经贸翻译与实践-10-商标翻译教学课件

经贸翻译与实践-10商标翻译1、合法而稳定的权力在使用得当时很少遇到抵抗。——塞·约翰逊2、权力会使人渐渐失去温厚善良的美德。——伯克3、最大限度地行使权力总是令人反感；权力不易确定之处始终存在着危险。——塞·约翰逊4、权力会奴化一切。——塔西佗5、虽然权力是一头固执的熊，可是金子可以拉着它的鼻子走。——莎士比经贸翻译与实践-10商标翻译经贸翻译与实践-10商标翻译1、合法而稳定的权力在使用得当时很少遇到抵抗。——塞·约翰逊2、权力会使人渐渐失去温厚善良的美德。——伯克3、最大限度地行使权力总是令人反感；权力不易确定之处始终存在着危险。——塞·约翰逊4、权力会奴化一切。——塔西佗5、虽然权力是一头固执的熊，可是金子可以拉着它的鼻子走。——莎士比经贸翻译与实践第十讲：商标的翻译

俞利军I.TrademarksDefinition1.Itisthesignormarkonacommodityorthepackage.2.Itisusedtodistinguishagoodfromsimilarcommodities.3.Thecomponentsarecharacters,patternsorthecombinationofthetwo.

I.TrademarksOriginsofTrademarks1.Commonnouns1)Descriptiveofthefunction,rawmaterials,qualityofthecommodity2)Suggestiveofcommodityinformationbywayofsomesymbol

3)Irrelevanttothedistinctiveaspectsofthecommodity,butofferingafeelingorcreatinganatmosphereforcustomerstobuildupconnectionbetweenthetrademarkandthecommodity

I.TrademarksOriginsofTrademarks2.Propernouns:includingnamesofpersons,placesororganizationsEnglishtrademarksmoreoftenresorttonamesofpersons:Eg.Goodyear(aftertheinventorofrubbertire,CharlesGoodyear.

)

Chinesetrademarksmoreoftenresorttonamesofplaces:Eg.YangZi(扬子)refrigerators

I.TrademarksOriginsofTrademarks3.Inventedwords:helpingbrandnamestobedistinctiveandappealing.

Beingideographic,Chineseisallowedmuchlesspossibilityofcoinedwordsfortrademarks,butcreationworksaswellwhenbrandnamesaretranslatedintoEnglish.

Eg.Youngor(inventedonthebasisofyounger

)

I.TrademarksMotivationsofinventedtrademarks1)

Soundsymbolism

Eg.“Marlboro”,withthefirstvowel[a:]strongandsuggestiveoflargeappealstomencustomers;“Skitties

”,withtwo[i]inthenamegreatlyenhancingthesweets'beingsmallandcrisp,attractschildren.

“斯，诗，丽，莉，琪，碧…”arefrequentlyemployedintranslatingforeigntrademarksforwomen'sproduct.I.TrademarksMotivationsofinventedtrademarks2)

Rhetoricalfigures:recruitedtointensifytrademarks'beautyinsound

Eg.PifPaf(mosquitoliquid):

onomatopoeiaMaxam:palindrome(回文),enjoyingbrevityandstrongvisualimpact,andresultingsupermemorabilityandfavorablemeaningsimilartomaxim.

I.TrademarksMotivationsofinventedtrademarks3)Sexualdifference：SomesuffixesarederivedfromfemininesuffixesinLatin,French,etc.toshowfemalecharm,suchas-afromLatin，-elefromFrenchand-enne，-que，-ss,etc.

Eg.Clinque[i]：soundsymbol-que:femininesuffixI.TrademarksMotivationsofinventedtrademarks4)Humanpsychologyandgraphicfeatures

Atrademarkispreferablewhenitincludesanimpressiveimage.

Eg.RolexorTimex:withtheallomorph-ex，stirupresponsesinhumanbrainthattheproductisaccurateandsuperior.

