OnTrademarkWords'TranslationinEnglish论英语商标词的翻译
中西翻译理论汇总
中西翻译理论汇总中西翻译理论汇总集团文件版本号：（M928-T898-M248-WU2669-I2896-DQ586-M1988）翻译理论整理汇总翻译腔（translationeses）是在译文中留有源语言特征等翻译痕迹的现象，严重的翻译腔使译文读起来不够通顺。
出现翻译腔有时是很难免的。
形成翻译腔有以下几个原因：1）英汉语言本身的不同，包括句型结构等，在翻译时如果不能做到自由转换就会有种不是地道目标语的感觉。
2）英汉文化的不同，不同的文化背景下，单词或习语有时会出现偏差甚至零对等（zero-correspondence）。
有时只讲词对词的反应就会出现翻译腔。
3）译者自身水平。
奈达的功能对等就要求译者注重译文对读者的影响，好的译文让读者感觉是母语的写作、实现功能的对等。
Venuti主张同化和异化的结合，通过同化让读者获得相识的反应，通过异化使读者领略异国语言和文化。
译者应该提高自己翻译水平，在翻译策略上实现功能对等，从而尽量避免翻译腔的出现。
1.中国的翻译理论家严复、茅盾、鲁迅、朱光潜、傅雷、钱钟书1）严复信、达、雅——faithfulness、expressiveness、elegance/gracefulness2）茅盾他也主张“直译”，反对“意译”，他认为汉语确实存在语言组织上欠严密的不足，有必要吸引印欧语系的句法形态。
但是矛盾与鲁迅观点同中有异，他认为“直译”并不是“字对字”，一个不多，一个不少。
因为中西文法结构截然不同，纯粹的“字对字”是不可能的。
3）鲁迅鲁迅的“宁信而不顺”是“凡是翻译，必须兼顾两面，一当然是力求易解，一则保存着原作风姿”，这是鲁迅的基本思想。
针对当年那种“牛头不对马嘴”的胡译、乱译以及所谓“与其信而不顺，不如顺而不信”的说法（梁秋实），提出了“宁信而不顺”这一原则，主张直译，以照顾输入新表现法和保持原作的风貌。
他还认为，翻译一要“移情”、“益志”，译文要有“异国情调”，二要“输入新的表现法”，以改进中文的文法，在当时主要表现为改进白话文。
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.。
汉译英 商标翻译的方法(Method of translating Chinese to Engli
汉译英商标翻译的方法（Method of translating Chinese toEnglish trademarks）Method of translating Chinese to English trademarks Questioner: 2009-04-13 11:16 zxcvbnm1117 | Views: 2588(I) transliterationTransliteration is the translation of sounds from primitive Trademarks into the pronunciation of similar or identical target languages, which can be divided into two types: pure tone translation and harmonic transliteration. Pure tone translation is also called direct transliteration, that is, according to the pronunciation of foreign brand words, choose the same or similar pronunciation of Chinese characters together, these phrases in Chinese often do not have any meaning. Pure tone translation retains the beauty and calling function of the original trademark, such as Motorola, Motorola (mobile phone), Sony, SONY (color TV), Kodak, Kodak (film). Homophonic translation is also called homophonic pun, that is, in translation, we can choose homophonic words or phrases that can arouse the good associations of Chinese consumers. Because there are many homonyms Chinese characters, so it can be free to choose the translation pronunciation loud, graceful words to performance. Arche translated as "Arche", Pantene translated as "PANTENE", while retaining a syllable sounds loud, and choose "Qian", "ting" performance of the beautiful women Chinese characters more prominent cosmetics goods characteristics.(two) free translationParaphrase: the translation of the target language in accordance with the actual meaning of the words in the original trademark. The free translation here is different from the free translation (literal translation) relative to "translation" (free). The free translation of a trademark means that the meaning of the original trademark is expressed in the target language, including literal translation and creative translation. Literal translation is the translation method that conveys the meaning of the original text directly. This method is faithful to the meaning of the original trademark, but is often limited to the elegant trademark in the source language and the target language. Such as the English trademark "Blue Bird" (car name), was awarded the Nobel prize for literature, "Blue Bird", Blue Bird in the play is a symbol of happiness. The Chinese translation of "Bluebird" has inspired the good associations of consumers in China. "Bluebird" is the "Bluebird"". Consumers will soon associate the Tang Dynasty Li Shangyin's poem: "Pengshan this to no way attentively for visit", Qingdao is the Penglai fairyland Messenger, so the translation of "blue bird" is the literal translation method.(three) simultaneous translation of meaning and meaningIn the second part, the translation of some brand words is carried out, and some brand names are translated by transliteration. This method is based on the sound of the original trademark, and finds the same or similar words in the target language, which reflects the specific features of the product. Such as Simmons translated into "Simmons", not onlywith the original sound similar, but "Simmons" reminiscent of the sweet dream. Or translate the meaning of the original trademark, plus transliteration. For example, "Goldlion" literally means "Golden Lion", but translates into "Goldlion"". In addition to representing a product, the trademark word has certain meanings, that is to say, to associate the features of the product. As both sound and meaning translation translation "most successful example is Coca Ccla's Coca-Cola" and the original sound the same also reflects the characteristics of this product, see "Coca-Cola" that is for people to quote or edible. In addition, "Coca-Cola" gives the association significance is also very good.(four) subtractionSubtraction method, that is, the translation of long letters in English trademarks. English trademark in Chinese after translated into more easily by two or three words, two syllable in line with the development trend of Chinese aesthetic habits and times; three character mark is originated from the traditional China time-honored, such as Tong, "Quanjude" etc.. Therefore, it is necessary to delete the long note in the English trade mark. The Chinese translation can be reduced to two syllables or three character trademarks. Like McDonald 's, the old transliteration is "Mike Don Law", not as good as the "McDonald's" after the festival.(five) adding charactersThe method of adding characters, that is, after translating the main syllables, adds the self satisfied translation method inline with the characteristics of the goods. After the translation of the main syllable of the original name,According to the needs of the products in line with the characteristics or key words, in order to highlight the publicity of products, to attract consumers. One principle of adding characters is that the words added should be in proportion to the original trademark in meaning and tone. Otherwise it will be superfluous and improper. For example: Colgate translated as "Colgate", "clean" reflects the cleaning effect of toothpaste, Pepsi translated as "Pepsi Cola" belong to the use of amplification to the trademark translation.In view of this, although trademark speech is concise, it is very difficult to translate. Only the ability of consumer psychology, respecting national habits, a variety of methods and techniques to use just perfect trademark translation, will enable the translation standard in the war to dominate, so as to guide consumption, promote consumption. A good commodity, coupled with a catchy name, is tantamount to icing on the cake. Good trademark translation reflects the perfect combination of translation technology and aesthetic art, and brings good commodity effects at the same time.Let me help him with thatSatisfactory answer2009-04-18 15:59 | Report(1) transliteration methodThe method, namely the, original trademark translation into pronunciation sounds similar or identical purpose language translation method, which can be divided into pure translation and translation homophonic two. Pure translation is also called direct method, i.e. transliteration words according to the foreign languagetrademark pronunciation, choose the same or similar characters together, these phrases in Chinese often have no meaning. The original trademark translation reserve pure beauty and calling the phonological features, such as Motorola, Motorola (mobile), Sony Sony (TV), Kodak (film) Kodak. Homophonic translation also called homophonic pun, namely when translation can arouse Chinese consumers choose good words or phrases of the Association. Because there are many Chinese characters, thus homonym freedom of choice in translation, beautiful pronunciation loud words. "Benjamin is Arche" is, attractive "ting" Pantene, keeps the sound of loud, "Qian", "on the beautiful woman characters more outstanding cosmetics products."(2) free translationFinally, the original trademark in accordance with the actual meaning of words in the same or similar meaning translated into the target language translation. This is different from the "free" with "translation" (literal translation maybe) relatively free (maybe). The trademark translation of the original trademark will only use the language, including the literal translation and innovative translation. Literal translation is to convey the original semantic translation directly, this loyalty to the original meaning of trademark,but often YuZaiYuan limitations and pragmatic meaning of elegant trademark. If English trademark Blue Bird (car) awarded the Nobel Prize for literature in the Blue of pantomime Bird Bird Blue, the symbol of happi Ness.但中国的“蓝鸟”又激发了我国消费者协会，美丽的蓝鸟”即“”，“消费者很快就会对唐诗：“三不多，彭山这边看”，努力探索蓬莱天使乐园鸟，知更鸟是直译的翻译。
A Touch On The Translation Of Trademark 商标翻译技巧
A Touch On The Translation OfTrademarkAbstract: the trademark is a special language symbol, is the salient features of the concentration of goods are goods, the important part of the culture, is the enterprise participates in the international competition the powerful weapon. In the era of globalization today, a correct translation of trademarks to drive consumer identity, like players and even falls in love with a brand. Therefore, how to have the skills to trademark translation has become a relevant brand name translation, marketing professionals and related linguistic researchers in marketing theory and practice study one of the key subjects. This article from the trademark translation skills need to consider the factors influencing skills, methods, discuss the success stories of the trademark translation skills, corresponding author.Key words: brand; brand name; translation; transliteration; free translation; case; language and culture;1. introduction:Since China's accession to the WTO, many foreign enterprises and products into China, a large number of Chinese enterprises and products to the world, but not the right of brand name translation not only bring higher marketing costs, and loss of original meaning of brand products. How to have the skills to translate a correct and effective brand name? This paper from the following several aspects to carry on the corresponding author.e of the trademark translation consideration of several factors2.1basic factors of brand essenceBrand name is condensed name purport of advertising language, its fundamental purpose: attractive attention, interest, desire, a stimulus action. Specifically: first of all, successful trademark should be consistent with the nature of the goods. Secondly, a successful trademark should also pay attention to good head, full of symbolic meaning, make the person produces association. Finally, language should be concise, clear, image, GetWord, easy to remember.2.2 language - English trademark words difference factorsEnglish and Chinese trademark word is brief, readable, easy to remember, and consumer interest in and appreciation of the character. However, due to the two languages of English and Chinese and the cultural differences between English and Chinese trademark words, also show a lot of differences, only when the translator is realized between the language and cultural differences, flexible, can make the trademark and trademark words play an equal effectiveness.2.3- English and Chinese cultural differences and cultural factors.Sociologist thinks, trademark is an expression of culture and communication tools, the translation of trademarks is the original language ( Source Language ) trademark translation into the target language ( Target Language ) trademark. In the English translation of trademarks, should fully realize and understand Chinese and English, each country consumer digital, animal, flower color, pattern, preferences and taboo. The trademark translation and target language country customs and culture to adapt. Only in this way can the trademark translation will be the target language country welcome.2.4 English and Chinese aesthetic factors of aesthetic differenceIn the oriental culture philosophy, art and literary language is to pay attention to the psychological time and space, especially emphasis on logic logic. Therefore, China's trademark tradition is the attention to psychological pleasure and aesthetic appreciation, pay attention to ethical education and emotional expression, pay attention to interest high, deep meaning, the pursuit of beautiful words, elegant taste, Shuxiang overflowing, good luck and happiness to you. But in the western culture philosophy, art and literary language of pay attention to is the natural space, especially emphasis space, substance, fact of nature authenticity, this leads to the Western brand culture attaches importance to the true nature and sensual pleasure, emphasizes the function and practical value.3 .methods of trademark translation skills3.1transliterationTransliteration is in does not violate the language specification and does not cause error association under the premise, according to its pronunciation, the use of a trademark and voice to word translation method.3.2literal translationLiteral translation is in the process of translation, the word as the basic unit of translation, taking into account contextual constraints, to retain the original trademark meaning and structure, reproduction in the form of content and style, to maximizeboth obtained with the original trademark equal advertising effectiveness, and maintain the original trademark sense of beauty.3.3combined translation transliterationThis method of translation is usually part of a trademark use transliteration according to pronunciation translated, and the other part is added with a special meaning of the corresponding Chinese characters, which makes the whole translation vivid and more in line with local cultural characteristics.3.4other special translation methodPhoto Gallery: not all the English trademark can through transliteration and translation are the perfect Chinese trademark name, so the Business Companies will be based on their own product characteristics and function to create a new brand.Direct: the so-called direct use, is completely preserved English trademarks, does not add or change for chinese. Such as "IBM" for" International Business Machines" is ( International Busine Machines Corp ), but in China, people are usually called" IBM", and do not address its full name in chinese.4. (Result) discuss some successful cases of trademark translationThe translation of trade mark requirement is very high, it requires the translator fully grasp the product nature at the same time, need to write in ornate style, concise language, connotation is rich, Lenovo better. Can say, excellent translation of trademarks can be a single word of gold., a be overwhelmed with admiration for effect. The following translation of a trademark case I think is very successful, now this translation skills are discussed and summarized:4.1 Benz ( Mercedes) and BMW ( BMW ): both are world