從跨文化角度探究商標(biāo)詞的翻譯【畢業(yè)論文】

1、<p><b>　　本科畢業(yè)論文</b></p><p><b>　?。?0 屆）</b></p><p><b>　　英語(yǔ)</b></p><p>　　從跨文化角度探究商標(biāo)詞的翻譯</p><p>　　On the Translation of Brand Nam

2、e from the Perspective of Cross-cultural Communication</p><p><b>　　誠(chéng) 信 聲 明</b></p><p>　　我聲明，所呈交的論文(設(shè)計(jì))是本人在老師指導(dǎo)下進(jìn)行的研究工作及取得的研究成果。據(jù)我查證，除了文中特別加以標(biāo)注和致謝的地方外，論文(設(shè)計(jì))中不包含其他人已經(jīng)發(fā)表或撰寫過(guò)的研究成果，也不包含為

3、獲得＿＿＿＿＿＿或其他教育機(jī)構(gòu)的學(xué)位或證書而使用過(guò)的材料。我承諾，論文(設(shè)計(jì))中的所有內(nèi)容均真實(shí)、可信。</p><p>　　論文(設(shè)計(jì))作者簽名： 簽名日期： 年 月 日</p><p><b>　　授 權(quán) 聲 明</b></p><p>　　學(xué)校有權(quán)保留送交論文（設(shè)計(jì)）的原件，允許論文（設(shè)計(jì)）被查閱和借閱，學(xué)校可以

4、公布論文（設(shè)計(jì)）的全部或部分內(nèi)容，可以影印、縮印或其他復(fù)制手段保存論文（設(shè)計(jì)），學(xué)校必須嚴(yán)格按照授權(quán)對(duì)論文(設(shè)計(jì))進(jìn)行處理，不得超越授權(quán)對(duì)論文（設(shè)計(jì)）進(jìn)行任意處置。</p><p>　　論文(設(shè)計(jì))作者簽名： 簽名日期： 年 月 日</p><p><b>　　摘要</b></p><p>　　由于全球化的迅速發(fā)展，國(guó)

5、際間的貿(mào)易往來(lái)變得更加的頻繁。在國(guó)際市場(chǎng)競(jìng)爭(zhēng)激烈的情況下，各個(gè)國(guó)家都忙于銷售它們各自的商品。在銷售的過(guò)程中， 商標(biāo)起著決定性的作用。商標(biāo)中英文之間的互相翻譯對(duì)促進(jìn)產(chǎn)品的銷售非常重要。毫無(wú)疑問(wèn)， 好的商標(biāo)能促進(jìn)商品的銷售。圍繞論題，本文主要從三個(gè)方面入手：（1）商標(biāo)詞翻譯的背景及重要性。（2）商標(biāo)詞翻譯的原則。（3）商標(biāo)詞翻譯的策略。本文旨在從跨文化角度探究商標(biāo)詞的翻譯，考慮中英文文化之間的不同，尋求最合適的商標(biāo)翻譯。從而達(dá)到促進(jìn)產(chǎn)品銷售

6、的目的。</p><p>　　關(guān)鍵詞：商標(biāo)；翻譯；直譯；音譯；意譯；策略</p><p><b>　　Abstract</b></p><p>　　Comparatively speaking, the international trade is more frequent with the internationalization. All

7、 the nations are busy selling their own products in the situation that competition of the international market is becoming fierce. Brand names play a decisive role in the process of sales. It is important to translate th

8、e brand names between Chinese and English for improving the sale of products. There is no wonder that better translation of brand names can sell the products better. Revolving the p</p><p>　　Key words: brand

9、 name; translation; literal translation; transliteration; strategy</p><p><b>　　Contents</b></p><p>　　AbstractII</p><p>　　1. Introduction1</p><p>　　1.1 Bac

10、kground information1</p><p>　　1.2The importance of brand name translation1</p><p>　　1.2.1 Concepts of brand and brand name.2</p><p>　　1.2.2 Popularity of brand name..2</p>

11、<p>　　1.2.3 Importance of brand name….3</p><p>　　2. Principles of translating brand name.4</p><p>　　2.1 Avoiding cultural conflicts.4</p><p>　　2.2 Translating the goods’ i

