论商标翻译

A Study Translation of Trademark

论商标翻译

学 号：13092213 姓 名：李志彬

院 系：吉林大学珠海学院物流与信息管理系 专 业：信息管理与信息系统 年 级：2009级 指导教师：

CONTENTS

INTRODUCTION………………………………………………… CHAPTER ONE Transliteration…………………………………... 1.1 Pure transliteration………………………………………….. 1.2 Homophonic translation……………………………………... 1.3 Province transliteration……………………………………… CHAPTER TWO Photo Gallery

2.1 Pure Gallery………………………………………………….. 2.2 Optional Photo Gallery……………………………………….. 2.3 Change Gallery……………………………………………….. CHAPTER THREE Combination of sound and meaning………….. 3.1 Allusive method………………………………………………. 3.2 Almost sound association method…………………………….. 3.3 Almost sound escape method………………………………….. CHAPTER FOUR Sound moral law in recent

4.1 Near the sounds meaning……………………………………….. 4.2 Chromatic semi-defined…………………………………………. CONCLUSION………………………………………………………… REFERENCES…………………………………………………………..

摘要

商标是一种特殊的语言符号，是商品显着特征的浓缩，也是商品文化的核心部分，同时还是企业参与国际竞争的有力武器。它既是标识，又是诱饵，最终是要招揽顾客，出售商品。商标翻译符合符号学的翻译观，是由解码到编码的过程，是两种文化的移植。好的商标翻译可以给企业带来巨大的财富，反之，糟糕的商标翻译可以让企业损失惨重，所以企业的生死存亡与商标翻译息息相关。同时商标翻译能够拓宽语言学研究空间，丰富语言学的内涵，促进语言理论研究与实际应用的有机结合。

【关键词】英文商标；翻译；策略

Abstract

Trademark is a special kind of language signs. It is the concentration of commodities‟ distinct characteristics, the core of commodities‟ culture, and the powerful weapon for an enterprise to participate in international competitions. It is not only a logo, also a lure, the final goal of which is to attract customers and sell commodities. Trademark translation conforms to the conception of semiology. Trademark translation is the process from decoding to coding and the process of re-creating and further processing. That is to say, trademark translation is the transplantation of two kinds of cultures. A good trademark translation may bring an enterprise huge wealth, whereas a bad one may let an enterprise suffer great loss. Therefore, an enterprise‟s future is closely linked with trademark translation. At the same time, trademark translation can widen the linguistic research field, enrich the connotation of linguistics, and accelerate the combination of linguistic theoretic research and its practical application. This article profits from and absorbs other translation methods, resummarizes some translation strategies as well as proposes something to be paid attention to in view of the different strategies.

【Key word】English trademark; translation; translation strategies

INTRODUCTION

Trademark is the symbol of a product of the development of commodity economy, commodity producers or operators to make their own production and sales of goods different from others and the use of a significant sign. It is a significant feature of the concentrated product is the core of cultural goods. In the international market, trademark, entrepreneurs and consumers are often simplified as a business name. Emerged as a corporate trademark symbol is a direct dialogue between producers and consumers a bridge, is the company a powerful weapon in international competition. Good brand should be rich in content, and can reflect the characteristics of products; good brand should be easy to remember, easy to read, understand, and vivid; good brand should be selling goods that can arouse consumer desire to buy.

Translation of the trademark to decode encoded by the reverse transformation process, “the translator into the thoughts and feelings, knowledge, mental status, cultural education, religion, environment and other related contexts of subjective and objective factors,” [1] (P31) and found trademarks Translation Translation Theory Semiotics, that “translation is the language of the sense of cross-cultural communication activities, the meaning of symbols must be placed in the context of the entire communication process to examine. American Translators theorists

EANida (1986:18) that, from the perspective of semiotic translation, not only contribute to a better understanding and expression of referential meaning and associative meaning. ”[2] (P31) are trademarks of linguistic translation of the scope of “The U.S. linguists Luosalima coke in his article Bias-Free Language: Some Guidelines “being talked about: Culture shapes language and then language shapes culture. She thought: Language both reflects and shapes societies. Shape the culture of both languages , but also shaped by culture. ”[3] (P91)It can say that the transplantation of two cultures. Good corporate trademark translation can bring great wealth; otherwise bad corporate trademark translation losses can not be listed, and even business failure.