famous automobile brand, although they themselves are meaningless, but its translation " Benz" but rich in meaning, both expressive and reflects the property of commodity. " Benz" and" Benz" in the voice of two is a homonym, so easy to link them together; semantically, also felt the car like a horse, horse galloping is inevitable. And" BMW" the Chinese translation for" BMW", showing the brand automobile distinguished and fun to drive. Visible, the two in China was very respected car brand translation reflects translators have great originality, become the trademark translation free translation legend.4.2 Coca-Cola ( Coca Cola ):" Cocacola, translated as" Coca Cola" combination". This is not only the continuation of the" Cocacola " English pronunciation, but also add the Chinese" delicious" and" happy" meaning, rhythm, musical, it will also have a taste of the beverage happy feeling, through the translation of the two different kinds of culture together. In addition, Coca Cola in the sound, meaning two respects to a proper extent reflects the beverage attributes, it gives people the message that:" thirst refreshing, an endless enjoyment". Although" Coca Cola" relative to the" Cocacola"and no special significance, but Chinese is sublimation of English, become a trademark in the English-Chinese translation of classic.4.3 Revlon ( Revlon ): the United States makeup brand" Revlon" is transliterated into" Revlon", this word is taken from the Chinese Ancient Poetry:" cloud would like to dress flower like spring breeze, a Revlon; if not groups of Yushan head to see, pyoi gyon1." This kind of sound meaning both translation satisfy both sides, is faithful to the original and does not adhere rigidly to the original, to the Chinese consumers left a beautiful and impressive, and sales increase.5. conclusions:From the above study of brand name trademark translation skills of exposition, theory circle and practice circle on trademark translation research awareness and constantly improve and deepen stage by stage, we can on the existing brand name trademark translation skills learning experience, the theory and practice to provide guidance for future foundation. Trademark translation should be good at estimating the consumer psychology, to fully respect different cultural background and cultural differences, to avoid cultural conflicts, to follow the equivalent translation theory, using the most appropriate translation skills, the right of presentation to the target consumers, in line with consumer psychology, aesthetic taste, so that they would be happy accept.Therefore, in-depth study of grasp and make good use of the trademark translation skills to make world famous brand goods essential to a nation, but also the promotion of culture has far-reaching significance.6. References:[1] 李贵升. 论商标的翻译[J].中国：中国科技翻译，1996.[2]史宽. 商标翻译中的一种时髦[J].佛山：佛山科技技术学院学报，1996.[3] Crystal,D,1983,The English Language, Penguin.[4]郭尚兴．论商标的确立与翻译——商标的翻译原则与技巧．中国科技翻译，1995(8)：28—31．[5] Bolinger,Dwight,1984,Language-The Loaded Weapon,Longman.[6] 胡开宝.商品名称的美学特征与英语商品名称的翻译[J].中国翻译，2000（5）[7]任荣．从语言的经济价值角度谈英文商标词的设计原则．外语教学，2002，(5)．[8] 吕和发．全球化与老字号译名．中国科技翻译，2009，(1)．《生命列车》The Train Of Life1.不久以前，我读了一本书。
peternewmark与“文本翻译理论”与不同的翻译方法
翻译的种类自汉代佛经翻译开始，我国就有“直译”、“意译”之争，一直持续到现在。
所谓直译，就是在译文语言条件许可时，在译文中既保持原文的内容，又保持原文的形式。
汉语和英语两种语言存在共同之处，所以有些情况下直译是可能的。
但是，由于语言本身以及社会、文化等因素的差异，使用原文的形式无法表达原文的意思，这时就舍弃原文的形式，直接表达原文的意思，即意译。
纽马克(1988)根据译者侧重译出语还是译入语，把翻译方法分为以下几类：侧重译出语(程度由高到低)：·Word-for-word translation(逐字对译)·Literal translation(字面翻译)·Faithful translation(忠实翻译)·Semantic translation(语意翻译)侧重译入语(程度由低到高)：·Communicative translation(传意翻译)·Idiomatic translation(符合语言习惯的翻译)·Free translation(自由翻译)·Adaptation(改写)从逐字对译到改写是一个连续体，逐字对译与原文的形式最为对应，改写最强调译人语的流畅性。
与此类似，周兆祥根据“翻译的自由度”，把翻译分为以下几类：·逐字对译word-for-word translation)·字面翻译(1iteral translation)·语意翻译(semantic translation)·传意翻译(communicative translation)·编译（free translation)·改写(adaptation)可以通过下面一句话的翻译，体会几种翻译方法的区别：原文：Mr. Dewar slipped and fell outside his official Edinburgh residence on Tuesday morning．He picked himself up and went on to carry out two lunchtime engagements．(BBC news 11／10／2000)译文：逐字对译：杜瓦先生滑了和跌倒在外面他的官方爱丁堡居所在星期二早晨。
当代西方翻译理论
当代西方翻译研究的三大突破，两大转向三大突破1）20世纪50年代以来的西方翻译研究开始从一般层面上的对两种语言转换的技术问题的研究，也即从“怎么译”的问题，深入到了对翻译行为本身的深层探究。
提出了语音、语法、语义等一系列的等值问题。
当代西方翻译研究中的等值论等研究，虽然有它的局限，但它对翻译所作的微观分析，无疑使人们对翻译的过程和目标，看得更加清楚了，更加透彻了。
2）当代西方的翻译研究不再局限于翻译文本本身的研究，而把目光投射到了译作的发起者、翻译文本的操作者和接受者身上。
它借鉴了接受美学、读者反应等理论，跳出了对译文与原文之间一般字面上的忠实与否之类问题的考察，而注意到了译作在新的文化语境里的传播与接受，注意到了翻译作为一种跨文化的传递行为的最终目的和效果，还注意到了译者在这整个的翻译过程中所起的作用。
3）当代翻译研究的最大突破还表现在把翻译放到一个宏大的文化语境中去审视。
研究者开始关注翻译研究中语言学科以外的其他学科的因素。
他们一方面认识到翻译研究作为一门独立学科的性质，另一方面又看到了翻译研究这门学科的多学科形式，注意到它不仅与语言学，而且还与文艺学、哲学甚至社会学、心理学等学科都有密不可分的关系。
但是翻译研究最终关注的当然还是文本在跨文化交际和传递中所涉及的一系列文化问题，诸如文化误读、信息增添、信息失落等。
两大转向1）语言学派的转向2）从文化层面来审视翻译的转向当代西方翻译理论语言学派理论从20世纪50年代起，西方出现了一批运用现代语言学的结构理论、转换生成理论、功能理论、话语理论、信息论等理论的学者，他们把翻译问题纳入到语言学的研究领域，从比较语言学、应用语言学、社会语言学、语义学、符号学、交际学等角度，提出了相对严谨的翻译理论和方法，开拓出了翻译研究的新领域，给传统的翻译研究注入了新的内容。
他们是当代西方翻译史上名副其实的翻译理论家，其中最主要的代表人物有：雅可布逊（Roman Jakobson）尤金·奈达（Eugen A. Nida）卡特福特（J.C. Catford）彼得·纽马克（Peter Newmark）从严格意义上而言，是这批学者对翻译问题的学术探讨，揭开了当代西方翻译史上的理论层面。
On The Translation of Advertising English英语专业毕业论文
On The Translation of Advertising English 一、课题(论文)提纲二、内容摘要三、参考文献On The Translation of Advertising EnglishAbstract：In modem society，advertisement，the embodiment of commerce，is becoming an important part in our daily lives. The intensified international exchanges and severe competition involve a growing need for advertisement and thus the translation of it. However, the study of advertising translation is far from satisfactoryto its need and the traditional translation theories seem increasingly inadequate. That is because advertisements are of a very practical type of writing with high commercial value, and the ultimate purposeof all advertisements is the same—to promote sales.Naturally, English advertisement has become an important way to communicate ideas, and it also becomes indispensable in the modern world.In this thesis, I will analyze the features of English advertisement, the translation principles of it and the ways in translating it. It is hoped that we can get some useful information when translating the advertisement.Key Words:advertisement；English advertisement；translation principles；translation ways0 . IntroductionIn the era of information, advertisements have infiltrated into all walks of life and become an important source of information as well as an indispensable part in ou r life. With China’s entry into the World Trade Organization, more and more multinationals are doing business in China. And the local people get to know more about foreign products through advertisements, which appear almost everywhere, on TV, in newspapers and in the street. So there seems to be an increasing need for translation of English advertisements. Studies in this field will also be of great significance.Many studies on advertisements made by various scholars both at home and abroad have enabled people to have understanding of advertising.Advertising English is a practical style, it has its own features, and its translation is provided with unique ways and principles. And in this thesis there are four chapters. In chapter one, I talked about the definition of advertisements and advertising English, and in chapter two I mentioned the features of advertising English, in chapter three and four I have talked the principles and ways of advertising English translation. 1. Definition of Advertising and Advertising English1.1 Definition of AdvertisingBefore exploring the present topic, we need to find out whatadvertising is. In other words, we’ll clarify the definition of advertising. The word “advertise” originated from the Latin word “advertere”, which means “to inform somebody of something” or “to make known to the public” (Mueller, 1996:55). There are different kinds of definitions for advertising. Advertising is defined as “a method of delivering a message from a sponsor though an impersonal medium, to many people”; as “the use of mass media to carry paid message for a commercial purpose or to advance a cause, institution, or political candidate” and as “any paid from of non-personal presentation and promotion of idea, goods or services by an identifi ed sponsor” (Mueller, 1996:55).Owing to the limit of space, many more definitions are not listed here. But it should be noted that the definition by American Marketing Association (AMA) is the most popular and is most widely quoted as a relatively standard and precise definition of advertising. It defined advertising as “The non-personal communication of information usually paid for and usually persuasive in nature about products, service or ideas by identified sponsor through the various media” (Zhao Jin g, 1992:1).From the above definitions, we can understand that advertising takes the following meanings at least:1) It aims at groups of people rather than individuals. Advertising is non-personal; it is directed toward the masses of anonymous people.2) Most advertisements are paid by specific sponsor expect a fewunpaid ones like public service announcements.3) Advertising should be persuasive, for the fundamental role of advertising is enhancing brand awareness and urging people to purchase. The message has the explicit purpose of increasing sales through persuasion. (Zhao Jing, 1992:3).Information of Advertising EnglishEnglish in advertising refers to the English specially used in all kinds of advertisement. Advertising English as a practical style with high commercial value involves selling power and memory value, thereby it impresses the audience deeply. Advertisements must be eye-catching and possess attention value and readability.2. Features of Advertising EnglishAs a kind of mass media, advertising plays a very important role in modern society and permeates every aspect of social life. The advertising language has caused more and more attentions. As a kind of linguistic art, advertising has aroused attention to its language features. It is a sort of practical style, which has high commercial values. The language in English advertisement belongs to “loaded language”, which has a high “persuasive power”. It aims at inspiring people's imagination, stimulating their emotion, and persuading them to purchase certain commodities. It transfers the least information about commodity and service, and accelerates and promotes the sales of commodity, and consequentlyfurthers the development of modern society. In this chapter, we focus on the features of advertising English: its lexical features, syntactical features and rhetorical features.2.1 Lexical FeaturesFirstly, English advertisements usually involve many words; we call them as coinage and anagrammatic spelling, in order that it can draw attention of the people and covey the information of products effectively. Although these words are different from their original form, they are more vivid and interesting than the formers.Secondly, advertising usually use concise and an accurate words and expressio n. “Copywriting will directly influence purchasing motivation and is closely related to the benefit of the public”.(Net,1)2.2 Syntactical FeaturesThe purpose of all advertisings is to familiarize consumers with or remind them of the benefits of particular products in the hope of increasing sales, and the techniques used by advertisers do not vary markedly. An advertisement is often merely glimpsed in passing and so, to be effective, its message must be colorful, legible, understandable, and memorable.Firstly, the simple sentences are wildly needed in advertising English instead of complex ones, because the simple ones are easy to understand and memorable by consumers. They are concise in reading, lively andbeautiful by hearing.Secondly, the interrogative sentences are frequently used in advertisements. There are two reasons to use interrogative sentences. Viewing from the angle of psychology, it divided the process of information receiving into two phases by first raising a question and then answering it. Thus it turns the passive receiving into active understanding. From the linguistic angle, interrogative sentences decrease the grammatical difficulty, because they are usually short in advertisements.Thirdly, the imperative sentences are used in advertising English. 2.3 Rhetorical FeaturesRhetoric is widely employed in advertising English. Advertisers have made good use of them to give beauty, and force of advertising, and the creative use of them results in advertisements which are emotionally alive, intellectually appealing and memorable.In advertising English language, a lot of rhetoric are used, the top five frequently used are: analogy, personification, repetition, pun parody, and rhyming.Perhaps, analogy is the most widely in advertising English. It can be divided into two kind simile and metaphor. Simile is to compare one thing to another one, and in advertisement, the businessmen usually use it to make the abstract thing into the concrete one or familiar one to consumers’. In this way, it can attract the consumers’ interests and loveness to the goods.3 . Principles of Advertising English translationPrinciples for advertising translation discussed and illustrated in this chapter are based on and derived from the generally accepted translation standards. As advertising texts display so many distinct characteristics and play various exclusive functions.Three principles for advertising translation are introduced in the following.3.1 FaithfulnessOne of the main functions of advertising is to provide product information, including information about the brand name, price, size, performance, and characteristics of the product. Then it becomes extremely important for consumers to be able to understand all the information. The translated copy should provide as much necessary information as possible. Theoretically speaking, the product information in the source text should be reproduced in the target text completely and thoroughly, but it is impossible for some reasons. In other words, understandability occurs when absolute equivalence instead of relative equivalence is required. So, the first translation principle, faithfulness, proposed from the angle of advertising content, aims to maintain a high degree of fidelity to the source advert, first the content, then the form, if possible. Of course, if both of them can be kept in the target text, that’sperfect. Now, let’s look at the following examples.E.g.Fresh food and fresh air. The perfect recipe for a healthy life.I’ve chosen. It’s Candy.新鲜食物+新鲜空气，健康生活的绝妙处方。
英语商务翻译论文[5篇材料]
![英语商务翻译论文[5篇材料]](https://img.taocdn.com/s3/m/da71bef2b04e852458fb770bf78a6529647d3598.png)
