浅谈品牌翻译(Translation of Brand Names)
浅析英文商标翻译中的问题及对策
最新英语专业全英原创毕业论文，都是近期写作
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论商标翻译
商务英语专业（二学历）毕业论文
A Study Translation of Trademark
论商标翻译
学号：13092213
姓名：李志彬
院系：吉林大学珠海学院物流与信息管理系
专业：信息管理与信息系统
年级：2009级
指导教师：
CONTENTS
INTRODUCTION…………………………………………………CHAPTER ONE Transliteration…………………………………...
1.1Pure transliteration…………………………………………..
1.2Homophonic translation……………………………………... 1.3Province transliteration………………………………………CHAPTER TWO Photo Gallery
2.1Pure Gallery………………………………………………….. 2.2Optional Photo Gallery……………………………………….. 2.3Change Gallery……………………………………………….. CHAPTER THREE Combination of sound and meaning…………..
3.1Allusive method………………………………………………. 3.2Almost sound association method…………………………….. 3.3Almost sound escape method………………………………….. CHAPTER FOUR Sound moral law in recent
商标 品牌 商号翻译
Coca-Cola Enterprise Tesco Stores UK U.S. Postal Service PacifiCare Health Systems Malaysian Airline System
30
2018/9/22
Business English Translation
2018/9/22 Business English Translation 3
国内商标品牌
新飞（冰箱） 格力（空调）
中信（银行）
长虹（电视）
2018/9/22
Business English Translation
4
商标的概念
Trademark ™
name, symbol, figure, letter, word, or mark usually registered (Registered trademark)
2018/9/22
壳牌石油公司 中国人寿保险有限 公司 克莱斯勒汽车公司 美国联合航空公司 会计事务所 律师事务所 咨询公司
27
Business English Translation
商号翻译专题 专门性“公司”
Houston Advertising Agency （代理性质的） Agency 公司 Pacific Container Line Line(s) （轮船、航空、 FUJI HEAVY 航运等）公司 INDUSTRIES Industries（实业、工 American Home Products 业）公司 (Corporation) Products（产品）公司
论商标名称的翻译_吕万英
商标是企业、事业单位和个体工商业者为区别其产品或商品所使用的标志［１］。商标一般是由文字、图形或其组合组成，注明在商品、
商品包装、招牌或广告上。商标的作用在于维护商标注册人的权益和信誉、促使商标注册人保证商品质量，便于消费者选购［２］。商标是人们认识产品的重要信号。人们认识产品不仅要依赖于产品的外形———颜色、形状、气味等特征，还要借助于语言文字即商标的名称。对于企业来说，商标名称的好坏给消费者心理上的影响是不同的。好的商标名称能够增强企业的市场竞争力，成为企业再投资的一笔宝贵的无形资产，同时还在一定程度上表现产品的企业形象［３］。
一个产品要在外国打开销路，必然要有附合当地语言习惯的译名。由于不同国家具有不同的文化背景和语言体系，同一商标名称对于不同语言习惯或文化背景的消费者来说，其涵义也许相差甚远。文化差异导致商品滞销的情形各国都有。由于不了解目标市场的语言文化，使得原本有较好形象的产品商标由于新的消费者的误解成了滞销品。比如美国的汽车工业就曾多次有过这种经历。雪佛莱公司的
Ｎｏｖａ牌汽车在西班牙语国家就很不受欢迎，因为它
的发音酷似西班牙语中的“ｎｏｖａ”，意思是“它开不动（Ｉｔｄｏｅｓｎ’ｔｇｏ）”。福特公司曾试图将它的“Ｃｏｍｅｔ
Ｃａｌｉｅｎｔｅ”
汽车推向墨西哥市场，但在墨西哥俚语中，它的意思为“妓女”（ｓｔｒｅｅｔｗａｌｋｅｒ），所以这种汽车销
量一直不好［４］。
我国企业也曾有过类似的尴尬。如“五羊”牌商标，本无可挑剔，广州是羊城，“五羊”孕涵着一个有趣的传说，羊在中国有表示健康的说法，但译成英文ＦｉｖｅＧｏａｔｓ（山羊）就不妥。“Ｇｏａｔ”
商标名的英汉互译
商标名的英汉互译
English-Chinese Translations of Trademarks
Outline
Abstract
Ⅰ Introduction
Ⅱ General Survey of brand names
1. Functions of brand names
1) Distinctive function
2) Informative function
3) Stimulating consumption
2. Linguistic features of trademark
1) Characteristics of humanity and region on linguistic morphology of trademark
a. Name trademark
b. Place of origin trademark
c. Foreign word trademark
d. Frabricated trademark
e. Acronym trademark
2) Psychological orientation on linguistic morphology of trademark
3) Psychological method on linguistic rhetorical devices of trademark
a. Rich association
b. Imaginative metaphor
c. Suggestive meaning
Ⅲ. Word issue in trademark translation owing to cultural connotation
品牌文化与品牌名称的翻译
