Translation of Trademark 商标词的翻译

Translation of Trademark

CONTENTS Abstract (i)

摘要 (ii)

1 Introduction (1)

2 The theory of functional equivalence (2)

3 The sources and characteristics of trademark (3)

3.1 The sources of trademark (3)

3.1.1 Name-related trademark (4)

3.1.2 Geographical name trademark (4)

3.1.3 Exotic trademark (5)

3.1.4 Fabricated trademark (5)

3.2 The characteristics of trademark (6)

3.2.1 Loyalty (6)

3.2.2 Symbolic meaning (6)

3.2.3 Advantageous remembrance (7)

3.2.4 Clarity and coherence (7)

4 Fundamental values in trademark translation (7)

4.1 Information value (8)

4.2 Cultural value (8)

4.3 Appreciation value (8)

4.4 Commercial value (9)

5 Fundamental methods in trademark translation (10)

5.1 Transliteration (10)

5.2 Literal translation (11)

5.3 Free translation (11)

5.4 Additional translation (11)

6 Conclusion (13)

Bibliography (15)

Acknowledgements (16)

ABSTRACT

With the development of globalization, more and more products from China are walking into the international market. The name of trademark is of great importance in the image of a brand, so trademark translation is the fundamental task to build a worldwide brand. As a result, trademark translation seems even more urgent and important. A good trademark should be fluent to read, refreshing to see and easy to remember. The different characteristics of different language and the existence of different cultures make translation a recreation process. This paper firstly introduces the theory of Nada’s functional equivalence, and then analyzes the sources and characteristics of trademark; in addition, four basic standards should be followed in translation. They are information value, cultural value, appreciation value and commercial value. Finally this paper proposes four essential translating methods in trademark translation. They are transliteration, literal translation, free translation and additional translation. Therefore, in order to express a good trademark the four basic standards should be obeyed and the four basic translating methods should also be applied. In this way, the goal of attracting consumers will be realized as quick as possible.

Key words: trademark; translation methods; value

摘要

随着全球化的进程加快，越来越多的中国产品进入国际市场。商标名称是树立品牌形象的重要内容，做好商标名称的翻译工作则是树立全球品牌形象的首要任务，因而商标的翻译工作显得尤为紧迫和重要，一个好的商标应该做到朗朗上口，清新优美和便于记忆。不同特点及民族文化差异的存在使得商标翻译必然成为一个再创造的过程。本文以奈达的功能对等理论为基础，通过对商标名称的来源及特点进行分析，进而提出了翻译过程中需要体现的四项基本价值，即：信息价值，审美价值，文化价值和商业价值。最后，文章阐述了商标名称翻译的四种方法，即音译、直译、意译和增译。因此，一个好的商标在翻译的过程中要依据以上四项基本价值，运用恰当的翻译方法，来达到其吸引顾客的目的。

关键词：商标；翻译方法；价值