文化与翻译--课件

Translation&Culture1ppt课件Translation&Culture1ppt课件课件n翻译对文化的促进作用翻译对文化的促进作用n季羡林先生在谈到翻译的作用时，曾以中华文中华文明的发展明的发展为例，作了如下精辟的阐述:“为什么中华文化竟延续不断一直存在到今天呢?我想，这里面是因为翻译在起作用。我曾在一篇文章中说过，若拿河流来作比较，中华文化这一条若拿河流来作比较，中华文化这一条长河，有水满的时候，也有水少的时候，但却长河，有水满的时候，也有水少的时候，但却从未枯竭。原因就是有新水注入，注入的次数从未枯竭。原因就是有新水注入，注入的次数大大小小是颇多的，最大的有两次，一次是从大大小小是颇多的，最大的有两次，一次是从印度来的水，一次是从西方来的水。印度来的水，一次是从西方来的水。而这两次的大注入依靠的都是翻译。中华文化之所以能常葆青春，万应灵药就是翻译。翻译之为用大矣哉！”2ppt课件翻译对文化的促进作用翻译对文化的促进作用2ppt课件课件n What is culture?3ppt课件 What is culture?3ppt课件课件 A total way of life of a peopleA total way of life of a people4ppt课件 A total way of life oThe New World Encyclopedia:The New World Encyclopedia:n nCulture Culture is the totality of the spiritual,is the totality of the spiritual,intellectual,and artistic attitudes intellectual,and artistic attitudes shared by a group,shared by a group,nincluding its tradition,habits,social including its tradition,habits,social customs,morals,laws,and social customs,morals,laws,and social relations.relations.nSociologically,every society,on every Sociologically,every society,on every level,has its culture;level,has its culture;nthe term has no implications of high the term has no implications of high development.development.5ppt课件The New World Encyclopedia:CulLanguage is not isolated.Language is not isolated.nEvery language belongs to a certain Every language belongs to a certain culture.culture.nIt is difficult to separate language It is difficult to separate language and cultural identity.and cultural identity.nHow different peoples express what How different peoples express what they see is determined by how they they see is determined by how they perceive and interpret and react to perceive and interpret and react to reality.reality.6ppt课件Language is not isolated.EverynLi Hongzhang,one of the top officials in the Qing Dynasty,was invited to visit the U.S.He was warmly welcomed.One day,Li was hosting a banquet for the American officials in a popular restaurant.As the banquet started,according to the Chinese custom,Li stood up and said,“今天承蒙各位光临，不胜荣幸。我们略备粗馔，聊表寸心，没有什么可口的东西，不成敬意，请大家多多包涵”7ppt课件Li Hongzhang,one of the top on(今天承蒙各位光临，不胜荣幸。我们略备粗馔，聊表寸心，没有什么可口的东西，不成敬意，请大家多多包涵)nI am very happy to have all of you here today.Though these dishes are coarse and not delicious and good enough to show my respect for you,I hope you will enjoy them”8ppt课件(今天承蒙各位光临，不胜荣幸。我们略备粗馔，聊表寸心，没有什今天承蒙各位光临，不胜荣幸。