意美、音美、形美-英文商标的汉译分析研究 英语学专业

AbstractBrandnameisaspecialkindoflanguagesymbols,anditcanreflectthecultureofacountry.Thetranslationofbrandnamesisasignificantpartofcross-culturalcommunication.DuringthedevelopmentofEnglishtrademarktranslationintoChinese,peoplecannotonlypayattentiontotheprocessofsemanticequivalenceoftheoriginallanguageandtargetlanguagesymbols,butmoreshouldemphasizethepragmaticequivalence.TheauthorstudiedtheChinesetranslationoftheEnglishtrademarkthroughtheadsthatappearonacomparativetonguerootandpayoutofthenaturalcharacteristicsofEnglishtrademarktranslation,summedupthethreepointssensebeautyandsoundbeauty,formbeautytranslationstandards,andonthebasisoftheanalysisintheprocessofEnglishtrademarktranslationprinciplesandstrategiesshouldbeused.SomekindsofEnglishtrademarktranslationfromthebasicmethod,namely,transliteration,liberaltranslation,sound,meaning,translation,adaptation,abbreviations,andtranslationmustgraspthefourprinciples,namely,transliteration,liberaltranslation,meaningcombination.KeyWords:Englishtrademark;Chinesetranslation;Strategies摘要商标名是一种特殊的语言符号,它能反映出一个国家的文化。商标名的翻译具有跨文化交际的重大意义。英文商标翻译成中文的过程并不能只注重原语与译语符号的语义等值,而更应强调语用等值。笔者通过对广告上出现的英文商标的中文翻译进行比较研究，根付舌出了英文商标翻译的本真特点，归纳出了三点意美，音美，形美的翻译标准，并且在这个基础上分析了在英文商标翻译的过程中应该使用的翻译原则和策略。种英文商标汉译的基本方法，即音译、意译、谐音取义、音意结合、转译、改译、缩写以及翻译须把握的四大原则，即音译、意译、谐音取义、音意结合。关键词：英文商标；汉译；策略

ContentsTOC\o"1-3"\h\uAbstract I摘要 IIChapter1Introduction 1Chapter2TheCharacteristicsoftheEnglishTrademarkTranslation 32.1Equivalence 42.2Popularity 42.3Emotional 52.4Profound 5Chapter3Translationstandardofthebeautyinsense,soundandform 53.1BeautyinSense 63.2BeautyinSound 73.3BeautyinForm 8Chapter4TheTheoryRuleandSkillsofEnglishTrademarkTranslation 104.1LiteralTranslation 104.2Transliteration 104.3LiberalTranslation 11Chapter5Conclusion 13WorksCited 14Acknowledgments 15Chapter1IntroductionWiththerapiddevelopmentofChina'seconomy,moreandmoreforeignbusinessstarttargetingatChina,foreigngoodspouringinthishugemarket.Toestablishoneselfinthecompetitivemarket,foreignbusinessfacestwomajortasks:oneisthequalityoftheproducts;thesecondisproducttrademarktranslation.Becausethetrademarkrepresentstheimageofproductsandthewholeenterprise.Trademarkiscommodityproducersoroperatorstomaketheirgoodswithwhichdistinguishthegoodsofothersandtheuseofasignificantmark,thissignoftenusetextorgraphics,aloneortextandgraphics.Sothetrademarktranslationisofgreatsignificance.Hereitreferstothetrademarktranslationisthescriptoftrademarktranslation,specifically,referstotheEnglishChinesetranslationoftrademarks.Fromlanguageform,itisconciseandeasytounderstandthecompositionofthetrademark,comparedwithotherformsofinterlinguatransformation,thetranslationprocessfromthedeeperlanguages,suchassentences,paragraphs,chapters,theinfluenceofthelevel,andthereforelooksbelikesimple,asaresult,thetrademarktranslationisnotasmuchattention.However,ProfessorQianGuanlian"forthecreationofanytool,therearetwolevelsofrequirements:practicalandaesthetic."Trademarktranslationshouldbethesoundoftheperfectunity,butalsoacrossthecultureoftargetlanguagebarriers,meetpeople'saesthetictasteandconsumptionpsychology.Thetranslationofbrandnames(suchasnovels,etc.)withotherformsoftexttranslation,hasitsowncharacteristics.Brandnamingismainlytoattracttheattentionofconsumersandinterest,soastoarousethedesiretobuyofconsumer.Therefore,Englishtrademarktranslationprocess,notsimplyfromthesourcelanguageintotargetlanguageprocessofsemanticequivalence,peopleshouldpaymoreattentiontothecultureoftargetlanguage,inlinewiththetargetlanguageconsumers'valueorientation,aesthetictaste,andconsumptionpsychologyandsoon.Trademarktranslationshouldownimaginationandcreativityasmuchaspossible,digoutgoodsandcommonfeatureinthehistoryofChineseculture,andtoclosetotheChinesecultureasmuchaspossibletoensuretheconsensusofothers.Therefore,trademarkwordsbesidescanresponsegoodsattribute,isitselfakindofimportantsocialculture,itislikeabridge,theeastandthewestculture,enterprises,goodsandconsumersarecloselylinked.EnglishbrandnamestranslateintoChinesebrandnametranslation,alsoneedtotranslationtheorytoguide,needcertaintranslationstrategies.Therefore,itisnoteasytodoagoodjobinthetranslationoftrademark,theyalsoneedtomasteracertainnumberoftranslationskills.TheauthoranalysiswasstudiedfortheEnglishtrademarktranslation,andwillbe"sensebeauty,formbeautyandsoundbeauty"asthestandard,theprincipleofdrawlessonsfromtheexperiencesandlessonsofthecurrentexistingtrademarktranslationforEnglishtrademarktranslationshouldfollowtheprincipleoftheoryandskills.Intherapiddevelopmentofcommodityeconomyinmodernsociety,thetrademarkasaproducertoidentifytheiridentifiersproductionandsalesofproducts,ithastheimportantfunctionofadvertising,andregisteredtrademarksareprotectedbylaw.Especiallyintoday'seconomicglobalization,foreigngoodspouringintoChina,Chinesetranslationofforeigntrademarkshasbecomeaveryrealproblem.

Chapter2TheCharacteristicsoftheEnglishTrademarkTranslation2.1EquivalenceAfterthetrademarktranslationfromChineseintoEnglish,theEnglishtranslationmustconformtotheChinesetextinformandcontentonthepurposeofthepursuit.Nada,awell-knownAmericantranslationtheorist,hasputforwardtheconceptoftranslationEquivalencePrinciple(PrincipleofEquivalence),hepointedoutthat"eachlanguageeachhasitscharacteristics.Ifyouwanttohaveeffectivecommunicationactivity,wemustrespectthelanguageoftheirrespectivecharacteristics.Aneffectivetranslator,notimposestructureintheformofalanguagetoanotherlanguage,butisreadytomakeavarietyofformsnecessaryadjustment,withthestructureoflanguagetranslationreproduceinformation."Hebelievesthatthepurposeoftranslationisprimarilytotheoriginalandthetranslationinthecontentofinformation,speakingstyle,style,languageandculture,socialcustomsandsoonvariousaspectstoachieveequivalence.Accordingtothistheory,theEnglishtranslationofatrademarkshouldbesound,meaning,formvariousaspects,andtheequivalenceoftheoriginal.2.2PopularityAftertheEnglishtrademarktranslationfromChineseintogeneralshortandconcise,right,ifthebrandnameistoolong,notonlyconvenientmemory,andfromtheperspectiveofconsumerpsychology,toacertainextent,alsoaffectconsumers'shoppingbehavior.SuchasapparelbrandMetersbonwe,translatedas"Metersbonwe"isabitlong,alotofpeopleusuallycallit"BangWei".Brandnameshouldbeeasytorecognizetorememberatthesametime,notonlytotheshort,andmoretodoiteasytoread,choosesomemorepeoplehappyChinesevocabulary,especiallyinthesociallifeofcommonwordsorclassicalChinesewords,inlinewiththeunderstandinglevelofthemasses.2.3EmotionalTrademarkisthemostimportantroleforadvertisingproductsandsetsuptheimage,itisverypracticalresults.AftertheEnglishtrademarktranslationfromChineseintocan'tfromthischaracteristic,theattentiontoequivalenceatthesametime,consumersmusthavemovedatthesametime,thefunctionofstimulatingconsumerspending,whichistojudgewhetherabrandoneoftheprinciplesofsuccess.Ifadvertisingtranslationcan'teffectoncountrytoencouragethegrowthofconsumptionidea,isnottoachievetheactualeffectoftrademarktranslation.Trademarktranslationisnotonlyexpresses,moreimportantistoshouldbe,reallyrealattractcustomers,itsinherentcharmtoattract.2.4ProfoundEnglishtrademarktranslationcanbeflexibleaccordingtotheoriginalEnglishpronunciation,themeaningofprocessing,chooseveryclevercombinationofChinesewords,associativemeaninginordertoachievetheeffectoftheinfinite.Suchasbeveragetrademarkcocacola,itselfhasnomeaning,translatedas"Coca-Cola",themethodisgivenprioritytowithtransliteration,buttakenbytransliterationwhennotselectedaccordingtotherulesofpronunciation,ChinesecharactersbuttheuseofaspeciallanguagephenomenoninChinese-harmonics,isknowntoseefoodcommodities,forconsumerstopurchasefoodnatureismeaningful.

