經(jīng)貿(mào)翻譯與實(shí)踐-10-商標(biāo)翻譯教學(xué)課件

經(jīng)貿(mào)翻譯與實(shí)踐-10商標(biāo)翻譯1、合法而穩(wěn)定的權(quán)力在使用得當(dāng)時(shí)很少遇到抵抗。——塞·約翰遜2、權(quán)力會(huì)使人漸漸失去溫厚善良的美德。——伯克3、最大限度地行使權(quán)力總是令人反感；權(quán)力不易確定之處始終存在著危險(xiǎn)?！ぜs翰遜4、權(quán)力會(huì)奴化一切?！髻?、雖然權(quán)力是一頭固執(zhí)的熊，可是金子可以拉著它的鼻子走?！勘冉?jīng)貿(mào)翻譯與實(shí)踐-10商標(biāo)翻譯經(jīng)貿(mào)翻譯與實(shí)踐-10商標(biāo)翻譯1、合法而穩(wěn)定的權(quán)力在使用得當(dāng)時(shí)很少遇到抵抗。——塞·約翰遜2、權(quán)力會(huì)使人漸漸失去溫厚善良的美德?！?、最大限度地行使權(quán)力總是令人反感；權(quán)力不易確定之處始終存在著危險(xiǎn)?！ぜs翰遜4、權(quán)力會(huì)奴化一切。——塔西佗5、雖然權(quán)力是一頭固執(zhí)的熊，可是金子可以拉著它的鼻子走。——莎士比經(jīng)貿(mào)翻譯與實(shí)踐第十講：商標(biāo)的翻譯

俞利軍I.TrademarksDefinition1.Itisthesignormarkonacommodityorthepackage.2.Itisusedtodistinguishagoodfromsimilarcommodities.3.Thecomponentsarecharacters,patternsorthecombinationofthetwo.

I.TrademarksOriginsofTrademarks1.Commonnouns1)Descriptiveofthefunction,rawmaterials,qualityofthecommodity2)Suggestiveofcommodityinformationbywayofsomesymbol

3)Irrelevanttothedistinctiveaspectsofthecommodity,butofferingafeelingorcreatinganatmosphereforcustomerstobuildupconnectionbetweenthetrademarkandthecommodity

I.TrademarksOriginsofTrademarks2.Propernouns:includingnamesofpersons,placesororganizationsEnglishtrademarksmoreoftenresorttonamesofpersons:Eg.Goodyear(aftertheinventorofrubbertire,CharlesGoodyear.

)

Chinesetrademarksmoreoftenresorttonamesofplaces:Eg.YangZi(揚(yáng)子)refrigerators

I.TrademarksOriginsofTrademarks3.Inventedwords:helpingbrandnamestobedistinctiveandappealing.

Beingideographic,Chineseisallowedmuchlesspossibilityofcoinedwordsfortrademarks,butcreationworksaswellwhenbrandnamesaretranslatedintoEnglish.

Eg.Youngor(inventedonthebasisofyounger

)

I.TrademarksMotivationsofinventedtrademarks1)

Soundsymbolism

Eg.“Marlboro”,withthefirstvowel[a:]strongandsuggestiveoflargeappealstomencustomers;“Skitties

”,withtwo[i]inthenamegreatlyenhancingthesweets'beingsmallandcrisp,attractschildren.

“斯，詩，麗，莉，琪，碧…”arefrequentlyemployedintranslatingforeigntrademarksforwomen'sproduct.I.TrademarksMotivationsofinventedtrademarks2)

Rhetoricalfigures:recruitedtointensifytrademarks'beautyinsound

Eg.PifPaf(mosquitoliquid):

onomatopoeiaMaxam:palindrome(回文),enjoyingbrevityandstrongvisualimpact,andresultingsupermemorabilityandfavorablemeaningsimilartomaxim.

I.TrademarksMotivationsofinventedtrademarks3)Sexualdifference：SomesuffixesarederivedfromfemininesuffixesinLatin,French,etc.toshowfemalecharm,suchas-afromLatin，-elefromFrenchand-enne，-que，-ss,etc.

Eg.Clinque[i]：soundsymbol-que:femininesuffixI.TrademarksMotivationsofinventedtrademarks4)Humanpsychologyandgraphicfeatures

Atrademarkispreferablewhenitincludesanimpressiveimage.

