商标翻译的定性研究 英语论文
商标名称翻译探讨性论文（共5则）
商标名称翻译探讨性论文（共5则）第一篇：商标名称翻译探讨性论文一、经济的全球化意味着商标的国际化。
驰名商标不仅仅是一个符号，而是代表着企业的国际形象，成为企业的无形资产和巨大财富。
在现代经济社会，为了开拓海外市场，越来越多的企业在关注自己商标名称的翻译问题。
本文拟就商标本身的特点及其翻译进行探讨，以期对企业有所帮助。
二、商标名称的特点作为产品的标志，新颖醒目的商标具有对商品定位和促销的功能。
如果我们仔细分析中外成功的商标名称，我们可以总结出如下特征：1.发音朗朗上口，形式简单易记语言表达本身就应当提倡音美、意美、形美，而商标名称在这方面更有讲究。
好的商标应做到发音平仄相同，顺畅自然，形式新颖而便于记忆。
例如Reebok运动服，其商标名称只有两个音节，发音干脆利落，象征着运动健儿潇洒健美的动作，其中文翻译“锐步”同样简单易记，很容易让人联想起运动员快捷的步伐。
类似的商标还有“海信”、“永久”、“Bluebird”、“Marlboro”等等。
2.暗示商标本身的特性许多商标名称与产品本身的特征有着或多或少的联系，这往往可以从隐含的意义上看出来。
例如“京客隆”，首先它标明了公司总部在首都，其次又通过“客隆”暗示其服务性行业的性质，只有顾客多了才会兴隆。
再如“Ivory”牌肥皂，它隐含着其产品的高纯度，以及能够使衣物清洁如初，如同“象牙”的品质。
3.具有象征意义和审美意义成功的商标除了具有一定的信息价值外，还具有丰富的象征意义，给人以美的享受，因而也起到促进经营的作用。
例如Crown轿车，其商标本身就象征着雍荣华贵，如同“皇冠”一样具有皇家气派。
再如某眼镜厂的商标OIC，三个英文字母连起来形似一副眼镜，而发音又接近“Oh,Isee”可谓形意兼备，精妙绝伦，给人以愉悦的享受。
三、商标翻译的常用方法商标名称的翻译并非语言符号之间的简单转换，而是要反映商标本身“短小精悍”的特征，翻译中要兼顾语言文化差异、符合目标客户的审美心理，实现既定的品牌功能。
浅析英文商标翻译原则及方法论文范本
毕业设计（论文）设计（论文）题目:浅析英文商标的翻译原则和方法系部：专业班级：学生姓名：指导老师：系主任：评阅人：二○○九年六月应用外语系2009届毕业论文开题报告说明：开题报告作为毕业设计（论文）评审答辩委员会对学生参与毕业设计（论文）评审答辩资格审查的依据材料之一，此报告应在指导老师指导下由学生填写，将作为毕业设计（论文）成绩考查的重要依据，经指导老师签署意见及教研室审查后生效。
浅析英文商标的翻译原则与方法商务英语*****班 **摘要：在经济全球化的格局下，商标对产品的影响力也愈来愈大。
本文根据商标的翻译原则提供一些商标的翻译方法。
关键词：英文商标翻译原则方法Translation principle and method of English Trademark Name Abstract:Under the situation of economic globalization, trademark is more and moreimportant in business area. This paper will show the translation method as per thetranslation principle.Key Words:English trademark, Translation principle, Translation method前言随着我国市场经济的飞速发展，经济全球化的日益增长。
在国内，为了开阔市场，越来越多的商家把目标瞄准了国外市场。
同时，国外的众多国际品牌，也不约而同的向中国市场靠拢。
自然，商品名称的翻译在激烈的市场竞争中的重要性就显而易见了。
但是，由于文化、语言的差异，把商标从一种语言，特别是不同的文化转换为另一种语言，为另一种文化理解，并且要能保存其原有的风格，韵味及内涵，就并非一件容易的事情。
因此 ,随着中外产品交流的不断深入 ,商品商标的翻译问题不可避免地出现了。
商标翻译英文论文
商标翻译英文论文谈中英文商标广告命名翻译技巧[摘要] 中英文商标广告作为一种文化现象，广泛存在于社会生活中，商标的命名翻译是否巧妙对企业产品的宣传、推销、美化人们的生活起着重要的作用。
本文结合大量实例，从中英文商标命名翻译中所表现的语言特点、文化内涵、修辞手法、翻译原则等做以探讨。
[关键词] 商标命名文化内涵翻译技巧随着经济全球化的发展，国际间商务交往活动日益增多，广告业发展日新月异，为推销产品，厂商采用多种表现形式，如报刊、广播、电视，以及音乐、美术等大众媒介，扩大宣传力度。
在代表产品名称的商标命名与翻译中，一个国家民族独特的文化特征、美学观念、文字表达、图案色彩等体现得尤为明显，因此，能否选择巧妙的表达形式，是避免产品广告淹没在众多信息中的关键。
一、中英文商标广告的语言特点在商标广告的变化发展中，语言则是其最具表现力的手段。
因为当人们将某种商品向他人推荐时，更多地是用语言表达，广告语言不只是单纯的商业语言，而是集文学、美学、心理学、广告学、市场营销学和消费行为学等学科为一体的鼓动性艺术语言loadedartistic language。
作为广告英语，经过长期的发展，已逐步从英语家族中脱颖而出，形成了独特的修辞手段，在遣词造句上标新立异，文字简洁,措辞独特。
在语法上打破条条框框，力求达到注意价值和记忆价值的目的。
与一般言语行为相比，广告语最大的特点是具有更突出的劝导倾向，更鲜明的鼓动意图――推销产品。
广告英语作为一种应用语言，因其所具有的特殊效用，已逐渐从普通英语中独立出来而发展成非规范化的专用语言，并具有如下特点:1.趋向具体化即把商品名与某一具体的人、物、概念结合起来。
接受者能通过广告设计的画面或形象，接受具体清晰的信息，例如，大宝DABAO，小护士Mini-nurse，娃哈哈WAHAHA，健力宝JIANLIBAO，康威KANGWEI，宝马BMW等。
2.趋向抽象化即模糊商品的概念，使接受者在给定的意境中，充分调动视觉，听觉，味觉，甚至嗅觉器官，展开联想，从而达到接受信息的目的。
英语论文-文化差异中的商标翻译
文化差异中的商标翻译【Abstract】A brand is shown by a name , a word , a sign , a symbol , a design or a combination of them. It is intended to identify the products or services of one seller or group of sellers and to differentiate them from those of competitors. Brand-naming itself represents a strategically important issue and may determine the success or failure of a product. A good brand name can also save millions of dollars over the product's life because it carries its own meaning, describes the product's advantages, and differentiates the product significantly from its competitors. By reading the brand names , it is easy to tell the products from one to the other and to know the characters of products . For the good brand has the functions of distinguishing, providing information of products and being symbol of credit , the good brand has a good advertisement for the product and help to take in a larger market .With the globalization of world economy, especially with China‟s entry into the World Trade Organization, more and more people in China have realized the importance of good brand names and international brand names in promoting sales and cultivating markets. It is therefore not only necessary but also urgent to study on brand names and the brand translation upgrade to a new level . The main obstacle of brand translation is the different cultures . The cultural differences are represented by the forms of language . Due to the fact that brands are mainly described by language , there are some difficulties in the brand translation . Then , in this paper , apart from some general knowledge about brands, the cultural differences between English and Chinese brands are shown and some mistranslations are given . What is more, in order to avoid the cultural conflicts in translation, some common skills (including Transliteration, Semantic Translation and Trans-semantic Translation) and some creative skills (Effectiveness Translation, Character Translation, Approximation Translation and Elegance Translation ) are provided . And at the end of the paper , some general principles of brand translation are given for a good brand translation . 【Key Words】brands; culture differences ; translation ; skills【摘要】商标是商品和商业服务的标记．它是指商品生产者、经营者、服务提供者为了使自己生产、销售的商品或提供的服务,在市场上与其他商品或服务相区别而使用的一种标记。
目的论视角下英文商标汉译研究Analysis of Chinese Translation of T
目的论视角下英文商标汉译研究Analysis of Chinese Translation of Trademark Based on Skopostheorie 5.1 The Fulfilled of SkoposIn order to know how to complete the translation of English trademarks, we must first understand the purpose of English trademarks. English trademarks are often known for their good quality and satisfactory after-sales service. A good brand helps to increase product visibility, prompting consumers to choose the brand's products. In short, the biggest purpose of English trademarks is to establish a good image and stimulate consumers' desire to promote the development of the company. In order to familiarize local consumers with their trademarks, English trademarks mostly choose to translate the trademark into the local language. Usually, the brand owner searches for the translator for translating trademark. The business owner may give the translator a translation summary, which introduces the target consumer, product positioning, product name and other information. The translator translates the trademark based on these information. This newly-produced brand is expected to be functional, so it can only achieve its purpose when accepted by consumers in the Chinese market. The purpose of translation requires translators to do everything possible to make the translation of trademarks popular with target consumers and to cause their desire to buy. If the translated trademark name does not leave a positive impression, or even a negative impression, it is considered an unsuccessful translation. At this point, the initiator either asks the translator to do it again, or find another translator to re-translate. The main purpose of trademark translation is to achieve the expected function of the trademark in China. The uniqueness of trademarks is the main consideration when registering trademarks. Similarly, the distinctiveness and innovation of trademark translation is an important factor for consumers to distinguish similar products.5.1.1 The Informative of Translated TrademarkTrademark is mainly to provide information to potential consumers through advertising and then makes profits. The choice of these consumers will directly affect the performance of the company. This paper raised this question in order to cause the translator to notice that regardless of the amount of information on the originaltrademark, and the translated trademark must have a rich meaning, allowing consumers to understand the product in the shortest possible time, such as the characteristics of the company's services and products. At the same time, the translator should abide by the coherent rules in the discourse, the principle of coherence between texts and the principle of faithfulness. This paper uses some famous British trademark translation cases to illustrate the importance of these rules. For example, Coca-Cola used to be translated into “蝌蚪啃蜡”. This translation violates the Skopostheorie, because the target consumers can infer the true information of the product through this trademark. It is even misleading and completely deviates from the function of the trademark. This translation also violates the coherent rules in the text because the drink cannot be linked to the wax. Customers who see such a trademark will not have any desire to buy. The current translation, “可口可乐”, meets Skopostheorie，and tells consumers that the product is delicious, enjoyable, and consistent with the coherent rules of the discourse, because consumers can understand what the brand is about. Another example is the famous German car brand Benz. Initially it was translated into “彭斯”which made it not outstanding in the market. After that, this strange name was replaced by “奔驰”, and it was a hit. The translation of “彭斯”violates the teleology because it cannot effectively transmit information to the target recipient. Secondly, the word pronunciation is similar to the death in Chinese. It is the most taboo thing in the translation of the vehicle trademark, so it violates the coherence in the text .5.1.2 The Aesthetic Value of Translated Brand NameAs a special language for advertising and marketing, trademarks are most expected to achieve a sense of beauty in the hearts of consumers, leaving a positive impression. This is even more important for those cosmetic labels. Sometimes the original trademark does not have any aesthetic sense, and the translator must use his talents to polish and make it beautiful. An example is the US shampoo brand “ head & shoulders”. The translation of “海飞丝” is recognized as a very successful translation. The reason for its success is that it first meets the rules of teleology, that is thetranslation of “海飞丝” reflects people's need for shampoo. Secondly, it conforms to the coherent rules in discourse, because Chinese consumers can not only understand it, but also understand the beauty of Chinese translation. The Chinese character means “silk flying over the ocean”just like clean shiny hair. Third, this translation is consistent with the coherent rules of discourse because its pronunciation is similar to the original English brand. In short, “海飞丝”, in accordance with the rules of purpose and its two subordinate rules, everyone believes that it has completed the purpose of the brand and created a sense of beauty among the target consumers. Another example is the cosmetics brand Estee Lauder“雅诗兰黛”, which is based in the United States and entered the Chinese market in 1993. The company's goal is to be a world-class product that helps women look young, confident and glamorous. Estee Lauder is the name of its founder, its translation “雅诗兰黛”means elegance, poet, orchid and make-up, and the image of romantic elegance appears in the minds of Chinese consumers. The aesthetic function inspires consumers to purchase its products. Obviously, the brand's goal has been achieved through translation. The translation is also consistent with the coherent rules in the text, and Chinese consumers can feel the elegance and superiority of this makeup brand. In addition, the translation conforms to the coherent rules of discourse because its pronunciation is similar to the original.5.2 Principles Adopted in Chinese Translation of Trademark5.2.1 Attribute Relevance PrincipleAccording to the MSG (Management Study Guide) research, the trademark symbolizes the basic nature of the product, which highlights the physical and individual characteristics of the product. Trademarks also help create brand identity. Skopos theory is the most important theory in trademark translation. It determines the brand characteristics of the translated trademark and the meaning it needs to convey. The ultimate goal is to convince potential customers to purchase the product. The principle of attribute association requires that the translated trademarks enable consumers to associate the brand with impressions of high quality, good service and good reputation, so that customers will buy the product sooner or later. Pavlov's experiment can explain this principle very well. In his experiments, when the doghears the ringtone, it will drool, because they know that there will be meat immediately. Therefore, in the principle of attribute relevance, the translated trademarks should be such that the customer wants to buy the product as soon as he hears the trademark. How we can make a translated trademark famous is a question that requires both the translator and the translator