中文商标的英译

四川师范大学成都学院本科毕业论文On the C-E Translation of Trademark

学生姓名杨敏

学号2012119052

所在学院外国语学院

专业名称英语

班级2012级旅游酒店 2班

指导教师何灵

四川师范大学成都学院

二〇一六年五月

On the C-E Translation of Trademark

Abstract: At present, Chin a's GDP has ranked the world’s second place and China has become a genuine giant both in economy and trade. With the development of economic globalization, trademarks are also slowly going to abroad. In particular, since entered to the WTO, our products have been out of the country but to the world. Among them, the trademark’s contribution to China’s economic development is essential. Therefore, the trademark translation is particularly important. It should not only have Chinese characteristics, but also it should be loved by consumers. Trademarks and brands represent the corporate image which is one of the intangible assets and wealth. A good name can leave a good impression on customers, which add appealing charm to the product. This paper mainly introduces the definition, characteristics and functions of the trademark and trademark translation methods. Translation methods can be divided into Transliteration, Literal translation, Free translation, Combination of Transliteration and Free Translation which can illustrate the importance of trademark translation. Producers can also increase interest in the success of the brand and make the world fall in love with the products which are made in China.

Key words: trademarks translation methods strategies

中文商标的英译

学生：杨敏指导教师：何灵

内容摘要：目前，中国的国内生产总值已位居世界第二，无论是在经济还是在贸易上,中国已成为一个真正的巨人。随着经济全球化的发展，商标也慢慢地走向全球。特别是中国加入了世贸组织，我们的产品已走出国门，走向世界。其中，商标对于我国经济的发展也有着不可或缺的贡献。所以，商标的翻译显得尤为重要，既要有中国特色，又能被消费者所喜爱。商标和品牌代表着企业的形象，是企业的无形资产和巨大财富。一个好的商标、品牌译名能够给消费者留下美好的印象，为商品促销增添诱人的魅力。本文主要介绍商标的定义、特点、作用以及商标的翻译方法。本文介绍的商标的翻译方法，可以分为四种：音译、直译、意译以及音译与意译相结合。同时并通过来举例来说明商标翻译的重要性。让生产商从商标的成功上也可以增加利益，让世界爱上中国造。

关键词：商标翻译方法策略

Table of Contents

1. Introduction (1)

1.1The purpose of the research (1)

1.2The significance of the research (1)

2. Introduction of trademark (2)

2.1Definition of trademark (2)

2.2Features of trademark (3)

2.3Functions of trademark (4)

2.3.1Distinguishable function (4)

2.3.2Economic function (4)

2.3.3Informative function (5)

2.3.4Advertising function (5)

3. Common trademark translation methods (5)

3.1Transliteration (5)

3.2Literal translation (6)

3.3Free translation (7)

3.4Combination of Transliteration and Free Translation (7)

4. The problems in the C-E translation of trademark (8)

5. The strategies to solve the problems (9)

6. Conclusion (10)

Works Cited (11)

On the C-E Translation of Trademark

1. Introduction

1.1The purpose of the research

This research is intended to discuss a significant issue of application of translation method in trademark.It is also meant to serve as a reminder to the Chinese enterprises for more awareness of economic globalization and name brands. This paper focuses on the translation methods of the trademark through Transliteration, Literal translation, Free translation, Combination of Transliteration and Free Translation. Above all, this thesis is supposed to urge trademark translators to be more pragmatically conscious of the characteristics of the products，language customs, national culture, aesthetics and customers' psychology in the practice of C-ETCT (Chinese-English translation of Chinese trademarks), especially cultural adaptation, in order to create ideal English versions for Chinese trademarks. And this paper is mainly written to make translators have good awareness of translation of trademark.

