商标翻译毕业论文doc.docx

商标翻译毕业论文doc.docx

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商标翻译毕业论文doc

Brieftalkaboutthetrademark’stranslationandprinciple

【Abstract】

Astheincreasedevelopmentofthesocietyandtechnique,moretransitshavecomeintobeing,andtranslationofthetrademarkisdoingthesame.Therefore,theprochureandthestratagemustbedevelopeeither.Thisskillrequsethetranslatormasterthetwolanguagesexpertly.Kowningthecommonandcharacteratthesametime,conveyingtheessenceofthetrademarkefficientlyandeffectively,promotingsalesandconsumptions.Thisarticleistellingaboutthetranslationandstratageswithsomesamples,itsaysthatthemostimportancethingduringtranslatingprocessisright,faithfulandaccurate.

【keywords】

trademark;tanslationmethod;translationprinciple;precautions.

1.Introduction

Withthedevelopmentofthesienceandtechnology,internationaltradehasbecomethesignifientmomentumofpromotingcountryecocomicdevelopment.Andarighttranslationofthetrademarkwhichsellstootherscountrycanactasthevitalelement.Thus,wemustobeysomerulesintranslation.Translationmustbecorrespondwithmark’sfeature.Furthermore,embodythemeaningcorrsectly,ennovatly,flexibletalyandbrieflyisalwaysneeded.Translationshouldreachtheeffectofthoriginalmarkword,sothatcostumersarewillingtoacceptthegood’simformation.Justtodothiscanweobtianthedesiredeconomicbenefit.BesidethdbasicrulesImentionedabove,weshouldalsofollwsomenacessarytranslaitonstrategy,withthiswaycanthetranslationmatchthecustominothercountrytoachievethegoleofattractingmorecustomers.Thisarticleexpatiatesaboutthetrademarktranslatingintranslationprincipleandstrategy.Ituseasourceofreferenceofsometranslationmethod,andsumupsomeofthetranslationstrategies.Inaddition,itlistsomecautionstodifferenttrademarkduringtranslating.Thearticleisveryhelpfultothesaler,translatorandeventotheconsumer.Toknowsomethingaboutthemerchandisecanletthemmakeagooddicition,toavoidsomeloss,tohaveabettertranslatingfeeling.

2.overviewoftradenames

2.1.definitionoftradename

Tradenameisamarkconsistofword,graph,letter,digitand3Dmark,andcolourforpeopletoidentifyingthatprintedontothemerchandisebythemanufacruerorseller..（………）

3.mainstrategyoftranslatingtrademark

3.1.literaltranslation（metaphrase）

Literaltranslationreferstotranslatethetrademarkdirectly.Thisisacommonmethod.Thisisthemostbasicmethod.Toexpressthemeaningistheinitialpopurseofthetranslationwork.Takethisliteraltranslationapproach,wecanconveytheoriginalmeaningofthetrademark.Thetranslatedformcanbereadmoreeasierly.Ithasthesamepromotionaleffectastheoriginalone.Forexample,wehavemanyexportgoodsarenamedtheirtrademarkinflower,biresandmanyotheranimal’sname,thosetrademarkaretakeliteraltranslaion.SomeimportbrandsuchasAmericanStandard（美标洁具）,Crown（皇冠轿车）etc.AndsomeexportbrandlikePanda（熊猫）,LittleSwan（小天鹅）,Dynasty（王朝葡萄酒）etc.Thesetranslatedtrademarkshaveacommonfeaturethatconsrumerwillhaveafavorableimpressionoutoftheirdeepheartthatpushthemtocarryouttheirpurchasingbehavior.Sothat,thebusinessmencaneasyiertoachieveprofitabilityultimately.

3.2.transliteration

Transliteraionisatranslationmethodthatbasisonkeepingtheoriginalpronunciationtofindoutthesameorsimilarpronunciationwordfromanotherlanguage.Transliterationmustcomplywiththeforeigngrammaandnottocausesomemisunderstandingorwrongassociation.

Tousethisapproach,translatormustadopttheprinciplethattranslatedformshouldascloseaspossiblewiththeoriginalpronunciation,andmustusetheneutralterm.Wehavemanybrandtranslatedinthiswayinsomehigh-techproduct.SuchasSiemens（西门子）,Buick（别克）,Sony（索尼）,NOKIA（诺基亚）.

Therearealsosometranslationsofmanysuccessfulforeigntrademarkcombinethechinesecultureandchineselanguage,thosetranslationareconsistentwiththechinesepsychologicalpractiseandtheapiceoforientalculture.Forinstance,themostfamoussportbrandNIKE（耐克）,thistranslatingmakespeopleassociatewiththephrase”abrasionanddurable”,it’smoreinlinewiththechineseconsumer’spsychology.

3.3.translationandtransliteration

Theintegrationoftranslationandtransliterationcanbedividedintohomophonicpuntermandmoralterm.Homophnicpunreferstotranslatewithbothtransliterationandliteraltranslation,thatistosaythewholeorpartoftheoriginaltrademarkistranslatedwithsomefixandeffectivewordswhichcomefromtherelativetranslationandtransliteration.Thenputthemtogethertobeacompletetrademark.Biotherm（碧欧泉）isatypicalexample.It’safamousfrenchcosmeticbrand.Translatoradoptthiswaytonameditandmeetthemindsofbeautyofpeopleinanothercountry.Whenpeopleheartheword”碧”and“泉”,theycomeupwithafreshfeelingthatjustlikefreshwaterflowsdownyourfaceandgoesdeepinside.Itindicatesthatthisprodcutcankeeptheconsumer’sskinhealth,roseate,moisturizingbyspring.

