商標(biāo)的文化特征及翻譯策略英文商標(biāo)論文

商標(biāo)的文化特征及翻譯策略[Abstract]Thetrademarkissimilartoperson’sname.Itisthesymbolofproduction.Anditwouldbecomefamousalongwiththecommercialintercourse.Alotofinternationaltrademarkshaveinvisiblepropertyandhugefortune.Theimportanceisobvioustosee.WhentrademarksaretranslatedfromChinesetoEnglishorfromEnglishtoChinese,anappropriatetransmissionofculturalfeaturecannotonlyaccuratelyreflecttheproduct’squalitybutalsoarousethecustomer’sculturalassociationsoastocreatetheexpected

advertising

effectandhelppublicizethatparticularculture.Sotheimportanceofculturalfeatureinthetranslationoftrademarksandhowtotransmititeffectivelybytranslationisdiscussedbyillustratingthecarefullychosenexamplesoftrademarks【摘要】現(xiàn)代社會中，商標(biāo)詞作為廣告的基本組成要素在社會中起著不容忽視的重要作用。它就像個人的名字，是產(chǎn)品的象征。并且會隨著商品的交流變的日益為人們所熟知。很多的國際知名商標(biāo)都具有無形的資產(chǎn)和巨大的商業(yè)價值。商標(biāo)的重要性由此可見。一個適當(dāng)?shù)纳虡?biāo)譯名不僅僅能精確的表達(dá)商品的特質(zhì)，而且可以喚醒消費者的想象以達(dá)到宣傳效果，并使消費者了解一定的文化知識。隨著我國經(jīng)濟的迅速發(fā)展，改革開放的進一步深入，成為世界貿(mào)易組織的一員，中國產(chǎn)品進入國際市場的機會大大增強了，與此同時大量的外國產(chǎn)品涌入中國市場，各種產(chǎn)品在市場上的競爭越發(fā)激烈，人們開始認(rèn)識到好的商標(biāo)詞及其恰當(dāng)?shù)皿w的翻譯對刺激消費和開拓國際市場的重要性。因此，本文將就商標(biāo)的文化特征在翻譯中重要性及如何有效恰當(dāng)?shù)姆g進行討論和分析IntroductionTrademarkisthedesignationofthemerchandise.Asuccessfultrademarkcancatchpeople’seyesandmakeastrongimpressionintheirmind.It’sthesymboloftheproducts’qualityfeature.Thatistosayasuccessfultrademarkcansatisfytheconsumer’srequirementofbothmatterandspiritandsetupasense—‘deficitspending’inconsumer’sspirit.Therefore,thetradersalltrytheirbesttodesignvariousparticulartrademarks.Theyareexpectedtostimulatingconsumer’spurchasingdesirebyrightofagoodtrademark.”[1]（p1）However,duetotheinternationaltradebecomemoreandmorefrequentbecauseofWorldwideEconomyUniformity,atrademarkwhichtranslatedsuitablycandecidewhetheraproductcanornotoccupytheoverseamarket.Asaspecialmethodofcommunication,thetranslationoftrademarkmustconsiderthesimilaritiesanddifferencesofthedifferentlanguagecultures.Duringtheprocessoftranslation,thetranslatormustadopttheflexibletacticsoftranslationinordertotranslateeffectivelyandretaintheculturalfeature.1Trademarkandculture1.1Therelationshipoftrademarkandculture“Thesociologistssaidthatallkindsofthephenomenaofculturearedifferent.Eachkindofcultureevolvedbecauseof

