英语论文Trade Mark Translation in the.docx

英语论文Trade Mark Translation in the.docx

《英语论文Trade Mark Translation in the.docx》由会员分享，可在线阅读，更多相关《英语论文Trade Mark Translation in the.docx（16页珍藏版）》请在冰豆网上搜索。

英语论文TradeMarkTranslationinthe

TradeMarkTranslationinthe

PerspectiveofReceptionAesthetics

1.Introduction

Inmodernsociety,trademarkisnotonlyasymbolofenterprisesbutalsoaweaponforcorporationstocompetewithcounterparts.Hence,trademarkisoffirst-rateimportanceforcompaniestoselltheircommodities.Soistrademarktranslation.Withthetrendofglobalizationandthedevelopmentofinternationaltrade,trademarktranslationiscrucialforthesaleofcommoditiesinforeignmarkets.Excellenttranslatedtrademarksbringprestigeandprofittocompanies,whilepoortranslatedonesresultininestimabledamageanduncountableloss.Therefore,brandnametranslationdoesmakeabigdifferencetomanufacturersandsellers.

Asamatteroffact,westernscholarshavebeenstudyingtrademarktranslationforalongperiod.However,trademarktranslationwasrarelymentionedinChinesetranslationstudies.Fortunately,ithasdrawnChinesetranslators’attentioninrecentyears.EnormousamountsofarticlesontrademarktranslationarepublishedinChineseinfluentialacademicjournalslikeChineseTranslatorsJournal,ShanghaiJournalofTranslators,etc.Forinstance,ChenZhendongissued“OnE-CTranslationofTrademarks”（2005）inShanghaiJournalofTranslators.HuKaibaoandChenZaiquanpublished“AestheticPropertiesofCommodityNamesandE-CTranslationofTrademarks”（2000）inChineseTranslatorsJournal.

Inthepreviousstudiesoftrademarktranslation,mostexpertsconcentrateontranslationmethodsandskills.Nevertheless,therearestillsomeresearcherswhostudytrademarktranslationfromtheperspectivesofaestheticbeauty,culturalbackgroundandlinguisticrules.Asforthetheoriesappliedtotrademarktranslation,therearetheprincipleofthreecharactersbroughtforwardbyYanFu,theprincipleofequivalenceputforwardbyNida,etc.

Thesetraditionaltheoriesareusefulforsomebrandnames,butnotpracticalinanycase,fortheyignoretheviewersofbrandnames,whoarethejudgesofbrandnametranslation.Accordingly,contemporaryscholarsstarttoexploretrademarktranslationinnewangles.WangZuoliangpointedoutthattranslationshouldbestudiedinanewperspectiveinthenewperiod,andreadersshouldbetheprimaryconcernoftranslators（YangZijian,LiuXueyun,2003:

287）.ItisafactthatsometranslatorshavestudiedtranslationfromtheperspectiveofReceptionAestheticsinwhichthecloseconnectionbetweenreadersandliteraryworksandtheactiveroleofreadersareemphasizedalot.Forexample,HouXiangquncreatedhis“OnReceptionTheoryandTranslation”（1994）.HuKaibao,HuShirongtogetherproduced“ReceptionTheoryasanExplanatoryToolinTranslationStudies”（2006）.

Consideringtheactiveroleofconsumersinbrandnametranslation,itisreasonabletoguidebrandnametranslationwithReceptionAesthetics.Withtheaimtocontributetotranslationtheoriesanddohelpintranslationpractice,thisthesisprobesintothesignificanceofReceptionAestheticsintrademarktranslationintermsofhorizonofexpectations,fusionofhorizonsandhorizontransmutation.

2．TrademarktranslationandReceptionAesthetics

2.1Trademarkandtrademarktranslation

Inthecommercialsocietyabundantwithvariedgoods,trademarkandtrademarktranslationdeservemoreattention,fortheyaremostlythefirstcontactofconsumerstoproductsanddohelpintherealizationofbrandpopularity.Thispartwillfirstdefinetrademark,thenillustratethefunctionsoftrademarkandtrademarktranslation,andfurtheranalyzethestatusofconsumersandconsumers’needsandmotiveswhichareimportanttotrademarktranslation.

2.1.1Definitionoftrademark

AccordingtoContemporaryChineseDictionary（1996:

1104），trademarkisamarkorasignthatisplacedonaproducttodistinguishitfromthelikessoldbyotherproducers.OxfordDictionaryofEconomicsdefinestrademarkasfollows,“asymbol,logo,ornameusedtoenablethepublictoidentifythesupplierofgoods”（Black,2002:

472）.Anotherdefinitionoftrademarkis“aspecialname,sign,word,etc.,whichismarkedonaproducttoshowthatitismadebyaparticularproducer,andwhichmaylegallyonlybeusedbythatproducer”（LongmanDictionaryofContemporaryEnglish,1993:

1126）.

Judgingfromalltheabove,thereareseveralcharacteristicsoftrademark.Tobeginwith,trademarkisaspecialname,sign,orlogothatismarkedonaproduct.Secondly,itisusedtodifferentiatetheproductandtheproducerfromthelikes.Thirdly,itisanimportantformofcommercialpropertywhichislegallyusedonlybytheholder.

