英语论文-中英文商标的命名与翻译
中英品牌名称的命名模式及翻译探究
中英品牌名称的命名模式及翻译探究随着全球市场的开放和国际贸易的发展，品牌名称的国际化和翻译变得越来越重要。
中英两种语言的文化背景与表达方式存在很大差异，因此对于中英品牌名称的翻译需要考虑多种因素，如目标受众、文化内涵、语音、字母等等。
本文将探究中英品牌名称的命名模式及其翻译方法。
一、中英品牌名称的命名模式1. 拼音或字母组合：这是最常见的命名模式之一、通过使用汉字拼音或者拉丁字母的组合，来代表品牌的名称。
例如：Coca-Cola（可口可乐）、Nike（耐克）、Huawei（华为）等。
3. 中英混搭：这种模式是将中英两种语言进行混搭，创造一个新词汇或者短语作为品牌名称。
例如：AliPay（支付宝）、Tencent（腾讯）、Alibaba（阿里巴巴）等。
二、中英品牌名称的翻译方法1. 直译法：直译法是将源语言的单词或者短语逐字逐句地翻译成目标语言。
这种方法通常用于比较简单并且易于理解的品牌名称。
例如：China Mobile（中国移动）、Evergreen（长青）、Yum!Brands（百胜中国）等。
2. 文化译法：文化译法是将源语言的品牌名称转化为与目标语言和目标文化更加契合的名称。
这种方法通常用于需要在目标市场建立更好的品牌形象和认同度的情况下使用。
例如：Coca-Cola（可口可乐）在中国市场被翻译为可口可乐，但在印度市场被翻译为可口可乐，这是因为“瓶子中的神灵”在印度文化中有特殊的意义。
3. 音译法：音译法是将源语言的单词或者短语通过音素对应的方式转化为目标语言的单词或者短语。
这种方法通常用于需要保持原始品牌名称的声音和形象的情况下使用。
例如：Nike（耐克）、Airbnb（爱彼迎）、Starbucks（星巴克）等。
三、中英品牌名称的翻译策略1.保持品牌形象：在翻译中应该尽量保持原始品牌名称的形象和声音，以便于消费者在跨国市场中的识别和记忆。
这对于国际化的品牌来说尤为重要。
2.考虑文化差异：在翻译中需要考虑不同文化之间的差异，避免出现对目标受众不适合或者引起误解的情况。
商标名称翻译探讨性论文（共5则）
商标名称翻译探讨性论文（共5则）第一篇：商标名称翻译探讨性论文一、经济的全球化意味着商标的国际化。
驰名商标不仅仅是一个符号，而是代表着企业的国际形象，成为企业的无形资产和巨大财富。
在现代经济社会，为了开拓海外市场，越来越多的企业在关注自己商标名称的翻译问题。
本文拟就商标本身的特点及其翻译进行探讨，以期对企业有所帮助。
二、商标名称的特点作为产品的标志，新颖醒目的商标具有对商品定位和促销的功能。
如果我们仔细分析中外成功的商标名称，我们可以总结出如下特征：1.发音朗朗上口，形式简单易记语言表达本身就应当提倡音美、意美、形美，而商标名称在这方面更有讲究。
好的商标应做到发音平仄相同，顺畅自然，形式新颖而便于记忆。
例如Reebok运动服，其商标名称只有两个音节，发音干脆利落，象征着运动健儿潇洒健美的动作，其中文翻译“锐步”同样简单易记，很容易让人联想起运动员快捷的步伐。
类似的商标还有“海信”、“永久”、“Bluebird”、“Marlboro”等等。
2.暗示商标本身的特性许多商标名称与产品本身的特征有着或多或少的联系，这往往可以从隐含的意义上看出来。
例如“京客隆”，首先它标明了公司总部在首都，其次又通过“客隆”暗示其服务性行业的性质，只有顾客多了才会兴隆。
再如“Ivory”牌肥皂，它隐含着其产品的高纯度，以及能够使衣物清洁如初，如同“象牙”的品质。
3.具有象征意义和审美意义成功的商标除了具有一定的信息价值外，还具有丰富的象征意义，给人以美的享受，因而也起到促进经营的作用。
例如Crown轿车，其商标本身就象征着雍荣华贵，如同“皇冠”一样具有皇家气派。
再如某眼镜厂的商标OIC，三个英文字母连起来形似一副眼镜，而发音又接近“Oh,Isee”可谓形意兼备，精妙绝伦，给人以愉悦的享受。
三、商标翻译的常用方法商标名称的翻译并非语言符号之间的简单转换，而是要反映商标本身“短小精悍”的特征，翻译中要兼顾语言文化差异、符合目标客户的审美心理，实现既定的品牌功能。
商标翻译英文论文
商标翻译英文论文谈中英文商标广告命名翻译技巧[摘要] 中英文商标广告作为一种文化现象，广泛存在于社会生活中，商标的命名翻译是否巧妙对企业产品的宣传、推销、美化人们的生活起着重要的作用。
本文结合大量实例，从中英文商标命名翻译中所表现的语言特点、文化内涵、修辞手法、翻译原则等做以探讨。
[关键词] 商标命名文化内涵翻译技巧随着经济全球化的发展，国际间商务交往活动日益增多，广告业发展日新月异，为推销产品，厂商采用多种表现形式，如报刊、广播、电视，以及音乐、美术等大众媒介，扩大宣传力度。
在代表产品名称的商标命名与翻译中，一个国家民族独特的文化特征、美学观念、文字表达、图案色彩等体现得尤为明显，因此，能否选择巧妙的表达形式，是避免产品广告淹没在众多信息中的关键。
一、中英文商标广告的语言特点在商标广告的变化发展中，语言则是其最具表现力的手段。
因为当人们将某种商品向他人推荐时，更多地是用语言表达，广告语言不只是单纯的商业语言，而是集文学、美学、心理学、广告学、市场营销学和消费行为学等学科为一体的鼓动性艺术语言loadedartistic language。
作为广告英语，经过长期的发展，已逐步从英语家族中脱颖而出，形成了独特的修辞手段，在遣词造句上标新立异，文字简洁,措辞独特。
在语法上打破条条框框，力求达到注意价值和记忆价值的目的。
与一般言语行为相比，广告语最大的特点是具有更突出的劝导倾向，更鲜明的鼓动意图――推销产品。
广告英语作为一种应用语言，因其所具有的特殊效用，已逐渐从普通英语中独立出来而发展成非规范化的专用语言，并具有如下特点:1.趋向具体化即把商品名与某一具体的人、物、概念结合起来。
接受者能通过广告设计的画面或形象，接受具体清晰的信息，例如，大宝DABAO，小护士Mini-nurse，娃哈哈WAHAHA，健力宝JIANLIBAO，康威KANGWEI，宝马BMW等。
2.趋向抽象化即模糊商品的概念，使接受者在给定的意境中，充分调动视觉，听觉，味觉，甚至嗅觉器官，展开联想，从而达到接受信息的目的。
商标的英汉翻译研究
商标的英汉翻译研究Introduction商标是企业或个人的经济利益和社会形象的象征。
在中国，人们一般将商标翻译为“商标”或“商号”，但在英语中，商标的翻译有很多种，包括trademark、brand、logo、symbol等等。
商标是文化、法律、经济等多方面的交融，因此在翻译商标时需要充分考虑各种因素，避免产生不必要的误解和错误。
商标的分类在翻译商标时，首先需要了解商标的不同分类，因为不同的商标翻译可能存在差异。
按照商标的功能可以将其分为区分商品或服务来源的商标、宣传品牌的商标、科技商标和善意商标等。
而按照商标名称的构成可以将其分为文字商标、图形商标、文字加图形商标、三维商标和声音商标等。
商标的英汉翻译1. TrademarkTrademark是商标的英文翻译之一，是最常用的商标词汇。
它是由trade（贸易）和mark（标记）两个单词组成。
在商标的注册、转让和保护等方面，它均被广泛使用。
与此对应的中文翻译是“商标”。
2. BrandBrand是指品牌，是商业活动中对一个产品或服务的形象和品质的总称。
它是通过广告、宣传和市场营销等手段来营造的，是商业行为和消费者之间的桥梁。
在商标的翻译中，brand通常被翻译成“品牌”。
3. LogoLogo是商标中的图形标志，用于标识产品、公司或服务。
它往往被设计成具有特定的形状、颜色和样式，以便轻易辨认。
Logo最基本的作用是在企业形象、广告和标识中进行界定，因此在翻译中常常被翻译成“标志”。
4. SymbolSymbol是商标的另一种英文翻译，它的含义与logo有些相似，但更广泛。
Symbol可以是任何一种图形或符号，如字母、数字、图形、颜色或其他特殊的形式。
因此，将symbol翻译成“标记”或“符号”都可以。
商标翻译时需要注意的问题1. 意译与直译商标中有些名称使用了中国特色的词语，如赛虎、招财猫等。
这时，如果直接将其翻译成英文，则可能无法传达其中的文化内涵，因此应该根据词语的本意进行适当的意译。
商标作文英文翻译
商标作文英文翻译英文：Trademark is an important aspect of business that helps to distinguish a company's products or services from those of its competitors. As a business owner, I understand the value of having a strong trademark that can be easily recognized by customers.A good trademark should be unique, memorable, and easy to pronounce. It should also be able to convey the essence of the company's brand and values. For example, the Nike swoosh is a simple yet powerful trademark that represents the company's commitment to athleticism and performance.Having a strong trademark can also help to build brand loyalty and trust with customers. When people see afamiliar trademark, they are more likely to choose that brand over others. This is why companies invest so much time and money into creating and protecting theirtrademarks.However, it is important to ensure that your trademark does not infringe on the rights of others. Before choosing a trademark, it is important to conduct a thorough search to ensure that it is not already in use by another company. This can help to avoid costly legal battles and damage to your company's reputation.Overall, a strong trademark is essential for any business looking to build a strong brand and establishitself in the marketplace.中文：商标是企业的重要组成部分，有助于将公司的产品或服务与竞争对手区分开来。
浅析英文商标的命名特点与翻译方法
浅析英文商标的命名特点与翻译方法论文导读：外语商标专门多来自于其公司或产品创始人、神话传奇中的人物和文学作品中的人物。
音意结合法，即对部分商标词汇使用意译，而另一部分商标词采取音译的翻译方法。
关键词：商标，起源，翻译方法一、英文商标的命名（一）、起源1、人名商标外语商标专门多来自于其公司或产品创始人、神话传奇中的人物和文学作品中的人物。
比如：F Pierre Cardin （皮尔.卡丹）时装，是依照该时装的制造者Pierre Cardin 的姓名而定，Walt Disney （沃尔特.迪斯尼）制片公司，是依照公司创始人Walt Disney的姓名而定，奔腾汽车是取自该车的发明人Carl Friedric 中文商标中的李宁，邓亚萍也是如此。
而Nike(体育用品)：源自希腊神话中胜利女神的名字，用这位身生双翼、手携橄榄枝的女神名作为体育用品的商标，即寓意迅驰的速度，又表达了对竞赛胜利的美好期望、Milo（梅洛）巧克力，取自古希腊运动健将Milo的名字，Angel（安吉尔）是希腊神话中爱护神的名子。
2、地名商标Santana（桑塔纳）轿车，San Tana原是美国加利福尼亚洲一座山谷的名称；；Avon（雅芳）化妆品，来源于英国大戏剧家莎士比亚故居的一条河流的名字；Longines(浪琴)是瑞士圣依梅尔邻近的一小村庄，弗兰西龙和大卫在此创建了手表制造厂。
Nokia（诺基亚）手机是依照芬兰北部一座名为Nokia 的小镇命名的，最早的诺基亚公司建于此地。
3、一般词商标一般此商标由数字、名词（动物名词和植物名词）、形容词等组成。
555（香烟）、777（韩国指甲刀）Apple（苹果电脑）等。
有些商标词用形容词表示产品的特点质量，例如Giant 本来有庞大的意思，而该商标被翻译为捷安特，比喻其性能快捷而安全，既反映了商品（自行车与电动车）的特点，又迎合了消费者心理。
论文参考。
4、臆造商标词外语商标中专门多词汇差不多上命名人自己制造的，是商标设计者依照其产品特点功能销售等因素，借助某些构词法而够成的合成词，例如Kodak （柯达），读起来专门容易让人想到按动快门的声音，专门好的诠释了相机的产品特点，令宽敞消费者对其产品产生好感，并达到过目不忘的成效。
中英文商标的命名与翻译
中英文商标的命名与翻译2020-04-08 19:10:23| 分类：|举报|字号定阅所谓广告，确实是广告人有打算的通过媒体传递商品的劳务，或其他信息，以增进销售，扩大宣传的公共传播技术。
研究这一公共传播技术的学问，即称"广告学"。
它是一门集经济学，市场经营学，美学，社会学和现代技术等多门学科于一体的综合学科。
广告的对象是所有的同意者，因此它必需明确、清楚和一目了然，以便于同意者在短时刻内同意。
也确实是说，它必需遵循AIDMA的法那么，即attention注目，interest爱好，desire欲望,memory经历，action行动。
芝加哥大学社会学家多温卡特顿特曾在《传播学》一书中也指出信息必需第一引人注目，然后才有可能取得成效。
商标作为企业商品的一个重要的组成部份，一样具有这一特点。
因此商品名（即商标）的好坏给消费者的心理刺激是完全不同的，例如weichuan味全（食物商标，喻五味俱全），Duracell金霸王（一种耐用的电池），kodak柯达（一种小型照相机），xerox施乐（一种静电复印机或静电复印法）。
同时，广告商标还应具有必然有思想性和内涵，更能激起人们的爱好，加深人们对商品的印象，例如coca-colask 可口可乐饮料-既可口又可乐，carefree娇爽卫生用品（英文含义为无忧无虑，轻松，愉快），NIKE耐克运动系列产品（英文含义为希腊神话中的成功女神，象征着成功）。
另外，广告商标还应简练独特，令人们在不断的重复中，强化经历。
例如GM汽车。
TCL王牌彩电，7-UP七喜饮料，apple苹果电脑等。
最后广告商标的形象生动性，也一样不可轻忽。
如kiss me奇士类口红。
Benz奔驰汽车，pentium奔腾电脑，puma彪马，专门是随着新兴学科CI(corporate identication or corporate image)，即通过设计系统来塑造企业形象的经营技法的兴起和进展，商标的重要性日趋突出，一些公司企业乃至实施企业名称=商标的战略，以增加宣传活动的效率。
品牌命名英文作文
