Cultural Differences in ChineseEnglish Brand Names Translation浅论汉英商标名称翻译的文化差异.docx

Cultural Differences in ChineseEnglish Brand Names Translation浅论汉英商标名称翻译的文化差异.docx

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CulturalDifferencesinChineseEnglishBrandNamesTranslation浅论汉英商标名称翻译的文化差异

CulturalDifferencesinChinese-EnglishBrandName’sTranslation

一、课题（论文）提纲

0.引言

1.语言、文化及商标名称翻译间的关系

1.1文学综述

1.2语言和文化

1.3文化及商标名称的翻译

2.商标名称翻译中文化差异的表现

2.1文化空缺

2.1.1词汇的不足

2.1.2语义的不足

2.2商标名称翻译中的文化冲突

3.影响商标名称翻译中的文化因素

3.1不同的价值体系

3.2不同的消费心理

3.3不同的风俗习惯

4.商标名称的翻译

4.1商标名称翻译策略

4.1.1直译

4.1.2音译

4.1.3意译

4.1.4创造性翻译

4.2商标名称翻译策略之评论

5.结论

二、内容摘要

英语和汉语是目前世界上的两种主要语言，两种不同的语言也反映出两种不同的文化。

众所周知语言不仅是文化的一部分，还是文化的载体。

语言离不开文化，它只有在相应的文化中才有意义；同时文化也离不开语言，文化的发展也受语言的限制。

然而，中西方文化存在着很大的差异，译者通常会遇到文化差异所带来的障碍。

本文在分析商标词翻译中的中西方文化差异的基础上，主要分析两个不同方面：

文化空缺和文化冲突，同时也分析了文化对商标翻译产生的巨大影响，并提出了在翻译过程中如何更好地解除文化背景的障碍，有效地采取相应的翻译策略来迎合消费者的消费取向的建议。

三、参考文献

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CulturalDifferencesinChinese-EnglishBrandName’sTranslation

Abstract：

EnglishandChinesearetwoofthemajorlanguagesintheworld,reflectingtwomaincultures.Itiswell-knownthatlanguageisapartofcultureandisthecarrierofcultureaswell.Languageandculturecannotbeseparatedfromeachother.Languagewouldbemeaninglesswithoutcultureandthedevelopmentofculturewouldberestrictedbylanguage.Atthesametime,translationisnotonlythebridgebetweendifferentlanguages,butalsotheinter-culturalcommunicationbetweendifferentcultures.However,translatorsoftenencountersomebarrierswhicharecausedbyculturaldifferencesintheprocessofcross-culturaltranslating.Thisthesisattemptstoexploretheculturaldifferencesandtheculturalimpactonbrandname’stranslationbetweenChineseandtheWesterncountriesthroughanalyzingthecharacteristicsofbrandname’stranslation.Atthesametime,theauthorgivesmoreattentiontothemainfactorsofculturaldifferences:

culturalvacancyandculturalclash.Furthermore,theauthoranalyzesthegreatinfluenceofculturalfactorsintheprocessofbrandname’stranslation.Whentranslating,translatorsshouldadoptsomeproperandusefulstrategiestoavoidthebarrierscausedbydifferentculturalbackgrounds.

Keywords：

language;culturaldifferences;culturalvacancy;culturalclash;brandname’stranslation

Introduction

Astheincreaseofinternationalcommunication,theexportedproductshavebecomeoneoftheimportantwindowstoshowthenationalculturetotheothercountriesinrecent.However,brandname’stranslationinvolveslanguageandculture,itasaveryimportantculturalcommunicationway,thebrandname’stranslationiscloselyrelatedtoculturalfactors.However,duringtheprocessoftranslation,translatorsalwaysencountersomedifficultiescausedbyculturaldifferences.Forinstance,thetranslatorscannotfindtheequivalentsinthetargetculture,orthetranslatorsoftenencountersomebarriersthattheconnotativemeaningsofquitealotofwordsinsourcelanguageareinconflictwiththeconnotativemeaningsoftheirequivalentwordsintargetlanguage.Then,theaimofthisthesisistoprobethedifferencesbetweenthetwoculturesaccordingtoquitealotofexamplesofbrandname’stranslation.

Culturalvacancyandculturalclashoftenleadtoalotofdifficultiesintheprocessofbrandname’stranslation.Andiftranslatorscannotdealwiththedifficultiescausedbyculturaldifferences,theconsumersinthetargetmarketoftenmisunderstandtheconnotativemeaningsofthebrandnames.Onthecontrary,effectivebrandname’stranslationcanhelppeoplefromtheentireworldtointercommunicatefreely.Atthesametime,brandname’stranslationcanmakeourculturericherandmorevivid,sogoodbrandname’stranslationplaysanimportantroleinintroducingculturalinformationbetweentwodifferentcultures.Inordertofindwhetherthebrandnamesatpresentmarketaretranslatedproperlyornot,thisthesismakesasystematicresearchonculturaldifferencesinbrandname’stranslation.Thestudycanimprovethefutureinterculturaltranslationintoahigherlevel.

