商标翻译毕业论文doc.docx

1、商标翻译毕业论文docBrief talk about the trade marks translation and principle【Abstract】 As the increase development of the society and technique,more transits have come into being ,and translation of the trade mark is doing the same. Therefore,the prochure and the stratage must be develope either. This skil

2、l requse the translator master the two languages expertly. Kowning the common and character at the same time,conveying the essence of the trade mark efficiently and effectively,promoting sales and consumptions. This article is telling about the translation and stratages with some samples,it says tha

3、t the most importance thing during translating process is right,faithful and accurate.【keywords】trademark;tanslation method;translation principle;precautions.1.IntroductionWith the development of the sience and technology,international trade has become the signifient momentum of promoting country ec

4、ocomic development. And a right translation of the trade mark which sells to others country can act as the vital element. Thus,we must obey some rules in translation. Translation must be correspond with marks feature. Furthermore,embody the meaning corrsectly,ennovatly,flexibletaly and briefly is al

5、ways needed. Translation should reach the effect of th original markword,so that costumers are willing to accept the goods imformation. Just to do this can we obtian the desired economic benefit. Beside thd basic rules I mentioned above,we should also follw some nacessary translaiton strategy,with t

6、his way can the translation match the custom in other country to achieve the gole of attracting more customers. This article expatiates about the trade mark translating in translation principle and strategy. It use a source of reference of some translation method,and sum up some of the translation s

7、trategies. In addition,it list some cautions to different trade mark during translating. The article is very helpful to the saler,translator and even to the consumer. To know something about the merchandise can let them make a good dicition,to avoid some loss,to have a better translating feeling.2.o

8、verview of trade names2.1.definition of trade name Trade name is a mark consist of word,graph,letter,digit and 3D mark,and colour for people to identifying that printed onto the merchandise by the manufacruer or seller.()3.main strategy of translating trade mark3.1.literal translation(metaphrase) Li

9、teral translation refers to translate the trade mark directly. This is a common method. This is the most basic method. To express the meaning is the initial popurse of the translation work. Take this literal translation approach,we can convey the original meaning of the trademark. The translated for

10、m can be read more easierly. It has the same promotional effect as the original one. For example, we have many export goods are named their trademark in flower,bires and many other animals name,those trademark are take literal translaion. Some import brand such as American Standard(美标洁具),Crown(皇冠轿车)

11、 etc. And some export brand like Panda(熊猫),Little Swan(小天鹅),Dynasty(王朝葡萄酒) etc. These translated trademarks have a common feature that consrumer will have a favorable impression out of their deep heart that push them to carry out their purchasing behavior. So that,the businessmen can easyier to achi

12、eve profitability ultimately.3.2.transliteration Transliteraion is a translation method that basis on keeping the original pronunciation to find out the same or similar pronunciation word from another language. Transliteration must comply with the foreign gramma and not to cause some misunderstandin

13、g or wrong association. To use this approach,translator must adopt the principle that translated form should as close as possible with the original pronunciation,and must use the neutral term. We have many brand translated in this way in some high-tech product. Such as Siemens(西门子),Buick(别克),Sony(索尼

14、),NOKIA(诺基亚). There are also some translations of many successful foreign trademark combine the chinese culture and chinese language,those translation are consistent with the chinese psychological practise and the apice of oriental culture. For instance,the most famous sport brand NIKE(耐克),this tran

15、slating makes people associate with the phrase”abrasion and durable”,its more in line with the chinese consumers psychology.3.3. translation and transliteration The integration of translation and transliteration can be divided into homophonic pun term and moral term. Homophnic pun refers to translat

16、e with both transliteration and literal translation,that is to say the whole or part of the original trademark is translated with some fix and effective words which come from the relative translation and transliteration. Then put them together to be a complete trademark. Biotherm(碧欧泉) is a typical e

17、xample. Its a famous french cosmetic brand. Translator adopt this way to named it and meet the minds of beauty of people in another country. When people hear the word”碧” and “泉”,they come up with a fresh feeling that just like fresh water flows down your face and goes deep inside. It indicates that

