意美、音美、形美—英文商标的汉译

商标名是一种特殊的语言符号,它能反映出一个国家的文化。商标名的翻译具有跨文化交际的重大意义。英文商标翻译成中文的过程并不能只注重原语与译语符号的语义等值,而更应强调语用等值。笔者通过对广告上出现的英文商标的中文翻译进行比较研究,根付舌出了英文

  Chapter 1 Introduction

  With the rapid development of China's economy,more and more foreign business start targeting at China,foreign goods pouring in this huge market.To establish oneself in the competitive market,foreign business faces two major tasks:one is the quality of the products;the second is product trademark translation.Because the trademark represents the image of products and the whole enterprise.Trademark is commodity producers or operators to make their goods with which distinguish the goods of others and the use of a significant mark,this sign often use text or graphics,alone or text and graphics.So the trademark translation is of great significance.Here it refers to the trademark translation is the script of trademark translation,specifically,refers to the English Chinese translation of trademarks.From language form,it isconcise and easy to understand the composition of the trademark,compared with other forms of interlingua transformation,the translation process from the deeper languages,such as sentences,paragraphs,chapters,the influence of the level,and therefore looks be like simple,as a result,the trademark translation is not as much attention.However,Professor Qian Guanlian"for the creation of any tool,there are two levels of requirements:practical and aesthetic."Trademark translation should be the sound of the perfect unity,but also across the culture of target language barriers,meet people's aesthetic taste and consumption psychology.The translation of brand names(such as novels,etc.)with other forms of text translation,has its own characteristics.Brand naming is mainly to attract the attention of consumers and interest,so as to arouse the desire to buy of consumer.Therefore,English trademark translation process,not simply from the source language into target language process of semantic equivalence,people should paymore attention to the culture of target language,in line with the target language consumers'value orientation,aesthetic taste,and consumption psychology and so on.
  Trademark translation should own imagination and creativity as much as possible,dig out goods and common feature in the history of Chinese culture,and to close to the Chinese culture as much as possible to ensure the consensus of others.Therefore,trademark words besides can response goods attribute,is itself a kind of important social culture,it is like a bridge,the east and the west culture,enterprises,goods and consumers are closely linked.English brand names translate into Chinese brand name translation,also need to translation theory to guide,need certain translation strategies.Therefore,itis not easy to do a good job in the translation of trademark,they also need to master a certain number of translation skills.The author analysis was studied for the English trademark translation,and will be"sense beauty,form beauty and sound beauty"as the standard,the principle of draw lessons from the experiences and lessons of the current existing trademark translation for English trademark translation should follow the principle of theory and skills.
  In the rapid development of commodity economy in modern society,the trademark as a producer to identify their identifiers production and sales of products,it has the important function of advertising,and registered trademarks are protected by law.Especially in today's economic globalization,foreign goods pouring into China,Chinese translation of foreign trademarks has become a very real problem.
意美、音美、形美---英文商标的汉译

  Chapter 2 The Characteristics of the English Trademark Translation

  2.1Equivalence

  After the trademark translation from Chinese into English,the English translation must conform to the Chinese text in form and content on the purpose of the pursuit.Nada,a well-known American translation theorist,has put forward the concept of translation Equivalence Principle(Principle of Equivalence),he pointed out that"each language each has its characteristics.If you want to have effective communication activity,we must respect the language of their respective characteristics.An effective translator,not impose structure in the form of a language to another language,but is ready to make a variety of forms necessary adjustment,with the structure of language translation reproduce information."He believes that the purpose of translation is primarily to the original and the translation in the content of information,speaking style,style,language and culture,social customs and so on various aspects to achieve equivalence.According to this theory,the English translation of a trademark should be sound,meaning,form various aspects,and the equivalence of the original.

  2.2 Popularity

  After the English trademark translation from Chinese into general short and concise,right,if the brand name is too long,not only convenient memory,and from the perspective of consumer psychology,to a certain extent,also affect consumers'shopping behavior.Such as apparel brand Metersbonwe,translated as"Metersbonwe"is a bit long,a lot of people usually call it"BangWei".Brand name should be easy to recognize to remember at the same time,not only to the short,and more to do it easy to read,choose some more people happy Chinese vocabulary,especially in the social life of common words or classical Chinese words,in line with the understanding level of the masses.