我们略备粗馔，聊表寸心，没有什nThe next day,the English version of his words was shown in the local newspaper.To his shock,the restaurant owner flew into a rage.He thought it was an insult and insisted that Li should show him the evidence of which dish was not well-made and which dish was not delicious.Otherwise,Li intentionally damaged the reputation of the restaurant,and he should apologize.All the fuss made Li rather embarrassed.9ppt课件The next day,the English versCommentnWhat Li said is just some formulaic polite expression common in type.Almost all Chinese people know this and could hear that nearly everywhere.nLiterally,Lis words are inappropriate,but they do convey the meaning of respect.nHere the language form is different from its content,a phenomenon which can only be found in eastern culture.n 10ppt课件CommentWhat Li said is just sonAmerica is a country with highly valued individualism.nThey express themselves rather directly.nThey tend to hear words literally,therefore they cannot understand easterners over-modesty.nThe reaction of the restaurant is nothing unusual.nLi may change his words like this:n“The cuisine of your country is really great.It is my great honor to have a chance to entertain you with them”n(贵国的菜肴真是好极了，今天能有机会借花贵国的菜肴真是好极了，今天能有机会借花献佛，不胜荣幸之至献佛，不胜荣幸之至)11ppt课件America is a country with highTry to translate the following Try to translate the following idioms:idioms:nLove me,love my dog.Love me,love my dog.nBirds of a feather flock together.Birds of a feather flock together.nGild the lilyGild the lily12ppt课件Try to translate the followingLove me,love my dog.爱屋及乌。爱屋及乌。If you love someone,you must accept If you love someone,you must accept everything about them,even their everything about them,even their faults or weakness.faults or weakness.13ppt课件Love me,love my dog.爱屋及乌爱屋及乌Birds of a feather flock together.一丘之貉。一丘之貉。birds of a feather:people of similar interests or birds of a feather:people of similar interests or personalities personalities 兴趣爱好相同的人同类人兴趣爱好相同的人同类人物以类聚，人以群分。物以类聚，人以群分。in a context denoting bad personsin a context denoting bad persons 一路货，臭味相投者一路货，臭味相投者14ppt课件Birds of a feather flock togetGild the lily画蛇添足。画蛇添足。people in the West:nature itself is people in the West:nature itself is beauty.beauty.gildgild:to do sth.artificial not beautiful:to do sth.artificial not beautiful“add unnecessary decoration or“add unnecessary decoration or exaggeration”exaggeration”多此一举，弄巧成拙多此一举，弄巧成拙15ppt课件Gild the lily画蛇添足。画蛇添足。15ppt课件课件Shakespeare:King John “To gild refined “To gild refined gold,to paint gold,to paint the lilyis the lilyis wasteful and wasteful and ridiculous ridiculous excess.”excess.”1616pptppt课件课件Shakespeare:King John “To giIn China,when people meet甲：甲：“吃了吗？吃了吗？”乙：乙：“吃啦！吃啦！”吃了吗吃了吗吃了吗吃了吗？吃啦！吃啦！吃啦！吃啦！