品牌命名英文作文Brand naming is a crucial part of creating a successful business. It's the first thing people see and hear, so it needs to be catchy and memorable. A good brand name should reflect the values and personality of the company, and it should also be easy to pronounce and spell.When coming up with a brand name, it's important to consider the target audience. A name that resonates with one group of people might not have the same effect on another. It's also important to think about the future and how the brand name will be perceived as the company grows and evolves.One strategy for brand naming is to use a made-up word or a combination of words. This can create a unique and distinctive brand identity. Another approach is to use a name that describes what the company does or the products it sells. This can help customers understand what the brand is all about right from the start.It's also important to consider the availability of the brand name. It's crucial to do a thorough search to make sure the name isn't already trademarked or being used by another company in the same industry. This can save a lot of time and legal trouble down the road.In the end, a successful brand name is one that resonates with the target audience, accurately represents the company, and sets the stage for a strong and memorable brand identity. It's worth taking the time to get it right.。
On Translation of Chinese Brand Name 浅析中文商标名的英译
浅析中文商标名的英译On Translation of Chinese Brand NameContentsAbstract (i)摘要 ....................................................................................................................... i i1. Introduction (1)2. Main Principles (1)2.1 Easy Identification (2)2.2 Attention of Cultural Difference (2)2.3 Catchy Names (4)2.4 Attention of Political Factors (4)3. General Methods (5)3.1 Using the Pinyin of the Characters (5)3.1.1 Advantages (5)3.1.2 Disadvantages (5)3.1.3 Useful Conditions (6)3.2 Free Translation (6)3.2.1 Improper Situations (6)3.2.2 Suitable Situations (7)3.3 Transliteration (7)3.4 Homophonic T ranslation (8)4.Current Relevant Situations (8)5. General Criteria of Successful Cases (9)6. Conclusion (10)Bibliography (11)Acknowledgements (12)AbstractIn recent years, the progress of the translation on brand name-a practical branch of translation- is very remarkable. Obviously, the English-Chinese translation of brand name has developed a lot with enormous famous fruits such as Coca-cola(可口可乐)，Goldlion(金利来) and Palarold(拍立得).Comparatively, the translation of Chinese products is less noticeable. A great majority of the Chinese trademark names are just translated into the pinyins of the Chinese characters, with several noted cases such as 海尔（Haier）and李宁（Lining）.According to the examples collected, the author does some systematical analysis. On such basis, this article summarizes the principles and methods of the translation on brand name. The results show that if various relevant translation principles and methods are combined in the translation practices, the successful English brand names of Chinese products shall energetically promote their sales in foreign markets. Meanwhile, by several surveys on the translated Chinese products, the author finds out the general characters of successful cases, with a goal of providing reference and help illustrating in the future translation of Chinese brand name.Key words: Chinese brand name: translation; principle; method摘要近年来，商标翻译，作为翻译理论的应用领域之一，其成果十分显著，尤其是商标的英汉翻译，其成功案例比比皆是，简单通俗的例子如Coca-cola(可口可乐)，Goldlion(金利来) and Palarold(拍立得)等。
浅析英语商标汉译原则与方法_外语翻译论文【精品论文】
浅析英语商标汉译原则与方法_外语翻译论文[摘要]随着中国对经济全球化的迅猛发展 ,中国与世界各国的商品交流也愈加广泛。
恰当的商标翻译成为商品打入国际市场不可或缺的一部分。
本文在结合社会背景,文化等因素后,归纳并总结了常见的商标翻译技巧及原则。
其中着重分析了音译、意译、直译、零翻译等几种常用翻译方法。
[关键词]商标翻译技巧原则商标作为商品的象征,是产品在广告宣传中的重要组成部分。
从某种层面上说,商标的好坏直接影响了消费者对该产品的购买欲。
当今社会中不难发现许多消费者拒绝购买某种产品,仅仅是因为消费者不喜欢该商标。
成功的商标在促进产品的销售方面发挥着极其重要的作用,商标的翻译更是不容小觑。
故如何把商标翻译好,如何适应消费者和文化发展的需求,如何采用更好的翻译方法让产品深入人心,为企业或国家带来巨大的经济效益。
因此,能否将产品的内涵传达出来是商标翻译中的关键。
一、商标翻译的原则由于环境、历史、经济、宗教等众多因素的不同导致中西方文化存在巨大差异,这些差异使得人们的思维方式、世界观、价值观各不相同。
笔者在此总结分析了上述例子的翻译方法后,对商标翻译原则稍作简述。
1.符合产品特性的原则陈振东对此有所论述,商品的特性是指商品不仅具有区别与另一类物质的基本构造,它还含有“流通性能”。
因而,在翻译过程中译者要把握商品的特性,从而促进消费者对产品的了解,并能快速通过商标的名称来了解产品的特性与功效。
例如,某品牌女装Hope Show被译为“红袖”,其中“袖”字即刻体现了该产品为服装类别,让消费者直截了当地记住其商品的种类,而“红”更将该品牌提升到一种喜庆祥和的感觉,同时也迎合了中国消费者的喜欢,使得产品更深度地体现它的特色。
2.简洁、方便记忆原则笔者认为,商标乃产品的无形资产,一个耳熟能详的名字对于商家而言举足轻重。
如今,家喻户晓的国际名牌“可口可乐”以其轻松,押韵的音节唤起中国人积极美好的心理情绪,都起来朗朗上口,增加了人们愉悦的想象,令人回味无穷。
英语论文-文化差异中的商标翻译
文化差异中的商标翻译【Abstract】A brand is shown by a name , a word , a sign , a symbol , a design or a combination of them. It is intended to identify the products or services of one seller or group of sellers and to differentiate them from those of competitors. Brand-naming itself represents a strategically important issue and may determine the success or failure of a product. A good brand name can also save millions of dollars over the product's life because it carries its own meaning, describes the product's advantages, and differentiates the product significantly from its competitors. By reading the brand names , it is easy to tell the products from one to the other and to know the characters of products . For the good brand has the functions of distinguishing, providing information of products and being symbol of credit , the good brand has a good advertisement for the product and help to take in a larger market .With the globalization of world economy, especially with China‟s entry into the World Trade Organization, more and more people in China have realized the importance of good brand names and international brand names in promoting sales and cultivating markets. It is therefore not only necessary but also urgent to study on brand names and the brand translation upgrade to a new level . The main obstacle of brand translation is the different cultures . The cultural differences are represented by the forms of language . Due to the fact that brands are mainly described by language , there are some difficulties in the brand translation . Then , in this paper , apart from some general knowledge about brands, the cultural differences between English and Chinese brands are shown and some mistranslations are given . What is more, in order to avoid the cultural conflicts in translation, some common skills (including Transliteration, Semantic Translation and Trans-semantic Translation) and some creative skills (Effectiveness Translation, Character Translation, Approximation Translation and Elegance Translation ) are provided . And at the end of the paper , some general principles of brand translation are given for a good brand translation . 【Key Words】brands; culture differences ; translation ; skills【摘要】商标是商品和商业服务的标记．它是指商品生产者、经营者、服务提供者为了使自己生产、销售的商品或提供的服务,在市场上与其他商品或服务相区别而使用的一种标记。
英文商标翻译论文
英文商标翻译论文1.英文商标翻译的策略音译商标翻译过程中，音译是一种不可忽视的手段，具有极强的普遍性。
音译是指在不背离“汉语语言规范和不引起错误联想或误解的条件下，按照原商标名称的发音，找到与之语音相近的汉语字词进行翻译。
其优点是简单易行，译文有异国情调，可使产品具有一定吸引力。
音译又分为：纯音译﹑谐音译和省音译。
纯音译纯音译即根据英文的读音逐字地用相近发音的汉字进行匹配的翻译。
主要适用于专有名词，如：人名商标和地名商标。
这种翻译法是商标在译为中文时，因无法找到相应的汉语表达而不得不采用的翻译方法。
人名商标有些商标是姓氏构成的，如：Hoover(胡佛)真空吸尘器，是源于生产商WilliamHenryHoover的姓氏；Rael-Brook(雷尔-布鲁克)男装，是源于公司创始人的姓氏。
有些商标是人的全名，如：WaltDisney(沃尔特·迪斯尼)制片公司，是根据公司创始人WaltDisney的姓名而定；PierreCardin(皮尔·卡丹)时装，是根据该时装的制造者PierreCardin的姓名而定；“benz”品牌最早含义是卡尔本茨的姓，根据译音，在中国翻译成“奔驰”。
地名商标Santana(桑塔纳)轿车，SanTana原是美国加利福尼亚洲一座山谷的名称；Nokia(诺基亚)手机是根据芬兰北部一座名为Nokia的小镇命名的。
谐音译这种译法是以音为引子，经常是在纯音译的基础上改动个别字眼，这些字眼与原商标读音谐音，改动后的音译商标又结合产品特征。
