商标品牌的翻译.docx

商标品牌的翻译.docx

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商标品牌的翻译

毕业论文

题目：

商标品牌的翻译

Title:

TheTranslationofBrandNames

2009年5月20日

Acknowledgement

Firstly,Ishouldgivemysincerethankstomyteachers.WiththeirguidanceandhelpIhadgrownupdaybyday,theyaretheoneswhotaughtmetobeadecentandwell-educatedgirl.IshouldsaytheirlecturesandcoursesweresogreatthatIhadbenefitedalotfromthem.Iamsoproudofbeingtheirstudentandundertheirgreatcare.IwillmakefulluseofwhatIhadlearntinthecollege.

AlsoIneedtogivemyappreciationtomyparents,whogivemesomuchcareandencouragement,withouttheirconstantsupportIwouldneverdosuchagoodjob.Ihavetosay:

thankyousomuchtoyouboth.Iwon’tdisappointyou;Iwilltrytobethebestallthetime.

Atlast,Ishouldgivemythankstomysupervisor.Icouldnotfinishthispaperwithouthersuggestionsandguidance.Alsothankherpatience;ittookheralongtimetoimprovemypaper.Thankyouverymuch.

Abstract

Withthefastadvancementoftheinternationalization,moreandmoreChineseproductsarelargelyexportedtoforeigners.ChinesecompanieshaverealizedthesignificanceoftranslatingChinesebrandnames.ThetranslationofChinesetrademarknamesisakindofculturalcommunicationwithspecialpurposes.Thetranslatorsshouldpayattentiontosomeculturaltaboosandchooseappropriatemethodstotranslate.Itisgenerallyacknowledgedthatbrandnametranslationisnotasimplething.ThispapersupportsthatwhenatranslatortranslatesaChinesetrademarkname,henotonlytrieshisbesttoexpressthenativeconnotation,butalsokeepsinhismindtheadaptationtoforeignculture.Whenwetranslatebrandnamestherearethingswecandotostriveforperfection.Agoodproductwithasuitablenamemeanshalfsuccess,anditscharmisinfinite.Inthisway,translationofbrandnameswillincreasecompetitiveedgeofthecommoditiesintheinternationalmarket,andhelpgainlargeprofit.

Keywords:

Chinesebrandnames;translatingprinciples;translatingtechniques

摘要

伴随着国际化的高速发展，大量的国内产品开始出口进入国际市场。

这时，商家们意识到一个产品的商标名称将直接影响到商品本身。

商标的翻译就其本身而言是一种特定的文化之间的交流，也有着其特殊的目的和意义。

当翻译者在对商标名称进行翻译时需注意到文化禁忌语，并选择恰当合适的方法进行翻译。

由此看来，对于商标品牌的翻译并非是轻而易举的事情。

本篇论文主要强调了，在对国内商品名进行翻译的时候不能仅仅只看其表面的含义，同时也要考虑到此种翻译是否符合国外文化习俗。

出彩的商标名称的翻译也就意味着成功一半，它有其自身的闪光点和魅力所在。

只有建立在这些基础之上所做出的品牌翻译才能使得商品在国际竞争中处于有利的地位，并且获得高额的利润。

关键词：

中国商标名称；翻译原则；翻译技巧；文化禁忌语

Contents

Introduction1

I.CharacteristicsofBrandName2

II.CurrentSituationandProblemsofBrandNameTranslation2

2.1CurrentSituationofBrandNameTranslation2

2.2CurrentProblemsofBrandNameTranslation3

Ⅲ.InfluencingFactorsinBrandNameTranslation4

3.1Culture4

3.2Aesthetics7

3.3ConsumingConcept7

Ⅳ.PrinciplesofBrandNameTranslation8

4.1TheTranslationShouldReflectProducts’Features8

4.2InductivePrincipleofBrandNameTranslation9

4.3EquivalencePrincipleofBrandNameTranslation9

4.4ObservingOurCountry'sRelevantLaws10

Ⅴ.SuggestionsandMethodsofBrandNameTranslation10

5.1Suggestions10

5.2MethodsofBrandNamesTranslation11

Conclusion14

Bibliography15

Introduction

Inordertowinasuperiorplaceintheinternationalmarket,differentkindsofcommoditiesarenowhavingacompetitioninthemarket.Besidestheexcellentqualityandasatisfactoryprice;itstrademarknameisalsoacrucialfactor.Afinetrademarknametranslationcanearnmoremoneythanonewithacommontranslation.Agoodtrademarkisequaltoaperson’sface;abeautifulandattractivefacecandrawthepassersby’sattentionandberememberedafterthefirstsight.Sothetrademarkisthesymbolandthefaceofacompany.Adistinctivetrademarknamewhichisfullofwitandhumorcangivetheconsumersadeepimpressionandprobablywinmorechancesthanothers.

Asweknow,translationisaverycomplexsubject.Alotofrulesneedtobeobeyed.Thetranslatedbrandnamemustconformtotheproduct’snatureandthecharacteristic,whenwetranslatetheChinesebrandnamesintoEnglishonesortheEnglishbrandnamesintoChineseones,languagelaws,culturalpsychology,aestheticinterestandsomeotherfactorswillbeinvolved.Soitisahardwork.Weknowthattheinternationaltradeisdevelopingfast;thecommodityimportandexportexpandquickly,soagoodbrandnameplaysanimportantroleinthetrade.Wecansaybrandnameisthefaceofacommodityandtheheartofacompany.

