商标在中西文化中的翻译TheTranslationofBrandNamesinChineseandWesternCultures.doc

The Translation of Brand Names in Chinese and Western Cultures商标在中西文化中的翻译ContentsIntroduction………………………………………………………………11 Significance of Brand Names……………....……...…………………11.1 Definition of Brand Names……………………………...……………11.2 Functions of Brand Names………..……………………..……...……21.2.1 Informative Function……………...……………………...………..21.2.2 Unique Function………….……………………………..…………21.2.3 Symbolic Function……………………………………..………….32 Cultural Diffenrences between Countries…………………….………32.1 Differences in the Ways of Thinking.………………………….……..42.2 Differences in Aesthetic Concepts and Values……………………….42.3 Differences inCultural Taboos…………………………………….....53 Principles of Brand Names Translation…………..….………….....….63.1 Beneficial Association……..……………………………..……….....63.2 Aesthetic……………..…………………………….……………...…63.3 Functional Equivalence………………………………………...……74 Methods of Brand Names Translation…………………..….…………74.1 Transliteration Method………………………………………………84.2 Paraphrase Method…………………………………………….…….94.3 Combined Translation……………………………………………….94.4 Other Methods…………………………………………....……...…10 / Conclusion………………………………………………………………11Bibliography…………………………………………………………….12The Translation of Brand Names inChinese and Western CulturesAbstract:Thebrand name is a kind of special language symbol, which is concentrated on significant feature of the product. It is a core part of commodity culture, and a powerful weapon of the enterprises to participate in international competition. Brand names translation is the same as the concept of semiotic translation, a processing fromdecoded to the encoded. But the brand names translation is not just a simplelanguage conversion, which is the transplantation of two cultures, as a bridge between the East and West, linking culture, business, and goods with consumers closely. Therefore, a successful translation of brand names play a significant role to open up international markets,to create corporate wealth. This paper, on the basis of a basic understanding of brand names, highlights the emergence of the cultural differences phenomenon in the brand names translation and the failure translationexamples ignoring cultural differences.Then briefly summarizes some principles should be followed in the brand names translation and lists some methods of brand names translation to avoid cultural conflict, includingtransliteration, paraphrase, combined translation and so on.Key words: brand namestranslation; cultural difference; translation principle; translation method商标在中西文化中的翻译摘要：商标是一种特殊的语言符号,是商品显著特征的浓缩, 是商品文化的核心部分,是企业参与国际竞争的有力武器。

商标的翻译符合符号学的翻译观,是由解码到编码的过程但商标翻译不仅仅只是简单的语言转换，它是两种文化的移植，如同一座桥梁，把与西方文化、企业、商品与消费者紧密相连所以一个成功的商标译名对开拓国际市场、创造企业财富起着不可忽视的作用本文在对商标基本认识的基础之上, 重点说明了商标翻译中常出现的文化差异现象,与忽视文化差异的商标失译例子并就此简要地归纳一些商标翻译中应遵循的原则与拟出一些避免文化冲突的商标翻译方法,包括音译法、意译法、音意结合法等关键词：商标翻译；文化差异；翻译原则；翻译方法IntroductionWith the highly developing of commodity economy and international trade, the translation of brand names becomes increasingly important and influential in the economic life. In a competitive market, the brand name of a product is one of the key factors for a company to achieve success. It determines the image, credit and economic power of a company. So,to research the brand name is an urgent task.The most important obstacle of t​​he brand names translation is that the different languages will bring about cultural differences in different regions. This difference reflected in the brand names translation through language translation, making a certain degree of difficulty. Therefore, when translating the brand names,we should be based on the sales trends and the psychological characteristics of consumers,and proper use of pragmatics, sociolinguistics, cultural linguistics, consumer psychology, advertising and cross-cultural communication and other principles.What’s more,it is not necessary to follow the "true", "fluent", "equivalent" and other principles, but also take advantages of aesthetic language, using flexible methods of translation so as to translate original one.,and even more excellent than the original one.1 Significance of Brand Names1.1 Definition of Brand NamesA brand is shown by a name, a word, a sign, a symbol, a design or a combination of them. It is intended to identify the products or services of one seller or a group of sellers and to differentiate them from their competitors. In other words, the brand is treated as the symbol of the actual product. It is a synthesis of all these elements: physical, aesthetic, rational and emotional and cultural, which is a perception created in the mind of consumers who ascribe beliefs and values to the product. Brands are printed on the surfaces of the products, packages and directions, and hanged in public places. Brands have the following three characteristics:First of all , brand is a mark which 。