商务英语本科毕业论文翻译者在商标翻译中的创造性.doc

商务英语本科毕业论文论文题目Translators creativity in trademark translation 论文题目 论翻译者在商标翻译中的创造性作者： 院系： xx学院专业： 商务英语准考证号：xxxxxxx指导老师：xxxx日期：2009年10月28日Translators creativity in trademark translationAbstract：With the principle on which a trademark is translated so rigidly for long, various problems were found in the practice of trademark translation, during which the defective translation was done in default of creativity. Focusing on translator's lack of creativity and various problems thus caused, the reasons of the lack are discussed with a strategy proposed to compensate for the defective trademark translation in the perspectives of culture, methodology and acceptability with the intention of getting rid of the conventional disadvantages of trademark translation, rising above the cultural barrier and integrating different consumers' cultural anticipation with their strong impression to improve the quality of trademark translation.Key words：trademark translation；translator's creativity；Culture The purpose of research: Getting rid of the conventional disadvantages of trademark translation; rising above the cultural barrier and integrating different consumers' cultural anticipation with their strong impression to improve the quality of trademark translation摘要：长期以来对许多商标翻译原则的僵化理解,引发了商标翻译实践中的诸多问题。商标翻译中译者创造性的缺失就是其中一个重要的缺陷。以译者创造性为切入点,着重分析了商标翻译中译者创造性缺失的原因和由此带来的种种问题；在此基础上,尝试着从文化视角、方法视角和接受视角三个方面提出了补偿策略,进而抑制传统商标翻译的缺陷、超越文化干扰和融合不同文化消费者的心理,以达到提高商标翻译质量的目的。关键词：商标翻译；译者创造性；文化Content1. Introduction32. The reason why translator is lack of creativity and the default which caused.33. The strategies of creativity used in trademark translation .74. Conclusion.10Reference.11Translators creativity in the trademark translation1.Introduction：Translation is a way of transferring information, is a process of using target language to express source language exactly and completely. As a competitive symbol, trademark has much higher requirements in its translation: there are many factors need to be considered in the translation such as equvilence, being royal of the source language. Besides, creativity, cultural habits, the characters of the trademark, the public psychology, and the deep meaning of the trademark are also need to be taken into consideration. So we can obtain a beautiful and meaningful trademark, which can be accepted by customers and can suit cultural customs and habits.2. The reason why translator is lack of creativity and the defaults which caused2.1 The translators knowledge bias of creativity.In the translation process of trademark, most people more focus on the equivalent and ignore the creativity. The root reason why this happen is the knowledge bias of creativity. Firstly, many people consider translation as an imitation: the translation must rely on the original work and omit creation. So they mostly focus on the equivalentwithout understanding it well, only simply put creativity into the opposition of equivalent, and cannot practise dynamic equivalence which Nida, advanced. Secondly, even the translators who create sometimes are passively used. Although many translators commit translation is an activity of recreation, they only consider translation as a flexibility restricted to the study of language; as an activity which is against will, and do not consider from the culture, the mental and accepting idea. We all know that translation is a creative process on earth, and creativity is always necessary. That was what Mr, Qian Zhongshu said to Lin Yu when he appreciate Lin Yu's translation management: "it often happens that a translator can use the target language more fluently than the writer use his source language in translation history."2.2 The trademark translation defect caused by translators lack of creativity. 1) Overlooking the culture difference.It is an indisputable fact thatthere are many differences between the eastern and western culture. And the differences will inevitably lead to obstacles in cross-cultural communication. Which are mostly reflected in trademark's translation. But in our practical trademark translation, we don't pay enough attention on cultural differences. For instance, our famous bike brand 飞 is a very successful trademark because the word"飞" means its magnificent function and “鸽” expresses the good will of peace. But unfortunately, it was translated as “Flying Pigeon”. There are two words to describe "鸽":“pigeon”and “dove”。“pigeon”was fed for eating; only ''Dove" can be used as a sign of pace. So the English speakers feel weird of the name as “pigeon” is a kind of thick and small bird. Obviously this is a bad trademark translation and may affect the marketing. 