Themoraltermreferstothepronunciationshouldbesimilartooriginaloneandthemoralisthemostimportantthing.Moralmeaningmustbecomplywiththecharacterofthetargetlanguage,theconsumer’spsychologyandthecustom,stimulatesomeusefulassociationandpurchasingdesireandleadthemtofullfilltheirbuyingbehavior.Someoldfashionbrandarere-emergeinginthesedays.Theirtrademarksaretranslatedinthisway.SuchastheWarrior”回力”,thisasuccessfulexample.Theword”回力”means”powertochangenature”inchinese,andthe“Warrior”meansthe“hero”inenglish.Bothofthetwowordsarethegoodmeaning,andthebrandnamemeansthat“Youcanhavethepowertochangenatureandmakeyoudreamcometurewiththewarriorshoes”.Thereisanothercigarettebrandcall”BallMall”,itschinesenameis”顺”.Thereisnothingabouttheword”顺”nomatterintransliterationortranslation.Butthebrandnamearesimilarinitspronunciationinchinese”波泊浪殁”because“Ball”soundslikethechineseword”波”,and“Mall”soundslike”殁”.Thatistosaytheseaiscalm.Youcangosmoothlywhenyouaresailing.Chinesepeoplesayit”一帆风顺”，“顺”isshortfor”一帆风顺”.

3.4.拼译法

Thismethodreferstousetwoormoreenglishwords,etymasandaffixestoexplainthechinesetradename.Itcannotonlydiminishthelanguageobstaclemostly,butalsoabsorbsomewesternmeritandremainconsiderablefreecreatespace.Wecanavoidsomeculturebarrierandexpressthecharacteristicofnationalcultureinsomedegreethroughhamonic.AblocinShanXiprovincenamedCaihongre-namedIRICO.ItcombinewithIRIXandCORPORATION.IRIXisaGreek（Grecian）nymphofrainbowwhopropogategoodnews.It’sverymeaningfulwithadistinctinternationalimage.

3.5.syllablesubtraction

Syllablesubtractionistoleaveoutthewordwhichistoolonginlengthofthetrademark.Weareusedtousetwoorthreesyllablewhentransltingaenglishtrademark.Twosyllableconformtochinesepeople’saesthtichabit.Threewordsmarkarederivefromchinesetraditionaloldbrand.Like“同仁堂””全聚德”etc.It’sverynecessarytocutoffsomecomplexsyllable.Sometranslationshouldlistoutthemultisyllabletotoworthreewordstrademark.McDonald’siswellknowninmanycountries.Wedon’tsay”麦克当劳”inchinese,andjustsavetheletter“c”andsay”麦当劳”,that’smoreconvenienttosayout.

3.6.addingword

Addingwordsreferstoaddsomewordstothetrademarkaftertranslatingthemainideawhenitneededtobe.Thereasonwhytranslatorchoosethismethodistohighlightthepromotionandtoattractconsumer.Theuppermostprincipleisthatthewordaddedmustbematchtothetheoriginaltrademarknomatterthemeaningorsound,orelseitgosetobeposticheandredundant.Forinstance,Colgate（高露洁）addtheword“洁”,anditembodythefunctionofcleaning.

4.translationprinciple

4.1.purposiveness

Thefinalpurposeoftranslationistomeetthatcountry’sconsumer’sneedandletthemknowthefeature,functionandutility,toawakentheirnoticeandpurchasedesire.It’sthementalintentionoftranslatingtrademark.Translationmustbeonthebasisofthisnomatterwhattranslationmethodwechoose.That’scalltheprincipleofpurposiveness.

It’sveryimportantfortranslatortotranslateatrademarkcorrectly,becauseagoodnameisdirectlyrelatedtothemerchandiseeventheenterprisefate.ForexampleCocaColaistranslatedwith”口渴口腊”isabadcase.Peoplewillalwaysassociatewithabadfeelingjustlikeeatingwaxwiththistranslation.Consumerhavenopassionofbuyingthiskindofbeverage.Achinesepeoplere-translatedit”可口可乐”andsalesvolumegoesstraightclimb.Itmeansnotonlyenjoydiliciousfoodandhappiness,butalsohittheexpectationofconsumertobuydrinks.”可口可乐”isinkeepingwiththeaspirationofpeople.EnterprisecangetaimpressiveturnoveronlyifhaveagoodtrademarkandthecapitalofCocaColaplaceahighposition.

4.2.音美原则-------brief,vowel,readable（legible）

Inordertoattractconsumers,businessmenalwayspaytheirattentiontothepronunciationofthetrademark.Translatorhavetochooseringent,binauralandvowelrhymephrasesaccordingtodifferentfeatureofdifferentlanguage.Theytrytheirbesttokeepthatfeatureandstrengthentheeffectofpronunciation.Trademarksoundsbriefpowerfulandlegible,andthenitmustbecomlaywiththepeople’saestheticstandard.Mostintertranslationexampleofthetrademarksshowusthattranslationoftrademarkmustobeythebrief,vowelandreadableprinciple.

4.2.1.englishtochinesetranslation

Translstorshouldbetterchoosetwoorthreewordsinordertofitchinesefeaturewhentheyaretranslatingenglishtrademark.Weall