Words and Phrases in Trademark Translation
翻譯中的字詞選擇
5.5萬字 27頁
論文+開題



Abstract

A trademark is a brand identification for a product or service and it can be written text, text in particular stylized form or a graphic symbol or company names and so on. As everybody knows, a trademark of a product is like a person’s name. According to a report, there are more than two million English trademarks in the world. A good trademark can help a company to set up a famous brand easily, and a trademark is also an important incorporeal for a company. Developed countries have mature markets and law systems, companies can design their products’ market selling strategy reasoningly. At the same time, pay more attention to trademark translation. Today, international trade is growing rapidly and becomes a major power for promoting every country’s economy. As a result, trademark becomes more and more important in international trade. In order to make a successful international trade, the first step is to make an appropriate trademark translation from one language to another. In the process of translation, we should not only have to retain the original meaning, but also pay attention ......


摘 要

商標是一個產(chǎn)品或者服務(wù)的識別標記，商標可以是書面文本，文本的傳統(tǒng)形式，圖形符號或者是公司名稱等。眾所周知，商品的商標如同人的名字。據(jù)統(tǒng)計，現(xiàn)今世界上有超過兩百萬個用英語注冊的商標。一個合適的商標可以使廠家更容易的建立起商品的口碑，也是企業(yè)無形資產(chǎn)的重要組成部分。在發(fā)達國家，由于擁有成熟且完備的市場及法規(guī)制度，企業(yè)都能很理性地設(shè)計產(chǎn)品的市場銷售策略，同時把注意力更多的放在了商標的翻譯上。如今，隨著經(jīng)濟一體化進程的加快，國際貿(mào)易也日益頻繁，同時國際貿(mào)易也已經(jīng)成為促進世界各國經(jīng)濟發(fā)展的重要動力。因此，商標在國際貿(mào)易中也變得越來越重要了。要想使商品貿(mào)易取得成功,我們首先要做的就是對商品的商標進行從一種語言到另一種語言的合適的翻譯。在翻譯的過程當(dāng)中,我們不僅僅應(yīng)該保留產(chǎn)品原有的主要宗旨,而且必須注意國家的文化，宗教信仰和消費者的心理。與其他的翻譯不同，商標翻譯必須要簡單，明了。簡單明了的商標可以給消費者留下美好而深刻的印象，從而使產(chǎn)品贏在起跑線上。商標翻譯有直譯，音譯，意譯，音意結(jié)合這幾種最基本的方法。這就要求我們要運用語言，市場營銷，藝術(shù)等多方面的綜合知識。這篇論文主要目的在于介紹商標翻譯的不同方法，分析可能出現(xiàn)的問題以及提出一些好的建議。

關(guān)鍵詞：商標；翻譯；國際貿(mào)易；方法




Contents

1. Introduction--------------------------------------------------------------------1
2. Theories of translation--------------------------------------------------------2
2.1 Definition of translation-----------------------------------------------------2
2.2 Theories of translation-------------------------------------------------------3
3. Definition of trademark translation------------------------------------------6
3.1 Definition of trademark------------------------------------------------------6
3.2 Some views about trademark translation----------------------------------7
4. Different methods of trademark translation---------------------------------8
4.1 Literal translation-------------------------------------------------------------8
4.2 Transliteration-----------------------------------------------------------------9
4.3 Free translation--------------------------------------------------------------10
4.4 Transliteration combined with free translation--------------------------12
5. Analysis of cultural factors in trademark translation --------------------12
6. Conclusion---------------------------------------------------------------------19
References------------------------------------------------------------------------21



References
[1] Liuhong. Elementary Discussion on Translation Method of Trademark in Business English [M]. Shengyang: Journal of Shengyang Institude of Engineering, 2005.
[2] 陳宏薇. 《漢英翻譯基礎(chǔ)》[M]. 上海： 上海外語教育出版社. 2003.