1.2The significance of the research

With the fantastic advancement of China's economy and international trade, Chinese trademarks (registered trademarks of Chinese enterprises in Chinese) have been gaining increasing recognition in the world market. To some extent, however, research on trademark translation has lagged behind. Retrievals via CNKI (China National Knowledge Internet )reveal that for decades，translation research in China has focused on research on literature translation and research on trademark translation has long been overlooked. Much less attention has been paid to research on Chinese-English translation of Chinese trademarks (C-ETCT). Above all, these are the current situation of Chinese trademark. Therefore, the significance of this research lies in its detailed empirical study of C-ETCT and potential contribution to Chinese researchers' awareness of westerners' authentic views toward Chinese trademarks. Facing so many other national products, customers start to care the first impression with their names. So a good trademark may attract the consumers, and may promote a product’s support of customers, or even dam age the products image, and keep the consumers far away. As an attempt of combination of qualitative research and quantitative research, it is supposed to be a supplementary and meaningful research on trademark translation. So, how to make the

trademark success is very important.

2.Introduction of trademark

This paper mainly talks about the trademark. So the next part would like to introduce the definition,features and functions of the trademark.

2.1Definition of trademark

Definitions of “trademark” differ from country to country in that each country has its own culture and law. Generally speaking, trademarks can be defined as follows: ⑴Trademark is the character, name, code or figure used by the producer or the dealer to make his own products or services known to the public and thus identify them from those of other competitors' (D. Greenwald 73). ⑵Trademark is a synthesis of all these elements, physical, aesthetic, rational and emotional and cultural, which is a perception created in the mind of consumers who ascribe beliefs and values to the product (Murphy, John M. Branding15). ⑶Trademark is a special mark that is placed on a particular brand of article or commodity to distinguish it from similar goods sold by other producers (Adam J.H. 43). Trademarks are more frequently referred to as brands (品牌）nowadays, especially in commercial situations. Trademarks and brands are synonyms now. But “trademark” is more legally adopted while “brand” is more frequently used in marketing. In other words, trademarks are simply registered brands. When trademarks are printed on the package or shown in the media, like newspapers, TV or the Internet, A sign, is usually added to it in the upper or lower comer to indicate its status. The former means Registered whereas the latter Trademark. The sign “R”, shows the registered legal status of a trademark identified and protected by the trademark ministration and the sign “TM’’ only shows the status of the word or graph as a trademark which enjoys no official protection. “TM” is said to be popularly used by American enterprises and now many Chinese enterprises begin to follow the trend. The major functions of trademark is generally summarized as a distinctive sign used by a business to identify itself and its products or services to consumers, and to set the business and its products or services apart from those of others. A trademark is a type of intellectual property, and in particular, a type of industrial property. Trademark is a commercial symbol arising from commodity economy. The first complete trademark in the world is said to be a Chinese one named “白兔儿”(White Rabbit) during the North Song Dynasty (960 —1126 A.D.) (贺川生74 ). Originally, the two Chinese characters “商标”did not exist in the Chinese language. It

is a borrowed word from the English original term “trademark”. The word“商标”was gradually accepted after the Opium War and is now universally adopted as the most proper translation of “trademark”.

2.2Features of trademark

To get a good trademark name, the translator should know something about the features of the trademarks. Although there are some methods of translation in trademark name, the trademark name translation should aim at creating a best image in the market and attracting the customers. There are some features of trademark: The first one is brevity. “When choosing a brand name for its products ,a company wants a name that will be easily remembered, recognized, and pronounced by the customer”, and “Short brand names have been found to have greater impact in customers than long ones” (Mason 163). So, the trademark should be short and clear to help customers to remember. Such as ,“相宜本草”（Inoherb）, “Microsoft” into“微软”,“Safeguard”(舒肤佳), “Nike”(耐克) . “Nike” is a name of goodness of victory. These trademarks are all short and clear, and they are also having good meaning and easy to remember for customers. The second would be novelty. The trademark should arouse the interest of the customers and leave a deep impression on them. For example, “Schwarzkopf”（施华蔻）. This trademark“施华蔻”is novelty relative to Schwarzkopf’s original meaning. Its original meaning is “black head”. Other example :“Goldlion”(金利来). Goldlion means “金狮” in Chinese, but “金狮” has same pronunciation “今输” in Cantonese. So we called it “金利来” today. The third is distinctiveness, which make the products distinguished from the other competitors. “A distinctive brand name positively identifies a marketer’s product and prevents confusion with similar products”, and “Some brand names are so distinctive that they instantly bring to mind the product or line of products that identify”(Mason 164). There are many examples:“科龙”（Kelon), “容声”(Ronshen),“美的”（Midea）. The last feature is elegance. “Because the image conveyed by the brand name greatly affects a customer’s product choice, it is important that the name will appeal to the customers and encourage purchase of the product”(Mason 164). For example, we translate “Pantene” into “潘婷”and its advertisement is “Don’t hate me because I’m beautiful.”“Pantene” is a name of girl which gives us a feeling of softy and elegancy. And there are some other examples: “Youngor”(雅戈尔), “Crown”（皇冠,）“True Love”（真爱）, “Forget-Me-Not”(勿忘我). These trademarks are also famous and successful that everybody knows almost and are sold to all over the world. In a word, every trademark should have its own special feature.