history

andgeography.Duetothisculturaldifference,theunderstandingoflanguageisdifferent.”[2]（p1）Asaresult,itmaycauseaproblemthatpeopleindifferentareasmayhavedifferentunderstandingstoasametrademark.Wecanseethatoneproductwhichhasasametrademarkispopularinoneareabutsuffersabsenttreatmentinanotherarea.Whatbegetssuchanobstacleistheculturaldifference.Therefore,howtoremovetheobstaclewhichbegetsbytheculturaldifferencebecomesanineluctableproblem.Trademarkisamethodofexpressionandatooloftransmission.BaoHuinanbelievedthat“Languageisthecarrieroftheculture.Cultureistherootoflanguage.Thetranslationisthebridgeofinterculturalcommunication.”[3](P1)DaiWeidongbelievedthatthereareatleastfourmethodswhichhumanusedtotransmit:(1)Passingitongenerationtogenerationbytherealobject.(2)Settinganexampleandtransmittingitthroughthemethodandtheprincipleofaction.(3)Tellingtheoffspringaboutsomeverities,methodsandconceptsbylanguage.(4)Bywriting.[4](P1)NewMarkbelievedthattheculturecontainsbiology,physical,socialcommunicationandcustom.[5](P1)Thetrademarkmakesupbywords,picturesorothercomponents.Obviouslyitisasigntotransferthemessageanditisaspeciallanguage.Moreover,thetrademarkisanimportantpartofadvertisement.Andtheessenceofadvertisementismarketing.Butforthedifferencesoflocation,religionandtheeconomicaldevelopedlevel,theconsumersindifferentcountrieshavedifferencesinthought,aestheticdelightandsense.Therefore,thetrademarkindifferentcountrieshasitsowncultureandpossessesdifferentfeaturesofculture.So,thetranslationoftrademarkcanbeseenasakindofinterculturalcommunication.Thetranslatormustpayattentiontotheinterculturalcommunicationofthetranslationoftrademark.Languageisthetoolofthethoughtandthecommunication.Itisalsothereflectionofthesocialculture.Itcaninfluencethethoughtofpeople.Therewillbringanobstacleintheinterculturalcommunicationwhenthedifferencesofeachculturereflectinthedifferencesoflanguage.“SuchastheEnglishtrademarkswhichcontainthewords‘sun’areverypopularinmanywesterncountries.Forexample:Sunerge,Sunjoy,Sunrider,Sunett,Sunniwell,Suntory,Suntour,Sunwoods,Sunniaandsoon.Manypeoplewholacktheculturalknowledgeofwesterncountriesarehardtounderstandwhy.Inmostwesterncountries,peoplebelieveinChristian.Sotheybelieve“Sun”isthesymboloftheChristJesus.Asaresult,peoplemaintainanadorablementalitytothe“Sun”.Andsuchaculturalmentalityreflectsthetrademark’sdenomination.”[6]（p2）Thetranslationofthetrademarkisaspecialmethodofcommunicationasanimportanttacticofmarketingtheproducts.Theconsumercancommunicatewiththemanufacturerindifferenttimesanddifferentplacesbythetrademark.Asakindofculturalcarrierandthemethodofcommunication,thetranslationoftrademarkrequiresthetranslatormustdiscernthedifferencesbetweentheoriginalcountriesandthepurposecountries.Andthetranslatorisalsorequiredtohandlethedeepculturalmeaningthroughthephenomenonofexternalcultural.