to think together. A successful English trademark translation must not only have a literal meaning, but also be symbolic. Because Chinese is an ideogram, the translated trademarks should sound similar to the original one. That is, the best translated trademark is not only similar to the pronunciation of the original English trademark, but also makes Chinese sound good. The British insurance company "prudential" was translated as “保诚”, and Chinese means protection and sincerity. The translation can tell the customer that the company's insurance business also means that the company will serve customers wholeheartedly. From the perspective of Skopostheorie, “Prudential” first benefits the insurance company to establish a trustworthy image and contribute to the expansion of its business in China. Secondly, it achieves the purpose of conveying positive meaning and is easily accepted and understood by customers. Thirdly, it conforms to the coherent rules of discourse because its pronunciation is similar to the original trademark name, making it easy to associate with the corresponding British brand. Another successful example is the translation of “Johnson & Johnson”,translated as “强生”, which means strengthening for life. From the perspective of Skopostheorie, the translation of this trademark is first in line with the internal consistency rules of the text, because the term “Johnson & Johnson” means that the company's products can improve people's health, and health is the most question people concern. Otherwise, its pronunciation is similar to the original name. Another English trademark "tide" is translated into “汰渍”, which expresses the characteristics of the product well and conforms to the principle of attribute relevance. The brand will associate it with washing powder, in line with the principle of coherence between texts, and of course its pronunciation is similar to the original trademark.5.2.2 Culture Awareness PrincipleBruce Davis Keillor (2007: 94) believes that the language of a country canreflect the culture of that country, show the history of the country, and reveal the way of life and thinking of the people of the country. Translating foreign trademarks is a cross-cultural act, so it is necessary to fully consider the differences between English culture and Chinese culture so that the translation of trademarks can be accepted by local people. This principle of cultural consciousness stems from the coherent rules in discourse, in order to ensure that the recipient of the translated language fully understand the meaning of the translated trademark. Therefore, the translator should fully understand the values of Chinese recipients, including China's social habits, politics and history, and also need to understand the basic expectations of consumers. If the translated trademark does not conform to Chinese culture, it may negatively affect the sales of the corresponding products.For example, the translation of “百事可乐”, the Chinese people like things to go smoothly, and “百事可乐”reflects this characteristic, fully reflects the Chinese culture. At the same time, Coke is also reflected in the translation, indicating that it is a drink, “百事可乐”achieves functional description and cultural expression.5.2.3 Memorability PrincipleThe memory of a trademark can reflect the identity of the trademark. When people remember the trademark, they are more likely to be ready to buy a product or service. The human brain is like a machine that analyzes different information every day. The trademarks are more likely to be accepted by making it easier for customers to remember. Gunter, a Canadian brand strategy consultant, said that good brands that people like to have in their brains usually have the following four characteristics: short; a good trademark preferably has only two syllables. Translated trademarks should also follow this rule. According to the observation, the Chinese trademark should be less than four characters, because if it exceeds four characters, the customer will have a hard time to remember. Second is particularity, if a trademark is different from any others, the consumer's brain will redouble its efforts to remember it. Trademark owners want to create a recognized trademark, so a strong memory brand is crucial. The translation of Kodak and Exxon(柯达和埃克森)are two good examples. These two translated trademarks, different, unique and simple, are subjectto this rule. The third is meaningful; Trademarks can be better remembered when trademarks enable consumers to connect their images with their products. What is different from English is that Chinese is a phonological ideogram. If the translation of the trademark is only to pass the sound to the target recipient, it does not make much sense. A good translation of a good English trademark requires both the pronunciation to be similar to the original one and the positive meaning. The translations of many well-known trademarks such as Pampers, Tide and Goldlion (帮宝适,汰渍,金利来) have done this. The last is feeling emotionally. Scientists have shown that good emotions can help enhance memory. Therefore, any name that can cause emotions is easier to remember. The above examples are all trademarks with emotions. The trademark Unilevel translated into “联合利华”, means to gather together and benefit China, which caters to the patriotic sentiments of Chinese consumers, so they may be more willing to buy it.5.3 Strategies for Chinese Translation of Trademark5.3.1 Major Translation StrategiesSkopostheorie believes that the purpose of translation determines the translation behavior and the translation strategy adopted. The main purpose of the Chinese translation of English trademark is to provide customers with product information, to arouse their interest in the product and to convince them to buy. The translation of English trademarks should strictly abide by this purpose and adopt strategic translations such as transliteration and literal translation.5.3.2TransliterationWiktionary believes that transliteration means finding similar words in the target language based on the letters or word pronunciations in the words, which means better words. It is divided into complete transliteration and homonym.Complete transliteration refers to the translation of words in the target language that are similar to the original words. The use of full transliteration usually has the following conditions. First, the English brand name is not the English proper name and does not have any specific meaning. For example, "Casio" is transliterated into“卡西欧” and "Audi" is transliterated into “奥迪”. Second, the English trademark is made up of coined words. For example, the Japanese film trademark "Codak" was transliterated into “柯达”, and Kodak was meaningless in Chinese. But the pronunciation of "Codak" is somewhat similar to the click sound of a camera, which can help customers to talk about the trademark and the product, and may even purchase the product. The third condition for transliteration is that the English trademark consists of common words. These common words can be translated verbatim, but the translated names do not conform to Chinese customs. For example, if the washing machine trademark "Sharp" is literally translated into "夏普" in Chinese, which sounds unrelated to the washing machine and can mislead consumers. Although the transliteration "夏普" is not a perfect translation, it is still better than “锋利”. The biggest advantage of using full transliteration is that it helps to preserve the phonological beauty of the original brand name, reflecting the true characteristics of the product or exotic. Some people love some high-end trademarks such as Cadillac (凯迪拉克), Hilton (希尔顿), and Rools Royce (劳斯莱斯). Although these Chinese translations are meaningless in Chinese, they cater to the psychology of some people who like Western brands. For them, buying and using foreign top brands symbolizes social status. In summary, it can still find that the fully transliterated trademarks also conform to the Skopostheorie rules, because these trademarks can stimulate consumers' desire to purchase. Of course, these trademark translations do not conform to the coherent rules in the text, because these translated Chinese have no meaning. Of course, the translator needs to pay attention when selecting the corresponding homophones. Words or phrases with negative meanings must be avoided. Some top luxury brands usually use full transliteration because their main customers are those who are wealthy. But for trademarks of common products, full transliteration is not an ideal choice, because these products need to cater to ordinary customers and face a lot of similar products. If foreign products cannot locate themselves in a unique and impressive way and the names are not easy to remember, then the company is likely to face market recession and huge economic losses.5.3.3 TransferenceTransference is another way to represent source text in the target language. These are composed of the initials of the full name, very short, easy to read and understand. The English trademarks that are remembered can be quickly recognized by Chinese consumers and there is no need to translate them into Chinese. The best choice at this time is transference. If the original trademark is simple, eye-catching, and can make a huge profit to the company without translation, you can use transference. Such trademarks were introduced to China without any change in form and pronunciation. For example, AT&T, CD (Christ Dior) and CK (Calvin Klein).5.3.4 Strategy SelectionWhen the translator receives the translation task from the initiator, the translator must use his own translation skills to complete the translation of the trademark in light of the actual situation.First, the decision to use literal translation depends on whether the corresponding Chinese words can be found in Chinese. If so, it is necessary to consider whether such translation can achieve the desired goal. If it is not possible to translate literally, the translator must try to choose a meaning-oriented homophone transliteration method. This translation is impressive and easily accepted by the target consumers. The translation translated by these methods is both practical and in line with the basic principles proposed in this paper. Regardless of the translation strategy used, it is necessary to achieve the purpose of the trademark, the translation strategy establish a good brand image and successfully persuade consumers to make purchases.。
浅析英语商标汉译原则与方法_外语翻译论文【精品论文】
浅析英语商标汉译原则与方法_外语翻译论文[摘要]随着中国对经济全球化的迅猛发展 ,中国与世界各国的商品交流也愈加广泛。
恰当的商标翻译成为商品打入国际市场不可或缺的一部分。
本文在结合社会背景,文化等因素后,归纳并总结了常见的商标翻译技巧及原则。
其中着重分析了音译、意译、直译、零翻译等几种常用翻译方法。
[关键词]商标翻译技巧原则商标作为商品的象征,是产品在广告宣传中的重要组成部分。
从某种层面上说,商标的好坏直接影响了消费者对该产品的购买欲。
当今社会中不难发现许多消费者拒绝购买某种产品,仅仅是因为消费者不喜欢该商标。
成功的商标在促进产品的销售方面发挥着极其重要的作用,商标的翻译更是不容小觑。
故如何把商标翻译好,如何适应消费者和文化发展的需求,如何采用更好的翻译方法让产品深入人心,为企业或国家带来巨大的经济效益。
因此,能否将产品的内涵传达出来是商标翻译中的关键。
一、商标翻译的原则由于环境、历史、经济、宗教等众多因素的不同导致中西方文化存在巨大差异,这些差异使得人们的思维方式、世界观、价值观各不相同。
笔者在此总结分析了上述例子的翻译方法后,对商标翻译原则稍作简述。
1.符合产品特性的原则陈振东对此有所论述,商品的特性是指商品不仅具有区别与另一类物质的基本构造,它还含有“流通性能”。
因而,在翻译过程中译者要把握商品的特性,从而促进消费者对产品的了解,并能快速通过商标的名称来了解产品的特性与功效。
例如,某品牌女装Hope Show被译为“红袖”,其中“袖”字即刻体现了该产品为服装类别,让消费者直截了当地记住其商品的种类,而“红”更将该品牌提升到一种喜庆祥和的感觉,同时也迎合了中国消费者的喜欢,使得产品更深度地体现它的特色。
2.简洁、方便记忆原则笔者认为,商标乃产品的无形资产,一个耳熟能详的名字对于商家而言举足轻重。
如今,家喻户晓的国际名牌“可口可乐”以其轻松,押韵的音节唤起中国人积极美好的心理情绪,都起来朗朗上口,增加了人们愉悦的想象,令人回味无穷。
商标英汉翻译问题与对策研究
are quite tongue-twisted in Chinese,especially for some consumers in the inland cities of China who have a tendency of mixing the initial consonant of‘N”up with ‘‘L”.
For example,“Goral’’is a trademark for a kind of fruit powder.It is transliterated as “荣叻”through the selection of the characters of“篥”(guo)and“叻”(1e).However,
4.3Problems in Transformation from the Cultural Dimension
According to Hu,‘‘adaptive transformation from the cultural dimension'’
meaning of the source trademark is aesthetically uncomfortable or culturally inharmonious,translator should avoid translating it mechanically through literal translation but replace the original image containing in the source trademark with a new one in Chinese and try to create the preferred hazy artistic conception realized through association.In this way,Chinese consumers’imagination will naturally be stimulated and their interest to explore the product or service will correspondingly be aroused.