例如：为纪念航空公司创始人WillianEdwardBoeing人们以其姓氏确定的商标Boeing，译作“博音”，但作为商标，译者改用谐音“波音”，这就可以使人们对这类超音速飞机产生无尽的遐想。
省音译省音译是根据中国人的审美习惯，双音节和三音节的商标更能令人过目不忘，有些英文商标单词较长音节较多，如果逐字翻译，读起来拗口且不便记忆，可采用省音译来简化。
广告牌中商标名称的英译探析
Evaluating and Translating the Trademark of the AdvertisementThe process of trademark translation is tricky and requires both precision and creativity. Translating trademarks, whether it be a product or a corporate name, requires attention to detail as well as a close consideration of the intended message and overall tone. The aim is to preserve the original spirit and theme of the post while also making it accessible to a broader audience. As such, an effective translation conveys the same meaning and purpose that the original trademark has while also sounding natural and fitting in with the overall brand identity of the company or product.In this article, we take a look at how to effectively translate the trademark of an advertisement. In particular, we look at how to evaluate the trademark and its intended message as well as how to choose the most accurate and effective English translation.Firstly, it is important to get a good feel for the intended message of the trademark being featured in the advertisement. Words and phrases can mean different things in different cultures and contexts, so it’s important to have an understanding of the translator’s target audience. This helps to focus the task of translating the trademark in a way that properly captures its meaning for the target audience.For example, a company based in China may have a trademark that literally translates to “The Great China” in English. However, a translator should be aware that this may not be an accurate or effective translation for an American audience. In this case, a more appropriate translation may be “Uniquely Chinese” or something similar that better conveys the intended message while still using the original trademark.Once the intended message is established, it is also important to consider the overall tone and style of the trademark. Is the trademark supposed to convey a sense of sophistication or fun? Is it intended to be bold and modern, orsubtle and classic? It is essential to get a good feel for the style of the trademark in order to ensure that the translation is accurate and reflects the desired tone.Finally, it is important to consider the overall brand identity of the company or product being advertised. A trademark should remain consistent with a company’s brand image, so it is important to make sure that the chosen words and phrases fit with the company’s overall style and message.In conclusion, evaluating and choosing an effective English translation of a trademark featured in an advertisement requires attention to detail and close consideration of the intended message and overall tone. The aim is to effectively convey the same message and purpose as the original trademark while also staying consistent with the company’s brand identity. With careful consideration and the right amount of creativity, well-crafted translations can do just that.。
英语论文-英语商标翻译论文
Pierre Cardin （服装）皮尔。
卡丹Giant（自行车）捷安特Vigor（保健药）没有对应翻译Nokia（手机）诺基亚Sumsung（电器）三星Olympus（照相机）奥林巴斯Supor (炉具) 苏泊尔Chery（汽车）奇瑞Aigo (U盘) 爱国者Metro (商场) 麦德龙Sharp（电器）夏普Pantene（洗发液）潘婷Dove（巧克力）德芙Marlboro（香烟品牌）万宝路Pizza Hut (比萨店) 必胜客Pentium（英特尔芯片）奔腾微处理器, 美国英特尔股份公司相对新产的中央处理单位(计算机用语)HP（电子仪器）惠普Colgate（牙膏品牌）高露洁, 一种美国流行的牙膏Head＆Shoulders（去屑洗发水）海飞丝Nestle（食品）雀巢Transfer（玩具）变形金刚Duracell（电池）金霸王Task 2: Put the following Chinese trademarks into English李字牌（蚊香）似乎没有权威的翻译，可否Lee's西湖牌（电视机）似乎没有权威的翻译，可否West Lake王老吉（饮料）Wang Laoji吉利（汽车）Geely恒源祥（毛衣）Heng Yuan Xiang海信（电器）Hisense先锋（音箱）Pioneer青岛（啤酒）Tsingtao傻子（瓜子）似乎没有权威的翻译，可否Fool长虹（电器）Changhong我只能答出者几个其他答案Pierre Cardin （服装）皮尔拉丹Giant（自行车）捷安特Vigor（保健药）Nokia（手机）诺基亚Sumsung（电器）三星Olympus（照相机）奥林巴斯Supor (炉具)Chery（汽车）Aigo (U盘)Metro (商场)Sharp（电器）Pantene（洗发液）潘婷Dove（巧克力）德芙Marlboro（香烟品牌）万宝路Pizza Hut (比萨店)Pentium（英特尔芯片）喷通微处理器, 美国英特尔股份公司相对新产的中央处理单位(计算机用语)HP（电子仪器）惠普Colgate（牙膏品牌）高丽洁, 一种美国流行的牙膏Head＆Shoulders（去屑洗发水）海飞丝Nestle（食品）雀巢Transfer（玩具）变形金刚Duracell（电池）Task 2: Put the following Chinese trademarks into English李字牌（蚊香）西湖牌（电视机）王老吉（饮料）吉利（汽车）恒源祥（毛衣）海信（电器）hisense先锋（音箱）青岛（啤酒）tsingtao傻子（瓜子）长虹（电器）changhong我只能答出者几个英文商标翻译的策略中文摘要商标是一种特殊的语言符号,是商品显着特征的浓缩,是商品文化的核心部分,是企业参与国际竞争的有力武器。
商标名称的翻译与策略【毕业论文】.doc
（20 届）英语商标名称的翻译与策略On Brand Name Translation Studies and its TranslationStrategies全球经济一体化的今天，行业间的商业竞争日趋激烈，在这样的环境下，商标之于产品和企业的作用就更不可忽略。
产品的商标恰如人的名字，赏心悦目的商标名让人过目难忘，能够促进产品的销售，而不恰当的商标名将给产品甚至其企业带来厄运。
随着国际经济的发展，越来越多的企业走出国门进军世界市场。
为了成功地让产品在国际市场上夺得一席之地，好的译名商标必不可少。
鉴于此，本文结合商标的特点以及中英语言文化等方面的差异提出了适用于商标翻译的策略：音译、直译、音译直译和意译策略，同时结合大量品牌翻译实例加以论证。
相信木研究对于商标译员和企业都将起到一定的指导性作用。
关键词：商标；中英语言文化；商标翻译策略AbstractAs one of the best strategies of marketing，brand name is of vital importance in the keen competition of businesses in the global economy. Brand name to product is like name to people.A good brand name contributes to the good reputation of a company and can help to propel sales of products while a poor brand name could be disastrous to a company. With the fast development of the international economy, more and more companies are cultivating their markets outside their own nations. To successfully promote products in the global market，a good translation of the brand name is of utmost importance.Based on the characteristics of brand names and linguistic and cultural differences between Chinese and English, the thesis puts forward brand name translation strategies: transliteration, literal translation, combination of transliteration and literal translation and liberal or free translation，which is illustrated with numerous concrete examples. It is hoped that the present study can play facilitating roles for brand name translators and enterprises as well.Key words: brand name; linguistic and cultural differences; brand name translation strategiesContents蚊■ (i)Abstract ........................................................................................................................ I I Introduction . (1)Research Background (1)Research Purposes and Significance (1)Literature Review (2)Definitions of BrandNames (2)Characteristics of Brand Names (2)The Studies on Brand Names Translation Home and Abroad (5)Studies on Brand Names from the Economic Perspective (5)Studies on Brand Name Translation from Cultural Perspective (6)Studies on Brand Name Translation from Linguistic Perspective (7)Brand Name Translation Strategies (10)Introduction (10)Transliteration (10)Literal Translation (11)3.4. Combination of Transliteration and Literal Translation (12)3.5 Liberal or Free Translation (13)Conclusion (17)Bibliography (18)1Introduction1.1Research BackgroundIn a world of rapid economic development, commercial exchange takes an even more important role than before. China, in such a developing condition is strengthening its communication with the outside world in terms of commercials. On the one hand, China，together with all the top brands it boasts is going global, on the other hand，the rest of the world is stepping