17ppt课件In China,when people meet甲：甲：In western countriesA:“Lovely weather,isnt it?”B:“Yes,isnt it?”18ppt课件In western countriesA:“LovelTerms relating to“吃”：n饭桶n吃不开n吃不了兜着走n吃不消ngood-for-good-for-nothingnothingnbe unpopularbe unpopularnland oneself in land oneself in serious troubleserious troublenbe unable to be unable to standstand19ppt课件Terms relating to“吃吃”：饭桶：饭桶good-fTerms relating to“吃”：n吃老本n吃软不吃硬n吃闲饭n吃香nlive off ones past live off ones past gainsgainsnbe open to be open to persuasion,but persuasion,but not to coercionnot to coercionnlead an idle lifelead an idle lifenbe very popularbe very popular20ppt课件Terms relating to“吃吃”：吃老本：吃老本live Wu Song killed a tiger in his drunken couragen武行者心中要吃，武行者心中要吃，哪里听他分说，哪里听他分说，一片声喝道，一片声喝道，放屁！放屁！放屁！放屁！21ppt课件Wu Song killed a tiger in his Pearl S.Buck Now Wu the priest Now Wu the priest longed longed much in his much in his heart to eat,and so heart to eat,and so how could he be how could he be willing to listen to willing to listen to the explanation?He the explanation?He bellowed forth,bellowed forth,“Pass your wind,Pass your wind,pass your wind!pass your wind!”22ppt课件Pearl S.Buck Now Wu the pWhat do you think of Wu Songs imperative remark?n汉语汉语“放屁放屁”作骂人话时，喻指作骂人话时，喻指“说话没有根据或不合情理说话没有根据或不合情理”，而英语而英语pass ones windpass ones wind只是一只是一种自然生理现象。种自然生理现象。23ppt课件What do you think of Wu Songs 在译序中，赛氏解释了她将书名在译序中，赛氏解释了她将书名水浒传水浒传译为译为All Men Are All Men Are BrothersBrothers的原因：的原因：当然，英文的书译名并非原著本来当然，英文的书译名并非原著本来的名字，因为原名根本无法翻译：的名字，因为原名根本无法翻译：“水水”等于英文的等于英文的“水水”（waterwater），），“浒浒”意为意为“水边水边”（margins or bordersmargins or borders），），“传传”则相当于英文的则相当于英文的“小说小说”（novelnovel）；至少在我个人看来，）；至少在我个人看来，将这几个字排列在一起几乎毫无意将这几个字排列在一起几乎毫无意义，也不能准确反映原书的意旨。义，也不能准确反映原书的意旨。于是，我自作主张，选取了孔子的于是，我自作主张，选取了孔子的一句名言作为书名（即一句名言作为书名（即“四海之内，四海之内，皆兄弟也皆兄弟也”），该名无论在内涵还），该名无论在内涵还是外延上均体现了这些绿林好汉的是外延上均体现了这些绿林好汉的侠义精神。侠义精神。24ppt课件 在译序中，赛氏解释了她将书名水浒传译为在译序中，赛氏解释了她将书名水浒传译为All Translation and CulturenCultural Connotation Implication of Animal Terms Implication of Color TermsnTrademarks and Advertisements25ppt课件 Translation and Culture25pp Cultural ConnotationnImplication of Animal TermsnImplication of Color Terms26ppt课件 Cultural ConnotationImplicaImplication of Animal Terms Talking about cultural connotations,one will first think of images represented by animals27ppt课件Implication of Animal Terms Implication of Animal Termsn英汉动物喻体相同、喻义相似n英汉动物喻体相异、喻义相似n英汉动物喻体相同、喻义相异n英语动物词汇的象征意义28ppt课件Implication of Animal Terms英汉动英汉动 英汉动物喻体相同、喻义相似英汉动物喻体相同、喻义相似 Sometimes Chinese and English share connotative meanings:“狐狸狐狸”and “fox”CUNNING“猴子猴子”and“monkey”MISCHIEF“狼狼”and“wolf”SAVAGENESS29ppt课件 英汉动物喻体相同、喻义相似英汉动物喻体相同、喻义相似 SometimesWOLFThe Gospel of Matthew 7:15,New Testament “A wolf in sheeps clothing”披着羊皮的狼表面温顺友善，实则凶残的伪君子30ppt课件WOLFThe Gospel of Matthew 7:15WOLF：凶猛、狡诈、贪婪nThe life of the wolf is the death of the lamb.狼的生就是羔羊的死。nWake not a sleeping wolf.