  2.3 Emotional

  Trademark is the most important role for advertising products and sets up the image,it is very practical results.After the English trademark translation from Chinese into can't from this characteristic,the attention to equivalence at the same time,consumers must have moved at the same time,the function of stimulating consumer spending,which is to judge whether a brand one of the principles of success.If advertising translation can't effect on country to encourage the growth of consumption idea,is not to achieve the actual effect of trademark translation.Trademark translation is not only expresses,more important is to should be,really real attract customers,its inherent charm to attract.

  2.4 Profound

  English trademark translation can be flexible according to the original English pronunciation,the meaning of processing,choose very clever combination of Chinese words,associative meaning in order to achieve the effect of the infinite.Such as beverage trademark coca cola,itself has no meaning,translated as"Coca-Cola",the method is given priority to with transliteration,but taken by transliteration when not selected according to the rules of pronunciation,Chinese characters but the use of a special language phenomenon in Chinese-harmonics,is known to see food commodities,for consumers to purchase food nature is meaningful.

  Chapter 3 Translation standard of the beauty in sense,sound and form

  3.1Beauty in Sense

  Artistic conception beauty.Artistic conception beauty commodity name refers to the name of the commodity by lexical meaning or constitute a word combination of lexical connotation foil gives certain artistic conception,let a person produce rich associations,arousing people yearning and pursuit of good things,produces aesthetic feeling in consumers'mind,so that the products stand out,let consumers are willing to accept.For example:detergent Tide of translation"Tide",not only in pronunciation and the original sound is very close,and is a see there is a kind of"net clean,besmirch Tide"Lenovo,not only show the categories of products,more highlights the characteristics of the product;Malden form corsage describes of the female curvaceous incisively and vividly."Sprite"iris(seal)drinks,feels"glittering and translucent green,ice cool",in scorching summer who don't want to bite!However,every aspect of human life is influenced by culture."Cultural restrictions and regulations we feel the world and forming process,so that we gradually formed some decided by cultural awareness set(Pereelotllalsets).These set not only affect our perception and awareness of the feelings of external stimulation,more importantly,they greatly affect our judgment of external stimulation,namely how to feel exciting meaning."(Sam watts,etc.,p.38)when a member of information issue is a kind of culture,and the information of the recipient to members of another culture,inevitable cross-cultural communication.Cross-cultural communication is facing a problem is,by a cultural language symbol encoding information must be given in another culture language decoding information,this information is sent later,with the coding have left it is coded to express a sense of the culture,when it arrived at will be decoded culture,at least the information has been affected by the decoding cultural meaning,namely the decoding culture has more or less input coding information.The fact that a change has made the significance of the original information,the original information is not the original thing in the world,combined with the coding and decoding of the cultural differences between ideas of personal factors,the original information will be further the meaning of the change(Cai Jianping,1997:20 a 21)therefore,the translator in translation of the underlying meaning of beauty,must focus on trademark social pragmatic equivalent translation.And social pragmatic equivalence,in order to realize the trademark translation must be from the perspective of social and cultural communication examining the use of language.If the pragmatic meaning of the original trademark words,because of the two cultures in common for the readers to understand and accept,translation is not hard to;Whereas the pragmatic meaning of words in the original because of the two cultures of the opposite sex is not easy for the readers to accept,it is more difficult to achieve social pragmatic equivalent translation.The translator must be familiar with two kinds of different language of pragmatic principles,knowledge of cross-language,cross-cultural communication,try to communication and pragmatic differences,can achieve the equivalent translation.Beauty.

