The Characteristics of English Translation of The Trademark浅析商贸英语中英语商标的翻译.doc
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1、The Characteristics of English Translation of The TrademarkABSTRACT Trademark is a bridge connecting customers and products or services, which is a gold card of products. So it is very important to do it well in the translation of English trademark during business communication. In the circulation o
2、f commodities, the trademark is a symbol of their products. It has become an important way to advertise their products and establish a good corporate image. They use trademarks to develop the potential of their company and promote the trade in international market. Preferring to some translation ins
3、tances of English trademark at home and abroad, this thesis concluded some main characteristics, and talked about some principles in translating the trademarks to do the translation correctly, faithfully and accurately and enhance the competitiveness of goods and help enterprises to obtain good econ
4、omic. A good trademark is to maintain the original cultural connotation of translation at the same times brings cultural differences to avoid unnecessary misunderstanding, to adapt to consumer psychology, left a deep impression to customers to achieve sales success.Key words: English trade mark; tra
5、nslation features; translation method摘 要 商标是联系客户和产品或服务的桥梁,是产品的“黄金名片”,在商贸交流中,对英语商标的翻译具有极其重要的意义。在商品流通中,商标是代表商品的符号。借助商标宣传商品,树立良好企业形象,已成为各国挖掘国际市场潜力和促进国际贸发展的重要途径。通过观察研究国内外典型的英语商标翻译个案,本文总结了商标翻译的几种主要的特点,并探讨英语商标翻译的原则,以达到正确、忠实、准确的商标翻译,增强商品竞争力,帮助企业取得良好经济效益。好的商标翻译在保持原有文化内涵的同时应避免文化差异带来的不必要的误解,适应消费者的心理,给顾客留下深刻的印
6、象,从而达到销售的佳绩。关键词:英语商标;翻译特点;翻译方法Contents.Introduction1.The properties of trademarks12.1 Cultural properties of trademark12.2 The importance of trademark translation2III. The Characteristics of English Translation of The Trademark23.1 Meet the Products Characteristics33.2 Simple,Easy to Remember33.3 re
7、levant to the Products43.4 In accordance with its nationality5IV. Commonly-applied methods in trademark name translation64.1 Liberal Translation64.2 Abbreviation translation64.3 phonetic Transliteration74.4 semantic Translation84.5 phonosemantic Translation8V. The Development Prospect9VI. Conclusion
8、10Bibliography11Acknowledgement12目 录第一章 引言1第二章 商标的特性12.1商标的文化属性12.2 商标翻译的重要性2第三章 英语商标的翻译特点23.1符合产品特性的特点33.2简洁、方便记忆的特点33.3 具有相关性43.4 民族性的特点5第四章 商标翻译的常用方法64.1 直译64.2 缩写64.3 音译74.4 意译84.5 音意兼顾8第五章 商标翻译的发展前景9第六章 结束语10参考文献11致谢12.Introduction A trademark is a mark which is used to distinguish goods or ser
9、vices from others in the market by producers, operators or service providers. A trademark is just like a products name, which is the representative of the image of a company and the symbol of quality. The trademark plays an important role in which brings people to enjoy the beauty, to arouse consume
10、rs desire to shop, to bring the huge economic benefits, and even determine the survival of a company. Trademark Translation is not only a simple conversion from one code to another, but a clear intention of the cross-language commercial, a special cross-cultural communication activities. In the cogn
11、itive framework of pragmatics relevance theory, human communication behaviour will produce the best expectation to try to deal with minimal effort to obtain adequate contextual effects, to achieve commercial success.The properties of trademarks Trademark is a symbol of a product, which is the result
12、 of economic development. The commodity producers or operators use a significant sign to make their manufacture and services different from others.5 A logo is a special language symbols, which is a core part of commodity culture, and a powerful weapon enterprises used to participate in international
13、 competition.2.1 Cultural properties of trademarkCulture is a complexity which is including knowledge, belief, art, morals, law, custom and all the habit in human society (Taylor)1.Cultural have effects on the language, and also reflect the cultural development. Language is the carrier of culture an
14、d also an important part of culture. Each country has its distinctive cultural national identity, and through the carrier of culture -language to reflect, which also determines the national character. World culture has enriched the world culture, but it also creates a barrier to intercultural commun
15、ication. Language is the carrier of culture while translation is a cross-cultural bridge. Because the trademark is a symbol used to convey information, and a special language with a specific significance, as well as a rich and profound symbolism. Its Changes and development links the countrys region
16、al, national and ethnic culture. The original trademark have been infiltrated by the culture. Culture occupy an extremely important position as a kind of social ideology permeating all levels in the word, and also very important in trademark. English trademark have obvious characteristics about West
17、ern culture. For instance, some comes from the Greek and Roman mythology, famous writers, historical place names such as DuPont (name), Avon(Shakespeare used to live in the Avon River) and so on. China have a history of five thousand years of ancient civilization, rich cultural heritage, such as Con
18、fusion house wine孔府家酒,Heng Fa Chuen杏花村 and so on. There is a very rich cultural connotation, reflected in the mark, and also shows the strong oriental culture Color.2.2 The importance of trademark translation A good name should be easy for consumers to remember, make the association, cause a good im
19、pression and promote the purchase, while saving communication costs. Conversely, an inappropriate name express a bad business idea, waste a lot of communication costs, which greatly influent consumers choices. Good trademark is meaningful, attractive, easy to impress consumers, therefore, the design
20、er of the trademark should considerate and try to figure out the mind of consumers as possible to meet a wide range of consumers need. Trademark is a bridge connecting customers and products or services. With economic globalization and Chinas accession to WTO, China and the worlds commodity exchange
21、s has become even more widely. Appropriate commodity trademark become a crucial part to enter the international market. Trademark symbolized as a commodity, is a part of the advertisement. To some extent, whether the mark is good or not has a direct impact on the consumers desire to purchase the pro
22、ducts. Not difficult to find in todays society, many consumers refuse to buy a product, simply because they do not like the trademark. Successful trademarks play an extreme important role in promoting sales of products. Translation of trademarks should not be underestimated. Therefore, how to transl
23、ate trademarks well, how to meet the needs of consumers and cultural development, how to adopt a better way to translate to make the products acceptable brings huge economic benefits for countries and enterprises. Therefore, the key of the translation is to convey the meaning of the products.III. Th
24、e Characteristics of English Translation of the Trademark Due to the environment, history, economic, religion, and other factors, there are huge differences between China and Western culture, which make the peoples way of thinking, world view, and values various. Based on the collection of specific
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