《商標的漢譯（英文版）3800字（論文）》

商標的漢譯方法研究報告TOC\o"1-3"\h\u摘要 3Abstract 41.Introduction 52.IntroductiontoSkopostheory 63.ConsiderationsfortheChinesetranslationofcosmeticstrademarksundertheguidanceofskopostheory 73.1highlightingthehistoricalandculturalcharacteristicsoftheChinesenation 73.2InlinewiththecharacteristicsofChineselanguage 84Trademarktranslationstrategy 84.1Transliteration 84.2Literaltranslation 104.3Freetranslation 11Conclusion 12Reference 13

摘要眾所周知，如今的市場充滿了激烈的競爭。一-種新產(chǎn)品的問世,以及投放市場，最后能否打開銷路,在這整個過程中,產(chǎn)品名稱起到一個非常重要的作用。因此,制造商們和廣告商們對于產(chǎn)品的起名慎之又慎，想方設(shè)法要起到一個好的名稱,讓消費者樂于接受。同樣道理，國外產(chǎn)品要打入中國市場，該產(chǎn)品的中文譯名也非常重要,它在某種程度上決定了該產(chǎn)品能否在中國打開銷路,取得成功。因此,譯者在翻譯商標名稱時，都會煞費一番苦心，力求譯名能為該產(chǎn)品的成功銷售助一臂之力。一般來說，在進行商標名稱的翻譯時,譯者應(yīng)盡量使譯名傳達產(chǎn)品的基本信息，突出產(chǎn)品的特色，從而達到吸引消費者的目的。本文將探究幾種主要的商標名稱的漢譯方法,同時就在實際的翻譯過程中所碰到的一些問題加以討論。關(guān)鍵詞：商標含義；目的論視角下的翻譯；英文商標的翻譯

AbstractAsweallknow,themarkettodayisfulloffiercecompetition.Productnameplaysaveryimportantroleinthewholeprocessofanewproductcomingout,puttingitonthemarketandfinallyopeningthemarket.Asaresult,manufacturersandadvertisersarewaryofnamingtheirproducts,tryingtocomeupwithagoodnamethatwillappealtoconsumers.Inthesameway,ifaforeignproductwantstoentertheChinesemarket,theChinesetranslationoftheproductisalsoveryimportant,whichtosomeextentdetermineswhethertheproductcanbesoldinChinaandachievesuccess.Therefore,thetranslatorinthetranslationofthetrademarkname,willtakepainstotranslatethenameforthesuccessfulsaleoftheproducttohelp.Generallyspeaking,whentranslatingtrademarknames,translatorsshouldtrytheirbesttoconveythebasicinformationofproductsandhighlightthecharacteristicsofproducts,soastoattractconsumers.ThispaperwillexploretheChinesetranslationmethodsofallkindsoftrademarknamesanddiscusssomeproblemsencounteredintheactualtranslationprocess.Keywords:Themeaningofthetrademark;Translationfromtheperspectiveofskopostheory;TranslationofEnglishtrademarks

IntroductionLiumiqingputforwardintheneweditionofcontemporarytranslationtheorythatthetaskoftranslationistorealizetheinter-lingualmeaningtransformationasperfectaspossibleandtoseektheaccuratemeaningcorrespondenceaspossibleundertheconditionofgivingfullplaytothesocialfunctionsoftranslation.Healsopointedoutthattranslatorsmustgraspthecharacteristicsoftranslationoperationobjectiveconstraintsandsubjectiveinitiative.Withtherapiddevelopmentofeconomicglobalization,moreandmoreforeigntrademarkwordsentertheChinesemarket.EspeciallyafterChina'saccessiontotheWTO,theopeningoftheChinesemarketmakesmoreandmoreforeigntrademarkwordsandChinesemanufacturersjointlylaunchlocalizedproductsthatmeettheneedsofChinesepeople.Thislocalizationnotonlyincludesthequalityandshape,butalsoincludesthelocalizationoftrademarkwords.ThemostimportantpointofthelocalizationoftrademarkwordisthatitshouldcontainChinesecultureafterbeingsinicizedandcatertotheneedsofChinesepeople.Intheprocessoftranslatingautomobiletrademarkwords,weshouldnotonlyrefertothegeneralstrategiesandskillsoftranslatingtrademarkwords,butalsoconsiderthecharacteristicsofimportedproducts.Inthispaper,theauthordiscussesthetranslationoftrademarkwordsfromthefollowingaspects:theculturalbackground,theculturaloriginoftheproductitself,theskillsandstrategiesintranslation.Trademarkisthemarkofcommodity,whichistheconcentrationofthedistinctivefeaturesofcommodityandthecorepartofcommodityculture.Trademarktranslationisthereversetransformationprocessfromdecodingtocoding,thethoughtsandfeelingsintothetranslator,knowledgelevel,culture,religiousbeliefs,livingenvironmentandotherfactors,agoodtrademarktranslationcanvividlytotheoriginaltrademarkname,featuresorcontent,toimproveproductvisibility,toopenthemarket,strengthenthemarketshare.IntroductiontoSkopostheoryFoundedinthe1970s,thetheoryofJapanismainlyrepresentedbytheGermanfunctionalistscholarsVermeerandNord.Skopostheoryholdsthattranslationshouldfollowthreegeneralprinciples:skoposrule,coherenceruleandfidelityrule.Thefirstmajorprinciplethatalltranslationactivitiesshouldfollowistheprincipleofpurpose.Skopostheorysumsuptheintendedpurposeoftranslationintothreecategories:thepurposeofthetranslator,thecommunicativepurposeofthetargettextandthepurposeofaparticulartranslationmethod.Thefidelityprincipleandthecoherenceprinciplearesubordinatetothepurposeprinciple.Accordingtothetheoryofday,theexpecteddayofatranslationdeterminesthetranslationmethodsandstrategies.SkoposTheorywasproposedbyGermantranslationtheoristHansVermeer.Hebelievedthatthetranslationtheorymainlyfocusedonliteralequivalencewasnotconsistentwithpractice,andtriedtobreaktheresearchontranslationfromthetheoryoflinguistictranslationcenteredontheoriginaltext,believingthattranslationwasapurposefulbehaviorbasedontheoriginaltext(songxiaoting,2011).Thatistosay,whentranslatingatext,itisnotonlylimitedtothestructureandmodeoftheoriginaltext,butalsofollowsthewritingintentionoftheoriginaltextandtheintentionthattheoriginalauthorwantstoconvey.Intheframeworkofskopostheory,oneofthemostimportantfactorsdeterminingthepurposeoftranslationistheaudienceandreaders,whohavetheirownculturalbackground,growthexperience,expectationsfortranslationandcommunicationneeds.Eachtranslationisaimedatacertainaudience.Therefore,translationisbasedonfollowingthelinguisticenvironmentofthetargetlanguageandtranslatingthesourcelanguageintothetextacceptabletothetargetlanguagereaders.Themostimportantfactordeterminingthetranslationprocessisthepurposeofthewholetranslationbehavior,whilethemostimportantfactordeterminingthetranslationpurposeistheexpectedrecipientoftherecipientofthetargettranslation,whohastheirownculturalbackgroundknowledge,expectationsforthetargettranslationandcommunicationneeds.OnlywhenatranslationconformstotheculturalbackgroundoftheJapaneselanguageandachievesthecommunicativepurposeexpectedbyreadersofthetargetlanguagecanitbeacceptedbyreadersofthetargetlanguageandplaytheexpectedcommunicativefunction.ThethreeprinciplesofteleologyInteleology,theprincipleofpurposeisthemostimportantandbasicprinciple.Vermeerexplainstheprincipleofpurposethisway:everytexthasapurposeandrevolvesaroundit.(1)Themostimportanttaskofthepurposeprincipleistobreakawayfromthetraditionalequivalenttranslationandrealizethefreetranslationbasedonthepurpose.(2)Fidelityprinciple.Thefidelityprincipleisdifferentfromtraditionaltranslationtheories,mostofwhichemphasizetheimportanceofthesourcelanguage.Infact,itisverydifficulttobefaithfultothesourcelanguageinallrespects,becausethecontextofthesourcelanguageisdifferentfromthatofthetargetlanguage.Inthiscase,theGermantranslationtheoristNordproposedtheprincipleoffaithfulness,emphasizingthatthetranslatorshouldnotonlyrespecttheintentionoftheauthorofthesourcelanguage,butalsoberesponsibletothereaderofthetargetlanguage.