文化差异中的商标翻译

1、文化差异中的商标翻译【keyrds】brands;ulturedifferenes;translatin;skills【摘要】商标是商品和商业效劳的标记它是指商品消费者、经营者、效劳提供者为了使自己消费、销售的商品或提供的效劳,在市场上与其他商品或效劳相区别而使用的一种标记。这种标记一般用文字、图形或用文字和图形的组合表示,并置于商品或商品包装上、效劳场所或效劳说明书上.商标名称的好坏具有战略性的重要作用，甚至会决定产品的存亡。一个好的品牌名称在产品的营销过程中可以节省大量资金，同时为企业赢得更多的利润,因为它能表达特定的含意或者展现产品的特色，使产品区别于竞争对手.商标不同于其他标志,它与商

2、品和商业效劳严密相联,是用在商品消费经营和商业效劳领域内的特定标记。通过商标可以区别不同商品消费者、经营者或商业效劳提供者的商品或效劳.可以理解产品或效劳的性质和特点.好的商标是具有信誉度的,具有为商品做广告宣传的作用,正因为如此,好的商标又可以刺激消费,进步商品的市场占有率.伴随着经济的全球化和中国参加根本认识的根底之上,重点说明了商标翻译中常出现的文化差异现象,及无视文化差异的商标失译例子.并就此,拟出一些防止文化冲突的商标翻译方法,包括最常用的音译法,意译法,音意兼译法和一些个人的独到的方法-效果翻译法,性质翻译法,似等翻译法及联想求雅翻译法.同时,简要地归纳一些商标翻译中应遵循的规那么

3、.从而为得到更好地商标翻译而效劳.【关键词】商标；文化差异；翻译；技巧1.intrdutin:thesignifianefbrands1.1definitinfbrandsfirstfall,brandisaarkhihislselynernedithaertainprdutrservie.brand,beingdifferentfrarts,isusedasaspeialarkinthefieldfthesupplyingandperatingfprdutsrservies,.send,brandhastheharaterfdistinguishingneprdutrserviefranth

4、erandisdifferentfrasignhihshsthequantityandqualityftheprdutrservie.third,brandhasapartiularfeature:itiseasytbereadrunderstdbyreadingtherd,sign,sybl,designrthebinatinfthe.1p1161.2funtinsfbrands2p59asthedevelpentfeny,brandaybeakindfenisyblrethanaarkftheprdutrservie.bandplaysaniprtantrleinthetrading,an

5、ditssignifianeisrealizedbyanypanies.brandshavefivefuntinsasflls:sinebrandsarethearksfprdutsrservies,herrds,brandsanrefletthetraitsfprdutsrservies.stbrands,natterpitrialrrdbrands,prvideinfratinnerningprdutsrservies,suhastheplaefprdutin,theaterialusedfrtheprdut,thefuntinf

6、theprduts,thenaeftheprdueret.frexaple,“a-laisbasedntheprdutsriginalnstituentsextratedfr“laleavesandfrthe“lanut.“康泰克eansrestringthehealthfthepatient.“rlls-ryeindiatesthefundersfthisarpany,“harlesrllsand“henryrye.brandhasaredit.aseallkn,hennsuersfirstbuyaprdutrenjyaservie,theyusuallyakeareditarhiveint

7、heirindsfriteithernsiuslyrunnsiusly.sinebrandsstandfrthenaesfprdutsrservies,hihandistinguishprdutsrserviesfrnekindtanther,nsuersareeasiertreeberthebrandsthantreebertheprduts.thennsuersalaystransferthereditfprdutsrserviesttheirnaesbrands.therefrebrandsatuallygetthereditshiharennetediththequantityandq

8、ualityfprdutsrservies.,iseledbysprtsfans.2.ulturaldifferenestheeasternersandtheesternliveinindifferentpartsftheearth.thatakestheunavidablethavethedifferentaterialnditins,thinkingpatternsandatins.therefre,thehineseandtheesternershavedifferentultures,aysflife,traditinalhabits,histrialstriesandplitiala

