畢業(yè)論文-翻譯者在商標(biāo)翻譯中的創(chuàng)造性

畢業(yè)論文-翻譯者在商標(biāo)翻譯中的創(chuàng)造性廣東外語(yǔ)外貿(mào)大學(xué)商務(wù)英語(yǔ)本科畢業(yè)論文論文題目Translator’screativityintrademarktranslation論文題目論翻譯者在商標(biāo)翻譯中的創(chuàng)造性作者：院系：xx學(xué)院專業(yè)：商務(wù)英語(yǔ)準(zhǔn)考證號(hào)：xxxxxxx指導(dǎo)老師：xxxx日期：2009年10月28日Translator’screativityintrademarktranslationAbstract：Withtheprincipleonwhichatrademarkistranslatedsorigidlyforlong,variousproblemswerefoundinthepracticeoftrademarktranslation,duringwhichthedefectivetranslationwasdoneindefaultofcreativity.Focusingontranslator'slackofcreativityandvariousproblemsthuscaused,thereasonsofthelackarediscussedwithastrategyproposedtocompensateforthedefectivetrademarktranslationintheperspectivesofculture,methodologyandacceptabilitywiththeintentionofgettingridoftheconventionaldisadvantagesoftrademarktranslation,risingabovetheculturalbarrierandintegratingdifferentconsumers'culturalanticipationwiththeirstrongimpressiontoimprovethequalityoftrademarktranslation.Keywords：trademarktranslation；translator'screativity；CultureThepurposeofresearch:Gettingridoftheconventionaldisadvantagesoftrademarktranslation;risingabovetheculturalbarrierandintegratingdifferentconsumers'culturalanticipationwiththeirstrongimpressiontoimprovethequalityoftrademarktranslation摘要：長(zhǎng)期以來(lái)對(duì)許多商標(biāo)翻譯原則的僵化理解,引發(fā)了商標(biāo)翻譯實(shí)踐中的諸多問(wèn)題。商標(biāo)翻譯中譯者創(chuàng)造性的缺失就是其中一個(gè)重要的缺陷。以譯者創(chuàng)造性為切入點(diǎn),著重分析了商標(biāo)翻譯中譯者創(chuàng)造性缺失的原因和由此帶來(lái)的種種問(wèn)題；在此基礎(chǔ)上,嘗試著從文化視角、方法視角和接受視角三個(gè)方面提出了補(bǔ)償策略,進(jìn)而抑制傳統(tǒng)商標(biāo)翻譯的缺陷、超越文化干擾和融合不同文化消費(fèi)者的心理,以達(dá)到提高商標(biāo)翻譯質(zhì)量的目的。關(guān)鍵詞：商標(biāo)翻譯；譯者創(chuàng)造性；文化

ContentIntroduction…………3Thereasonwhytranslatorislackofcreativityandthedefaultwhichcaused………………..3Thestrategiesofcreativityusedintrademarktranslation………………..…………7Conclusion…………..10Reference……………..11

translationasaflexibilityrestrictedtothestudyoflanguage;asanactivitywhichisagainstwill,anddonotconsiderfromtheculture,thementalandacceptingidea.Weallknowthattranslationisacreativeprocessonearth,andcreativityisalwaysnecessary.ThatwaswhatMr,QianZhongshusaidtoLinYuwhenheappreciateLinYu'stranslationmanagement:"itoftenhappensthatatranslatorcanusethetargetlanguagemorefluentlythanthewriterusehissourcelanguageintranslationhistory."2.2Thetrademarktranslationdefectcausedbytranslator’slackofcreativity.1)Overlookingtheculturedifference.Itisanindisputablefactthattherearemanydifferencesbetweentheeasternandwesternculture.Andthedifferenceswillinevitablyleadtoobstaclesincross-culturalcommunication.Whicharemostlyreflectedintrademark'stranslation.Butinourpracticaltrademarktranslation,wedon'tpayenoughattentiononculturaldifferences.Forinstance,ourfamousbikebrand飛isaverysuccessfultrademarkbecausetheword"飛"meansitsmagnificentfunctionand“鴿”expressesthegoodwillofpeace.Butunfortunately,itwastranslatedas“FlyingPigeon”.Therearetwowordstodescribe"鴿":“pigeon”and“dove”?！皃igeon”wasfedforeating;only''Dove"canbeusedasasignofpace.SotheEnglishspeakersfeelweirdofthenameas“pigeon”isakindofthickandsmallbird.Obviouslythisisabadtrademarktranslationandmayaffectthemarketing.