的心理需求, 才能有效地达到宣传产品信息和品牌 精神的目的。
传播者
社会层(如政治、 群体层(如集体 个体层( 如阅历、 公众
—→
—→
输出行为 经济、文化等) 观念、态度等) 个体心理等)
接受反映
图1
综上所述, 品牌名称的翻译应采取如下策略: 广告“触雷事件”, 其广告被认为是“辱华广告”而被
“化去”另一种文化几乎是不可能的, 强权不能征服 具有深厚历史积淀的传统文化, 经济渗透也无法动 摇其他国家( 民族) 长期以来所坚守的基本价值理 念。宝洁公司在这方面就有一次惨痛的教训, 它将 在美国市场上大获成功的“P ampers”( 帮 宝适) 广 告直接引入日本市场: 一只鹤将尿布分发给有婴儿 的美国家庭。然而该广告并没有产生预期的效果, 这是因为在日本的民俗文化中鹤和婴儿没直接联 系, 日本人无法从广告中理解品牌的文化内涵。就 品牌文化而言, 取得品牌文化认同的有效途径是推 动品牌文化进入多元化发展阶段, 实现品牌原有文 化与消费者所在地的文化融合。众所周知, 企业不 能离开消费者而独立存在, 作企业精神体现的品牌 文化也同样离不开消费者。随着商品经济的飞速发 展, 消费者需求不断提升, 消费者在购买产品时更 注重心理的满足和共同价值的认同, 这迫使跨国公 司在跨国经营中赋予产品更多的文化内涵, 从而达 到与消费者所在地的文化对接, 实现心理与情感沟 通, 从而树立品牌的本土化形象, 以文化的亲和感 动消费者, 使跨国品牌成为本土消费者自己的品 牌。
从目的论角度分析服装品牌名称翻译
从目的论角度分析服装品牌名称翻译
摘要
服装行业一直是我国非常重要的产业，我国是世界最大的服装生产加工大国。随着经济全球化的不断深入与发展，我国服装产品越来越多的进入了国际市场，也面临着激烈的竞争与挑战。为提高我国服装品牌名称的翻译质量，使国内各服装企业走向世界，在国际市场上成功树立自己的品牌，本文依据翻译目的论的基本原则结合品牌名称翻译中需考虑的因素，试探讨国内服装品牌名称的翻译案例，并与国际知名服装品牌进行对比分析，最后提出了提高翻译质量的一些建议与方法。
关键词：服装；品牌名称翻译；目的论
ABSTRACT
Clothing industry is an important part of Chinese industries and China is the biggest producer and processer of clothing in the world. With the development of economic globalization, more and more Chinese clothing products have entered into the international market, facing intensified competition and challenges. In order to improve the translation quality of our clothing’s brand names, to help domestic clothing enterprises reach out to the world and set up their own brand names in the international market successfully, under the guidance of Skopostheorie and its basic rules, this paper tries to analyze some selected cases of domestic clothing’s BNT and compare with some selected cases of famous international clothing’s brand names. Finally, this paper concludes some suggestions and methods to improve the translation quality.
翻译论文选题方向汇总
T h e C h a r a c t e r i s t i c s o f A t h l e t i c E n g l i s h a n d I t s T r a n s l a t i o n 体育英语的特点及翻译翻译
The Semantic Contrast of Color Words between English and Chinese and their Translation 中英颜色词的语义对比及翻译翻译
C h i n e s e R e d u p l i c a t e d W o r d s a n d t h e i r T r a n s l a t i o n i n t o E n g l i s h 汉语叠词及其英译翻译
B r a n d T r a n s l a t i o n 商标翻译翻译
On Translating Methods of Numerals between Chinese and English中英数字的翻译方法翻译Literal and Free Translation in the Translation of Advertisement Headlines and Slogans 广告用语的直译和意译翻译
O n t h e T r a n s l a t i o n o f C h i n e s e T r a d e M a r k i n t o E n g l i s h 中文商标的英译翻译
C u l t u r e
ABriefStudyonTranslationofBrandNames简论商标翻译
A Brief Study on Translation of Brand
Names
Contents
Abstract ........................................................................... 错误!未定义书签。
摘要..................................................................................................................... .. (2)
Introduction (3)
ChapterⅠ. Common Methods of The Translation of Brand Names (4)
1.1 Literal
translation (4)
1.2 Free
translation............................................................................................