  3.2 Beauty in Sound

  Rhyme beauty refers to the commodity name sounds loud and clear,rhythmic,and music,give a person with acoustic sense of beauty to enjoy.Successful brand translation should be easy to remember and read catchy.Trademark word translation from Chinese into English in the beauty of attention also should be balanced with the characteristics of Chinese language itself,especially the"dual"tendency of Chinese.Chinese dual tendency refers to the vast majority of Chinese vocabulary is composed of two syllables.This is because,as a major component of Chinese words are composed of two syllables.It embodied in Chinese on the trademark as consisting of two syllables,such as:permanent,beautiful,And Furry,since,changhong,and so on.Different from Chinese,English no dual tendency,English trademark words without any constraints and rules on composition of syllables,less than 1 to 2 syllable,more than five or more,show the larger arbitrariness.As one syllable:Nike(shoes),Kent(cigarettes),Driest(sweater);Two syllables:John-sons(health supplies),Rejoice(shampoo);Three syllables:many(beer),Konica(camera);Four syllables;Motorola(electronic products),Hewlett-pack ward(HP),Proctor and Gamble(p&g);5(above)syllable:American Standard(sanitary ware),etc.Given the number of syllables between English and Chinese brand in the different requirements,the translation of English trademark words,should as far as possible will be translated into Chinese standard composed of double syllable word,consistent with Chinese"dual"tendency,which accepted by Chinese consumers."Holstein"(beer),for example,can be translated as"good";"Kodak"translated into"Kodak";"Phi loco"air conditioning in the United States,Chinese trademark is"mountain",the"fly"is the phi,"song"is c.The harmonics,and Icy province translation;"Many of the original"translated into"hundreds of DE visor,is translated into"Budweiser";"Kent,as a"health","to dual tone,add a"brand"is called"Kent";"Good Company in''not translated into"Good friends",but translated into"friend"."American Standard"Chinese translation for"American Standard".Here,the translator first translate its connotation of the"American standard",and then synthesize the connotation of the"American standard",both are in conformity with Chinese characteristics,and convenient for memorization.To sum up,the translation of English trademark words,and try to put them into Chinese word"dual"tend to be consistent with the trademark,try to avoid will be based on common nouns in the English trademark words translated into the disyllabic,does not represent any meaning of Chinese trademark words.However,some English trademark words is often translated into three or more than three syllables,mainly reflected in two situations:(1)based on the English trademark translation of names is similar to the Chinese name of Chinese trademark,such as"McDonalds"original translation for"McDonald",now translation"McDonald's",in accordance with characteristics of Chinese surnames,facilitate memorization Chinese consumers to accept;(2)for harmonics take meaning needs a flexible approach,"Head&Shoulder''translated into"Head and shoulders","Dunhill"translated into"Dunhill."but more than double syllable Chinese trademark few,after all.

  3.3 Beauty in Form

  Form the United States,in terms of poetry translation,namely the same as the original format and rhythm of poetry,this kind of"form beauty"to build on the basis of"shape".For the trademark translation from Chinese into English,is the standard should have the form of trademark translation,in the language to be short and concise,the use of words is easy to see,is easy to read,understand,value should be memory,unfavorable use obscure words and better use beautiful words.For example:Avon(Avon),Qian(Arched),(Ardor),and"Colgate"(Colgate),"safeguard"(Safe-guard),"Johnson&Johnson(Johnsons),etc.The translation in the language is easy to recognize,easy to read,easy to look at the characteristics of also is what we call beauty.The translation of the products are popular,in addition to the factors of the product itself,are also associated with translation standard is concise and easy to remember.In today's world,the competition of the commodity is,in fact,the brand competition,brand is considered to be the intangible assets of enterprises.With the development of economic globalization,Commodity Exchange is becoming more common,frequently,appear in front of the Chinese consumer's translation standard is more and more.Only those pithy trademark easy for consumers to our memory,its marketing function into full play.The trademark of form beauty also refers to the beauty of the trademark of composition.The composition of the formal beauty belongs to the category of industrial design,this article is not to do now.

