消除不良商標(biāo)翻譯的策略

The Strategies to Avoid
Bad Brand Translations


Contents

Abstract……..……………………………………...…………..………………………I
Key Words……………………………………………………………………………...I
摘 要……...………………………..………………………………………………......II
關(guān) 鍵 詞……...................................................................................................................................II
Introduction…………………………………………………………………….……...1
I. Introduction of Brand Name……………………...….…..………….........................2
A. Edification of Brand Naming Question……….……….…...……….…………...2
B. Necessity of Professional Correction……………........……..……………….......2
C. Values in Brand Name…………………………………………………………...3
II. Present Situation of Brand Translation……...………………………...………….. .5
A. Unsuccessful Cases of Brand Translation……………………………………….5
1. Lack of Aesthetic Psychology………………………………………………..5
2. Filled with Indelicacy………………………………………………………...6
3. Impropriety to British and American Idiom Culture…………………………6
B. The Difference between Bad Translation and Good Translation………………...7
III. Reasons for Bad Translation and Strategies to Solve the Problems ………………9
A. Reasons for Bad Brand Translation………………………..…………………9
B. Strategies to Surmount these Difficulties as a Translator…………………....10
1. Knowing the Characteristics of the Translated Brand and Commodity…...11
2. Understanding the Target Countries’ Culture and Tradition …..………......11
3. Attention to the Innovation in the Brand Translation……………………...12
4. Attention to the Standardization of the Language…………………………12
C. Strategies to Solve the Problem from the Other Aspects……………………..13
Conclusion……………………………………………………………….…………..15
Acknowledgements…………………………………………………………………..16
Bibliography……………………………………………………………….…...…….17
Abstract

In recent years, there are barriers and risks caused by international culture difference in export corporations of China. Now and again, there are cases that the sales of the export commodity are blocked because of mistranslation of brand names. In this paper, through unsuccessful cases, the author wants to make the readers know that an unsuccessful translation to the brand may make the sales of products fall quickly. The basic reason that caused the different results is cultural difference, which really makes the translators have difficulty in translating the brand names. Then, how to surmount the barriers caused by cultural difference in brand translation becomes an urgent task for the translators. Firstly, for the translators，the characteristics of the brand and commodity should be taken into consideration; secondly, the target countries’ cultures and the psychology of consumers are involved in translation of the brand names; finally, the translators should pay attention to the innovation and the standardization of the language. In a word, only when the translators improve their skills of translation, should the export of China have a bright future.

Key Words

Brand translation; export commodity; culture difference


摘　要

當(dāng)前,中國出口企業(yè)正面臨國際文化差異造成的傳播障礙與風(fēng)險(xiǎn),因商標(biāo)翻譯失誤影響商品出口的案例時(shí)有發(fā)生。本文將通過案例分析說明不成功的商標(biāo)譯名可使產(chǎn)品的銷售一落千丈。造成此種現(xiàn)象的根本原因在于語言文化差異。語言文化差異確實(shí)給中國譯者的翻譯工作帶來很大的難度,中國譯者任重道遠(yuǎn),怎樣超越語言文化差異進(jìn)行商標(biāo)翻譯工作成為一個(gè)不容忽視的問題。針對(duì)這一問題,本文為商標(biāo)譯者提供一些翻譯策略:首先,應(yīng)深入了解所譯廣告及商品的特點(diǎn)；其次,應(yīng)了解廣告受眾國的文化傳統(tǒng)及消費(fèi)心理,了解翻譯時(shí)應(yīng)注意的禁忌。最后,要注重創(chuàng)新和語言的規(guī)范化?？傊?只有提高譯者的商標(biāo)翻譯水平,才能從根本上解決中國出口問題。

關(guān)鍵詞

商標(biāo)譯名；商品出口；文化差異

Bibliography

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