5
1.3
Transliteration......................................................................................
(6)
ChapterⅡ. Factors that Influence the Translation (6)
2.1 Cultural factors (6)
翻译论文选题方向汇总
The Characteristics of Athletic English and Its Translation
体育英语的特点及翻译翻译
The Semantic Contrast of Color Words between English and Chinese and their Translation
中英颜色词的语义对比及翻译翻译
Chinese Reduplicated Words and their Translation into English
汉语叠词及其英译翻译
Brand Translation
商标翻译翻译
On Translating Methods of Numerals between Chinese and English中英数字的翻译方法翻译
Literal and Free Translation in the Translation of Advertisement Headlines and Slogans
广告用语的直译和意译翻译
On the Translation of Chinese Trade Mark into English
中文商标的英译翻译
Culture Differences and Translation
文化差异和翻译翻译
Charactecistics and Translation of Adventisement
广告英语的特征及其翻译翻译
Principles and Methods on Brand-Translation
商标翻译的原则和方法翻译
Brand name translation
Translation skills
意译法是指把原商标词的实际意思翻译成意义相同或 相近的目的语，在进行意译的时候，要注意挖掘原商标、 品牌的内涵，在原语的基础上找出最准确、优美的商标 词。例如：Bluebird 蓝鸟（汽车），Blue Ribbon蓝带 (啤 酒)，Apple苹果（计算机），Camel骆驼（皮鞋）， Crocodile 鳄鱼 (皮具)，Shell 壳牌（润滑油）， American Standard 美标（洁具），Tiger 虎牌（运动 鞋），Good Companion 良友（香烟），Playboy花花公 子（服饰），OMO 奥妙（洗衣粉）等等。
Translation principles
4.Pay attention to cultural differences, consistent with the cultural custom(注重文化差异，符合文 化习俗)
中国的传统文化中，吉祥如意是颇具特色的一个重要组 成部分。所以，在英文商标汉译的时候，应多使用一些 诸如 “吉”、“利”、“喜”、“祥”、“福”、 “安”、“康”、“百”等喜庆吉祥的字眼.
The source of the brand name
4、臆造词。根据一定的意图，借助某种构成法或完全 按照主观臆想，凭空杜撰一些新词也是一种常见的品 牌命名方式，如：Kodak（柯达），让人联想到按下快 门的一瞬，具有动感的声音；Haier（海尔）与higher 谐音，意为更高更好的；Supor（苏泊尔）与super谐 音，意为极好的
CC专属 Functional Equivalence Theory to Translation of Brand Name奈达功能对等理论在商标翻译中的运用
3. Vocative Function
• Vocative function means the brand names must be
easy to pronounce and to remember so as to make a deep impression for the consumers and make a purchase. This function should be put in the first place in a market-oriented economy.
• 我们将从奈达的功能对等角度下分析品牌名称翻译 的原则、技巧以及具体案例的应用，从而掌握功能 对等理论下的品牌名称的翻译，为世界的经济发展 作出贡献。
Page 3
Translation of Brand Name
• A. Definition of Brand Names • Brand name, referring to the vocative part of a trademark, is a symbol that makes a distinction among the tremendous products and serves, aiming at promoting the commodities. • Nowadays, a lot of people feel puzzled about the differences between brand names and brand marks and even some people think that brand names are equal to brand marks. • In order to help people to tell them clearly, the differences between them will be distinguished. So called brand mark is made up by images and words, while, brand names refer to words only, consisting in some letters.
广告英语品牌翻译
Maintain brand image consistency
During the translation process, it is important to ensure that the brand image is consistently reflected in the target language and to maintain the transmission of core brand values.
02
The core principles of advertising English brand translation
Fidelity Rule
Faithful original information
In advertising English brand translation, the primary principle is to be faithful to the original information. This means that the translation should accurately convey the original meaning of the brand name, advertising slogan, and other related information, avoiding ambiguity or misunderstanding.