英语商务翻译论文[5篇材料]第一篇：英语商务翻译论文A Study on Linguistic Features and Translation Strategies of English Business ContractsAuthor: Yang tao Tutor: Gao bei(Oriental Science & Technology College of Hunan Agricultural University, Changsha 410128)Abstract: The specific way of information transmitting in business activities accounts for the specific features of business English, which transmits the information of business theory and practice.The article analyses the linguistic features of business English through three aspects: words, sentence and text.With examples taken from business English translations, the author interprets that the linguistic features of business English influence a translator’s comprehension which in the end accounts for a correct business English translation.The exploring of principle of business English translation plays an important role in a successful translation.The author upholds the view that business English translators should follow the three principles of “faithfulness, exactness and consistency”.“Faithfulness” is the first principle for business English translators to follow;“exactness” is the key of these three principles;“consistency” guarantees a unified and stan dard translation.Key words: business English;linguistic features;translation principle英语商务合同的语言特征及其翻译策略作者：杨韬指导老师：高贝（湖南农业大学东方科技学院，长沙 410128）摘要：由于英语商务合同所传达的商务理论和实务等信息的特殊性，英语商务合同的语言有其特殊的特点。
翻译理论与技巧(A)试题集及答案
翻译理论与技巧(A)试题集及答案work Information Technology Company.2020YEAR翻译理论与技巧(A)试题集及答案(红色为自己所出题)一 Fill in the blanks.1.According to sociosemiotic theories, meaning consists of three aspects:_________, ___________ and ____________ .2.As far as communicative function is concerned, English sentences can beclassified into four types: ____________ , ___________ , _____________ and___________ .3.Professor Xu Yuanzhong ever proposed that literary translation shouldconform to the principle of “____________, __________ and ___________”.4.The basic procedures of translation are made up of three steps: __________,___________ and ___________ .5.Peter Newmark divided the function of language into six kinds, among whichthe most important four functions are ____________, ___________ ,__________ and ___________ .6.“Literal translation” is based on -language-oriented principle, while“liberal translation” is based on -language-oriented principle.7.Translators often abide by -oriented principle when they translateliterary works8.When we see th e sun, we often think of hope. It’s the meaning of thesun we in fact think of.9.Yan Fu’s standard for good translation is , and .10.According to Peter Newmark, the expression “How do you do” performs___________ function.11.We should analyze , and before we really put somethinginto the target language.12.According to the structure, English sentences can be classified intosentences, ___________ sentences, sentences and sentences.13.The three principles for translation advocated by Alexander Fraser Tytler are:①②③14.The sentence “The earth goes around the sun” performs the function oflanguage.15.When we hear somebody speaks ungrammatically, we know that he is notwell-educated. Here the language carries the meaning.16.According to the different signs that translation deals with, translation can beclassified into , , .17.Translation can be regarded as a , a or a .18.According to different topics, translation can be classified into translation,translation and translation.二 Translating the following sentences into Chinese.1Their host carved, poured, served, cut bread, talked, laughed, proposed healths.2The crafty enemy was ready to launch a new attack while holding out the olive branch.3Her dark eyes made little reflected stars. She was looking at him as she was always looking at him when he awakened.4The pictures that linger in his mind, called up in a moment by such sensations as the smell of roses or of new-mown hay, are of a simpler nature.5 It’s not easy to become a member of that club—they want people who haveplenty of money to spend, not just every Tom , Dick, and Harry.6 The door was unlocked. She went inside and sat in a stupor. She was nearcollapse, barely able to move her swollen feet.7 But my mother had not passed this way for years. And the slimness and thestride were long past, too.8 I was limp as a dish rag. My back felt as though it had been beaten with wires.9 As you know, we operate in a highly competitive market in which we havebeen forced to cut our prices to the minimum.10 I sat with his wife in their living room, looking out the glass doors to thebackyards, and there was Allen’s pool, still covered wi th black plastic that hadbeen stretched across it for winter.11 Time did not spoil the beauty of the walls, nor the palace itself, lying like ajewel in the hollow of a hand.12It is obvious that this was merely a case of robbing Peter to pay Paul. There was no real clearing up of the outstanding debt.13He doubtlessly expected hugs, tablefuls of food, tears, laughter, and conversation followed by more conversation, then hugs and more hugs allover again, without end.14There is nothing more disappointing to a hostess who has gone to a lot of trouble or expanse than to have her guest so interested in talking politics orbusiness with her husband that he fails to notice the flavour of the coffee,the lightness of the cake, or the attractiveness of the house, which may beher chief interest and pride.15English prose is elaborate rather than simple. It was not always so.16When I go around on speaking engagements, they all expect me to assumea Quaker-Oats look.17The door was unlocked. She went inside and sat in a stupor. She was near collapse, barely able to move her swollen feet.18“It is true that the enemey won the battle, but theirs is but a Pyrrhic victory.”said the General.19 A dirty-yellow sky had threatened rain all day and a hollow stillness hungover the valley.20I pulled up a chair and sat down. I sat with my legs wide apart at first. But this struck me as being irreverent and too familiar. So I put my kneestogether and let my hands rest loosely on them.21One day, while out on the bleak moors, Pip is startled by a hulking, menacing man who threatens him if he does not bring him some food immediately.22Hygeia herself would have fallen sick under such a regimen; and how much more this poor old nervous victim?23Our Band-Aid approach to economic development must be changed.24It would have been only courteous to kneel at the proper time, as all did, since I had voluntarily come to the church.25It develops an argument; it cites instances; it reaches a conclusion.26Father’s attitude toward anybody who wasn’t his kind used to puzzle me.27Several blocks from the park, running parallel to it, Clement Street bustles like a second Chinatown with dozens of ethnic restaurants.28We know that a cat, whose eyes can take in many more rays of light than our eyes, can see clearly in the night.29She stopped listening. She felt as though she had been slapped to the extreme outer edge of life, into a cold darkness.30Nancy Reagan, and not George Gallup, may well have the final say.31Mr. Kingsley and his Red Brick boys will have to look to their laurels.32The hungry boy was wolfing down his dinner.33I have a dream that my four little children will one day live in a nation where they will not be judged by the color of the skin but by the content of their character.34The importance of oceanography as a key to the understanding of our planet is seldom as well appreciated.35I pulled up a chair and sat down. I sat with my legs wide apart at first. But this struck me as being irreverent and too familiar. So I put my knees together and let my hands rest loosely on them.36There is a mixture of the tiger and ape in the character of the imperialists. 37 A country that wishes to become a member of WTO is to send in itsapplication before a working party is formed by WTO for examination of the specific conditions of the country.38When prices range from $34,500 to $50,000 per car, evidence that these machines are more than a cut above the rest is essential.39One of the most heartwarming aspects of people who are born with a facial disfigurement, whether minor or major, is the number of them who do not allow it to upset their lives, even reaching out to help others with the same problem.40The heavily laden infantry, though enjoying a superiority of six-to-one, simply could not keep to schedule and lost 60000 men in one day.41I have a cake in the oven that I was making for the Senora’s dinner.42The world is scraping bottom in the deepest economic slump in a half-century.43Now, dear, hurry home and make yourself pretty in your pink dress.44Military strategy may bear some similarity to the chessboard but it is dangerous to carry the analogy too far.45Studies show that otherwise rational people act irrationally when forced to stand in line or wait in crowds, even becoming violent.46Prolonged high unemployment will threaten the current leadership in other capitals as well, and it could ignite violent upheavals in some of the most hard-pressed land.47Many advocated strong action to bring the Prime Minister into line.48He cannot wholly detach himself from the technicalities and personal inconveniences which accompany the battle for intelligence.49I will not have it said that I could never teach my daughter proper respect for her elders.50Although the recession has reached every corner of the planet, the impact is uneven.51I think lawyers mistakenly believe complex language enhances the mystique of the law.52Not long ago, a foreign visitor whose English is extremely good told me of his embarrassment in a tea shop.53Meanwhile individual schools are moving on their own to redress the imbalance between teaching and research.54We have created a faculty of scholars frequently so narrow in their studies and specialized in their scholarship they are simply incapable of teaching introductory courses.55Then the players find out the lottery is not particularly good bet and they find other forms of gambling.56The English language is in very good shape. It is changing in its own undiscoverable way, but it is not going rotten like a plum dropping off a tree.57There has always been a close cultural link, or tie between Britain and English-speaking America, not only in literature but also in the popular arts, especially music.58We must just make the best of things as they come along.59But once I made the decision, I went at it with all flags flying.60 Autumn’s mellow ha nd was upon the woods, as they owned already, touchedwith gold and red and olive.三 Translate the following passage into Chinese.1Be very wary of opinions that flatter your self-esteem. Both men and women, nine times out of ten, are firmly convinced of the superior excellence of theirown sex. There is abundant evidence on both sides. If you are a man, you can point out that most poets and men of science are male; if you are a woman,you can retort that so are most criminals. The question is inherently insoluble, but self-esteem conceals this from most people. We are all, whatever part ofthe world we come from, persuaded that our own nation is superior to allothers. Seeing that each nation has its characteristic merits and demerits, weadjust our standard of values so as to make out that the merits possessed by our nation are the really important ones, while its demerits are comparatively trivial. Here, again, the rational man will admit that the question is one to which there is no demonstrably right answer. It is more difficult to deal with the self-esteem of man as man, because we cannot argue out the matterwith some non-human mind. The only way I know of dealing with this general human conceit is to remind ourselves that man is a brief episode in the life ofa small planet in a little corner of the universe, and that for aught we know,other parts of the cosmos may contain beings as superior to ourselves as we are to jelly-fish.2 Reading is fun, not because the writer is telling you something, but becauseit makes your mind work. Your own imagination works along with theauthor’s or even goes beyond his. Your experience, compared with his, brings you to the same or different conclusions, and your ideas develop as youunderstand his.Every book stands by itself, like a one-family house, but books in a library are like houses in a city. Although they are separate, together they all add up to something; they are connected with each other and with other cities. The same ideas, or related ones, turn up in different places; the human problems that repeat themselves in life repeat themselves in literature, but with different solutions according to different writings at different times.Reading can only be fun if you expect it to be. If you concentrate on books somebody tells you “ought ” to read, you probably won’t have fun. But if you put down a book you don’t like and try another till you find one that means something to you, and then relax with it, you will almost certainly have a good time—and if you become as a result of reading, better, wiser, kinder, or more gentle, you won’t have suffered during the process.3 It is well that the commonest fruit should be also the best. Of the virtues ofthe orange I have not room fully to speak. It has properties of health giving, as that it cures influenza and establishes the complexion. It is clean, forwhoever handles it on its way to your table, but handles its outer covering, its top coat, which is left in the hall. It is round, and forms an excellentsubstitute with the young for a cricket ball. The pip can be flicked at yourenemies, and quite a small piece of peel makes a slide for an old gentleman.But all this would count nothing had not the orange such delightful qualities of taste. I dare not let myself go upon this subject. I am a slave to its sweetness. I grudge every marriage in that it means a fresh supply of orange blossom, the promise of so much golden fruit cut short. However, the world must go on.With the orange we do live year in and year out. That speaks well for theorange. The fact is that there is an honeaty about the orange which appeals to all of us. If it is going to be bad—for the best of us are bad sometimes—it begins to be bad from the outside, not from the inside. How many a pearwhich presents a blooming face to the world is rotten at the core. Howmany an innocent-looking apple is harbouring a worm in the bud. But theorange has no secret faults. Its outside is a mirror of its inside, and if you are quick you can tell the shopman so before he slips it into the bag.4 It is odd to watch with what feverish ardor the Americans pursue prosperityand how they are ever tormented by the shadowy suspicion that they may not have chosen the shortest route to get it.Americans cleave to the things of this world as if assured that they will never die, and yet are in such a rush to snatch any that come within their reach, as if expecting to stop living before they have relished them. They clutch everything but hold nothing fast, and so lose grip as they hurry after some new delight.An American will build a house in which to pass his old age and sell it before the roof is on; he will plant a garden and rent it just as the trees are