(3)consistencyprinciple.Thecoherenceprinciplemeansthatthetargettextmustbereadbythetargetreader.Inordertobecoherent,thetranslatormustbefamiliarwiththecontextofthetargetlanguage.Translationshouldnotonlybefaithfultotheoriginaltext,butalsoensurethecontinuityofthelanguage.ConsiderationsfortheChinesetranslationofcosmeticstrademarksundertheguidanceofskopostheoryInordertorealizethefourfunctionsoftranslatingcosmeticsintoChinese,translatorsshouldconsiderthreefactorsinthetranslationofcosmeticstrademarks:highlightingthehistoricalandculturalcharacteristicsoftheChinesenation,cateringtothepsychologicalcharacteristicsofChinesefemaleconsumers,andconformingtothecharacteristicsoftheChineselanguage:3.1highlightingthehistoricalandculturalcharacteristicsoftheChinesenationAforeigncosmeticsbrandstobreakintothemarketinourcountry,thehighlightofChinesenationalhistoricalandculturalfeaturesofChinesetranslationwillplayacrucialrole:first,theChinesetranslationofforeigncosmeticsbrandoftencanbefoundintheclassicalpoetryinspiration:forexampleNuskin'sChinesenamesuchas"new"isoriginatedinthesongdynastypoetmeiyao-ch'enthesendtiantaibrahmanishere,"shethenandnow,qingchangednotonlyasanewlight:"second,TaoismisChina'snativereligion,attachimportancetotherelationshipbetweenhumanandnature,whichisembodiedinbrandnametranslationfromChineseintoplantname,suchasamore(Amwre)andthenameofthephenomenonofsketching,moreSuchasInnsfreeandLAMER;Third,somespecialculturalimagesinChinesehistorycanalsobeusedtotranslatecosmeticsintoChinese,suchastheuseof"fei"inBenifitandFrontCover.3.2InlinewiththecharacteristicsofChineselanguageIntheprocessoftranslatingforeigncosmeticstrademarknamesintoChinese,thecharacteristicsofChineselanguageshouldalsobetakenintoaccount.Threedropsofwatermeansrelatingtowater;Theheadofagrasswordindicatesthatitisrelatedtoplants;Thefemalecharacterbesidemeansthatitisrelatedtowomen:thesecharactersoftenappearintheChinesetranslationofcosmeticstrademarks,suchasbao,luandjinbesidethewangcharacter;Threewaterofthepark,qing,Yangandsoon;Inaddition,manycommendatorycolors,adjectiveswithbeautifulassociativemeaningssuchaselegant,qian,yueandcharmareoftenusedintheChinesetranslationofforeigncosmeticstrademarkstogiveconsumersagraceful,elegant,freshandbeautifulfeeling.4Trademarktranslationstrategy4.1TransliterationTransliterationmeanswithoutviolating,languagespecificationanddoesnotcauseanerrorundertheconditionofassociationormisunderstanding,accordingtoitspronunciation,useEnglishtrademarkwordsandthelanguageofthesameorsimilarChinesewordtranslationmethod(XuJinqi.2002):transliterationiscommonlyusedinChinesetranslationofpropernouns,suchasthenamesofGivenchy(Givenchy),Elizabetharden,(ELIZABETHARDEN):examplesofotherpropernounsare:Amynai(Elvena),tappingcosettefe(MakeUpFor(),suchas:XuZhenzhong(1993),homophonicpun,amethodisputforward,namelytheselectionandtheoriginaltrademarktranslationinthepronunciationisclosetoandmeangoodwords,willbethefunctionofthegoodsatthesametime,thepurposeorstapleformshownintranslation:Forexample,SouthKoreafamouscosmeticbrandMISSAtranslationinChineseis"mysterystill",homophonicis"infatuation":choosetransliterationmethod,whichcannotonlypreservethebeautyoftheoriginalbrandname'srhyme,butalsobetterpreservetheexoticsentiment,caterstothepsychologyofsomeconsumers'preferenceforforeignbrands,andrealizestheproductrecognitionfunctionandqualityassurancefunctionoftrademarktranslationfromChinesetoChinese.Intransliteration,ChinesecharacterswithsimilarpronunciationcanbetranslatedwordbywordaccordingtothepronunciationofEnglish,whichismainlyapplicabletotrademarksofpersonalnamesandplacenames.WaltDisney(WaltDisney)productioncompany,basedonthenameofthecompany'sfounderWaltDisney;PierreCardinisbasedonthenameofthedesigner,PierreCardin;Pondscosmetics,inhonorofTheronT.Pond,apharmacistinUtica,n.y.Santana,SanTanawasthenameofavalleyinCalifornia.SomeEnglishtrademarkwordshavemorelongsyllables,whichcanbesimplifiedbyprovincialtransliteration.Thetradenameofmajorelectronicsandsmallcomputermakerhewlett-packardCo.,acombinationofthenamesofitsfounders,w.h.lettandd.p.ackard,isabbreviatedas"HP,"whichtranslatesas"HP"inthesenseof"benefittoconsumers."Accordingtothepronunciationoftheoriginaltrademark,thenewtrademarkiscreatedbytranslatingthefivethousandyears'accumulationoftheChinesenation,whichisprofoundandhasChinesecharacteristics.Forexample:BMW(BMW)automobile,thetrademarkBMWisderivedfromtheGermanBayerisheMotorenWerkeofthethreeacronymsoftheGermanBavarianautomobilecompany.Thetranslatortranslateditinto"BMW"accordingtoxinqiji's"BMWcart-fragranceroad"(jadecaseyuanxi),whichremindsChineseconsumersofBMW,whichtravelsthousandsofmileseveryday,andconnectstheautomobileperformancewiththecharacteristicsofBMW.4.2LiteraltranslationLiteraltranslationintheprocessoftranslationwhichretainthemeaningoftheoriginalimageandthesyntacticstructureoftranslationmethod(XuJinqi.2002):theuseofliteraltranslationmethodmustbebasedontheoriginalandthetranslationinwordmeaningandpartofspeech:onthebasisofbasicconsistent,forexample.GoverGirlwasliteraltranslationfor"CoverGirl",becausenomatterChinaandforeigncountries,CoverGirlisafullofcharmoftheimage,"CoverGirl"and"CoverGirl"areequivalentinmeaningandnatureofthesameexamplesarelyrics(Ballad),truelovezones(TrueLove),Color(ColorZone,etc.:fromtheperspectiveofJapanesetheory,theChinesenamestranslatedwiththeliteraltranslationmethodcanwellexpresstheconnotationoftheoriginaltrademarkandhavethefunctionofproductrecognitionandadvertisingwiththeoriginaltrademark.FortheChinesetranslationoftrademarks,ifthetranslatorsimplytransliteratesthetrademarksaccordingtotheoriginaltext,therearecountlesspossibletranslations,butmostofthetranslatedtrademarkscomposedofdifferentwordsaremeaninglesstoChineseconsumers.TheoriginalmeaningofaforeigntrademarkmaynothavethesameeffectonChineseconsumersasitdoesinthecountryoforiginifitissimplytranslated.Therefore,intheprocessoftrademarktranslation,itbecomesveryimportantforthetranslatortogivefullplaytohisownsubjectiveinitiativeonthebasisofculturalfactors.TaketheAmericanbeverageCoca-Cola,forexample.ThepronunciationofthetranslatednameisnotonlyreservedfortheEnglishpronunciationofCoca-Cola,butalsoimpliesthetasteandeffectoftheproduct,whichhasbeenrecognizedbyChineseconsumersandisregardedasamodeloftrademarktranslation.Thiscasefullyreflectsthatonlybygettingridofobjectiveconstrainconstraintsandgivingfullplaytotheirownsubjectiveinitiativecantranslatorstranslatethebrandnameacceptedbyconsumers.4.3FreetranslationXualsopointedoutthatthefreetranslationisnotandtheunionoftheequivalentoftheoriginalcontentandform,butpayattentiontothetranslationandtheoriginalfunctionoreffectequivalent(XuJinqi