atouchonthetranslationoftrademark商標(biāo)翻譯技巧

1、精品好資料學(xué)習(xí)推薦A Touch On The Translation Of TrademarkAbstract: the trademark is a special language symbol, is the salient features of the concentration of goods are goods, the important part of the culture, is the enterprise participates in the international competition the powerful weapon. In the era of

2、 globalization today, a correct translation of trademarks to drive consumer identity, like players and even falls in love with a brand. Therefore, how to have the skills to trademark translation has become a relevant brand name translation, marketing professionals and related linguistic researchers

3、in marketing theory and practice study one of the key subjects. This article from the trademark translation skills need to consider the factors influencing skills, methods, discuss the success stories of the trademark translation skills, corresponding author.Key words: brand; brand name; translation

4、; transliteration; free translation; case; language and culture;1. introduction:Since Chinas accession to the WTO, many foreign enterprises and products into China, a large number of Chinese enterprises and products to the world, but not the right of brand name translation not only bring higher mark

5、eting costs, and loss of original meaning of brand products. How to have the skills to translate a correct and effective brand name? This paper from the following several aspects to carry on the corresponding author.2.use of the trademark translation consideration of several factors2.1basic factors

6、of brand essenceBrand name is condensed name purport of advertising language, its fundamental purpose: attractive attention, interest, desire, a stimulus action. Specifically: first of all, successful trademark should be consistent with the nature of the goods. Secondly, a successful trademark shoul

7、d also pay attention to good head, full of symbolic meaning, make the person produces association. Finally, language should be concise, clear, image, GetWord, easy to remember.2.2 language - English trademark words difference factorsEnglish and Chinese trademark word is brief, readable, easy to reme

8、mber, and consumer interest in and appreciation of the character. However, due to the two languages of English and Chinese and the cultural differences between English and Chinese trademark words, also show a lot of differences, only when the translator is realized between the language and cultural

9、differences, flexible, can make the trademark and trademark words play an equal effectiveness.2.3- English and Chinese cultural differences and cultural factors.Sociologist thinks, trademark is an expression of culture and communication tools, the translation of trademarks is the original language (

10、 Source Language ) trademark translation into the target language ( Target Language ) trademark. In the English translation of trademarks, should fully realize and understand Chinese and English, each country consumer digital, animal, flower color, pattern, preferences and taboo. The trademark trans

11、lation and target language country customs and culture to adapt. Only in this way can the trademark translation will be the target language country welcome.2.4 English and Chinese aesthetic factors of aesthetic differenceIn the oriental culture philosophy, art and literary language is to pay attenti

12、on to the psychological time and space, especially emphasis on logic logic. Therefore, Chinas trademark tradition is the attention to psychological pleasure and aesthetic appreciation, pay attention to ethical education and emotional expression, pay attention to interest high, deep meaning, the purs

13、uit of beautiful words, elegant taste, Shuxiang overflowing, good luck and happiness to you. But in the western culture philosophy, art and literary language of pay attention to is the natural space, especially emphasis space, substance, fact of nature authenticity, this leads to the Western brand c

14、ulture attaches importance to the true nature and sensual pleasure, emphasizes the function and practical value.3 .methods of trademark translation skills3.1transliterationTransliteration is in does not violate the language specification and does not cause error association under the premise, accord

15、ing to its pronunciation, the use of a trademark and voice to word translation method.3.2literal translationLiteral translation is in the process of translation, the word as the basic unit of translation, taking into account contextual constraints, to retain the original trademark meaning and struct

16、ure, reproduction in the form of content and style, to maximize both obtained with the original trademark equal advertising effectiveness, and maintain the original trademark sense of beauty.3.3combined translation transliterationThis method of translation is usually part of a trademark use translit

17、eration according to pronunciation translated, and the other part is added with a special meaning of the corresponding Chinese characters, which makes the whole translation vivid and more in line with local cultural characteristics.3.4other special translation methodPhoto Gallery: not all the Englis

18、h trademark can through transliteration and translation are the perfect Chinese trademark name, so the Business Companies will be based on their own product characteristics and function to create a new brand.Direct: the so-called direct use, is completely preserved English trademarks, does not add o

19、r change for chinese. Such as IBM for International Business Machines is ( International Busine Machines Corp ), but in China, people are usually called IBM, and do not address its full name in chinese.4. (Result) discuss some successful cases of trademark translationThe translation of trade mark re