莫惹是生非nSee a wolf 吓得张口结舌，说不出话来nTo lead a wolf into the house 引狼入室31ppt课件WOLF：凶猛、狡诈、贪婪：凶猛、狡诈、贪婪The life of the wWOLF：心肠狠毒、忘恩负义：心肠狠毒、忘恩负义WOLF:贪得无厌贪得无厌 greedy as a wolf32ppt课件WOLF：心肠狠毒、忘恩负义：心肠狠毒、忘恩负义WOLF:贪得无厌贪得无厌 greedFOX：诡诈、狡猾nHe is as sly as a fox.Youve got to watch him.他狡猾如狐狸，你可要小心点。nYou can never fox me.你绝对骗不了我。33ppt课件FOX：诡诈、狡猾：诡诈、狡猾He is as sly as a foxSERPENT/SNAKEna snake in the grass 潜伏的危险，暗藏的敌人潜伏的危险，暗藏的敌人na snake in ones bosom(胸怀，内心）胸怀，内心）恩将仇报的人，背信弃义的人恩将仇报的人，背信弃义的人nserpent eye 如蛇般阴险的眼光如蛇般阴险的眼光34ppt课件SERPENT/SNAKEa snake in the grPIG：肮脏、贪婪、懒惰nHed been a pig about money.他对钱贪得无厌。nMake a pig of oneself 大吃大喝，狼吞虎咽nPigs in clover 行为卑鄙或粗鲁的有钱人35ppt课件PIG：肮脏、贪婪、懒惰：肮脏、贪婪、懒惰Hed been a pig Other Examples:nHe doesnt have an idea of his own.He just parrots what others say.他没有自己的观点，只是鹦鹉学舌罢了。nAs slow as a snail/at a snails pace 像蜗牛一样缓慢nA lion at home,a mouse abroad.在家如狮，在外如鼠。nA rat crossing the street is chased by all.老鼠过街，人人喊打。36ppt课件Other Examples:He doesnt haven英汉动物喻体相异、喻义相同英汉动物喻体相异、喻义相同n英国著名诗人英国著名诗人雪莱雪莱(Shelley)(Shelley)在一首诗中在一首诗中号召被压迫者像狮子醒来：号召被压迫者像狮子醒来：“Rise Rise like lions after slumberlike lions after slumber”n在学术界有权威的人被称为在学术界有权威的人被称为a literary a literary lionlion，有如汉语，有如汉语“泰斗，执牛耳泰斗，执牛耳”。37ppt课件英汉动物喻体相异、喻义相同英汉动物喻体相异、喻义相同37ppt课件课件n汉语言中用“虎”比喻勇猛、威武，例如“虎将”、“虎劲”、“虎威”。n老虎不仅具备西方狮子的正面形象，还有“凶狠、残忍”的反面形象，如孔子的“苛政猛于虎”。nBeard the lion in his den 虎口拔牙nAn ass in lions skin 狐假虎威n英语民族也常用“狮子”来形容处于主宰地位的人。Jack was married and had a lioness at home.母老虎母老虎38ppt课件汉语言中用汉语言中用“虎虎”比喻勇猛、威武，例如比喻勇猛、威武，例如“虎将虎将”、“虎劲虎劲”、“虎虎勤劳，吃苦耐劳n汉文化：牛（俯首甘为孺子牛，老黄牛）n英语文化：马 (work like a horse 任劳任怨)nas strong as a horse 健壮nhorse power 力大a willing horsea willing horse39ppt课件勤劳，吃苦耐劳汉文化：牛（俯首甘为孺子牛，老黄牛）勤劳，吃苦耐劳汉文化：牛（俯首甘为孺子牛，老黄牛）a wil羊n英国牧羊业发达英国牧羊业发达To separate sheep from goatsTo separate sheep from goatsnSheep:Sheep:能力强，成绩突出者能力强，成绩突出者nGoats:Goats:能力弱，业绩平平者能力弱，业绩平平者nBlack sheep Black sheep(There is a in every flock.)(There is a in every flock.)害群之马害群之马n长黑毛的绵羊比较少，魔鬼的标志长黑毛的绵羊比较少，魔鬼的标志40ppt课件羊英国牧羊业发达羊英国牧羊业发达40ppt课件课件试译：n牛饮牛饮nDrink like a fishDrink like a fishn对牛弹琴对牛弹琴nCast pearls before swineCast pearls before swinen落汤鸡落汤鸡nA drowned ratA drowned ratn狐假虎威狐假虎威nDonkey in a lions hideDonkey in a lions hidenAn ass in lions skin41ppt课件试译：牛饮试译：牛饮41ppt课件课件n蠢得像头猪蠢得像头猪nAs stupid as a gooseAs stupid as a goosen如鱼得水如鱼得水nLike a duck to waterLike a duck to watern养虎遗患养虎遗患nCherish a snake in ones bosomCherish a snake in ones bosomn狗改不了吃屎。狗改不了吃屎。nYou can not make a crab walk You can not make a crab walk straight.straight.42ppt课件蠢得像头猪蠢得像头猪42ppt课件课件nAlthough sometimes Chinese and Although sometimes Chinese and English share connotative English share connotative meanings,in many cases the same meanings,in many cases the same animal image may stand for animal image may stand for different connotations.different connotations.nThe most conspicuous example is The most conspicuous example is 狗狗 and“dog”.and“dog”.