<ruby id="lvrcx"></ruby>
  • <tbody id="lvrcx"></tbody>
    <tbody id="lvrcx"><nobr id="lvrcx"></nobr></tbody>
  • <tbody id="lvrcx"><div id="lvrcx"></div></tbody>
      <bdo id="lvrcx"></bdo>
      <track id="lvrcx"><span id="lvrcx"></span></track>

        <tbody id="lvrcx"><nobr id="lvrcx"></nobr></tbody>
      1. <tbody id="lvrcx"></tbody>
        1. <menuitem id="lvrcx"><dfn id="lvrcx"><menu id="lvrcx"></menu></dfn></menuitem>

            指導
            網站地圖
            澳洲代寫assignment 代寫英國assignment Assignment格式 如何寫assignment
            返回首頁

            On the Chinese Translation of Brand Names in English論品牌英文名稱中

            論文價格: 免費 時間:2011-04-15 17:03:12 來源:www.orient-thai.net 作者:留學作業網

            On the Chinese Translation of Brand Names in English論品牌英文名稱中文翻譯英語商標的漢譯
            商標名的翻譯原則與品牌文化
            The Translation Principle of Brand Names and Brand Culture

            Abstract(商標語的翻譯
            摘 要商標名的翻譯是一種跨文化交際形式,不管是中文商標的英譯還是英文商標的漢譯,都會涉及到語言規律、文化心理、審美情趣等方面的因素。商標翻譯者在遵循翻譯原則的同時,也要注意一些商標翻譯的文化禁區,并且...)

            As the result of gradual extension of commodity exchange in China’s market, and the further development of economic globalization, the brand names, as the legally registered name of emblem of http://www.orient-thai.net/   commodities, are playing crucial roles in international trade. More and more enterprises have come to the realization that one of their most valuable assets is the brand name associated with their products, so it is important to do well in the translation of English brand names.
            隨著中國市場上商品交流的不斷擴大,以及經濟全球化的深入發展,商標作為代表商品的符號,在國際貿易中正扮演著十分重要的角色。越來越多的企業已逐步認識到商標是企業巨大的資產之一,因此,做好英語商標翻譯工作的重要性不言而喻。

            This thesis intends to approach brand name translation from the angle of the theory “correspondence in meaning and similarity in function”, combined with the principle of “beauty in sense, form and sound”. After discussing the typical translation instances of English brand names, the author studies several methods and techniques of brand name translation. This shows translation of English brand names needs comprehensive ability including language, culture and art, as well as creativity and imagination. Based on detailed analysis, the author holds the view that trademark translation aims at reaching the goal of cultural accommodation for publicizing their products, so English brand name translation should conform to the conventional language, and consider the factors of culture and aesthetic psychology in target market. At the end of this thesis, the author points out existing problems of trademark translation in China and also disposes some suggestions to solve the problems.

            Key Words: English trademark; brand names; Chinese translation; translation method;products
            摘 要
            本文從遵循“意義相符,功能相似”的翻譯原則的角度探討了英語商標的漢譯,并將“意美、形美、音美”作為衡量商標翻譯成功與否的標準;爾后在比較典型的英語商標的翻譯個案中,作者具體討論了幾種商標翻譯的方法和技巧,這其中表明了英語商標的漢譯需要譯者語言、文化、藝術的綜合能力,更需要譯者的創造力和想象力。并在此基礎上闡明了作者的觀點,商標的翻譯要以文化上的“入鄉隨俗”為標準向消費者來宣傳商品。因此,英語商標的漢譯必須要符合中國商品市場的語言習慣,并考慮到其中的文化和審美心理的因素。文章最后,作者提出了我國在商標翻譯中存在的問題,并就此提出了一些改進的意見。#p#分頁標題#e#

            關鍵詞:英語商標、商標名、漢譯、翻譯方法、產品
            從跨文化角度談中文品牌名稱的英文翻譯(632745)
            指導留學生國際市場專業論文自中國成為WTO的正式成員國以來,越來越多的中國企業有機會走出國門,在國際舞臺上展示自己的風采。同時他們也意識到一個不可忽略的問題,那就是:要進入國際市場,吸引國外消費者的眼球,除了提供優質的產品和服務之外,擁有一個得體的品牌名稱也至關重要。要在日趨激烈的國際競爭中獲得消費者的青睞,就必須慎重地處理品牌名稱的翻譯??梢院敛豢鋸埖刂v,這關系到一個產品能否在目標市場獲得消費者的認可。 應該說品牌名稱的翻譯是一門綜合的藝術,它不是由源語到目標語的簡單替換,它需要融合多方面的知識,比如翻譯理論、歷史、文化、美學、心理學、社會學,要解讀譯語受眾的民族心理、價值取向、宗教信仰、審美習俗等。它既要與商品內容緊密相關,又要有鮮明的視覺效果,使人眼前一亮,印象深刻。所以對這個話題的研究不但屬于語言范疇,更屬于文化范疇。 已經有許多學者涉獵此項研究,比如,王燕希在《廣告英語》中談到了這個話題,他所提到的基本方法有:縮略法、組合法、詞綴法等,但沒有把它作為一個專門的問題來研究,只是作為廣告的附屬物,并沒有給人留下深刻的印象。朱亞軍在《商標命名研究》一書中總結了品牌名稱的構成特點及各種方法,但并沒有從...As China became a formal member of WTO, more and more Chinese enterprises have the opportunities to grow and prosper in the world market. In the process of exploring onto the world stage, Chinese enterprises have come to the realization that one of their most valuable assets is the brand names associated with their products or services. Having an eye-catching but appropriate brand name has been proved to be a powerful weapon in the increasingly fierce competition. Therefore, many Chinese enterprises have tr...
            (英語)眾多國際大品牌化妝品的名字由來及中文翻譯
            愛美是女人的天性,而對美的追求和渴望是購買商品的永動力。市場上那么多的國際知名化妝品品牌,她們的名字風格各異,你知道這些大品牌名字背后的故事和文化內涵嗎?