into China，looking for chances to introduce and sell their top brands in the large potential market. A popular brand name is a must for the products promotion work, and it is also of vital importance to make sure that a good brand name maintains as a popular one when it is introduced to a new market. And this is the arduous task that a translator shoulders.However, in real life, we often encounter numerous lousy translations of brand names. A case in point is Chinese product 较身减月巴片，which is rendered into Obesity Reducing Tablets. When such product was exported to America，for a long period, the tablet was a slow seller. Through market research, it shows that brand name did not meet the people‟s psychological demand because this product was regarded as the medicine for obese people. Based on the above considerations, the author carries out a study on the brand name translation and its strategies，and hopefully the proposed strategies can shed light on brand name translation and guide translators in the translation practice.1.2Research Purposes and SignificanceTranslation is defined as “a complex action designed to achieve a particular purpose” (Newmark，2001: 6). When it comes to brand name translation, the ultimate purpose is to make target consumers know the products and further invite them to buy the products.According to this special purpose of brand name translation，we find it is necessary and significant that appropriate translation strategies of brand name must be develop to cope with this important branch of practical translation—brand name translation. Thus，this thesis makes an in-depth analysis of brand name translation and appropriate translation strategies.The purpose of the study is twofold. First, to arouse general awareness that brand name translation is significantly essential especially in the age of the globalization. Second, to put forward translation strategies which are highly amenable to the translation of brand names.2Literature Review2.1Definitions of Brand NamesThis thesis focuses on brand name translation，so it is important for us to have an overall understanding of what brand name is.“Branding makes a product distinctive in the marketplace，just as your name makes youunique in the society in which you live.”(Wells，Burnett and Moriarty, 1999: 89)It is “a name given by a producer to a particular product，by which it may be recognized from among alike products made by other producers.” (Longman Contemporary English-Chinese Dictionary English, 1988)“A trademark is any word，name, phrase，symbol，sign, design，or packaging that is distinctive and that identifies and distinguishes the source of a particular product. A trademark typically appears on the product or on its packaging•”((Lubliner，1993:16)Actually, people are confused in its conception even in Europe and America where commerce developed. A successful brand is defined，by Chernatony and McDonald (1994)，as “an identifiable product，service, person or place, augmented in such a way that the buyer or user perceives relevant unique added values which match their needs most closely”. In the British, consumers have been shown, by de Chernatony and McWilliam (1989)，to hold typically one of four complementary and overlapping views of brands:1 • A visual identifier.2.A guarantee of consistent quality.3.A shorthand device.4.An expression of self-concept. (Chernatony and Me William, 1989: 29-32)The above-mentioned definitions prove the brand is a concept of compounding, it is formed by the brand outside mark (including name, term, pattern etc.)，brand discerning, brand legend brand image，etc. While in this thesis, brand names mainly refer to the part of a brand that can be expressed in words.2.2Characteristics of Brand NamesAiming to build, reinforce, and reposition consumers‟ perceptions and understandings of a certain brand, brand names have the following four functions, that is, distinguishing products, providing information, ensuring guarantee and stimulating consumption desires.In order to build a positive image in the market and arouse favorable associations as well as purchasing desires in the mind of consumers, brand names are required to have the following major characteristics: brevity, sonority and memorability，significance，elegance and appropriateness，originality and novelty.Because of the peculiarity of the brand name that it carries the main and final purpose of achieving sales，the first and foremost characteristics of brand names are brevity，sonority and memorability. Only those brief，easy-to-understand and memorable brand names will win the approval of consumers.For example，Uha (悠哈)，a candy brand name, is short and sweet. In pronouncing Uha，lovely，cute, adorabe feelings emerge in people‟s mind, which appeal to its target consumers. Apart from that，the translated brand name keeps the syllabus of the original name. ‚雅客’’(Yake)，in the same way，the pronunciation is crispy，sonorous and agile. The Chinese version also gives us elegant and cultivated feelings. What‟s more，‚雅客‛ is the alternative name of the flower Narcissus. From above examples，the characteristics of brevity, sonority and memorability make brand names impressive，which are helpful to reach the purpose of sales of products.In most cases，brand names have rich meanings and associations. Apart from being brief，sonorous and memorable, another important characteristic of brand names is significance, in other words, brand names usually carry rich connotations. A case in point is the brand name ‚彩虹’’ (Irico)，whose English version is composed of “Irix” and “Corporation”. Irix is a Goddess in Greek Mythology whose responsibility is to spread good news. This happens to be in li ne with this Group‟s purpose: to be the creator of a sweet life for human beings. If it was literally translated it into rainbow, the effect would be discounted.Goodyear, a tire brand name, means an auspicious and harvest year; the translated version ‚固特异‛ not only is similar to Goodyear in pronunciation but shows attributes of the product of being solid，special and unique.