英汉动物喻体相同、喻义相异英汉动物喻体相同、喻义相异43ppt课件Although sometimes Chinese and龙 and“Dragon”n汉文化：汉文化：“龙的传人”descendents of the dragon,“真龙天子”true sons of the dragon from heavenn中国成语大辞典lists 115 entries with the character 龙,most of which are of commendatory sense.45ppt课件龙龙 and“Dragon”汉文化：汉文化：“龙的传人龙的传人”descenA dragon ladyA dragon lady 以统治者身份行使权力的女人以统治者身份行使权力的女人nThe Dragon/The Great Dragon/The The Dragon/The Great Dragon/The Old DragonOld Dragon 指与上帝作对的魔鬼撒旦指与上帝作对的魔鬼撒旦n亚洲四小龙：亚洲四小龙：the four tigers in Asiathe four tigers in AsianTo distinguish it from traditional To distinguish it from traditional Western“dragon”,some people now Western“dragon”,some people now use the term“use the term“Chinese dragonChinese dragon”.”.48ppt课件A dragon lady48ppt课件课件蝙蝠 and Batn汉文化：“蝠”与“福”同音，象征吉祥、健康、幸福。n西方：丑陋邪恶的动物，与罪恶或黑暗势力相联系，特别是vampire bat（吸血蝙蝠）。nAs blind as a bat 有眼无珠nCrazy as bat 精神失常；发痴nHave bats in the belfry 异想天开49ppt课件蝙蝠蝙蝠 and Bat汉文化：汉文化：“蝠蝠”与与“福福”同音，象征吉祥、健同音，象征吉祥、健 孔雀 and Peacockn汉文化：孔雀开屏汉文化：孔雀开屏 美美 “孔雀舞孔雀舞”n西方：虚荣、自傲西方：虚荣、自傲nAs proud as a peacock As proud as a peacock 骄傲自满骄傲自满nA peacock in his pride A peacock in his pride 炫耀一时的人炫耀一时的人nPlay the peacock Play the peacock 妄自尊大妄自尊大nHe attempted to peacock his way He attempted to peacock his way through the world.through the world.他想名扬世界。他想名扬世界。50ppt课件 孔雀孔雀 and Peacock汉文化：孔雀开屏汉文化：孔雀开屏 美美 猫头鹰 and Owln汉文化：不祥之物汉文化：不祥之物 “夜猫子进宅，凶事自夜猫子进宅，凶事自来来”n西方：智慧、博学的象征西方：智慧、博学的象征 as wise as an as wise as an owlowln“A wise old owl lived in an oak.The“A wise old owl lived in an oak.The more he saw,the less he spoke.The more he saw,the less he spoke.The less he spoke,the more he heard.Why less he spoke,the more he heard.Why cant we all be like that wise old bird?”cant we all be like that wise old bird?”英国民间童谣英国民间童谣51ppt课件猫头鹰猫头鹰 and Owl汉文化：不祥之物汉文化：不祥之物 “夜猫子进宅，凶事夜猫子进宅，凶事Implication of Color Terms We live in a colorful world,and words denoting colors for part of the nuclear vocabulary of almost every language.5252pptppt课件课件Implication of Color Terms Different languages may have different number of color terms.5454pptppt课件课件Different languages may have dBasic Colorsn nIn Chinese 赤、橙、黄、绿、青、蓝、紫，the seven colors in the rainbow,are thought to be the basic colors.5555pptppt课件课件Basic ColorsIn Chinese 赤、橙、黄、绿赤、橙、黄、绿n nThe Chinese 绿、青、蓝绿、青、蓝 are three colors,but their corresponding words in English are only two:“green”and“blue”.So 青青 can only be translated as green or blue.5656pptppt课件课件The Chinese 绿、青、蓝绿、青、蓝 are three con n青菜：青菜：green vegetablesn n青椒：青椒：green peppern n青山：青山：green mountainn n青天（蓝天）：青天（蓝天）：blue sky青青 can also refer to black.n n青布：青布：black clothn n青衫：青衫：black gownn n青丝：青丝：black hair5757pptppt课件课件青菜：青菜：green vegetables57ppt课件课件颜色词属于文化限定颜色词属于文化限定词，具有强烈的民族词，具有强烈的民族文化特征，每个民族文化特征，每个民族都有自己的颜色观。