商标翻译浅谈商务英语本科学位论文.docx

商标翻译浅谈商务英语本科学位论文.docx

《商标翻译浅谈商务英语本科学位论文.docx》由会员分享，可在线阅读，更多相关《商标翻译浅谈商务英语本科学位论文.docx（9页珍藏版）》请在冰豆网上搜索。

商标翻译浅谈商务英语本科学位论文

中国某某某某学校

学生毕业设计（论文）

题目：

商标翻译浅谈

姓名：

000

班级、学号：

0000000

系（部）：

经济管理系

专业：

商务英语

指导教师：

000000000

开题时间：

2009-04-10

完成时间：

2009-11-08

2009年11月08日

目录

毕业设计任务书…………………………………………………1

毕业设计成绩评定表……………………………………………2

答辩申请书……………………………………………………3-5

正文……………………………………………………………6-22

答辩委员会表决意见……………………………………………23

答辩过程记录表…………………………………………………24

课题商标翻译浅谈

一、课题（论文）提纲

引言

1.商标翻译的重要性

2.商标中的文化特色

3.商标的语言特点

3.1象征性

3.2独特性

3.3简洁性

3.4艺术性

3.5时代性

3.6稳定性

4.英汉商标翻译的方法

4.1音译法

4.2直翻法

4.3意译法

4.4音译合译法

4.5减音法

4.6增字法

5.结束语

二、内容摘要

商标宣传是国际市场推销商品和进行竞争的一种重要手段，而培养名牌商标是进一步开拓国际市场的重要环节。

因此，做好商标的翻译，其重要意义是不言而喻的。

随着世界经济体系的全球化和中国加入WTO，产品的进出口日益增强，因此也导致了商标的翻译越来越受到重视,在翻译理论和实践的基础上不断得到丰富和发展，尤其是更加注重了中西方的文化差异。

本文从商标命名的重要性、文化特色和语言特点的角度探讨了商标翻译的主要方法，并提出了在翻译时应注重中西文化信息的互通，从而使翻译出的商标名称与原文的商品在音、形、意和美等珠联璧合、异曲同工，在商品交流的同时亦可实现文化的交流。

三、参考文献

[1]金惠康.跨文化交际翻译[M]，中国对外翻译出版公司，2003（175）

[2]朱娥.商标词的翻译理论和方法[J]，昭通师范高等专科学校学报，200426

（2）47

[3]吕晔.商标的文化特征与翻译策略[J]，淮阴师范学院学报（哲学社会科学版），2005

（2）

[4]向华.商标翻译策略[D]，山东师范大学，2003（4）

[5]梦之.翻译新论与实践[M]，青岛出版社，1999（281-284）

[6]石玉.汉字商标词的跨文化传通[J]，外语与外语教学，2001（4）

OntheTranslationofTrademarks

00000000000

Abstract:

Thetrademarkpropagandaisanimportantmeanofsellinggoodsandcompetitionfortheinternationalmarket,butcultivatingbrandnameistheimportantlinkstoopenuptheinternationalmarkets.Sotheimportanceofagoodtrademarktranslationisself-evident.WiththeglobalizationofthewordeconomicsystemandChina'senteringWTO,theproductsofimportingandexportingstrengthendaybyday,ithasalsoledtothetranslationofthetrademarkhasbeengainingattention,itgetsacontinuouslyenrichanddevelopmentfromthetranslationoftheoryandpractice，especiallypayinggreaterattentiontothesino-westernculturaldifferences.Thispapermainlydiscussesthemethodsofthetrademarktranslationfromtheimportanceoftrademark.culturecharacteristicandlanguagecharacteristic,concludingthattranslationshouldfocusontheexchangeofculturalinformation,sothatthetranslationwillbesimilarwiththeoriginalgoodsinthesound,shape,meaningandsoon,whilethecommodityexchangeswillalsoachieveculturalexchanges.