2)Ignoringthepublicpsychology

Trademarkisanimportantadvertisementtoconsumer,soitnotobeythesocialandculturalhabitsandapplytocustomers'aestheticappreciation,butplaygreatroleinaffectinganddevelopingthepsychologyofsocialcultureandaestheticappreciation.Theaestheticpsychologyisacomprehensiveculturalawarenesswhichinvolvespoliticalideas,ReligiousConcept,lifestyle,manners,custom,andsoon.Trademarkasanadvertising,weneedapplytothecustomers'aestheticappreciationinitstranslation.Forexample,theshoweringsoap"蜜蜂"wasoncetranslatedasBees,whichlooksratherequal,butitwasnotpopularinEnglishcustomerssincethereweremanyinvisiblefurs,whichcangivecustomerssomeuncomfortablefeeling.Sothetranslationisafailuresinceitignoresthepublicpsychology.Besides,manywesternpeoplearefrank,sowearetrytouselessimplicitlyorcontrastingwordsandexpressionsintrademarktranslation.3）Misunderstandingtheessenceoftrademark

Atrademarkisasymbolofanenterprise,thesellingisnotonlyrelatedtothequalitybutalsorelatedtoitsbrandname.Anatural,elegantandcharacteristicbrandnamecangiveadeepimpressiontocustomersandstimulatepeople'sdesiretobuythegoods.Fromtheessenceoftrademark,wecanexpressmanycontents:someexpressthewishesfromtheenterprises,suchasYoungor,whichlookslikeYounger,sowastranslatedto“雅戈?duì)枴眛owishcustomersmoreelegantandyounger.SomeprefertodescribethecharactersofthegoodssuchasNestle,whichwastranslatedas雀巢,itmeanssleepwellandcomfort,andcaneasilymakeustorecallapictureofbaby,motherandthebabymilkpowder.Whilerightnowmanytrademarktranslationsignoretheseadvantagesandonlytaketrademarkasasymbol,itistotallyamess.4)LosingthemeaningoftrademarkBesidesthefunctionsmentionedabove,atrademarkcanbeusedtoexpressmoreabundantmeaning.Forinstance,ourcompaniesandenterprisesattachgreatimportancetotheChinesetrademarksandgeneratealargequantityofbrandnameswhicharemeaningfulandpopular.Butmanyenterprisesignoredtheimportanceofthetranslationofthetrademarks;someofthemonlysimplytranslatewithPinyin.Theydon'trealizethatPinyinisjustasymbolwithoutanyinformationtransferredforforeigners.weallknowthefamousair-conditionernamed"春蘭",whichcaneasilymakeusimaginethebeautifulscenewithbrightsunshineandeverythingturnsgreenwhenthespringiscoming.Butitwaswronglytranslatedas“ChunLan”thatlostthemeaningandtheessenceofthetrademark.3.Thestrategiesofcreativityusedintrademarktranslation3.1.Translator’sthoughtofcreativityintheculturalview1)FocusingonculturedifferenceItisfullyreflectedintrademarktranslationthattheculturaldifferencesresultinobstacles.Thecontentofthetrademarktranslationisquiteshort,butitsmeaningandinformationisrich;toembodyatrademark'scharacteristicsweneedtakecareofthefollowingdetailsintrademark'stranslation:theSemanticnuances,theemotionalmeaningofthewords,andtheoverallmeaning.Withoutanydetailitcanomitimportantinformationorresultinambiguity.Andallthedetailsarebasedonthefullattentionandunderstandingoftheculturaldifferencesbetweenthetargetlanguageandtheoriginallanguage.Anyomissionormisunderstandingmayaffectthemarketingandtheimageotheenterprises.Theculturaldifferencesareusuallycausedbythebelowreasons:differentculturalvalue;differentculturalpsychologyandverseculturalAtmospherecausedbyhistory,customsandvalue.2)Consideringtheobjectculturalconvention,andavoidingculturalinterference.Throughtheaboveanalysiswecanfindthattherearemanydifferencesbetweenthetwokindsofcultureindeed,sohowcanweavoidorsurpassthedifferences?Generallywecandoasbelow:①u(mài)singtheculturaltransfersmartlyandnotimposeonanyoriginalculturejudges.②fullyunderstandingthemeaningsofthewordsusedandavoidanyVulgarandinelegance.Toachievethisgoal,weneedtotallycomprehendthemeaningofwordsandavoidambiguity.③attachinggreatattentiontosomespecialexpressionsandpoliticalreservations④usingemotionalwordscaustically.Therearethreekindsofwordtoexpresspraise,dislikeandneutralinanylanguage.Soinsometranslationweneedusetheemotionalwordscausticallyandusetheneutralwordsorexpressionsmoretoavoidanymisunderstanding.⑤choosingPinyincaustically:Sinceitisjustasymbolforforeigners,weneedselecttousetoavoidthelostofatrademark'sessenceandinformationtransfer.ButifthetrademarkwetranslatedwithPinyinisaveryfamousplaceorbuildingsuchasChangcheng,wecankeepit.3.2.Translator’sthoughtofcreativityinviewofmethod.Eversincethebeginning,themethodsusedintrademarktranslationhavebeenfocusedon.Generallyweusethefollowing:

1)Imaginarymethod.Consideringthemeaningandcharacterofthegoodsandthepublicpsychology,usingenoughimagineintranslatingprocesscanleadtomucheffect.LikeRejoicewhichmeans“欣喜”areveryordinary,butwhenitenteredchinamarket,theP&Gtranslateditas“飄柔”.Itwasacceptabletothepublicandextremelydescribedthecharacteristics.

2)Fabricationmethod.Thatis,whencanfindnothinginthetrademarkbetweenthetwolanguagesyoucanusefabrication.Justlike“美加凈”wastransferredasMaxam。

3)Similarpronunciationwithdifferentmeaning.Mainlyusedwhenthewordsarematchedwithpronunciationandmeaning.Forexample,oursportsbrand“匹克”wastransferredasPeak,whichhadthesimilarpronunciationinbothChineseandEnglish;andthespiritsaretotallymatched.

4)Increasingordecreasingletters.Therearemanyexamplesforit:thehairshampooHead&Shoulderswastranslatedas“海倫仙度絲”firstly,butlaterwastranslatedas“海飛絲”whichexactlydescribedthebeautyofthehair.AndCrestwastranslatedas“佳潔士”,theincreasedtwowordsperfectlyadvertisedforthebrand.SincethisourChinesebrandneedtolearnandpracticeinourtrademarktranslation.Suchas海信wastranslatedas“HISENSE”fromhighsense(高度靈敏)isagoodexample.3.3Translator’sthoughtofcreativityinviewofacceptancetheory

wealwaystakethewriter,theoriginalscriptsandthetranslatorsasthecenterwhileignoretheacceptorsintranslations.Itissaidthattranslationisaninformationtransferringproceed.Andwithintheprocesswearealwaystryingtofindabalancebetweenthecreationandtheequivalent.Onlybasedontheoriginalscriptsaddingthecreationcanmakethetranslationgood.Thatisalsosuitableintrademarktranslation:onlytransferringtheinformationtocustomersandacceptedbythemisasuccess.1).TheinspirationfortranslationresearchbasedonAcceptancetheoryFirst,paysomeattentionfromtheresearchoftheoriginalworkandthetranslatedscripttotheacceptors.NidaonceadvancesFOCUSINTRANSLATION,whichaskedthetranslatorstothinkmoreabouttheacceptors.Secondly,theacceptancetheoriesnotonlyenhancethetranslator'ssubjectiveconsciousness,butalsoprovideanessentialtheorybasistocreativity.2)ExactlygraspthedemandofreceiversinbasisofacceptancetheoryIntheprocessofseekingnewknowledge,eachacceptorismoreorlessinfluencedbytheknowledge,habitsandculturalbackgroundhealreadyhadwhenheorienthisdirectionsofnewknowledge.Andthenmakehisexpectations.Sothebasistoadvocateacceptancetheoryistounderstandtheacceptorswell.Tofinishanexcellenttranslation,itisevenmoreimportanttomastertwokindsofculturethanmasteringtwolanguages.Becausewordsandexpressionsonlymakesenseinthespecialculture.Forexample,theBritishdislikeelephants,whilepeopleinThailandloveelephantmost.TheItalianandSpanishloverosebutdislikechrysanthemum.OurChineselovelotusflowerandthinkitispureandelegant,whiletheJapanesedislikeit.Fromthesewecanlearnthatifwedon'tgraspthedemandofthereceivers,itishardforthemtoacceptthetranslationandthenacceptthebrand.3)TranslationstrategiesintheguidanceofacceptancetheoryFirstofall,weneedconsiderfromdifferentviews.ThatiswhatwesaidAIDMA:attention、interest、desire、memory、action.Second,weneedinsistonDynamicEquivalencetofindtheessence.Last,trytomergethereceivers'expectations,getaccustomedtotheacceptorsandthenacceptedbythem.Agoodtrademarkisanimagetostimulatethecustomers'desiretobuy,sothetrademarkisaccepted,thegoodsaremorelikelytobeaccepted.4.Conclusion:Theresearchoftrademarkt