‚丙冷，’ (Serene) is an air-conditioning brand name. The meaning of “丙冷‟‟，in Chinese people‟s mind，is cold and dry; for the translated version Serene，though it contains more meanings as being clam, quiet and composed，the original meaning of coldness is reduced.Elegance and appropriateness refer to the meanings of brand names or the ideas they conveyed. Since the purpose of brand names is to be recognized and accepted by consumers，the information transferred by the brand name is required to be correct and appropriate, that is, in accordance with characteristics of the commodity. For instance:Band-aid----- 邦迪(bandage for first aid)Goldlion——金利来(shirt)Marlboro ---- 万宝路(cigarette)Giant ---- 捷安特(bicycle)Paloma ----- 白乐满(gas-burning appliance)Contac-----康泰克(cold medicine)天翼--- E-su对ing (net sdevice)‚天翼’’(E-surfing)，a new brand released by China Telecom to fulfill the mass customers‟ need for information services. ‚天翼‛ means flying freely in the sky;accordingly，“e-surfing” means surfing the web to one‟s heart's content. With e-surfing, cell phones or laptops are like having wings flying freely in the online world. The translated brand name well transfers the meaning of the original brand name and thus can be regarded as an elegant and appropriate translated brand name.Giant is the brand name of a bicycle，whose original meanings are huge，great，or people of vision; the translated version furthers the original meanings and shows that the product is swift, safe and special. Besides, the pronunciation of ‚捷安特‛ is similar to the original brand name Giant. So, ‚捷安特‛ embodies the characteristics and meanings of the original brand name.To be unique and distinctive in the market，brand names of products are required to be original, novel and creative. The first impression of the brand name left in consumers‟ minds is very important and it constitutes a reason for the product to be selected among numerous products of the same type. So, a successful brand name and its translation are required to be instantly recognizable. Therefore, an excellent brand name holds attributes of novelty，attractiveness and originality.Take the wall clock brand EMIT as an example. The brand EMIT is said to be novel and original because it is the back-to-front spelling of the word “TIME”，meaning breaking through the traditions. What‟s more, EMIT is rendered into ‚情有独钟‟‟，in which, ‚钟’’ is endowed with the meanings of both the clock (referring to EMIT) and its original meaning in the set phrase. Both EMIT and ‚情有独钟’’ are interesting and impressive and can be said to be original and novel.The Chinese version of B.CHOW—‘‘比倘’’ is also an outstanding example because it vividly describes the mood of “want to be more charming and pretty than others”. This thought makes the brand name distinctive and impressive.The candy brand Fujiya is rendered into ‚不二家‛ which is interesting and fresh in the market. The Chinese version shows uniqueness，originality and individuality of the product.2.3The Studies on Brand Names Translation Home and AbroadVarious researchers have endeavored to study brand names. The previous studies on brand names can be categorized into three groups: 1) economic perspective; 2) cultural perspective; and 3) linguistic perspective.2.3.1Studies on Brand Names from the Economic PerspectiveBrand name is a product of economic development, so economic and market research on it plays an important role in our society. Based on the research findings, what the experts study mostly are how to create，design，market，develop，and manage brands. Aaker (a businessprofessor at University of California at Berkeley) and Kevin Keller are two American branding experts, who make theoretical and scientific analyses on brand names in their works. They contribute a lot to the research in this field. Aaker (1991) brilliantly examines how to create, market，develop, and manage brands strategically in the 1990s.Keller (1998) provides a comprehensive treatment of the subject of brands，brand equity，and strategic brand management, concerning the design and implementation of marketing programs and activities to build. John Murphy，a branding expert in Interbrand (global branding consultancy)，has edited and published many guidebooks on brands. In addition，most researches on naming primarily focus on characteristics and functions of English names. For example，Peterson & Ross (1972) find that it is important to select names that build on familiar words，because consumers may already have positive notions about such words. Other researches demonstrate that the favorability of a brand name is used as a heuristic cue when consumers make product judgments (Maheswaran，Mackie & Chaiken，1992). The brand‟s role in the field of marketing has changed dramatically during the past decade. In the past, we used to name already existing products or companies in order to make them more attractive to consumers. In contrast recently, developing a brand means devising and implementing a way by which to deliver a benefit to consumers. Such concepts direct the development of products and services designed to supply the benefit，and even shape entire organizations for this purpose. Trade Mark English，ritten by He Chuansheng (1997)，illustrates the motivation of brand formation from the perspectives of psychology，marketing，sociology and culture，meanwhile，he analyzes the effects of brand used as verbs and adjectives in modern English. His article, New Industry Survey of American Language report: brand name，is a survey of a flourishing language industry in the US (贺川生，2003). Psychology is closely related to brand naming when we want to create a successful brand. Hou Ruilong (1997: 260) explores the psychological strategies of brand naming and indicates what a trap is when strategies of single brand name are used.2.3.2Studies on Brand Name Translation from Cultural PerspectiveAnalysis on brand names translation covers the majority of language research of this field in China. Zhu Fan (2002) makes a comment on brand names translation in her article, a most representative study based on more than 120 articles from 1994-2001. According to the principles and features of brand names, Guo Shangxing (1995) divides brand names into five categories and indicates problems of brand name translation in China. Chen Quanming (1996) introduces four methods for English-Chinese import brand name translation. Peng Shiyu (2001)proposes four methods for C-E brand name translation: homophonic translation，literal translation, direct translation and blending translation，in which blending translation is the best way to internationalize Chinese brand names. Bao Huinan (2001) analyzes principles of translation from Chinese brand name to English from the perspective of language and culture. She considers most Chinese brand names are in the form of Chinese characters or Pinyin, so the products with such brand names are sold well in domestic market but not in foreign market. Teng Yanjiang(2004) attempts to point out the phenomenon of cultural aphasia in C-E trademark translation and shows the way of dealing with such problems in C-E trademark translation and how to avoid such mistakes in practice.Verbification of brand names originates in 1940s，which is a fresh language phenomenon. In China, translation on verbification of brand names is from Zhang Dinxing(1997) who makes a preliminary study on its word source, history background, meaning and translation. He also stresses that “verbification of vehicle‟s brand names is a new trend in modern English vocabular y and verbification of automobile brand names is the most popular”(张定兴，1998). The article is limited in describing brand names examples，which is a conclusion of rules or language features on verbification. So Zhang Dinxing (1999) studies it from the view of stylistics and pragmatics on the basis of his further research on English brand names. He considers, in order to translate verbification of brand names very