1.2Theculturefeatureofbrandname1.2.1Thehumanandclimefactor“Eachproductmustassociatewithitsmanufacturerandtheproducingarea.Anddifferentareasendowtheproductwithdifferentculturalmeanings.Asthesymbolofproduct,thetrademarkinheritssuchafeature.Productsthatnamedasthefounderofthemanufactoryareeverypopular.”[7](p1)Itistheconsistentlyusingmethodofinternationaldenomination.Forexample:AmericanplaneBoeing(波音)，automobileFord(福特)arealldenominatedasthemanufacturefounder’sname.Thetrademarkwhichdenominatedastheplacewhereitcameoutisalsoeverypopular.Suchas“Champagne(香檳酒)”isdenominatedbyitsproducingarea.“長城”pencilisanothersuccessfulexampletomention.ThisenterprisefoundedattheperiodwhenChinawassufferingtheaggressionofJapan.ThetrademarkwasdenominatedinordertorespondthepatriotismofChinesepeopleandarousedthemtorejecttheforeignproducts.And“長城”isthesymbolofChina.Itjustbuiltforfightingbacktheinvader.So,theproductwasdenominated“長城”asitstrademarkwasveryfelicitous.1.2.2ThenationalandconsuetudinaryfeatureoftrademarkIfacorporationwantstodevelopwell,itmustwalkuptoworld.Asthesymbolofthecorporation,thetrademarkmustpossessitsownnationalandconsuetudinaryfeature.Itcanbesaidthatnationisitsroot.Forexample,“廈華”（TV）,“長城”（electricfan）notonlywonbyitsgoodqualitybutalsomarkedthespiritoftheChinesepeople.Thetrademarkisthesymbolthatcreatedbyhumanbeing.Itpossessesnationalcustomandthecharmofthetraditionalculture.“TheEnglishtrademarksarealwaysdenominatedasgodsandplaces’namewhichcomefromreligionarystory.Forexample:Eden(伊甸園),Apollo(太陽神),Nike(勝利之神),Lincoln(林肯)andsoon.Theseareallreflectedthetraditioncultureofwestern.”[8]P2]1.2.3Theestheticalfeatureoftrademark“Theprocessoftranslationisalsoaprocessoftaste.”[9]p43“Atrademarkwhichhasbeautifulexteriorandcatchypronunciationcangivepeopleaestheticfeeling.Therefore,thetrademarkisnotonlythesymbolofbeautybutalsothefacilitytocommunicatetheinformation.”[10]（p2）Butthetrademarkistheunitofthelanguage,soitsbeautycanbeseenonlybyconnectedwiththemeaningofthewordsandtheculture.Itsbeautycanbedividedintothreecategories:thebeautyofrhythm,thebeautyofterseness,andthebeautyofprecinct.(ⅰ)ThebeautyofrhythmThebeautyofrhythmmeansthetrademarksoundsbrightandclear.Itcanbringpeoplefeelbeautyandhelptotransmit.Forexample,“SHATP”(夏普)，“CocaCola”,“Clean&clear”allsoundbrightandclear.(ⅱ)ThebeautyoftersenessThetrademarkshouldbeexpressedsimply.AlotofEnglishtrademarksarecomposedbysinglesyllableword.Suchas:“Kent”,“Shell”,“Dove”,“Benz”composedbyonesyllable.And“Camel”,“Rejoice”.“Sony”composedbytwosyllables.Theyareeasytorememberandcanexpresstheideaofthemanufacturer.(ⅲ)ThebeautyofprecinctThebeautyofprecinctmeansthatthetrademarkhasbeautyandconnectswiththefeatureoftheproduct.Itcanmakepeopletoimageandthenstimulatetheconsumption.Niveaisakindofcosmeticmeans“white”inLatin.Itnotonlyshowstheclassicalbeautybutalsomakespeopletoimage.2Thetranslationtacticsoftrademark“Translationhasbeenacomplexsubjectofhumanreflection,oneriddenwithcontradiction,fromtimeimmemorial.Itisnotknownexactlywhenpreoccupationwiththemanifoldproblemsoftranslationbegan.Itsbeginningwaspresumablyrelatedtotherecognitionthatmankindwasbynaturedestinedtospeakmanydifferentlanguagesandthatthisstateofaffairswasnottoberemediedbyeitherinternationalconventionsoflanguageorcoercivelanguagepolicymeasures.”[11]p27ThetranslationtheoristEugeneNidasaid:“‘Languageisonlyakindofsign.Itcanexistwithoutculture.Thepurposeofthetranslationistoexpressonelanguagetoanotherlanguage’”.[12]P2Theculturecanbedividedintoexternalandinternallevel.Inotherwords,itcanbedividesintophysicalcultureandphysicculture.Theliteralmeaningandthemeaningofthelanguagereflectdifferentgradationalcultures.Inotherwords,asamethingmayhavedifferentmeaningsindifferentculturalbackgrounds.Theexternaltranslationjusttransfersthelanguagesymbolofwords.Itlessinvolvethedeepgradationcontentsuchasindividualorcollectivevalueorientation,aestheticmentalityandfaith.Itbelongstoacommunicationthatputsontheexternalculture.“Thecoverttranslationisatranslationwhichenjoysorenjoyedthestatusofanoriginalsourceinthetargetculture.Itisclaimedattimesintheliteraturethatagoodtranslationshouldreadnotlikeatranslationatall,butlikeatargetlanguageoriginal.”[13]P47Transliterateandtheparaphrasethatusedinthetranslationoftrademarkallbelongtotheexternaltranslation.Theytransfertheexternalmeaningdirectly.The

thesis

willintroducethesetowtacticsbelow.

