从跨文化角度探究商标词的翻译毕业作品.docx

1、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On the Translation of Brand Name from the Perspective of Cross-cultural Communication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

2、。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AbstractComparatively speaking, the international trade is more frequent with the internationalization. All the nations are busy selling their own products in the situation that competition of the international market is

3、becoming fierce. Brand names play a decisive role in the process of sales. It is important to translate the brand names between Chinese and English for improving the sale of products. There is no wonder that better translation of brand names can sell the products better. Revolving the proposition, t

4、he thesis divides into three parts,1)the background and importance of translating brand names; 2)expressing principles of translating brand names; 3) strategies of translating brand names with many examples. Through an analysis of translating brand names from the perspective of cross-cultural commun

5、ication, this thesis helps to seek for a suitable brand name with the consideration of different culture between English and Chinese. As a result, a good brand name can attract customers and promote sale of products.Key words: brand name; translation; literal translation; transliteration; strategy C

6、ontents 3.4 Creative translation.10Bibliography.12 1. Introduction 1.1 Background informationWith the deepening of the international division of labor, the development and the trend of global economic integration is strengthening day by day. International trade has become an important force to promo

7、te world economic development. Whats more, China being a member of the WTO brings more foreign products into Chinese market and Chinese products have more access to the international market. There is no wonder that products can enhance competitiveness and make good benefits due to a good reputation

8、and fame. Therefore, all nations tap the international market potential and promote the development of international trade using brand name. (LiJianjun, 2004:89-90) Accurate, translation of brand names is very important today when trade is becoming more frequently day by day. Problems are sure to ar

9、ise in brand names translation. Whether translate brand names well plays an important role on the sale abroad. However, the field of brand names is a place where the competitive has long been intense. In China, the history of brand names in the modern sense is pretty brief compared with that of the

10、western society. After the reform and opening up of China, Chinas brand names industry has seen a rapid development whose speed has been unprecedented in the whole word. Together with the economic boom is a rapid development of Chinese brand names industry. 1.2The importance of brand name translatio

11、n Brand names have a history far shorter than that of the human society, but why are brand names so important? At least three factors are involved in brand names: buyers, sellers and the commodity. The aim of brand names is to attract the attention of the consumers in foreign market and rouse their

12、purchase desire. People from all around the world think brand names are very important. In Chinese culture, The Analects of Confucius, (论语) which is a classic work of Confucianism, there is a famous saying, “If names be not correct, language accords not with truth. If language accords not with the t

13、ruth, affairs can not achieve success.”(名不正，则言不顺。言不顺，则事不成。) Therefore, not surprisingly Chinese businesses have attached great importance to brand names of their products. Brand names as a card of products makes customers know the product well. Most of the customers judge quality from brand names in

14、 the first place. 1.2.1 Concepts of brand and brand nameAccording to a certain Japanese scholar, Brand is the face of a product. Brand is a commercial term. According to A Glossary of Marketing Terms: Marketing Definition, “Brand is a name, term, sign, symbol, design or some combination used to iden

15、tify the products of one firm and to differentiate them from competitive offerings.”(Committee on Definition, 1996) The ingredients in a brand constitute the product itself, the packaging, the brand name, the promotion, the advertising and the overall presentation. The brand is actually a synthesis

16、of all these elements, physical, aesthetic, rational and emotional. Therefore, a brand name is merely a part of a brand-fundamental of language, culture, psychology, market, aesthetics etc. However, a powerful brand name embodies a unique set of values and attributes and hence stimulates consumers interest. It is the core of the product identity and pe