从跨文化角度探究商标词的翻译毕业作品.docx

从跨文化角度探究商标词的翻译毕业作品.docx

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从跨文化角度探究商标词的翻译毕业作品

英语

从跨文化角度探究商标词的翻译

OntheTranslationofBrandNamefromthePerspectiveofCross-culturalCommunication

摘要

由于全球化的迅速发展，国际间的贸易往来变得更加的频繁。

在国际市场竞争激烈的情况下，各个国家都忙于销售它们各自的商品。

在销售的过程中，商标起着决定性的作用。

商标中英文之间的互相翻译对促进产品的销售非常重要。

毫无疑问，好的商标能促进商品的销售。

围绕论题，本文主要从三个方面入手：

（1）商标词翻译的背景及重要性。

（2）商标词翻译的原则。

（3）商标词翻译的策略。

本文旨在从跨文化角度探究商标词的翻译，考虑中英文文化之间的不同，寻求最合适的商标翻译。

从而达到促进产品销售的目的。

关键词：

商标；翻译；直译；音译；意译；策略

Abstract

Comparativelyspeaking,theinternationaltradeismorefrequentwiththeinternationalization.Allthenationsarebusysellingtheirownproductsinthesituationthatcompetitionoftheinternationalmarketisbecomingfierce.Brandnamesplayadecisiveroleintheprocessofsales.ItisimportanttotranslatethebrandnamesbetweenChineseandEnglishforimprovingthesaleofproducts.Thereisnowonderthatbettertranslationofbrandnamescanselltheproductsbetter.Revolvingtheproposition,thethesisdividesintothreeparts,1）thebackgroundandimportanceoftranslatingbrandnames;2）expressingprinciplesoftranslatingbrandnames;3）strategiesoftranslatingbrandnameswithmanyexamples.Throughananalysisoftranslatingbrandnamesfromtheperspectiveofcross-culturalcommunication,thisthesishelpstoseekforasuitablebrandnamewiththeconsiderationofdifferentculturebetweenEnglishandChinese.Asaresult,agoodbrandnamecanattractcustomersandpromotesaleofproducts.

Keywords:

brandname;translation;literaltranslation;transliteration;strategy

Contents

3.4Creativetranslation…………………………...………………...…...………………..10

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

1.Introduction

1.1Backgroundinformation

Withthedeepeningoftheinternationaldivisionoflabor,thedevelopmentandthetrendofglobaleconomicintegrationisstrengtheningdaybyday.Internationaltradehasbecomeanimportantforcetopromoteworldeconomicdevelopment.What’smore,ChinabeingamemberoftheWTObringsmoreforeignproductsintoChinesemarketandChineseproductshavemoreaccesstotheinternationalmarket.Thereisnowonderthatproductscanenhancecompetitivenessandmakegoodbenefitsduetoagoodreputationandfame.Therefore,allnationstaptheinternationalmarketpotentialandpromotethedevelopmentofinternationaltradeusingbrandname.（LiJianjun,2004:

89-90）Accurate,translationofbrandnamesisveryimportanttodaywhentradeisbecomingmorefrequentlydaybyday.Problemsaresuretoariseinbrandnames’translation.Whethertranslatebrandnameswellplaysanimportantroleonthesaleabroad.However,thefieldofbrandnamesisaplacewherethecompetitivehaslongbeenintense.InChina,thehistoryofbrandnamesinthemodernsenseisprettybriefcomparedwiththatofthewesternsociety.AfterthereformandopeningupofChina,China’sbrandnamesindustryhasseenarapiddevelopmentwhosespeedhasbeenunprecedentedinthewholeword.TogetherwiththeeconomicboomisarapiddevelopmentofChinesebrandnamesindustry.

1.2Theimportanceofbrandnametranslation

Brandnameshaveahistoryfarshorterthanthatofthehumansociety,butwhyarebrandnamessoimportant?

Atleastthreefactorsareinvolvedinbrandnames:

buyers,sellersandthecommodity.Theaimofbrandnamesistoattracttheattentionoftheconsumersinforeignmarketandrousetheirpurchasedesire.Peoplefromallaroundtheworldthinkbrandnamesareveryimportant.InChineseculture,TheAnalectsofConfucius,（论语）whichisaclassicworkofConfucianism,thereisafamoussaying,“Ifnamesbenotcorrect,languageaccordsnotwithtruth.Iflanguageaccordsnotwiththetruth,affairscannotachievesuccess.”（名不正，则言不顺。

言不顺，则事不成。

）Therefore,notsurprisinglyChinesebusinesseshaveattachedgreatimportancetobrandnamesoftheirproducts.Brandnamesasacardofproductsmakescustomersknowtheproductwell.Mostofthecustomersjudgequalityfrombrandnamesinthefirstplace.

1.2.1Conceptsofbrandandbrandname

AccordingtoacertainJapanesescholar,Brandisthefaceofaproduct.Brandisacommercialterm.AccordingtoAGlossaryofMarketingTerms:

MarketingDefinition,“Brandisaname,term,sign,symbol,designorsomecombinationusedtoidentifytheproductsofonefirmandtodifferentiatethemfromcompetitiveofferings.”（CommitteeonDefinition,1996）Theingredientsinabrandconstitutetheproductitself,thepackaging,thebrandname,thepromotion,theadvertisingandtheoverallpresentation.Thebrandisactuallyasynthesisofalltheseelements,physical,aesthetic,rationalandemotional.Therefore,abrandnameismerelyapartofabrand--fundamentaloflanguage,culture,psychology,market,aestheticsetc.However,apowerfulbrandnameembodiesauniquesetofvaluesandattributesandhencestimulatesconsumers’interest.Itisthecoreoftheproductidentityandpe