2.1TransliterationLiteraltranslationbasesthepronunciationfeatureoftheoriginaltrademarkandchoosesthemostclosepronunciationandwordstoexpressit.It’sthemostpopularandfamiliartacticoftranslationusedinthetranslationoftrademark.Thistacticistoonumeroustomentiononebyone.Therearesomeexamplesbelowtoilluminate.(ⅰ)AutomobileFIAT—菲亞特;MAZDA—馬自達(dá);MERCEDES?Benz—梅塞德斯?奔馳PORSCHE—保時捷(ⅱ)Beverage:DIAGEO—迪阿吉奧（fromEnglish）;Parmalat—帕瑪拉特（fromItaly）Fanta—芬達(dá);Whitbread—惠特布雷德（fromEnglish）;Dole—都樂(ⅲ)ShampooandperfumePantene—潘婷;Kanebo—柯娜寶（fromJapan）;Lancom—蘭寇（fromPairs）ChristianDior—克麗絲汀?迪奧;Elizabetharden—伊麗莎白?雅頓（fromEnglish）(Ⅴ)CostumeCeline—瑟琳（fromPair）;VALENTINO—華倫天奴（fromItaly）ESCADA—埃斯長達(dá)（fromGermany）;BALLY—巴里CalvinKlein—克萊（fromAmerican）Itcanbeseeninvariousprofessionsandareas.Althoughtheirword-buildingnotaccordswiththeruleoflanguageinChina,theirtranslationsarenovelty.Consumerscanacceptiteasily.ButtheChinesewordsexpressnotonlytheshapebutalsothemeaning.So,theremaybeappearmanydifferentwordswhichsoundidenticallywhiletranslatingatrademarkintoChinese.Suchas“Pizza”(比薩)hadbeentranslatedas“皮雜”，“皮扎”andsoon.Thelatteronesseemtoorudeandhardtobeacceptedbytheconsumers.“Therefore,whiletranslatingatrademarkbythetacticsoftransliteration,thetranslatormustberequiredtopayattentiontonotonlythepronunciationoftrademarkbutalsothenationalfeatureofcultureandcustom.Thetranslationoftrademarkmustchoosesthesuitablewordscautiously.Thetranslationoftrademarknotonlyliesonitsfeatureofpronunciationbutalsochoosesthewordsthatcatertotheconsumers’mentality.Thatiscalled‘諧音取義法’.”[14]p2ManyforeigntrademarksreflectthefeatureofproductandcombinewithChinesecultureandlanguagethatisinordertotranslateasuccessfultrademarkwhichcannotonlycatertopeople’smentalitybutalsopossesstheorientaldelight.“Coca—Cola”isthemostclassicalexample.“‘Coca—Cola’”wastranslatedas‘可口可蠟’whenitfirstenteredintotheChinesemarket.‘蠟’inChinamakespeopleconnectwiththesenseofdry.So,themanufacturecollectstheconsumers’suggestionsandthentranslateditas‘可口可樂’atlast.‘可口’inChinameansdeliciousand‘樂’meanshappy.Itsmorereceivablethan‘蠟’inChina.”[15]P2Canon—佳能（camera）,Lactov—樂口福(drink)allusedthismethodoftranslation.

2.2FreetranslationFreetranslationcanbedividedintotwocategories:literalityandinnovativetranslation.2.2.1LiteralityLiteralityisthetacticthattransferstheoriginalmeaningdirectly.Itobeysthesignificationoftheoriginaltactic.Forexample,Camel—駱駝（cigarette）;Crown—皇冠（car）;Panda—熊貓（TV）;crocodile—鱷魚（costume）;MonkeyKing—（猴王）;GeneralMill—通用面粉（fromAmerican).2.2.2InnovativetranslationInnovativetranslationcastsoffthefetteroftheliteralmeaningoftactic.Itexploitsthenewideaoftactic.“Themostrepresentationexampleis‘7-up’.Itisakindofdrinkwhichtranslatedas‘七喜’inChina.Themeaning‘喜’inChineseis‘happyorhappyevent’.ItnotonlycaterstoChinesefortheirmentalityofpursuingluckbutalsocaterstothephrase‘upsanddowns’inEnglish.The‘up’inthisphrasealsomeans‘luck’.BothEnglishandChinesecanacceptandlikeit.”[16]p