2.3Functions of trademark

Trademark has some functions. In this chapter, i will mainly focused on Distinguishable function, Economic function, Informative function, Advertising function. Each successful trademark may have these functions.

2.3.1Distinguishable function

Trademarks help consumers distinguish one product from another. Besides, trademarks are helpful for the communication between producers and consumers, and they tie up producers, products and consumers. Well-known trademark is an internationally accepted concept which enjoys worldwide protection and is an important legal concept in the field of intellectual property. According to the introduction available on the web pages of Trademark Office of the State Administration For Industry & Commerce of the People's Republic of China (https://www.wendangku.net/doc/c64221482.html,), the Chinese Well-known Trademarks are legally recognized by Trademark Office of SAIC(State Administration for Industry and Commerce ) and National Trademark Review and Adjudication Board, based on Trademark Law, Regulations for the Implementation of the Trademark Law, Well-known Trademark Recognition and Protection Provisions and the Trademark Review and Adjudication Rules. The recognition of CWT(China Well-known Trademark) is based on the following considerations: ①the level of popularity among the relevant public; ②the duration of the use of the trademark; ③the duration, extent and geographical scope of any trademark advocacy work; ④the records of protection of the trademark as a well-known trademark; ⑤other factors. The recognized China Well-known Trademarks are published on the website of SAIC once or several times annually. The types of recognition of CWT include the following recognitions: recognitions of National Trademark Review and Adjudication Board, recognitions of the Trademark Office of SAIC in trademark management cases recognitions of Trademark office of SAIC in trademark dispute or opposition cases and recognitions of National Trademark Review and Adjudication Board in the review cases of trademark disputes or oppositions. In a word, a trademark can immediately correspond to the image and function of one product. For example, “Benz”（奔驰）, “Hummer”（悍马）, “向日葵”（Sunflower）, “LI-NING” (李宁), “Great Wall”（长城）, “佰草集”(Herborist). From these trademarks, we can see that every trademark is special and different from other same species.

2.3.2Economic function

Nowadays, trademarks can be an important asset. A well-known trademark is a large wealth of the company. Besides, the trademark is regarded as the image of the product and the company. When the customers first bought the product and they would make a judgment on it. If they like the product, they will keep its trademark on their mind and may tell their friends. Such as some makeup brands: “Lancome”（兰蔻）, “佰草集”(Herborist), “Dior”（迪奥）. Around us, every woman has her own favorite brand of skin care products nearly. Every time they have to look for the trademark to buy. Therefore, the product will attract more and more customers and fight against its competitor.

2.3.3Informative function

The trademarks are always made up by words and pictures. And trademarks can surely provide information about product. For example, “胃康宁”,we can know its function through the trademark. We know it is a kind of medicine about stomach through the “胃”of the trademark and through “康宁”,it makes your stomach comfortable .And the other exam ples ,“立白” its literal meaning is that turned white immediately. It is also made customers to know its function. And “好吃点”,we can know it is a kind of yummy food . “相宜本草”（Inoherb）, “Head & Shoulders”（海飞丝）. We can realize their features by seeing their trademarks and we can know the function of the product from its trademark.

2.3.4Advertising function

Today, the trademark sometimes just is regarded as a tool of business promotion. So, the trademark usually shows commodity and stands out its features. A well-known trademark always can grab the attention of customers. And this just belongs to an invisible advertisement. There are many examples in our daily life, like some automobile trademarks, “Benz”（奔驰）, “BMW”（宝马）. When we see the trademark of it, we will know it. “海尔”(Haier), “Motorola”（摩托罗拉）, “ Shanggri-la”（香格里拉）, “Sony”（索尼）,“佳洁士”(Crest) . The trademark itself just is an advertisement and also makes good benefits for manufacturer.

