本科论文英文商标及其中文翻译.docx

本科论文英文商标及其中文翻译.docx

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本科论文英文商标及其中文翻译

QualitativeResearchonTrademarkTranslation

论文方向：

翻译学

指导老师：

侯双双

SubmittedtoEnglishDepartment

OfForeignLanguagesSchoolofShandongUniversity

InPartialFulfillmentoftheRequirement

FortheDegreeofBachelorofArts

通讯地址：

邮编：

电话号码：

October3,2011

Abstract

ThisarticleisaboutthequalitativeresearchontrademarktranslationwithcomparingEnglishtrademarkandChinesetranslationonadvertisement.Thisarticlesummarizesfivecharacteristicsoftrademarktranslation,i.e.,equivalence,brevity,attractiveness,associationandcreativity.Thisarticlealsosummarizesfourprinciplesoftrademarktranslationincludingharmonyprinciple,inductiveprinciple,principleofeffectivenessandaestheticprincipleaswellasfourmethodsoftrademarktranslation,whichiscomposedofthemethodofChinesePinyin,themethodoftransliteration,themethodofparaphrase,thecombinationoftransliterationandparaphrase.

Keywords:

Englishtrademark;translation;consumers

中文摘要

本文通过对比英文商标及其中文翻译，对商标的翻译作出定性分析。

文章总结了商标翻译的五个特征，即等效性、简洁性、吸引性、联想性及创新性；概括出了商标翻译的四个原则，即协调性原则、归纳性原则、实效性原则、美感原则；归纳出了商标翻译的四种方法，即汉语拼音法、音译法、意译法和音义结合法。

关键词：

英文商标；翻译；消费者

Introduction

Thehumansocietyhasenteredthe21stcentury.Theinternationaltradeisdevelopingfast,causingtheincreasingcommercialcooperationandthecommodityimportandexport.Thetrademarkisplayinganimportantroleinthematterwhethertheforeignproductcanoccupythemarket.Thetranslatedtrademarkisthesecondnameofcommodityinothercountries.Itisnotonlyalogobutalsoalure,whichistoattractconsumersandsellcommodities.Agoodtrademarktranslationmaybringanenterprisehugewealth,whereasabadonemayletanenterprisesuffergreatloss.Therefore,anenterprise’sfutureiscloselylinkedtotrademarktranslation.Evidently,thetrademarktranslationhasbecomemoreandmorepracticalandessential.Thisarticlewillgiveusaqualitativestudyonthetrademarktranslation.

ChapterⅠ.BriefIntroductionofTrademark

Trademarkisasymbolofgoods.Itisaproductofthedevelopmentofcommodityeconomy.Commodityproducerandoperatortakeitasasignificantmarktomaketheirowngoodsdistinguishfromothercommodities.Itisthesignificantfeaturesoftheconcentrationofgoodsaswellasthecoreofcultureofgoods.Trademarkisusuallyregardedasthesimplifiednamesofcompanies.Itbecomesthesymbolofacompanyaslongasitappears.Asthebridgebetweenproducerandconsumers,trademarkhasbecomeapowerfulweaponwithwhichthecompanycanparticipateintheinternationalcompetition.Agoodtrademarkshouldberichincontent,andcanreflectthecharacteristicsofproducts;Agoodtrademarkshouldbeeasytoremember,easytoberead,easytobeunderstood,andvivid;Agoodtrademarkshouldbesellingpointsofcommodities,whichcanarousetheconsumers’desiretobuythem.Trademarkisoneoftheeffectivewaystohelpenterprisestopublicizetheircompanyidentityandbetterselltheircommodities.

Withtheglobalizationofeconomicdevelopment,theinternationaltradehasbecomeintoaverycriticalpowerforpromotingtheeconomydevelopmentofthewholeworld.Now,thetrademarktranslationisinevitableiftheproductisexpectedtoenterinternationalmarket.

Alongwiththeaccelerationoftheeconomicglobalization,especiallywithChina'sentryintotheWorldTradeOrganization,moreandmoreChinesehaverealizedtheimportanceofgoodtrademarktranslations.Agoodtranslationofatrademarkcanbringmillionsofdollars’differenceintheproduct’ssellsrecord.Itcannotbedeniedthatsellsrecordsandprofitsareimportantforthemanufacturer.However,amoreimportantsignificanceforagoodtrademarktranslationliesinthefactthatthenameoftheproductisconducivetothepromotingoftheproduct,theenhancingofitsfameandcompetitivenessaswellasthecrackingdownofthecounterfeits.

Foronespecificproduct,itstrademarkisofgreatimportance.Whenvariouskindsofcommoditiesgoglobal,theirnamestravelwiththemaswell.Asthetradeofcommoditiesexpands,trademarksofcertainproductshavebecomeveryfamousandsomesuccessfulonesgraduallygetrecognizedbythewholeworld.Aforeigntrademark,nomatterhowmuchfametheyenjoyglobally,willbedifficultforChineseconsumerstoacceptifitdoesnothaveanimpressivetranslationintoChinese.

Thetranslationoftrademarkisakindofinterculturalcommunication,anditshouldcrosstheculturalboundaryofthetargetlanguageandconformtopeople'saestheticpsychology.Asuccessfultranslationofthetrademarkshouldnotonlytransferitsinformationconcerningthecommodityorservice,butalsotransferitsculturalsignificancetotheaudienceinthetargetculture.Thisappliesparticularlytoculture-loadedtrademarksthathavedifferentmentalassociationsindifferentcultures.Accordingtotheprincipleofthefunctionalequivalence,thetranslatedtrademarkshouldachieveaperfectlinguisticunityamongpronunciation,formandmeaning.