20、quirement is very high, it requires the translator fully grasp the product nature at the same time, need to write in ornate style, concise language, connotation is rich, Lenovo better. Can say, excellent translation of trademarks can be a single word of gold., a be overwhelmed with admiration for ef

21、fect. The following translation of a trademark case I think is very successful, now this translation skills are discussed and summarized:4.1 Benz ( Mercedes) and BMW ( BMW ):both are world famous automobile brand, although they themselves are meaningless, but its translation Benz but rich in meaning

22、, both expressive and reflects the property of commodity. Benz and Benz in the voice of two is a homonym, so easy to link them together; semantically, also felt the car like a horse, horse galloping is inevitable. And BMW the Chinese translation for BMW, showing the brand automobile distinguished an

23、d fun to drive. Visible, the two in China was very respected car brand translation reflects translators have great originality, become the trademark translation free translation legend.4.2 Coca-Cola ( Coca Cola ): Cocacola, translated as Coca Cola combination. This is not only the continuation of th

24、e Cocacola English pronunciation, but also add the Chinese delicious and happy meaning, rhythm, musical, it will also have a taste of the beverage happy feeling, through the translation of the two different kinds of culture together. In addition, Coca Cola in the sound, meaning two respects to a pro

25、per extent reflects the beverage attributes, it gives people the message that: thirst refreshing, an endless enjoyment. Although Coca Cola relative to the Cocacola and no special significance, but Chinese is sublimation of English, become a trademark in the English-Chinese translation of classic.4.3

26、 Revlon ( Revlon ): the United States makeup brand Revlon is transliterated into Revlon, this word is taken from the Chinese Ancient Poetry: cloud would like to dress flower like spring breeze, a Revlon; if not groups of Yushan head to see, pyoi gyon1. This kind of sound meaning both translation sat

27、isfy both sides, is faithful to the original and does not adhere rigidly to the original, to the Chinese consumers left a beautiful and impressive, and sales increase.5. conclusions:From the above study of brand name trademark translation skills of exposition, theory circle and practice circle on tr

28、ademark translation research awareness and constantly improve and deepen stage by stage, we can on the existing brand name trademark translation skills learning experience, the theory and practice to provide guidance for future foundation. Trademark translation should be good at estimating the consu

29、mer psychology, to fully respect different cultural background and cultural differences, to avoid cultural conflicts, to follow the equivalent translation theory, using the most appropriate translation skills, the right of presentation to the target consumers, in line with consumer psychology, aesth

30、etic taste, so that they would be happy accept.Therefore, in-depth study of grasp and make good use of the trademark translation skills to make world famous brand goods essential to a nation, but also the promotion of culture has far-reaching significance.6. References:1 李貴升. 論商標(biāo)的翻譯J.中國(guó)：中國(guó)科技翻譯，1996.

31、2史寬. 商標(biāo)翻譯中的一種時(shí)髦J.佛山：佛山科技技術(shù)學(xué)院學(xué)報(bào)，1996.3 Crystal,D,1983,The English Language, Penguin. 4郭尚興論商標(biāo)的確立與翻譯商標(biāo)的翻譯原則與技巧中國(guó)科技翻譯，1995(8)：28315 Bolinger,Dwight,1984,Language-The Loaded Weapon,Longman.6 胡開(kāi)寶.商品名稱(chēng)的美學(xué)特征與英語(yǔ)商品名稱(chēng)的翻譯J.中國(guó)翻譯，2000（5）7任榮從語(yǔ)言的經(jīng)濟(jì)價(jià)值角度談?dòng)⑽纳虡?biāo)詞的設(shè)計(jì)原則外語(yǔ)教學(xué)，2002，(5)8 呂和發(fā)全球化與老字號(hào)譯名中國(guó)科技翻譯，2009，(1)生命列車(chē)The Tra