CHAPTER ONE Transliteration

The process of translation in the English mark, transliteration is a means not to be ignored, with a strong universal. Transliteration is not deviated from the “Chinese Language Specification and do not cause errors or misunderstanding of the conditions of association, in accordance with the pronunciation of the original brand name, find the voice similar to Chinese words with which to translate.”[4] (P78) “The advantage is simple, Mr exotic the product can have a certain appeal. ”[5] (P91) transliteration is divided into: pure translation 、homophonic translation and province transliteration. 1. 1 Pure transliteration

Purely phonetic pronunciation of that word for word to the English pronunciation of Chinese characters with similar matching translation. Mainly applicable to proper nouns, such as, names of trademarks and trademark names. This translated into Chinese trademark law is, because can not find an expression in Chinese translation method to be adopted. 1.2 Homophonic translation

This translation is the word for primer, are often based on pure transliteration of individual words changes, the pronunciation of these words homophonic with the original mark, trademark and change after

the combination of product features transliteration. For example: To commemorate the founder of Willian Edward Boeing airline people identified by its trademark name Boeing, translated as “Bo tone”, but as a trademark, the translator switch pronunciation “Boeing”, which allows people to this type of supersonic aircraft generate endless reverie. Mazda originated from the ancient Persian religion of “the god of light”, “highest God”, “royal protector”, pure transliteration of “Ma Zida”, but as a car mark, the translator of “Zi” into “Zi”, since the hint of humor can easily drive this car without the need to worry about will automatically arrive. 1.3 Province transliteration

“Provincial transliteration is based on the Chinese aesthetic habits, two-syllable and three syllable is a trademark of better never forget”,[6] (P42) Some English trademark long syllable words more, if literally translated, reads hard to pronounce and remember the inconvenience, transliteration can be used to simplify the province. For example, Rolls-Royce if pure transliteration Rauls - Royce, pronounced the strenuous and can not remember, the provincial transliteration for the “Rolls Royce” just remember more. McDonald's is not translated as “McDonald” and translated as “McDonald's”, but also with the provincial transliteration.

CHAPTER TWO Photo Gallery

Paraphrase is based on the original meaning of the trademark, translated into Chinese the same or similar meaning. “Photo Gallery can better reflect the original intention of the original trademark and hope to establish whom”, [7] (P73) “for some vivid, meaning elegant, beautiful words can be used free translation trademark.” [8] (P73) Photo Gallery can be divided into pure translation, translation and change free translation selection. 2.1 Pure Gallery

Some of their distinctive trademark goods means, and in the Western culture has a better meaning of elegance, then you can use pure paraphrase. For example: Blue bird (bluebird) car, is taken from the “Belgian writer Maurice Materlinek in 1911 received the Nobel Prize for literature in fairy tale 'Blue bird' play 'Blue bird', a symbol of 'the future well-being” [9] (P79) and the Chinese translation for “Bluebird” because “blue” means “blue”, “Blue Bird” or “Blue Bird”. Tang yin There is a poem: “Pengshan this to no more road, hospitality for the Tankan Bluebird”, Bluebird is the Penglai fairyland angel to transform Western culture, showing that well-intentioned translators. Nestle (Nestle) Nestle

food is named after its founder, and the mother bird feeding chicks in nest design as its trademark graphics, it embodies the “comfortably settled” and “snuggle”. The Nestle and the nest (Nestle) for the same root, so use the “Nestle” to make this translation. Use it as a milk brand reflects the infinite motherly love, the performance of commodity role in daily life. 2.2 Optional Photo Gallery

“Some trademarks, if in accordance with its literal meaning of literal translation, it may not be able to fully express the meaning mark, or the literal meaning of some trademarks are several layers, with concise text can not mean these layers are fully expressed in Chinese language. ”[10] (P89) and you have to choose the significance of trademarks, select one of the best, most representative of a meaning. For example: Good Company (Companion) of cigarettes, Good Company can be translated as “good friends”, “good partners”, “good friend”, “good companies”, choose the best from these translation - the “good friend” as the trademark . Play Boy (Playboy) clothing, Play Boy can be translated as “playing boy”, “play boy”, “Playboy” and “Playboy” before the name of a magazine (founded 1953). This followed their trademark name. 2.3 Change Gallery