18、this prodcut can keep the consumers skin health,roseate,moisturizing by spring. The moral term refers to the pronunciation should be similar to original one and the moral is the most important thing. Moral meaning must be comply with the character of the target language,the consumers psychology and

19、the custom,stimulate some useful association and purchasing desire and lead them to fullfill their buying behavior. Some old fashion brand are re-emergeing in these days. Their trademarks are translated in this way. Such as the Warrior”回力”,this a successful example. The word”回力”means”power to change

20、 nature”in chinese,and the “Warrior”means the “hero”in english. Both of the two words are the good meaning,and the brand name means that “You can have the power to change nature and make you dream come ture with the warrior shoes”. There is another cigarette brand call”Ball Mall”,its chinese name is

21、”顺”. There is nothing about the word”顺”no matter in transliteration or translation. But the brand name are similar in its pronunciation in chinese ”波泊浪殁”because “Ball”sounds like the chinese word”波”,and “Mall”sounds like”殁”. That is to say the sea is calm. You can go smoothly when you are sailing. C

22、hinese people say it”一帆风顺”，“顺”is short for”一帆风顺”.3.4.拼译法 This method refers to use two or more english words,etymas and affixes to explain the chinese trade name. It can not only diminish the language obstacle mostly,but also absorb some western merit and remain considerable free create space. We ca

23、n avoid some culture barrier and express the characteristic of national culture in some degree through hamonic. A bloc in ShanXi province named Caihong re-named IRICO. It combine with IRIX and CORPORATION. IRIX is a Greek(Grecian) nymph of rainbow who propogate good news. Its very meaningful with a

24、distinct international image.3.5.syllable subtraction Syllable subtraction is to leave out the word which is too long in length of the trademark. We are used to use two or three syllable when translting a english trademark. Two syllable conform to chinese peoples aesthtic habit. Three words mark are

25、 derive from chinese traditional old brand. Like “同仁堂” ”全聚德” etc. Its very necessary to cut off some complex syllable. Some translation should list out the multisyllable to tow or three words trademark. McDonalds is well known in many countries. We dont say”麦克当劳”in chinese,and just save the letter“c

26、”and say”麦当劳”,thats more convenient to say out.3.6.adding word Adding words refers to add some words to the trademark after translating the main idea when it needed to be. The reason why translator choose this method is to highlight the promotion and to attract consumer. The uppermost principle is t

27、hat the word added must be match to the the original trademark no matter the meaning or sound,or else it gose to be postiche and redundant. For instance,Colgate(高露洁)add the word“洁”,and it embody the function of cleaning.4.translation principle4.1.purposiveness The final purpose of translation is to

28、meet that countrys consumers need and let them know the feature,function and utility,to awaken their notice and purchase desire. Its the mental intention of translating trademark. Translation must be on the basis of this no matter what translation method we choose. Thats call the principle of purpos

29、iveness. Its very important for translator to translate a trademark correctly,because a good name is directly related to the merchandise even the enterprise fate. For example Coca Cola is translated with”口渴口腊”is a bad case. People will always associate with a bad feeling just like eating wax with th

30、is translation. Consumer have no passion of buying this kind of beverage. A chinese people re-translated it”可口可乐”and sales volume goes straight climb. It means not only enjoy dilicious food and happiness,but also hit the expectation of consumer to buy drinks.”可口可乐” is in keeping with the aspiration

31、of people. Enterprise can get a impressive turnover only if have a good trademark and the capital of Coca Cola place a high position.4.2.音美原则-brief,vowel,readable(legible) In order to attract consumers,businessmen always pay their attention to the pronunciation of the trademark. Translator have to c

32、hoose ringent,binaural and vowel rhyme phrases according to different feature of different language. They try their best to keep that feature and strengthen the effect of pronunciation. Trademark sounds brief powerful and legible,and then it must be comlay with the peoples aesthetic standard. Most i

33、ntertranslation example of the trademarks show us that translation of trademark must obey the brief,vowel and readable principle. 4.2.1.english to chinese translation Translstor should better choose two or three words in order to fit chinese feature when they are translating english trademark. We all