ChapterⅡ.TheCharacteristicsofTrademarkTranslation

Comparedwithothertranslation,thetrademarktranslationhasitsowncharacteristics,whichiscloselylinkedtothecharacteristicsoftrademarkitself.Ingeneral,afterbeingtranslatedfromEnglishtoChinese,thetrademarkusuallyhasthecharacteristicsbellows.

2.1Equivalence

Thetrademarkmustbetranslatedinaccordancewiththeaimthatoriginalcontextwantstobeachievebothinformandcontent.ThefamoustheoristoftheUS,Nida,whointroducedthetheory“theprincipleofequivalence”,pointedoutthateachlanguagehasitsowncharacteristics.Totakepartincommunicationactivities,wemustrespectthecharacteristicsoflanguage.Averyfruitfultranslatoristhemanwhonotjustimposesthelanguagestructureonanotherlanguagesimply,butthemanwhoisreadytomakeadjustmentfornecessarychangeandreproducetheinformation.Inhisopinion,theaimoftranslatedcontextmustconformtheoriginaloneespeciallyintheinformationofcontent,formandexpressthestyle,thecultureoflanguage,andthecustomsofsociety.Accordingtothetheory,thepronunciation,themeaning,theformoftranslatedtrademarkshouldcorrespondwiththatoftheoriginaltrademark.Inanotherword,thetranslatedonemusthavetheabilitytoproducethesameorapproximatefunctionsoftheoriginaltrademark.

2.2Brevity

Generallyspeaking,atranslatedtrademarkisbriefandtothepoint.Alongtrademarkisnoteasytoremember.Fromtheangleofpsychologyofconsumption,alongtrademarkhasbadinfluenceonthebuyofconsumerstosomeextent.ThetranslatedtrademarkusuallyhasfourChinesecharactersatmost.Somesyllablesshouldbedeletediftheoriginalonehasmorethanfoursyllables.Sometrademarksdon’thavetoomanysyllablesandareeasytopronounce.Inthatcase,althoughwecantranslateeverysyllableofit,theChineseafterbeingtranslatedislong.Wealsohavetodeletesomeofthem.Taking“Metersbonwe”forexample,weusuallycallit“美邦”insteadof“美特斯邦威”because“美邦”iseasierforustorememberandtheconsumersaremorelikelytobuyit.Americanbeer“Budweiser”istranslatedinto“百威”insteadof“百德威斯”because“百威”isattractiveandbrief.Whatmakes“百威”popularisthatitshowsusthatpeoplewillbeenergeticandpowerfulafterdrinkingit.“Bausch&Lomb”wastranslatedinto“鲍蒂布龙”,but”博士伦”ismorepopularbecauseitexpressestheinformationthatpeoplewiththisglassesislikeadoctor.

2.3Attractiveness

Thetrademarkisaspecialkindoflanguages.Itistheconcentrationofcommodities’distinctcharacteristics,andthecoreofcommodities’culture.Itistheluretoattractconsumersandsellcommodities.Therefore,attractivenessbecomesanotherimportantcharacteristicoftrademarktranslation.Whetheratrademarktranslationissuccessfulornotisconditionaltotheconditionwhetherithasattractedconsumerstobuycommodities.Ifatranslatedtrademarkcannotpromotethesalesofcommodities,thetranslationoftrademarkisafailure.Trademarktranslationisnotjustaprocessoftranslatingtrademarkfromonelanguagetoanotherlanguagesimply,butaprocessofexpressingthecultureofonecommodity,andattractingconsumerswithitsuniquecharm.Forexample,Colgate,namedafterthefounderColgate,hasnoattractivenessatall.Butthetranslatedtrademark“高露洁”isgoodenoughtodrawtheattentionofconsumersbecause“洁”presentstheadvantageofthisproduct.Another,“Head&Shoulder”means“头发与肩膀”.Thedesignerwantstoshowthecleanhairafterusingthisproduct.Thetranslation“海飞丝”expressestheinformationrightly.

2.4Association

TranslatorsflexiblyuseChinesecharactersaccordingtothepronunciationandcontentoftheoriginaltrademark,aimingtoarouseendlessassociatedsense.Forexample,“CocaCola”istranslatedinto“可口可乐”.Infact,thetrademark“CocaCola”doesn’thaveanysenseitself.ButafterbeingtranslatedintoChinese,theconsumershaveknownthatitisakindofdrinkwithgoodtaste.Thatistheapplicationofassociation.Anotherexampleis“Pentium”.Thetrademark“Pentium”waschosenfrom3300suggestions.“Pent”means“five”inGreekand“ium”isthesuffixofachemicalelement.”Pentium”expressestheextraordinaryabilityofthe5thgenerationofCPU.Seeingthetranslation“奔腾”,wenaturallythinkofthefasthorse.Thatistherightthingthetrademarkwantstoshowtoconsumers－theCPUcanrunasfastastherunninghorse.

2.5Creativity

Trademarktranslationstandsontheoriginalcontextbutnotsticktoit.Translatorsmakeanissueofsellingpoint,makingthetranslationhavenothingincommon.Butthetrans