3. Common trademark translation methods

3.1Transliteration

Transliteration is the process of phonetically converting a word written in one script into another. With transliteration, it is the sound of the words that are converted from one alphabet to the other. Now, we are talking about the application of transliteration on the C-E translation of

trademark. For example, “新飞”was originally translated as "Xinfei" in pinyin, but, unfortunately, the pinyin letters "x","i" and "ei" are either different from their English equivalents or even non-existent in the English language. Therefore, the so-called "English" trademark "Xinfei" may not only puzzle the potential western customers in spelling and pronunciation but also fails to convey any unique information about the product. The latest English trademark of 新飞，Frestec, is，however，generally considered to be a fairly successful one. As a patchwork version of two English words "fresh" and “technology”, it transfers the information that it stands for hi-tech in the industrial field of fresh - keeping. “安吉尔”(Angel), “Angel”is the name of goodness of protection in ancient Greek. Above all, transliteration is a simple and clear way of translation, which raises customers’concern when they hear the trademark at first time. “LI-NING”(李宁), “李宁”is a famous athlete in our country and people around the world knows him. So the trademark “LI-NING” can make persons think about sports and sportswear. Other examples: “香格里拉”(Shanggri-la), “格力”(Gree), “雅倩”(Arche),“哇哈哈”(Wahaha). “科龙”（Kelon), “容声”(Ronshen),“美的”（Midea）,“红塔”（Hongta）. Furthermore, transliteration is divided into: pure transliteration, homophonic translation, omit translation. More examples:, “九阳”( Joyoung), “金龙”(Kinglong), “纳爱斯”(Nice), “立白”(Liby), “奇瑞”(Chery), “新科”(Shinco), “茅台”(Maitai)，“鄂尔多斯”(Erods), “康佳”(KONKA)，“青岛”(Qingdao), “华为”(huawei).

3.2Literal translation

Literal translation is “made on a level lower than is sufficient to convey the content unchanged while TL(target language) norms”(Mark Shuttleworth & Moira Cowie 96). Literal translation is a translation method to express context meaning directly. There are some examples: “红蜻蜓”(Red Dragonfly), dragonfly gives light feeling to person . It means that if you wear the “Red Dragonfly”, you will feel very relaxed and comfortable. “向日葵”（Sunflower）, and “向日葵”in China is a kind of flower standing for happiness and optimism. So this kind of translation is not only corresponding text meaning, but also has good meaning to customers. “熊猫”(Panda),panda is symbolization of China and its image is very cute. “Little Swan”（小天鹅）, “Little Swan” is also same example with “Panda”. “Great Wall”（长城）, “Great Wall” is famous scenic spots in our country and it also means magnificent. “三枪”(Three Gun) , “百灵”(Lark), “lark” is a kind of bird which song is very clear and it is very laborious.“太阳岛”(Sun Island), “Peony” (牡丹)，“牡丹”is our nation flower and stands for riches and honor. “良友”into “Good

Companion”.“良友”is a brand about cigarette. It means that cigarette is a good friend of smokers and will company with them. More examples:“自然美”(Natural Beauty),“自由鸟”(Free Bird), “三鹿”(Three Deer), “双星”(Double Star),“蜂花”(Bee and Flower),“蓝天”(Blue Sky),“金星”(Golden Star). Almost each customer cares about the meaning of trademark. Therefore, if the literal meaning of trademarks is great, we can just translate the trademark with literal translation. Literal translation of the trademark will make the trademark easy to remember.

