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商标翻译浅谈On the Translation of Trademarks 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 ，2004 26（2） 473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） On the Translation of Trademarks Abstract:The trademark propaganda is an important mean of selling goods and competition for the international market, but cultivating brand name is the important links to open up the international markets.So the importance of a good trademark translation is self-evident. With the globalization of the word economic system and Chinas entering WTO,the products of importing and exporting strengthen day by day, it has also led to the translation of the trademark has been gaining attention, it gets a continuously enrich and development from the translation of theory and practice， especially paying greater attention to the sino-western cultural differences. This paper mainly discusses the methods of the trademark translation from the importance of trademark.culture characteristic and language characteristic,concluding that translation should focus on the exchange of cultural information,so that the translation will be similar with the original goods in the sound, shape, meaning and so on,while the commodity exchanges will also achieve cultural exchanges.Key words: trademark ;translation ; method ; cultureIntuoductionA trademark is a sign of commodities.The producer is used to identifing their production and sale of goods by iconic symbols. Generally speaking, graphics or symbol,is the image of products, corporate symbol conveys the spirit of enterprise and shapes the business image. Marks role is to ensure product quality, easy for consumers to purchase and maintain the credibility of trademark registration and peoples right.Trademark helps companies promote their own goods , manufacture ,and then make the enterprise zone gain huge profits.Therefore, manufacturers will be racking their brains in order to achieve distinctive trademark name and impressed by popular things.So as to achieve sales of goods,improve the competitiveness of the commodity market.With Chinas accession to WTO, China ,at an alarming rate,integrates into the global economy.China strengthens economic and technogic cooperation with other coutries ,including increasingly frequent economic and trade exchanges.How to introduce our products to foreign countries,bring foreign products into the domestic and conduct a successful sales business,has become a major event.As representative image,trade mark must be in another language appear in the international market,while successful trademark translation makes products known to the world.It is vital for enterprises to explore the international market and establish an important element of international brands.1.Mark the importance of TranslationA commodity is in order to obtain a larger market share.It, in addition to the quality of its own,mostly depends on the ability of understanding and accepting for consumers .Who can win their love, who can induce their purchase successfully. Thus, problem have emerged .A good trademark can be a tremendous asset to the enterprise;in the other hand, a bad mark can bring about heavy losses.Therefore,trademark translation must be taken in account.Mark for some people may still be a comparatively new concept! Some people think that their companys own products do not need to go to trademark translation，as long as people buy my stuff ! But everyone knows that in this era of information industry and a strong brand awareness,how important trademarks for businesses is!About the literature translation, all discuss the translation standards.It always has a popular view in our country ,says the letter,faithful,elegant,expressive.In other words, accurate, smooth,expressive meaning.That is must be faithful in the original works , expresses the original intention and spreads its charm.But the so-called charm,refers to the original works of the style，the flavor, i.e. writer artisticindividuality and characteristic.The trademark translation also should take the reference by this.A commercial company use trademark for its product naming and distinguishing the mark . The trademark,similar to humans name,represents the commodity .Many international famous trademarks already became the enterprise intangible asset and great wealth,therefore the business always tried to excavate the commercial charm of brand name.By the Chinese gymnastics prince Li Nings name naming LiNing; sporting goods series, placed the enterprise to have to strive for success the spirit by Li Ning to change the Chinese sports series thing backward the aspect, the pursue world first-class product enterprise spirit.LiNing; the sign regarding them, not only is a trademark, but also is an enterprise spirit abbreviation.Well-known brand “Gold Lion”now becomes a well-known in the world, but, Mr.Zeng Xianzi ,its founder of the former Trade Marks has some bitter experiences.“Gold Lion”trademark was first named as “Golden Lion ”and happily the two “Golden Lion”tie gave him a Hong Kong relatives,who did not refuse his gift,not pleased, saying: gold lost,gold lost,gold up all the lost! So, in Cantonese,the term “lion”and“lose ”homophonic, naturally unpopular. The evening,Mr Tsang racked their brains for the“Golden Lion” changing the name.Finally come up with a good approach: the “Golden Lion ”of the English name “GoldLion” translation into translation and transliteration by combining, or “Gold|”is still free translation for the “Golden”and “Lion”transliteration of“Lee to”.namely “Gold Lion ”, Kim and Lee together,who are happy listening. As a result,“Gold Lion”trademark was born. Mr Tsang suddenly thought: Chinese people rarely use a brush to write in English, I use it to write, will not do a very special font? So he used a brush to write a “GoldLion” words,let the designer process, is now,“Gold Lion”in English signs.Mark after the change,and indeed quickly recognized by consumers as loud tie brand.2. The cultural characteristics of trademark Economic development,constitute the elements of different cultural backgrounds,people in the concept of tradition, customs,cognitive point of view,ways of thinking and value orientation,there are many differences.Because of different languages and cultures,so the word mark translation must go through an