英语论文-中英文商标的命名与翻译
中英文商标的命名与翻译中文摘要随着商品经济的高度发展和国际贸易的频繁往来，作为商品标志的商标的命名与翻译也就变得越来越重要和富于影响力。
在竞争激烈的市场上，商标即事业，商标关系到企业的形象、信誉、实力等一系列重要因素。
一个成功的商标译名对开拓国际市场、创造企业财富起着不可忽视的作用。
中英文商标作为一种文化现象，广泛地存在于社会生活中，对企业商品的宣传，推销，美化人们的生活，起着重要的作用，特别是，它如同一座桥梁，把东方与西方文化，企业，商品与消费者紧密相连。
本文从中西方文化差异的角度出发，通过对中英文商标实例的分析，概述商标词的来源、特征及其商标词翻译的原则，介绍了几种常用的商标翻译法，并就其中存在的一些问题进行了探讨。
关键词：商标；文化差异；翻译原则；翻译方法AbstractWith the highly developing of commodity economy and international trade, the translation of trademarks becomes increasingly important and influential in the economic life. In a competitive market, the trademark of a product is one of the key factors for a company to achieve success. It determines the image, credit and economic power of a company. A successful trademark plays a noticeable role in developing the international market and creating the enterprise wealth. As one kind of cultural phenomenon, Chinese and English trademarks, which widely exist in social life, plays an important role in the public awareness of the enterprise commodity, the sales promotion, beautifying people's life, and especially, it connects the eastern and the western culture, the enterprise, the commodity and the consumers closely. From the perspective of cultural differences, this article attempts to outline the word origin and the characteristic of trademarks as well as the translation principle, introduce several kinds of trademark translation methods, and meanwhile discusses the phenomenon of cultural error in trademark translation.Key words: trademark; cultural difference; translation principle; translation method一、中英文商标的命名商标作为企业商品的一个重要组成部分，代表商品的符号，并随着商品交流的扩大而声名远扬。
目的论视角下英文商标汉译研究Literature Review
目的论视角下英文商标汉译研究Literature ReviewIn Vermeer's (1987) Skopostheorie framework, one of the most important factors determining the purpose of translation is the audience, the intended recipient of the translation, who has their own cultural background knowledge, expectations for the translation and communicative needs. Each kind of translation refers to a certain audience, so translation is a text produced for a certain purpose and target audience in the target language situation. Vermeer believes that the original text is only a source of some or all information for the target audience. It can be seen that the position of the original text in teleology is obviously lower than that in equivalence.4.1 Research at HomeWhen translating trademarks. Wang Yiwei (2007) analyzed consumer psychological needs, cultural differences and business factors that affect trademark translation. Huang Weiping (2007) analyzed the automobile trademark translation and found that the sales status of the automobile is the only standard for evaluating the translation of automobile trademarks. He also pointed out that the information function and calling function of the original text should be reflected in the choice of translation and translation strategies.Xie Wei (2010) proposed some principles for translating foreign trademarks and reminded translators to pay attention to the influence of Chinese culture on foreign trademark translation. He believes that translators need to fully consider the Chinese way of thinking, language habits, values and cultural history, but also need to take into account the current political environment, so that translation work can be carried out smoothly. Zhang Jie (2010) distinguishes between teleology and functional equivalence. He believes that teleology is more suitable for Chinese translation of foreign trademarks than functional equivalence theory. She also mentioned that trademark translation is not an ordinary transcoding process. Translators need to consider the target consumers, characteristics, product positioning, etc.4.2 Research AbroadSkopostheorie is the most important theory in functionalist translation theory.This is the first time that the famous German translator Han Weimir (1987)put forward in his general theory of translation. It is based on the research of Catherine Rice(1986), the founder of functionalist translation theory. According to this theory, translation is a communicative language and a non-linguistic symbol. Skopostheorie holds that translation is a purposeful human activity centered on reader culture and reader culture. Therefore, it allows translators of trademark advertisements to explore new ways to achieve their translation purposes. It does not attach much importance to formal equivalence, but strongly advocates appropriate improvement or transformation. There are three principles in teleology, namely, the law of purpose, the law of coherence and the law of faithfulness. In Vermeer, Hans's opinion(1989), Skopostheorie holds that in specific translation activities, the source text should be regarded as one of the various kinds of information used by the translator, and the translator should extract from the source text what he thinks fit the communicative function of the target text. The purpose of translation is always at the top of the list. The principle of coherence is that translation should conform to the criterion of "intralingual coherence". That is to say, the target language text should be understood by the audience and be meaningful in the communicative environment and culture of the target language. Only when the target language audience thinks that translation is suitable for their cultural environment can they achieve the goal of intercultural communication. The principle of faithfulness means that the translation should conform to the criterion of "interlingual coherence". That is to say, translation should be related to the original text and be faithful to it. As for faithfulness, it depends on the translator's understanding of the source text and the purpose of translation.Through the study of English trademark translation from the perspective of Skopostheorie at home and abroad, and further analysis of the concept and composition of English trademark, the author finds that Skopostheorie is a very practical theory to guide English trademark translation. Firstly, compared with functional equivalence theory, skopos theory pays more attention to the target text rather than the source text, which is of great significance in the Chinese translation of trademarks. Because the target text of this paper directly affects customers, itdetermines the establishment of corporate image in the hearts of customers. So Skopostheorie is a very effective criterion for evaluating trademark translation.。
英文商标翻译论文
英文商标翻译论文1.英文商标翻译的策略音译商标翻译过程中，音译是一种不可忽视的手段，具有极强的普遍性。
音译是指在不背离“汉语语言规范和不引起错误联想或误解的条件下，按照原商标名称的发音，找到与之语音相近的汉语字词进行翻译。
其优点是简单易行，译文有异国情调，可使产品具有一定吸引力。
音译又分为：纯音译﹑谐音译和省音译。
纯音译纯音译即根据英文的读音逐字地用相近发音的汉字进行匹配的翻译。
主要适用于专有名词，如：人名商标和地名商标。
这种翻译法是商标在译为中文时，因无法找到相应的汉语表达而不得不采用的翻译方法。
人名商标有些商标是姓氏构成的，如：Hoover(胡佛)真空吸尘器，是源于生产商WilliamHenryHoover的姓氏；Rael-Brook(雷尔-布鲁克)男装，是源于公司创始人的姓氏。
有些商标是人的全名，如：WaltDisney(沃尔特·迪斯尼)制片公司，是根据公司创始人WaltDisney的姓名而定；PierreCardin(皮尔·卡丹)时装，是根据该时装的制造者PierreCardin的姓名而定；“benz”品牌最早含义是卡尔本茨的姓，根据译音，在中国翻译成“奔驰”。
地名商标Santana(桑塔纳)轿车，SanTana原是美国加利福尼亚洲一座山谷的名称；Nokia(诺基亚)手机是根据芬兰北部一座名为Nokia的小镇命名的。
谐音译这种译法是以音为引子，经常是在纯音译的基础上改动个别字眼，这些字眼与原商标读音谐音，改动后的音译商标又结合产品特征。
例如：为纪念航空公司创始人WillianEdwardBoeing人们以其姓氏确定的商标Boeing，译作“博音”，但作为商标，译者改用谐音“波音”，这就可以使人们对这类超音速飞机产生无尽的遐想。
省音译省音译是根据中国人的审美习惯，双音节和三音节的商标更能令人过目不忘，有些英文商标单词较长音节较多，如果逐字翻译，读起来拗口且不便记忆，可采用省音译来简化。
英语专业论文 商标翻译研究
1. IntroductionNowadays, trademarks can be seen everywhere, such as in the packages of foods, clothes and so on. With the development of international trading and communication, the translation of trademark will play a more and more important role in international trading. Proper trademark translation will bring good effects, such as economic benefits, and corporation image. A proper translated trademark can promote sales; enhance the brand-effect and so on. In a word, a proper translated trademark can help the producer to gain an advanced position in international competition. So, it is quite necessary for us to study the methods of trademark translation.Trademark translation has a relatively short history.1.1.History of Trademark TranslationThe translation of trademark is respectively a new area. In 19th century, the modern trademark system was founded in most European countries successively. France is the first country to establish the Registration of Trademarks System, because it published a code of laws, which affirmed the protection of rights of trademarks in 1804. Before the 1980s, natural economy and Isolation Policy had prevailed in a very long time in China, so there are hardly works to introduce trademark. Until 1904, Qing Dynasty promulgated a trademark law because of Western imperialists’intimidation and pressure. It was a sign that the trademark came into effect in China.Since the 1980s, trademark translation becomes a heated topic and draws more and more people’s attention with the deepening of China’s reform and opening policy. In 2000s, with the development of global economy, the communications among different countries become more and more frequently. In other words, trademark translation is flourishing in modern times. Now, lots of corporations and translators pay keen attention to the trademark translation, because trademarks play a decisive role in exploring markets, seizing markets and setting up brand image. Therefore, trademark translation is not an innovation, but its developmental history is also not very long.And a proper translated trademark has some characteristics. Generally, aproper translated trademark should be a reflection of the product; and a proper should pronounce and spell easily, and be easy to remember and recognize; over all, a proper translated trademark should be distinctive and can covey the connotation correctly.1.2.Characteristics of a Good TrademarkFirstly, a proper translated trademark should suggest something about the products' characteristics--its benefits, use or action.Secondly, be easy, simple and clear to spell, pronounce and recognize. This characteristic can enhance trademark. Trademarks are usually short and easy in form, because thus can decrease the customer s’ efforts to recognize. Short names can facilitate recall because they are easy to remember and store in memory.Thirdly, a proper translated trademark should be distinctive. Although a trademark should be simple in form and pronunciation, a trademark should by all means be distinctive. The distinctiveness is inherent function of a trademark, which can help customers tell one product from the other easily in the market. In our daily life, it is common that some trademarks share the same name with some famous people or places. In other words, these trademarks are very familiar to customers. However, this familiarity does not contradict with distinctiveness.Fourthly, a proper translated trademark should possess favorable connotation, which can bring out favorable association for customers. In other words, the name should avoid unpleasant connotation that may offend customers as much as possible. To create the favorable brand association, the trademark should have the ability to meet the customers’ psychology.From the characteristics of the trademark, we can see that determining a product name is a challenging job. Translating trademarks should consider these characteristics, which are vital in product competing advantage. Meanwhile, we should also bear some criteria in mind when translate a trademark. The main criteria are:1.3.Criteria of Trademark TranslationCreativeness is the key factor in trademark translation. From the successful translated trademarks, we can consider trademark translation as a kind of "interpretation", not "translation". This kind of interpretation, which requires the translators to convey both the meaning and the spirit of the original, is totally different from literary translation. It is a type of “recreating”, in which the translators use adding or deleting words to achieve good effects. Trademark translation is a kind of persuasive communication. It is the special tool that marketers use to persuade customers to buy their products. This communication is the bridge between marketers and consumers, and between consumers and their social-cultural environment.In short, the subject of trademark translation is to convey the message of the original condition. A desirable and acceptable trademark translation has two main criteria. (1) It can publicize its products with suggesting the advantages and features of the products. (2) It conforms to the cultural psychology and reception aesthetics of intended customers.2.Methods of Trademark Translation and CommentsTo study the methods of trademark translation, the author believes that it is necessary to learn the definition of a trademark and translation:Newmark Peter gives the definition of a trademark as following:“trademark is the literal appellation of commodity, and is a special sign [1].”Richard T Hise also gives the definition of it as following: “a brand, i.e. trademark, is a name, term, sign, symbol, design, or a combination of them that tells who makes it or who sells it, distinguishing that product from those made or sold by others. A brand name is that part of brand that can be vocalized［2］.”In Webster’s Third New International Dictionary of the English Language gives the definition of translation as following: “to turn into one’s own or another language.” American translation theorist Nida gives the definition of translation as following: “Translating consists in the receptor language the closest natural equivalent of the source-language message, first in terms of meaning and secondlyin terms of style [3].”Some scholars believe that the translation holds a duty to transmit the logical image or art in real society, included in the original articles, from one language into another without being destroyed.In this section, the author will give some main methods of trademark translation. There are several methods of trademark translation, and the most usual ones are: transliteration, literal translation, transliteration and literal translation, literal translation and adaptation, and adaptation. Meanwhile, the author will give some humble comments on the methods of trademark translation.2.1. Methods of Trademark TranslationBecause of the great importance of trademark translation, many experts have done a lot of researches in this area, and brought forward many methods for trademark translation. “At present, the common methods used by translators include addition, deletion, conversion, repetition, combination, cutting, substitution, recreation, homonyms a replacement and so on [4].”The main five methods of trademark translation are the following ones: transliteration, literal translation, transliteration and literal translation, literal translation and adaptation, and adaptation.2.1.1. TransliterationTransliteration is a method that translates the trademark according to the pronunciation. “I f we use this way, it is because that there is no suited word in the target language to match with the original language. Or there are some suited words, but have different lexeme connotation [5].” It requires the translator to use the same or akin articulation in target language to express the original trademarks.E.g. “The famous brand “Nike”, we translate it as “耐克”，which is similar in pronunciation, and also has a implication of long endurance [6].” Many trademarks for import and export goods are translated by using transliteration. Such as “摩托罗拉”，( Motorola mobile phone),“西门子”，(Simens mobile phone), "Haier"(海尔electric home appliances), "Erissin"(爱立信mobile phone), "Nokia"(诺基亚mobile phone) and "Erdos"(鄂尔多斯cashmere sweater). Sometimes we can alsosucceed in finding available (or coined) English words that are pronounced similarly to the Chinese version. For example,“安踏”as "Anta",“海尔”as "Haier",“科龙”as "Kelong". At the same time, most proper trademarks are translated by using transliteration, because it can keep the original flavor of trademarks and show the country of origin or quality of products. The trademarks based on place (sometimes scenic spots and historical sites) are generally transliterated. Some Chinese famous