2.3TransliterationandFreetranslationmergerTranslationoftacticisrequiredtotransferthemessageexactly.Buttransliterationnotjusttranslatesmechanically;italsoadoptslotsofmethod:“ellipsis”,“multiplication”,“flexibility”.Forexample,akindofinsecticidenamedDecis(fromFrance)istranslated“敵殺死”inChinese.Itexpressesthefeaturethatthisproductcankillthepest.“And‘BWM’whichisatacticofautomobileistranslatedas‘寶馬’inChina.‘BWM’inGermanjustcontainsthemessageoftheproductandhasnocultureinit.While‘B’and‘M’aretranslatedas‘寶馬’，itpossessestheculturemeaning.‘馬’(horse)islovedbymostChinese.Also‘horse’canrunveryfastandusetobevehicleinarchaic.Thefeaturejustcanexpresstheadvantage—fastfeatureoftheautomobile.”[17]p3Thefamoustactic“雅戈爾”istranslatedas“”Youngor”.Anditmakespeopletoimagethathewilllooklikeyoungerifwearthisproduct.3TheprincipleoftrademarktranslationininterculturalcommunicationProductsaresoldtodifferentcountriesandareas.Sothevariousdifferencesmustreflecttolanguage.Thetranslationoftrademarkseemstodealwiththeindividualwords,butactually,itasksthetranslatortofacestwokindsofcultures.“Interculturalcommunicationisabranchofcommunication.Itdrawstheories,conceptsandmethodsfromcommunication,sociology,psychology,socialpsychology,culturalanthropology,journalism,philosophy,history,ethnography,andinternationalrelations.Thusitisaninterdisciplinarysubject.”[18]P27Alongwiththecompetitionbeingmoreandmorefierce,thetranslatormustpossessstronginterculturalcommunicationconsciousnessandthenheorshecantranslateasuccessfulbrandname3.1Respectandhandlethedifferentmentalityofnation,comprehendthefreemeaningoftrademarkNationalphysicalfeatureisaprocedurethatevolvesfromthenationalculture.Becausetherearedifferencesofenvironment,history,religion,politicsandeconomy,theirphysicalfeaturemustbedifferentfromeachother.Thishasbeenmentionedabove.So,theconsumerswholiveindifferentcountriesmayhavedifferentvaluesandconceptionsofmentality.Forexample:Theproductsofourcountryalwaysnamedas“animalsorplants”.Whiletranslatingsuchkindoftrademarks,thetranslatormustknowaboutwhichcountriesorareastheproductswillbesoldtoandfindoutwhichanimalsorplantsarefavorornotinthatarea.Suchas“dragon”:“dragon”inChinameans“龍”akindofanimalwhichnotreallyexistsintheworldbutcreatedbypeople’simagination.Itisthesymbolofmascot.SotheChinesepeopleallverylikeit.ButinEnglish,ithasanothermeaning“demon”.Theybelievethatthedragonwouldbringdisasters.So,ifatrademarkwantstoenterawesternmarkettranslatedas“dragon”,itmaydefeat.Andsodoesthetrademarkthatdenominatesasplant.Forexample,thenationalplantofCanadaismaple.SowhileaproducttriestoopentheCanadianmarket,itcanbedenominatedas“maple”.Andthepeoplecanacceptiteasilyandthencanrememberyourproducts.

3.2Linkwiththefeatureofproductandreflectthemessageofproduct“Translationtrademarkmustaccordwiththecharacteroftheproductsandexpressestheconceptoforigination.Foraninstance,thetranslationof“Procter&Gamble”usedtobe‘寶堿’.Itisnotbetterthan‘寶潔’whichisusednow.Becausemostoftheproductsofthiscompanytobeusedinthefieldofwashing.Andthemeaningof‘潔’iscleaninChina.Sothetrademark‘寶潔’canshowthecharacteroftheproducts.Anotherexampleis“Goodyear&Goodrich”whichisthetrademarkofanAmericanrubbercompany.Itistranslatedas“固特異”&“固特立”.Thetranslatorchangedthefounder’snameintothenamethatcanexpressthemeaningofthedurablefeatureoftheproduct.Itisverynoveandfullofattraction.Otherwise,forthemanufacturewhoexploitsakindproductmayaimatacertainconsumptivelevelandgroup,thetranslatormustunderstandtheconsumptivegroupandchoosethewordswhichfavoredbythisgroup.Forexample,Avon(雅芳)；Italina(伊泰蓮娜)；Vichy(麗姿)；Maybelline(美寶蓮)andsoon.Thesetrademarksallaimatthegroupofwomen.Sothetranslatorschoosethewords“雅”,“蓮”,“娜”,“姿”,“美”whicharefavoredbywomen."[19]P3