assimilation,absorption,transformation process.It requires the translator translate the word in the trademark process,not only to understand the literal meaning of words, but also aware of its cultural connotation of the load and avoid conflict of cultures. Trademark translation, as a cross-cultural exchange activities,placed in front of the translator is that the target language readers first issued of the admissibility of trademarks,How to cross-cultural context that is different this gap,as fully as possible the intention of the makers mark to convey to readers of different social backgrounds. In the process of translation,if lack of cultural awareness,and having just moved bilingual type conversion, regardless of culture inherent in the meaning of the conversion accordingly, translation of the very few cultural meaning and associative meaning,and sometimes even also give rise to unexpected reaction,products can not be sold to become a full translation of the lost.The following detailed analysis with some examples will explain. In China,East Wind (wind) brand agricultural products,can be described as popular,is not new for everyone in the country . However, in the United Kingdom ,it is unpopular. For this translation,the British geographical environment is different,the British described by the“ west wind”is the warm, business abundant wind, not our last night west wind withered Bi Shu in the“west wind”.Moreover,the British equivalent of Chinas Dongfeng-westerly winds, Britains Dongfeng is Chinas westerly or north wind.The translator did not understand the differences between geographical environment and its translation from the British welcome the natural.China has a lipstick mark called “Fang Fang”,in China the name is indeed very good, our people saw,“Fang Fangword”can not help think of beauty in my mind: not only seem to see one of Huarongyuemao young girls,and they seem to smell the aroma hit her whole body.But its trademark Otozawa into pinyin “Fangfang|”a look at the hearts of English readers could not help but sense of health to play a terrorist,because fang happens to be an English word,its meaning is along, sharp tooth of a dog. They do not imagine a painted lipstick girl,but her claws, poison scattered a vicious dog or a snake,like the Chinese people see the green surface ape teeth,“Phantom”As the translation of this major flaw, lipstick sales probably is not difficult to imagine.An export batteries trademark called“white elephant”, English translated into“White Elephant”,should say yes to one hundred percent correct.They know a white elephant,he is a regular English phrase,meaning“heavy burden” (a burdensome possession)or“useless and cumbersome“stuff”(useless). However,the “polar bear trademark to “White Bear is the success of the pen. Cha compiled by Beijing Foreign Languages Institute,“Chinese-English Dictionary, “White Bear is the English translation of the first Polar Bear,because it is the scientific name,the second English translation is the white bear.So trade name will be translated into a Polar Bear,like nothing wrong.But with the recent changes in the international political situation. Polar Bear (Polar Bear) has been otherwise, it is easy to treat it as a nickname and a political force with the worlds link,it is still a good translation of White Bear.3. Trademark features of the languageIn modern society, old and new products one after another come about,the world is full of trademark language,trade language refers to the combination of the word mark and trade mark in all the text information, including the brand name,trademarks, graphics on the characters or their distortion,Pinyin or its abbreviation,foreign language translation or its abbreviation. But the trademark of languages is not able to enter the hearts of the audience,and some trademark lauguages are easily accepted,keep close track of their products;for people they turned a blind eye rather than filling smell.Merchandise language loses its meaning. Trademark language is a special kind of language,have distinctive features. 3.1 Symbolic. The symbolic mark has two meanings: First，the identification mark must have a high degree of cohesion and profound allegory. Corporate image,entrepreneur spirit and enterprise product characteristics cohere in the brand identity,not only implicate corporate image and corporate character，but also in the hands of the consumers trust and hope.It has been mentioned in the previous text.“LiNing brand should take the fighting spirit of Li Ning,change the backward situationentrepreneur spirit.trademark is of a good communication.No matter what media to convey,it is a look at the hint.Mark coheres,concentrates corporate image and conveys the spirit of enterprise in order to truly represent the enterprise,truly enterprise tag function.3.2 Unique. In Chinas sports series and pursue after world-class products of the Generally,a word is the element of logo mark. This word did not exist before you use.In trademark review,the issue is called “significant,that is unique. Only this ,then give a strong visual impact and appeal to achieve the purpose of identification and recognition.In other words.it is impossible to have two same trakemarks exist in market.3.3 SimplicityMark must be compendious, which is very key for trademarks, but also the minimum requirement.Only simple,solemn,profound, novel and unique trademark will be accepted by consumers and popular with entrepreneurs and the public.Many well-known brands are very simple and easy to remember and propagate,such as the Nike logo - a Komagari.3.4 Artistry The so-called trademark language artistry, that is,sound, shape and meaning all have a certain aesthetic beauty to humans and make people pleased.The sound of beauty is catchy,the look of beauty pleases ones eyes and the meaning of beauty points to rosy things.can only be reminiscent of go into the hearts of the public.3.5 Times.Economic prosperity,intense competition,various lifestyles and fashion trend,require a trademark should adapt to the times.With trademark creativity must be the progress achieved by the community, with the development of the times ahead of the development.So mark must adapt to it,at the appropriate time to conduct a reasonable adjustment in order to avoid being eliminated by the times.3.6 StabilityMark should also have the stability.This may seem incompatible