商标翻译浅谈商务英语本科学位论文.docx
- 文档编号:8515554
- 上传时间:2023-01-31
- 格式:DOCX
- 页数:9
- 大小:24.31KB
商标翻译浅谈商务英语本科学位论文.docx
《商标翻译浅谈商务英语本科学位论文.docx》由会员分享,可在线阅读,更多相关《商标翻译浅谈商务英语本科学位论文.docx(9页珍藏版)》请在冰豆网上搜索。
商标翻译浅谈商务英语本科学位论文
中国某某某某学校
学生毕业设计(论文)
题目:
商标翻译浅谈
姓名:
000
班级、学号:
0000000
系(部):
经济管理系
专业:
商务英语
指导教师:
000000000
开题时间:
2009-04-10
完成时间:
2009-11-08
2009年11月08日
目录
毕业设计任务书…………………………………………………1
毕业设计成绩评定表……………………………………………2
答辩申请书……………………………………………………3-5
正文……………………………………………………………6-22
答辩委员会表决意见……………………………………………23
答辩过程记录表…………………………………………………24
课题商标翻译浅谈
一、课题(论文)提纲
引言
1.商标翻译的重要性
2.商标中的文化特色
3.商标的语言特点
3.1象征性
3.2独特性
3.3简洁性
3.4艺术性
3.5时代性
3.6稳定性
4.英汉商标翻译的方法
4.1音译法
4.2直翻法
4.3意译法
4.4音译合译法
4.5减音法
4.6增字法
5.结束语
二、内容摘要
商标宣传是国际市场推销商品和进行竞争的一种重要手段,而培养名牌商标是进一步开拓国际市场的重要环节。
因此,做好商标的翻译,其重要意义是不言而喻的。
随着世界经济体系的全球化和中国加入WTO,产品的进出口日益增强,因此也导致了商标的翻译越来越受到重视,在翻译理论和实践的基础上不断得到丰富和发展,尤其是更加注重了中西方的文化差异。
本文从商标命名的重要性、文化特色和语言特点的角度探讨了商标翻译的主要方法,并提出了在翻译时应注重中西文化信息的互通,从而使翻译出的商标名称与原文的商品在音、形、意和美等珠联璧合、异曲同工,在商品交流的同时亦可实现文化的交流。
三、参考文献
[1]金惠康.跨文化交际翻译[M],中国对外翻译出版公司,2003(175)
[2]朱娥.商标词的翻译理论和方法[J],昭通师范高等专科学校学报,200426
(2)47
[3]吕晔.商标的文化特征与翻译策略[J],淮阴师范学院学报(哲学社会科学版),2005
(2)
[4]向华.商标翻译策略[D],山东师范大学,2003(4)
[5]梦之.翻译新论与实践[M],青岛出版社,1999(281-284)
[6]石玉.汉字商标词的跨文化传通[J],外语与外语教学,2001(4)
OntheTranslationofTrademarks
00000000000
Abstract:
Thetrademarkpropagandaisanimportantmeanofsellinggoodsandcompetitionfortheinternationalmarket,butcultivatingbrandnameistheimportantlinkstoopenuptheinternationalmarkets.Sotheimportanceofagoodtrademarktranslationisself-evident.WiththeglobalizationofthewordeconomicsystemandChina'senteringWTO,theproductsofimportingandexportingstrengthendaybyday,ithasalsoledtothetranslationofthetrademarkhasbeengainingattention,itgetsacontinuouslyenrichanddevelopmentfromthetranslationoftheoryandpractice,especiallypayinggreaterattentiontothesino-westernculturaldifferences.Thispapermainlydiscussesthemethodsofthetrademarktranslationfromtheimportanceoftrademark.culturecharacteristicandlanguagecharacteristic,concludingthattranslationshouldfocusontheexchangeofculturalinformation,sothatthetranslationwillbesimilarwiththeoriginalgoodsinthesound,shape,meaningandsoon,whilethecommodityexchangeswillalsoachieveculturalexchanges.