coming into bearing; he will clear a field and leave others to reap the harvest;he will take up a profession and leave it, settle in one place and soon go off elsewhere with his changing desires. If his private business allows him amoment’s relaxation, he will plunge at once into the whirlpool of politics.Then, if at the end of a year crammed with work he has a little spare leisure, his restless curiosity goes with him traveling up and down the vastterritories of the United States. Thus he will travel five hundred miles in afew days as a distraction from his happiness.Death steps is in the end and stops him before he has grown tired of this futile pursuit of that complete felicity which always escapes him.5 Through all of our history we have pondered the stars and mused whetherhumanity is unique or if, somewhere else in the dark of the night sky, there are other beings who contemplate and wonder as we do, fellow thinkers in the cosmos. Such beings might view themselves and the universe differently.There might be very exotic biologies and technologies and societies. In a cosmic setting vast and old beyond ordinary human understanding, we are a little lonely, and we ponder the ultimate significance, if any, of our tiny but exquisite blue planet. The search for extraterrestrial intelligence is the search for generally acceptable cosmic context for the human species. In the deepest sense, the search for extraterrestrial intelligence is a search for ourselves. Along with the growing dedication to a serious search, a slightly negative note has merged which is nevertheless very interesting. A few scientists have lately asked a curious question: if extraterrestrial intelligence is abundant, why have we not already seen its manifestations?6 A real woman, by my definition, neither despises nor worships men, but isproud not to have been born a man, does everything she can to avoidthinking or acting like one, knows the full extent of her powers, and feels free to reject all arbitrary man-made obligations. She is her own oracle of rightand wrong, firmly believing in her five sound senses and intuitive sixth. Oncea real woman has been warned by her nose that those apples are tasteless orassured by her finger-tips that this material is shoddy, no salesman in theworld can persuade her to the contrary. Nor, once she has met some personage in private and summed him up with a single keen glance as weak, vain or crooked, will his mounting public reputation convince her otherwise. She takes pleasure in the company of simple, happy, undemanding women; but seldom or never finds a friend worthy of her full confidence.翻译理论与技巧（A）答案一 1 designative meaning or referential meaning, linguistic meaning and pragmatic meaning2 declarative sentences, interrogative sentences, imperative sentences and exclamatory sentences3beauty of meaning, beauty of sound and beauty of form4comprehension, expression and testing5informative function, expressive function, vocative function and aesthetic function6source, target7Aesthetics8Associative9Faithfulness, Expressiveness, Elegance10phatic11Grammar, meaning and structure.12Simple, compound, complex, compound complex131) A translation should give a complete transcript of the idea of the original work; 2) The style and manner of writing should be of the same character as that of the original; 3) A translation should have all the ease of the original composition.14informative15indexical meaning.16Intralingual translation, interlingual translation, intersemiotic translation17science, art, skill(craft)18professional translation, literary translation, general translation二 1他们的主人，又是割啊，又是倒啊，又是上菜啊，又是切面包啊，又是说啊，又是笑啊，又是敬酒啊，忙个不停。
英语翻译专业毕业论文选题
“论文学翻译过程”“语义翻译和交际翻译理论在英汉翻译中的运用”“英语句子成分的省略及汉译”“文学翻译中隐喻的传译”一、选题范围1、翻译与文化：可以从宏观和微观两个方面考虑。
宏观方面，一般从翻译在目的语社会文化中的生产、接受、翻译在目的语社会文化中所起的功能等角度讨论，可以从社会、文化、历史、交际的视角切入。
阐述为什么有那样的译文？如严复的翻译，林纾的翻译，傅东华翻译《漂》时为什么使用归化的手段，鲁迅翻译的策略，翻译材料的选择等等。
微观方面，可以讨论语言文字所承载的文化内容和内涵如何在翻译中表达，如文化负载词的翻译策略等。
2、翻译与语言学理论：可以从篇章语言学，功能语言学（如喊韩礼德的系统功能理论等），对比语言学，心理语言学，交际语言学、文化语言学等方面考虑选题。
如功能语言学和篇章语言学中讨论的衔接与连贯及其翻译，也可以讨论他们在英语和汉语中的差别入手，进一步讨论他们在翻译中的处理，主位、述位的推进极其在翻译中的体现。
英语汉语对比及其翻译策略等等。
3、翻译与语文学。
主要从艺术的角度讨论文学翻译中的问题。
4、应用翻译：主要从特殊用途英语如商务英语、科技英语、旅游英语等方面讨论在这些特殊领域中涉及的翻译问题如何处理。
如旅游宣传资料的翻译等。
5、译文对比：可以是同一篇文章、同一本书，不同的译者在同以时期或不同时期进行的翻译做的对比，也可以是同一个译者对同一篇文章或书在不同时期的翻译的对比；可以是翻译技巧等微观层面的对比，也可以是宏观曾面的对比，以探索为什么在不同时期译者回采取不同的策略，有哪些社会的、文化的、政治的、意识形态的原因？6、翻译及评论：首先选择一篇长文，一般是文学作品且没有人翻译过，进行翻译，翻译完后，从上述五个方面选择一个理论视角对自己的翻译进行评论。
7、译者风格。
8、翻译与美学。
二、选题方法：上述各个方面均可写出几本甚至几十本专著，因此大家从上述方面可以选出一个写作的范围。
缩小选题范围：首先是广泛浏览上述各有关方面翻译研究资料，以确定自己对哪方面感兴趣且有话可说，这是缩小范围的第一步。
On_the_Accuracy_of_Chinese_English_Translation_of_
论国际商务合同英译的准确性On the Accuracy of Chinese-English Translation ofInternational Business ContractsAbstractWith China's market economy developing very fast and the deepening of the reform and opening up to the outside world, economic exchange with foreign countries is ever increasingly frequent,Chinese enterprises are finding more and more chances to cooperate with foreign businessmen. In order to conclude an international transaction parties should communicate with each other regularly via the help of translation. Contract, as a legal agreement, stipulates the obligations and rights for both the buyer and the seller, therefore the quality of its translation is essential to successful business cooperation.A study on the accuracy of translating contract documents will be well discussed in this thesis. Firstly, a general introduction is given about the contract, including the definition, general provisions, legal elements and the significance of this study. Then in order to apply the techniques into the development of international business contract translation accuracy, the similarities and differences of language features between English and Chinese are illustrated. Next, through the adaptation of Halliday’s register theory, its application is probed in the improvement of international business contract translation. Lastly, the inaccuracy cases are explained and some suggestions are given.Key words: international business contract; C-E translation; accuracy摘要随着我国市场经济的不断发展和改革开放的不断深入，市场竞争机制得到进一步完善，对外经济贸易往来日益频繁，企业涉外经营的规模逐步扩大，与外商合作的机会越来越多，起草、谈判、签订商务合同成为必不可少的环节,其中起桥梁作用的当数翻译了。
论文题目
英 语 专业 1999 年级毕业论文（设学号 姓 名 指导教师 论 文 题 目2099001 唐 萍 吕 艳 A Comparative Study of English and Chinese Euphemisms 英汉委婉语对比研究 2099002 郑 梅 雷志敏 Characteristics of English Vocabulary in Advertising 广告英语的词汇特点2099003 杨婷婷 余富林 An Inter-communication View of Words and Their Translation 从跨文化角度看词的文化意义及其翻译 2099004 梅光幸 雷志敏 The Features of Adjective Suffixes 形容词后缀的特征2099005 杨 英 吕 艳 Politeness Principles in English Communication and Pragmatic Failure 英语交际中的礼貌原则和语用失误2099006 李春花 龙纯良 The Comparative Study of Color in Cutural Meaning Between English and Chinese 英语中颜色词的翻译 2099007 周 杰 何敏慧 S trategies for Improving Students’ Listening Abilities 提高学生听力能力之策略2099008 李海燕 阙道彬 Modal Expressions of Adjectives and Adverbs in the Context 英语形容词、副词在语境中的情态表达 2099009 李文英 刘开军 A Comparative Study Between English and Chinese Passive Voice 英汉被动语态cf 比较研究 2099010 李 平 宗乐善 A Comparative study of English and Chinese Onomatopoeia 英汉摹声比较 2099011 陈 英 刘淑芳 Features of Computer English Word-formation 计算机英语的词法特征 2099012 唐 淼 余富林 The Characteristics of Web English 网络英语的特点2099013 谢玉平 吴传凤 Vivid Characters, Deep Impressions – An Analysis of the Characters in Oliver Twist 鲜明的人物，深刻的印象－《雾都孤儿》人物分析2099014 伍平华 莫善清 Analysis of Puritanism Perspectives The Scarlet Letter 红字中的清教主义思想2099015 李建萍 刘淑芳 The notional passive and comparison between English and Chinese 意义被动句及其英汉比较 2099016 黄赛花 刘淑芳 The Forms and Uses of Genitive Nouns of English 英语名词属格的形式和用法 2099017 张 镟 刘肇云 A Comparative of Existential Sentence in English and chinese 英汉存在句对比 2099018 向亚萍 徐明初 The English and Chinese comparison of Rhetoric in Advertisements 英汉广告修辞对比 2099019尹卫玲高绍祥The Referential Function of the Definite Article 定冠词的指涉功能计）清理汇总表学号姓名指导教师论文题目2099020 向延梅吴传凤The Characteristics and Translation of Trademark Words商标英语的特点和翻译2099021 刘彩霞余富林On the Phenomena of Sentence Contraction in English and Chinese Marks论英汉语中的句子紧缩现象2099022 游丽娟刘肇云Functions and Application of English Punctuations英语标点符号的功能及应用2099023 左光辉余富林 A Comparison of Animal Figures in Chinese and English中英有关动物的比喻的比较2099024 彭锦红陈勇The Linguistic Features of Punning Advertisement广告双关语的言语美特点2099025 佘晶丹熊云甫The Image of Tess by Hardy哈代笔下的苔丝形象2099026 李晓靓余富林 A Comparison of English and Chinese Phonetic Ambiguity英汉语音歧义的比较2099027 杨瑜徐明初Translation Techniques of Proverbs and Idioms 谚语和习语的翻译技巧2099028 郑奇陈勇The Choice of Contents and Ways in Translation论翻译的内容与译法的选择2099029 肖清芳陈勇Semantic Abnormality and Rhetorical Collocation in English英语中的语义异常与修辞搭配2099030 刘劲宗乐善The Analysis of Gertrude’s Psychological Description in Sons and Lovers 浅析《儿子与情人》中格鲁德的心理描写2099031 罗秋霞宗乐善The Nature of Metaphor—From the Nature of Metaphor to Its Differences Between English and Chinese 隐喻的本质—从隐喻本质看英汉差别2099032 胡芳刘肇云On the Translation of Trademark Words 浅谈商标词的翻译2099033 唐亚兰吕艳Application of Body Language体态语的应用2099034 龙兰丽何敏慧 A Comparison of the Forms of Plural Nouns between Chinese and English中英名词复数形式的对比2099035 骆娟杨玲The Comparative Study between Metonymy and Metaphor借代与隐喻辞格的比较研究2099036 李丹吕艳The Differences Between British and American English英式英语和美式英语区别2099037 伍华高绍祥Characteristic Language—Analyzing Desdemona’s Charater from the Words 性格语言—从Desdemona 的语言看其性格英语专业1999 年级毕业论文（设计）清理汇总表学号姓名指导教师论文题目2099038 陈岚李钢The Realism in The Adventures of Huckleberry Finn现实主义《哈克贝利·费恩历险记》中的表现2099039 李娟雷志敏 A Comparative Study of the English and Chinese Color Terms英汉颜色词使用的对比研究2099040 王焕相刘开军 A Minor Classification of English Modals and Semi-modals英语助动词与和半助动词之细微分类2099041 陈莹李诗平 A Study of English Active Form With Passive Meaning英语主动形式被动意义研究2099042 章静陈兴An Analysis of Language Features in English Advertisings广告英语的语言特点分析2099043 梅宏娟杨玲Transitional Words and Their Usage论过渡词及其用法2099044 张凤年莫善清The Development of the American Civil Rights Movement in 1960s论美国六十年代民权运动的发展2099045 罗兆毓龙纯良Cultural Factors and Limitations of Translation翻译的文化因素局限性2099046 李丹娄胜平Contest Immersion and Emergence in the Translation of Chinese Poetry into English 汉诗英译中的语境与“融入”和“化入”2099047 卫雁熊云甫On Gray’s Elegy论格雷的《墓畔幽思》2099048 文卓吴传凤Body Language in English Teaching in Middle School中学英语教学中的体态语2099049 王令牛张莉On the Fighting Spirit in The Grapes of Wrath论《愤怒的葡萄》中的斗争精神2099050 毕维陈兴Sexual Discrimination in English 英语中的性别歧视2099051 曹晓燕张杨莉On the Betrayal and Rebellion in Wuthering Heights论《呼啸山庄》中的背叛与反抗2099052 李泽民熊云甫An Analysis of When You are Old评析叶芝各诗《当你老了》2099053 唐华松金泽民Holden’s Confusion, Struggle and S elf-salvation—A P sycho-analysis of the Hero of T he C atcher in the Rye霍尔顿的困惑、抗争与自救——《麦田里的守望者》主人公的心理解析2099054 范胜兰张杨莉A n Analysis of Elizabeth’s Character in Pride and Prejudice对《傲慢与偏见》中伊丽莎白性格的分析2099055 任艳霞吕艳English Idioms and Culture英语习语与文化英语专业1999 年级毕业论文（设计）清理汇总表学号姓名指导教师论文题目2099056 郑剑湘张杨莉The Characterization of Robinson Crusoe 论鲁滨逊的性格塑造2099057 潘叶青牛张莉A Comparative Study of Black Women and White Women’s Social Status in the U.S论美国黑人妇女和白人妇女的社会地位比较2099058 刘炎斌娄胜平The Translation of Indefinite Numerals in English 英语不确定数词的翻译2099059 谢艳丽熊云甫Marfin Eden’s Choice of Death 论马丁伊登的死亡选择2099060 杨红盛海玲On the Use and Translation of “as…as…”论as…as…的用法与翻译2099061 刘定宏牛张莉A C omparative Study of Two Concepts of Privacy and “Ladies First”in China and the Western Count ries 有关隐私和女性优先观念在中国和西方国家的比较研究2189062 何莉牛张莉A Comparative Study of Western China Development and American Westward Expansion 中国西部开发与美国西进运动的比较研究2279063 李洁莫善清The Political Essence of American Economic Aid in Modern Times论新时期美国经济援助的政治内涵2369064 付丽兰牛张莉A Look at the Mass Media of China and Britain Today and its Words Characteristics 浅谈中英大众媒体之现状及词汇特点2459065 蒋春凤刘肇云On English Passive Voice小议被动态2549066 肖江蓠刘开军On the Flexible Use of English Animal Words 浅谈英语动物动词的活用2639067 蔡凤莲娄胜平The Flexibility of the Translation of Chinese Idioms汉语成语英译的灵活性2729068 谭保华熊云甫On Ursula in The Rainbow论《虹》中的厄修拉2819069 戴郁静陈勇Analysis of Ceategorized Context and the Politeness Principle of Lrony 反语的分类语境和礼貌原则浅析2099070 冯丽陈兴On English Color Terms英语颜色词的研究2099071 陈娉婷娄胜平On the Associative Meaning of the Main Color Words小议颜色词的联想意义2099072 尹佳陈兴On the Rhetorical Value of Taboo Words论禁忌语的修辞价值2099073 胡丽妮娄胜平On the Free Translation in the Translation of Idioms 试论习语翻译中的意译英语专业1999 年级毕业论文（设计）清理汇总表学号姓名指导教师论文题目2099074 代利群雷志敏The Infinitive Active in Form and Passive in Meaning 英语不定式主动结构表被动意义2099075 杨翠萍袁妮A Comparison of English and Chinese Proverbs and Their Translation 英汉谚语的比较与翻译2099076 吴丹绮雷志敏A Comparative Study of the “Be” Subjunctive and the Imperative Mood Be型虚拟语气与祈使语气的比较研究2099077 刑剑袁妮Faithfulness in Translation论翻译的忠实性2099078 张碧海熊云甫The Pursuit of Gatzby论盖茨比的追求2099079 李冬华熊云甫C ompson’s Family Tragedy in The Sound and Fury论《喧华与骚动》中康普生家族的悲剧2099081 周琴娄胜平On the Metaphoric Meaning of Colors and Their Translation 论英汉颜色的喻义及其翻译2099082 毛丹张英慧Cultural Differences between English and Chinese Color Words and their Translation 英汉颜色词的文化差异及翻译2099083 易平雷志敏 A Comparative Study of Chinese and English Passive Sentences英汉被动句比较研究2099084 赵静宗乐善On the Interactive Teaching Method交互式教学方法2099085 邵春花杨玲Some Ways of Expressing Implied Negation英语含蓄否定的若干表达方式2099086 伍俊刘淑芳On the Rhetorical Features of English Proverbs论英语谚语的修辞特征2099087 唐媚芬雷志敏On English Noun Modifier论英语名词定语2099088 刘颖颖李诗平 A Comparative Study of Chinese and English Onomatopoeias 中英拟声词对比研究2099089 刘红梅余富林Domestication and Foreignization in the Translation of English Idioms 英语习语翻译的归化与异化2099090 成霞陈勇Differences of Body Language in Cross-Culture Communication跨文化交际中身体语言的差异性2099091 周孟瑜刘开军On English Subjunctive Verb Forms and Their Classifications论英语虚拟语气动词及其分类2099092 张漫红刘开军On the Structure Classification of English Tag Question附加疑问句的分类研究英语专业1999 年级毕业论文（设计）清理汇总表学号姓名指导教师论文题目2099093 陈琼华徐明初On Functions of Semantics and Discourse in There-Existential Sentences 论存在句的语义功能和语篇功能2099094 颜红亮徐明初Study on Vogue-Words论英语中的时髦词2099095 刘玲牛张莉On the Social Value of Gone with the Wind and Scarle tt’s Character论《飘》的社会价值和斯佳丽的人物性格2099096 罗利波牛张莉On the Development of Jane Eyre’s Character试论简爱·性格的发展2099097 洪国旗刘肇云 A Comparison between American Puritanism and New Transcendenlism美国清教主义与超验证主义比较2099098 程艺李诗平 A Tentative Study on English Euphemism浅论英语委婉语2099099 洪芳牛张莉On The Hard-boiled Image in Hemingway’s Works 论海明威作品中的“硬汉”形象2099101 徐佳丽何敏慧On the Art of Rhetorical Devices浅谈广告中英语中修辞的艺术2099102 李红英杨玲On the Rhetorical Structures of Texts 语篇的修辞结构分析2099103 杨石英徐明初On Transferred Epithet and Its Translation浅谈移就修辞及其翻译2099104 陈顺意李诗平The Latest Development of English & Chinese Vocabulary 英汉词汇的新发展2099105 易杨牛张莉The Different Fate of the Two Women Love Defenders—My Comments on Lin Daiyu and Jane Eyre 两个为爱而战的两个女性的不同命运---我看林黛玉和简爱2099106 曾德洁陈勇Cutural Metaphoric Meaning of Food Language in Englsih Colloquialism论英语口语中饮食语言的文化喻义2099107 涂增莫善清Changes of Value in Gone With The Wind《飘》中所体现的价值观念转化赏析2099108 陈英莫善清On Comparison Between ways of Thinking and Value Tendencies of Americans and Chinese论中美思维方式的差异及价值取向之比较2099109 代立高绍祥The lnterpersonal Function in Business Letter商务信函中的人际功能2099110 彭俊高绍祥The Textual Functions of Pre-Predicate That- Clauses That -Clauses前置的语篇功能2099111 