【中英翻译】文化差异中的商标翻1

1、文化差异中的商标翻译【Abstract】 A 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 group of sellers and to differentiate them from those of competitors. Brandnaming itself represents a strategically important issue and may determine the success or failure of a product. A good brand name can also save millions of dollars over the products life because it carries its own meaning, describes the produ

2、cts advantages, and differentiates the product significantly from its competitors. By reading the brand names , it is easy to tell the products from one to the other and to know the characters of products . For the good brand has the functions of distinguishing, providing information of products and being symbol of credit , the good brand has a good advertisement for the product and help to take in a larger market . With the globalization of world economy, especially with Chinas entry into the W

3、orld Trade Organization, more and more people in China have realized the importance of good brand names and international brand names in promoting sales and cultivating markets. It is therefore not only necessary but also urgent to study on brand names and the brand translation upgrade to a new level . The main obstacle of brand translation is the different cultures . The cultural differences are represented by the forms of language . Due to the fact that brands are mainly described by language

4、, there are some difficulties in the brand translation . Then , in this paper , apart from some general knowledge about brands, the cultural differences between English and Chinese brands are shown and some mistranslations are given . What is more, in order to avoid the cultural conflicts in translation, some common skills （including Transliteration, Semantic Translation and Transsemantic Translation） and some creative skills （Effectiveness Translation, Character Translation, Approximation Trans

5、lation and Elegance Translation ） are provided . And at the end of the paper , some general principles of brand translation are given for a good brand translation . 【Key Words】 brands; culture differences ; translation ; skills 【摘 要】 商标是商品和商业服务的标记它是指商品生产者、经营者、服务提供者为了使自己生产、销售的商品或提供的服务,在市场上与其他商品或服务相区别而使用的一种标记。这种标记一般用文字、图形或用文字和图形的组合表示,并置于商品或商品包装上、服务场所或服务说明书上 . 商标名称的好坏具有战略性的重要作用，甚至会决定产品的存亡。一个好的品牌名称在产品的营销过程中可以节省大量资金，同时为企业赢得更多的利润, 因为它能表达特定的含意或者展现产品的特色，使产品区别于竞争对手. 商标不同于其他标志, 它与商品和商业服务紧密相联,是用在商品生产经营和商业服

6、务领域内的特定标记。通过商标可以区别不同商品生产者、经营者或商业服务提供者的商品或服务. 可以了解产品或服务的性质和特点. 好的商标是具有信誉度的, 具有为商品做广告宣传的作用, 正因为如此,好的商标又可以刺激消费, 提高商品的市场占有率. 伴随着经济的全球化和中国加入世贸组织，人们越来越多的意识到：在产品销售过程中，好的商标名称以及国际化的商标名称发挥着重要作用。研究商标名称是一项必要而且紧迫的任务. 商标的翻译也提升到一个新的高度. 商标翻译中最主要的障碍就是语言的不同, 以及由于不同的地区, 不同的语言, 不同的背景所带来的文化的差异. 这种差异通过语言表现在商标的翻译与表述之上,使得商标翻译具有一定的难度. 就此, 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, 及忽视文化差异的商标失译例子. 并就此, 拟出一些避免文化冲突的商标翻译方法, 包括最常用的音译法, 意译法 , 音意兼译法和一些个人的独到的方法效果翻译法, 性质翻译法, 似等翻译法及联想求雅翻译法. 同时,简要地归纳一些商标翻译中应遵循的规则. 从而为得到更好地商标翻译而服务.【关键词

7、】 商标；文化差异；翻译；技巧 Introduction：the significance of brands Definition of brandsA 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 one 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 c

8、reated 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 characters：First of all , brand is a mark which is closely concerned with a certain product or service . Brand , being different from Arts , is used as a special mark in the field of the supplying and operating of products or services ,. Second, brand has the character of distinguis

9、hing one product or service from another and is different from a sign which shows the quantity and quality of the product or service. Third, brand has a particular feature：it is easy to be read or understood by reading the word, sign , symbol , design or the combination of them . p Functions of brands pAs the development of economy, brand may be a kind of economic symbol more than a mark of the product or service . Band plays an important role in the trading, and its significance is realized by many companies. Brands have five functions as follows: Distinguishable Being commodities, different products or services of the same character have different quantities，qualities and services . Brands are like the faces of the products . It is not difficult to see that different brands have the same function to distinguish one kind of products or services from another kind, just as the function of persons

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