3.3Simpleandstandardwords;conciseandbrightrhythmThegoalofthetrademarkistomaketheconsumerremembertheproductthroughitandsetupamarketingnetforalongtime.Forthat,thetranslationoftrademarkmustbesimple,catchyandvivid.Forexample,“Head&Shoulder”usedtobetranslatedas“海倫仙度絲”.Itistoolongandtoohardtounderstand.Nowitistranslatedas“海飛絲”whichismorevividthantheoldone.Themostbiggestelectronicinstrumentandmini—computer“HewlettPackardCo.”onceused“休利特—帕長德”foralongtimeinChina.Butitisreplacedby“惠普”now.Thelattertranslationissimpleandcanassociatewiththeactivemeaning.And“惠普”becomesafamoustrademarkinthisprofession.Moreover,thetranslationofsnack“McDonald’s”isused“麥當(dāng)勞”insteadof“麥克唐納”.Thetranslationofautomobile“RollsRoyce”used“勞斯萊斯”insteadof“羅爾斯—羅依斯”.4．ConclusionAlthoughthedictionoftrademarkissimple,itishardtotranslatewell.Soonlythetranslatorcanunderstandthethoughtofconsumer,respectthenationalcustomandhandlethefelicitoustacticsorskillsoftranslation,thetranslatingtrademarkcanwintheconsumers’identifyandfinallywinthewholemarket.Trademarkisanoffspringoflanguageandculture.Onlytranslatingitaccordingtothebackgroundofculture,thetranslatorcantranslateagoodtrademark.

Reference

Biology1]呂華.商標(biāo)的文化特征與翻譯策略[J]淮陰師范學(xué)院（哲學(xué)社會科學(xué)版）2005.02[2]同[1][3]同[1][4]同[1][5]同[1][6]牟章.

跨文化交際中的商標(biāo)翻譯[J]/gljg/gra/yjsh/mindayanjiusheng/mulu.htm[7]朱娥．商標(biāo)詞翻譯理論和方法[J]昭通師范高等?？茖W(xué)校學(xué)報．2004.8(26)4[8]同[6][9]趙桂華.翻譯理論與技巧[M]哈爾濱工業(yè)大學(xué)出版社.2002.6[10]同[1][11]WolframWilss.TheScienceofTranslation—ProblemsandMethods.[M]2001[12]熊德米.達(dá)奈翻譯理論評述[J]重慶大學(xué)學(xué)報.2001.7[13]TranslationandRelevance—CognitionandContext.[M]2004[14]同[6][15]游玉祥.商標(biāo)翻譯中文化意想的靈活移植[J]安徽師范大學(xué)學(xué)報.2005.1（33）1[16]同[15][17]汪曉芳張群.英文商標(biāo)名漢譯的翻譯原則與策略簡介[J]東華大學(xué)學(xué)報.2005.03（5）1[18]王振亞.語言與文化[M]1999.4[19]同[7]商標(biāo)的美學(xué)特征

II.AestheticCharacteristicsofTrademarks

PhoneticAesthetics

Theformalbeautyofatranslatedtrademarkmainlyreferstoitspleasantpronunciation.Differentpronunciationmayarousedifferentpsychologicalreactions(HeChuansheng,1997.).ManyEnglish-Chinesetrademarktranslationssoundbeautifulandclearintermsofpronunciation.Forinstance,“派克”(“Parker”),“柯達(dá)”(“Kodak”)and“捷安特”(“Giant”).

Agoodtrademarkshouldbepronouncedresoundingly,andhasthedistinctrhythmandharmonioussoundtomakepeopleenjoythesenseofhearing.Thetrademarkoftenusestheconsonantwhichtheresoundingvowelandsmallblockingdegreeareeasytospell.Therearesomeexamples.“Sharp”(夏普電器),theresoundinglongvowelgivesthehumanbytheaftertasteanddistantfeeling.“Kodak”(柯達(dá))istherollfilmtrademark.GeorgeEastmanisthefounderofthecompany,whopreferstheletterK,soithasbeenusedinthebeginningandtheendingofthetrademark.Itisperfectwhichjoinedtheletterodetoproducepressesshutter’sonomatopoeiaeffect.Inthetranslation,the

constitution

oftheChinesetrademarkandthewordssoundgoodandharmonious.