trademarks are translated into English by using transliteration. For example, Harbin is the origin of "Harbin" beer and cigarette and“茅台”country is the place of brewing“茅台”liquor. These well-known trademarks are translated into English by using transliteration, indicating the genuine origin of the products.2.1.2. Literal TranslationLiteral translation, also called creation translation, is the primary way of trademark translation. If we use this way, there must be at least two reasons: one is that there is suited word in the target language to match with the original language; the other is that the suited word in the target language reflects the same or equivalent meaning of the original language, or they have the same effects. Since that trademarks usually consist of one or a few words and by no means of sentences, the literal translation procedure used here means to translate the literal meaning or the characteristics of the trademark. The pleasant meaning and some profound connotation can fulfill the consumers' psychological needs, and thus help to promote the sale. We mentioned above that most well known trademarks are translated into English by using transliteration, indicating the genuine origin of the products. However, there are some exceptions. Some trademarks based on Chinese particular things are usually translated into English by using literal translation. For example,“龙舟”，was translated into "Dragon Boat", “长城”as “the Great Wall wine”, and“玉兔”as “Moon Rabbit” .This is because these translated trademarks are familiar. So, literal translation can convey the meaning and spirit of the original to enhance the effect of publicizing.2.1.3. Transliteration and Literal Translation“Sometimes, if merely use the way of transliteration, we may offend others by breaking their taboos. So we use the two ways at the same time [5].”E.g. “Transit is a brand of automobile produced by the joint efforts of America and China. When translating it into Chinese, we get the syllable “tran”and use transliteration to translate it into “全” ; Then use literal translation to translate the syllable “sit” into “顺”. And “全顺” can leave people with an impression of having a safe and credible trip. And when we translate Chinese trademark into English, we may also use this method. E.g. “乐凯”, we translate it as “Lucky”; “方正”，we translate it as “Founder”. We also have “Safegurd(舒肤佳)，making the skin more comfortable. “Tide(汰渍)，getting rid of the dirt.” And so on. Some trademarks can have different translations in different periods of development. The translations may shift from literal translation to transliteration, or vice versa. “For example, "Fairchild" was first transliterated into“费尔柴尔德’，which was rather tedious and meaningless to Chinese people. Later the company followed some suggestion, and the name was re-translated as“仙童”，which proved to be successful as it produces an imaginative image. "Goldlion" was first literally translated into“金狮”，but later as“金利来”[7].” By using this way, we can achieve a satisfying effect. Take the “全顺”as an example, it can leave a very good impression(a safe and credible trip). Thus, it can make more customers buy the product, which is one of the functions of trademark.2.1.4 Literal Translation and Adaptation“We use this method not because there are no equivalent words in the target language. But it is because different cultures and taboos will incur some misunderstandings. E.g. Seven-up (七喜饮料) ，“seven”uses the method of transliteration, while “up” uses the method of adaptation. The translator makes use of the people’s imagination: seven-up (cheer-up 干杯), means “喜气洋洋”，then makes it into “七喜”[5].” By using this method, it requires the translator to use his imagination to create a pleasant association. Thus, it can also leave a good impression in the customers’ mind, and help to promote the sale.2.1.5. AdaptationNewmark holds that “adaptation is not at all translation[1].”Adaptation in trademark translation is a type of recreation or renaming. Anyway, the name is put into another language, so in this sense adaptation is still regarded as a translation procedure. Adaptation requires the translator to use their creativity or imagination, which is of special importance in trademark translation, to create a pleasant association. This method has the closest connection with culture. Sometimes, source language and target language cannot create a true and harmonious effect, so we should break away from idiomatic ways of source language and make some adjustments according to target language. [8] “For example, the drink name "Sprite" was translated as“雪碧”.Habitually seen, it should be translated as“妖怪”or“精灵”by using literal translation，or translated into“斯普莱特”by using transliteration. If we translate it by using literal translation or transliteration ,the translation is meaningless to Chinese customers, while the adapted translation“雪碧”fulfills the psychological needs of consumers and helps to promote the sale[8].”Another example: “A battery brand “白象” is translated into “WHITE ELEPHANT”. It is right, but there is an English proverb “a white elephant” which means “a burdensome possession or useless”. In fact, we can translate it into “PET ELEPHANT”. And “Rejoice(洗发水)” is translated as “飘柔”, has nothing to do with the original word, but is created according to the quality and function of the product[5]. ”Adaptation can make the translation more vivid, and full of imagination. Meanwhile, this is also the most difficult method, because it requires the translator to use profuse imagination and creativity. It also requires the translator to gain a better understanding of the difference between different cultures. So, if a translator wants to apply this method, he should make great efforts to learn the culture knowledge and try his best to cultivate a good sense of creativity and imagination.2.2. A New Method of Trademark TranslationThe author suggests that some kinds of trademarks can be translated by using the numbers or the combination of the numbers and words. For example, “555” akind of cigarette, we can be translated it as “555”. And for the example mentioned above, “seven-up”, we translated it as “七喜”，which is a typical example of combination of numbers and words. This kind of translation can achieve good effects. Firstly, it is quite easy to remember; secondly, it is good in pronunciation. And this kind of translation is short in form and easy in pronunciation, and can leave a good impression in the customers’ mind.ments on Methods of Trademark TranslationTrademark translation is by all means a complicate process, and requires the translator to deal with certain methods. However, certain method is governed by certain criterion. And the most important criterion is Equivalence. So, when we use these methods to translate trademarks, we should follow the criterion of Equivalence. And these methods introduced above have their own functions. Transliteration is relatively simple to apply, but it sometimes may incur some misunderstandings; literal translation is the most habitual practice; transliteration and literal translation makes the trademark full of humor, and make the trademark more vivid; literal translation and adaptation requires the translator to cultivate a good sense of association; and adaptation requires the translator to have a better understanding between different cultures. And, the author suggests that some of the trademarks can be translated by combining words with numbers. Sometimes, a number can express the quality, characteristics and function clearly and vividly, and then add some words to the number to express deeply. “Translation, as a process, is always uni-direction: it is performed in a given direction “from” a Source Language “into” a Target Language[10].”Therefore, when using these methods to translate a trademark, we should bear the different cultures and the customs of the target language in mind, because “No language can exist unless it is steeped in the context of culture; and no culture can exist which does not have its center, the structure of natural language [10].”Meanwhile, we should bear the following things in mind: (1). Before we translate a trademark, we should study the quality, characteristics and function of the product carefully; (2). We should use different methods in different situations.3.Existing Problems and SuggestionsHowever, nowadays, there are still some problems in trademark translation. In this section, the author would like to list some common problems (mistakes) in trademark translation, and offer some suggestions for improvement.3.1. Existing Problems in Trademark TranslationThere are four major problems in trademark translation:3.1.1. Translated Trademarks Not Conforming to Target CultureInfluenced by traditional philosophy, Chinese trademarks, are tending to name a product after concrete objects. And this weakens the effect of trademarks for the lack of distinctiveness and creativeness, such as“海燕”and“飞燕”,“金牛”and “红牛”，“金鸡”and“雄鸡”，“金菊”and“秋菊”，“莲花”and“荷花”, “金龙”and“金龙鱼”. These trademarks could hardly make different impressions on customers. What is more, some of them are translated into English by using literal translation, but without considering their violating the Western culture. A typical example,"紫罗兰”(clothing). It is very popular in China for its high quality and fashionable design. Its English trademark is "pansy". When it was exported to European Union, it encountered resistance, because the name does not conform to the Western culture. In English, "pansy" has two meanings. One is the denotative meaning- flowering herbaceous plant; the other is "effeminate man". So, it is obviously that people are unwilling to use money on a product with such a disgraceful trademark.3.1.2. Translated Trademarks Violating the Habitual Use of TargetLanguageConsidering the characteristics of Chinese as well as public communicative psychology, most Chinese trademarks consist of disyllable words. Accordingly, translated trademarks, especially for transliterated names without meaning, should not be too long, because long trademarks are hard for Chinese consumers to readand remember. However, some translators neglect this aspect. For example, "Menard" (cosmetics) is translated as“美伊娜多”."Sportsman" (bicycle) is rendered as“斯波兹曼”，and "Catineau" (cosmetics) is“积姬仙奴”. These long meaningless trademarks are difficult to read. They neither reflect the features of their products, nor give people any favorable associations. If we translate "Menard" into“美丽多”,"Sportsman" into “健将”, and "Catineau" into“佳美诺”, they will become more suitable and acceptable than the original ones.3.1.3.Substituting Chinese Phonetic Letters for English TrademarksMost Chinese trademarks have no English names, including some famous brands and export brands. The usual practice is to substitute Chinese phonetic letters for English names, for example, "Dabao"(大宝cosmetics) "Zhonghua"(中华tooth paste), "Jianlibao"(健力宝beverage), "Yili"(伊利dairy), "Mengniu"(蒙牛dairy) and "BaoXiNiao"(报喜鸟men suits).These phonetic-letter-formed trademarks are unfavorable for building international brands since in world market few people can interpret the meaning of Chinese. And this is one of the courses that Chinese products cannot gain an advanced position over other products in the world market.3.1.4. Adding Surplus "Brand" after a TrademarkIt is a common mistake to add the surplus word "brand" after a trademark. And it is this common fault that affects the internationalization of Chinese products. For example, "Meiling Brand"(梅林牌)，"Pogoda Brand"(塔牌)，"Sunflower Brand"(葵花牌)and so on. These translated trademarks don't comply with target countries’ conventions, which is one of the courses of competition fail of Chinese commodities in the world market.In order to prove the quality of trademark translation, the author would like to offer some suggestions for improvement:3.2.SuggestionsThe reason why the developed countries gain an advanced positions over the developing countries is that they paid more attention to the translation of the trademarks than the developing countries did.Till now, Chinese enterprises have realized the importance of trademark translation, but the situation is still not very satisfying. Up to now, most Chinese enterprises have no internationalized trademarks, which is a disadvantage in international competition. To gain an advanced position in world market, enterprises must have their understandable, transferable and acceptable trademarks. In this paper three main ways of internationalizing trademarks are suggested.3.2.1. TranslatingThe direct way of internationalizing trademarks is to translate Chinese trademarks into English. Such as "Poeny"(牡丹)，"Panda"(熊猫)，"Appollo"(太阳神)，"Snow"(雪花) and "Little Swan"(小天鹅).This method was usually discussed in the proceeding. What the author wants to emphasize is that trademark translation must consider cultural differences between two languages.3.2.2 Renaming the Products by an English NameThe second way is to rename the export goods by English trademarks. Usually, many export products share two trademarks: one is for domestic sale (Chinese trademark); and the other is for international sale (English trademark). Brand renaming can be divided in two cases: one is the original trademark doesn’t comply with the culture of target market, for example:“孔雀”was renamed as "Anaras". And“蝙蝠”was renamed as "Happy". The other is that translated trademarks are not desirable for publicizing products or the renamed trademark is better than the translation of the original. There are a lot of good examples for renaming brands, like "Future"(非常)cola, "Founder"(方正)computer, "Virtune"(富绅)shirts "Choose"(乔士)shirts and "Mysheros"(蜜雪儿)women garments.3.2.3. Coining TrademarksThe third way is to coin English trademarks. It is common that most of the world famous trademarks are coined. It is a new way of internationalizing trademarks. In these years, some Chinese enterprises have made successful tries. “The successful example is. "Y oungor"(雅戈尔).It is the anagrammatic spelling of "younger". It can make people associate with "young and vigor". The translation caters for aesthetic psychology of consumers. As a trademark, "Y oungor" is better than "Y ounger", and at the same time, it can convey the meaning of "younger" equally. The former trademark of "Y oungor" was "BeiLunGang"(北仑港)，a name with obvious regionalism. It is not a suitable name for a brand going abroad. So, the company reamed its brand both in Chinese and English [11].”4.ConclusionTrademark is “a sharp weapon for a company’s publicizing and sales promotion, an d is also a guide to the consumers’ recognition and purchase of the goods [12].”This idea indicates the importance of a trademark in international trading. And, trademark translation is an art as well as a science. It is a comprehensive process that covers linguistics, translation theory, aesthetics, intercultural communication, marketing, and advertising and consumer psychology. It is a work of compromising between the meanings of trademarks and their consumers.In the process of translation of a trademark, the translator should use the varied ways to recreate the trademark, make it to convey both the message of the original appropriately but also be accepted as well as appreciated by consumers in target market. Sometimes, he or she may adjust or even rewrite the original so as to render the translation in such a way that both content and language are acceptable and comprehensible to the intended consumers. And the most common methods of trademark translation are: transliteration, literal translation, literal translation and transliteration, literal translation and adaptation, and adaptation. Trademark translation is concerned mainly with the consumers. It is customer-oriented or effect-oriented translation.World market competition lies in both products and trademarks. Now, China has entered WTO. So, it is very important for Chinese enterprises to build international brands as early as possible. The first step is to design internationalized trademarks---English trademarks. During this process, the translator should use the varied methods mentioned above, and meanwhile he or she should keep some criteria in their minds.Bibliography[1]Newmark Peter. A Textbook of Translation.[M].上海外语教育出版社，2001,3-103[2]Richard T Hise, etc Basic Marketing. [M]. Massachusetts Winthop PublishersInc. 1979. 17-18[3] Eugene A. Nida and Charles. R. Taber. The Theory and Practice of Translation[M]. 1982:12[4] 谭载喜.翻译学[M]，湖北教育出版社，2000: 275-289[5] 吴晶. 论商标翻译的文化因素[J] . 武汉职业技术学院院报2002（4）：37-38[6].唐人. 英汉商标鉴赏及其翻译[J]. 怀化师专学报1999（4）：100[7]娄承肇. 外国厂商与商标名称翻译.中国翻译.1994(3):20-21[8] 李燕. 试谈汉语商标的翻译及其中存在的问题[J]，伊犁师范学院学报，2002 （2）：43-46[9] 魏彩霞，饯谈国际贸易中商标的翻译.中国翻译.1997(31):33-34[10] Susan Bassnett, Translation Studies[M], Shanghai Foreign LanguageEducation Press, 2004:21[11] 李智远商标翻译分析和探索[MA], 哈尔滨工程大学出版社，2003，79[12] 杨柳. 商标的翻译及其魅力[J].中国科技翻译，1995（2）：。
