethodismostfrequentlyusedindealingwithpropernouns.Usingthismethod,thetranslatoristomakethetranslationprinciplestothepronunciationofthepronunciationoftheoriginalascloseaspossible,suchas"Siemens"into“西门子”,"Buick"into“别克”"Sony"into“索尼”,"Nokia"into“诺基亚”.

Intransliterationisdividedinto:

puretransliteration,homophonictranslation,andomittranslation.

1.1Puretransliteration

PuretransliterationisbasedontheEnglishpronunciationmatchesthetranslationofChinesecharacters.Mainlyusedinthepropernouns,suchas:

people’snameandtheplace.ThistranslationmethodisatrademarkintranslatedintoChinese,becausetheycan'tfindtheexpressbyChineselanguageandhavetousethemethodsoftranslation.

1.1.1People’snametrademark

Sometrademarkismakeupoffamilynames,suchas:

Hoover（胡佛）vacuumcleaner,isfromproducersWilliamHenryHooverfamilyname;Sometrademarkisman'sfullname,suchas:

PierreCardin（皮尔.卡丹）,isaccordingtothefashionabledressmakerPierreCardin’sname.Somefamoustrademark,thenameisfromlegend.Suchas:

PICASSO（毕加索）porcelain,derivedfromthemedievalEuropeanRenaissanceperiodtheartistPICASSO'Sname.

1.1.2Placetrademarks

Santana（桑塔纳）cars,SanTanaweretheUnitedStatesCaliforniaavalley'sname;Nokia（诺基亚）mobilephoneisaccordingtothenorthernFinlandatowncalledNokianamed.

1.2Homophonictranslation

Thisisasoundtranslationforreference,oftenisbasedoninpuretransliterationchangestothewords,thesewordswiththeoriginaltrademarkpronunciationhomophonic,afterthechange,thetrademarkcombineproductfeatures.Forexample:

inhonorofaviationcompanyfounderWillianEdwardBoeing,peopleaccordingtohisfamilynameastrademarkBoeing,translation“博音”,butasatrademark,thetranslatorchangetoharmonics“波音”,itcanmakepeopleforthiskindofsupersonicplanehaveadream.MazdacomesfromancientPersianreligionofthe“光明之神”、“最高之神”,“王权的保护者”aspuretranslate“马兹达”,butasacartrademark,thetranslatorchange“兹”to“自”ahumorsuggestthatthiscardrivingeasily,don’tworryaboutwillbeautomaticallytoarrive.

1.3Omittransliteration

OmittransliterationisaccordingtotheaesthetichabitofChinese,doublesyllableandthreesyllablesofthetrademarkcanmoreunforgettable,someEnglishwordstrademarkhavemorelongsyllables,ifawordbywor