都有自己的颜色观。在不同的民族文化中，在不同的民族文化中，同一种颜色表达不同同一种颜色表达不同的文化心理，引起不的文化心理，引起不同的联想，具有不同同的联想，具有不同的文化内涵。的文化内涵。61ppt课件颜色词属于文化限定词，具有强烈的民族文化特征，每个民族都有自颜色词属于文化限定词，具有强烈的民族文化特征，每个民族都有自 Red 红色n红红 and“red”have quite different connotations in Chinese and English as is determined by the two different cultures behind the two languages.62ppt课件 Red 红色红红色红 anred在经济贸易词汇里象征“赤字、亏损、负债”。nred letter red letter 经济活动中支出多于收入的经济活动中支出多于收入的差额数字差额数字nin the red/red ink in the red/red ink 亏损亏损nget into red get into red 出现赤字、发生亏损出现赤字、发生亏损nget out of the red get out of the red 不再亏损不再亏损68ppt课件red在经济贸易词汇里象征在经济贸易词汇里象征“赤字、亏损、负债赤字、亏损、负债”。red le英语中red也有其正面的联想意义和语义。nred-letter daysred-letter days（纪念日、喜纪念日、喜庆的日子）在西方一般指圣诞庆的日子）在西方一般指圣诞节或其他的节日，因为这些日节或其他的节日，因为这些日子在日历上是用红色标明的。子在日历上是用红色标明的。nroll out the red carpet for roll out the red carpet for sb.sb.铺展红地毯隆重地欢迎某人铺展红地毯隆重地欢迎某人n美国白宫内有间美国白宫内有间Red RoomRed Room，常用来举行小型招待会。常用来举行小型招待会。69ppt课件英语中英语中red也有其正面的联想意义和语义。也有其正面的联想意义和语义。red-letter Green 绿色nAs a color liked by most people,As a color liked by most people,“green”is often used to refer to“green”is often used to refer to plants:plants:ngreen belt green belt 绿化带，防护林绿化带，防护林ngreen fingers green fingers 园艺技能园艺技能ngreen winter:a winter without green winter:a winter without snowing as the trees and grass snowing as the trees and grass remain green.remain green.ngreen revolution:agricultural green revolution:agricultural revolutionrevolutionn“green lungs of the city”-parks“green lungs of the city”-parksngreen food green food 绿色食品绿色食品70ppt课件 Green 绿色绿色As a Do you see green in my eye?nlack of experiencelack of experiencengreen hand,green horn green hand,green horn 新手新手n你看我是好欺骗的吗？你看我是好欺骗的吗？=Do you think I have=Do you think I have no experience so you no experience so you can deceive me?can deceive me?71ppt课件Do you see green in my eye?lacGreen also means“full of vigor or vitality”.nHer grand children wished her a Her grand children wished her a green old agegreen old age.n他的孙儿们祝福她健康长寿。他的孙儿们祝福她健康长寿。nThough in the green,he may not be Though in the green,he may not be equal to the task.equal to the task.n尽管他年富力强，不见得能胜任这项任务。尽管他年富力强，不见得能胜任这项任务。72ppt课件Green also means“full of vigon“How old was I when you first took me in a boat?”“Five,and you were nearly killed when I brought the fish in too green and nearly tore the boat to pieces.”n“你头一次带我上船时我多大？”“五岁。当我把那条活蹦乱跳活蹦乱跳的 大鱼弄上船的时候，你差点儿 送了命，那家伙差点儿把小船 撞得七零八碎。”