自考英语本科论文文档格式.docx

1、商标本身有着重要作用，甚至能决定产品的成败。因此，研究商标翻译是一项必要的而且紧迫的任务。商标翻译最大的障碍就是文化差异。在本文中，除了对商标的基本认识，还重点说明了商标翻译中出现的文化差异现象及在商标翻译中出现的问题。本文结合以上的发现为避免文化冲突而提出了一些翻译方法及应遵循的基本原则。关键词：商标；文化差异；因素；翻译方法；原则。 AbstractWith the globalization of world economy, more and more people have realized the importance of good trademark in promoting

2、sale. Brand-naming itself represents an important issue and may determine the success or failure of a product. It is therefore not only necessary but also urgent to study on brand names and brand translation. The main obstacle of brand translation is the different cultures. Then, inthis paper, apart

3、 fromsome basic understanding about brand names, thecultural differencesare presented and some existing problems in translating brands are given. Based on these findings, this paper further explores some translating methods and general principles in order to avoid cultural conflicts.Key Words:tradem

4、ark; brand names;cultural differences; factors; translating methods; principles.Introduction As the American Marketing Association gives the definition of brand, it is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group o

5、f sellers and to differentiate them from these of competitors （Kotler 443）. So, good brand names are the best advertisements for commodities. An effective brand can promote the amount of a product and enhance the value of a product. Consequently, manufacturers stress importance of brand naming. Ther

6、e is no denying that trademark translation plays an important role.Culture shapes language and then language shapes culture . Brand translation is also the activity of cross-cultural communication. Different cultures must be taken into consideration, also customs, and esthetic merits and so on. It i

7、s not an easy work to devise an effective and impressive brand name. Neither is the brand translation between Chinese and English, because it involves cultural differences, which cannot be neglected or will lead to bad effect. This study mainly investigates cultural differences in trademark translat

8、ion and put forward consequent methods or strategies based on these findings.Characteristics and Functions of Trademark From the definition of brand mentioned above, it is easy to imagine its general characteristics and functions. It is necessary to know about them in order to research trademark tra

9、nslation from the perspective of cultural differences and put forward some proper methods. This part focuses on them in detail.1.1 Characteristics of TrademarkAs the symbol of the actual product, brands have the following characteristics:First of all, brand is a mark which is closely concerned with

10、a certain product or service. If there is no connection between them, the value of the brand cannot be achieved and the brand has no significance at all. Secondly, brand has the character of distinguishing one product or service from another and it can achieve competitive advantages. Thirdly, brand

11、has a particular feature: it is easy to be read or understood by reading the word, sign, symbol, or the combination of them . By doing so, it can impress consumers deeply.1.2 Functions of TrademarkAs the development of economy, brand may be a kind of economic symbol more than a mark of the product o

12、r service, just because it has useful functions to which people pay attention. There are several major functions as follows:1.2.1Distinguishable Functions As different people have different faces, brands also have different names, which can identify product from others. By looking at the brand, one

13、can easily know which kind of products it is, just as by seeing the face of person, we know who he/she is. Brands are the signatures of products and none of them are repeated. In addition, brands help consumes to distinguish a certain product from others . 1.2.2Informative FunctionSince brands are s

14、igns of products, there are close relations between brands and products. Brands may provide some information, such as the source of product, the place of production, the material used in the product, the function of the products, and the name of the producer, etc. For example, “Fort” indicates the f

15、ounder of this car company-“Fort”. “Coca-Cola” is based on the products original constituents extracted from “coca” leaves and from the “cola” nuts. “Champagne” shows the famous place of producing wine. 1.2.3Stimulating ConsumptionAccording to the investigation, most consumers also take the style, the color and other related factors of brands into consideration when they choose products. For example, in China Coca-Cola designed in red color is more popular than that