3.3Free translation

“Free translation: a type of translation in which more attention is paid to producing a naturally reading TT(target text) than to preserving the ST(source text) wording intact; also known as Sense-For-Sense Translation , it contrasts with literal and Word-For-Word Translation”（Mark Shuttleworth & Moira Cowie 62). Free translation is used widely in trademark translation. There are some good examples: “相宜本草”（Inoherb）,We can know it is consist of many of herbs mainly through its trademark and let customers comfortable and feel relieved when they use it. Besides, “Inoherb”is short and clear and easy to remember. “彩虹集团”into “IRICO”, “IRICO” = Iris + Corporation. Iris is a goddess of the rainbow in ancient Greek and rainbow always makes people think about hope and success. Free translation combines with meaning of trademark which would make person have a deep cognition of the brand.

3.4Combination of Transliteration and Free Translation

Combining transliteration and literal translation is the regarded as the best translating method for trademarks. The translation is according to the consistency of pronunciation, at the same time, to the trademark of a symbol meaning. For example,“联想”(Lenovo),“联想”was called “Legend” in 1984. But from 2003 to now, we call it “Lenovo”, “le” from “legend” and “novo”from “nova”. “nova”means new in Latin. And Other successful cases:“海尔”(Haier) . The success of the Haier there is its original a leading for, and also having generally meaning. “Haier” has same pronounce as “Higher”, this made the brand had a great image for customers. “海信”（Hisense）, another patchwork English trademark of two English words "high" and "sense", proves to be a more successful case of dynamic adaptation in this aspect because it not only conveys the product's properties of high-sensitivity and high-clarity but also sounds similar to its Chinese pronunciation. It has good meaning, and“海信”is from“海纳百川，信诚无限”. It is also a successful trademark. To some extent, indeed, many famous English trademarks of Chinese enterprises can be improved in this way. For example, Menmilk (蒙牛）can be replaced

by Manila (milk for the mankind rather than for men only) or Melomilk (melody + milk) or Menumilk (menu + milk); Yili (伊利）can be replaced by Yearely (year + rely)，which is similarly pronounced and conveys the metaphor of “a brand worth relying on all year round”; Bird (波导）can be replaced by Bosdial (boss + dial) to convey the implication of a noble product of telecommunication; Baixiang (白象）can be replaced by "Buyshare" to show its popularity and generosity. Other examples:“乐凯”（Lucky）, “舒肤佳”(Safeguard), “红袖”(hopeshow) ,“朵彩”(Docare), “雅致”(Elegant), “飞科”(Flyco), “西冷”(Serene), “四通”(Stone), “老板”(Robam), “方太”(Fotile), “方正”(Founder). This way combination of Transliteration and Free Translation, which makes customers have very deep impression of trademarks in pronunciation and meaning. In fact, in our daily life, many trademarks always choose this way to translation.

4. The problems in the C-E translation of trademark

With the development of the economy, the trademark of one country is not accepted by the other country because of different culture, customs and language between two countries. In view of the differences between Chinese and western in customs, language and culture, there will have some problems in the Chinese trademarks into English inevitably. This will hinder our trademarks into the world market. <1>The translation is not agree with western culture. Because of the different cultural backgrounds and language expressions between China and western countries, we have to think about that the translation is agree with western culture. There are some examples,“金龙”(Gold Dragon), this translation is very well in China. Because the “Dragon” symbolizes “right and lucky” in China, but it is regarded as monster by people who are in western. Therefore, the electric appliance of“金龙”is not accepted by customers in overseas market. Other examples,“五羊”(Five Goat),“藕粉”(Lotus Root Starch). <2>There are same trademark of different products. According to the data, there are over 200 million English trademarks in the world. So, our some companies don’t think about this question when they translated the trademark into English. For examples,“乐凯”(Lucky), lucky in Chinese means “幸福，幸运”. But our another product “珞珈山”is also translated into (Lucky) . This makes customers confused.“多芬”and“德芙”are translated into “Dove” .<3>The translation is not novelty. The translation of Chinese trademark into English not only shows the Chinese characteristics and culture, but also should agree with consumer demand of foreigner. Therefore,

the translation should be novelty. There is a some wrong example,“梅”(Plum/Winter sweet), “Plum/Winter sweet”are not special to foreigner and can’t express the characteristics of梅.