,2002):forexample,transliteratedinto"theOriginsofthetrademarkifRuiJinSi"oras"origin"arealltoocommon,andthetranslatorbreakthroughthetraditionalmethodofthresholdistranslatedintothesourceof"yuewood",notonlyreflectsthecharmoftheproduct,alsoaccordwiththecharacteristicsofthefourChinesecharactersstructure,andchoosesayasenseof"yue"wordandthesymbolofthenatural"wood"word,Thesameexamplesare:AQUAIR,LAMER,Rejoice,etc.FromtheperspectiveoftheJapanesetheory,thetranslationofmeaningismainlyusedtorealizetheproductrecognitionfunctionoftheChinesetranslationofcosmeticstrademark,supplementedbythefunctionofaestheticappreciation.Thetrademarkofsomegoodshasadistinctmeaninginitself,andinbothChineseandwesterncultureshaveelegantandbeautifulmeaning,whichcanbetranslatedbyfreetranslation.Bhuebird,forexample,isthepantomimeB1uebird,inwhichBelgianwriterMauriceMaterlinekwontheNobelPrizeforliteraturein1911.WhentranslatedintoChineseas"bluebird",because"blue"means"green","bluebird"means"bluebird".Inthetangdynasty,lishangyinwrote:"therearenomorewaystovisitmountainthantovisitthebluebird".Thebluebirdisthemessengerofpenglaifairylandandthesymbolofgoodinformation.Chineseandwesternculturesareunifiedthroughtransformationhere.Ifsometrademarksaretranslatedliterallyaccordingtotheirliteralmeanings,theymaynotbeabletofullyexpresstheconnotationofthetrademarks.Atthistime,themeaningscontainedintheoriginaltrademarkscanbeincreasedordecreasedaccordingtotheoriginalmeaningsofthetrademarks,soastomakethetranslatedtrademarksmoresuitableforconsumption.Forexample:Trarsfer,theoriginaltrademarkmeans"transformation",butthetranslatorcleverlyaddedtheword"kingkong"."Kingkong"inthehannationalitycultureisthenameoftheBuddha'sbodyguard,foritsholdingadorjeisnamed(aweapon)inIndia,intheChinesemind,great"kingkong",thesuperiorskillstostruggleagainstevil,evervictorious,istheembodimentofhardenedwarriors,"transformers"asbrandnametoys,ofcourse,arepopularamongChinesechildren.ConclusionTranslationisanactofinformationtransmissioninwhichatranslatortransformsonelanguage(sourcelanguage)intoanother(targetlanguage).Eachnationhasitsownuniqueculture,itshistoricaltradition,religiousthought,customs,valuesandpoliticalsystemaredifferent,culturaldifferencesareboundtoexist.Therefore,intheprocessoftranslation,thetranslatorshouldnotonlyconsiderthesurfaceinformationofthesourcelanguageandthetargetlanguage,butalsofullyconsidertheculturalfactorsofthetwolanguages,soastobeabletotranslateatranslationthatconformstothetargetlanguageculture.Fromthispointofview,translatorsarealsocarryingoutcross-culturalcommunicationwhilecarryingouttranslationbehaviors.Trademarktranslation,asakindoftranslation,naturallyrequirestranslatorstotakeculturalfactorsintoconsideration.Trademarkisaspecialmarkofcommodities,butalsotheunityoflanguageandnationalculture.Thetranslationoftrademarkisnotonlytheproblemofthetranslatedname,itinvolvestheimageoftheproductandthecommercialopportunity,thetranslatednamemustbeaccurateandappropriatewithoutlosingthecommercial,toachievethepurposeofextensivepublicityandpromotionoftheproduct.Thetranslationoftrademarkwordsisakindofcross-culturalcommunication,whichneedstostudytheconsumptionpsychology,languagecharacteristicsandculturalcustoms,andsoon.Onlybyunderstandingconsumers'consumptionpsychologyfromacross-culturalperspective,respectingthenationalculture,accuratelygra