王文升宗乐善Female Characters As Spiritual Educate In Spenser’s The Faerie Queene斯宾塞《仙后》中作为精神教育家的女性英语专业1999 年级毕业论文（设计）清理汇总表学号姓名指导教师论文题目2099112 付依娜陈兴Symbolism in Idiomatic Expressions习语的象征意义2099113 黄亦贵刘淑芳On the Main Differences between American English and British English 美式英语与英式英语的差异2099114 孙艳高绍祥On the Semantic and Pragmatic Meaning of Utterance论话语的字面意义和语用意义2099115 曹云辉徐明初Translation Skills of Culture-loaded Words—On“Setected stories of LuXun” 文化员找词汇的翻译方法和技巧——《鲁迅小说选》英译谈2099116 定莹张杨莉On the Image of Women in Jan Eyre论《简爱》中的女性形象2099117 袁琦刘淑芳A n Analysis of the Part of Speech of “As” and Its Uses As的词性与用法分析2099118 裴静余富林The Translation of the Passive Voice in EST 科技英语被动语态的翻译2099119 彭云佳阙道彬The Useage of Articles冠词的用法2099120 徐欣张杨莉Wordswort h’s View on Nature and Life 论华兹华斯的自然观及人生观2099121 易玲陈兴Mastering the Studying Law of Children’s Language Learning and Promoting the Second Language Acquisition 掌握儿童语言学习规律，促进二语习得2099122 杨薇娄胜平Advertisement Translation广告的翻译2099123 张家武刘开军Some Aspects of Articles in English Study英语冠词学习要点2099124 谭智凤吴传凤The Comparison between English and Chinese Nonce Words英汉仿词比较2099125 张志华牛张莉O n the Creation of Characters in Dicken’s A Tale of Two Cities论狄更斯《双城记》中的人物塑造2099126 郑曼陈勇On Similarities and Differences in the Formation English and Chinese 浅谈英汉仿词在构成形式上的异同2099127 万前珍吴传凤Love Always Overcomes Hatred爱总能战胜恨2099128 杨丛李诗平The Characteristics of American English美国英语的语言特点2099129 陈丽娟盛海玲Aanalysis on the Chineses Borrowings in English 英语中汉语借词探析英语专业1999 年级毕业论文（设计）清理汇总表学号姓名指导教师论文题目2099130 刘美华张杨莉The Rhetoric in The Merchant of Venice论《威尼斯商人》中的修辞现象2099131 蒋英杰高绍祥The Textual Function of Passive Voice论被动语态的语篇功能2099132 金燕飞陈兴Features of Network English网络英语的特点2099133 袁涛吴传凤The Use of Body Language in Middle Schools中学英语教学中体态语言的运用2099134 刘茵莫善清A Comparison Between American and Chinese Higher Education in the 21st Century 二十一世纪中美高等教育之比较2099135 杨小芳余富林The Use of the Comma and the dash in EST科技英语中逗号与破折号的用法2099136 姜建华雷志敏On Phenomena of Sexism in English 英语中的性别歧视现象2099137 王华平盛海玲On the Transferred Negation in English浅析英语中的否定转移2099139 段岚龙纯良On How to Translation of the Chinese Reduplicated Words into English汉语叠词英译2099140 张警方阙道彬The Classification and translation of English Idiom Preposition英语成语介词的分类及翻译2099141 金佳宗乐善On Hardy’s Fatalism in Tess论《苔丝》中哈代的宿命论2099142 韩飞岸刘淑芳The Features and Origin of French Borrowings in English英语中法语外来词的特点及由来2099143 姚燕群张英慧Symbolism of Colors in idomatic Expressions颜色习语表达的象征意义2099144 黄书何敏慧The Difference of Styles in Translation 翻译中的文体差异2099145 江友君余富林On the Translation of Noun Phrases in EST科技英语名词术语的译法初探2099146 王湘艳熊云甫Tess’ Sense of Responsibility苔丝的责任心2099147 彭术连何敏慧Teacher’s Roles in Class教师在课堂中的角色2099148 胡小玲张英慧On Euphemistic Expressions in English论英语中的委婉表达法英语专业1999 年级毕业论文（设计）清理汇总表学号姓名指导教师论文题目2099149 熊梅何敏慧The Nominalization and Grammatical Metaphor英汉名词化和语法隐喻2099150 侯海英徐明初The Structures and Characteristics of English Simile and Metaphor 英语中的比喻结构的特征2099151 赵禹熊云甫Humanitarianism in A Tale of Two Cities《双城记》中的人道主义思想2099152 刘亦伶何敏慧On Satire and Humor in Pride and Prejudice浅析《傲慢与偏见》中的讽刺与幽默2099153 彭娟李诗平English Phrasal Verbs论英语短语动词2099154 印晓蕾刘肇云Cultural Difference of English—Chinese Idioms and Its Translation英汉习语的文化差异与翻译2099155 唐琳吕艳On English Rhetorical Elliptical Sentences英语修辞省略句2099156 刘怡君刘肇云Communication Failures Appeared in Intercultural Communication论跨文化交际中的语用失误2099157 钱晓静杨玲On Zeugma’s Rhetorical Effect and Translation浅析轭式搭配的修辞效果与翻译2099158 李永红徐明初 A Comparative Study on Oxymoron and Duiding英语矛盾修辞比较研究2099159 姚维余富林The Translation of Long Sentences in EST科技英语的长句翻译2099160 刘园园余富林The Differences and Application of Chinese and English Palindrome中英回文辞格的发展差异与应用2099161 曾欢张杨莉Lolita, the Tragedy of Pedophilia《诺莉塔》：恋童癖的悲剧2099162 艾华香熊云甫S arah’s Way to Freedom萨拉的自由之路2099163 陈雪张杨莉Jane Eyre’s Sense of Interiority简爱的自卑感2099164 彭翔高绍祥Coherence in Interpretation of Discourse论语篇翻译中的连贯2099165 刘琢徐明初Influence of Cultural Differences on Translation 文化差异对翻译的影响2099166 张欣子盛海玲On the Form of Emphasis in English 英语中的强调的表达形式英语专业1999 年级毕业论文（设计）清理汇总表学号姓名指导教师论文题目2099167 刘婉萍袁妮On Translation of English New Words论英语新词的翻译2099168 欧勇刘开军A Brief Exploration of Lexical Ambiguity in English and Its Pragmatic Effects Words 浅谈英语词汇的歧义与语用效果2099169 陆晓红娄胜平On Ellipsis论省略2099170 朱兰红余富林The Cultural differences and translation of English and Chinese idioms 英汉习语与文化差异的翻译2099171 高艳琴张英慧On Emphatic Patterns in English英语中的强调形式研究2099172 田薇琪徐明初On Chinglish in Chinese-English Translation中英翻译的中式英文2099173 田湘群徐明初Elementary Analysis of Translating Attributive Clause浅析定语从句的翻译2099174 胡秋明刘开军 A Brief Research on the English Infinitive Structure英语不定式初探与研究2099175 唐冰芳陈勇English Words Sanantic Variattion and the Society英语词汇语义变化与社会的关系2099176 昌佩仙熊云甫On the Symbolism in Blake’s Poems论布莱克诗歌中的象征主义2099177 许剑凤张英慧Some Ways of Expressing Implied Negation in English英语含蓄否定表达法种种2099178 梁怡君吴传凤On Franslation of Trademarks and Names of Export Commodities论商标、出口商品名称的翻译2099179 周菡盛海玲 A Brief Introduction to Grammatical Ambiguity in English浅谈英语中的语法歧义现象2099180 伍海英余富林On the Basic methods and skills of translation of Business English Terms 商务英语词汇翻译常用方法与技巧初探2099181 刘金娥高绍祥The Functions of Pre-Posed Infinitive clauses不定式分句前置的使用功能2099182 田芝盛海玲On The Borrowed Elements in the English Vocabulary 浅谈英语词汇中的外来成份2099183 吴红梅宗乐善English Synonyms and Vocabulary Enlargement英语同义词及词汇扩展2099184 傅亚辉吕艳On the Use of Euphemisms in The Daily Life浅议委婉语在日常生活中的运用英语专业1999 年级毕业论文（设计）清理汇总表学号姓名指导教师论文题目2099185 杨才有徐明初Parody in advertisement A study on Translation广告中的仿似现象探悉2099186 戴杏花盛海玲On the Semantic Function and Usage of the Conjunction “and”连词“and”的语义功能与用法2099187 刘桂郴徐明初A BriefTalk on Differences and Translatability of English and Chinese Idioms 浅析英汉习语的文化差异及其可译性2099188 叶荣兴宗乐善On Steps of Learning English 英语学习步骤浅议2099189 刘忆平张英慧 A Comparative Study of Ambiguity and Pun in English英语中歧义与双关的对比研究2099190 鲁亚丽何敏慧Slangs about Vegetables & Fruits in English and Their Uses英语中有关蔬菜和水果的俚语及其运用2099191 赵生群刘开军On Absolute Nomination Construction浅析独立主格结构2099192 何乐吴传凤 A Balanced Approach to Oral English Teaching英语口语教学平衡方法2099193 李艳刘开军On the Verb Forms of English Subjective Mood浅谈英语虚拟语气的动词形式2099194 尹晔玲李诗平 A Contrastive Study on English and Chinese Idioms 英中习语对比2099195 石子娟袁妮On Translation of English Allusion英语典故的翻译2099196 文芬高绍祥 A Constrastive Analysis of Euphemism Between Chinese and English中英委婉语的对比分析2099197 向淑敏陈兴On the Fuzziness and Vagueness of Language 论语言的模糊与含糊2099198 陈兰龙纯良Refle ctions on Animals in and out of China从国内外的动物说起2099199 徐颖刘肇云Translation Techniques of Chinese Idioms汉语成语的翻译技巧2099201 李召军徐明初Idioms and Features of Idioms习语及其习语特征2099202 孙慧李诗平 A Comparative Study on the English and the Chinese Metaphor英汉隐喻对比研究2099203 石娜杨玲A Comparative Study of Euphemism and Fuzzy Language in English and Chinese委婉语与模糊语中英对比研究英语专业1999 年级毕业论文（设计）清理汇总表学号姓名指导教师论文题目2099204 卜成芳盛海玲On Idioms Used in Colloquial English论习语在英语口语中的使用2099205 涂少芳张英慧 A Probe into the Feminist Idea of Jane Eyre简·爱女权主义思想初探2099206 胡丰龙纯良Translation of the Peculiar Speech of Each Participant in the Conversation 论小说个性语言翻译2099207 文慧红阙道彬On the Cognition and Usage of Metaphor论隐喻的认知及其运用2099208 彭慧玲雷志敏The Classification of Metaphor隐喻的分类2099209 程竹玲阙道彬On the Types and Uses of the Passive Voice论英语被动语态的类型及用法2099210 夏金锦刘开军 A Detailed Study on THERE in English Existential Sentence试论英语存在句结构中的引导词THERE 2099211 傅诺诚何敏慧The Differences of Rhythm between Chinese and English英汉节奏差异2099212 杨见清阙道彬On The Usage of “T hat”论“That”的用法2099213 李玲何敏慧The Exploration of Oral English Teaching Methodology英语口语教学法探讨2099214 李志文龙纯良To Cultural Difference between English and Chinese Idioms and Their Translation 浅谈英汉习语的文化差异及翻译2099215 赵娟鹃刘淑芳On Feminism in Pride and Prejudice试论《傲慢与偏见》中的女权意识2099216 舒丽颖何敏慧Appropriate Use of Body Language in Spoken English Teaching 英语口语教学中体态语的适当使用2099217 文慧袁妮On Translation of Trade Marks论商标的翻译2099218 洪林阙道彬The Rhetoric in Advertising English广告英语中的修辞2099219 杨艳莫善清The Hegemonic Nature of Unilateralism of the Bush Administration’s Foreign Policy 布什政府外交政策单边主义的霸权主义实质2099220 李凤娟徐明初The Linguistic Characteristics of Business English and Its Translation 商务英语的语言特点及翻译刍义2099221 谭静刘淑芳On the Borrowed Words in English英语中的外来词英语专业1999 年级毕业论文（设计）清理汇总表学号姓名指导教师论文题目2099222 刘桂花李诗平Color Words in English英语中的颜色词研究2099223 周辉龙纯良The Existence and adaptation of Untranslatable From不可译现象的存在和转化2099224 刘莉英陈兴The Tense-Aspect System of English Grammar-Forms and Meanings英语语法中的时体体系：形式和意义2099225 石亚娟陈兴On Vague Terms in Everyday Spoken English论英语日常口语中的模糊词语2099226 谢艳泓徐明初A Tentative Study on the Translation of Adverbial English Dallses in Clause 英语状语从句汉译初探2099227 林池容杨玲Euphemism and Its use in Translation 委婉语及其在翻译中的使用2099228 蒋丹刘淑芳The Communicative Functions of Euphemism委婉语的交际功能2099229 胡焱平阙道彬On the Usage of “It”“It”的用法2099230 李红阙道彬On English Linguistic Taboos论英语语言的禁忌2099231 雷彩云阙道彬 A Tentative Analysis of English Color Words探英语中的颜色词2099232 雷国红李诗平On English Siamese Twins 英语成对词词组初探2099233 谭林池李诗平On English Elliptical Sentence英语省略句2099234 邓晖吕艳The Characteristics of Attributes in English英语定语之我见2099235 道霞李钢Feminism in Jane Eyre论女权主义在简爱中的体现2099236 左欢袁妮The Translation of Idioms 谈习语翻译2099237 李彦妮牛张莉 A Comparative Study of Chinese Jokes and Western Humor中国笑话和西方幽默2099238 李小红张英慧Cultural Differences in English and Chinese Everyday Conversation中英日常会语中的文化差异2099239 游菲菲盛海玲The Form and Function of the Euphemism英语委婉语的构成及其功能英语专业1999 年级毕业论文（设计）清理汇总表学号姓名指导教师论文题目2099240 李子祥莫善清O n the Pessimistic Fendencies in Hemingway’s later works试论海明威后期中作品中的颓废主义倾向2099241 彭旭娟龙纯良On the Cultural Differences between Chinese—English Translation论中英翻译中的文化差异2099242 陈昊袁妮On Translation of English of Colour Words论颜色词的翻译2099243 韩雨飞盛海玲An Analysis of the Usage of Infinitive in English不定式的用法剖析2099244 王燕袁妮Culture Differences and Translation文化差异与翻译2099245 田津雷志敏The cultural Connotation and Expressive Technique of Euphemism委婉语的文化内涵和表现手法2099246 雷文君杨玲 A Comparative Study of “Pun” and “Shuangguan”“Pun”与“双关”的比较研究2099247 刘奕兵阙道彬English from Sexism to Neutralization英语中的性别歧视与中性化。
The Colour Terms’ Translation in English and Chinese颜色词的中英对比翻译
The Colour Terms’ Translation in English and Chinese颜色词的中英对比翻译AbstractIn today‟s multi-cultural society, translation, as an important device in the cross-cultural communication, is a mode of cultural transfer. Colour terms are closely connected with culture. As a part of language, colour terms are endowed with abundant cultural connotations. Moreover, colour terms‟ lexical meaning and symbolic meaning reflect various cultures and cultural backgrounds. In order to promote the development of the multi-cultural society and cross-cultural communication, it is significant to understand and grasp colour terms and their functions in the cultural transfer.This thesis, targeting at improving translation proficiency and promoting cross-cultural communication, makes a careful analysis of colour terms, including the definition, the history in English and Chinese, the translation difficulties and the translation techniques.Key WordsColour terms; translation difficulties; translation techniques摘要在文化多元化的今天，翻译作为跨文化交流的一种重要手段，是文化转换的一种模式。
国际商务英语翻译效果评价中目的论的应用论文
国际商务英语翻译效果评价中目的论的应用论文国际商务英语翻译效果评价中目的论的应用论文摘要：翻译是一种很好的沟通手段, 通过有效翻译不同语言的文学作品, 能够实现人类文化成就的广泛性, 对人类精神文化进步具有重要意义。
而商务英语是以适应职场生活的语言要求为目的, 内容涉及到商务活动的方方面面, 因而在新形势下拥有越发重要的作用, 目的论理论的应用在翻译英文电影中起着重要的作用, 体现了功能翻译的基本要求。
它可以根据主要消费市场和作品的内涵发挥突出作用, 因而具有更加重要的意义, 在这一情势下, 从目的论角度入手, 分析商务英语翻译的质量具有鲜明的价值特性。
关键词：目的论; 商务英语; 翻译工作;在翻译的内容不同时, 翻译的标准也是不同的, 什么是好的翻译, 不同的人持不同的看法。
提出强调翻译为自然之美的“五项原则”和泰勒“三大法则”来界定好的翻译。
这些都是备受尊重的翻译理论。
20世纪80年代, 德国的两位著名理论家汉斯·J·维米尔 (Hans J.Vermmer) 和凯瑟琳·赖斯 (Katherina Reiss) 出现了目的论, 摆脱了传统等值理论的束缚。
这使得商务英语的翻译摆脱了“等值”翻译理论的束缚, 被扩大和丰富了, 译者的主观主动性和目标语言交际在翻译过程中发挥了更为极端的表达。
一、目的论翻译的概述目的论是将目的概念应用于翻译的理论。
其核心概念是翻译过程的主要因素是整个翻译的目的。
目的论经常被用来指代翻译的目的。
除了目的论之外, Vermeer还使用相关的“目的”, “意图”和“功能”。
为了避免概念混淆, Nordisk提出了意图与功能的基本区分, 从翻译者的角度定义“意图”。
“功能”是指由接受者的期望、需求、已知知识和环境条件决定的文本功能。
在Vermeer的目的论框架中确定翻译目的的最重要的因素之一是翻译文本的接受者。
他们有自己的文化背景知识, 同时也有对翻译和交际需求的期望。
英语论文-Trade Mark Translation in the
Trade Mark Translation in thePerspective of Reception Aesthetics1.IntroductionIn modern society, trade mark is not only a symbol of enterprises but also a weapon for corporations to compete with counterparts. Hence, trade mark is of first-rate importance for companies to sell their commodities. So is trade mark translation. With the trend of globalization and the development of international trade, trade mark translation is crucial for the sale of commodities in foreign markets. Excellent translated trade marks bring prestige and profit to companies, while poor translated ones result in inestimable damage and uncountable loss. Therefore, brand name translation does make a big difference to manufacturers and sellers.As a matter of fact, western scholars have been studying trade mark translation for a long period. However, trade mark translation was rarely mentioned in Chinese translation studies. Fortunately, it has drawn Chinese translators’attention in recent years. Enormous amounts of articles on trade mark translation are published in Chinese influential academic journals like Chinese Translators Journal, Shanghai Journal of Translators, etc.For instance, Chen Zhendong issued “On E-C Translation of Trademarks”(2005) in Shanghai Journal of Translators. Hu Kaibao and Chen Zaiquan published “Aesthetic Properties of Commodity Names and E-C Translation of Trademarks” (2000) in Chinese Translators Journal.In the previous studies of trade mark translation, most experts concentrate ontranslation methods and skills. Nevertheless, there are still some researchers who study trade mark translation from the perspectives of aesthetic beauty, cultural background and linguistic rules. As for the theories applied to trade mark translation, there are the principle of three characters brought forward by Yan Fu, the principle of equivalence put forward by Nida, etc.These traditional theories are useful for some brand names, but not practical in any case, for they ignore the viewers of brand names, who are the judges of brand name translation. Accordingly, contemporary scholars start to explore trade mark translation in new angles. Wang Zuoliang pointed out that translation should be studied in a new perspective in the new period, and readers should be the primary concern of translators (Yang Zijian, Liu Xueyun, 2003: 287). It is a fact that some translators have studied translation from the perspective of Reception Aesthetics in which the close connection between readers and literary works and the active role of readers are emphasized a lot. For example, Hou Xiangqun created his “On Reception Theory and Translation”(1994). Hu Kaibao, Hu Shirong together produced “Reception Theory as an Explanatory Tool in Translation Studies” (2006).Considering the active role of consumers in brand name translation, it is reasonable to guide brand name translation with Reception Aesthetics. With the aim to contribute to translation theories and do help in translation practice, this thesis probes into the significance of Reception Aesthetics in trade mark translation in terms of horizon of expectations, fusion of horizons and horizon transmutation.2．