中西方文化差异中的英文商标翻译Word文件下载.docx

1、Introduction.11. The Significance of Trademarks.1 1.1 Definition of Trademarks.1 1.2 Functions of Trademarks.1 1.2.1 Stimulating Consumption.1 1.2.2 Cultural Function2 1.2.3 The Function of Advertising.2 1.2.4 Informative Function.2 1.2.5 Economic Function.2 1.3 The Importance of Good Trademark Name

2、s.22. The Features of Chinese Translation of English Trademarks.3 2.1 Equivalence.3 2.2 Popularity.3 2.3 Sensation.3 2.4 Deepness.43. Chinese and Western Cultural Differences on the Influence of English Trademark Translation.4 3.1 Thinking-pattern Differences.4 3.2 Social Value Differences.4 3.3 Nat

3、ional Psychological Differences.5 3.3.1 National Values.5 3.3.2 Religious Beliefs.5 3.4 Aesthetic Interest Differences6 4. Translation Strategies of English Trademarks.6 4.1 Transliteration6 4.1.1 Pure Transliteration.74.1.1.1 Peoples Names Trademarks.7 4.1.1.2 Places Trademarks.7 4.1.2 Homophonic T

4、ranslation7 4.1.3 Omission of the Tone.7 4.2 Free Translation.8 4.2.1 Pure Free Translation8 4.2.2 Choosing Free Translation8 4.3 Combination of Transliteration and Free Translation.8 4.4 Quality Translation.9 4.5 Effectiveness Translation95. Some Principles in English Trademark Translation.10 5.1 R

5、eflecting Commodity Performance and Its Features10 5.2 Catering to Mentality of Chinese Consumers10 5.3 Respecting Chinese Traditional Culture10 5.4 Be Concise and Aesthetic.10Conclusion.11Bibliography.12Acknowledgement.13IntroductionTrademark is a symbol of a product in the form of one or more word

6、s （Oxford Dictionary of Business, Market House Book Ltd, 1990）. It stands for the quality, function, after-sale services and other important traits of the product. And it is not only a logo, also a lure, the final goal which is to attract customers and sell commodities. The translation of trademarks

7、 belongs to the field of business translation and also has its own distinguishing features. As stated by an American scholar, “A good translation of a brand name can bring millions of dollars difference in the product sells record.”（包惠南，2001:28） With the globalization of world economy, especially wi

8、th Chinas entry into the World Trade Organization, more and more foreign products are flooding into China. For this, a trademark translation has become an increasingly significant part of marketing strategy. It is therefore not only necessary but also urgent to study on brand names and the brand tra

9、nslation to upgrade to a new level. A well-translated trademark will help attract customers and inspire their enthusiasm for purchase. A trademark translated improperly sometimes will bring negative effects or even lead to spoil the image of the product. As we know, there are some difficulties in th

10、e trademark translation when a translator translates trademarks into several languages owing to the cultural differences. Then, in this paper, some general knowledge about trademark and the cultural differences between Chinese and Western are shown. What is more, in order to avoid the cultural confl

11、icts during the translation, some translation strategies are provided. And at the end of the paper, some general principles of trademark translation are given to be a good trademark translation.1. The Significance of Trademarks1.1 Definition of TrademarksA trademark is shown by a name, a word, a sig

12、n, a symbol anda design. It is used to identify the products and services of one seller or one group of sellers and to make them different from their competitors in the same lines. （王向华，2003:12） In other words, the trademark is regarded as the symbol of the real product. Trademark is a synthesis of

13、all these following elements: aesthetic, rational and emotional and cultural, which is a perception created in the mind of consumers who attribute to beliefs and values to the product. （吕晔，2005） Trademarks are printed on the surfaces of the products, packages, and emerged in some public places. Trad

14、emarks have the following three features: first of all, trademark has the character of distinguishing one product or service from another. Second, trademark is a mark which is concerned with a certain product or service closely. Third, trademark has a particular feature that it is easy to be underst

15、ood by reading the word, sign, and symbol as well as design.1.2 Functions of Trademarks On one hand, with the development of world economy, trademark plays more and more important role in the International trade and its significance is realized by most famous companies. On the other hand, trademark

16、is a kind of economic symbol not just a mark of the product or service. Now I will show you that trademarks have five functions as follows:1.2.1 Stimulating ConsumptionVarious images and names as well as the style on the package adopted by trademarks have much influence on stimulating consumers purc

17、hasing desire. With the improvement of living environment and conditions, people want to buy much more goods, namely the luxury. Trademarks designers try to make these trademarks as smart as possible and as unique as possible. Generally speaking, trademarks have much influence on the stimulation of

18、the consumption.Most consumers choose the products according to the trademarks they are familiar with or like. Children choose the goods according to the colorful designs on the package. For example, “Oil of Olay” is a trademark of a certain active hydrating lotion. The articles named after the name

19、s of famous persons can also stimulate the consumption because consumers worship them and have the psychology of imitating them. For example, sports wear, “LI-NING”, is welcomed by sports fans.1.2.2 Cultural FunctionIn modern age, the enterprise is not only the main force of economic development, bu

20、t also cultivates advanced business culture, and advocates the conception of healthy life. In fact, the enterprise can develops sustainably. I think the main reason is that it cannot live without the profound cultural foundation. Trademark is the expression of enterprise culture and management theor

21、y. Structure, forms and the propaganda way of trademark always convey social enterprise culture. Many well-known trademarks already contain rich history, geography and art knowledge, and also show a trademarks owner with people-oriented management idea and the enterprise culture. （吕晔，2005）1.2.3 The

22、Function of Advertising Trademark is a tool of modern business promotion, through it releases commodity information and stands out its features. Prominent and concise trademark can attract the attention of consumers and deepen their impression on it. Consumers are attracted to choose goods for the p

23、rominent trademark. In reality, trademark becomes an invisible advertisement.1.2.4 Informative FunctionSince trademarks are the marks of products or services, they must have something to do with them. In other words, trademarks can show the features of products or services. Most trademarks can provi

24、de information about products or services, such as the place of production, the original material used for the product, the functions of the products, and the name of the producer and so on. For example, “Coca-Cola” is based on the products original constituents collected from “cola” leaves and from

25、 the “cola” nut. “康泰克” means restoring the health of the patient. 1.2.5 Economic FunctionTrademark, especially the well-known trademark is a very large wealth for the enterprise. In modern society, the trademark has become an important intangible asset, and is also the symbol of enterprise. A social

26、 visibility of trademark often contains large commercial value and brings rolling profits for enterprise. In the modern era, it is necessary to establish a famous trademark so that the enterprise can expand its market, and win over the opponents in the fierce competition in this line.1.3 The Importa

27、nce of Good Trademark NamesA good trademark name can save millions of dollars for enterprises because it carries its own meaning, describes the products advantages, and makes the product different from its competitors so that it can help the enterprises to earn much more profits. By reading the good

28、 trademark names, it is easy to know the characters of products and then tell the products from one to the other. Besides, a good trademark has the function of distinguishing, providing the products information and stimulating consumption and so on. A good trademark is a very good advertisement for the product and helps to take in a larger market all over the world. Therefore, the enterprises always try their best to explore the trademarks commercial charming from every aspect.2.