Generallyspeaking,ChinesecultureisgreatlydifferentfromEnglishculture.DuetostrikingdifferencesbetweenChinesecultureandEnglishculture,barriersoftenoccurinbrandname’stranslation.Thisthesisistostudyculturaldifferencesinbrandname’stranslationbetweenChinaandtheWesterncountriesinordertomakepeoplerealizetheimportantroleofcultureandhelptranslatorstoobtainsuccessfulbrandname’stranslation.

Thedevelopmentsofthethesisareasfollows:

firstisanintroductiontothethesis.Afterintroduction,thefirstchapteranalyzesthecloserelationshipamongculture,languageandbrandname’stranslation.Languageisshapedbyculture,andlanguagecarriersculture,spreadscultureandhelpstodevelopculture.Andcultureislearnedbylanguage.Languageandculturearedependentoneachother.ThesecondchapteranalyzestheculturaldifferencesbetweenChinesecultureandtheWesternculturewhichincludeculturalvacancyandculturalclash.Thethirdchapterexplorestheimpactofculturaldifferencesonbrandname’stranslation,whichincludesdifferentvaluesystems,differentcustomsandhabits,anddifferentcustomerpsychology.Thefourthchapterisaproblem-solvingsection,whichexploresthepracticesofbrandname’stranslation.Lastisconclusion.Fromtheanalysisofpreviouschapters,itemphasizesagainthatbrandname’stranslationisakindofcross-culturalcommunication.Owingtothecloserelationbetweencultureandtranslation,itisimpossibletostudybrandname’stranslationwithoutculture.

Ⅰ.theRelationshipamongLanguage,CultureandBrandName’sTranslation

1.1LiteratureReview

Asinternationaltradeexpanded,theeffectsofculturearebecomingmoreandmoreimportant.ChinesecultureandEnglishculturebelongtotwodifferentsystems.Thisthesisgivesmoreattentiontoculturalvacancy.Thedefinitionof“vacancy”wasfirstproposedbyAmericanlinguistCharksHockettin1950s.Heused“randomholesinpatterns”todescribethelanguagephenomenonwhencontrastinggrammaticalpatternsoftwolanguages.

InChina,thereexisttwomaindefinitionsabout“culturalvacancy”:

WangBingqin（1995:

110）remarksthat“vacancy”referstotheculturalvacancyresultingfromunintelligiblethingsinSLthatwillbeeasilymisunderstoodatallbytargetculturereceptors.PanHuixiaandLiHui（2000:

74-77）givethisdefinitionthat“vacancy”referstotheuniquephenomenonoflanguageandculturewhichisspecifictoanationwhiledoesnotexistinanotherculture.

Althoughthesedefinitionsareexpressedindifferentwords,theyreflectonefactthatculturalvacancyreferstothelinguisticandculturalfactswhichexistinonenationalculturebutdefaultinanotherduetoculturaldifferences.

Theauthordividestheculturalvacancyintotwoaspects:

lexicalgapandsemanticgap.Sincelexicalgapiscloselyrelatedtolanguageandculture,itisbasicallymanifestedatthewordlevelandmorespecifically,tothedenotationandconnotationofawordbetweentwolanguages.Whenmentioninglexicalgaps,ProfessorLinDajinusesthetermof“Psychological-associatedmeaning”inInterculturalCommunicationStudies（1996:

185-188）todistinguishthefollowingfivetypes:

totalabsenceofpsychologicalassociation,thesamedenotationbutdifferentconnotations,thesamedenotationbutabsentconnotations,thesameconnotationbutdifferentdenotations,differentdenotationsanddifferentconnotations.Semanticgapsresultedfromthenon-equivalentsaremanifestedinthedenotationandtheconnotationofthewords.SomewordshavelessormoreconnotationsinEnglishthaninChinese,or,somewordsinbothlanguagesappeartorefertothesamethingonthesurface,butactuallyrefertoquitedifferentthings.Sincethe“culturalturn”inthe1990’s,translationconcernsnotonlythetransferringbetweenlanguages,butalsothetransferringbetweencultures.Themaindifficultiesintranslationcomefromthefactthatsomewordsinsourcelanguagecan’talwayshavetheirequivalentwordsintargetlanguage.So,duringtheprocessoftranslating,theproblemhowtodealwiththeculturaldifferencesisameaningfultaskforourstudy.

Intermsoftranslationprinciples,BaoHuinanstudiesC-Ebrandname’stranslationfromtheperspectivesoflanguageandculture.Headvancesthisprinciple:

translatorsmustrespectthenationalpsychologyandgrasptheassociativemeaning.Thechosenwordsshouldbesimple,brief,andcatchy（BaoHuinan,2001:

274-287）.BaoHuinan（2001:

274-287）agreesthatcultureplaysanimportantroleinbrandname’stranslation,stressestheimportanceofanappropriateconversationofculturalmeaningandclearlyputsforwardtheopinionthatignoringculturaldifferencesmaycausepragmaticfailuresinbrandname’stranslation.

Accordingtothestudiesofotherscholars,theauthorattemptstodiscussculturaldifferencesinC-Ebrandname’stranslation.

1.2LanguageandCulture

Languageisasocialphe