文化差異中的商標(biāo)翻譯

1、文化差異中的商標(biāo)翻譯【keyrds】brands;ulturedifferenes;translatin;skills【摘要】商標(biāo)是商品和商業(yè)效勞的標(biāo)記它是指商品消費者、經(jīng)營者、效勞提供者為了使自己消費、銷售的商品或提供的效勞,在市場上與其他商品或效勞相區(qū)別而使用的一種標(biāo)記。這種標(biāo)記一般用文字、圖形或用文字和圖形的組合表示,并置于商品或商品包裝上、效勞場所或效勞說明書上.商標(biāo)名稱的好壞具有戰(zhàn)略性的重要作用，甚至?xí)Q定產(chǎn)品的存亡。一個好的品牌名稱在產(chǎn)品的營銷過程中可以節(jié)省大量資金，同時為企業(yè)贏得更多的利潤,因為它能表達特定的含意或者展現(xiàn)產(chǎn)品的特色，使產(chǎn)品區(qū)別于競爭對手.商標(biāo)不同于其他標(biāo)志,它與商

2、品和商業(yè)效勞嚴(yán)密相聯(lián),是用在商品消費經(jīng)營和商業(yè)效勞領(lǐng)域內(nèi)的特定標(biāo)記。通過商標(biāo)可以區(qū)別不同商品消費者、經(jīng)營者或商業(yè)效勞提供者的商品或效勞.可以理解產(chǎn)品或效勞的性質(zhì)和特點.好的商標(biāo)是具有信譽度的,具有為商品做廣告宣傳的作用,正因為如此,好的商標(biāo)又可以刺激消費,進步商品的市場占有率.伴隨著經(jīng)濟的全球化和中國參加根本認(rèn)識的根底之上,重點說明了商標(biāo)翻譯中常出現(xiàn)的文化差異現(xiàn)象,及無視文化差異的商標(biāo)失譯例子.并就此,擬出一些防止文化沖突的商標(biāo)翻譯方法,包括最常用的音譯法,意譯法,音意兼譯法和一些個人的獨到的方法-效果翻譯法,性質(zhì)翻譯法,似等翻譯法及聯(lián)想求雅翻譯法.同時,簡要地歸納一些商標(biāo)翻譯中應(yīng)遵循的規(guī)那么

3、.從而為得到更好地商標(biāo)翻譯而效勞.【關(guān)鍵詞】商標(biāo)；文化差異；翻譯；技巧1.intrdutin:thesignifianefbrands1.1definitinfbrandsfirstfall,brandisaarkhihislselynernedithaertainprdutrservie.brand,beingdifferentfrarts,isusedasaspeialarkinthefieldfthesupplyingandperatingfprdutsrservies,.send,brandhastheharaterfdistinguishingneprdutrserviefranth

4、erandisdifferentfrasignhihshsthequantityandqualityftheprdutrservie.third,brandhasapartiularfeature:itiseasytbereadrunderstdbyreadingtherd,sign,sybl,designrthebinatinfthe.1p1161.2funtinsfbrands2p59asthedevelpentfeny,brandaybeakindfenisyblrethanaarkftheprdutrservie.bandplaysaniprtantrleinthetrading,an

5、ditssignifianeisrealizedbyanypanies.brandshavefivefuntinsasflls:sinebrandsarethearksfprdutsrservies,herrds,brandsanrefletthetraitsfprdutsrservies.stbrands,natterpitrialrrdbrands,prvideinfratinnerningprdutsrservies,suhastheplaefprdutin,theaterialusedfrtheprdut,thefuntinf

6、theprduts,thenaeftheprdueret.frexaple,“a-laisbasedntheprdutsriginalnstituentsextratedfr“l(fā)aleavesandfrthe“l(fā)anut.“康泰克eansrestringthehealthfthepatient.“rlls-ryeindiatesthefundersfthisarpany,“harlesrllsand“henryrye.brandhasaredit.aseallkn,hennsuersfirstbuyaprdutrenjyaservie,theyusuallyakeareditarhiveint

7、heirindsfriteithernsiuslyrunnsiusly.sinebrandsstandfrthenaesfprdutsrservies,hihandistinguishprdutsrserviesfrnekindtanther,nsuersareeasiertreeberthebrandsthantreebertheprduts.thennsuersalaystransferthereditfprdutsrserviesttheirnaesbrands.therefrebrandsatuallygetthereditshiharennetediththequantityandq