73ppt课件“How old was I when you first n归化归化读者意译 优点：通俗易通、语言地道 缺点：丧失部分原文风貌特色n异化异化作者/原文直译（+解释或注释）优点：保持原文风貌特色、传播外国文化知识 缺点：增加了理解困难、文字繁复影响审美选择标准：翻译的翻译的“目的目的”例如：广告-正面宣传-使潜在顾客易于理解接受该产品-归化 某些小说-欣赏故事情节和文字、保持流畅阅读-归化 某些小说-传播他国文化知识-异化74ppt课件归化归化读者读者意译意译74ppt课件课件n nAdvertisementsn nTrademarksTrademarks and Advertisements7575pptppt课件课件AdvertisementsTrademarks and A Advertisementsn nThe globalization makes the translation of advertisements very important.n nUnique linguistic characteristics of advertisements:brevity,novelty,and sonority.7676pptppt课件课件 AdvertisementsThe n nTranslation of advertisements requires special ability of recreation.n nThe translator has to consider not only the meaning of the original text,but also how potential customers will receive such translations.n n“蚊子杀杀杀”n nMosquito Bye Bye Bye7777pptppt课件课件Translation of advertisements Translation of advertisements requires re-creativity.n n哪里有哪里有“芯芯”，哪里就有希望。，哪里就有希望。(chips)(chips)n nWhere there is chip,there is Where there is chip,there is hope.hope.n n百闻不如一见。百闻不如一见。(tea)(tea)n nTasting is believing.Tasting is believing.7878pptppt课件课件Translation of advertisements Translation of advertisements requires re-creativity.n nA diamond is forever.A diamond is forever.n n钻石恒久远，一颗永流传。钻石恒久远，一颗永流传。n nOnly your time is more precious Only your time is more precious than this watch.than this watch.n n手表诚可贵，时间价更高。手表诚可贵，时间价更高。7979pptppt课件课件Translation of advertisements Trademarksn nA trademark must be terse,A trademark must be terse,sonorous,attractive,easy to sonorous,attractive,easy to remember,and with an remember,and with an aesthetic touch,sometimes aesthetic touch,sometimes providing a hint of the providing a hint of the function of the product it function of the product it stands for.stands for.n nThe best translated The best translated trademarks are creative trademarks are creative transliteration.transliteration.n nCoca Cola Coca Cola 可口可乐可口可乐8080pptppt课件课件 TrademarksA traTry to analyze why some of the Try to analyze why some of the characters and words are used instead characters and words are used instead of pure transliteration.of pure transliteration.n nCannon Cannon 佳能佳能n nCrest Crest 佳洁士佳洁士n nHead and Shoulders Head and Shoulders 海飞丝海飞丝n nJohnson Johnson 强生强生n nGoodyear Goodyear 固特异固特异n nRejoice Rejoice 飘柔飘柔n nSheraton Sheraton 喜来登喜来登n nSafeguard Safeguard 舒服佳舒服佳n n7 Up 7 Up 七喜七喜n nSprite Sprite 雪碧雪碧8181pptppt课件课件Try to analyze why some of the8282pptppt课件课件82ppt课件课件83ppt课件83ppt课件课件84ppt课件84ppt课件课件85ppt课件85ppt课件课件86ppt课件86ppt课件课件87ppt课件87ppt课件课件88ppt课件88ppt课件课件索尼耳机索尼耳机岩石也娱乐89ppt课件索尼耳机岩石也娱乐索尼耳机岩石也娱乐89ppt课件课件谁说比赛结束了?90ppt课件谁说比赛结束了谁说比赛结束了?90ppt课件课件谁说人类不能飞谁说人类不能飞91ppt课件谁说人类不能飞谁说人类不能飞91ppt课件课件谁说你不能从问题中解脱?要做就做要做就做92ppt课件谁说你不能从问题中解脱谁说你不能从问题中解脱?92ppt课件课件谁说你谁说你5555岁就走下坡路了岁就走下坡路了要做就做要做就做93ppt课件谁说你谁说你55岁就走下坡路了岁就走下坡路了 要做就做要做就做93ppt课件课件94ppt课件94ppt课件课件Start ahead!成功之路成功之路 从头开始从头开始95ppt课件Start ahead!95ppt课件课件Citizen中国西铁城钟表有限公司 Light Make Eternity有光就有永恒有光就有永恒96ppt课件Citizen中国西铁城钟表有限公司中国西铁城钟表有限公司 Light