从文化视角论商标的翻译.doc

内容摘要

商标是公司传播自身特点和促进销售量的有效途径。商标的国际性的意义和商标的翻译对于一个商品品牌在国际市场上是否也能够得到青睐，也起着至关重要的作用。商标是产品形象的代表和质量的象征，承载着特定的民族文化内涵。作为一种跨文化活动，在中西方的语言文化、风俗习惯、传统等方面存在着巨大差异。论文最后了商标的翻译中常用到的翻译方法：一般情况用音译的方法；根据商标所表达的意义、商标名称是否符合当地文化、商标名称对顾客的吸引性可选择意译，并分析文化差异对商标翻译的影响及商标翻译应把握的主要策略，探讨了如何准确翻译我国出口商品的商标名称，达到促进商品销售的目的。

关键词：商标；文化；翻译

Acknowledgements

Here, I would like to express my sincere gratitude to all the people who have helped me finishing this paper. Especially I want to give my thanks to Ms. Zhang Qiong, my respected supervisor. Without her help, I am sure that I will not accomplish this thesis successfully. Out of her busy work in the supervising, she helped me with revising my thesis. She read through my paper carefully and pointed the errors. With her careful revising, I finished my paper smoothly. In addition, I would like to express my thanks to the writers of the reference books. From them, I got so much useful materials.

Outline

Thesis Statement: This thesis analyses the translation methods of trademark from the cultural perspective. 

1.Introduction

2.  Culture Differences in the Trademark 

2.1 Thinking-pattern Differences

2.2 Social Value Differences

2.3 National Psychological Differences

   2.3.1 National Values

   2.3.2 Religious Beliefs

2.4 Aesthetic Interest Differences

3.  Translation of Trademark  

3.1 Transliteration

3.2 Free Translation

3.3 Combination of Transliteration and Free Translation

3.4 Effectiveness Translation

4.  Conclusion

Table of Contents

1Introduction ………………………….…………………………………..…….…1

2  Culture Differences in the Trademark ……………………………………..……2

2.1 Thinking-pattern Differences …………………………………………………2

2.2 Social Value Differences ………………………………………………………3

2.3 National Psychological Differences……………………………………………3

2.3.1 National Values……………………………………………………………4

2.3.2 Religious Beliefs……………………………………………………….…5

   2.4 Aesthetic Interest Differences…………………………………………………..6

3  Translation of Trademark ………………………….…………………………….....7

3.1 Transliteration ………………………….………………………………………7

3.2 Free Translation ………………………….…………………………………….8

3.3 Combination of Transliteration and Free Translation ………….………………9

3.4 Effectiveness Translation………………………….……………………………10

4  Conclusion………………………….………………………………………………11

Bibliography ………………………….……………………………….………………..12