8、ualityfprdutsrservies.,iseledbysprtsfans.2.ulturaldifferenestheeasternersandtheesternliveinindifferentpartsftheearth.thatakestheunavidablethavethedifferentaterialnditins,thinkingpatternsandatins.therefre,thehineseandtheesternershavedifferentultures,aysflife,traditinalhabits,histrialstriesandplitiala

9、ndenialsystesandsn.frlanguageisatltdesribeallfthese,hineseandenglishspeakershavedifferenesinaysfexpressinandlinguistiultures.thesaeistrueiththehinesebrandsandenglishnes,then,itisneessarytpayattentinttheulturaldifferenes.therise,anyflishnessesandunneessarytrublesayeasduepunishents.thefllingareseainex

10、aplesfulturenflitsinbrandtranslatins.2.1differenesinliteraleaningquiteften,eayfindthatsehineserdsithbestishesarebeyndtheprehensinftheenglishpeple,rhavejusttheppsiteeaninginenglish,andvieversa.frexaple,nekindfexprtinglipstikhihisadeinhina,isnaed“芳芳“fangfang.inhina,thisisagdnaehihgivespepleanieipressi

11、n.therd“芳,areusuallyusedtdesribetheflershiharebeautifulandharing,andthegirlshareprettyandelegant.hinesehaveanytherphrasesntainingtherd“芳,suhas“芳容gd-lking,“芳芳(beauty,fragrant),“芳香(gd-sell)andsn.henitistranslatedintenglishjustardingtthehinesepinyin,itis“fangfang.hever,insteadfprettyandbeautifulipressi

12、n,afeelingfhrrrraisesupintheenglishreadersinds.beauseitisainidenethatthepinyin“fangjustisanenglishrd“fang,hseenglisheaningareasfll:lngsharptth,espfdgsandlves,長而尖的牙尤其指狗和狼的snakestthithitinjetspisn(蛇的毒牙).3p524then,itiseasytiagethathentheenglishspeakersreadthisrd,adgrlfiththelngsharpteeth,rasnakeayeutin

13、steadfaprettygirlhjustusesthislipstik.4p80andnereexaple.“藍(lán)天“l(fā)angtianistranslatedint“blueskyand“blueheaven.inhinese,theblueskyandthehiteludsarethesyblsfhappinessandelegane.butinenglishblueskyisardhseeaningare:useless,ithlessvalue,nsteadyandaninvalidnegtiableseurities.suppsingthatyuareansuer,anyubuyth

14、is“uselessdity?besides,antherrd“blueheavenisanaefnekindfnartis,ithablueapsule,andhasexistedintheesternuntriesfralngtiebefretheingf“藍(lán)天.then,hentheesternersreadthenaefblueheaven,theystlytakeitasthenartis.s,dtheydaretbuyit?5p952.2differenesinnntatindifferentlandsandulturesbeteeneastandestakespeplehaved

15、ifferentthinkingpatterns.frinstane,nekindfperfuedsapfrbathisnaed“蜜蜂(“ifengand“蝙蝠(“bianfupinyin)isasyblflukandhappiness.itisppulariththehinesepeple,fr“蝠(“fu)and“福(happiness)arehnyyinhinese.“蝙蝠isagdbrandfrtheprdutsuhasglasses.hever,thingsaredifferentinenglish.thenhatuldenglishspeakersthink?theythinkth

16、atthe“batglassesiththisthught?6p96hereisnereexaple.thehinesepepletaketheagpieasalukybirdhihbringspeplegdnes,asasayingges:ifthereisaagpiestandinginthetipandsinging,agdnesille.inhina,every7thjulyinthelunaralendar,hentheherd-byandtheeaving-girlaresuppsedteet,theagpiesuldgatherasabridgethelpthe.furse,in

17、hinese,“喜鵲2.3differenesinusagesserds,hihriginatedinhinese，arefrequentlyspkenandrittenbytheenglishpeple,hever,theyareseldusedintheirliteraleaning.then,eshuldalsbearefulabuttheinabrandtranslatin,relse,ituldleadtajke.frinstane,nekindfexprtingbatteryisnaed“白象“baixiang.itistranslatedintenglishdiretlyas“h

