商標(biāo)語(yǔ)的翻譯

The Translation of Brand Names

Abstract……………………………………………….………………………..……Ⅰ
Key Words…………………………………………….…………..…………………Ⅰ
摘要……………………………………………….…………………….……..…….Ⅱ
關(guān)鍵詞….……………………………………………………......................................II
Introduction................................................................................................................1
Ⅰ. The Principles of Brand Name Translation...………………….……….…............2
A. Advertising Nature of Brand Name Translation……………………………...2
B. Inductive Principle of Brand Name Translation………..........................………2
C. Aesthetic Principle of Brand Name Translation……………….……………….3
D. Equivalence Principle of Brand Name Translation…………….…..…………4
E. Observing the International Standard……………………...…………………4
F. Observing Our Country's Relevant Law………………….………..…….……..5
Ⅱ. The Methods of Brand Name Translation………….……………….…….………6
A. The Method of Chinese Pinyin………………………………..………………6
B. The Method of Paraphrase…………………………………….………………7
C. The Method of Transliteration…………………………………………………7
D. The Method of Word-Building………….…………………………………….8
1. The Method of Piecing Together and Adding Affix……………………….8
2. The Method of Misspelling……………………….….……...……………8
3. The Method of Compounding Words…………………………………….....9
4. The Method of Using the Corresponding English Words…….….…………9
Ⅲ. The Cultural Taboos of Brand Name Translation…………………….………......9
Ⅳ. The Problems in Brand Name Translation………………….…….……………...11
Conclusion…................................................................................................................13
Acknowledgements......................................................................................................14
Bibliography………………………………………..………………………...……15


Abstract

Translation of brand names is a form of intercultural communication. However we translate the Chinese brand names into English ones or translate the English brand names into Chinese ones, language laws, cultural psychology, aesthetic interest and some other factors will be involved. The translators should also pay attention to some cultural taboos and choose appropriate method to translate. Of course, brand name translation is not a simple thing.
Sometimes the good translated name likes the inherent one, when we translate brand name there is something we can do to strive for perfection. One good kind of commodity adding on a good name is not different with improving on perfection, and its charm is infinite.

Key Words

Translation of brand names; principles; methods; cultural taboos;


摘　要

商標(biāo)名的翻譯是一種跨文化交際形式，不管是中文商標(biāo)的英譯還是英文商標(biāo)的漢譯，都會(huì)涉及到語(yǔ)言規(guī)律、文化心理、審美情趣等方面的因素。商標(biāo)翻譯者在遵循翻譯原則的同時(shí)，也要注意一些商標(biāo)翻譯的文化禁區(qū)，并且選擇適當(dāng)?shù)姆椒▉?lái)進(jìn)行翻譯。當(dāng)然，商標(biāo)的翻譯絕不是簡(jiǎn)單的問(wèn)題。
有時(shí)好的譯名也有自然天成的味道，所以在翻譯商標(biāo)時(shí)我們大有文章可做，可以精益求精。一種好的商品，加上一個(gè)動(dòng)聽(tīng)上口的名字，無(wú)異于錦上添花，魅力無(wú)窮。

關(guān)鍵詞

商標(biāo)翻譯；原則；方法；文化禁區(qū)；

Bibliography

[1] Claire Kramsch. Language and Culture.上海外語(yǔ)教育出版社, 2000.
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[4] Nida, Eugene. The Theory and Practice of Translation. Leiden: F.J.Brill, 1969.
[5] Nord, Christiane. Translating as a Purposeful Activity: Functionalist Approaches Explained. Shanghai: Shanghai Foreign Language Education Press, 2001.
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