Trade mark translation and Reception Aesthetics2.1 Trade mark and trade mark translationIn the commercial society abundant with varied goods, trade mark and trade mark translation deserve more attention, for they are mostly the first contact of consumers to products and do help in the realization of brand popularity. This part will first define trade mark, then illustrate the functions of trade mark and trade mark translation, and further analyze the status of consumers and consumers’needs and motives which are important to trade mark translation.2.1.1 Definition of trade markAccording to Contemporary Chinese Dictionary (1996: 1104)，trade mark is a mark or a sign that is placed on a product to distinguish it from the likes sold by other producers. Oxford Dictionary of Economics defines trade mark as follows, “a symbol, logo, or name used to enable the public to identify the supplier of goods”(Black, 2002: 472). Another definition of trade mark is “a special name, sign, word, etc., which is marked on a product to show that it is made by a particular producer, and which may legally only be used by that producer”(Longman Dictionary of Contemporary English, 1993: 1126).Judging from all the above, there are several characteristics of trade mark. To begin with, trade mark is a special name, sign, or logo that is marked on a product. Secondly, it is used to differentiate the product and the producer from the likes. Thirdly, it is an important form of commercial property which is legally used only by the holder.2.1.2 Functions of trade mark and trade mark translationIn today’s marketing economy, trade mark is not just a simple sign placed on a product. With the intensification of competition in the marketplace, enterprises start to attach more functions to their trade marks. A particular brand name can distinguish the article from piles of similar goods. This aids consumers in the recognition of their favorite products. Moreover, top-branded commodities are easy to reach a large group of intended customers. It is a fact that enormous amounts of consumers show strong inclination to buy the goods named excellently, which brings a great many benefits to sellers. Furthermore, a well-built trade mark helps the establishment of the image of a company. A characteristic brand usually represents the spirit of a corporation. Hence, the name of a brand publicizes not just the product but also the company. In addition, customers’brand loyalty could be built up with a well-designed brand name. Consumers may be absorbed by the pleasant name and favor it for a long time. Last but not least, a trade mark which is registered legally can prohibit the interests of companies from being violated.As is discussed above, trade mark plays a crucial role in the promotion of commodities. The same goes for trade mark translation. The first impression of consumers to a native product is probably given by its trade mark, while the first impression to a foreign product is likely offered by its trade mark translation. Whether or not goods can be sold well in foreign markets relies on their trade mark translations to a certain extent. An appropriate rendering helps to build a perfect brand image and contributes to the promotion of goods.A quality translation of brand names will drawconsumers’attention, arouse their curiosity, stimulate their desire and eventually effect their purchase of the article. If the brand name translation is satisfactory enough, the so-called brand loyalty could be built up. Then the intention of the translation commissioner is realized. On the contrary, a poorly translated brand results in great loss for both manufacturers and sellers. An inappropriate brand rendering could not show much pleasantness to the viewers. Naturally, it will ruin the image of the producer and the seller and cause the rejection of consumers to the product. Finally, the translation initiator who hopes to improve sales with the help of a brand translation will feel disappointed.2.1.3 Significance of consumers in trade mark translation2.1.3.1 Status of consumers in trade mark translationBrand name translation is responsible to send the source message to target consumers as accurate as possible. Translated brands are supposed to not only remain the essence of the original text, but also gain the appreciation of intended customers. Consequently, consumers’reception becomes of primary importance and consumers in the intended market are put into a decisive status. It is potential consumers who will notice, be engrossed in, and pay attention to the translations of brand names. It is also prospective consumers who play the role as the readers, the addressees and the responders of a brand translation. It seems that the role of consumers should be given full consideration in trade mark translation. Hence, brand name translators should bear in mind target audience whenever doing translations.2.1.3.2 Consumers’ needs and motives in trade mark translation“A need is the wish and requirement of people to possess, consume, or enjoy something in order to maintain their living and better self-development”(Net. 1). According to the American psychologist Abraham H. Maslow, there are two categories of human needs. One is basic or physical needs, the other is advanced or psychological needs (Net. 1). Basic or physical needs are the origin of consumers’want for things like food, drink and clothes. While advanced or psychological needs are the source of consumers’ desire for things as toys, make-ups, digital products, etc. As Chen Fuyu believes, consumers’needs, either the physical needs or the psychological needs, stimulate consumers to carry out their consuming actions (2004). Hence, trade mark translators are obliged to give first concern to consumers’ needs, especially to the psychological needs.“A motive is the psychological characteristic of people aiming at achieving something, which produces a particular intention and power, and therefore stimulates people to carry out certain actions” (Net. 1). In other words, a motive is an interior stimulant of people’s consumption. Its role as a guider in the consumption process should not be ignored by brand name translators.In the society abundant with varied commercial items, it is consumers’psychology that encourages people to select a special product from the likes. Hence, to promote the sale of commodities, consumers’ psychology should be given a certain priority. Since consumers’needs and motives are the main concerns of consumers’psychology, to satisfy consumers’ psychology means to content consumers’ needs and motives. Naturally, to promote the sale of commodities, translators should enabletrade mark renderings to catch consumers’ attention, arouse their interest, satisfy their psychological needs, further stimulate their motives and eventually effect their purchase of the commodities.2.2 Reception Aesthetics and trade mark translationAs a reader-centered literary theory, Reception Aesthetics is applicable to trade mark translation in which consumers’status and consumers’needs and motives are the primary concern of translators. After the brief introduction of Reception Aesthetics, this part next studies the relation between trade mark translation and Reception Aesthetics, involving readers’ status and significance, horizon of expectations, fusion of horizons and horizon transmutation.2.2.1 Brief introduction of Reception AestheticsBeing a theory of literary criticism, Reception Aesthetics (also named Reception Theory) developed by Hans Robert Jauss and Wolfgang Iser was born in the University of Constance in the south of Germany during the late 1960s and early 1970s. It is an influential school of contemporary literary theories in the west. Established on the basis of hermeneutics and phenomenology, Reception Aesthetics concentrates on readers and the reception process of readers.From the viewpoint of Jauss and Iser, readers play a vital role in the creation process of literary works. Great emphasis is laid on the relationship between readers and literary works in Reception Aesthetics. The reading activity and reception competence of readers determine the meaning, value and historical role of literary works (Hou Xiangqun, 1994). Jauss claims that, “In the relationship among the author,the work and the reader, the reader is not passive. He plays a creative role in the meaning of the work and is one of the forces contributed to the formation of literary history” (Ma Yixin, 1995:17). Reception Aesthetics not only emphasizes the status of readers, but also concerns readers’horizon of expectations, fusion of horizons, and horizon transmutation.There are three stages of modern western literary theories: the author-centered literary theory, the text-centered literary theory and the reader-centered literary theory. The last one is a challenge to the former ones, in which the close connection between readers and literary works and the active role of readers are ignored. “Reception Aesthetics which studies readers’role in literary works is a greatly fresh theory of literature.” said Terry Eagleton, a renowned English literary theorist (Ma Yixin, 1995: 18). As a new literary theory, Reception Aesthetics can be applied not only to literature but also to translation, especially to trade mark translation. Due to the particularities of trade marks in language and the significance of consumers in commodity sale, translators should put consumers in the first place when rendering trade marks (Zhao Yingchun, Chen Kaijun, 2004). “Consumers”as the receptors in economy activities is equal to “readers”in Reception Aesthetics. Hence, it is reasonable and meaningful to explore trade mark translation within the framework of Reception Aesthetics.2.2.2 Reception Aesthetics and trade mark translation2.2.2.1 Readers’ status and significance and trade mark translationReception Aesthetics considers that, it is hard to imagine the life of literaturewithout readers’ participation. Readers are not the passive receptors of a literary work. On the contrary, readers play an active role in the recreation of the work (Yang Zijian, Liu Xueyun, 2003: 752). The meaning and value of a work are endowed not only by the author but also by the readers. Only the readers’ acceptance of a work, which is abstract and indeterminate, can concretize the work and determine its meaning (Hu Jingzhi, Wang Yuechuan, 1994: 345-46). It is obvious that readers possess a high position in the evaluation of literature. There is no doubt that authors take readers into consideration very seriously.The same is true of trade mark translation. Just like literary works are created for readers, brand names are designed for consumers. So is brand name translation. As was mentioned previously, consumers play a decisive role in trade mark translation. A well-received brand name brings much profit to a certainty, while an unwelcome trade mark is bound to result in great loss. Accordingly, the reception competence of consumers is supposed to be given top priority in trade mark translation. The translator of a brand name should acquaint himself with detail information about prospective customers, such as education background, cultural surroundings and world knowledge. Consumers’needs and consumers’motives should be taken into account as well.2.2.2.2 Horizon of expectations and trade mark translationAs is held by Jauss, a reader has formed his world knowledge, life experience, social value and aesthetic inclination before he reads a piece of literature (Ma Yixin, 1995:71-72). In other words, when a reader appreciates a work, he is not empty in hismind. Instead, he brings his “horizon of expectations”—a core concept coined by Jauss in Reception Aesthetics, which developed from Heidegger’s “pre-understanding”or Gadamer’s “prejudice”. A Soviet scholar Karah understands “horizon of expectations”as follows, “Everyone understands a literary work in his unique way, which involves his life experience, taste for art, aesthetic tendency, individual upbringing, personal interest, and his ambition”(Ma Yixin, 1995:71-72). Naumann, a German expert believes that, “the factors that determine readers’reception include readers’age, gender, mindset, world view, economic condition, education background, aesthetic need, previous literature reading experience and the relationship with other art except literature” (Ma Yixin, 1995:71-72).According to Jauss, horizon of expectations can be divided into two categories: the horizon of the experience of everyday life and the horizon of aesthetic experience (Ma Yixin, 1995:72). The former includes readers’ character, education level, social status, life experience and world view. While the latter concerns readers’literary knowledge, previous reading experience and aesthetic sentiment. With the raise of the concept of “horizon of expectations”, readers’ role as the addressees of literary works is laid on great emphasis. All the information readers accept in their consciousness and subconsciousness will influence their reception activities of literary works. Due to varied horizons of expectations, different readers will have different reception of the same literature. Consequently, authors should take readers’horizon of expectations into consideration during the creation of literary works.The same is the case of trade mark translation. Under the influence of historical,cultural, economic and political background, consumers in the target market have formed their own horizon of expectations such as aesthetic tendency, reception competence, etc. Their horizon of expectations can influence their acceptance of brand name translations. Hence, during the process of the translation of trade marks, translators should take into account consumers’ horizon of expectations, namely their world view, education level, life experience, and aesthetic inclination.2.2.2.3 Fusion of horizons and trade mark translation“Fusion of horizons”is another vital term in Reception Aesthetics, which is proposed by Gadamer. According to Reception Aesthetics, before reading a literary work, literary readers have developed their own horizon of expectations. Readers’horizon of expectations may not be the same as an author’s horizon of expectations. “Fusion of horizons” describes readers’ effort to enter into the imaginative world an author creates, which means that only after readers’horizon of expectations and an author’s horizon of expectations be combined can the text be understood and accepted well.Fusion of horizons illustrates the process of reading literary works. It is also the object that translators long to attain during the translation of brand names. As is discussed before, consumers in the target market have formed their own world view, social experience, and aesthetic inclination before they read trade mark translations. Their horizon of expectations may conflict with the horizon of the source text. According to