Chapter3Translationstandardofthebeautyinsense,soundandform3.1BeautyinSenseArtisticconceptionbeauty.Artisticconceptionbeautycommoditynamereferstothenameofthecommoditybylexicalmeaningorconstituteawordcombinationoflexicalconnotationfoilgivescertainartisticconception,letapersonproducerichassociations,arousingpeopleyearningandpursuitofgoodthings,producesaestheticfeelinginconsumers'mind,sothattheproductsstandout,letconsumersarewillingtoaccept.Forexample:detergentTideoftranslation"Tide",notonlyinpronunciationandtheoriginalsoundisveryclose,andisaseethereisakindof"netclean,besmirchTide"Lenovo,notonlyshowthecategoriesofproducts,morehighlightsthecharacteristicsoftheproduct;Maldenformcorsagedescribesofthefemalecurvaceousincisivelyandvividly."Sprite"iris(seal)drinks,feels"glitteringandtranslucentgreen,icecool",inscorchingsummerwhodon'twanttobite!However,everyaspectofhumanlifeisinfluencedbyculture."Culturalrestrictionsandregulationswefeeltheworldandformingprocess,sothatwegraduallyformedsomedecidedbyculturalawarenessset(Pereelotllalsets).Thesesetnotonlyaffectourperceptionandawarenessofthefeelingsofexternalstimulation,moreimportantly,theygreatlyaffectourjudgmentofexternalstimulation,namelyhowtofeelexcitingmeaning."(Samwatts,etc.,p.38)whenamemberofinformationissueisakindofculture,andtheinformationoftherecipienttomembersofanotherculture,inevitablecross-culturalcommunication.Cross-culturalcommunicationisfacingaproblemis,byaculturallanguagesymbolencodinginformationmustbegiveninanotherculturelanguagedecodinginformation,thisinformationissentlater,withthecodinghaveleftitiscodedtoexpressasenseoftheculture,whenitarrivedatwillbedecodedculture,atleasttheinformationhasbeenaffectedbythedecodingculturalmeaning,namelythedecodingculturehasmoreorlessinputcodinginformation.Thefactthatachangehasmadethesignificanceoftheoriginalinformation,theoriginalinformationisnottheoriginalthingintheworld,combinedwiththecodinganddecodingoftheculturaldifferencesbetweenideasofpersonalfactors,theoriginalinformationwillbefurtherthemeaningofthechange(CaiJianping,1997:20a21)therefore,thetranslatorintranslationoftheunderlyingmeaningofbeauty,mustfocusontrademarksocialpragmaticequivalenttranslation.Andsocialpragmaticequivalence,inordertorealizethetrademarktranslationmustbefromtheperspectiveofsocialandculturalcommunicationexaminingtheuseoflanguage.Ifthepragmaticmeaningoftheoriginaltrademarkwords,becauseofthetwoculturesincommonforthereaderstounderstandandaccept,translationisnothardto;Whereasthepragmaticmeaningofwordsintheoriginalbecauseofthetwoculturesoftheoppositesexisnoteasyforthereaderstoaccept,itismoredifficulttoachievesocialpragmaticequivalenttranslation.Thetranslatormustbefamiliarwithtwokindsofdifferentlanguageofpragmaticprinciples,knowledgeofcross-language,cross-culturalcommunication,trytocommunicationandpragmaticdifferences,canachievetheequivalenttranslation.Beauty.3.2BeautyinSoundRhymebeautyreferstothecommoditynamesoundsloudandclear,rhythmic,andmusic,giveapersonwithacousticsenseofbeautytoenjoy.Successfulbrandtranslationshouldbeeasytorememberandreadcatchy.TrademarkwordtranslationfromChineseintoEnglishinthebeautyofattentionalsoshouldbebalancedwiththecharacteristicsofChineselanguageitself,especiallythe"dual"tendencyofChinese.ChinesedualtendencyreferstothevastmajorityofChinesevocabularyiscomposedoftwosyllables.Thisisbecause,asamajorcomponentofChinesewordsarecomposedoftwosyllables.ItembodiedinChineseonthetrademarkasconsistingoftwosyllables,suchas:permanent,beautiful,AndFurry,since,changhong,andsoon.DifferentfromChinese,Englishnodualtendency