<4>The translation is inelegant. Some translations don’t conform with the religion and culture of western. For example, a brand of soap“西子”is translated into “Shitze”, this would make western think about “shits” easily. Without doubt, this soap will not be accepted by foreigners. Other examples,“孔雀”(Peacock Color TV), “喜鹊”(Magpie). <5>The translation includes some political metaphors. The translation of trademark not only thinks about culture and language, but also the politic. For instance, “大鹏牌”(ROC), “大鹏”is a holly bird in Chinese mythology and people always associate“大鹏”with“大鹏展翅”in China. However, “ROC” was stand for Republic of China in Chinese history（中华民国）. This translation once reached to abroad, which will cause bad influence for our country.<6>The translation has undesirable meaning. Most of the trademarks are transliteration. For example,“茉莉”(moli), “moli” is flower tea in China and is popular in European and America. But, it’s welcome in Southeast Asia. Because the “moli” in Southeast Asia has the same pronunciation with“没利”. Another example, “马戏扑克”(MAXIPUKE),“MAXIPUKE”in English dictionary means hyperemesis. So, foreign customers put it off.

5.The strategies to solve the problems

Above all, there are some problems on the C-E translation of the trademark. Therefore ,there are also some strategies for these problems. <1>To master the methods of trademark translation on C-E. The methods includes Transliteration, Literal translation, Free translation, Combination of Transliteration and Free Translation.<2>Undertaking the differences between Chinese and Western cultural. The cultural backgrounds, customs and language expressions are different between China and English countries. For example,“白象”were direct translated “White elephant”. However, “White elephant” is symbolized worthless thing.<3>The translation should be simple and readability. The trademark should be short and easy to remember. Such as,“格力”(Gree).<4>The translation should have good meaning. The translator should think about the meaning of the trademark and how to make the customers like the trademark better. For example,“舒肤佳”(Safeguard).<5>Avoiding the political metaphor. There are some wrong examples.“大鹏牌”(ROC), “大鹏”is a holly bird in Chinese mythology and people always associate “大鹏”with“大鹏展翅”in China. However, “ROC” was stand for Republic of China in Chinese

history（中华民国）. This translation once reached to abroad, which will cause bad influence for our country. So when we translate the Chinese trademark into English,we should think about the politic.<6>Translation should be novelty and unique. When the producers establish a trademark, they should be sure that this trademark is unique and there was not registered before it. Besides, the translation should be creative. Therefore,the translators can make use of the translation methods.

6. Conclusion

With the globalization of world economy, the trademark has been become very important. Besides, trademark is a special kind of language symbols and is the commodity remarkable characteristics enrichment, as well as a core part of commodity culture. And it enhances the enterprise to participate in international competition. So a better translation can bring many profits to a company and also is beneficial to the market development. Therefore, the translation of trademark becomes a necessity.

Trademark has become not only a factor of business but also a component of culture, which lead the translation of trademarks like a trans-cultural communication. In the translation process, the translator should consider the differences between two languages. Meanwhile, the application of trademark has a direct effect on the reputation, profile of a company. In order to expand the market, each company must have to put the translation of trademark in an important position.

As China has joined WTO, there will be more and more native brands exporting to the other countries. So the creation of our English trademark has become another crucial factor in the trade business. In a word, we hoped that the discussion on the trademark translation would help more and more Chinese products enter into the world market.

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王宁：《中国批评话语的建构》。载《外语与外语教学》，2000年第8期，第48-51页。张美芳：《翻译研究的功能途径》。上海：外语教育出版社，2005。

浅谈中文商标英译中存在的问题及对策

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浙江长征职业技术学院毕业设计（论文） 论文题目：商标名称的翻译和策略 系别：应用语言系 专业班级： 09 商务英语3班 学生姓名：孙城 指导教师：柴畅

二○一二年四月二十三日 目录 摘要 (1) 引言...................................................................................................................................错误！未定义书签。1商标名称的特点..........................................................................................................错误！未定义书签。 1.1商标名称的语言特征 (2) 1.2 商标名称的其他特征 (3) 2商标名称的构成 (3) 3商标名称的翻译策略 (4) 4 商标名称的翻译方法 (4) 4.1 音译 (5) 4.2 直译 (5) 4.3 调整 (5) 4.4音译+意译 (5) 4.5 音译+直译 (5) 结语 (6) 参考文献 (7) 致谢 (8)