  Chapter 4 The Theory Rule and Skills of English Trademark Translation

  4.1 Literal Translation

  The so-called literal translation is without violating the translation language specification and does not cause error under the premise of Lenovo or misunderstanding,keep the meaning of the original image in the translation and the method of syntactic structure.This way to convey the original language semantics,moral reproduce the culture behind the language.This method can be applied to popular part and inventing words.Inventing words can adopt the method of literal translation because they as mentioned above are based on certain vocabulary theory according to the composition,the characteristics,of the goods represented by the performance and effect have suggested effects.It faithfully the meaning of the original trademark,generally limited to those on the practical application of moral meaning beautiful,elegant,gorgeous words English trademark.Its translation is to express the meaning of the original trademark,and concise and easy to read,and the original text have the same promotion function,such as:with the Blue Bird do brand cars usually literal translation as"bluebird",Blue Bird Canon out Belgium writer MaurieeMaterlsnek2911 years(the Nobel Prize for literature)pantomime Blue Bird.The Bluebird symbol"future happiness",used as a car brand,translated into"the source of happiness".Tang dynasty Li Shangyin has did:"Pengshan this to no more way,attentive to agent see"birds"."Bluebird"is the angel of Pengshan wonderland,and the"green"and"blue"of Chinese blue,equivalent to English"bluebird"two characters not only read catchy,cultural connotation and some similar,are preferred.And as to the Crown of"Crown",Diamond,translated as"Diamond",Chinese and English two kinds of trademark have suggested that it represents the noble image of the product;The Pioneer:translated into"pioneer",give a person the sense with a catch up time.

  4.2 Transliteration

  Transliteration,refers to the target language without violating language specification and does not cause an error under the condition of association or misunderstanding,according to its pronunciation,will be the language of English trademark words with the same or similar method of Chinese word for translation.The translation is mainly used in English trademarks from proper nouns and inventing words Chinese translation of trademark words.Derived from ordinary English vocabulary in English,of course,also include trademark transliteration method,such as Spirit,as the"Sprite",Shad transliterated into"sharp".In addition,such as N COINS pond a Nippon(paint),Anchor second encore(food),etc.This kind of translation is faithful to the original trademark pronunciation,faithful to the original trademark"call function"(vocative plus notion).(HongWenham,1997:45)transliteration method can be divided into pure transliteration method and homophonic pun translation.
  Pure transliteration method is also called"direct transliteration method",namely according to the English pronunciation of the English trademark words,and choose as far as possible the same Chinese characters together,even if these phrases in Chinese doesn't make any sense.Pure transliteration method are mainly used in the proper nouns or something on the vocabulary of English trademark words translation,the translation faithful to the original trademark the call of the function,keep the English trademark rhyme beauty.Such as Kodak,SONY,Motorola,Motorola,DuPont,Siemen,Siemens Buick a Buick,and so on.Pure transliteration method is translated into Chinese translation standard is not accord with the combination of the words in Chinese conventional mode,but the articulate,and pay attention to the level and oblique tones and syllable length change,nor ancient,strange words,thus easy for native Chinese speakers of Chinese consumers to accept,novel and chic,foreign flavor,cater to the curiosity of people,achieve the goal of the marketing.

  4.3 Liberal Translation

  Free translation is also called the creative translation(Liang Zhejiang,2001:2001),is a trademark of conventional translation methods(such as transliteration,literal translation,chromatic half Italian translation)of a complementary,aimed at different approach,in a very rationally solve some"persistent"problems in trademark translation.Trademark translation has its particularity,it can and should have its own translation standards and translation methods.The function of the trademark is to identify products,to provide product information.Trademark translation verve,sometimes have to get rid of the bondage of the original trademark literal meaning,to explore new ideas,to create excellent translation.Free translation is not constrained by the translation and the union of the equivalent of the original content and form,but pay attention to the translation and the original function or effect of equivalence.Such as imported milk powder DutchLady translated as"mother"milk powder is a good example.This translation is not limited to literal meaning,but instead,reorganizing,and the verve of the original trademark are interlinked.(Pan Gong,19%:27)in the same way,is known for its global P&G(Procter&gamble)company's brand of shampoo Rejoice translated as"rejoice","Rejoice"means"joy and wonder,"if your meaning is translated into Chinese,is flat,featureless,while"rejoice"break the original trademark literal meaning,with elegant,silky hair into contact;American ford company in the world want to penetrate Taiwan automobile market competition is intense,and joint venture with Taiwan and car factories respectively done"and"ford automobile manufacturing company,launch a car Cortina.Advertising the car after they leave,they first encountered the problem is this brand how to translation,after repeated thinking,think that the product is targeted at young people,and creatively put it into the"run".As a result,the"run"a listed,only because of a multitude,there is a certain market.In addition we can also meet in daily life such as Mild Seven-all the Ball Shun card and so on,are the result of the free translation.