12、nformation most appropriately.5</p><p>　　2.3Achieving conciseness and briefness.6</p><p>　　3. Strategies of brand name translation.6</p><p>　　3.1 Literal translation……7</p>

13、;<p>　　3.2 Transliteration..8</p><p>　　3.3 Free translation/Paraphrase9</p><p>　　3.4 Creative translation…………………………...………………...…...………………..10</p><p>　　4. Conclusion11</

14、p><p>　　Bibliography…..……………………………………..........………………………...12</p><p>　　Acknowledgements13</p><p>　　1. Introduction </p><p>　　1.1 Background information</p><p&g

15、t;　　With the deepening of the international division of labor, the development and the trend of global economic integration is strengthening day by day. International trade has become an important force to promote world

16、economic development. What’s more, China being a member of the WTO brings more foreign products into Chinese market and Chinese products have more access to the international market. There is no wonder that p

17、roducts can enhance competitiveness and make good benefits due t</p><p>　　1.2The importance of brand name translation </p><p>　　Brand names have a history far shorter than that of the human soci

18、ety, but why are brand names so important? At least three factors are involved in brand names: buyers, sellers and the commodity. The aim of brand names is to attract the attention of the consumers in foreign market and

19、rouse their purchase desire. People from all around the world think brand names are very important. In Chinese culture, The Analects of Confucius, (論語(yǔ)) which is a classic work of Confucianism, there is a famous say</p

20、><p>　　1.2.1 Concepts of brand and brand name</p><p>　　According to a certain Japanese scholar, Brand is the face of a product. Brand is a commercial term. According to A Glossary of Marketing Term

21、s: Marketing Definition, “Brand is a name, term, sign, symbol, design or some combination used to identify the products of one firm and to differentiate them from competitive offerings.”(Committee on Definition, 1996) Th

22、e ingredients in a brand constitute the product itself, the packaging, the brand name, the promotion, the advertising and the overall pres</p><p>　　1.2.2 Popularity of brand names</p><p>　　A bra

23、nd name refers to “a type of products manufactured by a particular company under a particular name”. Brands can be seen in our commodity society and no one can escape from their presence. Nowadays, brand names are everyw

24、here. Almost everything we buy, we use, we meet, and we consume is itself a brand name. Brand names, as Kodak beautifully describe it, “ are helping to define the times of our lives”.(LiFei,2002:19) In the past, people

25、in Beijing used to show their appreciation of a well-dr</p><p>　　He appeared from his Cadillac luxury, with a Pepsodent smile. He was on a fashionable Pierre Cardin and a Juvenia. Under his arm was a bulging

26、 Filofox in which everyone would know there were a Parker, an American Express, a Comix, some Alphex, a box of Marlboro, a Diners Club, and of course a Chanel for man. His Cardines were shining and clean, his hair smelt

27、Brylereem. (He Chuansheng: 1997, 194-195)</p><p>　　Here , the words in italics are all brand names. They are often used to represent the products in America.</p><p>　　1.2.3 Importance of brand n

28、ames</p><p>　　As the product of economic development, brand names exist widely in the social life, and play a very important role on the propagation, promotion of the commodity and the beautification of huma

29、n life.(YangChaoyan,2001:64-66) Having an appropriate brand name can sell products well abroad. Foreign brand names, no matter how much fame they enjoy globally, will be difficult for Chinese customers to accept if they

30、don’t have impressive translations into Chinese. As importance in international trade, </p><p>　　The effect of brand names is like the name of person. An appropriate brand name can promote more customers cho

31、ose the one rather than similar others. When a brand is greatly liked by most customers, the other products of the same kind, in fact, are facing the problem of being defeated in the competition. So, the naming of the pr

32、oducts has an immediate connection with the future of the enterprises. To a certain degree, the translation of the brand names seems to have to overcome an even harder ob</p><p>　　They involve the following

33、aspects, such as, the law of language, the cultural psychology, the aesthetic temperament and interest. A successful translation of brand names should be able to get rid of various boundaries, take firm root among the ma

34、sses, stimulate the favorable associations and consuming desire, and eventually promote the sales of the products.(WuHan,2004:13) In other words, the translation of brand names should have produced equivalent or similar