“Maybelline”,theAmericancosmetic,fullofflavor.Itistranslatedas“美寶蓮”inChinese.“美”suggeststhatitsfunctioncanmakecustomersmorebeautiful,and“蓮”suggeststhatitseffectcanmakecustomersprettyaspaint.Thesetwocharacterstakesitssoundanditsrighteous二、研究現(xiàn)狀

商標(biāo)于商品猶名字于重要于商品言商標(biāo)僅稱謂更種品質(zhì)象征于企業(yè)言商標(biāo)更像用口推銷員商標(biāo)作種特殊競爭性語言符號著其區(qū)別性、廣告性保護性我翻譯程更需要嚴(yán)謹(jǐn)仔細(xì)、認(rèn)真推敲近者各種同角度英漢商標(biāo)詞翻譯進行深入探討研究并提些具理論依據(jù)翻譯策略

文化角度

際貿(mào)易知名品牌商標(biāo)語言忠實翻譯能讓潛消費者切入點知曉該產(chǎn)品直譯程商標(biāo)原文表層意思轉(zhuǎn)換商標(biāo)特殊性言直譯表達(dá)商標(biāo)原文文化韻味能文化差異使目標(biāo)市場客戶接受其產(chǎn)品代榮（2004）文化素入手闡述商標(biāo)翻譯顯著商業(yè)目及西文化巨差異,翻譯,傳統(tǒng)忠實等值翻譯標(biāo)準(zhǔn)已適應(yīng)商標(biāo)翻譯靈性失"信"或"信"應(yīng)該譯文預(yù)期目置于翻譯首要位置商標(biāo)翻譯種跨語言、跨文化交際并提翻譯應(yīng)注重西文化信息互通（袁志2007）王金（2007）其《商標(biāo)翻譯與文化商標(biāo)翻譯》文提商標(biāo)翻譯應(yīng)該讓商標(biāo)透產(chǎn)品信息；商標(biāo)翻譯必須符合廣告語言文化特征；商標(biāo)翻譯要與目標(biāo)市場社政治密切關(guān)問題相關(guān)聯(lián)

美角度

眾者認(rèn)商標(biāo)翻譯要注意商標(biāo)美美商標(biāo)才能引發(fā)潛用戶美聯(lián)想意譯都基于種目進行居李玫（2007）美角度發(fā)其《審美角度論商標(biāo)名稱翻譯》文闡述商標(biāo)產(chǎn)品銷售起著重要廣告作用,商品名稱翻譯既要通俗易懂,容易廣消費者所理解；要符合普通群眾審美需求審美能力,并接受欣賞,同要符合本民族、政治、經(jīng)濟、文化宗教信仰及風(fēng)俗習(xí)慣商標(biāo)美特征音美、形美、意美三面探討譯者要敢于創(chuàng)新譯具音美、意美市場效應(yīng)譯名（崔金枝2006）

功能等角度

同信息用兩套同語言接受者同卻要產(chǎn)基本相同效等效翻譯主要原則（劉娥2007）李瑩（2003）、肖輝（2000）等認(rèn)商標(biāo)翻譯應(yīng)拘泥于原文應(yīng)靈處理使商標(biāo)譯名能夠產(chǎn)與原文或近似功能李瑩其《英漢商標(biāo)詞等效翻譯》提商標(biāo)翻譯應(yīng)避免使用文化差異造同理解詞；盡量采用褒義或性色彩詞盡量簡短易讀新穎記詞

遺憾足

我商標(biāo)翻譯研究經(jīng)幾十發(fā)展通眾者刻苦研究取引注目該領(lǐng)域研究依存著些缺憾足商標(biāo)翻譯研究與實際運用脫節(jié)傳統(tǒng)翻譯、語言強調(diào)"忠實"忽略文化素導(dǎo)致研究片面性實際操作盲目性例商標(biāo)目更喚起顧客購買欲望達(dá)商標(biāo)商業(yè)功能翻譯界談?wù)撋虡?biāo)翻譯音形意等忽略商標(biāo)否目標(biāo)市場消費者所接受商標(biāo)翻譯程現(xiàn)商標(biāo)譯文譯語文化符合商標(biāo)譯文違背目標(biāo)語習(xí)慣用等情況\o"分享到新浪微博"\o"分享到騰訊微博"\o"分享到QQ空間"\o"分享到人人網(wǎng)"\o"分享到百度貼吧"2條回答2008-03-1215:56joo1109