Keywords:

trademark;translation;method;culture

Intuoduction

Atrademarkisasignofcommodities.Theproducerisusedtoidentifingtheirproductionandsaleofgoodsbyiconicsymbols.Generallyspeaking,graphicsorsymbol,istheimageofproducts,corporatesymbolconveysthespiritofenterpriseandshapesthebusinessimage.Mark'sroleistoensureproductquality,easyforconsumerstopurchaseandmaintainthecredibilityoftrademarkregistrationandpeople’sright.Trademarkhelpscompaniespromotetheirowngoods,manufacture,andthenmaketheenterprisezonegainhugeprofits.Therefore,manufacturerswillberackingtheirbrainsinordertoachievedistinctivetrademarknameandimpressedbypopularthings.Soastoachievesalesofgoods,improvethecompetitivenessofthecommoditymarket.WithChina'saccessiontoWTO,China,atanalarmingrate,integratesintotheglobaleconomy.Chinastrengthenseconomicandtechnogiccooperationwithothercoutries,includingincreasinglyfrequenteconomicandtradeexchanges.Howtointroduceourproductstoforeigncountries,bringforeignproductsintothedomesticandconductasuccessfulsalesbusiness,hasbecomeamajorevent.Asrepresentativeimage,trademarkmustbeinanotherlanguageappearintheinternationalmarket,whilesuccessfultrademarktranslationmakesproductsknowntotheworld.Itisvitalforenterprisestoexploretheinternationalmarketandestablishanimportantelementofinternationalbrands.

1.MarktheimportanceofTranslation

Acommodityisinordertoobtainalargermarketshare.It,inadditiontothequalityofitsown,mostlydependsontheabilityofunderstandingandacceptingforconsumers.Whocanwintheirlove,whocaninducetheirpurchasesuccessfully.Thus,problemhaveemerged.Agoodtrademarkcanbeatremendousassettotheenterprise;intheotherhand,abadmarkcanbringaboutheavylosses.Therefore,trademarktranslationmustbetakeninaccount.

Markforsomepeoplemaystillbeacomparativelynewconcept!

Somepeoplethinkthattheircompany'sownproductsdonotneedtogototrademarktranslation，aslongaspeoplebuymystuff!

Buteveryoneknowsthatinthiseraofinformationindustryandastrongbrandawareness,howimportanttrademarksforbusinessesis!

Abouttheliteraturetranslation,alldiscussthetranslationstandards.Italwayshasapopularviewinourcountry,saystheletter,faithful,elegant,expressive.Inotherwords,accurate,smooth,expressivemeaning.Thatismustbefaithfulintheoriginalworks,expressestheoriginalintentionandspreadsitscharm.Buttheso-calledcharm,referstotheoriginalworksofthestyle，theflavor,i.e.writerartistic

individualityandcharacteristic.Thetrademarktranslationalsoshouldtakethereferencebythis.Acommercialcompanyusetrademarkforitsproductnaminganddistinguishingthemark.Thetrademark,similartohuman'sname,representsthecommodity.Manyinternationalfamoustrademarksalreadybecametheenterpriseintangibleassetandgreatwealth,thereforethebusinessalwaystriedtoexcavatethecommercialcharmofbrandname.BytheChinesegymnasticsprinceLiNing'snamenamingLiNing;sportinggoodsseries,placedtheenterprisetohavetostriveforsuccessthespiritbyLiNingtochangetheChinesesportsseriesthingbackwardtheaspect,thepursueworldfirst-classproductenterprisespirit.LiNing;thesignregardingthem,notonlyisatrademark,butalsoisanenterprisespiritabbreviation.Well-knownbrand“GoldLion”nowbecomesawell-knownintheworld,but,Mr.ZengXianzi,itsfounderoftheformerTradeMarkshassomebitterexperiences.“GoldLion”trademarkwasfirstnamedas“GoldenLion”andhappilythetwo“GoldenLion”tiegavehimaHongKongrelatives,whodidnotrefusehisgift,notpleased,saying:

goldlost,goldlost,goldupallthelost!