9、ndenialsystesandsn.frlanguageisatltdesribeallfthese,hineseandenglishspeakershavedifferenesinaysfexpressinandlinguistiultures.thesaeistrueiththehinesebrandsandenglishnes,then,itisneessarytpayattentinttheulturaldifferenes.therise,anyflishnessesandunneessarytrublesayeasduepunishents.thefllingareseainex

10、aplesfulturenflitsinbrandtranslatins.2.1differenesinliteraleaningquiteften,eayfindthatsehineserdsithbestishesarebeyndtheprehensinftheenglishpeple,rhavejusttheppsiteeaninginenglish,andvieversa.frexaple,nekindfexprtinglipstikhihisadeinhina,isnaed“芳芳“fangfang.inhina,thisisagdnaehihgivespepleanieipressi

11、n.therd“芳,areusuallyusedtdesribetheflershiharebeautifulandharing,andthegirlshareprettyandelegant.hinesehaveanytherphrasesntainingtherd“芳,suhas“芳容gd-lking,“芳芳(beauty,fragrant),“芳香(gd-sell)andsn.henitistranslatedintenglishjustardingtthehinesepinyin,itis“fangfang.hever,insteadfprettyandbeautifulipressi

12、n,afeelingfhrrrraisesupintheenglishreadersinds.beauseitisainidenethatthepinyin“fangjustisanenglishrd“fang,hseenglisheaningareasfll:lngsharptth,espfdgsandlves,长而尖的牙尤其指狗和狼的snakestthithitinjetspisn(蛇的毒牙).3p524then,itiseasytiagethathentheenglishspeakersreadthisrd,adgrlfiththelngsharpteeth,rasnakeayeutin

13、steadfaprettygirlhjustusesthislipstik.4p80andnereexaple.“蓝天“langtianistranslatedint“blueskyand“blueheaven.inhinese,theblueskyandthehiteludsarethesyblsfhappinessandelegane.butinenglishblueskyisardhseeaningare:useless,ithlessvalue,nsteadyandaninvalidnegtiableseurities.suppsingthatyuareansuer,anyubuyth

14、is“uselessdity?besides,antherrd“blueheavenisanaefnekindfnartis,ithablueapsule,andhasexistedintheesternuntriesfralngtiebefretheingf“蓝天.then,hentheesternersreadthenaefblueheaven,theystlytakeitasthenartis.s,dtheydaretbuyit?5p952.2differenesinnntatindifferentlandsandulturesbeteeneastandestakespeplehaved

15、ifferentthinkingpatterns.frinstane,nekindfperfuedsapfrbathisnaed“蜜蜂(“ifengand“蝙蝠(“bianfupinyin)isasyblflukandhappiness.itisppulariththehinesepeple,fr“蝠(“fu)and“福(happiness)arehnyyinhinese.“蝙蝠isagdbrandfrtheprdutsuhasglasses.hever,thingsaredifferentinenglish.thenhatuldenglishspeakersthink?theythinkth

16、atthe“batglassesiththisthught?6p96hereisnereexaple.thehinesepepletaketheagpieasalukybirdhihbringspeplegdnes,asasayingges:ifthereisaagpiestandinginthetipandsinging,agdnesille.inhina,every7thjulyinthelunaralendar,hentheherd-byandtheeaving-girlaresuppsedteet,theagpiesuldgatherasabridgethelpthe.furse,in

17、hinese,“喜鹊2.3differenesinusagesserds,hihriginatedinhinese，arefrequentlyspkenandrittenbytheenglishpeple,hever,theyareseldusedintheirliteraleaning.then,eshuldalsbearefulabuttheinabrandtranslatin,relse,ituldleadtajke.frinstane,nekindfexprtingbatteryisnaed“白象“baixiang.itistranslatedintenglishdiretlyas“h

18、iteelephant.itaybeanexatlyrighttranslatin.but,inenglish,“ahiteelephantisausage,eaningaburdensepssessin(沉重的负担)anduselessthings.(无用而负担的东西).see,hillbesflishtspendtheneynaburdensepssessinrauselessrubbish?8p80nereexapletillustratethispint.“白翎(“bailig),nekindfpenadeinshanghaihina,istranslatedintenglishas“