18、iteelephant.itaybeanexatlyrighttranslatin.but,inenglish,“ahiteelephantisausage,eaningaburdensepssessin(沉重的負(fù)擔(dān))anduselessthings.(無用而負(fù)擔(dān)的東西).see,hillbesflishtspendtheneynaburdensepssessinrauselessrubbish?8p80nereexapletillustratethispint.“白翎(“bailig),nekindfpenadeinshanghaihina,istranslatedintenglishas“

19、hitefeatherdiretly.asaresult,itfailsttakeinthearketversea.hatisthereasn？inenglish,thereisanidi“tshthehitefeatherhseeaningisthatdesertingntheevefabattle.thatistsay,ahitefeatherhasthenntatin“aard.assuingthathenseneseesapeninyursuitpketrinyurhand,hatuldtheythinkfyu?hatuldyufeelhenyurealizethattheythink

20、yuareaard?9p563.skillsttranslatebrandsintheperspetivefrss-ulturaluniatin.nthattherearesedifferenesbeteenhineseandenglish,eshuldpayattentinttheandntietheulturenflitsbeteenthesetlanguages.eshuldbeulture-nsiusandtrytredueravidakingistakesinrss-ulturaluniatin.thefllingdisussesseskillsftranslatingbrandsi

21、narss-ulturaluniatinperspetive.3.1nskillshenitestbrandtranslatin,thenskillsaretransliteratin,seantitranslatinandtrans-seantitranslatin.hihisaplantgringinsuthaeria,andlaastranslatedint古拉h(huán)ihisantherkindfplantgringinafria.n,itistranslatedint可口可樂,hihakesthensuersfeelseetandhappy.siilarexaplesare“pepsi-l

22、a(百事可樂)and“l(fā)atv(樂口福).therexaplesare:thefausjapaneseeletrniprdutbrand“nkia(諾基亞)，thelargestfastfdbrand“dnalds(麥當(dāng)勞)，andthesuitbrand“pierreardin(皮爾卡丹)andsn.seantitranslatinistheaybyhihthebrandistranslatedardingttheeaningfthesurelanguage.thepurpsefsuhanapprahisttransferthesurelanguagesaineaningandakethen

23、suersfthetargetlanguageunderstanditreeasier.nubersfbrandsaretranslatedbythisay.frinstane,ahineseeletrniprdutbrand“熊貓isrenderedintenglish“panda;theppulararbrand“rninthinesenae“皇冠andthehinesebiylebrand“永久intenglishnae“freverandsn.istranslatedint“回力.ithasasiilarprnuniatintenglishrd“arrirand,inhinese,al

24、shasaeanfhavingalargepertdanything.10p50andnereexaple,thethreeharaters“芬格欣indiatenthing,butanghih,“芬and“欣illarusepersnsbenefiialassiatintfeelthatitillbringpeplebakthealthaftertakingthiskindfediine,.antherskin-prtetinreaing“tbadyistranslatedinthinese“丹芭碧hihhasnthingtdiththeprpertyfdity,but“丹and“碧illg

25、ivepepleabeautifulenjyent,arusingtheirassiatinithskinandappearane.besides,therearesetherreativeskillsttranslatethebrands.infat,translatrshavererlesseplyedtheseskills.aprbleisthattheysetiesdntrealizeit.3.2effetivenesstranslatineffetivenesstranslatin,justasitsnaeshs,isaaythatthebrandistranslatedbythee

26、ffetivenesshihthensuersaygetrishtgetfrthisprdut.frexaple,nekindfshapisnaed“headshulder.justasitsadvertiseentsays,ithastheeffetfsthingthehair.byusingit,yuayhaveaheadfulfsilkyhairflyingintheair,blakandblight.thus,itistranslatedinthinese“海飛絲.“rejieisantherbrandfshap.frtherd“rejie,eanknitseaningishappy.