2.1.2Functionsoftrademarkandtrademarktranslation

Intoday’smarketingeconomy,trademarkisnotjustasimplesignplacedonaproduct.Withtheintensificationofcompetitioninthemarketplace,enterprisesstarttoattachmorefunctionstotheirtrademarks.Aparticularbrandnamecandistinguishthearticlefrompilesofsimilargoods.Thisaidsconsumersintherecognitionoftheirfavoriteproducts.Moreover,top-brandedcommoditiesareeasytoreachalargegroupofintendedcustomers.Itisafactthatenormousamountsofconsumersshowstronginclinationtobuythegoodsnamedexcellently,whichbringsagreatmanybenefitstosellers.Furthermore,awell-builttrademarkhelpstheestablishmentoftheimageofacompany.Acharacteristicbrandusuallyrepresentsthespiritofacorporation.Hence,thenameofabrandpublicizesnotjusttheproductbutalsothecompany.Inaddition,customers’brandloyaltycouldbebuiltupwithawell-designedbrandname.Consumersmaybeabsorbedbythepleasantnameandfavoritforalongtime.Lastbutnotleast,atrademarkwhichisregisteredlegallycanprohibittheinterestsofcompaniesfrombeingviolated.

Asisdiscussedabove,trademarkplaysacrucialroleinthepromotionofcommodities.Thesamegoesfortrademarktranslation.Thefirstimpressionofconsumerstoanativeproductisprobablygivenbyitstrademark,whilethefirstimpressiontoaforeignproductislikelyofferedbyitstrademarktranslation.Whetherornotgoodscanbesoldwellinforeignmarketsreliesontheirtrademarktranslationstoacertainextent.Anappropriaterenderinghelpstobuildaperfectbrandimageandcontributestothepromotionofgoods.Aqualitytranslationofbrandnameswilldrawconsumers’attention,arousetheircuriosity,stimulatetheirdesireandeventuallyeffecttheirpurchaseofthearticle.Ifthebrandnametranslationissatisfactoryenough,theso-calledbrandloyaltycouldbebuiltup.Thentheintentionofthetranslationcommissionerisrealized.Onthecontrary,apoorlytranslatedbrandresultsingreatlossforbothmanufacturersandsellers.Aninappropriatebrandrenderingcouldnotshowmuchpleasantnesstotheviewers.Naturally,itwillruintheimageoftheproducerandthesellerandcausetherejectionofconsumerstotheproduct.Finally,thetranslationinitiatorwhohopestoimprovesaleswiththehelpofabrandtranslationwillfeeldisappointed.

2.1.3Significanceofconsumersintrademarktranslation

2.1.3.1Statusofconsumersintrademarktranslation

Brandnametranslationisresponsibletosendthesourcemessagetotargetconsumersasaccurateaspossible.Translatedbrandsaresupposedtonotonlyremaintheessenceoftheoriginaltext,butalsogaintheappreciationofintendedcustomers.Consequently,consumers’receptionbecomesofprimaryimportanceandconsumersintheintendedmarketareputintoadecisivestatus.Itispotentialconsumerswhowillnotice,beengrossedin,andpayattentiontothetranslationsofbrandnames.Itisalsoprospectiveconsumerswhoplaytheroleasthereaders,theaddresseesandtherespondersofabrandtranslation.Itseemsthattheroleofconsumersshouldbegivenfullconsiderationintrademarktranslation.Hence,brandnametranslatorsshouldbearinmindtargetaudiencewheneverdoingtranslations.

2.1.3.2Consumers’needsandmotivesintrademarktranslation

“Aneedisthewishandrequirementofpeopletopossess,consume,orenjoysomethinginordertomaintaintheirlivingandbetterself-development”（Net.1）.AccordingtotheAmericanpsychologistAbrahamH.Maslow,therearetwocategoriesofhumanneeds.Oneisbasicorphysicalneeds,theotherisadvancedorpsychologicalneeds（Net.1）.Basicorphysicalneedsaretheoriginofconsumers’wantforthingslikefood,drinkandclothes.Whileadvancedorpsychologicalneedsarethesourceofconsumers’desireforthingsastoys,make-ups,digitalproducts,etc.AsChenFuyubelieves,consumers’needs,eitherthephysicalneedsorthepsychologicalneeds,stimulateconsumerstocarryouttheirconsumingactions（2004）.Hence,trademarktranslatorsareobligedtogivefirstconcerntoconsumers’needs,especiallytothepsychologicalneeds.

“Amotiveisthepsychologicalcharacteristicofpeopleaimingatachievingsomething,whichproducesaparticularintentionandpower,andthereforestimulatespeopletocarryoutcertainactions”（Net.1）.Inotherwords,amotiveisaninteriorstimulantofpeople’sconsumption.Itsroleasaguiderintheconsumptionprocessshouldnotbeignoredbybrandnametranslators.

Inthesocietyabundantwithvariedcommercialitems,itisconsumers’psychologythatencouragespeopletoselectaspecialproductfromthelikes.Hence,topromotethesaleofcommodities,consumers’psychologyshouldbegivenacertainpriority.Sinceconsumers’needsandmotivesarethemainconcernsofconsumers’psychology,tosatisfyconsumers’psychologymeanstocontentconsumers’needsandmotives.Naturally,topromotethesaleofcommodities,translatorsshouldenabletrademark