            1 化妝品的名字體現了歷史和西方文化傳統

            已成為引導世界潮流的全方位化妝品牌LANCOME(蘭蔻),其構想來自于法國中部的一座城堡LANCOSME。由于城堡的四周重滿了玫瑰,充滿浪漫意境,而Armand Petitjean本人更認為每個女人就像玫瑰,玫瑰也就成了LANCOME蘭蔻的品牌標志。

            西方文化是個體取向,強調個人意識。用人名或姓氏作為品牌名稱,以顯示對產品發明人、企業創始人的尊重與紀念,從而體現個人價值。如世界頂級化妝品品牌EsteeLauder,由Estee Lauder雅詩蘭黛和JosephLauder約瑟夫蘭黛建立的雅詩蘭黛公司的前身,現在已經發展成為全球最大的護膚、化妝品和香水公司。#p#分頁標題#e#

            以創始人命名的化妝品還有:Mary Kay玫琳凱,Chanel夏奈爾或香奈兒,Arden雅頓,Dior迪奧等等,這些品牌在全世界都極為暢銷。

            2 化妝品的漢譯名要考慮漢語文化

            國外產品進入中國市場都有明確的定位,所以商標翻譯必須建立在漢語的文化基礎上。例如,有種口紅的英譯漢,將"KissMe"翻譯成“奇士美”,而并非直譯成“吻我”,就是考慮到了中華民族崇尚含蓄的特點。“奇士”與“騎士”同音,與“美”結合,給人以英雄美人的聯想,在照顧到中國消費者心理的同時,同樣表現出了KissMe所要表現的內涵。

            又如,Christian Dior公司在1985年推出了Poison香水,中文譯作“百愛神”,其義妙不可言。“百愛”讓人聯想到“三千寵愛于一身”,“神”是美的化身,此譯迎合了中國女性追求溫婉、嫻熟的心理。若直譯成“毒液、毒藥”,銷量勢必會受到影響。

            3 化妝品漢譯名的審美情趣
            在翻譯女性美容用品商標的時候,除了要反映商品的屬性,還應盡量做到形式美、意境美和創意美的完美統一,在給人詩情畫意般的感受之余,達到刺激消費者購買欲的目的。

            形式美
            形式美主要指商品名稱的音韻美和字形美。

            例如,美國化妝品Maybelline,漢譯名為“美寶蓮”。“美”暗示其功能,“蓮”暗示其效果,既取其音,又取其義,且發音響亮,寓意美好,不失為一上乘之作。

            又如日本護膚品Clean&Clear,產品原名本意為“干凈清爽”,而其漢譯名為“可伶可俐”,既利用了原名的諧音,又恰到好處地運用了漢語中的雙聲,讀起來聲音清脆,節奏明快,其作為少女護膚品的譯名是最恰當不過了。

            遵循字形美原則的護膚品譯名有:法國護膚品Clarin,其漢譯名為“嬌韻詩”,“嬌”、“韻”二字體現了陰柔之美,再加上“詩”讓人浮想聯翩,給女性留下了美好的印象。同樣,LANCOME蘭蔻、Ardor雅黛、VICHY薇姿、Avon雅芳、Arche雅倩、Olay玉蘭油、Menard美伊娜多等諸多譯名采用了“芳”、“黛”、“詩”、“蘭”、“玉”、“姿”等漢字,迎合了廣大女性的消費觀念,這無疑會給商家帶來較好的效益。

            意境美
            意境美主要指商品的名稱可以使人產生豐富的聯想。

            例如,歐洲三大護膚品牌之一BIOTHERM的漢譯名“碧歐泉”,可謂音形意的完美結合。源語商標名內涵豐富,Bio-意為皮膚的生命,-therm是指礦物溫泉,因為在法國南部山區就有一種礦物溫泉,它對人體,特別是對肌膚有著特殊的功效,而BIOTHERM產品中的有機活性因子P.E.T.PTM正是從這種礦物溫泉中提煉出來的。其漢譯名中,“碧”使人聯想到碧水藍天,“歐”、“泉”指代了產品的誕生之地,商標的設計又以藍色為主色調,更給人以清新自然、優雅純凈的感覺。#p#分頁標題#e#