Reception Aesthetics, trade mark translations can not be received well by target consumers without the fusion of target consumers’ horizon of expectationsand the horizon of the source text. How to fuse target consumers’horizon of expectations with the horizon of the source text and make brand name translations acceptable? It needs the effort of brand name translators who connect source-text authors at one end and target-text acceptors at the other. The cultural gap between brand designers and intended consumers can be bridged by translators who make adaptations to brand names. In this way, the horizon of consumers and the horizon of the source text are in combination and thus brand name translations can be understood and admired.2.2.2.4 Horizon transmutation and trade mark translationAs Jauss sees it, a new literary work is impossible to display itself with an entirely fresh posture. Instead, it may evoke readers’ previous reading experience and arouse their certain expectation, which is then varied, corrected, altered or even just reproduced during the reading course (Hu Jingzhi, Wang Yuechuan, 1994: 339). In this sense, after having a communication with a literary work, readers’ expectation is changed and their horizon is transmuted.In Reception Aesthetics, readers’ reading experience constitutes their horizon of expectations, which inversely affects readers’ reception of literary works. In virtue of readers’conveying process, a literary work enters into a continuously changing experienced horizon, among which the implied cultural background is gradually understood and accepted by readers. Thus, readers possess an increasing reception capacity. Consequently, “horizon transmutation” is formed (Yang Zijian, Liu Xueyun, 2003: 758-59). In the course of reading, readers continuously adjust the relationshipbetween historical horizon and realistic horizon and the relationship between the horizon of expectations and the horizon of the target text. The horizon change of the audience provides convenience for translators to deal with the target text. Also, the translators’ correct handling of the target text creates precondition for the audience’s horizon change. In short, they both complement and rely on each other.From Jauss’s point of view, there is a long distance between a new work and the horizon of expectations of its first readers. Hence, readers’reception process of a work is somewhat long (Yang Zijian, Liu Xueyun, 2003: 758-59). The same goes for consumers’reception process of a brand name rendering. It takes target audience some time, even quite a long period to really understand and accept the cultural connotation in the trade mark translation. Through vast quantities of brand name renderings dealt with different translation methods, the addressees meet, gradually get familiar with and finally have a further understanding of the culture of the original text. With the change of experienced horizon and the wideness of the horizon of expectations, consumers’ demand changes. Accordingly, trade mark translators should change their translation methods and vary their translation techniques.2.3 Principles of trade mark translation under the guidance of ReceptionAestheticsThrough the previous exploration of the close relationship between trade mark translation and Reception Aesthetics, principles of trade mark translation could be drawn as follows.2.3.1 Consumer-centered principle2.3.1.1 Consumer-oriented approachReception Aesthetics proposes that, a literary work can not create a unique meaning on its own. Only after readers’reception of the text can its meaning be concreted and its significance be fully realized. Translation of trade marks is in the same case. Renderings without the appreciation of potential consumers are in failure. It is proved that audiences become the judge of brand name translations. Hence, experienced translators are sure to keep intended receptors in mind and make brand renderings be comprehensible to the addressees and further gain their admiration.Take a trade mark of a kind of milk powder for instance. “Nestle” is rendered as “雀巢”in a literal translation method. The original brand name plans to create a picture for consumers that a mother bird is feeding her child. The nice picture reminds consumers that this sort of milk powder is as good as mother milk. Judging from the above, it is safe to say that the Chinese version “雀巢” is an excellent translation. It not only conveys the original information to Chinese consumers, but also gives primary concern to Chinese consumers’cultural background. No wonder that the product is sold well in the target market. “Contact”, a medicine brand, is formed by blending the first syllables of “continuous”and “action”, which implies the continuous effectiveness of the medicine. In this sense, “康泰克”is an appropriate selection for its Chinese version. In Chinese, “康泰” means health and “克” expresses sickness overcoming. The name “康泰克”make Chinese people believe that the product will successfully restore people’s health and then go to buy it instead of other similar products.In the market, there is a kind of soap “Safeguard”, which literallyinforms the public its role as a body cleaner and skin protector. It is rendered as “舒服佳”, in which “舒服”means comfort and “佳”is good quality for Chinese people. The version “舒服佳” tells Chinese that the product is of fine quality and gives people a comfortable feeling after being used. The products mentioned above are all well-received for their excellent trade mark translations which meet receptors’ horizon of expectations and thus gain their appreciation.2.3.1.2 Consumers’ needs and motives stimulationAs is explained previously, consumers’ needs, especially the psychological needs, impulse consumers to make a purchase. At the same time, consumers’motives provoke consumers’purchasing interest. In all, consumers’ psychological needs and motives are both the interior stimulants of people’s consumption. It is evident that trade mark translators ought to meet consumers’psychological needs and stimulate their motives to put their purchasing action into effect.Trade mark translations which possess beauty in their sound, form or meaning seem attractive to consumers, for they meet consumers’ psychological need for beauty and thus can stimulate their purchase motive. “Coca-cola” is a kind of soft drinks. Its Chinese name is “可口可乐”, in which “可口” means tasty and “可乐” is pleasant. Not only that, “可口可乐”sounds brisk and rhythmical to Chinese people. Hence, “可口可乐”, which possesses beauty in its meaning and sound, satisfies consumers’need for beauty and thus evokes their purchase desire. “Clean&clear” (可伶可俐) is in the same case. “Benz”, a kind of car, is translated into “奔驰”. This version not only has a concise form but also carries a profound implication that this car can runvery fast. Therefore, “奔驰”, which possesses beauty in its form and meaning, contents consumers’need for beauty and further stimulates their purchase motive. There are other similar cases like “Pentium” (奔腾), “Lucent” (朗讯)，“Lenovo” (联想)，“顺美”(Smart), “海尔”(Haier), “乐凯”(Lucky), “方正”(Founder), etc. “Pampers”, a brand of napkin, is rendered as “帮宝适”. Hearing the Chinese name, no Chinese parents would not imagine that their lovely baby will feel comfortable wearing the napkin. Naturally, “帮宝适”which possesses beauty in its meaning is popular with parents in China. The brand name translations discussed above all possess beauty in the sound, form or meaning. Consequently, they satisfy consumers’need for beauty, evoke their purchase motive and last make consumers to buy the products.2.3.2 Consumers’ horizon first principleAs Jauss claims, during the process of understanding a literary work, there is a dialogue between the work and the readers. Via the interactive conversation, readers’mind is enlarged and their understanding is widened. But how to make a successful dialogue exactly to achieve right understanding? As is argued above, only after the horizon of expectations of readers and the horizon of the original be combined can the dialogue be successful and the text be understood probably. As for trade mark translation, consumers from different economic, political, and cultural backgrounds have their distinctive horizons of expectations. To create a welcome trade mark rendering, translators should not only mix consumers’ horizon and the horizon of the source text but also put consumers’ horizon into the first place.Take a brand “Nike” for instance. “Nike” is a sports brand popular in America and even all over the world. In the Greek mythology, Nike (尼姬) is the name of Goddess of Success, standing for “success”. As a sports brand, its Chinese version could not be “尼姬” for Chinese people have no idea about the goddess and her name. To respect the horizon of expectations of Chinese people , it is rendered as “耐克”which implies that the commodity is durable and of top quality. This version totally caters to Chinese people’s traditional consuming notion. “Sprite”is a brand of soft drinks. In western culture, sprites are cute and lovely, while they symbolize evil in China. If it were literally translated as “精灵” or “妖精”，the drink would undoubtedly have been given the cold shoulder by Chinese people. In fact, its Chinese name is “雪碧”. People in China hold that both “雪”and “碧”represent coolness and purity. Hence, “雪碧”presents the particularities of the product and caters to Chinese people’s horizon of expectations.A trade mark rendering regardless of the expectations of target consumers is in failure. There is a Chinese brand of bicycles “凤凰”which gains popularity in its original place. In Chinese culture, “凤凰” is the emblem of wealth and auspiciousness. While in the west, phoenix connotes narrow escape. Naturally, the product named “phoenix”which ignores westerners’horizon of expectations is unsalable in the western countries. “OPIUM” is a type of male perfume. When the brand was brought into China, it was literally translated as “鸦片”, which reminded Chinese of the Opium War. Strong patriotism restrained the Chinese people from buying the product, whose name totally regardless of Chinese people’s horizon of expectations.。
论英文商标翻译
论英文商标翻译Ξ何田田(重庆工商大学国际合作交流处,重庆400067)[摘要]商标是商品生产者或经营者为了使自己的商品同他人的商品相区别而使用的一种具有显著的标记,这种标记通常用文字或图形单独构成,或是文字、图形共同构成。
商标翻译是把商标从一种语言转化成另一种语言,并要保持原有的风格及内涵。
[关键词]英文商标;翻译方法;功能对等;文化内涵[中图分类号]H315.9 [文献标识码]A [文章编号]1672-0598(2004)02-0122-02 “信、达、雅”是传统翻译的追求。
当今的商标翻译同样可采用这种标准:“信”是其最根本的原则,“信”就是忠实原文,也就是说商标的译文与原商标相比,同样具有美好的含义,和发音响亮的特点;其次是“达”,意为不拘泥于原文,摆脱原商标字面意义的束缚,重新创造出出色的译标;“雅”则显示翻译的目的,是译者将两种语言符号所承载的语义内容进行转换的过程,让其读者最大限度地得到近似于原文那样的审美心理感受(张培基等,1980:3-4)。
这种观念也就是说:既然商标能反映出一个国家文化,而国与国之间存在着不同的文化历史背景,所以商标的翻译不能只注重字面对等,而应考虑功效对等,即通过商标可反映产品的信息,品质并激发消费欲望。
因此外文商标汉译时要尽量保持原商标的音、更要注重商品的神,即商标所蕴含的商品品质,性能和促销功能。
一、直译直译就是在不违背译文语言规范以及不引起错误联想或误解的前提下,在译文中保留原文的意义形象和句法结构的方法。
此法忠实原商标的含义,如果原商标含意美好,寓意优雅,而直译名都能较好地表达原商标的含义,同样具有促销功能,可用此法。
像人们熟悉的“Apple ”服装就是直译为“苹果”牌,而不是“艾波”,这样显得可爱诱人;还有Fairchild 半导体商标译为“仙童”,它悦耳动听,而不是译成“费尔柴尔德”;还有尼桑公司的Blue Bird 汽车译为“蓝鸟”等都是同出一辙。
目的论视角下英文商标词的翻译
(下转第122页)摘要成功的商标词能满足消费者的心理诉求，激发购买欲望，给企业带来巨额利润。
功能主义翻译目的论对英文商标词的翻译具有较强的解释力。
翻译的目的性决定了在商标词翻译实践中采取什么样的翻译策略和方法来实现源语的交际目的和预期效果。
关键词英语商标词目的论翻译On the Translation of English Trademark Words from thePerspective of Skopos Theory //Zhu Yunli Abstract Successful trademark words can satisfy the psychologi-cal demands of consumers,stimulate their purchase desire,and bring huge profits to enterprises.Functionalist approaches have a strong explanatory power for the translation of English trademark words.The purpose of translation determines what kind of trans-lation strategies and methods should be adopted in the practice of trademark word translation to realize the communicative purpose and expected effect of the source language.Key words English trademark words;skopos theory;translation 作为商品经济高度发展的产物，商标就是商品经营者为了使自己的商品在市场上同其他的商品相区别而使用的一种商业性标注。
A_Touch_On_The_Translation_Of_Trademark
A Touch On The Translation Of Trademark杨春华Abstract: This paper not only illustrates the importance of good translation of trademark, but also generalizes a couple of unwritten rules in this respect. The author intends to elaborate and justify that trademark translation is more than a sheer academic translating performance once the product trademark is entrusted to solicit audiences.Key words: trademark, transliteration, literal translation, cultureWith increasing globalization of the world economy, advertisements come to play a more and more important role for manufacturers to promote their products in the world market. As we all know, good trademarks are the best advertisements for commodities, while good advertisement words are their eyes, from which customers can get a general idea of cultural connotation of the brand and the nature of the target commodity. Those easy to read, understand and memorize can always motivate customers’ purchasing desire and bring companies a great success and fortune from what they are endeavor to sell.Thanks for the great impact of their excellent trademarks and advertisements, many companies get a strong foot in their domestic market. But not all trademarks can achieve the same satisfactory effect in the international market as that in the home. Dragon paint(龙牌漆), one of the best paints of china, which is quite welcomed by domestic customers, will be much likely rejected by the westerners. As a traditionally propitious and noble symbol and the national totem of china, dragon, however, in overseas is overwhelmingly regarded as the incarnation of devils that always create many difficulties and trouble for man. Who would like to have their houses or offices painted like such a kind of animal?Quite different from other translation style, the translation of business English is the combination of social culture, aesthetics, purchasing psychologies, economics, and advertising theories, etc. It is the same with that of trademark and ad-words. When translated into another language, the version人才培养模式改革和开放教育试点论文集274should not only retain the original essence, conform to consumers’ psychology in the exported market, but also as brief as the original one. To do this, much attention should be paid to methods of translation and the culture differences before an ideal trademark is produced. In many cases, we translate these trademarks through transliteration, and literal translation. Furthermore, both methods should take great account for the culture of exported countries.1、TransliterationA good translated trademark should, on most occasions, be accurate in meaning and rich in creativity. So we introduce the transliteration. Still remember the Chinese names of Coca-Cola? It is translated into "可口可乐". But interestingly, it is much likely that few people have heard that, when it was first introduced to China, the earlier translation of Coca-Cola was “口渴口蜡”and“蝌蚪嚼蜡”, which makes a terrible imagination of tastelessness and great difficulties. To Chinese people, 蜡is