|

五級

最快回答Second,statusquo

Thetrademarknameforpeoplelikecommoditiesasimportant.Forcommodities,trademarkisnotonlyatitle,butalsoasymbolofquality,enterprises,trademarksdonothavetoopenmoreofasalesman.Trademarkscompetitionasaspeciallanguagesymbols,havetheirdifferences,andtheprotectionofadvertising,weintheprocessoftranslationneedsmorestringentcarefullyandseriouslyweighed.Inrecentyears,manyscholarsfromavarietyofdifferentanglesonthetranslationofthewordinEnglishandChinesetrademarkconductedanin-depthstudyandresearch,andputforwardsomeofthetheoreticalbasisforthetranslationofstrategy.國內(nèi)也有不少學(xué)者對商標(biāo)翻譯進行過理論研究和實踐調(diào)查。代榮(2006)從文化因素入手，闡述了商標(biāo)翻譯顯著的商業(yè)目的以及中西方文化的巨大差異，在翻譯時“傳統(tǒng)”“忠實”“等值”翻譯標(biāo)準(zhǔn)已無法適應(yīng)商標(biāo)翻譯的靈活性而不得不失“信”或不“信”。李玟（2007）從美學(xué)角度出發(fā)闡述了商標(biāo)在產(chǎn)品的銷售中起著重要的廣告作用，商標(biāo)名稱的翻譯既要通俗易懂，容易被廣大消費者所理解；又要符合普通大眾的審美需求和標(biāo)準(zhǔn)，并為他們接受和欣賞。商標(biāo)的美學(xué)特征也可以從音美、形美、意美三方面來探討。同一信息用兩套不同的語言，接受者不同，卻要產(chǎn)生基本相同的效果，這就是等效翻譯的主要原則，肖輝（2000）認(rèn)為商標(biāo)的翻譯不應(yīng)該拘泥于原文，而應(yīng)該靈活處理。使商標(biāo)能夠產(chǎn)生和原文一樣或相近的功能。李瑩（2003）提出商標(biāo)翻譯時應(yīng)避免使用因文化差異造成不同理解的詞；盡量采用褒義或中性中性色彩的詞，盡量剪短易讀，新穎好記得詞。所以關(guān)于商標(biāo)翻譯的研究一直在深入。Generation(2006),fromtheperspectiveoftheculturalfactors,thispaperexpoundsthetrademarktranslationsignificantcommercialpurposesandthehugedifferencesbetweenChineseandwesternculture,"traditional""fidelity"intranslation"equivalence"translationstandardhasbeenunabletoadapttotheflexibilityofthetrademarktranslationnotdoesnotlosethe"letter"or"letter".

Culturalperspective

Ininternationaltrade,awell-knownbrandnamesfaithfultranslationofthelanguageallowsapotentialentrypointforconsumersfromknowingtheproduct."Literaltranslation"ofthetrademarkistheoriginalmeaningofthesurfaceoftheconverter.However,thespecialcaseoftrademarks,andsometimesliteralnotagoodexpressionoftheculturaltrademarksoftheoriginalflavor,butalsobecauseofculturaldifferencesmaybeunabletotargetmarketsandcustomeracceptanceofitsproducts.Dai-rong(2006)fromthestartwithculturalfactors,onthetrademarktranslationnotablecommercialpurposesintheWesterncultureandthegreatdifferencesinthetranslation,thetraditional"true"and"equivalent"translationstandardshavebeenunabletoadapttrademarktranslationflexibilitynotwithoutlosingthe"letter"or"letter."Ishouldbethedesiredgoalatthetopoftranslation.TrademarkTranslationisacross-language,cross-culturalcommunication,andmadeinthetranslationofChineseandWesternculturesshouldfocusontheexchangeofinformation(YuanZhifa,2007).Wang1(2007)inits"trademarktrademarktranslationandculturaltranslationofthe"trademarksinthetextofatranslationshouldbeallowedtotrademarkproductinformationdisclosed;trademarkadvertisinglanguagetranslationmustbeconsistentwiththeculturalidentity;trademarktranslationmarketwiththegoalofsocialandpoliticalconcerntocloseproblemsassociated.

Anaestheticpointofview

Therearealsomanyscholarsbelievethatattentionshouldbepaidtotrademarktranslationtrademarkaest