32、in Of Life1. 不久以前，我讀了一本書(shū)。書(shū)中把人生比作一次旅行。2. 人生一世，就好比是一次搭車(chē)旅行，要經(jīng)歷無(wú)數(shù)次上車(chē)、下車(chē); 時(shí)常有事故發(fā)生; 有時(shí)是意外驚喜，有時(shí)卻是刻骨銘心的悲傷 3. 降生人世，我們就坐上了生命列車(chē)。我們以為我們最先見(jiàn)到的那兩個(gè)人-我們的父母，會(huì)在人生旅途中一直陪伴著我們。 4. 很遺憾，事實(shí)并非如此。他們會(huì)在某個(gè)車(chē)站下車(chē)，留下我們，孤獨(dú)無(wú)助。他們的愛(ài)、他們的情、他們不可替代的陪伴，再也無(wú)從尋找。 5. 盡管如此，還會(huì)有其他人上車(chē)。他們當(dāng)中的一些人將對(duì)我們有著特殊的意義。 6. 他們之中有我們的兄弟姐妹, 有我們的親朋好友。我們還將會(huì)體驗(yàn)千古不朽的愛(ài)情故事。7

33、. 坐同一班車(chē)的人當(dāng)中，有的輕松旅行。8. 有的卻帶著深深的悲哀 還有的,在列車(chē)上四處奔忙，隨時(shí)準(zhǔn)備幫助有需要的人 9. 很多人下車(chē)后，其他旅客對(duì)他們的回憶歷久彌新 但是，也有一些人，當(dāng)他們離開(kāi)座位時(shí)，卻沒(méi)有人察覺(jué)。10. 有時(shí)候，對(duì)你來(lái)說(shuō)情深義重的旅伴卻坐到了另一節(jié)車(chē)廂。你只得遠(yuǎn)離他，繼續(xù)你的旅程。11. 當(dāng)然，在旅途中，你也可以搖搖晃晃地穿過(guò)自己的車(chē)廂，去別的車(chē)廂找他 12. 可惜，你再也無(wú)法坐在他身旁，因?yàn)檫@個(gè)位置已經(jīng)讓別人給占了 .13. 沒(méi)關(guān)系。旅途充滿(mǎn)挑戰(zhàn)、夢(mèng)想、希望、離別 就是不能回頭。因此，盡量使旅途愉快吧！14. 善待旅途上遇見(jiàn)的所有旅客，找出人們身上的閃光點(diǎn)。15. 永遠(yuǎn)記

34、住，在某一段旅程中，有人會(huì)猶豫彷徨，因?yàn)槲覀冏约阂矔?huì)猶豫彷徨。16. 我們要理解他人，因?yàn)槲覀冃枰说睦斫狻?7. 生命之謎就是：我們?cè)谑裁吹胤较萝?chē)？坐在身旁的伴侶在什么地方下車(chē)？我們的朋友在什么地方下車(chē)？我們無(wú)從知曉 18. 我時(shí)常這樣想：到我該下車(chē)的時(shí)候，我會(huì)留戀嗎？我想我還是會(huì)的。和我的朋友分離，我會(huì)痛苦。讓我的孩子孤獨(dú)地前行，我會(huì)悲傷。 我執(zhí)著地希望在我們大家都要到達(dá)的那個(gè)終點(diǎn)站，我們還會(huì)相聚 19. 我的孩子們上車(chē)時(shí)沒(méi)有什么行李，如果我能在他們的行囊中留下美好的回憶，我會(huì)感到幸福。20. 我下車(chē)后，和我同行的旅客都還能記得我，想念我，我將感到快慰。21. 獻(xiàn)給你, 我生命列車(chē)上的同

35、行者, 祝您旅途愉快!1. Not long ago, I read a book, in which a mans life was compared to a journey.2. The life of a man is just like a hitchhiking，during which many times we go up and down. Now and then things will happen accidently, some of which are to be unexpected excitement，while some heart-breaking sor

36、rows. 3. When first embraced the world，we are already on the train of life. We take it for granted that the first two persons, our parents, whom we are encountered with, will accompany us all the way.4. Sadly，things do not go on as we thought.Our parents will get off the train at a certain station，l

37、eaving us, bereft and helpless.Their love and emotion to us and their irreplaceable company can be found in nowhere.5. However，there will be somebody else who will get on the train. Some of them will have special meaning to us.6. Some of them may be our siblings , relatives and friends, and we will

38、also expereince the imperishable love.7. Some of our travelling companions are quite light-hearted on the way.8. While some may bear immense sorrow.Still some ,back and forth, are ready to hold out their hands for others who need help.9. Some people alight off the train, yet they are still kept in t

39、he mind of the other passengers for long;some, to the opposite, leave their seats without being noticed.10. Sometimes, the one,who is dear to your heart, has huddled into another carriage. Nothing but one you can do is just to keep on going, far away from him.11. Of course, during the journey, you may stagger to anoth