从文化视角论商标的翻译毕业.docx

从文化视角论商标的翻译毕业.docx

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从文化视角论商标的翻译毕业

毕业论文

院别外国语学院

系别英语系

专业英语（师范）

年级2009

学生姓名程玉娟

学号200924061436

论文题目从文化视角论商标的翻译

指导教师张琼

完成时间2013年5月

肇庆学院教务处制

OntheTranslationofTrademarkfromtheCulturalPerspective

AThesis

SubmittedtotheSchoolofForeignLanguagesof

ZhaoqingUniversity

inPartialFulfillmentoftheRequirements

fortheDegreeofBachelorofArts

By

ChengYujuan

Supervisor：

ZhangQiong

May2013

Abstract

Trademarkisoneoftheeffectivewaystohelpcompaniestospreadtheiridentitiesandbetterselltheircommodities.Thepaperdiscussestheinternationalsignificanceoftrademarkandtheimportanteffectoftrademarktranslationthatitcanalsobefavoredforabrandintheinternationalmarket.Trademarkisasymbolofrepresentativeproductimageandquality,withthespecificculturalconnotation.Trademarkasacross-culturalactivity,thereisahugedifferenceinChineseandwesternlanguageandculture,customsandtradition.Thepaperillustratesthecommonlyusedtranslationmethodsinthetrademarktranslation,aswellasanalysesthemainstrategyoftrademarktranslationontheinfluenceofculturaldifference.Finallyonthequestion“howtomakeanaccuratetranslationofChina’sexportbrandnamesothatitcangetthebettersalesgoal”,thispapergivesafurtherstudy.

KeyWords:

trademark;culture;translation

内容摘要

商标是公司传播自身特点和促进销售量的有效途径。

商标的国际性的意义和商标的翻译对于一个商品品牌在国际市场上是否也能够得到青睐，也起着至关重要的作用。

商标是产品形象的代表和质量的象征，承载着特定的民族文化内涵。

作为一种跨文化活动，在中西方的语言文化、风俗习惯、传统等方面存在着巨大差异。

论文最后了商标的翻译中常用到的翻译方法：

一般情况用音译的方法；根据商标所表达的意义、商标名称是否符合当地文化、商标名称对顾客的吸引性可选择意译，并分析文化差异对商标翻译的影响及商标翻译应把握的主要策略，探讨了如何准确翻译我国出口商品的商标名称，达到促进商品销售的目的。

关键词：

商标；文化；翻译

Acknowledgements

Here,Iwouldliketoexpressmysinceregratitudetoallthepeoplewhohavehelpedmefinishingthispaper.EspeciallyIwanttogivemythankstoMs.ZhangQiong,myrespectedsupervisor.Withoutherhelp,IamsurethatIwillnotaccomplishthisthesissuccessfully.Outofherbusyworkinthesupervising,shehelpedmewithrevisingmythesis.Shereadthroughmypapercarefullyandpointedtheerrors.Withhercarefulrevising,Ifinishedmypapersmoothly.Inaddition,Iwouldliketoexpressmythankstothewritersofthereferencebooks.Fromthem,Igotsomuchusefulmaterials.

Outline

ThesisStatement:

Thisthesisanalysesthetranslationmethodsoftrademarkfromtheculturalperspective.

1.Introduction

2.CultureDifferencesintheTrademark

2.1Thinking-patternDifferences

2.2SocialValueDifferences

2.3NationalPsychologicalDifferences

2.3.1NationalValues

2.3.2ReligiousBeliefs

2.4AestheticInterestDifferences

3.TranslationofTrademark

3.1Transliteration

3.2FreeTranslation

3.3CombinationofTransliterationandFreeTranslation

3.4EffectivenessTranslation

4.Conclusion

TableofContents

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

2CultureDifferencesintheTrademark……………………………………..……2

2.1Thinking-patternDifferences…………………………………………………2

2.2SocialValueDifferences………………………………………………………3

2.3NationalPsychologicalDifferences……………………………………………3

2.3.1NationalValues……………………………………………………………4

2.3.2ReligiousBeliefs……………………………………………………….…5

2.4AestheticInterestDifferences…………………………………………………..6

3TranslationofTrademark………………………….…………………………….....7

3.1Transliteration………………………….………………………………………7

3.2FreeTranslation………………………….…………………………………….8

3.3CombinationofTransliterationandFreeTranslation………….………………9

3.4EffectivenessTranslation………………………….……………………………10

4Conclusion………………………….………………………………………………11

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

1.Introduction

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

28）

WithmoreandmoreforeignproductscameintoChinaandChineseproductsexportedabroad,trademarktranslationhasbecomeanincreasinglysignificantpartofmarketingstrategy.Awell-translatedtrademarkcanalsosavemillionsofdollarsovertheproduct’slifebecauseitcarriesitsownmeaning,describestheproduct’sadvantages,anddifferentiatestheproductsignificantlyfromitscompetitors.Byreadingthetrademarks,itiseasytotelltheproductsfromonetotheotherandtoknowthecharactersofproducts.Forthegoodtrademarkhasthefunctionsofdistinguishing,providinginformationofproductsandbeingsymbolofcredit,theg