well，translators must constantly learn new knowledge and read foreign newspapers and journals as much as possible.Ever since brands come into being, they are blessed with cultural meaning and closely connected with culture. Ethical cultural meaning is contained in a small brand name, in which lexical meaning is added with emotion，cultural symbol or cultural association.Brand names can express their special meanings and be understood only under the specific cultural background. Companies pay attention to both the form of brand and its culture, so there are many cultural studies on brand names.Cao Zhiyun (1992: 165) analyzes the culture phenomena of Chinese brand naming, and illustrates the characteristics of brand language such as distinction, art and social function. Peng Shiyu (2001) holds that the design of Chinese brand and brand names should not only absorb other culture‟s virtue but also work out how they will be accepted easily，which makes Chinese brand and brand names international Zhang Xiangyang(2005) probes the cultural implication and object of automobile brand names. Because of different cultures，English and Chinese brand names are different from each other. Geuens & Pelsmacker (1999) make a comparison between brand naming in English and Chinese, “there are some common points in naming brand names in English and brand names in Chinese. Brand names are relatively short， so generallyspeaking，such devices as symbolism and association are used in naming so as to convey the information about the products as much as possible. But there are some obvious differences in the brand names in English and the brand names in Chinese because of the differences between the cultural psychology，the linguistic characteristics and the way of thinking.” Hu Kaibao (1999) conducts a research on some differences between English and Chinese brand names from the perspectives of the sources of brand names, syllables, relations between quality of product and its brand name.233 Studies on Brand Name Translation from Linguistic Perspective Scholars in US attach much importance to linguistic research on brand names. The most famous representative is Vanden (1987) who analyzes language features of 200 brand names from 1971 to 1985 in US. Aronoff (1981) published his Automobile Semantics in the journal Linguistic Inquiry. Ingrid Filler‟s PhD dissertation American Automobile Names (1996) can be reckoned as one of the best literatures on brand naming available at present. By studying the place names of automobile in general language, she thoroughly investigates the nature of American automobile names which are collected from a corpus of more than 2000 such names. Robertson, K. (1987)，a psychologist，puts efforts into the study of proper names， including brand names and published Dictionary of Trade Name Origins, which collects quite a lot of famous brand names.In China，the study of brand names can be traced back to Zhuang Hecheng (1988) and Sun Dequan (1988) who are the first Chinese scholars in this field studying simple features of brand names and problems of translation. Zhu Yajun(2003) studies brand names from the perspective of some branches of linguistics，which include phonetics, grammar，semantics，pragmatics，semiotics，translation, and indicates relevant factors of brand naming. He takes the functional equivalence theory to describe brand name translation and provides three principles: accordant，relevant, brief，and three translation methods: equivalent method，complementary method and homophonic method. It has mentioned that a brand name with favorable (positive) associations to consumer psychology will contribute to the success of this brand.The literatures about lexical analysis for brand name are limited. Liang Guotao (1992) divides trademarks into three categories: name trademark words, such as Cadillac.，word trademark words, such as Apple; arbitrary trademark words, in which word-formation is applied, such as Kodak.Liang Guotao(1998) adds the fourth category of brand names—shortening trademark word, such as IBM and says brand names are different from common words, because they are industry property right. Hou Ruilong(1997: 260) explores the psychological strategiesof brand naming, and figured there is a trap of brand naming in using the strategy of single brand name, which would lead to failure of enterprises. Wu Hanjiang & Cao Wei(2005) introduces brand names，words, letters and numbers in brands, gives classification of Chinese brands, analyzes phonetic，lexical and syntactic features of brand language. As brand names cannot be arbitrarily created, Zhu Wangzhong & Su Gailian (2006) briefly analyze the motivation of pronunciation, word-formation and meaning of coined English brand names and gives some cases of brand names of export product.The previous literature shows us a lot of successful achievements on the research of brand names，yet there are still some problems left. Many linguists focus their research on proper names but pay little attention to brand names. According to the previous literature which is mostly about economics, translation，culture and linguistics, we can find the previous studies do not elaborate on the translation strategies that are appropriate to translation of brand names. Under this backdrop，the present study conduct research in this field with the hope of arousing the public‟s awareness of brand name translation and at the same time, offering app ropriate translation strategies that can render a well-translated brand name.3Brand Name Translation Strategies3.1IntroductionThe translation of brand names is not a simple transfer from one language to another; instead，it is a recreation process. The same brand name may have different translations to stand for different types of products. For example, the baby‟s daily use cosmetic Johnson & Johnson is translated into 虽生”，while an enterprise named as Johnson is translated into ‚庄臣As an underwear brand name, Triumph is rendered into ‚黛安芬”，but as a car brand name, it is translated into ‚凯旋As a chocolate brand name, Dove is translated into ‚德芙‟‟， while as a body wash，it is rendered into‚多芬Apart from this，Dove can also be translated into ‚多福’’ or ‚得福‟‟，which are meaningful and fortunate in Chinese people‟s eyes.Different from common language translations, brand name translations consider more on the nonlinguistic factors，such as products and consumers, esp. cultural factors infiltrated in language. Some translation strategies for the translation of brand names are listed as follows.3.2TransliterationIn translating English brand names, transliteration is a strategy that cannot be ignored. The advantage of this strategy is that it is easy and feasible; meanwhile，the strategy of transliteration endows translated brand names with exotic tints and feelings. This strategy is widely used in the translation of brand names because it not only keeps the consistency of product images globally，but also remains the rhythmic beauty and sonorous beauty of original brand