本科论文英文商标及其中文翻译.docx
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本科论文英文商标及其中文翻译.docx
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本科论文英文商标及其中文翻译
QualitativeResearchonTrademarkTranslation
论文方向:
翻译学
指导老师:
侯双双
SubmittedtoEnglishDepartment
OfForeignLanguagesSchoolofShandongUniversity
InPartialFulfillmentoftheRequirement
FortheDegreeofBachelorofArts
通讯地址:
邮编:
电话号码:
October3,2011
Abstract
ThisarticleisaboutthequalitativeresearchontrademarktranslationwithcomparingEnglishtrademarkandChinesetranslationonadvertisement.Thisarticlesummarizesfivecharacteristicsoftrademarktranslation,i.e.,equivalence,brevity,attractiveness,associationandcreativity.Thisarticlealsosummarizesfourprinciplesoftrademarktranslationincludingharmonyprinciple,inductiveprinciple,principleofeffectivenessandaestheticprincipleaswellasfourmethodsoftrademarktranslation,whichiscomposedofthemethodofChinesePinyin,themethodoftransliteration,themethodofparaphrase,thecombinationoftransliterationandparaphrase.
Keywords:
Englishtrademark;translation;consumers
中文摘要
本文通过对比英文商标及其中文翻译,对商标的翻译作出定性分析。
文章总结了商标翻译的五个特征,即等效性、简洁性、吸引性、联想性及创新性;概括出了商标翻译的四个原则,即协调性原则、归纳性原则、实效性原则、美感原则;归纳出了商标翻译的四种方法,即汉语拼音法、音译法、意译法和音义结合法。
关键词:
英文商标;翻译;消费者
Introduction
Thehumansocietyhasenteredthe21stcentury.Theinternationaltradeisdevelopingfast,causingtheincreasingcommercialcooperationandthecommodityimportandexport.Thetrademarkisplayinganimportantroleinthematterwhethertheforeignproductcanoccupythemarket.Thetranslatedtrademarkisthesecondnameofcommodityinothercountries.Itisnotonlyalogobutalsoalure,whichistoattractconsumersandsellcommodities.Agoodtrademarktranslationmaybringanenterprisehugewealth,whereasabadonemayletanenterprisesuffergreatloss.Therefore,anenterprise’sfutureiscloselylinkedtotrademarktranslation.Evidently,thetrademarktranslationhasbecomemoreandmorepracticalandessential.Thisarticlewillgiveusaqualitativestudyonthetrademarktranslation.
ChapterⅠ.BriefIntroductionofTrademark
Trademarkisasymbolofgoods.Itisaproductofthedevelopmentofcommodityeconomy.Commodityproducerandoperatortakeitasasignificantmarktomaketheirowngoodsdistinguishfromothercommodities.Itisthesignificantfeaturesoftheconcentrationofgoodsaswellasthecoreofcultureofgoods.Trademarkisusuallyregardedasthesimplifiednamesofcompanies.Itbecomesthesymbolofacompanyaslongasitappears.Asthebridgebetweenproducerandconsumers,trademarkhasbecomeapowerfulweaponwithwhichthecompanycanparticipateintheinternationalcompetition.Agoodtrademarkshouldberichincontent,andcanreflectthecharacteristicsofproducts;Agoodtrademarkshouldbeeasytoremember,easytoberead,easytobeunderstood,andvivid;Agoodtrademarkshouldbesellingpointsofcommodities,whichcanarousetheconsumers’desiretobuythem.Trademarkisoneoftheeffectivewaystohelpenterprisestopublicizetheircompanyidentityandbetterselltheircommodities.
Withtheglobalizationofeconomicdevelopment,theinternationaltradehasbecomeintoaverycriticalpowerforpromotingtheeconomydevelopmentofthewholeworld.Now,thetrademarktranslationisinevitableiftheproductisexpectedtoenterinternationalmarket.
Alongwiththeaccelerationoftheeconomicglobalization,especiallywithChina'sentryintotheWorldTradeOrganization,moreandmoreChinesehaverealizedtheimportanceofgoodtrademarktranslations.Agoodtranslationofatrademarkcanbringmillionsofdollars’differenceintheproduct’ssellsrecord.Itcannotbedeniedthatsellsrecordsandprofitsareimportantforthemanufacturer.However,amoreimportantsignificanceforagoodtrademarktranslationliesinthefactthatthenameoftheproductisconducivetothepromotingoftheproduct,theenhancingofitsfameandcompetitivenessaswellasthecrackingdownofthecounterfeits.
Foronespecificproduct,itstrademarkisofgreatimportance.Whenvariouskindsofcommoditiesgoglobal,theirnamestravelwiththemaswell.Asthetradeofcommoditiesexpands,trademarksofcertainproductshavebecomeveryfamousandsomesuccessfulonesgraduallygetrecognizedbythewholeworld.Aforeigntrademark,nomatterhowmuchfametheyenjoyglobally,willbedifficultforChineseconsumerstoacceptifitdoesnothaveanimpressivetranslationintoChinese.
Thetranslationoftrademarkisakindofinterculturalcommunication,anditshouldcrosstheculturalboundaryofthetargetlanguageandconformtopeople'saestheticpsychology.Asuccessfultranslationofthetrademarkshouldnotonlytransferitsinformationconcerningthecommodityorservice,butalsotransferitsculturalsignificancetotheaudienceinthetargetculture.Thisappliesparticularlytoculture-loadedtrademarksthathavedifferentmentalassociationsindifferentcultures.Accordingtotheprincipleofthefunctionalequivalence,thetranslatedtrademarkshouldachieveaperfectlinguisticunityamongpronunciation,formandmeaning.
