The-Culture-Differences-in-Trademark-Translation

北京××大学课程论文题目:TheCultureDifferencesinTrademarkTranslation学号：姓名:完成日期：AbstractTrademarkpromotionisanimportantmeanofsellinggoodsandcompetitionfortheinternationalmarket,andcultivatingbrandnameistheimportantlinkstoopenuptheinternationalmarkets.Sotheimportanceofagoodtrademarktranslationisself-evident.WiththeglobalizationofthewordeconomicsystemandChina'senteringWTO,theproductsofimportingandexportingstrengthendaybyday,ithasalsoledtothetranslationofthetrademarkhasbeengainingattention.Nowadays,moreandmorepeopleinChinahaverealizedtheimportanceofgoodbrandnamesandinternationalbrandnamesinpromotingsalesandcultivatingmarkets.Itisthereforenotonlynecessarybutalsourgenttostudyonbrandnamesandthebrandtranslationupgradetoanewlevel.Themainobstacleoftrademarktranslationisthedifferentcultures.Theculturaldifferencesarerepresentedbytheformsoflanguage.Duetothefactthattrademarksaremainlydescribedbylanguage,therearesomedifficultiesinthetrademarktranslation.Then,inthispaper,apartfromsomegeneralknowledgeabouttrademark,theculturaldifferencesbetweenEnglishandChinesebrandsareshownandsomemistranslationsaregiven.Throughthese,hopetoprovidesomehelptotranslatetrademark.KeyWords:trademarktranslation;culturedifferences摘要商标宣传是国际市场推销商品和进行竞争的一种重要手段，而培养名牌商标是进一步开拓国际市场的重要环节。因此，做好商标的翻译，其重要意义是不言而喻的。随着世界经济体系的全球化和中国加入WTO，产品的进出口日益增强，因此也导致了商标的翻译越来越受到重视。如今，人们越来越多的意识到，在产品销售过程中，好的商标名称以及国际化的商标名称发挥着重要作用。研究商标名称是一项必要而且紧迫的任务，商标的翻译也提升到一个新的高度。商标翻译中最主要的障碍就是语言的不同,以及由于不同的地区,不同的语言,不同的背景所带来的文化的差异。这种差异通过语言表现在商标的翻译与表述之上,使得商标翻译具有一定的难度。就此，本文在对商标基本认识的基础之上,重点说明了商标翻译中常出现的文化差异现象,及忽视文化差异的商标失译例子，通过这些希望对商标的翻译有所帮助。关键词：商标翻译；文化差异TableofContentsAbstract(English)…………………………………………………………………(i)Abstract(Chinese)…………………………………………………………………(ii).Contents…………………………………………………………………………....(iii)1.Introduction………………………………………………………………………12.Generalknowledgeabouttrademark……………………………………………12.1.DefinitionofBrand……………………………………………………………12.2.CharactersofBrand……………………………………………………………12.3.FunctionsofBrands……………………………………………………………22.3.1.Distinguishablefunction……………………………………………………22.3.2.Informativefunction………………………………………………………..22.3.3.Symbolofcredit……………………………………………………………32.3.4.Stimulatingconsumption……………………………………………………33.Culturaldifferences………………………………………………………………...33.1.Differencesinliteralmeaning…………………………………………..………….43.2.Differencesinconnotation………………………………………………………...53.3.Differencesinusages………………………………………………………….......64.Conclusion…………………………………………………………………………..6Reference……………………………………………………………………………71IntroductionWithmoreandmoreforeignproductscameintoChinaandChineseproductsexportedabroad,trademarktranslationhasbecomeanincreasinglysignificantpartofmarketingstrategy.Awell-translatedtrademarkcanalsosavemillionsofdollarsovertheproduct'slifebecauseitcarriesitsownmeaning,describestheproduct'sadvantages,anddifferentiatestheproductsignificantlyfromitscompetitors.Byreadingthebrandnames,itiseasytotelltheproductsfromonetotheotherandtoknowthecharactersofproducts.Forthegoodbrandhasthefunctionsofdistinguishing,providinginformationofproductsandbeingsymbolofcredit,thegoodbrandhasagoodadvertisementfortheproductandhelptotakeinalargermarket.Sothispaperemphaticallypointouttheculturedifferencesintrademarktranslation,ifthetranslatorsknowmoreaboutthesedifferences,theymaytranslatebrandsbetter.2Generalknowledgeabouttrademark2.1DefinitionofbrandAbrandisshownbyaname,aword,asign,asymbol,adesignoracombinationofthem.Itisintendedtoidentifytheproductsorservicesofoneselleroronegroupofsellersandtodifferentiatethemfromtheircompetitors.Inotherwords,thebrandistreatedasthesymboloftheactualproduct.Itisasynthesisofphysical,aesthetic,rationalandemotionalandcultural,whichisaperceptioncreatedinthemindofconsumerswhoattributebeliefsandvaluestotheproduct.Brandsareprintedonthesurfacesoftheproducts,packagesanddirections,andhangedinpublicplaces.2.2CharactersofbrandsBrandshavethreecharacters.Firstofall,brandisamarkwhichiscloselyconcernedwithacertainproductorservice.Brand,beingdifferentfromArts,isusedasaspecialmarkinthefieldofthesupplyingandoperatingofproductsorservices.Second,brandhasthecharacterofdistinguishingoneproductorservicefromanotherandisdifferentfromasignwhichshowsthequantityandqualityoftheproductorservice.Third,brandhasaparticularfeature:itiseasytobereadorunderstoodbyreadingtheword,sign,symbol,designorthecombinationofthem.2.3FunctionsofbrandsAsthedevelopmentofeconomy,brandmaybeakindofeconomicsymbolmorethanamarkoftheproductorservice.Bandplaysanimportantroleinthetrading,anditssignificanceisrealizedbymanycompanies.Brandshavefivefunctionsasfollows:2.3.1DistinguishablefunctionBeingcommodities,differentproductsorservicesofthesamecharacterhavedifferentquantities，qualitiesandservices.Brandsarelikethefacesoftheproducts.Itisnotdifficulttoseethatdifferentbrandshavethesamefunctiontodistinguishonekindofproductsorservicesfromanotherkind,justasthefunctionofpersons’names.However,brandscandomuchbetterthanpersons’namescando.Becausebrandsarethesignaturesofproductsorservicesandnoneofthemarerepeated.Thatistosay,whentheconsumersreadabrandinastoreorapublicplace,theycaneasilya