商标的文化特征及翻译策略_英语论文

Cultural Features and Translation Methods of Trademarks

摘要

商标属于文化的一部分,它是文化的其中一种的表达形式和传播工具。在国际贸易中， 不管是英文商标的汉译还是中文商标的英译，在这过程中都会牵涉到语言规律、文化特征、审美情趣等一系列方面的因素，所以商标的互译都是一种跨文化交际活动。商标翻译的成功与否与文化顺应度有必然的联系。因此，在理解商标的过程中，我们不仅仅需要遵循商标学术方面的规则与一些特定的翻译策略，更要着重于分析两国之间相关的文化因素，尤其是商标所属国家的文化因素，适当采用直译法、音译法、意译法等翻译方法。

关键词：商标； 文化特征； 翻译策略

Abstract

Trademark is a apart of culture, and it is also a expression form and communication tool of culture. Translation of trademarks is a cross-cultural communication activity in international trade. Regardless of translating trademarks from Chinese into English or English into Chinese, they all refer to language rules, cultural characteristics, aesthetic taste and other factors. The success of translating trademarks depends on cultural adaptation. Therefore, in the process of understanding the trademarks, in addition to follow academic rules and necessary translation strategies, we should also emphasize the research of cultural factors which are related to two different languages, especially the original cultural factors. Therefore, we can use literal translation, transliteration, liberal translation and other methods to translate trademarks.

Key words: trademark; cultural features; translation methods

Contents

1  Introduction 1

2  Overviews of trademarks 1

2.1  The definition of trademarks 1

2.2  The components of the trademarks 2

3   Features of trademarks 2

3.1  Functions of trademarks 3

3.2  Language features of trademarks 3

3.3  Aesthetic features of trademarks 3

3.3.1  Rhyme beauty 4

3.3.2  Simplicity beauty 4

3.3.3  Connotation beauty 4

4  Cultural connotation of trademarks 5

4.1  Human geographical characteristic of trademarks 6

4.2  National customs of trademarks 6

5  Translation methods of trademarks 7

5.1  Theories of trademark translation 7

5.2  Four types of translation methods 8

5.3  Transliteration 8

5.3.1  Pure transliteration 8

5.3.2  Homophonic transliteration 9

5.4  Literal translation 9

5.5  Liberal translation 10

5.5.1  Pure liberal translation 10

5.5.2  Optional liberal translation 11

5.5.3  Amplification and Omission in liberal translation 11

5.6  Combination of transliteration and liberal translation 12

6  Conclusion 12