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I.CharacteristicsofBrandName

Atthetimeofchoosingabrandname,variousaspectsneedcarefulconsideration.Veryoften,manufacturersinvitebrandnamesfromtheconsumers,dealers,andagencies.Generallyspeaking,agoodbrandnameshouldsuggestsomethingabouttheproduct’scharacteristicsitsbenefits,useoraction.

Inmyview,agoodbrandnameservingasthesymbolofthecommodityandallthecommoditiesarerelatedwiththeconsumers,sothemanufacturesneedtotakeconsumersintoconsideration.Thenameshouldreadilycomeofthemindsofcustomers.Itshouldbeeasytopronounce.Thenameshouldbeeasytoreadandunderstand.Acomplicatedonewouldmakepeoplefeelconfused;manufacturesmustinvitebrandnamesfromthecommodities’function,efficiencyandessence.Toimprovepronouncingandrecallabilityisalsoimportantforagoodbrandname,whichhelptobuildstrongmemorylinks.Besides,different,distinctiveandunusualbrandnamecandogreathelpforthepromotionofproducts.It’snecessaryforthebrandnametoattributeunique,meaningfultocommoditiesinordertoachievecompetitiveadvantages.Atlast,abrandnameshouldavoidunpleasantconnection,tocreatethefavorablebrandassociation;thebrandnameshouldconvincecustomersthattheproductpossessesrelevantattributesandbenefitsthatsatisfytheirneedsandwants.

Tonameaproductisachallengingjob.Thecharacteristicsdiscussedaboveshouldbeconsideredseriously,whichmaydeterminetheprosperityoftheproducts.

II.CurrentSituationandProblemsofBrandNameTranslation

2.1CurrentSituationofBrandNameTranslation

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Weknowthatagoodbrandnamewouldbeeasilyremembered,highlysuggestiveofboththeproductclassandtheparticularbenefits.Unfortunately,itisdifficultforatranslatedbrandnametobecompletelyperfectandtomeetallkindsofcriterion.Alotbrandnametranslationnowarenotappropriate,someoneofthemmakeanoverstatementintranslation,andsomemanufacturesonlywanttocreateaninstanteffectbutgotoofarawayfromitsbenefits,useoractionthattheproductsowned.

2.2CurrentProblemsofBrandNameTranslation

ChineseandEnglishbelongstotwodifferentlanguagesystems.Peopleareborninaparticularcultureandaretaughttoconformtoit.BothChineseandEnglishbrandnamescarrytheirfeaturesandcultures.Sometimes,itishardtotransferabrandnameintoanotherlanguagewhilekeepingitsdenotativemeaning.Brandnamewithneutralandpositivemeaningandfavorableassociationinonelanguagemaybeunacceptableinanotherlanguagebecauseofdifferentunderstandingindifferentculturebackground.

Nowadays,manyproductsnomatterChineseonesorforeignonesareallhavetwoversionsofitsbrandnames,oneisChineseoneandanotherisEnglishone.Whenalltheproductscomeintothemarketsoftenarisesomeproblems.

2.21TheInclinationofUsingChinesePinyin

Atpresent,itisverycommonthatChinesetrademarknamesaretranslatedinthewayofChinesepinyin,whichisthecombinationofChinesephoneticalphabet.Sometranslationsusingthismethoddon’treacharelativelyeffect.Somebrandnametranslationmaypuzzlethecustomers.Generallyspeaking,itisnotawisewayforatranslatortouseChinesepinyintotranslateaChinesetrademarkname.Usually,pinyincan’tconveytheChineseconnotationmeaning.Frombadtoworse,animpropertranslationcausedbyChinesepinyinwillleadtothemisunderstandingofacommodity.AsChinesepinyin,togetherwithEnglishwords,theyarebelongstotwodifferentkindoflanguagesystems.So,ChinesepinyinisnotidenticaltoEnglishwords.

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2.22BlindandMechanicalTransliteration

SometranslatorsjusttranslateaChinesetrademarkaccordingtoitsmeaningblindlyandmechanically.ComparingwiththewayofusingChinesepinyin,transliterationseemstobefaithfultotheoriginalmeaning.Butinfact,itneglectsthedifferencesoftheculturebackgroundbetweenthenativelanguageandthetargetlanguage.Theneglectprobablyleadstomisunderstandingsoftheculture.Thesaleofthecommoditymaybepoorandthereputationoftheenterprisewillalsobeinfluenced.Besides,ablindandmechanicaltransliterationalwaysmakesthenamelongandtedious.Takeakindofhandkerchiefcalled“心相印”forexample.Wecantranslateitfromitsliteralway;itistranslatedtobe“mindactuponmind”.Thoughithasconveyedtheliteralmeaningoftheoriginaltrademarkname,itneglectedthemostfundamentalcharacterofatrademarkname,whichshouldbeconciseandeasyenoughtoberemembered.

2.23LackofCross-culturalAwareness

Whenwedotranslation,afterseeingaChinesetrademarkname,asmanytranslatorshavelittleawarenessofcross-culture,theyoftentranslateatrademarknameaccordingtotheirownexpressingwaysandaestheticpsychology.Butinfact,theforeigners’nationalpsychology,valueconcept,religiousbeliefandtheirconsuminghabitsareallthingstheyshouldthinkcarefully.TaketheChinesecommodity“美的”forexample.WecantranslateitintoChinesepinyin“meide”,itisacceptableforChinesepeople,itmeansgoodorbeauty.Butthistranslationcannotexpressournativeculturalmeaningtotheforeigners.Later,Mediaisused.Thiswordisfromthephrases“mostidea”and“modernidea”.Itcomplieswith