二学位英语论文.docx
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二学位英语论文.docx
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二学位英语论文
AStudyontheTranslationofTrademarks
摘要
随着社会经济的发展和科技水平的提高,各公司产品进出口日益增多,商标名称的翻译也越来越备受关注。
商标是产品在顾客心中的缩影,为使顾客接受并认可产品,商标翻译必须融入新市场的语言文化特色。
商标它不仅涉及个人的消费心理和消费行为,而且反映一些文化社团的需求和活动。
好的商标翻译可以给企业带来巨大的财富.因此,对品牌名称翻译的研究具有很重要的价值。
并且一个商标准确的翻译在外国宣传中扮演很重要的角色。
本文讨论了品牌名称的翻译方法。
基于成功的品牌名称翻译,借鉴并吸收了一些翻译方法,总结归纳了一些英文商标汉译的方法及标准,及其翻译时应注意的问题。
[关键词]商标翻译方法禁忌
Abstract
Withthedevelopmentofsocietyandeconomyandtheimprovementofscientificandtechnologicallevel,theimportsandexportsofproductsinenterprisesincreasedaybyday,andtrademarktranslationalsopaysmoreandmoreattention.Trademarktranslationshouldconformtothelanguagenormsandculturalbackgroundsoftherespectivecountriessothatpotentialcustomerswillbeestablished.Trademarkconcernnotonlyindividualpurchasingpsychologyandbehaviorbutalsocertainculturalcommunityneedsandactivities.Agoodtrademarktranslationmaybringanenterprisehugewealth.Therefore,studyofdifferenttranslationofbrandnamesisofgreatvalue.Andwhetheratrademarkisproperlytranslatedplaysanimportantroleintheforeignmarketingpromotion.Thearticleiswritingsometranslationmethodstotranslationoftrademark.Also,onbasisofthenanalysisofsomesuccessfultranslationoftrademarks,andprofitsfromandabsorbsothertranslationmethods,summarizessometranslationapproachesandstandard.AndproblemsshouldbepaidattentiontoinTranslation
Keywords:
trademarktranslationapproachesculturaltaboos
Contents
摘要……………………………………………………………………………………………ⅰ
Abstract…………………………………………………………………………..........………ⅱ
Acknowledgements………………………………………………………………..………….ⅲ
Introduction...………………………………………………………………………..1
1.Thedefinitionoftrademark……………………………………………...........1
2.Theimportanceoftrademarktranslation……………………………………...2
I.TheTranslatingApproaches……………………………………………………….3
1.Transliteration…………………………………………………………………..3
1.1Puretransliteration………………………………………………………….3
1.2Homophonictranslation…………………………………………………….4
1.3Omittransliteration…………………………………………………………4
2.Literaltranslation……………………………………………………………….4
3.Creativetranslation……………………………………………………………..5
4.Freetranslation………………………………………………………………….5
5.CombinationofTransliterationandLiteralTranslation………………………..7
6.Transference…………………………………………………………………….7
II.Thestandardofthetrademarkstranslation…………………………..8
III.Theproblemsintrademarktranslation…………………………………………..9
Conclusion…………………………………………………………………….…….11
Bibliography………………………………………………………………………...12
AStudyontheTranslationofTrademarks
Introduction
Abrand,i.e.trademark,isaname,term,sign,symbol,designoracombinationofthemthattalkwhomakesitorwhosellsit,distinguishingthatproductfromthosemadeorsoldbyothers.Abrandnameisthatpartofbrandthatcanbevocalized.Atrademark,asthesymbolofaproduct,isaveryimportantpartoftheadvertisementoftheproduct.Itistheconcentrationofcommodities’distinctcharacteristics,thecoreofcommodities’culture.Itisnotonlyalogo,alsothefinalgoalofwhichistoattractcustomersandsellcommodities.
Differencesbetweendifferentlanguagesanddifferentculturesdeterminethatthetranslationoftrademarksshouldbeanactivityofrecreation.Thetranslationofatrademark,thetranslatorshouldnotsticktothesurfacemeaningoftheoriginaltrademarkandbeinfluencedtoomuchbythesourcelanguageandculture.Forexample,thetranslationofthetrademark“Coca-Cola”ismuchquotedasasuccessinadvertisementtranslation.Inthe1930s,when“Coca-Cola”,aworld-famoustrademarkforsoftdrink,wasplannedtoenterChinamarket,thetrademarkwastranslatedintoChineseas“Kekoukele”,whichisgenerallyrecognizedtobeasgoodas,ifnotbetterthanthat,theoriginal.Theoriginaltrademarksoundsrhythmicalasalliterationandrhymeareaadopted.Inthetranslatedversion,theeffectofalliterationandrhymeisproperlypreserved.Ontheotherhand,InEnglish“coca”and“cola”meannothingmorethanthenamesoftwoplants.TheChineseversion“可口可乐”,however,creativelyembodiesthefeatureoftheproductandconveysthepleasurethattheproductbringstothecustomers.ThesuccessfultranslationofthetrademarkhasproducedaconsiderableeffectonthepopularityoftheproductinthemarketofChina“Revlon”,thetrademarkofAmericancosmetics,wastranslatedinto“露华浓”.TheChinesetranslationversionoriginatesfromLiBai’spoemdescribingthebeautyofYangYuhuan,“云想衣裳花想容,春风拂榄露华浓。
”Thetranslatedversionissimilarinpronunciationtotheoriginalone.Moreover,itarousespeople’sassociationofLiBai’spoemaswellasthebeautyofYangYuhuan(oneofthehighest-rankingimperialconcubinesinTangDynasty;alsofamousasoneofthefourmostbeautifulladiesinancientChina),sotheChinesetranslationversioncreatesapowerfulappellativeeffectasthetrademarkofcosmetics.
