商标翻译技巧(英文)

A Touch On The Translation Of TrademarkAbstract: the trademark is a special language symbol, is the salient features of the concentration of goods are goods, the important part of the culture, is the enterprise participates in the international competition the powerful weapon. In the era of globalization today, a correct translation of trademarks to drive consumer identity, like players and even falls in love with a brand. Therefore, how to have the skills to trademark translation has become a relevant brand name translation, marketing professionals and related linguistic researchers in marketing theory and practice study one of the key subjects. This article from the trademark translation skills need to consider the factors influencing skills, methods, discuss the success stories of the trademark translation skills, corresponding author.Key words: brand; brand name; translation; transliteration; free translation; case; language and culture;1. introduction:Since China's accession to the WTO, many foreign enterprises and products into China, a large number of Chinese enterprises and products to the world, but not the right of brand name translation not only bring higher marketing costs, and loss of original meaning of brand products. How to have the skills to translate a correct and effective brand name? This paper from the following several aspects to carry on the corresponding author.e of the trademark translation consideration of several factors2.1basic factors of brand essenceBrand name is condensed name purport of advertising language, its fundamental purpose: attractive attention, interest, desire, a stimulus action. Specifically: first of all, successful trademark should be consistent with the nature of the goods. Secondly, a successful trademark should also pay attention to good head, full of symbolic meaning, make the person produces association. Finally, language should be concise, clear, image, GetWord, easy to remember.2.2 language - English trademark words difference factorsEnglish and Chinese trademark word is brief, readable, easy to remember, and consumer interest in and appreciation of the character. However, due to the two languages of English and Chinese and the cultural differences between English and Chinese trademark words, also show a lot of differences, only when the translator is realized between the language and cultural differences, flexible, can make the trademark and trademark words play an equal effectiveness.2.3- English and Chinese cultural differences and cultural factors.Sociologist thinks, trademark is an expression of culture and communication tools, the translation of trademarks is the original language ( Source Language ) trademark translation into the target language ( Target Language ) trademark. In the English translation of trademarks, should fully realize and understand Chinese and English, each country consumer digital, animal, flower color, pattern, preferences and taboo. The trademark translation and target language country customs and culture to adapt. Only in this way can the trademark translation will be the target language country welcome.2.4 English and Chinese aesthetic factors of aesthetic differenceIn the oriental culture philosophy, art and literary language is to pay attention to the psychological time and space, especially emphasis on logic logic. Therefore, China's trademark tradition is the attention to psychological pleasure and aesthetic appreciation, pay attention to ethical education and emotional expression, pay attention to interest high, deep meaning, the pursuit of beautiful words, elegant taste, Shuxiang overflowing, good luck and happiness to you. But in the western culture philosophy, art and literary language of pay attention to is the natural space, especially emphasis space, substance, fact of nature authenticity, this leads to the Western brand culture attaches importance to the true nature and sensual pleasure, emphasizes the function and practical value.3 .methods of trademark translation skills3.1transliterationTransliteration is in does not violate the language specification and does not cause error association under the premise, according to its pronunciation, the use of a trademark and voice to word translation method.3.2literal translationLiteral translation is in the process of translation, the word as the basic unit of translation, taking into account contextual constraints, to retain the original trademark meaning and structure, reproduction in the form of content and style, to maximize both obtained with the original trademark equal advertising effectiveness, and maintain the original trademark sense of beauty.3.3combined translation transliterationThis method of translation is usually part of a trademark use transliteration according to pronunciation translated, and the other part is added with a special meaning of the corresponding Chinese characters, which makes the whole translation vivid and more in line with local cultural characteristics.3.4other special translation methodPhoto Gallery: not all the English trademark can through transliteration and translation are the perfect Chinese trademark name, so the Business Companies will be based on their own product characteristics and function to create a new brand.Direct: the so-called direct use, is completely preserved English trademarks, does not add or change for chinese. Such as "IBM" for" International Business Machines" is ( International Busine Machines Corp ), but in China, people are usually called" IBM", and do not address its full name in chinese.4. (Result) discuss some successful cases of trademark translationThe translation of trade mark requirement is very high, it requires the translator fully grasp the product nature at the same time, need to write in ornate style, concise language, connotation is rich, Lenovo better. Can say, excellent translation of trademarks can be a single word of gold., a be overwhelmed with admiration for effect. The following translation of a trademark case I think is very successful, now this translation skills are discussed and summarized:4.1 Benz ( Mercedes) and BMW ( BMW ):both are world famous automobile brand, although they themselves are meaningless, but its translation " Benz" but rich in meaning, both expressive and reflects the property of commodity. " Benz" and" Benz" in the voice of two is a homonym, so easy to link them together; semantically, also felt the car like a horse, horse galloping is inevitable. And" BMW" the Chinese translation for" BMW", showing the brand automobile distinguished and fun to drive. Visible, the two in China was very respected car brand translation reflects translators have great originality, become the trademark translation free translation legend.4.2 Coca-Cola ( Coca Cola ):" Cocacola, translated as" Coca Cola" combination". This is not only the continuation of the" Cocacola " English pronunciation, but also add the Chinese" delicious" and" happy" meaning, rhythm, musical, it will also have a taste of the beverage happy feeling, through the translation of the two different kinds of culture together. In addition, Coca Cola in the sound, meaning two respects to a proper extent reflects the beverage attributes, it gives people the message that:" thirst refreshing, an endless enjoyment". Although" Coca Cola" relative to the" Cocacola" and no special significance, but Chinese is sublimation of English, become a trademark in the English-Chinese translation of classic.4.3 Revlon ( Revlon ): the United States makeup brand" Revlon" is transliterated into" Revlon", this word is taken from the Chinese Ancient Poetry:" cloud would like to dress flower like spring breeze, a Revlon; if not groups of Y ushan head to see, pyoi gyon1." This kind of sound meaning both translation satisfy both sides, is faithful to the original and does not adhere rigidly to the original, to the Chinese consumers left a beautiful and impressive, and sales increase.5. conclusions:From the above study of brand name trademark translation skills of exposition, theory circle and practice circle on trademark translation research awareness and constantly improve and deepen stage by stage, we can on the existing brand name trademark translation skills learning experience, the theory and practice to provide guidance for future foundation. Trademark translation should be good at estimating the consumer psychology, to fully respect differentcultural background and cultural differences, to avoid cultural conflicts, to follow the equivalent translation theory, using the most appropriate translation skills, the right of presentation to the target consumers, in line with consumer psychology, aesthetic taste, so that they would be happy accept.Therefore, in-depth study of grasp and make good use of the trademark translation skills to make world famous brand goods essential to a nation, but also the promotion of culture hasfar-reaching significance.6. References:[1] 李贵升. 论商标的翻译[J].中国：中国科技翻译，1996.[2]史宽. 商标翻译中的一种时髦[J].佛山：佛山科技技术学院学报，1996.[3] Crystal,D,1983,The English Language, Penguin.[4]郭尚兴．论商标的确立与翻译——商标的翻译原则与技巧．中国科技翻译，1995(8)：28—31．[5] Bolinger,Dwight,1984,Language-The Loaded Weapon,Longman.[6] 胡开宝.商品名称的美学特征与英语商品名称的翻译[J].中国翻译，2000（5）[7]任荣．从语言的经济价值角度谈英文商标词的设计原则．外语教学，2002，(5)．[8] 吕和发．全球化与老字号译名．中国科技翻译，2009，(1)．。