I.TrademarksFeaturesoftrademarks1)differentialfeature

Expectedtocreatedissimilaritiesamongcommodities,trademark'sbeingbriefandoriginalishighlyemphasized.I.TrademarksFeaturesoftrademarks3)LegitimatefeatureWhendoingtranslationoftrademarks,bearinginmindthatnooneisentitled,whetherconsciouslyorunconsciously,tousethesametrademarkorimitatetheonethathasalreadybeengivenlegalprotection.

II.TrademarkTranslationSignificanceofTrademarkTranslationProductpublicityisanimportantmeansofinternationaleconomiccompetition.

Successfultranslationoftrademarkscouldyieldsignificanteconomicbenefits,whilepoortranslationmightnotonlycauseseriouseconomiclossestoamarketeroracountrybutalsodirectlyaffecttheirimages.

II.TrademarkTranslationTheGoalofTrademarkTranslationBrandnametranslationistocreatedesirablenamesforpublicizingtheirproducts,andatthesametimetheyshouldbeacceptedandappreciatedbytargetconsumers.

I.TrademarksFeaturesoftrademarks2)Culturalfeature

Well-meantandelegantwordsarefavoredforChinesetrademarksWesterntrademarksareallowedwordsinamuchwiderrange.WhentranslatingforeigntrademarksintoChinese,acceptanceoftheChineseconsumersneedtobeseriouslyconsidered.

II.TrademarkTranslation

ThePrinciplesofTrademarkTranslationIntrademarktranslation,

it’scrucialfor

receptors(customers)tounderstandandappreciatethetranslatedtext.

Trademarktranslationshouldalwaysconformtothehabitualuseoftargetlanguage,aswellasculturalandaestheticpsychologyofcustomersinthetargetmarket.

II.TrademarkTranslation

StrategiesofTrademarkTranslation

1.Trademarktranslationneedtobeculture-orientedTrademarksareculture-loadedwordsusedintheprocessofcommercialoperation,over-emphasisonfaithfulnessintrademarktranslationoftenresultsinawkwardnessorevencommunicationfailure.

Trademarktranslationisacross-culturalcommunication,whichinvolvesthestudyoflanguages,regionalcultures,consumers’mentalityandaestheticappreciation.

II.TrademarkTranslationStrategiesofTrademarkTranslation1.Trademarktranslationneedtobeculture-oriented

Eg.“narcissus”usedastrademarknameasthesymbolofhappinessinAsia.oftenrelatedwithnarcissism,narcissisticandself-loveinEngland

II.TrademarkTranslationStrategiesofTrademarkTranslation2.TrademarktranslationneedtoaddressdifferentthinkingmodelandsocialpsychologybetweentheChineseandtheEnglish,usingcommendatorytermsbasedonconsumerpsychologicalneeds.Eg.Giant(bicycle):捷安特

(TheChinesenamewellsatisfiesChinesepeople’spreferenceforwordsofgoodluck.)

II.TrademarkTranslationStrategiesofTrademarkTranslation3.Trademarktranslationneedtoresorttobriefphrasingandplainwording.

Eg.

报春花:SpringFlower(insteadofCallingSpringFlower)

红梅:PlumBlossom

(insteadofRedPlumBlossom)

II.TrademarkTranslationStrategiesofTrademarkTranslation4.Trademarktranslationneedtocorrectlyinformconsumersbypropermarketpositioning

.

Eg.

Coldrex:咳立治(insteadof“可立治”,whichimpliesnothingaboutthefunctionofthemedicine)

Milo:麦露

(insteadof“美禄

”,clearlyindicatingtheingredientsandspecialpropertiesoftheproductasabeverage

)

II.TrademarkTranslationStrategiesofTrademarkTranslation5.Trademarktranslationneedtoresorttobriefandimpressiveversionforvividanddistinctimage.