Eg.RolexorTimex:withtheallomorph-ex，stirupresponsesinhumanbrainthattheproductisaccurateandsuperior.

I.TrademarksFeaturesoftrademarks1)differentialfeature

Expectedtocreatedissimilaritiesamongcommodities,trademark'sbeingbriefandoriginalishighlyemphasized.I.TrademarksFeaturesoftrademarks3)LegitimatefeatureWhendoingtranslationoftrademarks,bearinginmindthatnooneisentitled,whetherconsciouslyorunconsciously,tousethesametrademarkorimitatetheonethathasalreadybeengivenlegalprotection.

II.TrademarkTranslationSignificanceofTrademarkTranslationProductpublicityisanimportantmeansofinternationaleconomiccompetition.

Successfultranslationoftrademarkscouldyieldsignificanteconomicbenefits,whilepoortranslationmightnotonlycauseseriouseconomiclossestoamarketeroracountrybutalsodirectlyaffecttheirimages.

II.TrademarkTranslationTheGoalofTrademarkTranslationBrandnametranslationistocreatedesirablenamesforpublicizingtheirproducts,andatthesametimetheyshouldbeacceptedandappreciatedbytargetconsumers.

I.TrademarksFeaturesoftrademarks2)Culturalfeature

Well-meantandelegantwordsarefavoredforChinesetrademarksWesterntrademarksareallowedwordsinamuchwiderrange.WhentranslatingforeigntrademarksintoChinese,acceptanceoftheChineseconsumersneedtobeseriouslyconsidered.

II.TrademarkTranslation

ThePrinciplesofTrademarkTranslationIntrademarktranslation,

it’scrucialfor

receptors(customers)tounderstandandappreciatethetranslatedtext.

Trademarktranslationshouldalwaysconformtothehabitualuseoftargetlanguage,aswellasculturalandaestheticpsychologyofcustomersinthetargetmarket.

II.TrademarkTranslation

StrategiesofTrademarkTranslation

1.Trademarktranslationneedtobeculture-orientedTrademarksareculture-loadedwordsusedintheprocessofcommercialoperation,over-emphasisonfaithfulnessintrademarktranslationoftenresultsinawkwardnessorevencommunicationfailure.

Trademarktranslationisacross-culturalcommunication,whichinvolvesthestudyoflanguages,regionalcultures,consumers’mentalityandaestheticappreciation.

II.TrademarkTranslationStrategiesofTrademarkTranslation1.Trademarktranslationneedtobeculture-oriented

Eg.“narcissus”usedastrademarknameasthesymbolofhappinessinAsia.oftenrelatedwithnarcissism,narcissisticandself-loveinEngland

II.TrademarkTranslationStrategiesofTrademarkTranslation2.TrademarktranslationneedtoaddressdifferentthinkingmodelandsocialpsychologybetweentheChineseandtheEnglish,usingcommendatorytermsbasedonconsumerpsychologicalneeds.Eg.Giant(bicycle):捷安特

(TheChinesenamewellsatisfiesChinesepeople’spreferenceforwordsofgoodluck.)

II.TrademarkTranslationStrategiesofTrademarkTranslation3.Trademarktranslationneedtoresorttobriefphrasingandplainwording.

Eg.

報(bào)春花:SpringFlower(insteadofCallingSpringFlower)

紅梅:PlumBlossom

(insteadofRedPlumBlossom)

II.TrademarkTranslationStrategiesofTrademarkTranslation4.Trademarktranslationneedtocorrectlyinformconsumersbypropermarketpositioning

.

Eg.

Coldrex:咳立治(insteadof“可立治”,whichimpliesnothingaboutthefunctionofthemedicine)

Milo:麥露

(insteadof“美祿

”,clearlyindicatingtheingredientsandspecialpropertiesoftheproductasabeverage

)

II.TrademarkTranslationStrategiesofTrademarkTranslation5.Trademarktranslationneedtoresorttobriefandimpressiveversionforvividanddistinctimage.

