商标语的翻译
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资料包括： 论文(19页4794字)
说明：
摘 要：商标名的翻译是一种跨文化交际形式，不管是中文商标的英译还是英文商标的汉译，都会涉及到语言规律、文化心理、审美情趣等方面的因素。商标翻译者在遵循翻译原则的同时，也要注意一些商标翻译的文化禁区，并且选择适当的方法来进行翻译。当然，商标的翻译绝不是简单的问题。
有时好的译名也有自然天成的味道，所以在翻译商标时我们大有文章可做，可以精益求精。一种好的商品，加上一个动听上口的名字，无异于锦上添花，魅力无穷。
关键词：商标翻译；原则；方法；文化禁区；
Abstract
Translation of brand names is a form of intercultural communication. However we translate the Chinese brand names into English ones or translate the English brand names into Chinese ones, language laws, cultural psychology, aesthetic interest and some other factors will be involved. The translators should also pay attention to some cultural taboos and choose appropriate method to translate. Of course, brand name translation is not a simple thing.
Sometimes the good translated name likes the inherent one, when we translate brand name there is something we can do to strive for perfection. One good kind of commodity adding on a good name is not different with improving on perfection, and its charm is infinite.
Key Words
Translation of brand names; principles; methods; cultural taboos;
Introduction
The human society has entered the 21st century. The international trade is developing fast. The national boundary concept desalinates gradually, when the scale of the commercial cooperation and the commodity import and export expand unceasingly. Import and export product in foreign land whether can develop the market and seize the market successfully; the brand name translation is playing the pivotal role, besides medium advertisement. The commodity brand name is similar to human''s name. The translated brand name is the second name of commodity in other country, its importance is self-evident.
目录：
Abstract……………………………………………….………………………..……Ⅰ
Key Words…………………………………………….…………..…………………Ⅰ
摘要……………………………………………….…………………….……..…….Ⅱ
关键词….……………………………………………………..II
Introduction.1
Ⅰ. The Principles of Brand Name Translation………………….……….…2
A. Advertising Nature of Brand Name Translation……………………………2
B. Inductive Principle of Brand Name Translation………..………2
C. Aesthetic Principle of Brand Name Translation……………….……………….3
D. Equivalence Principle of Brand Name Translation…………….…..…………4
E. Observing the International Standard………………………………………4
F. Observing Our Country''s Relevant Law………………….………..…….……..5
Ⅱ. The Methods of Brand Name Translation………….……………….…….………6
A. The Method of Chinese Pinyin………………………………..………………6
B. The Method of Paraphrase…………………………………….………………7
C. The Method of Transliteration…………………………………………………7
D. The Method of Word-Building………….…………………………………….8
1. The Method of Piecing Together and Adding Affix……………………….8
2. The Method of Misspelling……………………….….…………………8
3. The Method of Compounding Words……………………………………..9
4. The Method of Using the Corresponding English Words…….….…………9
Ⅲ. The Cultural Taboos of Brand Name Translation…………………….………9
Ⅳ. The Problems in Brand Name Translation………………….…….……………11
Conclusion….13
Acknowledgements14
Bibliography………………………………………..……………………………15
参考文献：
Claire Kramsch. Language and Culture.上海外语教育出版社, 2000.
Newmark, Peter. A Textbook of Translation. Hemel Hempstead: Prentice Hall, 1998.
Nida. E.A. Language，Culture and Translating. Inner Mongolia: Inner Mongolia University Press, 1998.
Nida, Eugene. The Theory and Practice of Translation. Leiden: F.J.Brill, 1969.
Nord, Christiane. Translating as a Purposeful Activity: Functionalist Approaches Explained. Shanghai: Shanghai Foreign Language Education Press, 2001.
Vermeer, Hans. A Framework for a General Theory of translation. Shanghai: Shanghai Foreign Language Education Press, 2001.
陈宏薇. 汉英翻译基础[M]. 上海：上海外语教育出版, 2000.
陈新. 英汉文体翻译教程[M]. 北京：北京大学出版社, 1999.
邓炎昌, 刘润清. Language and Culture. 北京：中国对外翻译出版公司,2001.
郭建中. 文化与翻译[M]. 北京：外语教学与研究出版社, 2003.
贾玉新. 跨文化交际学[M]. 上海：上海外语教育出版社, 1997.
李运兴. 语篇翻译引论[M]. 北京：中国对外翻译出版公司，2001.
梁晓东. 民族心理差异与商标翻译[J]. 上海：上海科技翻译, 1997，(3).
王福祥, 吴汉樱.文化与Principles of Translating Brand Names and Cultural Taboos in Translating Brand Names. Bin Cao Central China Normal University.
[15] 朱亚军. 商标词的翻译原则与策略[J]. 外语研究, 2003, (28).
作者点评：
商标语的翻译
To sum up, a simple trade mark not only relates initially to the sale of products, but also reflects the quality and style of the country. The advertising message today is addressed to a vaster, more satisfied public, and it plays a fundamental and unequalled role in the altering of customs and habits, the spreading and fixing of cultural and esthetic clichés. It is also the translator’s duty to translate refraining from falling into the culture trap and promote a good international image.
So the brand name translation is a difficult and important job. On the basis of understanding of product’s natural capacity, translator must see the change of products on market clearly and try to figure out the feature of consumer’s mentality. He should apply the pragmatics, sociolinguistics, folklore, aesthetics and the study of cultural language, selling, consumer’s mentality, advertisement and intercultural communication exactly. He also should adhere to the principles of translation as advertising nature, inductive, aesthetic and equivalence, and understand the differences between different cultures. The translator ought to choose appropriate methods to suit different conditions and in order to embody the information and functions which the original language brand name bears. Thus it can help the national products enter the target country market successfully.
