从文化差异看商标汉译_英语论文

On English-Chinese Translation of Trademarks from the Perspective of Cultural Differences

摘要

商标是商品和商业服务的标记，用于与市场同一行业的商品和服务相区别的一种标记。因为商标可以表达商品或服务的特别含义，展现与众不同的产品特色。因此商标是商品特色的浓缩，是商品文化的核心，是一个企业参与商业竞争的有力武器。商标不仅仅是一种标识，更是一种诱饵。由此可见商标翻译在商业竞争中扮演着极其重要的角色。质量高的商标翻译能够给该企业带来巨大的利润，而拙劣的商标翻译会给企业带来巨大的损失。因此,企业的前途与商标翻译息息相关。

伴随着经济全球化的发展，尤其中国加入世界贸易组织，越来越多的人意识到：在产品销售和培育市场过程中，好的商标翻译发挥着重要的作用。因此，

商标的翻译也被提升到一个新的高度。然而，文化差异也给商标翻译增加了许多困难。

本文首先介绍了商标的定义和功能，然后从经济和文化两个方面阐述了商标汉译的重要性。颜色、数字、地理位置、动物和风俗信仰等文化差异对商标汉译有着巨大的影响。商标汉译中常用的翻译方法有音译、意译、音意译相结合等。

关键词：商标；文化差异；翻译方法

Abstract

The trademark is a special sign of commodities and business service, which distinguishes itself from those of others in the same field. Because it can express specific meanings and show its distinguishing features. The trademark is the concentration of the product’s characteristics, the core of the product’s culture, and the powerful weapon for a firm to participate in business competition. It is not only a logo, but also a lure. Thus it can be seen that trademark translation plays a very important role in business competition. A good trademark translation can bring an enterprise great wealth. On the contrary, a bad trademark translation may lead an enterprise to a large loss. Therefore, an enterprise’s future is closely linked to the translation of its trademarks.

With the economic globalization, especially with China’s entry into the World Trade Organization, more and more companies have realized the significance of good trademark translation in promoting sales and cultivating markets. Thus, the translation of trademarks is upgraded to a new level. However, difficulties may arise in the trademark translation from the perspective of cultural differences.

This paper first introduces trademarks’ definition and their functions. Then it states the importance of trademarks for economy and culture. Cultural differences in colors, figures, geographical locations, animals and customs and beliefs have great influences on E-C translation of trademarks. The main translation methods which can be used are transliteration, free translation and combination of transliteration and free translation.

Key words: trademark; cultural differences; translation methods

Contents

Acknowledgementsⅰ

Abstract & Key words in English.ⅱAbstract & Key words in Chineseⅲ

Introduction1

1. Trademarks.....2

1.1Definition....2

1.2Function..2

2. Importance of E-C translation of trademarks.3

3. Influences of cultural differences on E-C translation of trademarks..4

3.1 Difference in colors.......4

3.2 Difference in figures..5

3.3 Difference in geographical locations.5

3.4 Difference in animals....6

3.5 Difference in customs and beliefs.7

4. Methods of E-C translation of trademarks.7

4.1 Transliteration....7

4.1.1 Pure transliteration......8

4.1.2 Homophonic transliteration.8

    4.1.3 Deletions of some syllables.9

4.2 Free translation..9

    4.2.1 Pure free translation...10

    4.2.2 Additions or deletions10

4.3 Combination of transliteration and free translation.11

4.4 Other translation methods...13

Conclusion  14

References 16