35、effect to the receivers just like</p><p>　　2. Principles of translating brand name</p><p>　　Goods are sold in different nations where different cultures affect their languages. With the fierce c

36、ompetition, translating the brand name appropriately becomes very important. Translators have to translate brand name from the perspective of cross-cultural communication. As a result, translation is not the transfer of

37、words. It is the transfer of two different cultures. Translation is not simply a process of decoding languages, but the process of intercultural or cross-cultural communication.(</p><p>　　2.1 Avoiding cultur

38、al conflicts</p><p>　　There is no wonder that different nations have different cultures. It asks us in the translation to respect the difference of the national psychology. National psychology is a psycholog

39、ical characteristic coming from national culture in the long course of evolution. (TangDegen,1997:20-21)The differences of ecological environment, evolution history, religious and political economic of each nation makes

40、the difference of the psychological characteristic which lead to distinct values associative me</p><p>　　Take poison(百愛(ài)神香水) as an example, the meaning of “poison” is “a chemical causing death or harm if abso

41、rbed by a living thing (animal or plant)”. The “poison” has developed the foreign market. It is popular with people especially females because the name satisfies the westerner who pursuits the exoticism with wild nature.

42、 The mysterious and memorable character is the common feeling of the female to this product.（LvPo,1998, 3:68） When this product entered Chinese market, the Chinese consumers woul</p><p>　　The pen—“白翎”， produ

43、ced in Shanghai and its English name was translated into “White Feather”. This product was refused when it entered English-speaking countries. The reason is that there is an idiom—“to show the white feather”, which means

44、 running away at the important moment. </p><p>　　“大鵬”—the brand name of cloth shoes, was translated into “ROC”.“大鵬”is a supernatural bird in the myth of China. “ROC”is the huge bird in English. Panda is popu

45、lar with people in Europe, America and Japan, while in the Islamism countries, the pictures and characters of pig are forbidden. They think the shape of panda just like pig, so panda can not be used as brand name in thes

46、e countries. Petrel(海燕)，in the view of Chinese, is the symbol of courage, but in the view of the westerners, it is the sym</p><p>　　2.2 Translating the goods’ information most appropriately</p><p&

47、gt;　　As we all know, the first impression of goods almost comes from brand name. Before customers see the product with their own eyes, they will guess what the product is from its brand name. The translation of the brand

48、 should also have the same effect of the original one so that it can play an active role to promote the product in the new market. An appropriate brand name can reflect the information of the goods’ features. The transla

49、tion of brand names must conform to the characteristics of produc</p><p>　　2.3Achieving conciseness and briefness</p><p>　　Brand name must be concise and brief which must make different from the

50、 instruction book. This is the basic requirement of a good brand name and its translation. All of the buyers want to know a product by the easier way, by which they spend the least time to know more information. The func

51、tion of brand name is that make the customers remember their product and can buy their goods for ever. Therefore, brand name is easy for customers to remember. On the other hand, a complex brand name can not a</p>

52、<p>　　Hewlett-packare translate as 惠普 instead “休利特—帕卡德”，which can make people think about something positive and remember it easier. Nowadays, the brand has known by all the people through the industry. Fast- food

53、restaurant McDonald’s is translated as 麥當(dāng)勞 instead of 麥克唐納. Rollsroyce is translated as 勞斯萊斯 instead of 羅爾斯—羅伊斯. All the above examples prove that using better translated name can promote sales.</p><p>　　3.

54、Strategies of trade mark translation </p><p>　　Toury thinks: translation is a teleological activity. (Toury Gideon, 2001:34) Reiss and Vermeer advocate Skopos theory of translation. It stresses that “purpos

55、e of translation decide strategies of translation”. It is thus clear that any behavior of translation is limited by the purpose in the very great degree. “It should determine purpose of translation in order to understand

56、 process of translation and products. ”(HuangRuihong，2003：6) There are many strategies of brand name translation, such a</p><p>　　3.1 Literal translation <

57、/p><p>　　Literal translation is one of the translation means which is used widely. Translating words by words is called literal translation. The strategy is usually used in the translation of the name of the fl

58、owers, birds and valued things. Chinese-English Translation </p><p>　　As we all know, panda is the treasure of China, which is liked by most people both at home and abroad. Panda is tr