Keywords:
trademark;translation;method;culture
Intuoduction
Atrademarkisasignofcommodities.Theproducerisusedtoidentifingtheirproductionandsaleofgoodsbyiconicsymbols.Generallyspeaking,graphicsorsymbol,istheimageofproducts,corporatesymbolconveysthespiritofenterpriseandshapesthebusinessimage.Mark'sroleistoensureproductquality,easyforconsumerstopurchaseandmaintainthecredibilityoftrademarkregistrationandpeople’sright.Trademarkhelpscompaniespromotetheirowngoods,manufacture,andthenmaketheenterprisezonegainhugeprofits.Therefore,manufacturerswillberackingtheirbrainsinordertoachievedistinctivetrademarknameandimpressedbypopularthings.Soastoachievesalesofgoods,improvethecompetitivenessofthecommoditymarket.WithChina'saccessiontoWTO,China,atanalarmingrate,integratesintotheglobaleconomy.Chinastrengthenseconomicandtechnogiccooperationwithothercoutries,includingincreasinglyfrequenteconomicandtradeexchanges.Howtointroduceourproductstoforeigncountries,bringforeignproductsintothedomesticandconductasuccessfulsalesbusiness,hasbecomeamajorevent.Asrepresentativeimage,trademarkmustbeinanotherlanguageappearintheinternationalmarket,whilesuccessfultrademarktranslationmakesproductsknowntotheworld.Itisvitalforenterprisestoexploretheinternationalmarketandestablishanimportantelementofinternationalbrands.
1.MarktheimportanceofTranslation
Acommodityisinordertoobtainalargermarketshare.It,inadditiontothequalityofitsown,mostlydependsontheabilityofunderstandingandacceptingforconsumers.Whocanwintheirlove,whocaninducetheirpurchasesuccessfully.Thus,problemhaveemerged.Agoodtrademarkcanbeatremendousassettotheenterprise;intheotherhand,abadmarkcanbringaboutheavylosses.Therefore,trademarktranslationmustbetakeninaccount.
Markforsomepeoplemaystillbeacomparativelynewconcept!
Somepeoplethinkthattheircompany'sownproductsdonotneedtogototrademarktranslation,aslongaspeoplebuymystuff!
Buteveryoneknowsthatinthiseraofinformationindustryandastrongbrandawareness,howimportanttrademarksforbusinessesis!
Abouttheliteraturetranslation,alldiscussthetranslationstandards.Italwayshasapopularviewinourcountry,saystheletter,faithful,elegant,expressive.Inotherwords,accurate,smooth,expressivemeaning.Thatismustbefaithfulintheoriginalworks,expressestheoriginalintentionandspreadsitscharm.Buttheso-calledcharm,referstotheoriginalworksofthestyle,theflavor,i.e.writerartistic
individualityandcharacteristic.Thetrademarktranslationalsoshouldtakethereferencebythis.Acommercialcompanyusetrademarkforitsproductnaminganddistinguishingthemark.Thetrademark,similartohuman'sname,representsthecommodity.Manyinternationalfamoustrademarksalreadybecametheenterpriseintangibleassetandgreatwealth,thereforethebusinessalwaystriedtoexcavatethecommercialcharmofbrandname.BytheChinesegymnasticsprinceLiNing'snamenamingLiNing;sportinggoodsseries,placedtheenterprisetohavetostriveforsuccessthespiritbyLiNingtochangetheChinesesportsseriesthingbackwardtheaspect,thepursueworldfirst-classproductenterprisespirit.LiNing;thesignregardingthem,notonlyisatrademark,butalsoisanenterprisespiritabbreviation.Well-knownbrand“GoldLion”nowbecomesawell-knownintheworld,but,Mr.ZengXianzi,itsfounderoftheformerTradeMarkshassomebitterexperiences.“GoldLion”trademarkwasfirstnamedas“GoldenLion”andhappilythetwo“GoldenLion”tiegavehimaHongKongrelatives,whodidnotrefusehisgift,notpleased,saying:
goldlost,goldlost,goldupallthelost!