商标名称的翻译与策略【毕业论文】.doc
（20 届）英语商标名称的翻译与策略On Brand Name Translation Studies and its TranslationStrategies全球经济一体化的今天，行业间的商业竞争日趋激烈，在这样的环境下，商标之于产品和企业的作用就更不可忽略。
产品的商标恰如人的名字，赏心悦目的商标名让人过目难忘，能够促进产品的销售，而不恰当的商标名将给产品甚至其企业带来厄运。
随着国际经济的发展，越来越多的企业走出国门进军世界市场。
为了成功地让产品在国际市场上夺得一席之地，好的译名商标必不可少。
鉴于此，本文结合商标的特点以及中英语言文化等方面的差异提出了适用于商标翻译的策略：音译、直译、音译直译和意译策略，同时结合大量品牌翻译实例加以论证。
相信木研究对于商标译员和企业都将起到一定的指导性作用。
关键词：商标；中英语言文化；商标翻译策略AbstractAs one of the best strategies of marketing，brand name is of vital importance in the keen competition of businesses in the global economy. Brand name to product is like name to people.A good brand name contributes to the good reputation of a company and can help to propel sales of products while a poor brand name could be disastrous to a company. With the fast development of the international economy, more and more companies are cultivating their markets outside their own nations. To successfully promote products in the global market，a good translation of the brand name is of utmost importance.Based on the characteristics of brand names and linguistic and cultural differences between Chinese and English, the thesis puts forward brand name translation strategies: transliteration, literal translation, combination of transliteration and literal translation and liberal or free translation，which is illustrated with numerous concrete examples. It is hoped that the present study can play facilitating roles for brand name translators and enterprises as well.Key words: brand name; linguistic and cultural differences; brand name translation strategiesContents蚊■ (i)Abstract ........................................................................................................................ I I Introduction . (1)Research Background (1)Research Purposes and Significance (1)Literature Review (2)Definitions of BrandNames (2)Characteristics of Brand Names (2)The Studies on Brand Names Translation Home and Abroad (5)Studies on Brand Names from the Economic Perspective (5)Studies on Brand Name Translation from Cultural Perspective (6)Studies on Brand Name Translation from Linguistic Perspective (7)Brand Name Translation Strategies (10)Introduction (10)Transliteration (10)Literal Translation (11)3.4. Combination of Transliteration and Literal Translation (12)3.5 Liberal or Free Translation (13)Conclusion (17)Bibliography (18)1Introduction1.1Research BackgroundIn a world of rapid economic development, commercial exchange takes an even more important role than before. China, in such a developing condition is strengthening its communication with the outside world in terms of commercials. On the one hand, China，together with all the top brands it boasts is going global, on the other hand，the rest of the world is stepping into China，looking for chances to introduce and sell their top brands in the large potential market. A popular brand name is a must for the products promotion work, and it is also of vital importance to make sure that a good brand name maintains as a popular one when it is introduced to a new market. And this is the arduous task that a translator shoulders.However, in real life, we often encounter numerous lousy translations of brand names. A case in point is Chinese product 较身减月巴片，which is rendered into Obesity Reducing Tablets. When such product was exported to America，for a long period, the tablet was a slow seller. Through market research, it shows that brand name did not meet the people‟s psychological demand because this product was regarded as the medicine for obese people. Based on the above considerations, the author carries out a study on the brand name translation and its strategies，and hopefully the proposed strategies can shed light on brand name translation and guide translators in the translation practice.1.2Research Purposes and SignificanceTranslation is defined as “a complex action designed to achieve a particular purpose” (Newmark，2001: 6). When it comes to brand name translation, the ultimate purpose is to make target consumers know the products and further invite them to buy the products.According to this special purpose of brand name translation，we find it is necessary and significant that appropriate translation strategies of brand name must be develop to cope with this important branch of practical translation—brand name translation. Thus，this thesis makes an in-depth analysis of brand name translation and appropriate translation strategies.The purpose of the study is twofold. First, to arouse general awareness that brand name translation is significantly essential especially in the age of the globalization. Second, to put forward translation strategies which are highly amenable to the translation of brand names.2Literature Review2.1Definitions of Brand NamesThis thesis focuses on brand name translation，so it is important for us to have an overall understanding of what brand name is.“Branding makes a product distinctive in the marketplace，just as your name makes youunique in the society in which you live.”(Wells，Burnett and Moriarty, 1999: 89)It is “a name given by a producer to a particular product，by which it may be recognized from among alike products made by other producers.” (Longman Contemporary English-Chinese Dictionary English, 1988)“A trademark is any word，name, phrase，symbol，sign, design，or packaging that is distinctive and that identifies and distinguishes the source of a particular product. A trademark typically appears on the product or on its packaging•”((Lubliner，1993:16)Actually, people are confused in its conception even in Europe and America where commerce developed. A successful brand is defined，by Chernatony and McDonald (1994)，as “an identifiable product，service, person or place, augmented in such a way that the buyer or user perceives relevant unique added values which match their needs most closely”. In the British, consumers have been shown, by de Chernatony and McWilliam (1989)，to hold typically one of four complementary and overlapping views of brands:1 • A visual identifier.2.A guarantee of consistent quality.3.A shorthand device.4.An expression of self-concept. (Chernatony and Me William, 1989: 29-32)The above-mentioned definitions prove the brand is a concept of compounding, it is formed by the brand outside mark (including name, term, pattern etc.)，brand discerning, brand legend brand image，etc. While in this thesis, brand names mainly refer to the part of a brand that can be expressed in words.2.2Characteristics of Brand NamesAiming to build, reinforce, and reposition consumers‟ perceptions and understandings of a certain brand, brand names have the following four functions, that is, distinguishing products, providing information, ensuring guarantee and stimulating consumption desires.In order to build a positive image in the market and arouse favorable associations as well as purchasing desires in the mind of consumers, brand names are required to have the following major characteristics: brevity, sonority and memorability，significance，elegance and appropriateness，originality and novelty.Because of the peculiarity of the brand name that it carries the main and final purpose of achieving sales，the first and foremost characteristics of brand names are brevity，sonority and memorability. Only those brief，easy-to-understand and memorable brand names will win the approval of consumers.For example，Uha (悠哈)，a candy brand name, is short and sweet. In pronouncing Uha，lovely，cute, adorabe feelings emerge in people‟s mind, which appeal to its target consumers. Apart from that，the translated brand name keeps the syllabus of the original name. ‚雅客’’(Yake)，in the same way，the pronunciation is crispy，sonorous and agile. The Chinese version also gives us elegant and cultivated feelings. What‟s more，‚雅客‛ is the alternative name of the flower Narcissus. From above examples，the characteristics of brevity, sonority and memorability make brand names impressive，which are helpful to reach the purpose of sales of products.In most cases，brand names have rich meanings and associations. Apart from being brief，sonorous and memorable, another important characteristic of brand names is significance, in other words, brand names usually carry rich connotations. A case in point is the brand name ‚彩虹’’ (Irico)，whose English version is composed of “Irix” and “Corporation”. Irix is a Goddess in Greek Mythology whose responsibility is to spread good news. This happens to be in li ne with this Group‟s purpose: to be the creator of a sweet life for human beings. If it was literally translated it into rainbow, the effect would be discounted.Goodyear, a tire brand name, means an auspicious and harvest year; the translated version ‚固特异‛ not only is similar to Goodyear in pronunciation but shows attributes of the product of being solid，special and unique.‚丙冷，’ (Serene) is an air-conditioning brand name. The meaning of “丙冷‟‟，in Chinese people‟s mind，is cold and dry; for the translated version Serene，though it contains more meanings as being clam, quiet and composed，the original meaning of coldness is reduced.Elegance and appropriateness refer to the meanings of brand names or the ideas they conveyed. Since the purpose of brand names is to be recognized and accepted by consumers，the information transferred by the brand name is required to be correct and appropriate, that is, in accordance with characteristics of the commodity. For instance:Band-aid----- 邦迪(bandage for first aid)Goldlion——金利来(shirt)Marlboro ---- 万宝路(cigarette)Giant ---- 捷安特(bicycle)Paloma ----- 白乐满(gas-burning appliance)Contac-----康泰克(cold medicine)天翼--- E-su对ing (net sdevice)‚天翼’’(E-surfing)，a new brand released by China Telecom to fulfill the mass customers‟ need for information services. ‚天翼‛ means flying freely in the sky;accordingly，“e-surfing” means surfing the web to one‟s heart's content. With e-surfing, cell phones or laptops are like having wings flying freely in the online world. The translated brand name well transfers the meaning of the original brand name and thus can be regarded as an elegant and appropriate translated brand name.Giant is the brand name of a bicycle，whose original meanings are huge，great，or people of vision; the translated version furthers the original meanings and shows that the product is swift, safe and special. Besides, the pronunciation of ‚捷安特‛ is similar to the original brand name Giant. So, ‚捷安特‛ embodies the characteristics and meanings of the original brand name.To be unique and distinctive in the market，brand names of products are required to be original, novel and creative. The first impression of the brand name left in consumers‟ minds is very important and it constitutes a reason for the product to be selected among numerous products of the same type. So, a successful brand name and its translation are required to be instantly recognizable. Therefore, an excellent brand name holds attributes of novelty，attractiveness and originality.Take the wall clock brand EMIT as an example. The brand EMIT is said to be novel and original because it is the back-to-front spelling of the word “TIME”，meaning breaking through the traditions. What‟s more, EMIT is rendered into ‚情有独钟‟‟，in which, ‚钟’’ is endowed with the meanings of both the clock (referring to EMIT) and its original meaning in the set phrase. Both EMIT and ‚情有独钟’’ are interesting and impressive and can be said to be original and novel.The Chinese version of B.CHOW—‘‘比倘’’ is also an outstanding example because it vividly describes the mood of “want to be more charming and pretty than others”. This thought makes the brand name distinctive and impressive.The candy brand Fujiya is rendered into ‚不二家‛ which is interesting and fresh in the market. The Chinese version shows uniqueness，originality and individuality of the product.2.3The Studies on Brand Names Translation Home and AbroadVarious researchers have endeavored to study brand names. The previous studies on brand names can be categorized into three groups: 1) economic perspective; 2) cultural perspective; and 3) linguistic perspective.2.3.1Studies on Brand Names from the Economic PerspectiveBrand name is a product of economic development, so economic and market research on it plays an important role in our society. Based on the research findings, what the experts study mostly are how to create，design，market，develop，and manage brands. Aaker (a businessprofessor at University of California at Berkeley) and Kevin Keller are two American branding experts, who make theoretical and scientific analyses on brand names in their works. They contribute a lot to the research in this field. Aaker (1991) brilliantly examines how to create, market，develop, and manage brands strategically in the 1990s.Keller (1998) provides a comprehensive treatment of the subject of brands，brand equity，and strategic brand management, concerning the design and implementation of marketing programs and activities to build. John Murphy，a branding expert in Interbrand (global branding consultancy)，has edited and published many guidebooks on brands. In addition，most researches on naming primarily focus on characteristics and functions of English names. For example，Peterson & Ross (1972) find that it is important to select names that build on familiar words，because consumers may already have positive notions about such words. Other researches demonstrate that the favorability of a brand name is used as a heuristic cue when consumers make product judgments (Maheswaran，Mackie & Chaiken，1992). The brand‟s role in the field of marketing has changed dramatically during the past decade. In the past, we used to name already existing products or companies in order to make them more attractive to consumers. In contrast recently, developing a brand means devising and implementing a way by which to deliver a benefit to consumers. Such concepts direct the development of products and services designed to supply the benefit，and even shape entire organizations for this purpose. Trade Mark English，ritten by He Chuansheng (1997)，illustrates the motivation of brand formation from the perspectives of psychology，marketing，sociology and culture，meanwhile，he analyzes the effects of brand used as verbs and adjectives in modern English. His article, New Industry Survey of American Language report: brand name，is a survey of a flourishing language industry in the US (贺川生，2003). Psychology is closely related to brand naming when we want to create a successful brand. Hou Ruilong (1997: 260) explores the psychological strategies of brand naming and indicates what a trap is when strategies of single brand name are used.2.3.2Studies on Brand Name Translation from Cultural PerspectiveAnalysis on brand names translation covers the majority of language research of this field in China. Zhu Fan (2002) makes a comment on brand names translation in her article, a most representative study based on more than 120 articles from 1994-2001. According to the principles and features of brand names, Guo Shangxing (1995) divides brand names into five categories and indicates problems of brand name translation in China. Chen Quanming (1996) introduces four methods for English-Chinese import brand name translation. Peng Shiyu (2001)proposes four methods for C-E brand name translation: homophonic translation，literal