Photograph of change is based on the original meaning of the trademark right to increase or decrease its original meaning of the trademark contains, so that translation is more suitable for consumption

after the trademark. For example: Transfer, trademark primitive means “deformed”, “change”, but the translator, “according to China's potential consumer psychology cleverly added 'King Kong' word. 'King Kong'for the Chinese national culture unique to the Buddha The bodyguard's name. Its holding vajra (an Indian weapon) named in the eyes of the Chinese people, 'King Kong' Titanic, superior martial arts, fought the demons, victorious, is the all-conquering warrior the incarnation. ”11] (P32) “King Kong ”has become the idol of the hearts of children, parents educate their children has become a teaching aid brave one. Therefore, the “Transformers” toys by the trade name for the Chinese children loved. This translation is by paraphrase. Examples of paraphrase by cigarette brand Marlboro, the Man Always Remembers Love Because of Romantic Only acronym (acronym), but no such figures of speech in Chinese, the translation had to stay in homes of their meaning and their pronunciation translated as “Marlboro” .

CHAPTER THREE

Combination of sound and meaning

Some of the fanciful word mark is composed of a large cultural content component, you need to use the translation method of combining sound and meaning. Combination of sound and meaning that “the „phonetic‟ and „Gallery‟ to combine the translation. In other words, the word mark in some or all flexible select „transliteration‟ or „paraphrase‟ of the appropriate methods, and be combined to make it suitable for a trademark. ”12] (P89) This is a more complex translation methods, in addition to concoct the word, but also for certain proprietary and common nouns.

3.1 Allusive method

Some proper names or trademarks are mostly imaginary words symbols, according to the original trademark voice, will be five thousand years of accumulation of the Chinese translation and dissolved in the new logo created, the profound significance of such a mark both have Chinese characteristics. For example: BMW (BMW) car, BMW is the trademark from German Bayerishe Motoren Werke Bavarian Motor Company's three acronym formed. According to the translator, “ji the 'BMW cars

carved incense over the road' (Qing Yuan • Lantern Festival)” [1] (P81) to be translated into “BMW” to Chinese consumers think of a thousand miles a day in the BMW, the vehicle performance linked with the characteristics of the BMW. Revlon Revlon is a trademark of cosmetics from the company founder Charles Revson's name Revson and his partner C. Lachman's first letter “L” structure, translation, “Revlon” is “from Li Bai of the liquidation of tune, 'cloud like clothes flowers to capacity, spring whisk threshold Revlon. Yushan first see either group, will Yaotai next month every. '”[14] (P81) using the products of the translation of metaphor for the dumping of female customers Yang in the country, taking into account not only the sound and meaning, and subtle elegance. Another example is Japan's LEXUS luxury cars, Chinese translation of “Lexus”, is from Mao Zedong's “long with Lingyun blog, heavy on Jinggangshan magnificent poem, at the same time gives rise to a vacant speeding, driving any implication Jun . ”[15 (P107) 3.2 Almost sound association method

Lenovo's recent audio translation of the original trademark law requires trademark sound similar, but also some of its pronunciation is similar to the Chinese Lenovo mean some good features and product integration into it. For example: “Founded in 1887, the United States Johnson & Johnson company is operating medical and health care products and care products, she is Robert Wood Johnson, James Wood

Johnson and Edward Mead Johnson three brothers founded.” [16] (P122) If the interpreter was “Johnson” without any special features, but if the association method, with the recent tone translated as “Johnson” - think of the strong vitality, and the company's health care and health care products linked. Intel “Pentium” is selected from the 3300 proposal out, “Pent” in Greek means “5&”, and “ium” is a Latin suffix, that suffix of chemical elements. Then the trademark can be said that processing power and high-speed processor, the performance of the fifth generation of products, translated as “Pentium” galloping horse can be associated with the kind of fast, elegant, reflecting the features of the processor - fast speed quickly. Another example: the world's largest electronic equipment and small U.S. computer makers Hewlett-Packard Co., This trademark is a two-founder W. Hewlett and D. The combination Packard name, trademark abbreviated as “HP”, be translated as “HP”, so that consumers have a “universal benefits” association. 3. 3Almost sound escape method

