atouchonthetranslationoftrademark商标翻译技巧

1、精品好资料学习推荐A Touch On The Translation Of TrademarkAbstract: 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

2、 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

3、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

4、; transliteration; free translation; case; language and culture;1. introduction:Since Chinas 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 mark

5、eting 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.2.use of the trademark translation consideration of several factors2.1basic factors

6、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 shoul

7、d 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 reme

8、mber, 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

9、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 (

10、 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 trans

11、lation 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 attenti

12、on to the psychological time and space, especially emphasis on logic logic. Therefore, Chinas 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 purs

13、uit 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 c

14、ulture 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, accord

15、ing 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 struct

16、ure, reproduction in the form of content and style, to maximize both 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 translit

17、eration 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 Englis

18、h 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 o

19、r 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 re

20、quirement 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 ef

21、fect. 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

22、, 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 an

23、d 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 th

24、e 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 pro

25、per 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

26、 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 sat

27、isfy 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 tr

28、ademark 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 consu

29、mer 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, aesth

30、etic 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.

31、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)：28315 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 Tra

32、in Of Life1. 不久以前，我读了一本书。书中把人生比作一次旅行。2. 人生一世，就好比是一次搭车旅行，要经历无数次上车、下车; 时常有事故发生; 有时是意外惊喜，有时却是刻骨铭心的悲伤 3. 降生人世，我们就坐上了生命列车。我们以为我们最先见到的那两个人-我们的父母，会在人生旅途中一直陪伴着我们。 4. 很遗憾，事实并非如此。他们会在某个车站下车，留下我们，孤独无助。他们的爱、他们的情、他们不可替代的陪伴，再也无从寻找。 5. 尽管如此，还会有其他人上车。他们当中的一些人将对我们有着特殊的意义。 6. 他们之中有我们的兄弟姐妹, 有我们的亲朋好友。我们还将会体验千古不朽的爱情故事。7

33、. 坐同一班车的人当中，有的轻松旅行。8. 有的却带着深深的悲哀 还有的,在列车上四处奔忙，随时准备帮助有需要的人 9. 很多人下车后，其他旅客对他们的回忆历久弥新 但是，也有一些人，当他们离开座位时，却没有人察觉。10. 有时候，对你来说情深义重的旅伴却坐到了另一节车厢。你只得远离他，继续你的旅程。11. 当然，在旅途中，你也可以摇摇晃晃地穿过自己的车厢，去别的车厢找他 12. 可惜，你再也无法坐在他身旁，因为这个位置已经让别人给占了 .13. 没关系。旅途充满挑战、梦想、希望、离别 就是不能回头。因此，尽量使旅途愉快吧！14. 善待旅途上遇见的所有旅客，找出人们身上的闪光点。15. 永远记

34、住，在某一段旅程中，有人会犹豫彷徨，因为我们自己也会犹豫彷徨。16. 我们要理解他人，因为我们需要他人的理解。17. 生命之谜就是：我们在什么地方下车？坐在身旁的伴侣在什么地方下车？我们的朋友在什么地方下车？我们无从知晓 18. 我时常这样想：到我该下车的时候，我会留恋吗？我想我还是会的。和我的朋友分离，我会痛苦。让我的孩子孤独地前行，我会悲伤。 我执著地希望在我们大家都要到达的那个终点站，我们还会相聚 19. 我的孩子们上车时没有什么行李，如果我能在他们的行囊中留下美好的回忆，我会感到幸福。20. 我下车后，和我同行的旅客都还能记得我，想念我，我将感到快慰。21. 献给你, 我生命列车上的同

35、行者, 祝您旅途愉快!1. Not long ago, I read a book, in which a mans life was compared to a journey.2. The life of a man is just like a hitchhiking，during which many times we go up and down. Now and then things will happen accidently, some of which are to be unexpected excitement，while some heart-breaking sor

36、rows. 3. When first embraced the world，we are already on the train of life. We take it for granted that the first two persons, our parents, whom we are encountered with, will accompany us all the way.4. Sadly，things do not go on as we thought.Our parents will get off the train at a certain station，l

37、eaving us, bereft and helpless.Their love and emotion to us and their irreplaceable company can be found in nowhere.5. However，there will be somebody else who will get on the train. Some of them will have special meaning to us.6. Some of them may be our siblings , relatives and friends, and we will

38、also expereince the imperishable love.7. Some of our travelling companions are quite light-hearted on the way.8. While some may bear immense sorrow.Still some ,back and forth, are ready to hold out their hands for others who need help.9. Some people alight off the train, yet they are still kept in t

39、he mind of the other passengers for long;some, to the opposite, leave their seats without being noticed.10. Sometimes, the one,who is dear to your heart, has huddled into another carriage. Nothing but one you can do is just to keep on going, far away from him.11. Of course, during the journey, you may stagger to anoth