ChapterⅡ.TheCharacteristicsofTrademarkTranslation
Comparedwithothertranslation,thetrademarktranslationhasitsowncharacteristics,whichiscloselylinkedtothecharacteristicsoftrademarkitself.Ingeneral,afterbeingtranslatedfromEnglishtoChinese,thetrademarkusuallyhasthecharacteristicsbellows.
2.1Equivalence
Thetrademarkmustbetranslatedinaccordancewiththeaimthatoriginalcontextwantstobeachievebothinformandcontent.ThefamoustheoristoftheUS,Nida,whointroducedthetheory“theprincipleofequivalence”,pointedoutthateachlanguagehasitsowncharacteristics.Totakepartincommunicationactivities,wemustrespectthecharacteristicsoflanguage.Averyfruitfultranslatoristhemanwhonotjustimposesthelanguagestructureonanotherlanguagesimply,butthemanwhoisreadytomakeadjustmentfornecessarychangeandreproducetheinformation.Inhisopinion,theaimoftranslatedcontextmustconformtheoriginaloneespeciallyintheinformationofcontent,formandexpressthestyle,thecultureoflanguage,andthecustomsofsociety.Accordingtothetheory,thepronunciation,themeaning,theformoftranslatedtrademarkshouldcorrespondwiththatoftheoriginaltrademark.Inanotherword,thetranslatedonemusthavetheabilitytoproducethesameorapproximatefunctionsoftheoriginaltrademark.
2.2Brevity
Generallyspeaking,atranslatedtrademarkisbriefandtothepoint.Alongtrademarkisnoteasytoremember.Fromtheangleofpsychologyofconsumption,alongtrademarkhasbadinfluenceonthebuyofconsumerstosomeextent.ThetranslatedtrademarkusuallyhasfourChinesecharactersatmost.Somesyllablesshouldbedeletediftheoriginalonehasmorethanfoursyllables.Sometrademarksdon’thavetoomanysyllablesandareeasytopronounce.Inthatcase,althoughwecantranslateeverysyllableofit,theChineseafterbeingtranslatedislong.Wealsohavetodeletesomeofthem.Taking“Metersbonwe”forexample,weusuallycallit“美邦”insteadof“美特斯邦威”because“美邦”iseasierforustorememberandtheconsumersaremorelikelytobuyit.Americanbeer“Budweiser”istranslatedinto“百威”insteadof“百德威斯”because“百威”isattractiveandbrief.Whatmakes“百威”popularisthatitshowsusthatpeoplewillbeenergeticandpowerfulafterdrinkingit.“Bausch&Lomb”wastranslatedinto“鲍蒂布龙”,but”博士伦”ismorepopularbecauseitexpressestheinformationthatpeoplewiththisglassesislikeadoctor.
2.3Attractiveness
Thetrademarkisaspecialkindoflanguages.Itistheconcentrationofcommodities’distinctcharacteristics,andthecoreofcommodities’culture.Itistheluretoattractconsumersandsellcommodities.Therefore,attractivenessbecomesanotherimportantcharacteristicoftrademarktranslation.Whetheratrademarktranslationissuccessfulornotisconditionaltotheconditionwhetherithasattractedconsumerstobuycommodities.Ifatranslatedtrademarkcannotpromotethesalesofcommodities,thetranslationoftrademarkisafailure.Trademarktranslationisnotjustaprocessoftranslatingtrademarkfromonelanguagetoanotherlanguagesimply,butaprocessofexpressingthecultureofonecommodity,andattractingconsumerswithitsuniquecharm.Forexample,Colgate,namedafterthefounderColgate,hasnoattractivenessatall.Butthetranslatedtrademark“高露洁”isgoodenoughtodrawtheattentionofconsumersbecause“洁”presentstheadvantageofthisproduct.Another,“Head&Shoulder”means“头发与肩膀”.Thedesignerwantstoshowthecleanhairafterusingthisproduct.Thetranslation“海飞丝”expressestheinformationrightly.
2.4Association
TranslatorsflexiblyuseChinesecharactersaccordingtothepronunciationandcontentoftheoriginaltrademark,aimingtoarouseendlessassociatedsense.Forexample,“CocaCola”istranslatedinto“可口可乐”.Infact,thetrademark“CocaCola”doesn’thaveanysenseitself.ButafterbeingtranslatedintoChinese,theconsumershaveknownthatitisakindofdrinkwithgoodtaste.Thatistheapplicationofassociation.Anotherexampleis“Pentium”.Thetrademark“Pentium”waschosenfrom3300suggestions.“Pent”means“five”inGreekand“ium”isthesuffixofachemicalelement.”Pentium”expressestheextraordinaryabilityofthe5thgenerationofCPU.Seeingthetranslation“奔腾”,wenaturallythinkofthefasthorse.Thatistherightthingthetrademarkwantstoshowtoconsumers-theCPUcanrunasfastastherunninghorse.
2.5Creativity
Trademarktranslationstandsontheoriginalcontextbutnotsticktoit.Translatorsmakeanissueofsellingpoint,makingthetranslationhavenothingincommon.Butthetrans
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