On Trademark Words'Translation in English 论英语商标词的翻译

On Trademark Words＇Translation in English

论英语商标词的翻译

Abstract

With the development of economy and the continuity of the open Policy, the trade between China and foreign countries comes hourly. The international market is filled with varieties of goods. Advertisement besides high quality plays an essential role in the process of promoting sales and cultivating international markets. Trademark is a sign, symbol, and carrier that identifies the products or services of a company .To win the field in the international trade, the study on the trademark translation is not only necessary but urgent.

This paper, as based on the culture differences in east and west, from the characteristics of Chinese and English trademark words, in-depth analysis of the trademark translation methods and existing problems in the trademark translation, tries to propose some trademark translation skills and principles. It also aims at advising the translators to pay attention to consumers’ cultural and psychological characteristic and translation methods while translating trademark words.

Key Words:trademark formation, translation principle, translation methods.

摘要

随着经济的发展和改革开放的进一步深入，中国与世界各国的贸易更加频繁，国际市场上商品种类日见繁多。如何在品种繁多的商品中脱颖而出？商品宣传就成为国际市场推销商品和进行竞争的一种重要手段。而商标作为品牌的标志和载体，在国际贸易活动中针对其进行的翻译就尤为重要了。

本文以中西方文化差异为基础,从中英文商标的特点,深入分析商标词的翻译方法及存在问题,并提出商标翻译的翻译方法和翻译原则。指引译者在翻译时注重消费者的文化心理特征和翻译方法。

关键词：商标组成；翻译原则；翻译方法

Content

Abstract..............................................................................I 摘要...........................................................................II Contents...........................................................................III Introduction (1)

1. The Origin of Trademark Words (2)

2. The Principle of Trademark Translation (3)

2.1 Using compliment and neutral color words............................ (3)

2.2 Using the words easy to read and remember (3)

2.3 Paying attention to consumer cultural and psychological characteristic (3)

2.4 Being consistent with cultural and geographic style (4)

3. Main Methods of Trademark Translation............................ .. (5)

3.1 Transliteration (5)

3.2 Free translation (5)

3.3 Literal translation (5)

3.4 Innovation (6)

Conclusion (7)

Bibliography (8)

Acknowledgements (9)

Introduction

With the development of the world economy, many products were produced and enter into the international market .How can a product gain a place in the international market which is full of keen competition? Undoubtedly a well-known product should have a famous name, besides high quality.A famous trademark can add value to a product in the marketplace because it has a potentially powerful influence on consumer’s behavior.This paper discusses the characteristics of trademark language taking culture elements into consideration, further analyses existing methods and problems in trademark translation and meanwhile putting forward techniques and principles in this field.