2) Ignoring the public psychology Trademark is an important advertisement to consumer, so it not obey the social and cultural habits and apply to customers' aesthetic appreciation, but play great role in affecting and developing the psychology of social culture and aesthetic appreciation. The aesthetic psychology is a comprehensive cultural awareness which involves political ideas, Religious Concept, life style, manners, custom, and so on. Trademark as an advertising, we need apply to the customers' aesthetic appreciation in its translation. For example, the showering soap"蜜蜂"was once translated as Bees, which looks rather equal, but it was not popular in English customers since there were many invisible furs, which can give customers some uncomfortable feeling. So the translation is a failure since it ignores the public psychology. Besides, many western people are frank, so we are try to use less implicitly or contrasting words and expressions in trademark translation. 3）Misunderstanding the essence of trademark A trademark is a symbol of an enterprise, the selling is not only related to the quality but also related to its brand name. A natural, elegant and characteristic brand name can give a deep impression to customers and stimulate people's desire to buy the goods.From the essence of trademark, we can express many contents: some express the wishes from the enterprises, such as Youngor, which looks like Younger, so was translated to “雅戈尔” to wish customers more elegant and younger. Some prefer to describe the characters of the goods such as Nestle, which was translated as 雀巢, it means sleep well and comfort, and can easily make us to recall a picture of baby, mother and the baby milk powder. While right now many trademark translations ignore these advantages and only take trademark as a symbol, it is totally a mess.4) Losing the meaning of trademarkBesides the functions mentioned above, a trademark can be used to express more abundant meaning. For instance, our companies and enterprises attach great importance to the Chinese trademarks and generate a large quantity of brand names which are meaningful and popular. But many enterprises ignored the importance of the translation of the trademarks; some of them only simply translate with Pinyin. They don't realize that Pinyin is just a symbol without any information transferred for foreigners. we all know the famous air-conditioner named"春兰", which can easily make us imagine the beautiful scene with bright sunshine and everything turns green when the spring is coming. But it was wrongly translated as “ChunLan” that lost the meaning and the essence of the trademark. 3. The strategies of creativity used in trademark translation3.1. Translators thought of creativity in the cultural view1) Focusing on culture differenceIt is fully reflected in trademark translation that the cultural differences result in obstacles. The content of the trademark translation is quite short, but its meaning and information is rich; to embody a trademark's characteristics we need take care of the following details in trademark's translation: the Semantic nuances, the emotional meaning of the words, and the overall meaning. Without any detail it can omit important information or result in ambiguity. And all the details are based on the full attention and understanding of the cultural differences between the target language and the original language. Any omission or misunderstanding may affect the marketing and the image o the enterprises. The cultural differences are usually caused by the below reasons: different cultural value; different cultural psychology and verse cultural Atmosphere caused by history, customs and value.2) Considering the object cultural convention, and avoiding cultural interference.Through the above analysis we can find that there are many differences between the two kinds of culture indeed, so how can we avoid or surpass the differences? Generally we can do as below:using the cultural transfer smartly and not impose on any original culture judges. fully understanding the meanings of the words used and avoid any Vulgar and inelegance. To achieve this goal, we need totally comprehend the meaning of words and avoid ambiguity.attaching great attention to some special expressions and political reservationsusing emotional words caustically. There are three kinds of word to express praise, dislike and neutral in any language. So in some translation we need use the emotional words caustically and use the neutral words or expressions more to avoid any misunderstanding.choosing Pinyin caustically: Since it is just a symbol for foreigners, we need select to use to avoid the lost of a trademark's essence and information transfer. But if the trademark we translated with Pinyin is a very famous place or building such as Changcheng, we can keep it.3.2. Translators thought of creativity in view of method.Ever since the beginning, the methods used in trademark translation have been focused on. Generally we use the following:1) Imaginary method. Considering the meaning and character of the goods and the public psychology, using enough imagine in translating process can lead to much effect. Like Rejoice which means “欣喜” are very ordinary, but when it entered china market, the P&G translated it as “飘柔”. It was acceptable to the public and extremely described the characteristics. 