英语专业论文The Aesthetic Expression in Translating Trademarks.docx
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英语专业论文The Aesthetic Expression in Translating Trademarks.docx
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英语专业论文TheAestheticExpressioninTranslatingTrademarks
Acknowledgements
Iwouldliketoavailmyselfofthisopportunitytoexpressmysincerethankstoallthosewhohaveofferedmetheirhelpandencouragementinthisthesis.MythanksshouldalsobegiventoalltheteacherswhohavetaughtmemyBAcourses.
Firstandforemost,Iwishtoexpressmydeepestgratitudeandappreciationtomysupervisor,MrMeng,whosecarefulreadingandsuggestionshavebeeninvaluabletomethroughoutmythesiswriting.Ihavebenefitedagreatdealforhisgreatattainment,andpatientguidance.
Besides,Iamgratefultomyfriendsfortheirconcernandgreatencouragementtome.Inparticular,IownaspecialdebtofthankstoVeraandAnne,whohaveofferedmemuchaccesstovariousinternationaladvertisementsshows.
Andatlast,thisthesiswouldnothavebeenpossibleifIhavereceivednothingfromthelibraryandthereferenceroom.
Abstract
Thebasicfunctionofatrademarkistoidentifyaproductandattractcustomers.Trademarktranslationisactuallyawayofrenamingonthebasisoffunctionalequivalence,whatevertechniquesareused;negativeassociationofthetargetversionshouldbeavoidedinordernottodestroythefunctionofthetrademark.Agoodtrademarkshouldcomposethreecategoriesofaproduct:
instruction,estheticattractionandculturalinformation.
Varioustranslationprincipleshavebeenproposed,suchastheinfluentialbutcontroversialcriterionof“faithfulness”,“expressiveness”and“elegance”asputforwardbyYanFuandtheprincipleoffunctionalequivalenceproposedbyNida.Consideringthefeaturesoftrademarks,particularlythefactthattheyaremostlycreatedtoperformsuchfunctionsasinformative,aestheticandvocativefunctions,thepresentpaperwillchieflydrawuponNida’sprinciple.
Aestheticstendencyissharedinallhumanlanguages,soastrademark.Thebeautyoftrademarkcanberepresentedbyitspronunciation,spellinganditsconnotation.Successfultranslationsshoulddemonstratethecompany’snotionandproducts’quality,intheconsiderationoftheconsumers’psychologyandthelocaltraditionsandculture.Soundbeauty,simplicitybeautyandconnotationbeautymightbeillustratedbymeansofvarioustranslationtechniques.Amongthosetranslationtechniques,theauthorstressesonintroducingandanalyzingliteraltranslation,transliteration,Transform,conjointtranslationandadjustment.
Keywords:
Trademarktranslation;Soundbeauty;Simplicitybeauty;Connotationbeauty
摘要
商标的基本功能是标识一种商品和吸引消费者。
商标词的美可以通过商标词本身的词汇意义,词汇的拼写形式以及其具备的联想文化等体现出来。
好的商标应包括产品的性能说明、美感和文化内涵。
在各种翻译标准中,严复的“信”,“达”,“雅”原则和奈达所倡导的“功能等效”最有影响力也最有争议。
鉴于商标的信息性、审美性和宣传性特征,本文主要论述了奈达所倡导的翻译原则。
趋美是人类语言的共性,商标同样如此。
商标词的美可以通过商标词本身的发音、形式和词汇意义等表现出来。
成功的商标译名需体现出企业的理念和产品的质量,尊重消费者的心理及其地方传统文化,灵活运用不同的翻译方法,体现商标的音韵美、简朴美和意境美。
在各种翻译方法中,着重介绍和分析了音译、意译、半音半意、谐音双关等。
关键词:
商标翻译音韵美简朴美意境美
Contents
Acknowledgements……………………………………………………..……………i
Abstract(English)………………………………………………..…………………...ii
Abstract(Chinese)……………………………………………………..……………..iii
Contents……………………………………………………………..………………..iv
1.Introduction………………………………………………………………………….1
2.TherelationshipbetweenTrademarkandesthetic….……………………………….2
2.1Trademarktranslation…………………………………………………………....2
2.2AestheticInterest……………………….…………………………….…….……3
2.2.1Soundbeauty………………………………………………………….…...3
2.2.2Simplicitybeauty……………………………………………………..….…4
2.2.3Connotationbeauty………………………………………………….…..…4
3.Principlesfortranslatingtrademarks…………………………………………..….....5
3.1Functionalequivalence…………………………………………………………...5
3.2Requirementsoffunctionalequivalence……………………….…………….….6
4.Trademarktranslationtechniques………………………………...…………………7
4.1Literaltranslation…………………………………..…………………..….………7
4.2Transliteration………………………………………………..………….………..8
4.3Transform………………………..……………………………………………......9
4.4ThetechniqueofConjointtranslation…………………………………………….10
4.5Adjustment………………………………………………………………………..11
4.5.1Additionsordeletions………………………………………………………11
4.5.2Blending……………………………………………………………..11
4.5.3Acronym…………………………………………………………..…12
4.5.4Purposivemisspelling…………………………………………..........12
4.5.5Renaming……………………………………………………………..13
5.Conclusion………………………………………………………………………13
References………………………………………………………………..………..14
TheAestheticExpressioninTranslatingTrademarks
1.Introduction
Inthemodernworldofcommodityeconomy,asaspecialtypeofcommodity,trademarkhasenteredintopubliclife.Trademarkscontainrichculturalconnotation,whichbafflesthewayofunderstandingwhenmanypeopleencounterthem.TrademarkdefinedbyTheOxfordEnglishDictionaryisthatamark(securedbylegalregistrationor,insomecountries,establishedbyuse)isusedbyamanufacturerortradertodistinguishhisgoodsfromsimilarwaresofotherforms,usuallyadistinctivedeviceorfigure,afancynameortradename,orthenameofindividualorfirm,maskedorimpressedonthecommodityoruponthepackage,etc.,inorwithwhichitissold.Atrademarkissomewhatstandforaproduct.Ithasitsowncharacteristics.Agoodtrademarkshouldcomposethreecategoriesofaproduct:
instruction,estheticattractionandculturalinformation.Successfultranslationsshoulddemonstratethecompany’snotionandproducts’quality,intheconsiderationoftheconsumers’psychologyandthelocaltraditionsandculture.Soundbeauty,simplicitybeautyandconnotationbeautymightbeillustratedbymeansofvarioustranslationtechniques.
