英语专业论文 商标翻译研究.docx

1、英语专业论文 商标翻译研究1. IntroductionNowadays, trademarks can be seen everywhere, such as in the packages of foods, clothes and so on. With the development of international trading and communication, the translation of trademark will play a more and more important role in international trading. Proper tradem

2、ark translation will bring good effects, such as economic benefits, and corporation image. A proper translated trademark can promote sales; enhance the brand-effect and so on. In a word, a proper translated trademark can help the producer to gain an advanced position in international competition. So

3、, it is quite necessary for us to study the methods of trademark translation.Trademark translation has a relatively short history.1.1.History of Trademark TranslationThe translation of trademark is respectively a new area. In 19th century, the modern trademark system was founded in most European cou

4、ntries successively. France is the first country to establish the Registration of Trademarks System, because it published a code of laws, which affirmed the protection of rights of trademarks in 1804. Before the 1980s, natural economy and Isolation Policy had prevailed in a very long time in China,

5、so there are hardly works to introduce trademark. Until 1904, Qing Dynasty promulgated a trademark law because of Western imperialists intimidation and pressure. It was a sign that the trademark came into effect in China. Since the 1980s, trademark translation becomes a heated topic and draws more a

6、nd more peoples attention with the deepening of Chinas reform and opening policy. In 2000s, with the development of global economy, the communications among different countries become more and more frequently. In other words, trademark translation is flourishing in modern times. Now, lots of corpora

7、tions and translators pay keen attention to the trademark translation, because trademarks play a decisive role in exploring markets, seizing markets and setting up brand image. Therefore, trademark translation is not an innovation, but its developmental history is also not very long.And a proper tra

8、nslated trademark has some characteristics. Generally, a proper translated trademark should be a reflection of the product; and a proper should pronounce and spell easily, and be easy to remember and recognize; over all, a proper translated trademark should be distinctive and can covey the connotati

9、on correctly.1.2.Characteristics of a Good TrademarkFirstly, a proper translated trademark should suggest something about the products characteristics-its benefits, use or action. Secondly, be easy, simple and clear to spell, pronounce and recognize. This characteristic can enhance trademark. Tradem

10、arks are usually short and easy in form, because thus can decrease the customers efforts to recognize. Short names can facilitate recall because they are easy to remember and store in memory. Thirdly, a proper translated trademark should be distinctive. Although a trademark should be simple in form

11、and pronunciation, a trademark should by all means be distinctive. The distinctiveness is inherent function of a trademark, which can help customers tell one product from the other easily in the market. In our daily life, it is common that some trademarks share the same name with some famous people

12、or places. In other words, these trademarks are very familiar to customers. However, this familiarity does not contradict with distinctiveness. Fourthly, a proper translated trademark should possess favorable connotation, which can bring out favorable association for customers. In other words, the n

13、ame should avoid unpleasant connotation that may offend customers as much as possible. To create the favorable brand association, the trademark should have the ability to meet the customers psychology. From the characteristics of the trademark, we can see that determining a product name is a challen

14、ging job. Translating trademarks should consider these characteristics, which are vital in product competing advantage. Meanwhile, we should also bear some criteria in mind when translate a trademark. The main criteria are:1.3.Criteria of Trademark TranslationCreativeness is the key factor in tradem

15、ark translation. From the successful translated trademarks, we can consider trademark translation as a kind of interpretation, not translation. This kind of interpretation, which requires the translators to convey both the meaning and the spirit of the original, is totally different from literary tr

16、anslation. It is a type of “recreating”, in which the translators use adding or deleting words to achieve good effects. Trademark translation is a kind of persuasive communication. It is the special tool that marketers use to persuade customers to buy their products. This communication is the bridge

17、 between marketers and consumers, and between consumers and their social-cultural environment.In short, the subject of trademark translation is to convey the message of the original condition. A desirable and acceptable trademark translation has two main criteria. (1) It can publicize its products w

18、ith suggesting the advantages and features of the products. (2) It conforms to the cultural psychology and reception aesthetics of intended customers. 2.Methods of Trademark Translation and CommentsTo study the methods of trademark translation, the author believes that it is necessary to learn the d

19、efinition of a trademark and translation:Newmark Peter gives the definition of a trademark as following: “trademark is the literal appellation of commodity, and is a special sign 1.” Richard T Hise also gives the definition of it as following: “a brand, i.e. trademark, is a name, term, sign, symbol,

20、 design, or a combination of them that tells who makes it or who sells it, distinguishing that product from those made or sold by others. A brand name is that part of brand that can be vocalized2.”In Websters Third New International Dictionary of the English Language gives the definition of translat

21、ion as following: “to turn into ones own or another language.” American translation theorist Nida gives the definition of translation as following: “Translating consists in the receptor language the closest natural equivalent of the source-language message, first in terms of meaning and secondly in

22、terms of style 3.” Some scholars believe that the translation holds a duty to transmit the logical image or art in real society, included in the original articles, from one language into another without being destroyed.In this section, the author will give some main methods of trademark translation.

23、 There are several methods of trademark translation, and the most usual ones are: transliteration, literal translation, transliteration and literal translation, literal translation and adaptation, and adaptation. Meanwhile, the author will give some humble comments on the methods of trademark transl

24、ation.2.1. Methods of Trademark TranslationBecause of the great importance of trademark translation, many experts have done a lot of researches in this area, and brought forward many methods for trademark translation. “At present, the common methods used by translators include addition, deletion, co

25、nversion, repetition, combination, cutting, substitution, recreation, homonyms a replacement and so on 4.” The main five methods of trademark translation are the following ones: transliteration, literal translation, transliteration and literal translation, literal translation and adaptation, and ada

26、ptation.2.1.1. TransliterationTransliteration is a method that translates the trademark according to the pronunciation. “If we use this way, it is because that there is no suited word in the target language to match with the original language. Or there are some suited words, but have different lexem

27、e connotation 5.” It requires the translator to use the same or akin articulation in target language to express the original trademarks. E.g. “The famous brand “Nike”, we translate it as “耐克”，which is similar in pronunciation, and also has a implication of long endurance 6.” Many trademarks for impo

28、rt and export goods are translated by using transliteration. Such as “摩托罗拉”，( Motorola mobile phone),“西门子”，(Simens mobile phone), Haier(海尔electric home appliances), Erissin(爱立信mobile phone), Nokia(诺基亚mobile phone) and Erdos(鄂尔多斯cashmere sweater). Sometimes we can also succeed in finding available (o

29、r coined) English words that are pronounced similarly to the Chinese version. For example,“安踏”as Anta,“海尔”as Haier,“科龙”as Kelong. At the same time, most proper trademarks are translated by using transliteration, because it can keep the original flavor of trademarks and show the country of origin or

30、quality of products. The trademarks based on place (sometimes scenic spots and historical sites) are generally transliterated. Some Chinese famous trademarks are translated into English by using transliteration. For example, Harbin is the origin of Harbin beer and cigarette and“茅台”country is the pla

31、ce of brewing“茅台”liquor. These well-known trademarks are translated into English by using transliteration, indicating the genuine origin of the products. 2.1.2. Literal TranslationLiteral translation, also called creation translation, is the primary way of trademark translation. If we use this way,

32、there must be at least two reasons: one is that there is suited word in the target language to match with the original language; the other is that the suited word in the target language reflects the same or equivalent meaning of the original language, or they have the same effects. Since that tradem

33、arks usually consist of one or a few words and by no means of sentences, the literal translation procedure used here means to translate the literal meaning or the characteristics of the trademark. The pleasant meaning and some profound connotation can fulfill the consumers psychological needs, and thus