So,inCantonese,theterm“lion”and“lose”homophonic,naturallyunpopular.Theevening,MrTsangrackedtheirbrainsforthe“GoldenLion”changingthename.Finallycomeupwithagoodapproach:
the“GoldenLion”oftheEnglishname“GoldLion”translationintotranslationandtransliterationbycombining,or“Gold|”isstillfreetranslationforthe“Golden”and“Lion”transliterationof“Leeto”.namely“GoldLion”,KimandLeetogether,whoarehappylistening.Asaresult,“GoldLion”trademarkwasborn.MrTsangsuddenlythought:
ChinesepeoplerarelyuseabrushtowriteinEnglish,Iuseittowrite,willnotdoaveryspecialfont?
Soheusedabrushtowritea“GoldLion”words,letthedesignerprocess,isnow,“GoldLion”inEnglishsigns.Markafterthechange,andindeedquicklyrecognizedbyconsumersasloudtiebrand.
2.Theculturalcharacteristicsoftrademark
Economicdevelopment,constitutetheelementsofdifferentculturalbackgrounds,peopleintheconceptoftradition,customs,cognitivepointofview,waysofthinkingandvalueorientation,therearemanydifferences.Becauseofdifferentlanguagesandcultures,sothewordmarktranslationmustgothroughanassimilation,absorption,transformationprocess.Itrequiresthetranslatortranslatethewordinthetrademarkprocess,notonlytounderstandtheliteralmeaningofwords,butalsoawareofitsculturalconnotationoftheloadandavoidconflictofcultures.Trademarktranslation,asacross-culturalexchangeactivities,placedinfrontofthetranslatoristhatthetargetlanguagereadersfirstissuedoftheadmissibilityoftrademarks,Howtocross-culturalcontextthatisdifferentthisgap,asfullyaspossibletheintentionofthemakersmarktoconveytoreadersofdifferentsocialbackgrounds.Intheprocessoftranslation,iflackofculturalawareness,andhavingjustmovedbilingualtypeconversion,regardlessofcultureinherentinthemeaningoftheconversionaccordingly,translationoftheveryfewculturalmeaningandassociativemeaning,andsometimesevenalsogiverisetounexpectedreaction,productscannotbesoldtobecomeafulltranslationofthelost.Thefollowingdetailedanalysiswithsomeexampleswillexplain.InChina,EastWind(wind)brandagriculturalproducts,canbedescribedaspopular,isnotnewforeveryoneinthecountry.However,intheUnitedKingdom,itisunpopular.Forthistranslation,theBritishgeographicalenvironmentisdifferent,theBritishdescribedbythe“westwind”isthewarm,businessabundantwind,notourlastnightwestwindwitheredBiShuinthe“westwind”.Moreover,theBritishequivalentofChina'sDongfeng-westerlywinds,Britain'sDongfengisChina'swesterlyornorthwind.ThetranslatordidnotunderstandthedifferencesbetweengeographicalenvironmentanditstranslationfromtheBritishwelcomethenatural.
Chinahasalipstickmarkcalled“FangFang”,inChinathenameisindeedverygood,ourpeoplesaw,“FangFangword”cannothelpthinkofbeautyinmymind:
notonlyseemtoseeoneofHuarongyuemaoyounggirls,andtheyseemtosmellthearomahitherwholebody.Butit'strademarkOtozawaintopinyin“Fangfang|”alookattheheartsofEnglishreaderscouldnothelpbutsenseofhealthtoplayaterrorist,becausefanghappenstobeanEnglishword,itsmeaningisalong,sharptoothofadog.
Theydonotimagineapaintedlipstickgirl,butherclaws,poisonscatteredaviciousdogorasnake,liketheChinesepeopleseethegreensurfaceapeteeth,“Phantom”Asthetranslationofthismajorflaw,lipsticksalesprobablyisnotdifficulttoimagine.
Anexportbatteriestrademarkcalled“whiteelephant”,Englishtranslatedinto“WhiteElephant”,shouldsayyestoonehundredpercentcorrect.Theyknowawhiteelephant,
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 商标 翻译 浅谈 商务英语 本科 学位 论文
![提示](https://static.bdocx.com/images/bang_tan.gif)