translation, direct translation and blending translation，in which blending translation is the best way to internationalize Chinese brand names. Bao Huinan (2001) analyzes principles of translation from Chinese brand name to English from the perspective of language and culture. She considers most Chinese brand names are in the form of Chinese characters or Pinyin, so the products with such brand names are sold well in domestic market but not in foreign market. Teng Yanjiang(2004) attempts to point out the phenomenon of cultural aphasia in C-E trademark translation and shows the way of dealing with such problems in C-E trademark translation and how to avoid such mistakes in practice.Verbification of brand names originates in 1940s，which is a fresh language phenomenon. In China, translation on verbification of brand names is from Zhang Dinxing(1997) who makes a preliminary study on its word source, history background, meaning and translation. He also stresses that “verbification of vehicle‟s brand names is a new trend in modern English vocabular y and verbification of automobile brand names is the most popular”(张定兴，1998). The article is limited in describing brand names examples，which is a conclusion of rules or language features on verbification. So Zhang Dinxing (1999) studies it from the view of stylistics and pragmatics on the basis of his further research on English brand names. He considers, in order to translate verbification of brand names very well，translators must constantly learn new knowledge and read foreign newspapers and journals as much as possible.Ever since brands come into being, they are blessed with cultural meaning and closely connected with culture. Ethical cultural meaning is contained in a small brand name, in which lexical meaning is added with emotion，cultural symbol or cultural association.Brand names can express their special meanings and be understood only under the specific cultural background. Companies pay attention to both the form of brand and its culture, so there are many cultural studies on brand names.Cao Zhiyun (1992: 165) analyzes the culture phenomena of Chinese brand naming, and illustrates the characteristics of brand language such as distinction, art and social function. Peng Shiyu (2001) holds that the design of Chinese brand and brand names should not only absorb other culture‟s virtue but also work out how they will be accepted easily，which makes Chinese brand and brand names international Zhang Xiangyang(2005) probes the cultural implication and object of automobile brand names. Because of different cultures，English and Chinese brand names are different from each other. Geuens & Pelsmacker (1999) make a comparison between brand naming in English and Chinese, “there are some common points in naming brand names in English and brand names in Chinese. Brand names are relatively short， so generallyspeaking，such devices as symbolism and association are used in naming so as to convey the information about the products as much as possible. But there are some obvious differences in the brand names in English and the brand names in Chinese because of the differences between the cultural psychology，the linguistic characteristics and the way of thinking.” Hu Kaibao (1999) conducts a research on some differences between English and Chinese brand names from the perspectives of the sources of brand names, syllables, relations between quality of product and its brand name.233 Studies on Brand Name Translation from Linguistic Perspective Scholars in US attach much importance to linguistic research on brand names. The most famous representative is Vanden (1987) who analyzes language features of 200 brand names from 1971 to 1985 in US. Aronoff (1981) published his Automobile Semantics in the journal Linguistic Inquiry. Ingrid Filler‟s PhD dissertation American Automobile Names (1996) can be reckoned as one of the best literatures on brand naming available at present. By studying the place names of automobile in general language, she thoroughly investigates the nature of American automobile names which are collected from a corpus of more than 2000 such names. Robertson, K. (1987)，a psychologist，puts efforts into the study of proper names， including brand names and published Dictionary of Trade Name Origins, which collects quite a lot of famous brand names.In China，the study of brand names can be traced back to Zhuang Hecheng (1988) and Sun Dequan (1988) who are the first Chinese scholars in this field studying simple features of brand names and problems of translation. Zhu Yajun(2003) studies brand names from the perspective of some branches of linguistics，which include phonetics, grammar，semantics，pragmatics，semiotics，translation, and indicates relevant factors of brand naming. He takes the functional equivalence theory to describe brand name translation and provides three principles: accordant，relevant, brief，and three translation methods: equivalent method，complementary method and homophonic method. It has mentioned that a brand name with favorable (positive) associations to consumer psychology will contribute to the success of this brand.The literatures about lexical analysis for brand name are limited. Liang Guotao (1992) divides trademarks into three categories: name trademark words, such as Cadillac.，word trademark words, such as Apple; arbitrary trademark words, in which word-formation is applied, such as Kodak.Liang Guotao(1998) adds the fourth category of brand names—shortening trademark word, such as IBM and says brand names are different from common words, because they are industry property right. Hou Ruilong(1997: 260) explores the psychological strategiesof brand naming, and figured there is a trap of brand naming in using the strategy of single brand name, which would lead to failure of enterprises. Wu Hanjiang & Cao Wei(2005) introduces brand names，words, letters and numbers in brands, gives classification of Chinese brands, analyzes phonetic，lexical and syntactic features of brand language. As brand names cannot be arbitrarily created, Zhu Wangzhong & Su Gailian (2006) briefly analyze the motivation of pronunciation, word-formation and meaning of coined English brand names and gives some cases of brand names of export product.The previous literature shows us a lot of successful achievements on the research of brand names，yet there are still some problems left. Many linguists focus their research on proper names but pay little attention to brand names. According to the previous literature which is mostly about economics, translation，culture and linguistics, we can find the previous studies do not elaborate on the translation strategies that are appropriate to translation of brand names. Under this backdrop，the present study conduct research in this field with the hope of arousing the public‟s awareness of brand name translation and at the same time, offering app ropriate translation strategies that can render a well-translated brand name.3Brand Name Translation Strategies3.1IntroductionThe translation of brand names is not a simple transfer from one language to another; instead，it is a recreation process. The same brand name may have different translations to stand for different types of products. For example, the baby‟s daily use cosmetic Johnson & Johnson is translated into 虽生”，while an enterprise named as Johnson is translated into ‚庄臣As an underwear brand name, Triumph is rendered into ‚黛安芬”，but as a car brand name, it is translated into ‚凯旋As a chocolate brand name, Dove is translated into ‚德芙‟‟， while as a body wash，it is rendered into‚多芬Apart from this，Dove can also be translated into ‚多福’’ or ‚得福‟‟，which are meaningful and fortunate in Chinese people‟s eyes.Different from common language translations, brand name translations consider more on the nonlinguistic factors，such as products and consumers, esp. cultural factors infiltrated in language. Some translation strategies for the translation of brand names are listed as follows.3.2TransliterationIn translating English brand names, transliteration is a strategy that cannot be ignored. The advantage of this strategy is that it is easy and feasible; meanwhile，the strategy of transliteration endows translated brand names with exotic tints and feelings. This strategy is widely used in the translation of brand names because it not only keeps the consistency of product images globally，but also remains the rhythmic beauty and sonorous beauty of original brand names. For example:Motorola ----- •摩托罗拉(cell phone)Swatch ---- 斯沃琪(观tches)Pocky-----百奇(decorating biscuit)Subway----- 赛白味(fast food)Eucerin ----- 优色林(cosmetic)Reebok ---- 锐步(shoe)Sharp ----- 夏徵electronic home appliance)Kelon ----- 科龙(electronic home appliance)Galanz ---- 格兰仕(electronic home appliance)Ericsso ---- 爱立信(cell phone)Virjoy ——唯洁雅(tissue)Nepia -----妮飘(tissue)In the translation of Pocky and Subway, the translated brand names ‚ 白奇‛ and ‚赛白味‛ not only are similar to the original pronunciations，but expend the meanings of the original names. Pocky shows a magical pocket that produces various wonders，which is in accordance with Chinese people‟s psychology of being fond of surprises and expectations; while Subway mean to show that their service speed is faster even than a subway and their food taste better than any others.To sum up, the transliteration strategy emphasizes phonological forms of brand names, going after phonological similarities between brand names in the source language and the target language. It tries to find out the same or similar words or morphemes to the original brand names. This strategy confines translators to the phonological forms of brand names in source languages but gives translators wide flexibilities in conferring meanings to translated brand names.3.3Literal TranslationLiteral translation means to translate brand names directly on the basis of its literal meanings. This strategy is adopted when the translated brand names have the same cultural images as in the source language. As the major strategy for the translation of brand names，the literal translation strategy maintains characteristics of original brand names and conveys accurate original information and feelings directly and precisely. For example: Tiger ----- 虎(beer)Crown ---- 皇冠(automobile)Playboy ----- 花花子(clothing)Cover girl --- 封面女郎(cosmetic)Fair Lady ---- 贵夫人(cosmetic、Good Companion ----- 良友(cigarette)Naughty Monkey ---- 顽皮猴(clothing)Blue Ribbon ---- 蓝带(beer)May flower--- :五花(tissue)营养快线--- Nutri-express( beverage)Among these examples, the original brand name Tiger gives people the feelings of bravery and fierceness，which are liked by most male consumers. The literally translated brand name ‚虎‛ well conveys the information of the source language; at the same time, it attracts the attention of target consumers. Thus the brand names in both the source language and the targetlanguage well perform the function of promotion.Blue Ribbon is rendered into ‚蓝带Blue Ribbon,in English，has connotations of masterpiece, the highest honor，top-ranking，etc.; however，these meanings are not loaded on the correspondingly translated brand name ‚蓝带”，which just means ribbons of the blue color. The same situation happens to transliteration in some cases. Thus there are some limitations for both the transliteration and the literal translation strategies.3.4. Combination of Transliteration and Literal TranslationThe strategy of the combination of transliteration and literal translation makes translated version of brand names close to the original brand names both in meanings and in pronunciations. For example:沧沧--- C hacheer (melon seeds)回力--- W arrior( shoe)Xtep ---- 特步(shoe)Seven up ----- 匕喜(bevercige)Pampers ------帮宝适(diaper)Polaroid ---- 拍立得(camera)Hygienix ----- 洁云(tissue)Kleene ----- 舍了，洁(tissue)Signal ---- 洁诺(toothpaste)Colgate ---- 高露'洁(toothpaste、Walex ---- 威洁丄.(washing powder)HiSense ---- 海信｛TN set)Povos ---- 奔職electrical home appliance)相宜木亨-- Si noway Herb (cosmetic)The translated version of …‘洽洽’’ (Chacheer) combines the pronunciation of ‘‘洽’’ and its meaning of being happy or cheerful. The sneaker brand name “[H|力‛ is translated into Warrior，which is similar not only to ‚回力’’ in pronunciation, but also in meaning. Semantically, ‚回力‛ means tremendous power to overcome difficulties，corresponding with the meaning of the word “Warrior”. So it is thought that people who wear the Warrior sneaker would be like a warrior who had tremendous powers.‚相3T•木草‟‟，literally means to maintain skins with herbs; its translated version Sin 側ay Herb, means the Chinese way of protecting skins with herbs. The translated version helps foreign customers to know more about the product.。
商标翻译 毕业论文
Brief talk about the trade mark’s translation and principle【Abstract】As the increase development of the society and technique,more transits have come into being ,and translation of the trade mark is doing the same. Therefore,the prochure and the stratage must be develope either. This skill requse the translator master the two languages expertly. Kowning the common and character at the same time,conveying the essence of the trade mark efficiently and effectively,promoting sales and consumptions. This article is telling about the translation and stratages with some samples,it says that the most importance thing during translating process is right,faithful and accurate.【keywords】trademark;tanslation method;translation principle;precautions.1.IntroductionWith the development of the sience and technology,international trade has become the signifient momentum of promoting country ecocomic development. And a right translation of the trade mark which sells to others country can act as the vital element. Thus,we must obey some rules in translation. Translation must be correspond with mark’s feature. Furthermore,embody the meaning corrsectly,ennovatly,flexibletaly and briefly is always needed. Translation should reach the effect of th original markword,so that costumers are willing to accept the good’s imformation.Just to do this can we obtian the desired economic benefit. Beside thd basic rules I mentioned above,we should also follw some nacessary translaiton strategy,with this way can the translation match the custom in other country to achieve the gole of attracting more customers. This article expatiates about the trade mark translating in translation principle and strategy. It use a source of reference of some translation method,and sum up some of the translation strategies. In addition,it list some cautions to different trade mark during translating. The article is very helpful to the saler,translator and even to the consumer. To know something about the merchandise can let them make a good dicition,to avoid some loss,to have a better translating feeling.2.overview of trade names2.1.definition of trade nameTrade name is a mark consist of word,graph,letter,digit and 3D mark,and colour for people to identifying that printed onto the merchandise by the manufacruer or seller..