Aestheticstendencyissharedinallhumanlanguages.Thebeautyoftrademarkcanberepresentedbyitspronunciation,formanditsconnotation.Trademarktranslationandestheticattractionarecloselyrelatedwitheachother,nomatterwhethernativetrademarkorforeignones.Theproductionandacceptanceoftrademarkisactuallyakindofcommunicationofmessage.Theequivalencebetweenaestheticinterestandlanguagethattrademarkneedcanarousesenseofbeautyandkind.Fromthewayofaestheticinterest,thefunctionofgoodtrademarkiscapabletoattractpeoplesincerely.
2.TherelationshipbetweenTrademarkandesthetic
Aestheticstendencyisacommonnessofhumanlanguages,soastrademark.Thebeautyoftrademarkcanberepresentedbyitspronunciation;spellinganditsconnotation.Theequivalencebetweenaestheticinterestandlanguagethattrademarkneedcanarousesenseofgoodlinessandbeauty.Fromthewayofaestheticinterest,thefunctionofgoodtrademarkiscapabletoattractpeoplesincerely.Toallconsumersaroundtheworld,someaestheticinterestsarethesame,othersdifferent.TheEnglishalphabet“s”,whichusuallyaccentuatesfemininegracefulfigures,arousesthegreatinterestsofladies,forbothinwesterncountrieseastones,alllike“beauty”.
2.1Trademarkandthetranslation
Atrademarkortrademark(representedbythesymbol™)[1]ormarkisadistinctivesignorindicatorofsomekindwhichisusedbyanindividual,businessorganizationorotherlegalentitytoidentifyuniquelythesourceofitsproductsand/orservicestoconsumers,andtodistinguishitsproductsorservicesfromthoseofotherentities.Atrademarkisatypeofintellectualproperty,andtypicallyaname,word,phrase,logo,symbol,design,image,oracombinationoftheseelements.[2]Thereisalsoarangeofnon-conventionaltrademarkscomprisingmarkswhichdonotfallintothesestandardcategories.(Encyclopedia)
Theownerofaregisteredtrademarkmaycommencelegalproceedingsfortrademarkinfringementtopreventunauthorizeduseofthattrademark.However,registrationisnotrequired.Theownerofacommonlawtrademarkmayalsofilesuit,butanunregisteredmarkmaybeprotectableonlywithinthegeographicalareawithinwhichithasbeenusedoringeographicalareasintowhichitmaybereasonablyexpectedtoexpand.
Thetermtrademarkisalsousedinformallytorefertoanydistinguishingattributebywhichanindividualisreadilyidentified,suchasthewellknowncharacteristicsofcelebrities.Whenatrademarkisusedinrelationtoservicesratherthanproducts,itmaysometimesbecalledaservicemark,particularlyintheUnitedStates.[3]
Aimingtobuild,reinforce,and/orrepositionconsumers’perceptionofacertaintrademarks,trademarkshavethefollowingfourfunctions:
distinguishingproducts,providinginformation,ensuringguaranteeandstimulatingconsumption.Inordertobuildupagoodimageinthemarketandarousefavorableassociationsaswellaspurchasingdesireinthemindsoftheconsumers,trademarksalwayshavethefollowingmajorcharacteristics:
shortinlengthandsweetness,sonorousanddistinct,elegantandapt,originalandnovel.
Translationisamorecomplexcommunicationthanthatwithinasinglelanguageasitinvolvestwolanguages.(Jin&Nida,1984:
31)
Giventheuniquenessoftrademarktranslation,thetranslatormustbefullyawareoftheculturalawareness,aestheticstandards,andconsumptionmodesofbothSLandTLreaders,andshouldkeepinthemindtheintentionoftheoriginalsoastotransferitsmessage(bothlinguisticandcultural)maximally,otherwise,“afailuretoreflectthespiritanddynamicsofthesourcedocumentisa‘mortalsin’”(Nida,1993)
Thetranslationoftrademarksshouldstriveforthefollowingtwoeffects:
(a)thetranslatedtrademarkshouldreflectthesemanticfeaturesoftheoriginalone;(b)thetranslatedtrademarkshouldhavethesameorsimilarfunctionastheoriginalone.
Thetranslatedtrademarkshouldbedelightfultotheeye,pleasanttotheear,easytoremember,aswellasbeaperfectunityofsound,form,andmeaning.Inotherwords,thetranslatedtrademarkshouldarousethesameinterestandpsychologicalempathyofthetargetconsumers;s
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