资料包括： 论文(19页4794字)
说明：
摘 要：商标名的翻译是一种跨文化交际形式，不管是中文商标的英译还是英文商标的汉译，都会涉及到语言规律、文化心理、审美情趣等方面的因素。商标翻译者在遵循翻译原则的同时，也要注意一些商标翻译的文化禁区，并且选择适当的方法来进行翻译。当然，商标的翻译绝不是简单的问题。
有时好的译名也有自然天成的味道，所以在翻译商标时我们大有文章可做，可以精益求精。一种好的商品，加上一个动听上口的名字，无异于锦上添花，魅力无穷。
关键词：商标翻译；原则；方法；文化禁区；
Abstract
Translation of brand names is a form of intercultural communication. However we translate the Chinese brand names into English ones or translate the English brand names into Chinese ones, language laws, cultural psychology, aesthetic interest and some other factors will be involved. The translators should also pay attention to some cultural taboos and choose appropriate method to translate. Of course, brand name translation is not a simple thing.
Sometimes the good translated name likes the inherent one, when we translate brand name there is something we can do to strive for perfection. One good kind of commodity adding on a good name is not different with improving on perfection, and its charm is infinite.
Key Words
Translation of brand names; principles; methods; cultural taboos;
Introduction
The human society has entered the 21st century. The international trade is developing fast. The national boundary concept desalinates gradually, when the scale of the commercial cooperation and the commodity import and export expand unceasingly. Import and export product in foreign land whether can develop the market and seize the market successfully; the brand name translation is playing the pivotal role, besides medium advertisement. The commodity brand name is similar to human''s name. The translated brand name is the second name of commodity in other country, its importance is self-evident.
目录：
Abstract……………………………………………….………………………..……Ⅰ
Key Words…………………………………………….…………..…………………Ⅰ
摘要……………………………………………….…………………….……..…….Ⅱ
关键词….……………………………………………………..II
Introduction.1
Ⅰ. The Principles of Brand Name Translation………………….……….…2
A. Advertising Nature of Brand Name Translation……………………………2
B. Inductive Principle of Brand Name Translation………..………2
C. Aesthetic Principle of Brand Name Translation……………….……………….3
D. Equivalence Principle of Brand Name Translation…………….…..…………4
E. Observing the International Standard………………………………………4
F. Observing Our Country''s Relevant Law………………….………..…….……..5
Ⅱ. The Methods of Brand Name Translation………….……………….…….………6
A. The Method of Chinese Pinyin………………………………..………………6
B. The Method of Paraphrase…………………………………….………………7
C. The Method of Transliteration…………………………………………………7
D. The Method of Word-Building………….…………………………………….8
1. The Method of Piecing Together and Adding Affix……………………….8
2. The Method of Misspelling……………………….….…………………8
3. The Method of Compounding Words……………………………………..9
4. The Method of Using the Corresponding English Words…….….…………9
Ⅲ. The Cultural Taboos of Brand Name Translation…………………….………9
Ⅳ. The Problems in Brand Name Translation………………….…….……………11
Conclusion….13
Acknowledgements14
Bibliography………………………………………..……………………………15
参考文献：
Claire Kramsch. Language and Culture.上海外语教育出版社, 2000.
Newmark, Peter. A Textbook of Translation. Hemel Hempstead: Prentice Hall, 1998.
Nida. E.A. Language，Culture and Translating. Inner Mongolia: Inner Mongolia University Press, 1998.
Nida, Eugene. The Theory and Practice of Translation. Leiden: F.J.Brill, 1969.
Nord, Christiane. Translating as a Purposeful Activity: Functionalist Approaches Explained. Shanghai: Shanghai Foreign Language Education Press, 2001.
Vermeer, Hans. A Framework for a General Theory of translation. Shanghai: Shanghai Foreign Language Education Press, 2001.
陈宏薇. 汉英翻译基础[M]. 上海：上海外语教育出版, 2000.
陈新. 英汉文体翻译教程[M]. 北京：北京大学出版社, 1999.
邓炎昌, 刘润清. Language and Culture. 北京：中国对外翻译出版公司,2001.
郭建中. 文化与翻译[M]. 北京：外语教学与研究出版社, 2003.
贾玉新. 跨文化交际学[M]. 上海：上海外语教育出版社, 1997.
李运兴. 语篇翻译引论[M]. 北京：中国对外翻译出版公司，2001.
梁晓东. 民族心理差异与商标翻译[J]. 上海：上海科技翻译, 1997，(3).
王福祥, 吴汉樱.文化与Principles of Translating Brand Names and Cultural Taboos in Translating Brand Names. Bin Cao Central China Normal University.
[15] 朱亚军. 商标词的翻译原则与策略[J]. 外语研究, 2003, (28).
作者点评：
商标语的翻译
To sum up, a simple trade mark not only relates initially to the sale of products, but also reflects the quality and style of the country. The advertising message today is addressed to a vaster, more satisfied public, and it plays a fundamental and unequalled role in the altering of customs and habits, the spreading and fixing of cultural and esthetic clichés. It is also the translator’s duty to translate refraining from falling into the culture trap and promote a good international image.
So the brand name translation is a difficult and important job. On the basis of understanding of product’s natural capacity, translator must see the change of products on market clearly and try to figure out the feature of consumer’s mentality. He should apply the pragmatics, sociolinguistics, folklore, aesthetics and the study of cultural language, selling, consumer’s mentality, advertisement and intercultural communication exactly. He also should adhere to the principles of translation as advertising nature, inductive, aesthetic and equivalence, and understand the differences between different cultures. The translator ought to choose appropriate methods to suit different conditions and in order to embody the information and functions which the original language brand name bears. Thus it can help the national products enter the target country market successfully.