59、anslated as “熊貓”. It not only reflects its noble taste, but also contains the people’s affection. 美猴王 comes from 西游記 which is a classic in ancient Chinese. The memory of monkey is famous in the world for Chinese traditi

60、onal culture spread wildly in the world. </p><p>　　English-Chinese Translation </p><p>　　Crown is translated as “皇冠” shows the car elegant, temperament special grade. However, another perfume “

61、opium” is translated into Chinese as “鴉片”at first could not arouse Chinese customers favorable association for  opium can recollect Chinese bitter memory of the “Opium War”. So, in literal translation, the translato

62、r should be fully aware of the political history of the target language, otherwise, hostility may be aroused instead of promotion of the products. From the above examples, literal t</p><p>　　3.2 Transliterat

63、ion Another useful way of translating brand names is transliteration. This approach can retain the similarities of the sound, through this approach, the translation is rendered in suc

64、h a way that its pronunciation will correspond to that of the original language.(WuWeixiong&FangFanquan,1997:76) When some Chinese brand names can hardly find counterpart in the English language and culture, translat

65、ors should pay attention to the cultural differe</p><p>　　Marlboro is translated as 萬(wàn)寶路，which attract the customers by the image of fortune coming with pouring. Shangri-la is translated as 香格里拉，which can exp

66、ress the luxury of five-star hotel. 香格里拉 is a name of place in the Yunnan province. It becomes a land of idyllic beauty because of beautiful scenery and comfortable temperature.</p><p>　　Transliteration uses

67、 Chinese which should be delightful to the eyes, pleasant to the ears, easy to remember, and the translated name should be a comparatively perfect unity of sound, form, meaning and connotation, so that the function of th

68、e translated names can be achieved eventually. Make the brand shorter and more briefly, which can be good to read and easy to remember. </p><p>　　3.3 Free translation/Paraphrase</p><p>　　The bra

69、nd names are not definitely confined to their literal meaning. They can covey favorable connotations, such as good wishes, good luck, preferred features, beautiful allusion and so on. There are some examples in the f

70、ollowing, “衣香麗影”（appealing and charming figure）apparel, “美麗一生 ”（beautiful life）shampoo, “志高”（great ambition）air conditioner, “Lush” soap, “Sunkist(sun kiss it)” juice, “Nestle” coffee, and others. In addition, brand nam

71、e can create certain beauty, as they are based on the</p><p>　　3.4 Creative translation</p><p>　　Creative translation still plays an active part in translating brand names though not as commonly

72、 used as the above three strategies. Creative translation is the only choice in some cases. Taking “proman” for example, it is brand name of famous underwear. It can be transliterated as “普羅門”, whose sound is not harmoni

73、ous and people can hardly guess what it is. In fact, “Proman” is the combination of “proud” and “man”. If we resort to literal translation, the version will turn out to be “驕傲的男人” ， w</p><p>　　The purpose of

74、 brand name is to promote the sales of the product. The translation of brand name should be evaluated according to its efficiency of attracting customers and promoting sales.</p><p>　　4.Conclusion

75、 The brand name itself includes both commercial character and cultural character. It is the bridge of producer and consumer. Translating brand names is not an easy thing. In the translation, so

76、me principles and strategies can be used in the translation. Brand names must be easy to remember and attract customers to buy goods. In the translation of brand names, we must avoid cultural conflict, translate the good

77、s’ information most appropriately usi</p><p>　　Bibliography</p><p>　　[1] Committee on Definition. A Glossary of Marketing Terms [M]. Chicago: American Marketing Association, 1996.</p><

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83、<p>　　Acknowledgements</p><p>　　First of all, I cannot sufficiently thank my supervisor, Professor Zhu Chunyan, whose invaluable advice and painstaking instructions of the earlier drafts have a major

84、impact on the final shape of this thesis. </p><p>　　Secondly, I would like to say “Thank you very much!” to all the teachers who have taught and help me during the BA course, directly or indirectly. They not

85、 only inject knowledge and energy into me, but also lead me into a whole new world.</p><p>　　Thirdly, I am also grateful to Jiaxing University that has provided me a chance of this study. It's my great h

86、onor and pleasure to meet so many friends in the university. We live and study together.</p><p>　　Finally, the completion of my BA program could not have been possible without the constant support, encourage