The translation of both voice and semantics, the general principles trademarks are meaningful words or phrases, but in order to meet the Chinese cultural practices, to escape, “and the semantic nor the original meaning, to be added to create, but can not from certain areas. ”[17] (P78) for example: Sprite drink, the word in English as” Wizard ”, “Fairy ”was intended. In some of Shakespeare's plays, “Wizard” is very cute. Western

countries, Halloween, Halloween, children dressed as various “Wizard”, “elves” from door to door “begging” candy, but in the hearts of Chinese people are evil. If the literal translation necessarily wrong, so the escape as “Sprite”. “Snow” fresh and cool, “Bi” exquisitely carved, the translation gives Yujiebingqing feelings. CD Poison perfume brand is an extreme sense of the word, unique conception as a trademark, it is said from the Shakespeare of “Romeo and Juliet” in the story of Romeo poison partiality. It is the pursuit of the wild in order to reflect the beauty of Western women, but also that women using this kind of perfume, can make the man “poisoned”, so that a man was carried away, not want to forget, so acclaimed in the West. In China, if literally translated as “poison” will make people think about the “roots of troubles”, which certainly no one to buy. Therefore, it is escaped as “a hundred Eros”, which means “one hundred accompanied by Eros” both apt to understand and cater to the Chinese people's yearning for love, sex and beautiful. Another example: Dove brand is both a commodity is a trademark of chocolate, in English means “dove”, although this translation is not so bad but it has nothing to do and products. As a commodity brand translates as “Dove” has the meaning of soothing fragrance; and as a trademark of chocolate, translated as “Dove” with the ad “milk fragrant, silky feel; silky rich, pure aftertaste”, but also not imported, you can feel the thick milk. Translation of more than two pigeons image of meaning.

CHAPTER FOUR Sound moral law in recent

Sound moral law is the recent translation of the original language are pronounced the same or similar trademarks and trademarks of carrying the meaning of the original, this translation focuses on “moral” and “sound” is just in between the original mark and the target language to play bridge. Meaning almost sounds can be divided into: close to the sounds and the chromatic semi-defined meaning. 4.1 Near the sounds meaning

Near the sounds righteous requirements of the target language with the original trademark sound similar, meaning connected. Such as: Pampers Procter & Gamble (P & G) of the diaper brand, the original mark means “pampered”, that meticulous care of the baby, while the translation of “Pampers” expression of the “better for the baby to make baby more comfortable”. This is the meaning of the embodiment of the original trademark. Trademarks of Polaroid cameras, the original mark means “point and shoot camera ”and some translation of “Polaroid” which will be such a good shot, not only sound similar, meaning also coincides with the original trademark. Sports series products are the U.S. Nike, was intended to victory in Greek mythology the goddess of Yoshina whichever meaning invincible. “Translator imitate the syllables, will

translate it into 'Nike', meaning both the solid durable, but also contains the meaning of beat the opposition win.” [18] (P101) 4.2 Chromatic semi-defined

Chromatic half-translated part of the mark defined requirements transliteration, some translation, divided into pre-defined tone, the former two forms of justice after the tone. The former, such as: toy Mickey Mouse, “Mickey” transliteration “Mickey” take “m”, “Mouse” free translation “mouse” that Mickey Mouse; entertainment Disneyland, “Disney” transliteration “Disney”, “land” free translation “Paradise” that is Disneyland; Paint Nippon Paint, “Nippon” transliteration “Nippon”, “Paint” Photograph “paint” that Nippon Paint. The latter, such as, Daily Unilevel, “Uni” paraphrase “joint”, “level” transliteration “Oliver” that Unilever; clothing Nescafe, “Nes” free translation “Nestle”, “café” transliteration “coffee” that Goldlion; clothing Euro Moda, “Euro” paraphrase “European” take “European”, “Moda” transliteration “dream up” the European dream of.

CONCLUSION

Trademark Translation is of great practical significance, even if appropriate and accurate translation of the name of the original language without losing the artistic and commercial, publicity and promotional merchandise to achieve the purpose; but also has a wealth of theoretical significance, namely, to broaden the space for linguistic research, enrich linguistic content, but also to promote the linguistic theory and practical application of organic synthesis. Try to figure out just good consumer psychology, respect for national habit, right on their trademark translation methods and techniques, will enable translation of marked battle to dominate, to guide consumption and promote consumption. A good product, with a nice catchy name, is tantamount to icing on the cake. Good translation technology trademark translation reflects the perfect combination of art and aesthetic, but also add charm to the product packaging.

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