消除不良商标翻译的策略.doc
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消除不良商标翻译的策略,the strategies to avoidbad brand translations contents abstract.......ikey words...i摘 要...........ii关 键 词...............................................
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消除不良商标翻译的策略
The Strategies to Avoid
Bad Brand Translations
Contents
Abstract……..……………………………………...…………..………………………I
Key Words……………………………………………………………………………...I
摘 要……...………………………..………………………………………………......II
关 键 词……...................................................................................................................................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
当前,中国出口企业正面临国际文化差异造成的传播障碍与风险,因商标翻译失误影响商品出口的案例时有发生。本文将通过案例分析说明不成功的商标译名可使产品的销售一落千丈。造成此种现象的根本原因在于语言文化差异。语言文化差异确实给中国译者的翻译工作带来很大的难度,中国译者任重道远,怎样超越语言文化差异进行商标翻译工作成为一个不容忽视的问题。针对这一问题,本文为商标译者提供一些翻译策略:首先,应深入了解所译广告及商品的特点；其次,应了解广告受众国的文化传统及消费心理,了解翻译时应注意的禁忌。最后,要注重创新和语言的规范化。总之,只有提高译者的商标翻译水平,才能从根本上解决中国出口问题。
关键词
商标译名；商品出口；文化差异
Bibliography
[1] Nida，E.A."Language, Culture and Translating"[M].上海.上海外语教育出版社,1993
[2] 国际广告文化与翻译
[3] 商标译名成中国企业走出国门的“拦路虎”
[4] 国际品牌命名启示
[5] 白智勇．广告艺术中的策略[M]．北京. 北京工艺美术出版社, 1991
[6] 邓炎昌.语言与文化：英汉语言文化对比[M]. 北京. 外语教学与研究出版社, 1989
[7] 贺川生.商标英语[M]．长沙.湖南大学出版社, 1997
[8] 刘立军，继红．市场中的“魔鬼”---现代广告[M]．北京．中国经济出版社, 1994
[9] 卢红梅．华夏文化与汉英翻译[M]．武汉. 武汉大学出版社，2006
字数：32273
The Strategies to Avoid
Bad Brand Translations
Contents
Abstract……..……………………………………...…………..………………………I
Key Words……………………………………………………………………………...I
摘 要……...………………………..………………………………………………......II
关 键 词……...................................................................................................................................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
当前,中国出口企业正面临国际文化差异造成的传播障碍与风险,因商标翻译失误影响商品出口的案例时有发生。本文将通过案例分析说明不成功的商标译名可使产品的销售一落千丈。造成此种现象的根本原因在于语言文化差异。语言文化差异确实给中国译者的翻译工作带来很大的难度,中国译者任重道远,怎样超越语言文化差异进行商标翻译工作成为一个不容忽视的问题。针对这一问题,本文为商标译者提供一些翻译策略:首先,应深入了解所译广告及商品的特点；其次,应了解广告受众国的文化传统及消费心理,了解翻译时应注意的禁忌。最后,要注重创新和语言的规范化。总之,只有提高译者的商标翻译水平,才能从根本上解决中国出口问题。
关键词
商标译名；商品出口；文化差异
Bibliography
[1] Nida，E.A."Language, Culture and Translating"[M].上海.上海外语教育出版社,1993
[2] 国际广告文化与翻译
[3] 商标译名成中国企业走出国门的“拦路虎”
[4] 国际品牌命名启示
[5] 白智勇．广告艺术中的策略[M]．北京. 北京工艺美术出版社, 1991
[6] 邓炎昌.语言与文化：英汉语言文化对比[M]. 北京. 外语教学与研究出版社, 1989
[7] 贺川生.商标英语[M]．长沙.湖南大学出版社, 1997
[8] 刘立军，继红．市场中的“魔鬼”---现代广告[M]．北京．中国经济出版社, 1994
[9] 卢红梅．华夏文化与汉英翻译[M]．武汉. 武汉大学出版社，2006
字数：32273