英语专业毕业论文选题
英语专业非常非常棒的论题（经典收藏）
2010-04-19 10:28
关于各个方面的英语专业所需要的经典论题，仅供参考！
Ⅰ. 英语教学Ⅱ. 英语语言及文化Ⅲ. 英汉翻译Ⅳ. 英美文学及其它
Ⅰ. 英语教学
1. A Study of the Development of English Language Teaching Methodologies
2. The Application of Cooperative Learning Theory in Senior High School English Reading Teaching
3. Interaction in Oral English Teaching
4. On Developing English Reading Skills
5. The Strategies of Topic Controlling in Spoken English
6. Communicative Competence and Focused Task-based Teaching Approach
7. Error Analysis and English Teaching
8. On Developing English Reading Skills
9. Interaction in Oral English Teaching
10. Role-play in English Teaching
11. Cultural Teaching in English in Middle School
英语翻译品牌案例
共三篇。
1、从功能主义目的论看服装商标品牌的翻译
Take a Hong Kong’s brand name ”B.CHOW”(比俏) as an example, the Chinese version is an outstanding one, because it vividly describes the mood of “wang to be more charming than others”, on think of this, the brand name becomes unforgettable forever. And there are also many other good brand names which are so fresh and striking that people can not forget them from the first sight, such as “PLAYBOY(花花公子)”,”ROMANKING(罗马帝王)”,”与狼共舞”,etc.
There is brand name called GROUND SHOW(阁孄秀), which is a fantabulous translation from English to Chinese, it takes both the sound and meaning into consideration and all the three Chinese characters are elegant words in Chinese language, thus the brand name can attract more customer. Other examples are”香舍尔”, “千黛百合”, “UGE(依梦)”.
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ON TRANSLA TION OF BRAND NAMES
浅谈品牌翻译
A thesis paper submitted in partial fulfillment of the requirements
For the degree of
Bachelor of Arts in English
ABSTRACT
The 21st century is the age of economic globalization. The export and import of domestic and overseas products become much more frequent. Therefore the translation of brand names shows its great importance in helping the transnational companies to open new markets on foreign lands. A successful version will, to a large extent, improve the brand image among customers. Though many companies have realized the significance of brand name translation, some problems still exist today like abusing pinyin, over-complexity and neglecting cultural association. To avoid these mistakes, translators are required to get familiar with the basic theories in translating brand names. Generally speaking, there hasn’t been systematic study on translation of brand names. But some scholars like Nida and Newmark have ever established their theories in this area. On the basis of their theories, some main translating methods are introduced in this article. They are transliteration, literal translation, free translation, combining transliteration and free translation, and transference. All of them have their own advantages and disadvantages, so translators should make cautious use of them when translating brand names. To reflect the best effect of advertising, the translation should stick to principles of concision, equivalence and association. At last, the conclusion is reached that the standard of how good the translation is lies in how successfully the version achieves the advertising function. So with the purpose of attracting customers, translators should produce the most suitable versions by studying customers’ psychology and aesthetic appreciation.
Key Words: Globalization, functionalism, problems, practical translation, equivalence
摘要
二十一世纪是全球经济一体化的时代，国内外商品的进出口日益频繁。因此，对于跨国公司而言，品牌翻译在开发国外新市场上起着举足轻重的作用。而一个成功的翻译可以在很大程度上帮助公司提升其在消费者心目中的品牌形象。虽然许多公司已经意识到了品牌翻译的重要性，但是如今的品牌翻译还是存在着很多问题，比如说过分依赖拼音翻译，过于复杂拗口以及忽略文化联想。为了避免出现这些错误，译者因当先熟悉一些基础的翻译理论。总体而言，迄今为止还未有针对品牌翻译的系统研究。但一些象奈达和纽马克的学者曾提出过相关的理论。从而在他们的理论基础上，本文将介绍五种主要的品牌翻译方法。这些方法有其各自的优势与缺点，所以译者因当谨慎选择适当的翻译方法。而为了充分发挥品牌的广告效应，译文应当遵循简洁，等价以及联想。最后得出结论，品牌翻译优劣取决于译文是否充分发挥了品牌的广告功能。因此，本着吸引顾客的目的，译者应当通过研究顾客的心理与审美来制定最佳的译本。
关键词：全球一体化，问题,功能论，实用翻译，等价
TABLE OF CONTENTS
1. Introduction (1)
2. The Existing Problems in Translation of Brand Names (1)
2.1 Excessive Dependence on Pinyin (1)
2.2 Over-complexity (2)
2.3 Neglecting Cultural Association (2)
3.Basic theories (3)
.
4. Methods of Translating Brand names (4)
4.1 Transliteration (4)
4.2 Literal Translation (5)
4.3 Free Translation (6)
4.4 Combining Transliteration and Free Translation (6)
4.5 Transference (7)
5. Conclusion (8)
Bibliography (9)