(………)3.main strategy of translating trade mark3.1.literal translation(metaphrase)Literal translation refers to translate the trade mark directly. This is a common method. This is the most basic method. To express the meaning is the initial popurse of the translation work. Take this literal translation approach,we can convey the original meaning of the trademark. Thetranslated form can be read more easierly. It has the same promotional effect as the original one. For example, we have many export goods are named their trademark in flower,bires and many other animal’s name,those trademark are take literal translaion. Some import brand such as American Standard(美标洁具),Crown(皇冠轿车) etc. And some export brand like Panda(熊猫),Little Swan(小天鹅),Dynasty(王朝葡萄酒) etc. These translated trademarks have a common feature that consrumer will have a favorable impression out of their deep heart that push them to carry out their purchasing behavior. So that,the businessmen can easyier to achieve profitability ultimately.3.2.transliterationTransliteraion is a translation method that basis on keeping the original pronunciation to find out the same or similar pronunciation word from another language. Transliteration must comply with the foreign gramma and not to cause some misunderstanding or wrong association.To use this approach,translator must adopt the principle that translated form should as close as possible with the original pronunciation,and must use the neutral term. We have many brand translated in this way in some high-tech product. Such as Siemens(西门子),Buick(别克),Sony(索尼),NOKIA(诺基亚).There are also some translations of many successful foreign trademark combine the chinese culture and chinese language,those translation areconsistent with the chinese psychological practise and the apice of oriental culture. For instance,the most famous sport brand NIKE(耐克),this translating makes people associate with the phrase”abrasion and durable”,it’s more in line with the chinese consumer’s psychology.3.3. translation and transliterationThe integration of translation and transliteration can be divided into homophonic pun term and moral term. Homophnic pun refers to translate with both transliteration and literal translation,that is to say the whole or part of the original trademark is translated with some fix and effective words which come from the relative translation and transliteration. Then put them together to be a complete trademark. Biotherm(碧欧泉) is a typical example. It’s a famous french cosmetic brand. Translator adopt this way to named it and meet the minds of beauty of people in another country. When people hear the word”碧” and “泉”,they come up with a fresh feeling that just like fresh water flows down your face and goes deep inside. It indicates that this prodcut can keep the consumer’s skin health,roseate,moisturizing by spring.The moral term refers to the pronunciation should be similar to original one and the moral is the most important thing. Moral meaning must be comply with the character of the target language,the consumer’s psychology and the custom,stimulate some useful association and purchasing desire and lead them to fullfill their buying behavior. Someold fashion brand are re-emergeing in these days. Their trademarks are translated in this way. Such as the Warrior”回力”,this a successful example. The word”回力”means”power to change nature”in chinese,and the “Warrior”means the “hero”in english. Both of the two words are the good meaning,and the brand name means that “You can have the power to change nature and make you dream come ture with the warrior shoes”. There is another cigarette brand call”Ball Mall”,its chinese name is”顺”. There is nothing about the word”顺”no matter in transliteration or translation. But the brand name are similar in its pronunciation in chinese ”波泊浪殁”because “Ball”sounds like the chinese word”波”,and “Mall”sounds like”殁”. That is to say the sea is calm. You can go smoothly when you are sailing. Chinese people say it”一帆风顺”，“顺”is short for”一帆风顺”.3.4.拼译法This method refers to use two or more english words,etymas and affixes to explain the chinese trade name. It can not only diminish the language obstacle mostly,but also absorb some western merit and remain considerable free create space. We can avoid some culture barrier and express the characteristic of national culture in some degree through hamonic. A bloc in ShanXi province named Caihong re-named IRICO. It combine with IRIX and CORPORATION. IRIX is a Greek(Grecian) nymph of rainbow who propogate good news. It’s very meaningful with adistinct international image.3.5.syllable subtractionSyllable subtraction is to leave out the word which is too long in length of the trademark. We are used to use two or three syllable when translting a english trademark. Two syllable conform to chinese people’s aesthtic habit. Three words mark are derive from chinese traditional old brand. Like “同仁堂””全聚德” etc. It’s very necessary to cut off some complex syllable. Some translation should list out the multisyllable to tow or three words trademark. McDonald’s is well known in many countries. We don’t say”麦克当劳”in chinese,and just save the letter“c”and say”麦当劳”,that’s more convenient to say out.3.6.adding wordAdding words refers to add some words to the trademark after translating the main idea when it needed to be. The reason why translator choose this method is to highlight the promotion and to attract consumer. The uppermost principle is that the word added must be match to the the original trademark no matter the meaning or sound,or else it gose to be postiche and redundant. For instance,Colgate(高露洁)add the word“洁”,and it embody the function of cleaning.4.translation principle4.1.purposivenessThe final purpose of translation is to meet that country’s consumer’sneed and let them know the feature,function and utility,to awaken their notice and purchase desire. It’s the mental intention of translating trademark. Translation must be on the basis of this no matter what translation method we choose. That’s call the principle of purposiveness. It’s very important for translator to translate a trademark correctly,because a good name is directly related to the merchandise even the enterprise fate. For example Coca Cola is translated with”口渴口腊”is a bad case. People will always associate with a bad feeling just like eating wax with this translation. Consumer have no passion of buying this kind of beverage. A chinese people re-translated it”可口可乐”and sales volume goes straight climb. It means not only enjoy dilicious food and happiness,but also hit the expectation of consumer to buy drinks.”可口可乐”is in keeping with the aspiration of people. Enterprise can get a impressive turnover only if have a good trademark and the capital of Coca Cola place a high position.4.2.音美原则-------brief,vowel,readable(legible)In order to attract consumers,businessmen always pay their attention to the pronunciation of the trademark. Translator have to choose ringent,binaural and vowel rhyme phrases according to different feature of different language. They try their best to keep that feature and strengthen the effect of pronunciation. Trademark sounds brief powerful and legible,and then it must be comlay with the people’s aestheticstandard. Most intertranslation example of the trademarks show us that translation of trademark must obey the brief,vowel and readable principle.4.2.1.english to chinese translationTranslstor should better choose two or three words in order to fit chinese feature when they are translating english trademark. We all know Mercedes-Benz”梅赛德斯·本茨”,and we usually call”奔驰”. That’s very short and powerful. And another example is also quiet a famous corperation Hewlett-Packard Co. maybe we don’t what a company is it. But we all know HP,it a computerizing company and most of the college student use their product. It translated name is “惠普” and it quiet clearly. There is sanitary brand we use in our daily life,that’s Portector&Gamble, we just take out the first letter to be the translated name and it’s called”宝洁”in chinese ultimatly.4.2.2.chinese into english tranlationTranslation from chinese to english should better use two to fours syllables. Long vowel,diphthong or some open syllable is the good choice. Sometimes translator should try to use alliteration(头韵) or vowel rhyme(叠韵) to make the translated trademark more befitting. For instant Founder,Stone,Youngor, Haier,Konka,Power,Shinco and Lucky(方正、四通、雅戈尔、海尔、康佳、霸王、新科、乐凯)4.3.意美原则——brief,moral and intelligible(易懂)The principle request translator must consider all the meaning of oringinal trademark and the people’s aesthetic view,including their world outlook,values,religionary faith and custom etc. The aim of translating trademark is to pass the meaning and value of trademark,and then to awake consumer’s attention,to push their buying behavior. Therefore, this principle calls for brief,a good moral meaning and intelligible. Revlon is translated into “露华浓”,it remains people the line of Libai”云想衣裳花想容，春风拂槛露华浓”,how the consumer can against the atemptation of the good.4.4.形美原则——simple,literalnes and legibleThis principle require translated trademark should be brief,literalness and legible. Try to highlight the beauty of chinese characters and meaning of english word. Try not to use some traditonal chinese characters and long words in english. Simple words are easy to identify and remember. The meaning of the translated trademark must be comply with the good’s feature,especially in chinese…(…………..).5.matters need attentionck of corss-culture awareness and research of foreign consumer’s aesthetic psychology.Trademarkd translation need to pay particular attention to meet the target language consumer’s national psychology,values,cultural practices and aesthetic attitude. There is a very close relationship between publicaesthetic psychology and trademark translation. Translator must be familiar with alien culture and understand exotic people’s aesthetic psychology. In addition to refect the founction of commodity,trademark translation still have to have some aesthetic feeling. A good trademark must be easy to understands and comply with common aesthetic need and easthetic ability.Many of our daily brands are translated well,like Johnsons,Arche. Those brands are easy to read,easy to identify and remember. Only when the translation has the some aestheticism with that country’s consumer,will it be accepted.5.2.ingore the study of learning export coun try’s language. Translator should know the different geographical environmnt of different country and exotic people’s consumer psychology.If corss-culture is the most important point ot trademark translation,then conversion of language is the difficult point. An american petroleum corporation Exxon is translated with”stalled car”in Japen. It means flameout or break down. U.S. General Motors Corporation’s NOV A car doesn’t sell well in Latin American because NOV A means”does’t really go” in Spanish. It start to go smoothly since it change to”Garibbean”,it sounds more comfertable by Latin American. Everybody might live in a different environment and atmosphere inevitably and his ideology,behavior,thinking and emotional way mightbe marked of the culture imprint inevitably. Thus,acceptanct of things of people may be restrict because the environment surrounding and they will show strong rejection. This requires that trademarks translation should take some local translation circomstances into accout,so as to get people’s acceptance. Or else it would cause a counterproductive effect.5.3.weak awareness of culture taboos and shallow undesrstaning of different cultural personality. Translator should notice the difference of culture and make some appropriate transformation.An underwear brand “Three Guns” sells well in Japan and Columbia and some parts of north Africa. As three means positive is these places. But it does’t go smoothly in Chad and Benin since it means negative in those places. And three even means”witchcraft”in Benin. Similarly,another underwear brand”Chrysanthemum” has a good quality and it’s the best selling in many countries and regions,but it faces some difficult in France and Belgium because those countries does’t like Chrysanthemum and they regard it as an ominous thing. We should consider both cultural taboo awearness and different cultural personality during intertranslation,not just only translate. Such as the world-famous Men’s clothing brand “Goldlion”,its translation is “金狮”,but it sounds like “失金”,it means lose gold,it’s obviously a bad translation. In order to make it more grandeur and to meet people’s desire of lucky and psychology of chaseing luxury, translator take another translation. Theykeep the original meaning of Gold and re-translated Lion with “利来”. The new translation name is turn out to be “金利来”. It sounds grand and with the good meaning of luck. Although the meaning is not the same as the original,but its purpose,founction and its effect is the same. We can know that the different between culture,values and symbolic meaning is also exist in cross-culture communication and translation, then translation needs to be on the basis of target language.6.conclusionTrademark is the image of commerdities. There is a very close relationship between trademark and sales. Translation of a trademark will impact the good’s sales directly. Whether a specific product will sells well in other countries is depend on whether it has a successful tanslation tradeamrk. Trademark translation palys an important role in economy. A good trranslation of trademark can help enterprise to establish a godd image and reputation,and get the best economic benefits. However,translator should emphasize on translation strategy due to different country have dfferent culture and different background. We should adopt different translation method during translating trademark no matter from english to chinese or from chinese to english. Sometimes transaltion could’t meet people’s need just using only one translation method,we can use tow or more way and combine with the culture backguound untill we get the best translation. So in order to get the besttranslation, transltor should think over all the factors, including natilnal psychology,values and religion of cosumer,not only just loyalty to the original meaning. In addition,translator should try to translate more flexibly and ingeniously. We also need creative and imaginative thinking. Translation should comply with target language’s feature and try to get target consumer’s accpetance maximumly and to reach the purchaseing purpose ultimately.This article is a brief talk about the trademark translation. We must study deeply and research more imformation and methods of translation and learning more foreign knowledges. We can have a more complete and systematic method to translate trademark.7.references(……………)。
英语论文 商标翻译方法及原则
英语论文商标翻译方法及原那么我国与世界各国的经贸往来日益活泼，越来越多的外国产品涌入国内市场，同时又有更多的国内产品打入世界市场。
商标是企业宣传和推销产品的利器，也是消费者认识或购置商品的向导，其作用已为越来越多的企业所重视。
因此研究商标的翻译方法，提高商标的翻译质量是极其重要的一环。
笔者结合商标的特征及自己对商标翻译的研究，从实际的角度出发，对商标翻译适用的方法进展了进一步探讨。
音译法即根据译入词的发音规律将愿意的文字拼写出来的翻译方法。
有相当一局部商标，尤其是专有名词和臆造词的商标往往是不具备任何语意的，而只是作为一个标识符号来用。
在这种情况下，翻译主要不在传递名称本身的语意信息，而是创造赏心悦目的美感，再现原文的音韵之美，或表达商标所蕴涵的异国情调。
要实现这一类翻译目的，用音译法当属一种较为恰当的选择。
例如：“Audi”(汽车)、“Hilton”(香烟)、“Coca-Cola”(饮料)分别译为“奥迪”、“希尔顿”和“可口可乐”;国内产品“茅台”(酒)、“康佳”(电器)、“上菱”(电梯)，那么分别译成“Mao Tai”、“Konk”、“Shang Ling”。
这些商标自身都不具备任何意义，意译不仅符合译入语的发音习惯，而且也符合作为商标应简洁明快的特征，不失为商标名称翻译的佳作。
意译法是从意义出发，将原文的大意表达出来。
用意译法有时会更加地表达商品的功能和品质。
如国产的“皇朝”葡萄酒、“永久”自行车、“太阳神”口服液;进口的“Blue Ribbon”啤酒、“Crow”汽车、“International”收音机等等。
对这类品牌的翻译假设仍用音译法的话，不仅会大大破坏原文的意境美，难以到达原文吸引消费者的效果，而且还有可能因字数过多导致不便记忆。
而使用意译那么能有效再现原文的意境，同时又能防止译文冗长的问题，是一种更为可行的翻译方法。
例如美国一种香烟商标“Good Companion ”，假设意译为“良友”，那么简洁并使人产生亲切感。
目的论视角下英文商标汉译研究Introduction
目的论视角下英文商标汉译研究IntroductionWith the rapid development of economic globalization, China has introduced a large number of international products and more and more English brands have entered China. These brands are not only used to help people distinguish between goods, but also they represent the image, quality, and even directly affect consumers’ desire to purchase, which in turn affects the development of the company. Therefore, the translation of trademarks is often both the focus of entrepreneurs and the object of research for relevant scholars. There have been some results in the current study of translation of trademarks, but there is still a need for further research.The fundamental purpose of translating an English trademark into Chinese is to make Chinese consumers have a good impression of the product and trust the product, as thus they are willing to buy. If its translation does not achieve this goal, no matter how beautiful or special the translation is, it is not a successful trademark translation.Therefore, from the perspective of Skopostheorie and on the basis of previous studies, this paper tries to put forward the principles and strategies for better translating English brands in order to promote the vigorous development of English brands in the Chinese market.This paper is a skopos-based study of English trademark translation into Chinese. The structure of this study is as follows：section one is an introduction to the study of English trademark translation from the perspective of Skopostheorie.Part two introduces the definition of trademark and the function of trademark.Part three is an overview of Skopostheorie, including the development of Skopostheorie and basic concepts of Skopostheorie. Section four is a literature review, including domestic and foreign research status. part five introduces some specific analyses of Skopostheorie-based trademark translation into Chinese. The last is a summary of the full text.。