names. For example:Motorola ----- •摩托罗拉(cell phone)Swatch ---- 斯沃琪(观tches)Pocky-----百奇(decorating biscuit)Subway----- 赛白味(fast food)Eucerin ----- 优色林(cosmetic)Reebok ---- 锐步(shoe)Sharp ----- 夏徵electronic home appliance)Kelon ----- 科龙(electronic home appliance)Galanz ---- 格兰仕(electronic home appliance)Ericsso ---- 爱立信(cell phone)Virjoy ——唯洁雅(tissue)Nepia -----妮飘(tissue)In the translation of Pocky and Subway, the translated brand names ‚ 白奇‛ and ‚赛白味‛ not only are similar to the original pronunciations，but expend the meanings of the original names. Pocky shows a magical pocket that produces various wonders，which is in accordance with Chinese people‟s psychology of being fond of surprises and expectations; while Subway mean to show that their service speed is faster even than a subway and their food taste better than any others.To sum up, the transliteration strategy emphasizes phonological forms of brand names, going after phonological similarities between brand names in the source language and the target language. It tries to find out the same or similar words or morphemes to the original brand names. This strategy confines translators to the phonological forms of brand names in source languages but gives translators wide flexibilities in conferring meanings to translated brand names.3.3Literal TranslationLiteral translation means to translate brand names directly on the basis of its literal meanings. This strategy is adopted when the translated brand names have the same cultural images as in the source language. As the major strategy for the translation of brand names，the literal translation strategy maintains characteristics of original brand names and conveys accurate original information and feelings directly and precisely. For example: Tiger ----- 虎(beer)Crown ---- 皇冠(automobile)Playboy ----- 花花子(clothing)Cover girl --- 封面女郎(cosmetic)Fair Lady ---- 贵夫人(cosmetic、Good Companion ----- 良友(cigarette)Naughty Monkey ---- 顽皮猴(clothing)Blue Ribbon ---- 蓝带(beer)May flower--- :五花(tissue)营养快线--- Nutri-express( beverage)Among these examples, the original brand name Tiger gives people the feelings of bravery and fierceness，which are liked by most male consumers. The literally translated brand name ‚虎‛ well conveys the information of the source language; at the same time, it attracts the attention of target consumers. Thus the brand names in both the source language and the targetlanguage well perform the function of promotion.Blue Ribbon is rendered into ‚蓝带Blue Ribbon,in English，has connotations of masterpiece, the highest honor，top-ranking，etc.; however，these meanings are not loaded on the correspondingly translated brand name ‚蓝带”，which just means ribbons of the blue color. The same situation happens to transliteration in some cases. Thus there are some limitations for both the transliteration and the literal translation strategies.3.4. Combination of Transliteration and Literal TranslationThe strategy of the combination of transliteration and literal translation makes translated version of brand names close to the original brand names both in meanings and in pronunciations. For example:沧沧--- C hacheer (melon seeds)回力--- W arrior( shoe)Xtep ---- 特步(shoe)Seven up ----- 匕喜(bevercige)Pampers ------帮宝适(diaper)Polaroid ---- 拍立得(camera)Hygienix ----- 洁云(tissue)Kleene ----- 舍了，洁(tissue)Signal ---- 洁诺(toothpaste)Colgate ---- 高露'洁(toothpaste、Walex ---- 威洁丄.(washing powder)HiSense ---- 海信｛TN set)Povos ---- 奔職electrical home appliance)相宜木亨-- Si noway Herb (cosmetic)The translated version of …‘洽洽’’ (Chacheer) combines the pronunciation of ‘‘洽’’ and its meaning of being happy or cheerful. The sneaker brand name “[H|力‛ is translated into Warrior，which is similar not only to ‚回力’’ in pronunciation, but also in meaning. Semantically, ‚回力‛ means tremendous power to overcome difficulties，corresponding with the meaning of the word “Warrior”. So it is thought that people who wear the Warrior sneaker would be like a warrior who had tremendous powers.‚相3T•木草‟‟，literally means to maintain skins with herbs; its translated version Sin 側ay Herb, means the Chinese way of protecting skins with herbs. The translated version helps foreign customers to know more about the product.。
品牌命名英文作文
品牌命名英文作文英文：When it comes to naming a brand, there are a lot of factors to consider. The name needs to be memorable, easyto pronounce, and ideally, it should convey something about the brand's values or mission. Here are a few tips thatI've found helpful when naming a brand:1. Keep it simple: A short and sweet name is ofteneasier to remember and pronounce. Think of brands like Nike, Apple, or Google all of their names are easy to say and spell.2. Consider your audience: Who are you trying to reach with your brand? If you're targeting a younger demographic, you might want to choose a name that's more playful or trendy. If you're targeting an older audience, a more traditional name might be a better fit.3. Think about the future: Your brand name should be able to stand the test of time. Avoid trendy names or references that might become outdated in a few years.4. Do your research: Make sure the name you chooseisn't already trademarked or being used by another company. You don't want to run into legal issues down the line.5. Get feedback: Once you've come up with a fewpotential names, get feedback from friends, family, and potential customers. You might be surprised by what theylike (or don't like).Overall, naming a brand is a creative and exciting process, but it's important to take the time to get it right. A great name can help your brand stand out in a crowded market and make a lasting impression on customers.中文：在命名品牌时，有很多因素需要考虑。
商标品牌的翻译
毕业论文题目：商标品牌的翻译Title: The Translation of Brand Names2009年5月20日AcknowledgementFirstly, I should give my sincere thanks to my teachers. With their guidance and help I had grown up day by day, they are the ones who taught me to be a decent and well-educated girl. I should say their lectures and courses were so great that I had benefited a lot from them. I am so proud of being their student and under their great care. I will make full use of what I had learnt in the college.Also I need to give my appreciation to my parents, who give me so much care and encouragement, without their constant support I would never do such a good job. I have to say: thank you so much to you both. I won‟t disappoint you; I will try to be the best all the time.At last, I should give my thanks to my supervisor. I could not finish this paper without her suggestions and guidance. Also thank her patience; it took her a long time to improve my paper. Thank you very much.AbstractWith the fast advancement of the internationalization, more and more Chinese products are largely exported to foreigners. Chinese companies have realized the significance of translating Chinese brand names. The translation of Chinese trademark names is a kind of cultural communication with special purposes. The translators should pay attention to some cultural taboos and choose appropriate methods to translate. It is generally acknowledged that brand name translation is not a simple thing. This paper supports that when a translator translates a Chinese trademark name, he not only tries his best to express the native connotation, but also keeps in his mind the adaptation to foreign culture. When we translate brand names there are things we can do to strive for perfection. A good product with a suitable name means half success, and its charm is infinite. In this way, translation of brand names will increase competitive edge of the commodities in the international market, and help gain large profit.Keywords:Chinese brand names; translating principles; translating techniques摘要伴随着国际化的高速发展，大量的国内产品开始出口进入国际市场。