Nowadaysalongwiththerapiddevelopmentoftheglobaleconomy,moreandmoreproductsareimportedandexportedintoChinesemarket.Advertisinghasfounditswayintoallwalksoflifeandeveryaspectofsociety,andevenbecomeanimportantpartofoureverydaylife.Trademarksareincreasinglyfindingfavorinpeople’seyesbecauseoftheirpeculiarcharms(特殊的符号).Trademarksarealwaysplayinganimportantroletomaketheproductsmoreattractive.
Facingsomanyforeignproducts,customersbeginthefirstimpressionwiththeirnames.Beyondthenames,weareactuallytouchinganexotic(异国)cultureandnationalexcellence.Translatorshavetheresponsibilitytointroducetheforeignproductsinwardfromaverybeginningthetranslationofbrandnames.Alsotheyequipournationalproductswithappropriatebrandnamesinforeignlanguages.Abrandnamemayattracttheconsumers,promoteaproductsupportacause,orevendamagetheproductsimage,dolessconsuming,andkeeptheconsumersfaraway.
Withalookintosomefamousandsuccessfultranslatedbrandnamesathomeandabroad,wefindsomegeneralpropertiesofthem:
easytoread,easytoremember;meanwhiletheycandemonstrate(证明)aspecialpleasingcharm,sothattheyareacceptedwidelyasexcellentworkintranslation.Transliterationdoesnotmeantotranslatethesourcelanguagemechanically;itmayaddoromit(省略)something,eleganceandbriefnessserveasthetransliterationprinciple.Forexample,乐凯-Luck,Benz-奔驰,Pantene-潘婷,CocaCola-可口可乐,etc.Thetranslatingprocessofbrandnamesinvolvesmarketing,advertising,consumerpsychologyaesthetics(美学)andcommunicationbetweencultures.Itiscomplicatedbutneveramechanicalone.Inordertoanalyzethetranslatingapproaches,semanticmotivation(词义理据)shouldbetakenintoconsideration.Brandnamesoriginatefromthreegroupsofnouns:
(1)Propernames,i.e.Philips,PierreCardin,D&G.
(2)Generalnouns,i.e.Playboy,ShineWay(神威药业),Legend,Apple.(3)Coinednouns,i.e.PepsiCola,.
I.TheTranslatingApproaches
1.Transliteration
Transliterationreferstoaccordingtothepronunciationthetranslatingfromthesourcelanguagetotargetlanguage.WecanadoptorcreateEnglishwordswhichthetonesareneartotheChinesewordstotranslatebrandname.ThereEnglishwordsareveryparticularbecausetheynotonlyhavetheapproximatetoneofChinese,butalsomeaningofitself.Thismethodismostfrequentlyusedindealingwithpropernouns.Usingthismethod,thetranslatoristomakethetranslationprinciplestothepronunciationofthepronunciationoftheoriginalascloseaspossible,suchas"Siemens"into“西门子”,"Buick"into“别克”"Sony"into“索尼”,"Nokia"into“诺基亚”.
Intransliterationisdividedinto:
puretransliteration,homophonictranslation,andomittranslation.
1.1Puretransliteration
PuretransliterationisbasedontheEnglishpronunciationmatchesthetranslationofChinesecharacters.Mainlyusedinthepropernouns,suchas:
people’snameandtheplace.ThistranslationmethodisatrademarkintranslatedintoChinese,becausetheycan'tfindtheexpressbyChineselanguageandhavetousethemethodsoftranslation.
1.1.1People’snametrademark
Sometrademarkismakeupoffamilynames,suchas:
Hoover(胡佛)vacuumcleaner,isfromproducersWilliamHenryHooverfamilyname;Sometrademarkisman'sfullname,suchas:
PierreCardin(皮尔.卡丹),isaccordingtothefashionabledressmakerPierreCardin’sname.Somefamoustrademark,thenameisfromlegend.Suchas:
PICASSO(毕加索)porcelain,derivedfromthemedievalEuropeanRenaissanceperiodtheartistPICASSO'Sname.
1.1.2Placetrademarks
Santana(桑塔纳)cars,SanTanaweretheUnitedStatesCaliforniaavalley'sname;Nokia(诺基亚)mobilephoneisaccordingtothenorthernFinlandatowncalledNokianamed.
1.2Homophonictranslation
Thisisasoundtranslationforreference,oftenisbasedoninpuretransliterationchangestothewords,thesewordswiththeoriginaltrademarkpronunciationhomophonic,afterthechange,thetrademarkcombineproductfeatures.Forexample:
inhonorofaviationcompanyfounderWillianEdwardBoeing,peopleaccordingtohisfamilynameastrademarkBoeing,translation“博音”,butasatrademark,thetranslatorchangetoharmonics“波音”,itcanmakepeopleforthiskindofsupersonicplanehaveadream.MazdacomesfromancientPersianreligionofthe“光明之神”、“最高之神”,“王权的保护者”aspuretranslate“马兹达”,butasacartrademark,thetranslatorchange“兹”to“自”ahumorsuggestthatthiscardrivingeasily,don’tworryaboutwillbeautomaticallytoarrive.
1.3Omittransliteration
OmittransliterationisaccordingtotheaesthetichabitofChinese,doublesyllableandthreesyllablesofthetrademarkcanmoreunforgettable,someEnglishwordstrademarkhavemorelongsyllables,ifawordbywor
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