Eg.Greyhound:灰狗

(agrayswiftlyrunningdogasaloyalfriendofmankind,wellpresentingthereliableimageofthebuscorporation)II.TrademarkTranslationTechniquesofTrademarkTranslation1.LiteralTranslationWhenbothdenotativeandconnotativemeaningsofbrandnameswillnotleadtomisreadingWhentranslatingthosetrademarkswithbeautifulimplicationandpleasantimagesThefollowingtrademarksimplythespecialfeaturesoftheproductandperformafunctionofsalespromotion.II.TrademarkTranslationTechniquesofTrademarkTranslation1.LiteralTranslationEg.Miracle(perfume):奇跡(香水)

BlueRibbon(beer):藍(lán)帶(啤酒)

GoldenCup(金杯)鉆石(手表):Diamond(watches)月季：ChineseRose梅花：PlumBlossom,II.TrademarkTranslationTechniquesofTrademarkTranslation2.TransliterationWhentacklingthetrademarksoriginatedfrompropernounsorinventedwordsWhenthebrandnamefeaturessimilarityinpronunciation,andthephonicaestheticfeeling,exotictasteandthegenuinenessareexpectedtobepreserveddesirably.II.TrademarkTranslationTechniquesofTrademarkTranslation2.TransliterationE-CEg.Hennessy(France-madewine):軒尼詩

Olympus(cameras):奧林巴斯(照相機(jī))

Cartier(watches):卡蒂亞(手表)

II.TrademarkTranslation2.TransliterationTheinfluenceofCantoneseonE-Ctransliteration

HongKongistheplacewherecommoditiesareturnedover,thussometimestrademarksaretranslatedbyHongKongpeoplefirstandthenspreadtothemainlandviaGuangdong.Eg.MildSeven(cigarettes):萬事發(fā)(香煙)Dunhill(men'sclothing):登喜路(男裝)II.TrademarkTranslation2.TransliterationTheinfluenceofChineseonE-Ctransliteration

ManyChinesetrademarksconsistofjusttwocharacters,whileEnglishtrademarksvarygreatlyinlength,sometimeshavingasmanyasfivesyllables.

Eg.McDonald‘s:麥當(dāng)勞(而不是“麥克唐納德”).

II.TrademarkTranslation2.TransliterationC-E

Eg.香格里拉(酒店):

Shangri-la(hotel)

敦煌(茶具)：TunHuang(teasets)

II.TrademarkTranslationTechniquesofTrademarkTranslation2.TransliterationC-E

SometimesChinesebrandnamesaretranslatedaccordingtothealphabeticsysteminventedbyThomasWade:Eg.KweichowMoutai(貴州茅臺(tái))ChuyehChiew(竹葉靑酒)

Tsingtaobeer(靑島啤酒)

II.TrademarkTranslation2.TransliterationE-CThebiggestproblemwithtransliterationisitselusivenesstoreceptors(customers),failingtoconveyanymeaning.Thuspreferablythetransformationinvolvesthetransmissionofmeaning,informationandcontent.Eg.Goodyear(tires):固特異(betterreceivedthan“古德異爾”)

II.TrademarkTranslationTechniquesofTrademarkTranslation3.LiteralTranslationplusTransliteration

WhentheEnglishtermiscapableofexpressingthesamemeaningaswhattheChineseversionmeanswithsimilarpronunciation.Eg.Barbie:芭比娃娃

Olay:玉蘭油

II.TrademarkTranslationTechniquesofTrademarkTranslation4.HomophoneTranslation

Whenthesemanticandphoneticfeaturesofthebrandnamearerequiredtotakeintoconsiderationsimultaneously.

Eg.非?？蓸?FutureCola

Lancome:蘭寇

Avon:雅芳(namedaftertheriverinShakespeare'shometownandistranslatedinto“elegantflowers”ratherthanmorephoneticallyloyal“埃文”)

II.TrademarkTranslationTechniquesofTrademarkTranslation5.RecreativeTranslationThereis,inprinciple,there-creativetranslationthatmightbeconsideredappropriateforpublicityandpropaganda,sincethesituationismoreimportantthanthelanguage.--PeterNewmark

II.TrademarkTranslation5.RecreativeTranslationE-CEg.Hismanal(ananti-allergydrug):息斯敏Dakmane(asleepingpill):帶爾眠Tyvek:特衛(wèi)強(qiáng)(TeVeiQiang),replacingoriginal“泰維克”andreflectingfully,withtheword“強(qiáng)”(strong)theintensityandtoughnessofthewallpaper.II.TrademarkTranslation5.RecreativeTranslationC-EEg.

1)Affixation

明目(aneye-protector):Viser(clearspellingandfavorablesuggestion,combining