论文：中文商标的英译
Abstract: Brand is a special kind of language phenomenon. It focuses on commodities' distinct characteristics, the commodities' culture and is the powerful weapon for an enterprise to participate in international competitions. Brand name translation is the process from decoding to coding and the process of re-creating. With the internationalization of brand name, their translation is of vital importance. With some examples analyzed, this essay focuses on the translation of Chinese brand names into English. It puts forward some ignorance and problems appeared during the course of translation then give my suggestions. In addition, it illustrates some brand name translation principles and methods to improve the translating level of Chinese brand names into English.Key words: translation, Chinesebrandnames, culture, principles, methods.摘要：商标是一种特殊的语言现象，它集中体现产品的区别性特征与产品所代表的文化，同时，也是一个企业参与国际竞争的有力武器。
英语论文 商标翻译方法及原则
英语论文商标翻译方法及原那么我国与世界各国的经贸往来日益活泼，越来越多的外国产品涌入国内市场，同时又有更多的国内产品打入世界市场。
商标是企业宣传和推销产品的利器，也是消费者认识或购置商品的向导，其作用已为越来越多的企业所重视。
因此研究商标的翻译方法，提高商标的翻译质量是极其重要的一环。
笔者结合商标的特征及自己对商标翻译的研究，从实际的角度出发，对商标翻译适用的方法进展了进一步探讨。
音译法即根据译入词的发音规律将愿意的文字拼写出来的翻译方法。
有相当一局部商标，尤其是专有名词和臆造词的商标往往是不具备任何语意的，而只是作为一个标识符号来用。
在这种情况下，翻译主要不在传递名称本身的语意信息，而是创造赏心悦目的美感，再现原文的音韵之美，或表达商标所蕴涵的异国情调。
要实现这一类翻译目的，用音译法当属一种较为恰当的选择。
例如：“Audi”(汽车)、“Hilton”(香烟)、“Coca-Cola”(饮料)分别译为“奥迪”、“希尔顿”和“可口可乐”;国内产品“茅台”(酒)、“康佳”(电器)、“上菱”(电梯)，那么分别译成“Mao Tai”、“Konk”、“Shang Ling”。
这些商标自身都不具备任何意义，意译不仅符合译入语的发音习惯，而且也符合作为商标应简洁明快的特征，不失为商标名称翻译的佳作。
意译法是从意义出发，将原文的大意表达出来。
用意译法有时会更加地表达商品的功能和品质。
如国产的“皇朝”葡萄酒、“永久”自行车、“太阳神”口服液;进口的“Blue Ribbon”啤酒、“Crow”汽车、“International”收音机等等。
对这类品牌的翻译假设仍用音译法的话，不仅会大大破坏原文的意境美，难以到达原文吸引消费者的效果，而且还有可能因字数过多导致不便记忆。
而使用意译那么能有效再现原文的意境，同时又能防止译文冗长的问题，是一种更为可行的翻译方法。
例如美国一种香烟商标“Good Companion ”，假设意译为“良友”，那么简洁并使人产生亲切感。
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中英文商标的命名与翻译中文摘要随着商品经济的高度发展和国际贸易的频繁往来，作为商品标志的商标的命名与翻译也就变得越来越重要和富于影响力。
在竞争激烈的市场上，商标即事业，商标关系到企业的形象、信誉、实力等一系列重要因素。
一个成功的商标译名对开拓国际市场、创造企业财富起着不可忽视的作用。
中英文商标作为一种文化现象，广泛地存在于社会生活中，对企业商品的宣传，推销，美化人们的生活，起着重要的作用，特别是，它如同一座桥梁，把东方与西方文化，企业，商品与消费者紧密相连。
本文从中西方文化差异的角度出发，通过对中英文商标实例的分析，概述商标词的来源、特征及其商标词翻译的原则，介绍了几种常用的商标翻译法，并就其中存在的一些问题进行了探讨。
关键词：商标；文化差异；翻译原则；翻译方法AbstractWith the highly developing of commodity economy and international trade, the translation of trademarks becomes increasingly important and influential in the economic life. In a competitive market, the trademark of a product is one of the key factors for a company to achieve success. It determines the image, credit and economic power of a company. A successful trademark plays a noticeable role in developing the international market and creating the enterprise wealth. As one kind of cultural phenomenon, Chinese and English trademarks, which widely exist in social life, plays an important role in the public awareness of the enterprise commodity, the sales promotion, beautifying people's life, and especially, it connects the eastern and the western culture, the enterprise, the commodity and the consumers closely. From the perspective of cultural differences, this article attempts to outline the word origin and the characteristic of trademarks as well as the translation principle, introduce several kinds of trademark translation methods, and meanwhile discusses the phenomenon of cultural error in trademark translation.Key words: trademark; cultural difference; translation principle; translation method一、中英文商标的命名商标作为企业商品的一个重要组成部分，代表商品的符号，并随着商品交流的扩大而声名远扬。
商标也是人类创造的一种语言符号，具有特定的标志意义，还有丰富深刻的象征性。
[1]许多国际著名的商标已经成为企业的无形资产和巨大财富。
一个好的商标，如Coca-cola(可口可乐商标)能够为企业创造上亿元的销售业绩，而一个译名很差的商标，即使它所代表的产品质量优良，也可能使企业的销售滑坡。
因此，产品想要参与国际竞争，除了要保证质量外，还要拥有世界通行性的商标来宣传产品。
[2]商标总是与企业创始人、产地相关联。
不同地域赋予商品不同的文化内涵。
结合商品命名理解商标词的来源，是正确翻译商标词的前提条件。
[3]（一）、来源1、人名商标词许多商标是人名商标词，如：Ford（福特）、Benz（奔驰）、Sassoon（沙宣）、LI-NING （李宁）、YUE-SAI（羽西）、Chanel（夏奈儿）等。
有时商标也选用神话传说中的人物或神灵名称，或文学、影视作品中的人名，如Nike(耐克)是希腊神话中胜利女神名，Angel（安吉尔）是保护神名。
2、地名商标词如Cashmere（开司米毛线）是由产地Cashmere而得名；Nokia（诺基亚）是芬兰北部的一小镇名，最初的诺基亚公司建于此地；Longines(浪琴)是瑞士圣依梅尔附近的一小村庄，弗兰西龙和大卫在此创建了手表制造厂。
诸如此类的还有：Champagne（香槟酒）由法国香槟酒产地而得名；青岛啤酒（Qingdao）；上海羊毛衫（Shanghai）等。
3、外来词商标词如：LUX（力士香皂）取自拉丁语，意为“日光”。
该商标词会使人立刻联想到“日光浴与健康肤色”。
再如洗发剂Shampoo（香波）源自印地语Champo，意为“按摩、推拿”。
该词专指洗发，指示洗发的正确方法：用手轻轻搓揉，同时对头发进行按摩。
SONY源自拉丁文Sonus，意为“声音”。
4、臆造商标词商标设计人根据一定的意图，借助某种构成法或完全按照其主观臆想，凭空杜撰一些新词也是一种常见的商标命名方式，如Kodak（柯达），让人联想到按下快门的一瞬，具有动感的声音；Haier（海尔）与higher谐音，意为更高更好的；Supor（苏泊尔）与super谐音，意为极好的。
（二）、命名的原则1、可记性原则创立品牌的一个必要条件是要使消费者对品牌有一个较高的认知度，为了达到这个目的，商标应该从本质上是便于记忆的，这样可以促进消费者对商标的回忆。
在命名时人们常注意以下要点：（1）精短，名称越精短越容易记住。
如海尔、长虹、SONY、IBM等品牌，人们一看便会过目不忘。
（2）上口，即有较强的语感。
商标必须容易发音、朗朗上口，读起来语感好，读音响亮，避免使用难发音或音韵不好的字。
（3）新颖，即具有独特性、创造性。
商标要有时代感，体现创新精神，它会强调品牌个性，扩大差异感，从而达到过目不忘的效果。
2、意义性原则是指商标本身具有含义，而这种含义可以直接或间接地传递商品的某些信息，如关于它的优点，性能及其使用它的好处。
这种商标或者可以提示产品，或者可以吸收顾客。
如Tide汰渍洗衣粉传递该商品去除污渍的功效。
3、联想性原则赋予商标以其所代表的产品功能的某种寓言，或明示，或暗喻，启发人们丰富的想象力，使商标与产品功能在意念上有所联系，启发联想，对品牌营销和占领市场有很大的帮助。
如“娃哈哈”饮料寓意孩子们喝了笑哈哈；雀巢奶粉有“舒适”和“依偎”的寓意，如小鸟一般在鸟窝里受到良好照顾。
4、适应市场环境原则不同国家或地区消费者因民间文化，宗教信仰，风俗习惯，语言文字等的差异，使得消费者对同一品牌名称的认知和联想是截然不同的。
因此商标命名要适应目标市场的文化价值观念，以免商标在消费者中产生误解。
5、个性原则商标贵在有个性，只有不与其他品牌名称相混淆，才有利于发挥商标独到的魅力，给消费者以鲜明的印象和感受，经久难忘。
突出个性和独到风格的方式很多，有采用人名或肖像作为商标的，有以产品特征命名的，有以消费情结命名的，也可以运用数字的巧妙组合命名等。
如6、合法性原则商标受到法律保护是最关键的。
商标的命名与翻译首先要注意该商标名称是否在允许注册的范围内，其次，要考虑该名称是否有侵权行为,若是已有相同或近似的商标被注册，且存在冲突，则必须重新命名。
二、商标词的翻译特征商标名称是凝聚命名者旨趣的广告语，其根本目的在于：诱人注意，引起兴趣，刺激欲望，令人行动，它必须明确、清楚和一目了然，便于记忆。
因而商标词的好坏给消费者的心理刺激是完全不同的，如Weichuan味全（食品商标，喻五味俱全）。
商标词还应具备一定思想性和内涵，具有象征意义，易使人产生联想，更能激起人们的兴趣，加深人们对商品的印象，最大限度地满足潜在消费者的兴趣和欲望，如Nike耐克运动系列产品（英文含义为希腊神话中胜利女神，象征着胜利）。
另外，商标词还应简洁独特，使人们在不断的重复中，强化记忆，例如GM汽车，TCL王牌彩电，7－UP七喜饮料等。
最后，商标的形象生动性，也同样不可忽视，例如Kiss Me奇士美口红，Pentium奔腾电脑。
在国际贸易不断增长的今天，商标也日益具有国际性。
商标所代表的是产品乃至整个企业的形象。
因此，在竞争激烈的国际市场上，商标词的翻译倍受瞩目。
但是,由于各个国家所处地理位置、风俗文化、宗教信仰、消费观念的不同, 中英文互译须涉及到文化的差异，因而翻译中的对等也仅仅是相对的对等性。
从一种语言到另一种语言的翻译既要保留原文的精华，又要符合消费者的商标心理。
一个成功的译名的标志应该是能吸引目标语消费者,激发美好的想象与购买欲望,品牌名翻译应同原文一样,对译名接受者产生相等或接近相等的宣传效果。
[7]商品要出口到国外，要让外国顾客喜欢，首先就要让外国顾客乐于接受该商品的信息，即符合大众的审美心理，译文商标词应尽量兼顾外国消费者的文化习惯和审美心理,商标词的翻译也应尽可能地发挥想象力和创造力,挖掘出商品与外国文化上的共同的特征,尽可能地向外国文化贴近以求得他人的共识。
[4]因此，商标词除了能够反应商品属性之外，它本身就是一种重要的社会文化。
三、中文商标英译中存在的问题在漫长的人类历史发展过程中各民族逐渐形成了自己独特的民族风情和文化传统。
同一个事物在不同的地区和国家会有不同的文化习惯。
由于中、英文化形态、风俗习惯及认知模式的巨大差异,跨文化语用失误时有发生,成为中国产品打入国际市场的一大障碍。
[8]以下以中文商标英译中存在的问题为例来说明重视商标翻译的意义。
（一）、译名不符合英语文化中国的商标出口到国外时，却往往忽略了文化冲突的存在，以至使译名在国外不受欢迎从而影响到产品的销售。
上海白翎钢笔物美价廉，但打入国际市场后，在英美国家却无人问津。
原因是它的英语商标被直译成White Feather，而在英美文化力White Feather具有软弱、胆怯的内涵。