  Chapter 5 Conclusion

  In today's era of brand competition,as the representative of commodity trademarks,and translation plays an important role in marketing,and indirect spiritual and cultural influence on society.As a translator,we must be good at gauge consumers'consumption psychology,and flexible use of various methods and techniques of trademark translation,draw lessons from the successful experience of the existing trademark translation,learned their lesson,English trademark translation must"meaning beauty,form beauty and sound beauty",to shine in the business.On the surface,the trademark translation seems to be only a conversion between language,and language is the carrier of culture,so the trademark translation is a cross-cultural communication.The culture of a country or a region,usually by different historical background,values,religion and so on factors.The same brand name in different languages may cause different meaning due to cultural differences.So,in the process of translation from Chinese into English trademark,must pay attention to of our country
  The translation of English trademark looks be like simple,but almost makes us nowhere.It is difficult as to create a new brand name.Translation from Chinese into English trademarks depends heavily on the translator's creativity and imagination,also need a translator flexible use of trademark translation methods,gauge target language consumers'psychology,and in this way,the brand name translation can bring unlimited business opportunities and vitality.

  Works Cited

  Yang G Z.On Beauty in Sense,Sound and Form[J].Shanghai Journal of Translators Forence&Technology,1999.
  Xu J.Beauty in Sense,Sound and Form-On Translation of English Trademarks into Chinese[J].Foreign Languages&Their Teaching,2002.
  Zhi-Jian B L.On the Translation of Trademarks from Chinese into English[J].Journal of Ningxia University,2001.
  Liu F.Some Crucial Issues In C-E Translation of Trademarks[J].Chinese Translators Journal,2003.
  吴昊(Wu Hao).从“三美论”的角度比较《泊秦淮》的两个译文[J].校园英语,2017(50):246.
  姚琴(Yao Qin).意美、音美、形美——论Watson的《史记》译本[J].名作欣赏,2017(32):66-67+101.
  章晓昕(Zhang Xiaoxi).“三美论”视角下的《诗经·国风》许渊冲英法译文对比研究[D].北京外国语大学,2017.
  孔萌哲,李明秋(Kong Mengzhe,Li Mingqiu).许渊冲“三美”理论在中国古典诗词翻译中的应用[J].文教资料,2017(12):16-17.
  梁宁宁(liang Ningning).翻译诗词的三美原则[J].科学大众(科学教育),2011(04):150.
  王厚平(Wang Houping).美学视角下的文学翻译艺术研究[D].上海外国语大学,2010.
  廖红(Laio Hong).解读诗歌翻译的“意美、音美和形美”——许渊冲英译唐诗《枫桥夜泊》赏析[J].攀枝花学院学报,2006(05):36-39.
  许金杞(Xu Jinqi).意美、音美、形美——英文商标的汉译[J].外语与外语教学,2002(10):47-51.

  Acknowledgments

  First of all,I would like to show my deepest gratitude to my supervisor,a respectable,responsible and resourceful scholar,who has provided me with valuable guidance in every stage of the writing of this thesis.Without his/her enlightening instruction,impressive kindness and patience,I could not have completed my thesis.The keen and vigorous academic observation enlightens me not only in this thesis but also in my future study.I shall also extend my thanks to my parents for all their kindness and help.I would also like to thank all my teachers who have helped me to develop the fundamental and essential academic competence.My sincere appreciation also goes to the teachers and students from my university,who participate in this study with great cooperation.At last,I’d like to thank all my friends,especially my lovely roommates,for their encouragement and support.
下载提示:

1、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等,请点击“文章版权申述”(推荐),也可以打举报电话:18735597641(电话支持时间:9:00-18:30)。

2、网站文档一经付费(服务费),不意味着购买了该文档的版权,仅供个人/单位学习、研究之用,不得用于商业用途,未经授权,严禁复制、发行、汇编、翻译或者网络传播等,侵权必究。

3、本站所有内容均由合作方或网友投稿,本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺!文档内容仅供研究参考,付费前请自行鉴别。如您付费,意味着您自己接受本站规则且自行承担风险,本站不退款、不进行额外附加服务。

原创文章,作者:写文章小能手,如若转载,请注明出处:https://www.sbvv.cn/chachong/16765.html,

(0)
写文章小能手的头像写文章小能手游客
上一篇 2022年3月14日
下一篇 2022年3月14日

相关推荐

My title page contents