19、hitefeatherdiretly.asaresult,itfailsttakeinthearketversea.hatisthereasn？inenglish,thereisanidi“tshthehitefeatherhseeaningisthatdesertingntheevefabattle.thatistsay,ahitefeatherhasthenntatin“aard.assuingthathenseneseesapeninyursuitpketrinyurhand,hatuldtheythinkfyu?hatuldyufeelhenyurealizethattheythink

20、yuareaard?9p563.skillsttranslatebrandsintheperspetivefrss-ulturaluniatin.nthattherearesedifferenesbeteenhineseandenglish,eshuldpayattentinttheandntietheulturenflitsbeteenthesetlanguages.eshuldbeulture-nsiusandtrytredueravidakingistakesinrss-ulturaluniatin.thefllingdisussesseskillsftranslatingbrandsi

21、narss-ulturaluniatinperspetive.3.1nskillshenitestbrandtranslatin,thenskillsaretransliteratin,seantitranslatinandtrans-seantitranslatin.hihisaplantgringinsuthaeria,andlaastranslatedint古拉hihisantherkindfplantgringinafria.n,itistranslatedint可口可乐,hihakesthensuersfeelseetandhappy.siilarexaplesare“pepsi-l

22、a(百事可乐)and“latv(乐口福).therexaplesare:thefausjapaneseeletrniprdutbrand“nkia(诺基亚)，thelargestfastfdbrand“dnalds(麦当劳)，andthesuitbrand“pierreardin(皮尔卡丹)andsn.seantitranslatinistheaybyhihthebrandistranslatedardingttheeaningfthesurelanguage.thepurpsefsuhanapprahisttransferthesurelanguagesaineaningandakethen

23、suersfthetargetlanguageunderstanditreeasier.nubersfbrandsaretranslatedbythisay.frinstane,ahineseeletrniprdutbrand“熊猫isrenderedintenglish“panda;theppulararbrand“rninthinesenae“皇冠andthehinesebiylebrand“永久intenglishnae“freverandsn.istranslatedint“回力.ithasasiilarprnuniatintenglishrd“arrirand,inhinese,al

24、shasaeanfhavingalargepertdanything.10p50andnereexaple,thethreeharaters“芬格欣indiatenthing,butanghih,“芬and“欣illarusepersnsbenefiialassiatintfeelthatitillbringpeplebakthealthaftertakingthiskindfediine,.antherskin-prtetinreaing“tbadyistranslatedinthinese“丹芭碧hihhasnthingtdiththeprpertyfdity,but“丹and“碧illg

25、ivepepleabeautifulenjyent,arusingtheirassiatinithskinandappearane.besides,therearesetherreativeskillsttranslatethebrands.infat,translatrshavererlesseplyedtheseskills.aprbleisthattheysetiesdntrealizeit.3.2effetivenesstranslatineffetivenesstranslatin,justasitsnaeshs,isaaythatthebrandistranslatedbythee

26、ffetivenesshihthensuersaygetrishtgetfrthisprdut.frexaple,nekindfshapisnaed“headshulder.justasitsadvertiseentsays,ithastheeffetfsthingthehair.byusingit,yuayhaveaheadfulfsilkyhairflyingintheair,blakandblight.thus,itistranslatedinthinese“海飞丝.“rejieisantherbrandfshap.frtherd“rejie,eanknitseaningishappy.

27、ifitistranslatedbytheskillfseantitranslatin,theresultisntasgdas.translatingitinthinese“飘柔.byreadingthisnae,itiseasytknthatthedityisnekindfshap,hihhastheeffetivenessfakinghairsftandsth,hihnfrstthethinkingfhinesepepleabutthehairbeautifulandhealthyhairshuldbesftandsthfrever,.nereinstane.nekindfsap,itse

28、nglishnaeis“safeguard.ardingttherd“safeguard,itisntdiffiulttknitisaleaner,hsedutyistkeeppeplelean.thatistsay,ifyuuseit,thereisnvirusithyu.hatsre,yuaygetabestfeelingfkeepingleanfrever.thus,inthisay,thereisnnaebetterthan“舒适佳.11p793.3haratertranslatinduetthefatthatbrandsarethesyblsfprdutsrserviesandref

