中西方文化差异中的英文商标翻译.docx
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中西方文化差异中的英文商标翻译
毕业论文
OnEnglish-ChineseTrademarkTranslationfromthePerspectiveofChineseandWesternCulturalDifferences
中西方文化差异中的英文商标翻译
教务处制
Contents
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.