摘 要
随着世界经济的国际化，越来越多的人意识到好的商标名称在促销过程中发挥的重要性。商标本身有着重要作用，甚至能决定产品的成败。因此，研究商标翻译是一项必要的而且紧迫的任务。商标翻译最大的障碍就是文化差异。在本文中，除了对商标的基本认识，还重点说明了商标翻译中出现的文化差异现象及在商标翻译中出现的问题。本文结合以上的发现为避免文化冲突而提出了一些翻译方法及应遵循的基本原则。
关键词：商标；文化差异；因素；翻译方法；原则。
怎么乘坐高铁
Abstract
With the globalization of world economy, more and more people have realized the importance of good trademark in promoting sale. Brand-naming itlf reprents an important issue and may determine the success or failure of a product. It is therefore not
only necessary but also urgent to study实习教师评语 on brand names and brand translation. The main obstacle of brand translation is the different cultures. Then, in this paper, apart from some basic understanding about brand names, the cultural differences are prented and some existing problems in translating brands are given. Bad on the findings, this paper further explores some translating methods and general principles in order to avoid cultural conflicts.
Key Words: trademark; brand names; cultural differences; factors; translating methods; principles.
玉米粒饼
相随是什么意思
传帮带工作总结
Introduction
小学生作文大全三年级
As the American Marketing Association gives the definition of brand, it is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or rvices of one ller or group of llers and to differentiate them from the of competitors (Kotler 443). So, good brand names are the best advertiments for commodities. An effective brand can promote the amount 孕妇可以吃凤梨of a product and enhance the value of a product. Conquently, manufacturers stress importance of brand naming. There is no denying that trademark translation plays an important role.
Culture shapes language and then language shapes culture . Brand translation is also the activity of cross-cultural communication. Different cultures must be taken into consideration, also customs, and esthetic merits and so on. It is not an easy work to devi an effective and impressive brand name. Neither is the brand translation between Chine and English, becau it involves cultural differences, which cannot be neglected or will lead to bad effect. This study mainly investigates cultural differences in trademark translation and put forward conquent methods or strategies bad on the findings.
Ⅰ.Characteristics and Functions of Trademark
From the definition of brand mentioned above, it is easy to imagine its general characteristics and functions. It is necessary to know about them in order to rearch trademark translation from the perspective of cultural differences and put forward some proper methods. This part focus on them in detail.
1.1 Characteristics of Trademark
As the symbol of the actual product, brands have the following characteristics:
First of all, brand is a mark which is cloly concerned with a certain product or rvice. If there is no connection between them, the value of the brand cannot be achieved and the
brand has no significance at all. Secondly, brand has the character of distinguishing one product or rvice from another and it can achieve competitive advantages. Thirdly, brand has a particular feature: it is easy to be read or understood by reading the word, sign, symbol, or the combination of them . By doing so, it can impress consumers deeply.
1.2 Functions of Trademark
As the development of economy, brand may be a kind of economic symbol more than a mark of the product or rvice, just becau it has uful functions to which people pay attention. There are veral major functions as follows:
1.2.1 Distinguishable Functions
As different people have different faces, brands also按摩用英语怎么说 have different names, which can identify product from others. By looking at the brand, one can easily know which kind of products it is, just as by eing the face of person, we know who he/she is. Brands are the signatures of products and none of them are repeated. In addition, brands help consumes to distinguish a certain product from others .
1.2.2 Informative Function
Since brands are signs of products, there are clo relations between brands and products. Brands may provide some information, such as the source of product, the place of production, the material ud in the product, the function of the products, and the name of the producer, etc. For example, “Fort” indicates the founder of this car company--
-“Fort”. “Coca-Cola” is bad on the products original constituents extracted from “coca” leaves and from the “cola” nuts. “Champagne” shows the famous place of producing wine.
1.2.3 Stimulating Consumption
According to the investigation, most consumers also take the style, the color and other related factors of brands into consideration when they choo products. For example, in China Coca-Cola designed in red color is more popular than that in blue. Generally speaking, people choo commodities that they are familiar with. Children choo commodities according to gaily-colored designs on the package and cartoon figures. Brands named after the names of famous persons can also stimulate consumers’ purchasing desire, becau consumers worship them and have the psychology of imitatin
g them. For example, sports wear “Li-Ning” and sports shoes “Air Jordan” is welcomed by sports fans.
Ⅱ. Cultural Differences
Due to the differences in cultural backgrounds such as geographic environment , the origin of race, religious belief, economic development and so on. The Easterners and Westerners have many disparities in thinking pattern, aesthetic merit, consuming concept and psychological structure. People are born in a particular culture and conform to it. One’s thoughts and behaviors are shaped by his culture. Since language is a tool to communicate with each other. People have differences in ways of expression and linguistic cultures. It is the same in trademark translation. In order to be accepted, by the public, brand name should conform to the public culture. The translator theorist in Americ
a, Nida put it “For truly successful translating, biculturalism is even more important than bilingualism, since words only have meanings in terms of the cultures in which they function” (Eugene 110). Thus, translators have to take many culture factors into account.
