论跨文化交际中的商标翻译_英语论文
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论跨文化交际中的商标翻译_英语论文

On E-C Translation of Trademarks in Cross-cultural Communication       

摘要

随着经济全球化进程的加快,国际贸易成为促进世界各国经济发展的重要动力,商标翻译则对商品在海外市场的销售起着举足轻重的作用。商标翻译是指将商标的源出国语言转化为目的国语言,由于商标的译名等同于商标,所以一个好的译名是建立一个成功的,国际化品牌的基础。尤其是在如今国际市场前提形式下,对商标翻译的研究呈现出必要性和紧迫感,从而成为了一个具有现实意义的热点问题。

商标翻译不仅是一种语言翻译,更是一种文化翻译。语言是文化的载体,商标翻译不仅仅是两种语言之间的简单形式转换,实质上更是一种跨文化交际。一个地域和国家的文化往往深受所处地理环境、历史环境、宗教信仰、思维文化和价值观念等影响。同一商标由于各国文化的差异,在不同的语言文化中具有不同的文化寓意,因此在翻译商标的过程中,应该遵循相应的翻译原则。 

本文首先介绍商标的定义、分类及功能,接着提出跨文化交际中商标翻译常见的几类问题,然后结合该问题探讨了商标翻译的应遵循的原则及英汉商标翻译的具体方法。只有解决了翻译中产生的问题,遵循相应的翻译原则及采用具体的翻译方法,才能跨越了目标语的文化障碍,以期使品牌在目标市场中能够获得文化认同,从而在国际贸易中取得双赢合作。

关键词:商标翻译;原则;方法

Abstract

With the expansion of commodity exchange and acceleration of economic globalization, E-C translation of trademarks plays a significant role in the international trade. Trademarks are the symbols of quality and an image of commodity. A successful trademark is gravely important to the sales volume of commodities, thus, E-C translation of trademarks is a key step in the process of commodity globalization. A translation of trademark representatives the trademark itself used in local country to some degree, so a perfect translation is the key point to build a successful and international brand name. So it has been the hot topic which has necessary and realistic significance to researches on translation of trademarks, especially in the current international market.

E-C translation of trademarks is not only about translation between two languages, but also between cultures. The local culture is always affected by the values, cultural psychology, beauty-appreciation, religious practices and so on. So people should follow the relevant principles when translating trademarks. 

This paper introduces the definition, classifications and functions of trademarks. Then it discusses several problems existing in the translation of trademarks. In conclusion, the writer puts forward the principles and methods of E-C trademark translation in the cross-cultural communication. Only when people are aware of the problems existing in translation of trademarks, follow the proper principles and adopt specific translation methods, can people overcome the obstacles of E-C translation of trademarks. The brands can be accepted in the target markets. Accordingly, people can advance win-win cooperation.

Key words: translation of trademarks; principles; methods          

Contents

Acknowledgements i

Abstract & Key words in English. ii

Abstract & Key words in Chinese iii

Introduction1

1. A brief introduction of trademarks1

1.1Definition of trademarks2

1.2Classifications of trademarks.2

1.3Functions of trademarks.2

2. Problems existing in E-C translation of trademarks .3

2.1Lack of scientific research methods.3

2.2Lack of professional research workers.4

2.3Lack of guidance of related theory.5

3. Principles of E-C translating trademarks.5

3.1Principle of being aware of cultural differences.6

3.2Principle of reflecting the characteristics of commodities7

3.3Principle of using formal and concise language.8

4. The methods of E-C translation of trademarks9

4.1Transliteration. 10

4.2Literal translation.11

4.3Free translation.12

4.4Transliteration combined with literal translation.13

Conclusion14

References16


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