,Englishtrademarkwordswithoutanyconstraintsandrulesoncompositionofsyllables,lessthan1to2syllable,morethanfiveormore,showthelargerarbitrariness.Asonesyllable:Nike(shoes),Kent(cigarettes),Driest(sweater);Twosyllables:John-sons(healthsupplies),Rejoice(shampoo);Threesyllables:many(beer),Konica(camera);Foursyllables;Motorola(electronicproducts),Hewlett-packward(HP),ProctorandGamble(p&g);5(above)syllable:AmericanStandard(sanitaryware),etc.GiventhenumberofsyllablesbetweenEnglishandChinesebrandinthedifferentrequirements,thetranslationofEnglishtrademarkwords,shouldasfaraspossiblewillbetranslatedintoChinesestandardcomposedofdoublesyllableword,consistentwithChinese"dual"tendency,whichacceptedbyChineseconsumers."Holstein"(beer),forexample,canbetranslatedas"good";"Kodak"translatedinto"Kodak";"Philoco"airconditioningintheUnitedStates,Chinesetrademarkis"mountain",the"fly"isthephi,"song"isc.Theharmonics,andIcyprovincetranslation;"Manyoftheoriginal"translatedinto"hundredsofDEvisor,istranslatedinto"Budweiser";"Kent,asa"health","todualtone,adda"brand"iscalled"Kent";"GoodCompanyin''nottranslatedinto"Goodfriends",buttranslatedinto"friend"."AmericanStandard"Chinesetranslationfor"AmericanStandard".Here,thetranslatorfirsttranslateitsconnotationofthe"Americanstandard",andthensynthesizetheconnotationofthe"Americanstandard",bothareinconformitywithChinesecharacteristics,andconvenientformemorization.Tosumup,thetranslationofEnglishtrademarkwords,andtrytoputthemintoChineseword"dual"tendtobeconsistentwiththetrademark,trytoavoidwillbebasedoncommonnounsintheEnglishtrademarkwordstranslatedintothedisyllabic,doesnotrepresentanymeaningofChinesetrademarkwords.However,someEnglishtrademarkwordsisoftentranslatedintothreeormorethanthreesyllables,mainlyreflectedintwosituations:(1)basedontheEnglishtrademarktranslationofnamesissimilartotheChinesenameofChinesetrademark,suchas"McDonalds"originaltranslationfor"McDonald",nowtranslation"McDonald's",inaccordancewithcharacteristicsofChinesesurnames,facilitatememorizationChineseconsumerstoaccept;(2)forharmonicstakemeaningneedsaflexibleapproach,"Head&Shoulder''translatedinto"Headandshoulders","Dunhill"translatedinto"Dunhill."butmorethandoublesyllableChinesetrademarkfew,afterall.3.3BeautyinFormFormtheUnitedStates,intermsofpoetrytranslation,namelythesameastheoriginalformatandrhythmofpoetry,thiskindof"formbeauty"tobuildonthebasisof"shape".ForthetrademarktranslationfromChineseintoEnglish,isthestandardshouldhavetheformoftrademarktranslation,inthelanguagetobeshortandconcise,theuseofwordsiseasytosee,iseasytoread,understand,valueshouldbememory,unfavorableuseobscurewordsandbetterusebeautifulwords.Forexample:Avon(Avon),Qian(Arched),(Ardor),and"Colgate"(Colgate),"safeguard"(Safe-guard),"Johnson&Johnson(Johnsons),etc.Thetranslationinthelanguageiseasytorecognize,easytoread,easytolookatthecharacteristicsofalsoiswhatwecallbeauty.Thetranslationoftheproductsarepopular,inadditiontothefactorsoftheproductitself,arealsoassociatedwithtranslationstandardisconciseandeasytoremember.Intoday'sworld,thecompetitionofthecommodityis,infact,thebrandcompetition,brandisconsideredtobetheintangibleassetsofenterprises.Withthedevelopmentofeconomicglobalization,CommodityExchangeisbecomingmorecommon,frequently,appearinfrontoftheChineseconsumer'stranslationstandardismoreandmore.Onlythosepithytrademarkeasyforconsumerstoourmemory,itsmarketingfunctionintofullplay.Thetrademarkofformbeautyalsoreferstothebeautyofthetrademarkofcomposition.Thecompositionoftheformalbeautybelongstothecategoryofindustrialdesign,thisarticleisnottodonow.

