商标翻译技巧(英文)

A Touch On The Translation Of Trademark

Abstract: 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 factors

2.1basic factors of brand essence

Brand 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 factors

English 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 difference

In 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 skills

3.1transliteration

Transliteration 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 translation

Literal 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 transliteration

This 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 method