27、ifitistranslatedbytheskillfseantitranslatin,theresultisntasgdas.translatingitinthinese“飄柔.byreadingthisnae,itiseasytknthatthedityisnekindfshap,hihhastheeffetivenessfakinghairsftandsth,hihnfrstthethinkingfhinesepepleabutthehairbeautifulandhealthyhairshuldbesftandsthfrever,.nereinstane.nekindfsap,itse

28、nglishnaeis“safeguard.ardingttherd“safeguard,itisntdiffiulttknitisaleaner,hsedutyistkeeppeplelean.thatistsay,ifyuuseit,thereisnvirusithyu.hatsre,yuaygetabestfeelingfkeepingleanfrever.thus,inthisay,thereisnnaebetterthan“舒適佳.11p793.3haratertranslatinduetthefatthatbrandsarethesyblsfprdutsrserviesandref

29、lettheharatersfprdutsrservies,peplejustpikuptherdshihandesribetheharatersfprdutsrserviesdiretlyinthetargetlanguagettranslatethebrands,“benzhasbeeninatpfralngtieinthefieldfarsithaspeialandsuperirqualityfast,hihishatallthedriversant.“奔馳isagdtranslatint“benz.henpeplereadit,afastrunninghrseayeuptyu.sthe

30、nae“奔馳ayjusttellyu:“l(fā)k!thisisbenz!.12p79letsetantherbrand“nike.“nikeisabrandfraseriesfsprtsprduts,beingfausinaeriaandevenallvertherld.itisalsthenaefgddessfsuessinthegreekythlgy,syblizingsuess.hileetranslateitinthinesenae“耐克,itipliesthatthisseriesfsprtsprdutshasthetraitfgdqualityandaredurable.ifyuear

31、theyuightgettheblessfgddessfsuessanduldgetsuessinthefuture.3.4apprxiatintranslatinbeauseftheexistenefulturaldifferenesineastandest,thereisaphenennthatserdsinsurelanguagehavetheeffettgivetheinfratinfprduts,butinthetargetlanguage,theyhavent.theninrdertpassvertheinfratinfbrandsandprdutsbetter,epikupthe

32、rdshavingtheequalrapprxiateeffetinthetargetlanguageintranslatingbrands.thisisalledapprxiatintranslatin.“玉兔isafdbrandinshanghaihina.ifetranslateitintenglishdiretly,itaybe“jadeharer“jaderabbit.butinfat,etranslateitint“nrabbitr“nhare.beause“玉兔(“yutu)isarabbitinhineseflkstryhihlivesnthenasanangelrabbit.

33、thatistherd“玉eans.thus“玉兔beesthesyblfrthen.henitistranslatedintenglishnae“nhare,therd“ngivestheipliedeaning,ratherthantherd“jade,hihisisleading:hatase,hanitbeeaten?13p119itsaarind,theestind,fullfbirdsriesineverheartheestindbuttearsinyeyesfritesfrtheestlands,theldbrnhillsinthis

34、pe,authrspeakshighlyftheestindandtakesitasthehpeandstrength.nevertheless,inhinese,estindisnsideredasthedrearyanddeslatesuhasthehinesepes:?憶秦娥?“咸陽古道音塵絕，音塵絕，西風(fēng)殘照，漢家陵闋。and?天凈沙秋思?“古道西風(fēng)瘦馬，夕陽西下，斷腸人在天涯。thus,theenglishestindhasthesaeipliatinasthehineseeastind“東風(fēng)andtheenglisheastindissiilarthinese“西風(fēng).thatshy

35、eshuldtranslatethearbrand“東風(fēng)intenglishestindratherthaneastind.14p1023.5eleganetranslatineleganetranslatinisatranslatinskillinhih,realizingthathuanbeingstendtpursuesethinggd,thetranslatrsinglesutrdsithfinenntatinsinthetargetlanguagetnveytheessagefthesuretext,sthatitbringsgdassiatinstthetargetreadersa

36、ndreateseleganteffet.nekindffealesetis,naedavnistranslatedinthinese雅芳.雅(ya)eanselegantand芳(fang)eansasbeautifulasafler.thenhenpeplereadtherds“雅芳，theyaygetanassiatinithanelegantandprettygirlsuhaneffetfhavinghiteandbeautifulshinishatthisprdutanbring.15p80antherlthesbrand“gldlin,isnttranslatedinthinesediretly金獅.beause,inhinese,獅(lin)hasthesiilarprnuniatint失lse.ifitistranslatesint“金獅，itbeesthehinese金失hiheanstlsetheney.then,nbdyuldaeptit.henitistranslatedinthinese金利來,iteanstheingfbthgdlukandney.furse,itisppular.16p2073.6translatingflexiblyusingtheskillsfseantitranslatinandharatertranslatin.ne