with the times, but in fact they are not contradictory,trademarks, when established, the companies hope that their product trademarks are remember and love forover, and then insist on buying .A trademark will not change easily,especially successful ones, which shows that trademark has a stability.4. Trademark English translationIn order to make translated trademarks and original trademarks equivalent,the translato，like literary one,should use different translation methods,and strive toward maximizing the practical effect of translations,the voice ,the word shaped,meaning beauty and historical and cultural significance to be a vivid and accurate reproduction of the artistic ideas,has always been thought through. The artistic and aesthetic translation of trademark lies in the unique design,graceful，accurate vivid language,profound artistic conception and affective resonance as a result of breaking down barriers as cultural mentality and region,etc.Translated trademark should have a very strong sense of music and movement,give people a wonderful and enjoyful feeling and stimulate the curiosity of consumers and impulses and desires of buying，especially which can train many generations of loyal consumers.Trademark traslation should highlight the good combition of pronunciation,word meaning.Be clear and eye-catching,they are,the uses,function and uniqueness of products should be clear at a glance. Having attraction and full of features,it can be found among a large number of brands. Style and good taste can lead consumers to thinking of good things and encourage others to purchase.Mark a major translation methods4.1 TransliterationTransliteration method,the original trademark translates into the same or similar target language.Translation method can be divided into pure Transliteration and Transliteration . Pure transliteration method,is also called as the direct transliteration according to the pronunciation of foreign language marks,then select the same or similar pronunciation of Chinese characters together.These phrases in Chinese often do not have any meaning.Pure transliteration method retains the original beauty ofsound and call function,such as Motorola Motorola (mobile),Sony Sony (color TV),Kodak Kodak (film).Homophonic translation also called homophonic pun traslation, that is to say,Selected homophonic words or phrases can arouse Chinese consumers to think.There are many homonyms among Chinese characters,so we can be free to choose a loud voice,beautiful words to express the mood in translation.Arche translated as“Ya-Qian,Pantene translated as“Pantene which not only retains the original tone syllable loud, but also the term “Qian,“ting,those Chinese characters embody female beauty, more stressed feature of cosmetics goods.4.2 Literal TranslationLiteral translation is directly translated literally.For common nouns trademark word,if its original meaning is consistent with purposes ,meet the audiences aesthetic and cultural psychology and be not antipathy,then you can take Literal Translation.Literal translation method has the advantage of retaining original name,and can accurately convey information and emotion originally. 4.3 Paraphrase MethodsFree translation is not in accordance with its sound and meaning ,but according to the characteristics of goods, exert full imaginations to create additional meaning.Such as shampoo “Rejoice”,Chinese translation of“Rejoice”rather than “happy”,which indicates the use of the product and at the same time has the art ,be in line with the aesthetic psychology of the audience,and remind people of the soft,flowing hair. Another example is“Walkman”translated as“Walkma”n, appropriate and natural, its meaning is more comprehensive than English trademark ;its a successful trademark translation.4.4 Sound Italian Heyi FranceHeyi Act refers to the sound Italian translation similar to the selection and the target language pronunciation,but the significance is not original,but in order to satisfy the audiences psychology to take a translation method.This translation can either retain the original and exotic sound,at the same time be full of the target language culture and color. Such as “Bausch & Lomb, contact lens,in fact,The English trademark is the name of the founder of “Bush & Lomb,the translator according to Chinese shopping psychology and cultural environment,as well as people for knowledge adoration,translated it into,“Bausch &”Lomb,.It is really ingenue.In the United States as a cosmetic “Revlon has been skillfully translated as“Lu Huanong“Revlon is taken from Li Bais cloud like clothes to spend like tolerance,Spring whisk football Revlon.The well-known poem makes translation full of Chinese culture colors, romantic and elegant,gives rise to an infinite imagination. Italy Heyi method is worthy of promoting superior translation.4.5 By sound methodNoise reduction method, that is,delete too long sound in the English trademark.After the English mark translated into Chinese，its easy to use the word or words forms ;bilingual syllables are in line with Chinese aesthetic habits and the development trend of the times;three-words trademarks originated in Chinese traditional old and famousmarks, such as “Tong Ren Tang,“ Quanjude and so on. Therefore,its necessary to delete too long sounds. Chinese translation can reduce the multi-syllable words as two-words or three-words marks.For example,McDonalds old transliteration is Mike McDonald which dont catch up with the“McDonalds.4.6 By the word methodBy the word method,that is translated after the major syllable, together with the product characteristics consistent complacent translation methods.After major syllable of the translated original name,it may be added to the key product features or meaning of words in lines in order to attract consumers.The principle is that the added word should stay the same in the meaning and sound with the original trademark. Otherwise superfluous,but not as many.For example: Colgate is translated as“Colgate,“clean the word embodies the role of toothpaste clean,Pepsi is translated as“Pepsiand so on.All those are for the use of additional lexical translation.5. ConclusionTrademark Translation is not just a language translation, but also a cultural translation.Marks in China and English translation is not a simple replacemen
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