论文：中文商标的英译
Abstract: Brand is a special kind of language phenomenon. It focuses on commodities' distinct characteristics, the commodities' culture and is the powerful weapon for an enterprise to participate in international competitions. Brand name translation is the process from decoding to coding and the process of re-creating. With the internationalization of brand name, their translation is of vital importance. With some examples analyzed, this essay focuses on the translation of Chinese brand names into English. It puts forward some ignorance and problems appeared during the course of translation then give my suggestions. In addition, it illustrates some brand name translation principles and methods to improve the translating level of Chinese brand names into English.Key words: translation, Chinesebrandnames, culture, principles, methods.摘要：商标是一种特殊的语言现象，它集中体现产品的区别性特征与产品所代表的文化，同时，也是一个企业参与国际竞争的有力武器。
英语论文-英语商标翻译论文
Pierre Cardin （服装）皮尔。
卡丹Giant（自行车）捷安特Vigor（保健药）没有对应翻译Nokia（手机）诺基亚Sumsung（电器）三星Olympus（照相机）奥林巴斯Supor (炉具) 苏泊尔Chery（汽车）奇瑞Aigo (U盘) 爱国者Metro (商场) 麦德龙Sharp（电器）夏普Pantene（洗发液）潘婷Dove（巧克力）德芙Marlboro（香烟品牌）万宝路Pizza Hut (比萨店) 必胜客Pentium（英特尔芯片）奔腾微处理器, 美国英特尔股份公司相对新产的中央处理单位(计算机用语)HP（电子仪器）惠普Colgate（牙膏品牌）高露洁, 一种美国流行的牙膏Head＆Shoulders（去屑洗发水）海飞丝Nestle（食品）雀巢Transfer（玩具）变形金刚Duracell（电池）金霸王Task 2: Put the following Chinese trademarks into English李字牌（蚊香）似乎没有权威的翻译，可否Lee's西湖牌（电视机）似乎没有权威的翻译，可否West Lake王老吉（饮料）Wang Laoji吉利（汽车）Geely恒源祥（毛衣）Heng Yuan Xiang海信（电器）Hisense先锋（音箱）Pioneer青岛（啤酒）Tsingtao傻子（瓜子）似乎没有权威的翻译，可否Fool长虹（电器）Changhong我只能答出者几个其他答案Pierre Cardin （服装）皮尔拉丹Giant（自行车）捷安特Vigor（保健药）Nokia（手机）诺基亚Sumsung（电器）三星Olympus（照相机）奥林巴斯Supor (炉具)Chery（汽车）Aigo (U盘)Metro (商场)Sharp（电器）Pantene（洗发液）潘婷Dove（巧克力）德芙Marlboro（香烟品牌）万宝路Pizza Hut (比萨店)Pentium（英特尔芯片）喷通微处理器, 美国英特尔股份公司相对新产的中央处理单位(计算机用语)HP（电子仪器）惠普Colgate（牙膏品牌）高丽洁, 一种美国流行的牙膏Head＆Shoulders（去屑洗发水）海飞丝Nestle（食品）雀巢Transfer（玩具）变形金刚Duracell（电池）Task 2: Put the following Chinese trademarks into English李字牌（蚊香）西湖牌（电视机）王老吉（饮料）吉利（汽车）恒源祥（毛衣）海信（电器）hisense先锋（音箱）青岛（啤酒）tsingtao傻子（瓜子）长虹（电器）changhong我只能答出者几个英文商标翻译的策略中文摘要商标是一种特殊的语言符号,是商品显着特征的浓缩,是商品文化的核心部分,是企业参与国际竞争的有力武器。
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Qualitative Research on Trademark Translation论文方向：翻译学指导老师：Submitted to English DepartmentOf Foreign Languages School of Shandong UniversityIn Partial Fulfillment of the RequirementFor the Degree of Bachelor of Arts通讯地址：邮编：电话号码：October 3, 2011AbstractThis article is about the qualitative research on trademark translation with comparing English trademark and Chinese translation on advertisement. This article summarizes five characteristics of trademark translation, i.e., equivalence, brevity, attractiveness, association and creativity. This article also summarizes four principles of trademark translation including harmony principle, inductive principle, principle of effectiveness and aesthetic principle as well as four methods of trademark translation, which is composed of the method of Chinese Pinyin, the method of transliteration, the method of paraphrase, the combination of transliteration and paraphrase.Key words: English trademark; translation; consumers中文摘要本文通过对比英文商标及其中文翻译，对商标的翻译作出定性分析。
文章总结了商标翻译的五个特征，即等效性、简洁性、吸引性、联想性及创新性；概括出了商标翻译的四个原则，即协调性原则、归纳性原则、实效性原则、美感原则；归纳出了商标翻译的四种方法，即汉语拼音法、音译法、意译法和音义结合法。
关键词：英文商标；翻译；消费者1IntroductionThe human society has entered the 21st century. The international trade is developing fast, causing the increasing commercial cooperation and the commodity import and export. The trademark is playing an important role in the matter whether the foreign product can occupy the market. The translated trademark is the second name of commodity in other countries. It is not only a logo but also a lure, which is to attract consumers and sell commodities. A good trademark translation may bring an enterprise huge wealth, whereas a bad one may let an enterprise suffer great loss. Therefore, an enterprise’s future is closely linked to trademark translation. Evidently, the trademark translation has become more and more practical and essential. This article will give us a qualitative study on the trademark translation.Chapter Ⅰ. Brief Introduction of TrademarkTrademark is a symbol of goods. It is a product of the development of commodity economy. Commodity producer and operator take it as a significant mark to make their own goods distinguish from other commodities. It is the significant features of the concentration of goods as well as the core of culture of goods. Trademark is usually regarded as the simplified names of companies. It becomes the symbol of a company as long as it appears. As the bridge between producer and consumers, trademark has become a powerful weapon with which the company can participate in the international competition. A good trademark should be rich in content, and can reflect the characteristics of products; A good trademark should be easy to remember, easy to be read, easy to be understood, and vivid; A good trademark should be selling points of commodities, which can arouse the consumers’ desire to buy them. Trademark is one of the effective ways to help enterprises to publicize their company identity and better sell their commodities.With the globalization of economic development, the international trade has become into a very critical power for promoting the economy development of the whole world. Now, the trademark translation is inevitable if the product is expected to enter international market.Along with the acceleration of the economic globalization, especially with China's entry into the World Trade Organization, more and more Chinese have realized the importance of good trademarktranslations. A good translation of a trademark can bring millions of dollars’ difference in the product’s sells2record. It cannot be denied that sells records and profits are important for the manufacturer. However, a more important significance for a good trademark translation lies in the fact that the name of the product is conducive to the promoting of the product, the enhancing of its fame and competitiveness as well as the cracking down of the counterfeits.For one specific product, its trademark is of great importance. When various kinds of commodities go global, their names travel with them as well. As the trade of commodities expands, trademarks of certain products have become very famous and some successful ones gradually get recognized by the whole world.A foreign trademark, no matter how much fame they enjoy globally, will be difficult for Chinese consumers to accept if it does not have an impressive translation into Chinese.The translation of trademark is a kind of intercultural communication, and it should cross the cultural boundary of the target language and conform to people's aesthetic psychology. A successful translation of the trademark should not only transfer its information concerning the commodity or service, but also transfer its cultural significance to the audience in the target culture. This applies particularly to culture-loaded trademarks that have different mental associations in different cultures. According to the principle of the functional equivalence, the translated trademark should achieve a perfect linguistic unity among pronunciation, form and meaning.Chapter Ⅱ. The Characteristics of Trademark TranslationCompared with other translation, the trademark translation has its own characteristics, which is closely linked to the characteristics of trademark itself. In general, after being translated from English to Chinese, the trademark usually has the characteristics bellows.2.1 EquivalenceThe trademark must be translated in accordance with the aim that original context wants to be achieve both in form and content. The famous theorist of the US, Nida, who introduced the theory “the principle of equivalence”, pointed out that each language has its own characteristics. To take part in communication activities, we must respect the characteristics of language. A very fruitful translator is the man who not just imposes the language structure on another language simply, but the man who is ready to make adjustment3for necessary change and reproduce the information. In his opinion, the aim of translated context mustconform the original one especially in the information of content, form and express the style, the culture of language, and the customs of society. According to the theory, the pronunciation, the meaning, the form of translated trademark should correspond with that of the original trademark. In another word, the translated one must have the ability to produce the same or approximate functions of the original trademark.2.2 BrevityGenerally speaking, a translated trademark is brief and to the point. A long trademark is not easy to remember. From the angle of psychology of consumption, a long trademark has bad influence on the buy of consumers to some extent. The translated trademark usually has four Chinese characters at most. Some syllables should be deleted if the original one has more than four syllables. Some trademarks don’t have too many syllables and are easy to pronounce. In that case, although we can translate every syllable of it, the Chinese after being translated is long. We also have to delete some of them. Taking “Metersbonwe” for example, we usually call it “美邦” instead of “美特斯邦威” because “美邦” is easier for us to remember and the consumers are more likely to buy it. American beer “Budweiser” is translated into “百威” instead of “百德威斯” because “百威” is attractive and brief. What makes “百威” popular is that it shows us that people will be energetic and powerful after drinking it. “Bausch & Lomb” was translated into “鲍蒂布龙”, but”博士伦”is more popular because it expresses the information that people with this glasses is like a doctor.2.3 AttractivenessThe trademark is a special kind of languages. It is the concentration of commodities’ distinct characteristics, and the core of commodities’ culture. It is the lure to attract consumers and sell commodities. Therefore, attractiveness becomes another important characteristic of trademark translation. Whether a trademark translation is successful or not is conditional to the condition whether it has attracted consumers to buy commodities. If a translated trademark cannot promote the sales of commodities, the translation of trademark is a failure. Trademark translation is not just a process of translating trademark from one language to another language simply, but a process of expressing the culture of one commodity, and attracting consumers with its unique charm. For example, Colgate, named after the founder Colgate, has no attractiveness at all. But the translated trademark “高露洁” is good enough to draw the attention ofconsumers because “洁” presents the advantage of this product. Another, “Head & Shoulder” means “头发4与肩膀”. The designer wants to show the clean hair after using this product. The translation “海飞丝”expresses the information rightly.2.4 AssociationTranslators flexibly use Chinese characters according to the pronunciation and content of the original trademark, aiming to arouse endless associated sense. For example, “Coca Cola” is translated into “可口可乐”. In fact, the trademark “Coca Cola”doesn’t have any sense itself. But after being translated into Chinese, the consumers have known that it is a kind of drink with good taste. That is the application of association. Another example is “Pentium”. The trademark “Pentium” was chosen from 3300 suggestions. “Pent”means “five”in Greek and “ium”is the suffix of a chemical element. ”Pentium”expresses the extraordinary ability of the 5th generation of CPU. Seeing the translation “奔腾”, we naturally think of the fast horse. That is the right thing the trademark wants to show to consumers－the CPU can run as fast as the running horse.2.5 CreativityTrademark translation stands on the original context but not stick to it. Translators make an issue of selling point, making the translation have nothing in common. But the translators can usually justify themselves through the translation which looks absurd. That is the characteristic of creation. For example, “Mall Ball’is translated into “顺牌”though there is by no means anything in common between them. “Ball” sounds like “波” and “Mall” like “殁”. “Ball Mall” is”波泊浪殁”is this way meaning the sea calms down, so the ships can run smoothly. That is what we called “一帆风顺”, thus coming the “顺牌”. “Kieldsens” of Denmark was not translated into “奇新” when introduced into Chinese market, but named after the package “蓝罐”, thus winning appreciation. This translation embodies the creativity of translator. Moreover, they regard the blue cans as the selling point aiming at the Chinese market of gifts, thus making great success.Chapter Ⅲ. The Principles of Trademark TranslationA successful trademark translation both must retain the original text the essence and must conform to consumer's purchase psychology simultaneously. That is to say, the translated trademark must have samelevel effect with the original text and must give dual attention to the cultural difference of English and5Chinese so as to satisfy the need of Chinese consumers.3.1 Harmony Principle of Trademark TranslationAs is mentioned in Chapter Ⅰ, equivalence is one of the most important characteristics in trademark translation. It is the core in the western translation theory. The equivalence character plays a decisive role in the process of forming the harmony principle. The influence which the translated works gives us should be identical with the influence which the original context gives its first audience. That is “Harmony Principle”. The principle of harmony is suitable for trademark best. According to the principle, the translated trademark should be read easily, pleasant to hear and good-looking. It must be the perfect unit of the tone, form and meaning. Cosmetic “Clean & Clear” means clean and fresh. The information of the original is that if you use this product, your skin will be clean and fresh. If it is translated into “干净清爽”,the comfortable feel which it gives us may disappear. However, “可伶可俐”is perfect because it makes consumers be associated with the clear and bright girls. In this example, we can easily see the harmonious relationship between the information of translated trademark and that of the original one.3.2 Inductive Principle of Trademark TranslationThe goal of trademark is drawing the attention of consumers, taking consumers’ demand, stimulating consumer's purchase desire, and finally serving with the purchase behavior. Inductive principle of trademark should be regarded as the soul of trademark translation. For example, “Pampers” is the product of P&G of America. It has the meaning of “娇养”. In another word, it expresses the love for babies. The translated trademark “帮宝适” completely gives us the information that this product is fit for babies and good for babies. “Polaroid” ,which is translated into “拍立得”, means that you can get the picture as long as you take pictures. “拍立得”also has this meaning, thus expressing the unique characteristic of the product. Another example is “Nike”, the famous sports shoes in America. The original meaning is always being successful. The translator translated it into “耐克”with the meaning of sturdy and durable and winning.3.3 Principle of EffectivenessEach kind of commodity has its own group of consumers. The translator should think over and over before translating whether the translated trademark is attractive enough to consumers of this product. Taking the psychology of Chinese into consideration, trademarks with “强”“健” etc., should be likely todraw the attention of men while “香”“柔”“芬”is more suitable for women. The Chinese-foreign joint6。