dry, solid and uneatable with no smell or taste. It is difficult to eat and swallow for a normal man, let alone for tadpoles and those who are deadly thirsty. These two translations can bring no good for the product bur people’s repugnance. While "可口可乐" both maintained the original word syllable and the great effect of resounding. Everyone can recognize it to be a drink trademark at the first sight of it. Moreover, this dead word without specific meaning becomes alive and lively through this translation. It is so successful that it becomes the substitute of this kind of drink worldwide. After this typical example, there spring up a lot of successful similar drink named after 可乐，such as Pepsi-cola(百事可乐)，feature-cola (非常可乐)，etc.. However, I can bet that none marks can match it in aesthetics and popularity.Therefore, as a rule, when making a transliteration of trademark we should try best to keep the both languages unifying in the pronunciation, rich in connotation of culture which can motivate consumer s’ great imagination and purchase desire. Nevertheless, not all trademarks have the opportunity to get such a close and brilliant Chinese version like Coca-Cola. So to some extend, the wording is allowed to be a little different from its original syllable during the translation. It is inadvisable to adhere too rigidly to the timbre and the similarity and the imitation, for it usually fails to show the characteristics of the commodity. To avoid this, Canon, the trademark for the equipment of photographs and photocopies, are freely translated into: “佳能”，which indicates that it is a quality product with good performance. “乐凯”is Lucky；the beverage “百乐美”is Belmerry ;“肤美灵”is Skinice, to imply it cares of our skin.Of course, the free transliteration we mentioned here doesn’t means translating arbitrarily. Instead, on the basis of transliteration, free transliteration gives a more suitable wording and a further statement to theA Touch On The Translation Of Trademark275product. It should be also accurate, and creative and rich in connotation of culture, too.2、Literal translationBut sometimes, some translators pay too much attention to the creativity of the translation of trademark, and they neglect the principle of accuracy and cultural convention. As a result, some translated trademarks are so obscure that few people know what the hell it refers to. When I heard of 必胜客at the first time, I really didn’t know what it was until I got the English version－PizzaHut. In my opinion, 必胜客is an overall failure in trademark translation, for it not only stray far away from its original meaning as a kind of fast-food, but also makes Chinese people lose the original familiarity and acquaintance with this famous flavor. I’d rather it literally translated into 比萨屋. 比萨is the transliteration, which is similar to Pisa, a beautiful city in Italy where stands the famous Leaning Tower. while "屋" is the most comfortable word for Chinese people where they can relax themselves and get love. In this way, customers not only get to know that it comes from Italy, but are also makes imaginative of the great landscape of Italy in a quite happy mood during the meal.The successful example of literal translation lies in the trademark of Goldlion. In Completely literal translation, Goldlion is to be “金狮”, a name with supreme authority, honor and elegance. Bu t unfortunately, “金狮” is in the same pronunciation with “金失”。
从功能对等的角度论英汉商标翻译(英文版)汇总
毕业论文题目名称：从功能对等的角度论英汉商标翻译题目类型：研究论文学生姓名：赵金芳院 (系)：外国语学院英语系专业班级：英语11203班指导教师：王娟辅导教师：时间：2015年11月20日至2016年5月28日从功能对等的角度论英汉商标翻译赵金芳总计：毕业论文28页指导教师：王娟评阅教师：张文完成日期：2016年5月28日On Translation of English and Chinese Trademarks from the Approach of Functional EquivalenceA ThesisPresented to the School of Foreign StudiesYangtze UniversityBy Zhao JinfangIn Partial Fulfillment of the RequirementsFor the Degree ofBachelor of ArtsMay 2016Thesis Supervisor: Wang Juan毕业论文目录指导老师审查意见 (I)评阅老师评语 (II)答辩会议记录及成绩评定 (III)任务书 (IV)文献综述 (VII)中文摘要 (XIII)英文摘要 (XIV)正文目录 (XV)正文 (1)参考文献 (27)致谢 (28)长江大学毕业论文(设计)指导教师评审意见学生姓名赵金芳专业班级英语11203班毕业论文从功能对等的角度论英汉商标翻译(设计)题目指导教师王娟职称副教授评审日期2016年5月26日评审参考内容：毕业论文(设计)的研究内容、研究方法及研究结果，难度及工作量，质量和水平，存在的主要问题与不足。
学生的学习态度和组织纪律，学生掌握基础和专业知识的情况，解决实际问题的能力，毕业论文(设计)是否完成规定任务，达到了学士学位论文的水平，是否同意参加答辩。
评审意见：指导教师签名：评定成绩（百分制）：_______分长江大学毕业论文(设计)评阅教师评语学生姓名赵金芳专业班级英语11203班毕业论文从功能对等的角度论英汉商标翻译(设计)题目评阅教师张文职称副教授评阅日期2016年5月27日评阅参考内容：毕业论文(设计)的研究内容、研究方法及研究结果，难度及工作量，质量和水平，存在的主要问题与不足。
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On Trademark Words＇Translation in English论英语商标词的翻译AbstractWith the development of economy and the continuity of the open Policy, the trade between China and foreign countries comes hourly. The international market is filled with varieties of goods. Advertisement besides high quality plays an essential role in the process of promoting sales and cultivating international markets. Trademark is a sign, symbol, and carrier that identifies the products or services of a company .To win the field in the international trade, the study on the trademark translation is not only necessary but urgent.This paper, as based on the culture differences in east and west, from the characteristics of Chinese and English trademark words, in-depth analysis of the trademark translation methods and existing problems in the trademark translation, tries to propose some trademark translation skills and principles. It also aims atcultural and psychological advising the translators to pay attention to consumers’ characteristic and translation methods while translating trademark words.Key Words:trademark formation, translation principle, translation methods.摘要随着经济的发展和改革开放的进一步深入，中国与世界各国的贸易更加频繁，国际市场上商品种类日见繁多。
如何在品种繁多的商品中脱颖而出？商品宣传就成为国际市场推销商品和进行竞争的一种重要手段。
而商标作为品牌的标志和载体，在国际贸易活动中针对其进行的翻译就尤为重要了。
本文以中西方文化差异为基础,从中英文商标的特点,深入分析商标词的翻译方法及存在问题,并提出商标翻译的翻译方法和翻译原则。
指引译者在翻译时注重消费者的文化心理特征和翻译方法。
关键词：商标组成；翻译原则；翻译方法Content Abstract (I)摘要 (II)Contents (III)Introduction (1)1. The Origin of Trademark Words (2)2. The Principle of Trademark Translation (3)2.1 Using compliment and neutral color words............................ (3)3 2.2 Using the words easy to read and remember...................................................3 2.3 Paying attention to consumer cultural and psychological characteristic.....42.4 Being consistent with cultural and geographic style.......................................3. Main Methods of Trademark Translation............................ .. (5)3.1 Transliteration (5)3.2 Free translation (5)3.3 Literal translation (5)6 3.4 Innovation.......................................................................................................... Conclusion (7)Bibliography (8)Acknowledgements (9)IntroductionWith the development of the world economy, many products were produced and enter into the international market .How can a product gain a place in the international market which is full of keen competition? Undoubtedly a well-known product should have a famous name, besides high quality.A famous trademark can add value to a product in the marketplace because it has a potentially powerful influence on consumer’s behavior.This paper discusses t he characteristics of trademark language taking culture elements into consideration, further analyses existing methods and problems in trademark translation and meanwhile putting forward techniques and principles in this field.1. The Origin of Trademark Word1.1 From nameSome trademark words are borrowed from the people＇s name, named after the founder, such as the U.S. entertainment brand, Disney（迪斯尼）named after its founder, Walt Disney, the famous automobile brand Roll-Royce （劳斯莱斯）is tofounder Charles Rolls and Henry Royce name and surname.1.2 From allusionSome trademark words are borrowed from the allusions, such as the StatureRoman is herbicide, Stature is the agricultural god Roman mythology; The worldfamous cosmetic brand Sahara (丝芙兰) ,she is Moss’s wife in the Biblical, she isbeauty, wisdom, courage and generosity in a young woman , a symbol of elegance, happiness and freedom, and this is fashion and creative store business philosophy is identical?1.3 From the first letterSome trademark words are constitution of the acronym. those trademark wordssimple and easy to read ,give the impressive of a deep. Such as the clean company P& G(宝洁公司) is by the two founders of Proctor and Gamble the first letter of composition; American Enterprise 3M is a Minnesota Mining and Manufacturingfrom the first letter; Japan’s Electric Company NEC is equivalent to Nippon Electric Company.2. The principle of trademark translationThe translation of trademarks is a kind of cross-cultural communication activity.Every trademark implies its cultural connotation. While translating it, we must pay attention to the cultural differences and have the version co mply with the consumers’ cultural psychology, language rules and the regional culture2.1 Using compliment and neutral color wordsChinese characters, both phonetic also ideographic conducting English Translation of trademark words, the selected characters must be considered carefully,to choose Chinese consumers are increasingly seeking profits Kyrgyzstan commendatory term psychological language, otherwise, it will affect product sales.Such as: According to August 7, 1995 "International Business Daily" reported that: In 1995, Britain's Whisky (威士忌) and France's Brandy (白兰地) In Hong Kong and started dumping war as a result, "威士忌" only sold 17.15 million bottles, and "白兰地" has sold 3.5 million bottles, of the reasons lies in its Chinese translation on. Sound in the table also ideographic Chinese, the "威士忌" make us thinking "Visa is taboo," Lenovo naturally poor sales; And "Brandy" are full of poetic, it is imagination,how can the Chinese people are not like it?2.2 Using the words easy to read and rememberThe most important goal of trademark words translation is make consumers to remember the trademark represented by those goods, trademark translation should be simple and easy to remember, vivid. Such as: Hewlett - Packard is the world's largest electronic equipment and small computer manufacturers, its trademark in China's translation of the word was originally used came from the transliteration of the name "休利特- 帕卡德", this name long to reach 6 words, these six words no actual meaning, people talking, it is difficult to attract consumer, which later translated as "惠普"While Hewlett and Packard with the first letter of euphony, make some peoplehaving many association , such as" to benefit ordinary people, "the beneficialassociation, thus becoming the industry in China, a well-known brand.2.3 Paying attention to consumer cultural and psychological characteristicCultural psychology is a nation in the long process of development of cultural reproduction made of the psychological characteristics of accumulation. Culture can influence the national psychology. The same word may evoke different associations in different cultural environment. A translator must have a general idea about the target culture and respect it. Let’s take the following trademarks as examples. such as: Bowling is a popular sports, translator its ingenious translated as "保龄球", The sports could be fitness, "保龄" is similar with extend the longevity, extend the longevity and fitness in line with the psychology of consumers, who do not like it?2.4 Being consistent with cultural and geographic styleEast and West due to geographical location, ethnic origin, the natural environment, religion and other cultural backgrounds are different, people's thinking, aesthetic, consumer attitudes, value orientation and knowledge of the commodity point of view there are many differences in such areas. Translation of this trademark should not only meet consumer culture and psychology, in line with the characteristics of the national language, but also respect for the sales market consumer groups national feelings, religion, in line with the humanities, geography, and customs. such as: U.S. well-known beverage "Coca-Cola" was originally translated as "可口可腊" is difficult to the desire for domestic consumers, "可口可腊" is inexplicable, "腊"and replaced by "Coca-Cola," attracts people to wax associations, more "tasteless.” situation is very different. "可口可乐" in Chinese, brings a good association, "可口" gives us a tasty sense of the word ,"可乐" is that "bring happiness to you". In addition, the translation of the original trademark on the word very similar in pronunciation, rhythm is also consistent with, and forms, have the same aesthetic. Coke - cola translated as "可口可乐" It's really wonderful of the translation. The translation Greely, funny, short but loud, easily mass psychology to accept an immediate sensation effect?3. Main Methods of Trademark TranslationIn a narrow sense, translation is rendering of a text from the source language to the target language. It is a recreation activity, based on the original writing in the source language. Trademark translation is a highly challenging job. We should take the different history, customs, art, culture and some other factors into consideration. we could use the following four main methods of trademark translation, that is, transliteration, free translation,literal translation, innovation.3.1 TransliterationTransliteration is based on the sounds of the source language. Choosing some target words or language that sounds same or familiar to the source language to translate. Sometimes, we should use Chinese Pinyin to translate some English trademarks directly. Most of this kind of trademarks is coined words and proper names. Sometimes they do not have the concrete meaning in target language. Let’s take some translated names as examples. Audi----奥迪Cadillac-------卡迪拉克Ford-----福特Lincoln--------林肯（car）Motorola----摩托罗拉Daphne------达芙妮DuPont--------杜邦Adidas-------阿迪达斯.3.2 Free translationFree Translation is a trademark under the direct translation of its meaning for the purpose of language, translated the target language culture, trademarks and blending. Such as:"安琪儿" is girl exceptional love bike in china, "angel" means "天使" and the English "Angle" are homonyms, coupled with the bike body, "rosy clouds catches up the dream", Chinese and Western, adding to the romantic atmosphere. Homophonic pun made use of a trademark of transliteration of the word are taken into account most of the phonological effect, to read fluently, Playboy (花花公子), Crocodile (鳄鱼), Blue-Ribbon (蓝带).3.3 Literal translationLiteral translation is the most commonly used translation method in trademark translating. A prominent feature of this method is loyalty to the literal meaning of source trademarks. This method is often used to some ornate trademarks that have tangible and implied meaning. For example, car trademark “Bluebird”was often translated into“蓝鸟”directly. “Bluebird”comes from Belgian Maurice Maeterlinck’s fairy tales named as “Bluebird”symbolizing “Future happiness”. Later, it was used as the car trademark. Poet Li Shangying wrote:“蓬山此去无多路，青鸟殷勤为探看”<<无题>>。