翻译中的字词选择.rar

Words and Phrases in Trademark Translation
翻译中的字词选择
5.5万字 27页
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Abstract

A trademark is a brand identification for a product or service and it can be written text, text in particular stylized form or a graphic symbol or company names and so on. As everybody knows, a trademark of a product is like a person’s name. According to a report, there are more than two million English trademarks in the world. A good trademark can help a company to set up a famous brand easily, and a trademark is also an important incorporeal for a company. Developed countries have mature markets and law systems, companies can design their products’ market selling strategy reasoningly. At the same time, pay more attention to trademark translation. Today, international trade is growing rapidly and becomes a major power for promoting every country’s economy. As a result, trademark becomes more and more important in international trade. In order to make a successful international trade, the first step is to make an appropriate trademark translation from one language to another. In the process of translation, we should not only have to retain the original meaning, but also pay attention ......


摘 要

商标是一个产品或者服务的识别标记，商标可以是书面文本，文本的传统形式，图形符号或者是公司名称等。众所周知，商品的商标如同人的名字。据统计，现今世界上有超过两百万个用英语注册的商标。一个合适的商标可以使厂家更容易的建立起商品的口碑，也是企业无形资产的重要组成部分。在发达国家，由于拥有成熟且完备的市场及法规制度，企业都能很理性地设计产品的市场销售策略，同时把注意力更多的放在了商标的翻译上。如今，随着经济一体化进程的加快，国际贸易也日益频繁，同时国际贸易也已经成为促进世界各国经济发展的重要动力。因此，商标在国际贸易中也变得越来越重要了。要想使商品贸易取得成功,我们首先要做的就是对商品的商标进行从一种语言到另一种语言的合适的翻译。在翻译的过程当中,我们不仅仅应该保留产品原有的主要宗旨,而且必须注意国家的文化，宗教信仰和消费者的心理。与其他的翻译不同，商标翻译必须要简单，明了。简单明了的商标可以给消费者留下美好而深刻的印象，从而使产品赢在起跑线上。商标翻译有直译，音译，意译，音意结合这几种最基本的方法。这就要求我们要运用语言，市场营销，艺术等多方面的综合知识。这篇论文主要目的在于介绍商标翻译的不同方法，分析可能出现的问题以及提出一些好的建议。

关键词：商标；翻译；国际贸易；方法




Contents

1. Introduction--------------------------------------------------------------------1
2. Theories of translation--------------------------------------------------------2
2.1 Definition of translation-----------------------------------------------------2
2.2 Theories of translation-------------------------------------------------------3
3. Definition of trademark translation------------------------------------------6
3.1 Definition of trademark------------------------------------------------------6
3.2 Some views about trademark translation----------------------------------7
4. Different methods of trademark translation---------------------------------8
4.1 Literal translation-------------------------------------------------------------8
4.2 Transliteration-----------------------------------------------------------------9
4.3 Free translation--------------------------------------------------------------10
4.4 Transliteration combined with free translation--------------------------12
5. Analysis of cultural factors in trademark translation --------------------12
6. Conclusion---------------------------------------------------------------------19
References------------------------------------------------------------------------21



References
[1] Liuhong. Elementary Discussion on Translation Method of Trademark in Business English [M]. Shengyang: Journal of Shengyang Institude of Engineering, 2005.
[2] 陈宏薇. 《汉英翻译基础》[M]. 上海： 上海外语教育出版社. 2003.