Chapter4TheTheoryRuleandSkillsofEnglishTrademarkTranslation4.1LiteralTranslationTheso-calledliteraltranslationiswithoutviolatingthetranslationlanguagespecificationanddoesnotcauseerrorunderthepremiseofLenovoormisunderstanding,keepthemeaningoftheoriginalimageinthetranslationandthemethodofsyntacticstructure.Thiswaytoconveytheoriginallanguagesemantics,moralreproducetheculturebehindthelanguage.Thismethodcanbeappliedtopopularpartandinventingwords.Inventingwordscanadoptthemethodofliteraltranslationbecausetheyasmentionedabovearebasedoncertainvocabularytheoryaccordingtothecomposition,thecharacteristics,ofthegoodsrepresentedbytheperformanceandeffecthavesuggestedeffects.Itfaithfullythemeaningoftheoriginaltrademark,generallylimitedtothoseonthepracticalapplicationofmoralmeaningbeautiful,elegant,gorgeouswordsEnglishtrademark.Itstranslationistoexpressthemeaningoftheoriginaltrademark,andconciseandeasytoread,andtheoriginaltexthavethesamepromotionfunction,suchas:withtheBlueBirddobrandcarsusuallyliteraltranslationas"bluebird",BlueBirdCanonoutBelgiumwriterMaurieeMaterlsnek2911years(theNobelPrizeforliterature)pantomimeBlueBird.TheBluebirdsymbol"futurehappiness",usedasacarbrand,translatedinto"thesourceofhappiness".TangdynastyLiShangyinhasdid:"Pengshanthistonomoreway,attentivetoagentsee"birds"."Bluebird"istheangelofPengshanwonderland,andthe"green"and"blue"ofChineseblue,equivalenttoEnglish"bluebird"twocharactersnotonlyreadcatchy,culturalconnotationandsomesimilar,arepreferred.AndastotheCrownof"Crown",Diamond,translatedas"Diamond",ChineseandEnglishtwokindsoftrademarkhavesuggestedthatitrepresentsthenobleimageoftheproduct;ThePioneer:translatedinto"pioneer",giveapersonthesensewithacatchuptime.4.2TransliterationTransliteration,referstothetargetlanguagewithoutviolatinglanguagespecificationanddoesnotcauseanerrorundertheconditionofassociationormisunderstanding,accordingtoitspronunciation,willbethelanguageofEnglishtrademarkwordswiththesameorsimilarmethodofChinesewordfortranslation.ThetranslationismainlyusedinEnglishtrademarksfrompropernounsandinventingwordsChinesetranslationoftrademarkwords.DerivedfromordinaryEnglishvocabularyinEnglish,ofcourse,alsoincludetrademarktransliterationmethod,suchasSpirit,asthe"Sprite",Shadtransliteratedinto"sharp".Inaddition,suchasNCOINSpondaNippon(paint),Anchorsecondencore(food),etc.Thiskindoftranslationisfaithfultotheoriginaltrademarkpronunciation,faithfultotheoriginaltrademark"callfunction"(vocativeplusnotion).(HongWenham,1997:45)transliterationmethodcanbedividedintopuretransliterationmethodandhomophonicpuntranslation.Puretransliterationmethodisalsocalled"directtransliterationmethod",namelyaccordingtotheEnglishpronunciationoftheEnglishtrademarkwords,andchooseasfaraspossiblethesameChinesecharacterstogether,evenifthesephrasesinChinesedoesn'tmakeanysense.PuretransliterationmethodaremainlyusedinthepropernounsorsomethingonthevocabularyofEnglishtrademarkwordstranslation,thetranslationfaithfultotheoriginaltrademarkthecallofthefunction,keeptheEnglishtrademarkrhymebeauty.SuchasKodak,SONY,Motorola,Motorola,DuPont,Siemen,SiemensBuickaBuick,andsoon.PuretransliterationmethodistranslatedintoChinesetranslationstandardisnotaccordwiththecombinationofthewordsinChineseconventionalmode,butthearticulate,andpayattentiontothelevelandobliquetonesandsyllablelengthchange,norancient,strangewords,thuseasyfornativeChinesespeakersofChineseconsumerstoaccept,novelandchic,foreignflavor,catertothecuriosityofpeople,achievethegoalofthemarketing.4.3LiberalTranslationFreetranslationisalsocalledthecreativetranslation(LiangZhejiang,2001:2001),isatrademarkofconventionaltranslationmethods(suchastransliteration,literaltranslation,chromatichalfItaliantranslation)ofacomplementary,aimedatdifferentapproach,inaveryrationallysolvesome"persistent"problemsintrademarktranslation.Trademarktranslationhasitsparticularity,itcanandshouldhaveitsowntranslationstandardsandtranslationmethods.Thefunctionofthetrademarkistoidentifyproducts,toprovideproductinformation.Trademarktranslationverve,sometimeshavetogetridofthebondageoftheoriginaltrademarkliteralmeaning,toexplorenewideas,tocreateexcellenttranslation.Freetranslationisnotconstrainedbythetranslationandtheunionoftheequivalentoftheoriginalcontentandform,butpayattentiontothetranslationandtheoriginalfunctionoreffectofequivalence.SuchasimportedmilkpowderDutchLadytranslatedas"mother"milkpowderisagoodexample.Thistranslationisnotlimitedtoliteralmeaning,butinstead,reorganizing,andtheverveoftheoriginaltrademarkareinterlinked.(PanGong,19%:27)inthesameway,isknownforitsglobalP&G(Procter&gamble)company'sbrandofshampooRejoicetranslatedas"rejoice","Rejoice"means"joyandwonder,"ifyourmeaningistranslatedintoChinese,isflat,featureless,while"rejoice"breaktheoriginaltrademarkliteralmeaning,withelegant,silkyhairintocontact;AmericanfordcompanyintheworldwanttopenetrateTaiwanautomobilemarketcompetitionisintense,andjointventurewithTaiwanandcarfactoriesrespectivelydone"and"fordautomobilemanufacturingcompany,launchacarCortina.Advertisingthecaraftertheyleave,theyfirstencounteredtheproblemisthisbrandhowtotranslation,afterrepeatedthinking,thinkthattheproductistargetedatyoungpeople,andcreativelyputitintothe"run".Asaresult,the"run"alisted,onlybecauseofamultitude,thereisacertainmarket.InadditionwecanalsomeetindailylifesuchasMildSeven-alltheBallShuncardandsoon,aretheresultofthefreetranslation.

Chapter5ConclusionIntoday'seraofbrandcompetition,astherepresentativeofcommoditytrademarks,andtranslationplaysanimportantroleinmarketing,andindirectspiritualandculturalinfluenceonsociety.Asatranslator,wemustbegoodatgaugeconsumers'consumptionpsychology,andflexibleuseofvariousmethodsandtechniquesoftrademarktranslation,drawlessonsfromthesuccessfulexperienceoftheexistingtrademarktranslation,learnedtheirlesson,Englishtrademarktranslationmust"meaningbeauty,formbeautyandsoundbeauty",toshineinthebusiness.Onthesurface,thetrademarktranslationseemstobeonlyaconversionbetweenlanguage,andlanguageisthecarrierofculture,sothetrademarktranslation