Eg.Greyhound:灰狗

(agrayswiftlyrunningdogasaloyalfriendofmankind,wellpresentingthereliableimageofthebuscorporation)II.TrademarkTranslationTechniquesofTrademarkTranslation1.LiteralTranslationWhenbothdenotativeandconnotativemeaningsofbrandnameswillnotleadtomisreadingWhentranslatingthosetrademarkswithbeautifulimplicationandpleasantimagesThefollowingtrademarksimplythespecialfeaturesoftheproductandperformafunctionofsalespromotion.II.TrademarkTranslationTechniquesofTrademarkTranslation1.LiteralTranslationEg.Miracle(perfume):奇迹(香水)

BlueRibbon(beer):蓝带(啤酒)

GoldenCup(金杯)钻石(手表):Diamond(watches)月季：ChineseRose梅花：PlumBlossom,II.TrademarkTranslationTechniquesofTrademarkTranslation2.TransliterationWhentacklingthetrademarksoriginatedfrompropernounsorinventedwordsWhenthebrandnamefeaturessimilarityinpronunciation,andthephonicaestheticfeeling,exotictasteandthegenuinenessareexpectedtobepreserveddesirably.II.TrademarkTranslationTechniquesofTrademarkTranslation2.TransliterationE-CEg.Hennessy(France-madewine):轩尼诗

Olympus(cameras):奥林巴斯(照相机)

Cartier(watches):卡蒂亚(手表)

II.TrademarkTranslation2.TransliterationTheinfluenceofCantoneseonE-Ctransliteration

HongKongistheplacewherecommoditiesareturnedover,thussometimestrademarksaretranslatedbyHongKongpeoplefirstandthenspreadtothemainlandviaGuangdong.Eg.MildSeven(cigarettes):万事发(香烟)Dunhill(men'sclothing):登喜路(男装)II.TrademarkTranslation2.TransliterationTheinfluenceofChineseonE-Ctransliteration

ManyChinesetrademarksconsistofjusttwocharacters,whileEnglishtrademarksvarygreatlyinlength,sometimeshavingasmanyasfivesyllables.

Eg.McDonald‘s:麦当劳(而不是“麦克唐纳德”).

II.TrademarkTranslation2.TransliterationC-E

Eg.香格里拉(酒店):

Shangri-la(hotel)

敦煌(茶具)：TunHuang(teasets)

II.TrademarkTranslationTechniquesofTrademarkTranslation2.TransliterationC-E

SometimesChinesebrandnamesaretranslatedaccordingtothealphabeticsysteminventedbyThomasWade:Eg.KweichowMoutai(贵州茅台)ChuyehChiew(竹叶靑酒)

Tsingtaobeer(靑岛啤酒)

II.TrademarkTranslation2.TransliterationE-CThebiggestproblemwithtransliterationisitselusivenesstoreceptors(customers),failingtoconveyanymeaning.Thuspreferablythetransformationinvolvesthetransmissionofmeaning,informationandcontent.Eg.Goodyear(tires):固特异(betterreceivedthan“古德异尔”)

II.TrademarkTranslationTechniquesofTrademarkTranslation3.LiteralTranslationplusTransliteration

WhentheEnglishtermiscapableofexpressingthesamemeaningaswhattheChineseversionmeanswithsimilarpronunciation.Eg.Barbie:芭比娃娃

Olay:玉兰油

II.TrademarkTranslationTechniquesofTrademarkTranslation4.HomophoneTranslation

Whenthesemanticandphoneticfeaturesofthebrandnamearerequiredtotakeintoconsiderationsimultaneously.

Eg.非常可乐:FutureCola

Lancome:兰寇

Avon:雅芳(namedaftertheriverinShakespeare'shometownandistranslatedinto“elegantflowers”ratherthanmorephoneticallyloyal“埃文”)

II.TrademarkTranslationTechniquesofTrademarkTranslation5.RecreativeTranslationThereis,inprinciple,there-creativetranslationthatmightbeconsideredappropriateforpublicityandpropaganda,sincethesituationismoreimportantthanthelanguage.--PeterNewmark

II.TrademarkTranslation5.RecreativeTranslationE-CEg.Hismanal(ananti-allergydrug):息斯敏Dakmane(asleepingpill):带尔眠Tyvek:特卫强(TeVeiQiang),replacingoriginal“泰维克”andreflectingfully,withtheword“强”(strong)theintensityandtoughnessofthewallpaper.II.TrademarkTranslation5.RecreativeTranslationC-EEg.

1)Affixation

明目(aneye-protector):Viser(clearspellingandfavorablesuggestion,combining