So,inCantonese,theterm“lion”and“lose”homophonic,naturallyunpopular.Theevening,MrTsangrackedtheirbrainsforthe“GoldenLion”changingthename.Finallycomeupwithagoodapproach:

the“GoldenLion”oftheEnglishname“GoldLion”translationintotranslationandtransliterationbycombining,or“Gold|”isstillfreetranslationforthe“Golden”and“Lion”transliterationof“Leeto”.namely“GoldLion”,KimandLeetogether,whoarehappylistening.Asaresult,“GoldLion”trademarkwasborn.MrTsangsuddenlythought:

ChinesepeoplerarelyuseabrushtowriteinEnglish,Iuseittowrite,willnotdoaveryspecialfont?

Soheusedabrushtowritea“GoldLion”words,letthedesignerprocess,isnow,“GoldLion”inEnglishsigns.Markafterthechange,andindeedquicklyrecognizedbyconsumersasloudtiebrand.

2.Theculturalcharacteristicsoftrademark

Economicdevelopment,constitutetheelementsofdifferentculturalbackgrounds,peopleintheconceptoftradition,customs,cognitivepointofview,waysofthinkingandvalueorientation,therearemanydifferences.Becauseofdifferentlanguagesandcultures,sothewordmarktranslationmustgothroughanassimilation,absorption,transformationprocess.Itrequiresthetranslatortranslatethewordinthetrademarkprocess,notonlytounderstandtheliteralmeaningofwords,butalsoawareofitsculturalconnotationoftheloadandavoidconflictofcultures.Trademarktranslation,asacross-culturalexchangeactivities,placedinfrontofthetranslatoristhatthetargetlanguagereadersfirstissuedoftheadmissibilityoftrademarks,Howtocross-culturalcontextthatisdifferentthisgap,asfullyaspossibletheintentionofthemakersmarktoconveytoreadersofdifferentsocialbackgrounds.Intheprocessoftranslation,iflackofculturalawareness,andhavingjustmovedbilingualtypeconversion,regardlessofcultureinherentinthemeaningoftheconversionaccordingly,translationoftheveryfewculturalmeaningandassociativemeaning,andsometimesevenalsogiverisetounexpectedreaction,productscannotbesoldtobecomeafulltranslationofthelost.Thefollowingdetailedanalysiswithsomeexampleswillexplain.InChina,EastWind（wind）brandagriculturalproducts,canbedescribedaspopular,isnotnewforeveryoneinthecountry.However,intheUnitedKingdom,itisunpopular.Forthistranslation,theBritishgeographicalenvironmentisdifferent,theBritishdescribedbythe“westwind”isthewarm,businessabundantwind,notourlastnightwestwindwitheredBiShuinthe“westwind”.Moreover,theBritishequivalentofChina'sDongfeng-westerlywinds,Britain'sDongfengisChina'swesterlyornorthwind.ThetranslatordidnotunderstandthedifferencesbetweengeographicalenvironmentanditstranslationfromtheBritishwelcomethenatural.

Chinahasalipstickmarkcalled“FangFang”,inChinathenameisindeedverygood,ourpeoplesaw,“FangFangword”cannothelpthinkofbeautyinmymind:

notonlyseemtoseeoneofHuarongyuemaoyounggirls,andtheyseemtosmellthearomahitherwholebody.Butit'strademarkOtozawaintopinyin“Fangfang|”alookattheheartsofEnglishreaderscouldnothelpbutsenseofhealthtoplayaterrorist,becausefanghappenstobeanEnglishword,itsmeaningisalong,sharptoothofadog.

Theydonotimagineapaintedlipstickgirl,butherclaws,poisonscatteredaviciousdogorasnake,liketheChinesepeopleseethegreensurfaceapeteeth,“Phantom”Asthetranslationofthismajorflaw,lipsticksalesprobablyisnotdifficulttoimagine.

Anexportbatteriestrademarkcalled“whiteelephant”,Englishtranslatedinto“WhiteElephant”,shouldsayyestoonehundredpercentcorrect.Theyknowawhiteelephant,