2) Fabrication method. That is, when can find nothing in the trademark between the two languages you can use fabrication. Just like “美加净”was transferred as Maxam。3) Similar pronunciation with different meaning. Mainly used when the words are matched with pronunciation and meaning. For example, our sports brand “匹克” was transferred as Peak, which had the similar pronunciation in both Chinese and English; and the spirits are totally matched.4) Increasing or decreasing letters. There are many examples for it: the hair shampoo Head & Shoulders was translated as “海伦仙度丝”firstly, but later was translated as “海飞丝” which exactly described the beauty of the hair. And Crest was translated as “佳洁士”, the increased two words perfectly advertised for the brand. Since this our Chinese brand need to learn and practice in our trademark translation. Such as 海信 was translated as “HISENSE” from high sense(高度灵敏) is a good example.3.3 Translators thought of creativity in view of acceptance theorywe always take the writer, the original scripts and the translators as the center while ignore the acceptors in translations. It is said that translation is an information transferring proceed. And within the process we are always trying to find a balance between the creation and the equivalent. Only based on the original scripts adding the creation can make the translation good. That is also suitable in trademark translation: only transferring the information to customers and accepted by them is a success.1). The inspiration for translation research based on Acceptance theory待添加的隐藏文字内容2First, pay some attention from the research of the original work and the translated script to the acceptors. Nida once advances FOCUS IN TRANSLATION, which asked the translators to think more about the acceptors. Secondly, the acceptance theories not only enhance the translator's subjective consciousness, but also provide an essential theory basis to creativity. 2) Exactly grasp the demand of receivers in basis of acceptance theoryIn the process of seeking new knowledge, each acceptor is more or less influenced by the knowledge, habits and cultural background he already had when he orient his directions of new knowledge. And then make his expectations. So the basis to advocate acceptance theory is to understand the acceptors well. To finish an excellent translation, it is even more important to master two kinds of culture than mastering two languages. Because words and expressions only make sense in the special culture. For example, the British dislike elephants, while people in Thailand love elephant most. The Italian and Spanish love rose but dislike chrysanthemum. Our Chinese love lotus flower and think it is pure and elegant, while the Japanese dislike it. From these we can learn that if we don't grasp the demand of the receivers, it is hard for themto accept the translation and then accept the brand.3) Translation strategies in the guidance of acceptance theoryFirst of all, we need consider from different views. That is what we said AIDMA: attention、interest、desire、memory、action. Second, we need insist on Dynamic Equivalence to find the essence. Last, try to merge the receivers' expectations, get accustomed to the acceptors and then accepted by them. A good trademark is an image to stimulate the customers' desire to buy, so the trademark is accepted, the goods are more likely to be accepted.4. Conclusion:The research of trademark translation is hence to be strengthened along with the development of internationalizing products. From theory to practice, from the principle to method, conducting the research in trademark translation has important academic value and remarkable economic value. In such a long time our translation teaching and practice more emphasize on accurate meaning and grammar standard; misunderstand the rules of being loyal to the original in trademark translation; and only focus the translators creativity in the superficial level, this is far away from our high standard trademark translation. Facing on the more and more violent international competition, it is necessary and essential to do systemic and deep research in trademark translation to find the principles and rules in both theory and practice. And based on the reciprocity to increase translator's creative consciousness and the creative strategy research emphatically, and then establish quite perfect trademark translation system.Reference:1The theory and and practice of translation; wrote by Nida E.A. 呼和浩特：内蒙古大学出版社, 1998：107.2cultural context and language translation; wrote by 包惠南. 北京：中国对外翻译出版公司, 2001：9495.34.Equivalent effe