29、lettheharatersfprdutsrservies,peplejustpikuptherdshihandesribetheharatersfprdutsrserviesdiretlyinthetargetlanguagettranslatethebrands,“benzhasbeeninatpfralngtieinthefieldfarsithaspeialandsuperirqualityfast,hihishatallthedriversant.“奔驰isagdtranslatint“benz.henpeplereadit,afastrunninghrseayeuptyu.sthe

30、nae“奔驰ayjusttellyu:“lk!thisisbenz!.12p79letsetantherbrand“nike.“nikeisabrandfraseriesfsprtsprduts,beingfausinaeriaandevenallvertherld.itisalsthenaefgddessfsuessinthegreekythlgy,syblizingsuess.hileetranslateitinthinesenae“耐克,itipliesthatthisseriesfsprtsprdutshasthetraitfgdqualityandaredurable.ifyuear

31、theyuightgettheblessfgddessfsuessanduldgetsuessinthefuture.3.4apprxiatintranslatinbeauseftheexistenefulturaldifferenesineastandest,thereisaphenennthatserdsinsurelanguagehavetheeffettgivetheinfratinfprduts,butinthetargetlanguage,theyhavent.theninrdertpassvertheinfratinfbrandsandprdutsbetter,epikupthe

32、rdshavingtheequalrapprxiateeffetinthetargetlanguageintranslatingbrands.thisisalledapprxiatintranslatin.“玉兔isafdbrandinshanghaihina.ifetranslateitintenglishdiretly,itaybe“jadeharer“jaderabbit.butinfat,etranslateitint“nrabbitr“nhare.beause“玉兔(“yutu)isarabbitinhineseflkstryhihlivesnthenasanangelrabbit.

33、thatistherd“玉eans.thus“玉兔beesthesyblfrthen.henitistranslatedintenglishnae“nhare,therd“ngivestheipliedeaning,ratherthantherd“jade,hihisisleading:hatase,hanitbeeaten?13p119itsaarind,theestind,fullfbirdsriesineverheartheestindbuttearsinyeyesfritesfrtheestlands,theldbrnhillsinthis

34、pe,authrspeakshighlyftheestindandtakesitasthehpeandstrength.nevertheless,inhinese,estindisnsideredasthedrearyanddeslatesuhasthehinesepes:?忆秦娥?“咸阳古道音尘绝，音尘绝，西风残照，汉家陵阕。and?天净沙秋思?“古道西风瘦马，夕阳西下，断肠人在天涯。thus,theenglishestindhasthesaeipliatinasthehineseeastind“东风andtheenglisheastindissiilarthinese“西风.thatshy

35、eshuldtranslatethearbrand“东风intenglishestindratherthaneastind.14p1023.5eleganetranslatineleganetranslatinisatranslatinskillinhih,realizingthathuanbeingstendtpursuesethinggd,thetranslatrsinglesutrdsithfinenntatinsinthetargetlanguagetnveytheessagefthesuretext,sthatitbringsgdassiatinstthetargetreadersa

36、ndreateseleganteffet.nekindffealesetis,naedavnistranslatedinthinese雅芳.雅(ya)eanselegantand芳(fang)eansasbeautifulasafler.thenhenpeplereadtherds“雅芳，theyaygetanassiatinithanelegantandprettygirlsuhaneffetfhavinghiteandbeautifulshinishatthisprdutanbring.15p80antherlthesbrand“gldlin,isnttranslatedinthinesediretly金狮.beause,inhinese,狮(lin)hasthesiilarprnuniatint失lse.ifitistranslatesint“金狮，itbeesthehinese金失hiheanstlsetheney.then,nbdyuldaeptit.henitistranslatedinthinese金利来,iteanstheingfbthgdlukandney.furse,itisppular.16p2073.6translatingflexiblyusingtheskillsfseantitranslatinandharatertranslatin.ne