商标名称的翻译和策略 【摘要】商标是一种特殊的语言符号，是商品显著特征的浓缩，是商品文化的重要部分，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，更是一种策略。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。本文主要探讨商标名称的翻译及其策略。 【关键词】商标名称翻译策略 Abstract：Trade mark is a special language symbol. It is the concentration of the notable feature of commodity and an important part of the culture of commodity. It is also a powerful weapon for the enterprise to involve in the international competition. It is a strategy to attract customer and promote sales. A good trade mark may bring great wealth to the company, while a bad trade mark may lead to heavy losses. The translation of trade mark is of vital importance and closely related to a company. The translating skills and strategy are analyzed in this paper. Key words: brand name translate strategy 引言 商标是刻在或印在一种商品的表面或包装上的标志、记号(图画、图形、文字等)，使这种商品和同类的其他商品有所区别。商品的商标如同人的名字,是产品形象的代表和产品质量的象征。好的商标能带给人美的享受，激发消费者购买欲望，为商家带来巨大的经济收益。商标是语言文字和民族文化的统一体，具有典型的文化属性，承载着一定的文化涵义，故其翻译必然进入跨文化交际的领域，成为跨文化交际的一面镜子。

中文商标和广告的英译

中文商标和广告的英译 英语1102班 高阳 110901210

广告( Advertising ) 一词源于拉丁文advertere, 意思是“使人注意、知晓”的意思，其目的是向公众推介某种商品或者服务。广告是指通过一定的媒体如广播电视、报刊杂志、条板张贴、网络等形式向公众提供警示、商品推介等的一种宣传方式。广告按其内容可以分为四大类，即：商品广告（Product Advertisement）、劳务广告（Service Advertisement）、企业形象广告（Corporation Advertisement）和公益广告（Public-Welfare Advertisement）。 常见广告语翻译欣赏 1．Good to the last drop．滴滴香浓，意犹未尽。（麦斯威尔咖啡） 2．Obey your thirst．服从你的渴望。（雪碧） 3．The new digital era．数码新时代。（索尼影碟机） 4．We lead，others copy．我们领先，他人仿效。（理光复印机）5．Impossible made possible．使不可能变为可能。（佳能打印机） 6．Take time to indulge．尽情享受吧！（雀巢冰激凌） 7．The relentless pursuit of perfection．不懈追求完美。（凌志轿车）8．Poetry in motion，dancing close to me．动态的诗，向我舞近。（丰田汽车）9．Come to where the flavour is marlboro country．光临风韵之境——万宝路世界。（万宝路香烟） 10．To me，the past is black and white，but the future is always color．对我而言，过去平淡无奇；而未来，却是绚烂缤纷。（轩尼诗酒） 基本方法 广告命名翻译中，要想在如林的广告中独树一帜,引人注目,增强语言的艺术性和感染力,离不开修辞手段的发挥。这一点与语用学、修辞学范畴里的注意价值(value of attention)和新奇价值(value of surprise), 即利用文字巧合别出心裁, 吸引读者不谋而合。多数商标命名和翻译是采用了音译、意译、音意并重等方法，并运用双关（pun），谐音（homophony）,拟人（personification），夸张（exaggeration）等修辞手法，使商标表达得更加形象生动。

