论商标翻译毕业论文.doc

商务英语专业二学历毕业论文AStudyTranslationofTrademark论商标翻译学号姓名院系吉林大学珠海学院物流与信息管理系专业信息管理与信息系统年级2009级指导教师CONTENTSINTRODUCTIONCHAPTERONETransliterationPuretransliterationHomophonictranslationProvincetransliterationCHAPTERTWOPhotoGallery21PureGallery22OptionalPhotoGallery23ChangeGalleryCHAPTERTHREECombinationofsoundandmeaning31Allusivemethod32Almostsoundassociationmethod33AlmostsoundescapemethodCHAPTERFOURSoundmorallawinrecent41Nearthesoundsmeaning42ChromaticsemidefinedCONCLUSIONREFERENCES摘要商标是一种特殊的语言符号是商品显着特征的浓缩也是商品文化的核心部分同时还是企业参与国际竞争的有力武器它既是标识又是诱饵最终是要招揽顾客出售商品商标翻译符合符号学的翻译观是由解码到编码的过程是两种文化的移植好的商标翻译可以给企业带来巨大的财富反之糟糕的商标翻译可以让企业损失惨重所以企业的生死存亡与商标翻译息息相关同时商标翻译能够拓宽语言学研究空间丰富语言学的内涵促进语言理论研究与实际应用的有机结合关键词英文商标翻译策略AbstractTrademarkisaspecialkindoflanguagesignsItistheconcentrationofcommoditiesdistinctcharacteristicsthecoreofcommoditiescultureandthepowerfulweaponforanenterprisetoparticipateininternationalcompetitionsItisnotonlyalogoalsoalurethefinalgoalofwhichistoattractcustomersandsellcommoditiesTrademarktranslationconformstotheconceptionofsemiologyTrademarktranslationistheprocessfromdecodingtocodingandtheprocessofrecreatingandfurtherprocessingThatistosaytrademarktranslationisthetransplantationoftwokindsofculturesAgoodtrademarktranslationmaybringanenterprisehugewealthwhereasabadonemayletanenterprisesuffergreatlossThereforeanenterprisesfutureiscloselylinkedwithtrademarktranslationAtthesametimetrademarktranslationcanwidenthelinguisticresearchfieldenrichtheconnotationoflinguisticsandacceleratethecombinationoflinguistictheoreticresearchanditspracticalapplicationThisarticleprofitsfromandabsorbsothertranslationmethodsresummarizessometranslationstrategiesaswellasproposessomethingtobepaidattentiontoinviewofthedifferentstrategiesKeywordEnglishtrademarktranslationtranslationstrategiesINTRODUCTIONTrademarkisthesymbolofaproductofthedevelopmentofcommodityeconomycommodityproducersoroperatorstomaketheirownproductionandsalesofgoodsdifferentfromothersandtheuseofasignificantsignItisasignificantfeatureoftheconcentratedproductisthecoreofculturalgoodsIntheinternationalmarkettrademarkentrepreneursandconsumersareoftensimplifiedasabusinessnameEmergedasacorporatetrademarksymbolisadirectdialoguebetweenproducersandconsumersabridgeisthecompanyapowerfulweaponininternationalcompetitionGoodbrandshouldberichincontentandcanreflectthecharacteristicsofproductsgoodbrandshouldbeeasytoremembereasytoreadunderstandandvividgoodbrandshouldbesellinggoodsthatcanarouseconsumerdesiretobuyTranslationofthetrademarktodecodeencodedbythereversetransformationprocessthetranslatorintothethoughtsandfeelingsknowledgementalstatusculturaleducationreligionenvironmentandotherrelatedcontextsofsubjectiveandobjectivefactors1P31andfoundtrademarksTranslationTranslationTheorySemioticsthattranslationisthelanguageofthesenseofcrossculturalcommunicationactivitiesthemeaningofsymbolsmustbeplacedinthecontextoftheentirecommunicationprocesstoexamineAmericanTranslatorstheoristsEANida198618thatfromtheperspectiveofsemiotictranslationnotonlycontributetoabetterunderstandingandexpressionofreferentialmeaningandassociativemeaning2P31aretrademarksoflinguistictranslationofthescopeofTheUSlinguistsLuosalimacokeinhisarticleBiasFreeLanguageSomeGuidelinesbeingtalkedaboutCultureshapeslanguageandthenlanguageshapescultureShethoughtLanguagebothreflectsandshapessocietiesShapethecultureofbothlanguagesbutalsoshapedbyculture3P91ItcansaythatthetransplantationoftwoculturesGoodcorporatetrademarktranslationcanbringgreatwealthotherwisebadcorporatetrademarktranslationlossescannotbelistedandevenbusinessfailureCHAPTERONETransliterationTheprocessoftranslationintheEnglishmarktransliterationisameansnottobeignoredwithastronguniversalTransliterationisnotdeviatedfromtheChineseLanguageSpecificationanddonotcauseerrorsormisunderstandingoftheconditionsofassociationinaccordancewiththepronunciationoftheoriginalbrandnamefindthevoicesimilartoChinesewordswithwhichtotranslate4P78TheadvantageissimpleMrexotictheproductcanhaveacertainappeal5P91transliterationisdividedintopuretranslationhomophonictranslationandprovincetransliteration11PuretransliterationPurelyphoneticpronunciationofthatwordforwordtotheEnglishpronunciationofChinesecharacterswithsimilarmatchingtranslationMainlyapplicabletopropernounssuchasnamesoftrademarksandtrademarknamesThistranslatedintoChinesetrademarklawisbecausecannotfindanexpressioninChinesetranslationmethodtobeadopted12HomophonictranslationThistranslationisthewordforprimerareoftenbasedonpuretransliterationofindividualwordschangesthepronunciationofthesewordshomophonicwiththeoriginalmarktrademarkandchangeafterthecombinationofproductfeaturestransliterationForexampleTocommemoratethefounderofWillianEdwardBoeingairlinepeopleidentifiedbyitstrademarknameBoeingtranslatedasBotonebutasatrademarkthetranslatorswitchpronunciationBoeingwhichallowspeopletothistypeofsupersonicaircraftgenerateendlessreverieMazdaoriginatedfromtheancientPersianreligionofthegodoflighthighestGodroyalprotectorpuretransliterationofMaZidabutasacarmarkthetranslatorofZiintoZisincethehintofhumorcaneasilydrivethiscarwithouttheneedtoworryaboutwillautomaticallyarrive13ProvincetransliterationProvincialtransliterationisbasedontheChineseaesthetichabitstwosyllableandthreesyllableisatrademarkofbetterneverforget6P42SomeEnglishtrademarklongsyllablewordsmoreifliterallytranslatedreadshardtopronounceandremembertheinconveniencetransliterationcanbeusedtosimplifytheprovinceForexampleRollsRoyceifpuretransliterationRaulsRoycepronouncedthestrenuousandcannotremembertheprovincialtransliterationfortheRollsRoycejustremembermoreMcDonaldsisnottranslatedasMcDonaldandtranslatedasMcDonaldsbutalsowiththeprovincialtransliterationCHAPTERTWOPhotoGalleryParaphraseisbasedontheoriginalmeaningofthetrademarktranslatedintoChinesethesameorsimilarmeaningPhotoGallerycanbetterreflecttheoriginalintentionoftheoriginaltrademarkandhopetoestablishwhom7P73forsomevividmeaningelegantbeautifulwordscanbeusedfreetranslationtrademark8P73PhotoGallerycanbedividedintopuretranslationtranslationandchangefreetranslationselectionPureGallerySomeoftheirdistinctivetrademarkgoodsmeansandintheWesternculturehasabettermeaningofelegancethenyoucanusepureparaphraseForexampleBluebirdbluebirdcaristakenfromtheBelgianwriterMauriceMaterlinekin1911receivedtheNobelPrizeforliteratureinfairytaleBluebirdplayBluebirdasymbolofthefuturewellbeing9P79andtheChinesetranslationforBluebirdbecausebluemeansblueBlueBirdorBlueBirdTangyinThereisapoemPengshanthistonomoreroadhospitalityfortheTankanBluebirdBluebirdisthePenglaifairylandangeltotransformWesterncultureshowingthatwellintentionedtranslatorsNestleNestleNestlefoodisnamedafteritsfounderandthemotherbirdfeedingchicksinnestdesignasitstrademarkgraphicsitembodiesthecomfortablysettledandsnuggleTheNestleandthenestNestleforthesamerootsousetheNestletomakethistranslationUseitasamilkbrandreflectstheinfinitemotherlylovetheperformanceofcommodityroleindailylifeOptionalPhotoGallerySometrademarksifinaccordancewithitsliteralmeaningofliteraltranslationitmaynotbeabletofullyexpressthemeaningmarkortheliteralmeaningofsometrademarksareseverallayerswithconcisetextcannotmeantheselayersarefullyexpressedinChineselanguage10P89andyouhavetochoosethesignificanceoftrademarksselectoneofthebestmostrepresentativeofameaningForexampleGoodCompanyCompanionofcigarettesGoodCompanycanbetranslatedasgoodfriendsgoodpartnersgoodfriendgoodcompanieschoosethebestfromthesetranslationthegoodfriendasthetrademarkPlayBoyPlayboyclothingPlayBoycanbetranslatedasplayingboyplayboyPlayboyandPlayboybeforethenameofamagazinefounded1953ThisfollowedtheirtrademarknameChangeGalleryPhotographofchangeisbasedontheoriginalmeaningofthetrademarkrighttoincreaseordecreaseitsoriginalmeaningofthetrademarkcontainssothattranslationismoresuitableforconsumptionafterthetrademarkForexampleTransfertrademarkprimitivemeansdeformedchangebutthetranslatoraccordingtoChinaspotentialconsumerpsychologycleverlyaddedKingKongwordKingKongfortheChinesenationalcultureuniquetotheBuddhaThebodyguardsnameItsholdingvajraanIndianweaponnamedintheeyesoftheChinesepeopleKingKongTitanicsuperiormartialartsfoughtthedemonsvictoriousistheallconqueringwarriortheincarnation11P32KingKonghasbecometheidoloftheheartsofchildrenparentseducatetheirchildrenhasbecomeateachingaidbraveoneThereforetheTransformerstoysbythetradenamefortheChinesechildrenlovedThistranslationisbyparaphraseExamplesofparaphrasebycigarettebrandMarlborotheManAlwaysRemembersLoveBecauseofRomanticOnlyacronymacronymbutnosuchfiguresofspeechinChinesethetranslationhadtostayinhomesoftheirmeaningandtheirpronunciationtranslatedasMarlboroCHAPTERTHREECombinationofsoundandmeaningSomeofthefancifulwordmarkiscomposedofalargeculturalcontentcomponentyouneedtousethetranslationmethodofcombiningsoundandmeaningCombinationofsoundandmeaningthatthephoneticandGallerytocombinethetranslationInotherwordsthewordmarkinsomeorallflexibleselecttransliterationorparaphraseoftheappropriatemethodsandbecombinedtomakeitsuitableforatrademark12P89Thisisamorecomplextranslationmethodsinadditiontoconcoctthewordbutalsoforcertainproprietaryandcommonnouns31AllusivemethodSomepropernamesortrademarksaremostlyimaginarywordssymbolsaccordingtotheoriginaltrademarkvoicewillbefivethousandyearsofaccumulationoftheChinesetranslationanddissolvedinthenewlogocreatedtheprofoundsignificanceofsuchamarkbothhaveChinesecharacteristicsForexampleBMWBMWcarBMWisthetrademarkfromGermanBayerisheMotorenWerkeBavarianMotorCompanysthreeacronymformedAccordingtothetranslatorjitheBMWcarscarvedincenseovertheroadQingYuanLanternFestival1P81tobetranslatedintoBMWtoChineseconsumersthinkofathousandmilesadayintheBMWthevehicleperformancelinkedwiththecharacteristicsoftheBMWRevlonRevlonisatrademarkofcosmeticsfromthecompanyfounderCharlesRevsonsnameRevsonandhispartnerCLachmansfirstletterLstructuretranslationRevlonisfromLiBaioftheliquidationoftunecloudlikeclothesflowerstocapacityspringwhiskthresholdRevlonYushanfirstseeeithergroupwillYaotainextmonthevery14P81usingtheproductsofthetranslationofmetaphorforthedumpingoffemalecustomersYanginthecountrytakingintoaccountnotonlythesoundandmeaningandsubtleeleganceAnotherexampleisJapansLEXUSluxurycarsChinesetranslationofLexusisfromMaoZedongslongwithLingyunblogheavyonJinggangshanmagnificentpoematthesametimegivesrisetoavacantspeedingdrivinganyimplicationJun15P10732AlmostsoundassociationmethodLenovosrecentaudiotranslationoftheoriginaltrademarklawrequirestrademarksoundsimilarbutalsosomeofitspronunciationissimilartotheChineseLenovomeansomegoodfeaturesandproductintegrationintoitForexampleFoundedin1887theUnitedStatesJohnsonampampJohnsoncompanyisoperatingmedicalandhealthcareproductsandcareproductssheisRobertWoodJohnsonJamesWoodJohnsonandEdwardMeadJohnsonthreebrothersfounded16P122IftheinterpreterwasJohnsonwithoutanyspecialfeaturesbutiftheassociationmethodwiththerecenttonetranslatedasJohnsonthinkofthestrongvitalityandthecompanyshealthcareandhealthcareproductslinkedIntelPentiumisselectedfromthe3300proposaloutPentinGreekmeans5ampandiumisaLatinsuffixthatsuffixofchemicalelementsThenthetrademarkcanbesaidthatprocessingpowerandhighspeedprocessortheperformanceofthefifthgenerationofproductstranslatedasPentiumgallopinghorsecanbeassociatedwiththekindoffastelegantreflectingthefeaturesoftheprocessorfastspeedquicklyAnotherexampletheworldslargestelectronicequipmentandsmallUScomputermakersHewlettPackardCoThistrademarkisatwofounderWHewlettandDThecombinationPackardnametrademarkabbreviatedasHPbetranslatedasHPsothatconsumershaveauniversalbenefitsassociation33AlmostsoundescapemethodThetranslationofbothvoiceandsemanticsthegeneralprinciplestrademarksaremeaningfulwordsorphrasesbutinordertomeettheChineseculturalpracticestoescapeandthesemanticnortheoriginalmeaningtobeaddedtocreatebutcannotfromcertainareas17P78forexampleSpritedrinkthewordinEnglishasWizardFairywasintendedInsomeofShakespearesplaysWizardisverycuteWesterncountriesHalloweenHalloweenchildrendressedasvariousWizardelvesfromdoortodoorbeggingcandybutintheheartsofChinesepeopleareevilIftheliteraltranslationnecessarilywrongsotheescapeasSpriteSnowfreshandcoolBiexquisitelycarvedthetranslationgivesYujiebingqingfeelingsCDPoisonperfumebrandisanextremesenseoftheworduniqueconceptionasatrademarkitissaidfromtheShakespeareofRomeoandJulietinthestoryofRomeopoisonpartialityItisthepursuitofthewildinordertoreflectthebeautyofWesternwomenbutalsothatwomenusingthiskindofperfumecanmakethemanpoisonedsothatamanwascarriedawaynotwanttoforgetsoacclaimedintheWestInChinaifliterallytranslatedaspoisonwillmakepeoplethinkabouttherootsoftroubleswhichcertainlynoonetobuyThereforeitisescapedasahundredEroswhichmeansonehundredaccompaniedbyErosbothapttounderstandandcatertotheChinesepeoplesyearningforlovesexandbeautifulAnotherexampleDovebrandisbothacommodityisatrademarkofchocolateinEnglishmeansdovealthoughthistranslationisnotsobadbutithasnothingtodoandproductsAsacommoditybrandtranslatesasDovehasthemeaningofsoothingfragranceandasatrademarkofchocolatetranslatedasDovewiththeadmilkfragrantsilkyfeelsilkyrichpureaftertastebutalsonotimportedyoucanfeelthethickmilkTranslationofmorethantwopigeonsimageofmeaningCHAPTERFOURSoundmorallawinrecentSoundmorallawistherecenttranslationoftheoriginallanguagearepronouncedthesameorsimilartrademarksandtrademarksofcarryingthemeaningoftheoriginalthistranslationfocusesonmoralandsoundisjustinbetweentheoriginalmarkandthetargetlanguagetoplaybridgeMeaningalmostsoundscanbedividedintoclosetothesoundsandthechromaticsemidefinedmeaning41NearthesoundsmeaningNearthesoundsrighteousrequirementsofthetargetlanguagewiththeoriginaltrademarksoundsimilarmeaningconnectedSuchasPampersProcterampampGamblePampampGofthediaperbrandtheoriginalmarkmeanspamperedthatmeticulouscareofthebabywhilethetranslationofPampersexpressionofthebetterforthebabytomakebabymorecomfortableThisisthemeaningoftheembodimentoftheoriginaltrademarkTrademarksofPolaroidcamerastheoriginalmarkmeanspointandshootcameraandsometranslationofPolaroidwhichwillbesuchagoodshotnotonlysoundsimilarmeaningalsocoincideswiththeoriginaltrademarkSportsseriesproductsaretheUSNikewasintendedtovictoryinGreekmythologythegoddessofYoshinawhichevermeaninginvincibleTranslatorimitatethesyllableswilltranslateitintoNikemeaningboththesoliddurablebutalsocontainsthemeaningofbeattheoppositionwin18P10142ChromaticsemidefinedChromatichalftranslatedpartofthemarkdefinedrequirementstransliterationsometranslationdividedintopredefinedtonetheformertwoformsofjusticeafterthetoneTheformersuchastoyMickeyMouseMickeytransliterationMickeytakemMousefreetranslationmousethatMickeyMouseentertainmentDisneylandDisneytransliterationDisneylandfreetranslationParadisethatisDisneylandPaintNipponPaintNippontransliterationNipponPaintPhotographpaintthatNipponPaintThelattersuchasDailyUnilevelUniparaphrasejointleveltransliterationOliverthatUnileverclothingNescafeNesfreetranslationNestlecaftransliterationcoffeethatGoldlionclothingEuroModaEuroparaphraseEuropeantakeEuropeanModatransliterationdreamuptheEuropeandreamofCONCLUSIONTrademarkTranslationisofgreatpracticalsignificanceevenifappropriateandaccuratetranslationofthenameoftheoriginallanguagewithoutlosingtheartisticandcommercialpublicityandpromotionalmerchandisetoachievethepurposebutalsohasawealthoftheoreticalsignificancenamelytobroadenthespaceforlinguisticresearchenrichlinguisticcontentbutalsotopromotethelinguistictheoryandpracticalapplicationoforganicsynthesisTrytofigureoutjustgoodconsumerpsychologyrespectfornationalhabitrightontheirtrademarktranslationmethodsandtechniqueswillenabletranslationofmarkedbattletodominatetoguideconsumptionandpromoteconsumptionAgoodproductwithanicecatchynameistantamounttoicingonthecakeGoodtranslationtechnologytrademarktranslationreflectstheperfectcombinationofartandaestheticbutalsoaddcharmtotheproductpackagingReferences1朱亚军商标名的翻译原则与策略J外语研究2003第6期P312同1P313靳梅琳社会语言学与英语学习M2005年2月天津南开大学出版社2005P914史玉娟从文化差异看商标翻译的方法及原则J沈阳工程学院学报社会科学版2005第1卷第2期P785余富林等着商务英语翻译M2003年12月北京中国商务出版社2003P916吕品摭谈商标翻译J北京第二外国语学院学报2000第6期P427黄瑞红商标翻译的方法及应该遵循的基本原则J江南大学学报人文社科学版2003第2卷第6期P738黄瑞红商标翻译的方法及应该遵循的基本原则J江南大学学报人文社科学版2003第2卷第6期P739魏敏略论国际贸易中商标的翻译J福建政法管理干部学院学报2004第2期P7910黄彬浅谈商标翻译J大庆师范学院学报2005第25卷第1期P8911朱亚军商标名的翻译原则与策略J外语研究2003第6期P3212黄彬浅谈商标翻译J大庆师范学院学报2005第25卷第1期P8913吴昊邵朝霞商标翻译的原则与方法J柳州职业技术学院学报2004第3卷第1期P8114吴昊邵朝霞商标翻译的原则与方法J柳州职业技术学院学报2004第3卷第1期P8115张万义陈建杰论商标翻译J泉州师范学院学报社会科学2004第22卷第3期P10716何田田论英文商标翻译J重庆工业大学学报社会科学版双月刊2004第21卷第2期P12217史玉娟从文化差异看商标翻译的方法及原则J沈阳工程学院学报社会科学版2005第1卷第2期P7818陈白璧浅谈国际贸易中商标的翻译J南平师专学报2002第21卷第1期P101