浅谈中英文商标的翻译方法

浅谈中英文商标的翻译方法 浅谈中英文商标的翻译方法 浅谈中英文商标的翻译方法 商品是商品的标识和象征，可以帮助商品树立形象，影响商品的销量。商标命名成功与否会影响消费者对商品的好恶，甚至会左右他们的购买行为。[1]随着国际商业交流的日趋频繁，商标翻译的重要性也日益凸显出来。对于进出口的商品来说，商标的翻译无异于对商品进行的第二次命名，其重要性不言而喻。 1 商标的特点与功能 不管是以源语言出现的商标，还是以目标语言出现的商标都具有以下特点和功能。 从语言、语音的角度看，商标的特点是：简单，朗朗上口。绝大多数的商标都是由一个词或词组构成的。这样会给消费者一种一目了然的感觉，能激发消费者的联想，并左右消费者的购买行为。尽管有些商标字数偏多，但是总可以做到朗朗上口，这样消费者就很容易记住它，并在面对市场上琳琅满目的商品时迅速从记忆中搜索出那个最熟悉的品牌。如：汽车品牌“奔驰”，给人的感觉就是这车一定跑得很快，风驰电掣；文具品牌“得力”，让人想到，它一定是办公的得力助手等。 同时，商标也在起着传递商品信息的功能。商标是商品的代言，一方面，从词形发音上强化消费者对其的记忆；另一方面，也在字面或词义内涵中传递着商品功能的信息。如：香皂品牌“舒肤佳”，向消费者传递的信息就是，这个牌子的香皂是使皮肤舒服的佳品。 从上述的分析可以看出，商标不仅是商品的名称，还要承担传递商品信息的职责，并且要使消费者产生良好的联想。这就要求在进行商标翻译时，要考虑到不同文化背景和审美习惯对人们的影响，既要照顾商标在源语言中的本意，又要照顾到其在目标语言中所要表达的意思，使其在目标语言中也可以深入人心。虽然，商标只是一个词，翻译时没有句子、段落、篇章去约束它，但是要做到使其在目标语言中功能相似、效果相近，也应采取一些翻译方法。

中文英文商标命名与翻译方法

中文英文商标命名与翻译方法 所谓广告,就是广告人有计划的通过媒体传递商品的劳务,或其他信息,以促进销售,扩大宣传的大众传播技术。研究这一大众传播技术的学问,即称"广告学".它是一门集经济学,市场经营学,美学,社会学和现代技术等多门学科于一体的综合学科。广告的对象是所有的接受者,因而它必须明确、清楚和一目了然, 以便于接受者在短时间内接受。也就是说,它必须遵循AIDMA的法则,即attention注目,interest兴趣,desire欲望,memory 记忆,action行动。芝加哥大学社会学家多温卡特顿特曾在《传播学》一书中也指出信息必须首先引人注目,然后才有可能取得效果。商标作为企业商品的一个重要的组成部分,同样具有这一特点。因而商品名(即商标)的好坏给消费者的心理刺激是完全不同的,例如wEichuan味全(食品商标,喻五味俱全),Duracell金霸王(一种耐用的电池),kodak柯达(一种小型照相机),xerox施乐(一种静电复印机或静电复印法)。同时,广告商标还应具备一定有思想性和内涵,更能激起人们的兴趣,加深人们对商品的印象,例如coca-colask 可口可乐饮料-既可口又可乐,carefree娇爽卫生用品(英文含义为无忧无虑,轻松,愉快),NIKE耐克运动系列产品(英文含义为希腊神话中的胜利女神,象征着胜利)。另外,广告商标还应

简洁独特,使人们在不断的重复中,强化记忆。例如GM汽车。TCL王牌彩电,7-UP七喜饮料,apple苹果电脑等。最后广告商标的形象生动性,也同样不可忽视。如kiss me奇士类口红。Benz奔驰汽车,pentium奔腾电脑,puma彪马,特别是随着新兴学科CI(corporate identication or corporate image),即通过设计系统来塑造企业形象的经营技法的兴起和发展,商标的重要性日益突出,一些公司企业甚至实施企业名称=商标的战略,以增加宣传活动的效率 . 中英文互译须涉及到文化的差异,因而翻译中的对等也仅仅是相对的对等性。例如白翎商标,如译为white feather 在英文中表示无用的东西,这对于英美人而言,是不可接受的,所以这样的翻译最好采用音译法,又如凤凰商标,如采用音译,西方人也只知其音而不知其意,如果用phenix(神话中的不死鸟。象征复活再生)就自然而然的把商标的内涵和凤凰在中国文化中象征着吉祥如意紧密联系起来。由此可见,中英文商标的互译,在注意文化差异的前提下,应采用音译,意译相结合,音译和意译等多种方法。 [一]音意兼顾,形神皆备。这类商标的命名和翻译一般采用双关(pun),头韵(alliteration),裁剪(clipping),谐音(homophony),拟人(personification),拟声(onomatopoeia),夸张(exaggeration)等修辞手法,结合中英文两种不同文化背景的共同点和相似点,直接把企业产品