            又如,Be True是一種潔膚化妝品,被譯為“冰純”,從英文中的兩個音節譯為漢字的兩個音節,而且語意較為貼切,令人具有冰清玉潔、純潔無瑕的清爽之感。

            創意美
            創意美主要是指商品名稱采用了創造性的表現手法,真實而又傳神地反映出商品的屬性和效用。

            例如,美國化妝品Revlon露華濃,出自李白描寫楊貴妃的《清平詞》:“云想衣裳花想容,春風扶檻露華濃。”引經據典,音義并重,給人一種高雅、艷麗的感覺。

            又如,流行的口紅品牌UP2U,采用了英文與數字靈活組合的形式,同Up to you的發音一致,此商標加入了網絡時代的新元素,廣受時尚青年的喜愛。

            總之,成功的女性化妝品商標譯名不僅能傳達出商標的內涵,更能強化、升華,達到美的境界,使商品獲得第二次生命。無論是瀏覽還是購買化妝品,也便成為一種美的享受了。
            A number of international brands of cosmetics and the Chinese translation of the origin of the name of
            Amy is a woman's nature, while the pursuit of beauty and desire is to buy goods never power. Market, so many world-renowned cosmetic brand, the name of their styles, you know the story behind the big brand names and cultural connotations do?

            A cosmetic name reflects the history and cultural traditions of the West

            Has become the leading all-round global trend of cosmetic brands LANCOME (Lancome), the concept comes from the middle of a castle in France LANCOSME. As the weight around the castle filled with roses, romantic mood, but Armand Petitjean I also think that every woman is like roses, roses have become a LANCOME Lancome brand identity.

            Western culture is an individual-oriented, emphasis on individual consciousness. Employer name or last name as the brand name, to show the product inventors, founders of the respect and commemoration, reflecting personal values. As the world's top cosmetics brands EsteeLauder, by Estee Lauder Estee Lauder and JosephLauder • Joseph • Lauder • Lauder Ascott established the company's predecessor, and now has become the world's largest skin care, cosmetics and fragrance companies.

            There are named after the founder of cosmetics in order to: Mary Kay Mary Kay, Chanel Chanel or Chanel, Arden Arden, Dior Dior and so on, these brands are extremely popular in the world.

            2 Translation of names to be considered cosmetic Chinese Culture

            Foreign products into the Chinese market have a clear positioning, so mark translation must be based on the Chinese language and cultural basis. For example, a kind of lipstick English to Chinese, the "KissMe" translated as "Sunkist beauty", and not directly translated as "Kiss Me" is implicitly advocates, taking into account the characteristics of the Chinese nation. "Sunkist" and "Knight" are homonyms, and the "beauty" combination gives a Hero-beauty of the association, taking into account the Chinese consumer psychology at the same time, also demonstrated the performance of the content to be KissMe.#p#分頁標題#e#

            Again, Christian Dior's Poison launched in 1985, fragrance, Chinese, translated as "100 Eros" and its meaning fantastic. "100 Love" reminiscent of the "beloved" and "God" is the embodiment of the United States, this translated to meet the Chinese women seeking gentle, skillful psychology. If the straight translated as "poison, poison," sales is bound to be affected.

            3 Translation of the name of cosmetic aesthetics
            Women's beauty products in the translation of the mark when, in addition to reflect the attributes of goods, but also as far as possible formal beauty, artistic beauty and creativity of the perfect unity of the United States, in giving poetic feeling of the I-like, to stimulate consumer desire to purchase the purpose of .

            Beauty of Form
            Beauty of Form refers primarily to the phonological trade names beauty and shape America.

            For example, the American cosmetics company Maybelline, Translation named "Maybelline." "America," suggesting its function, "Lotus" suggesting its effects, both draw upon sound, but also draw upon justice, and the sound loud, it means beautiful, after all, a superior quality.

            Another example is Japanese Skin Care Clean & Clear, product originally intended for "clean and fresh" and its Chinese translation, called "Clean & Clear", which can make use of the original name of the homonym, but also just right to the use of the Chinese language in the pairs of sound, the sound crisp read, fast-paced, as the translation of teenage skin care is most fitting.

            Follow the principles of shape US translation skin care products are: French skin care products Clarin, its Chinese translation entitled "Clarins", "Jiao", "Yun" word embodies the feminine beauty, coupled with "poetry," appeals to the imagination, to women left a good impression. Similarly, LANCOME Lancome, Ardor Ya Dai, VICHY VICHY, Avon Avon, Arche Yaqian, Olay Olay, Menard Menard, and many other translation adopted the "Fang", "Dai", "Poetry", "blue" , "Jade", "pose" and other characters, to meet the majority of women in consumer attitudes, which undoubtedly will bring about a better business results.

            Artistic beauty
            Artistic America mainly refers to the name of the product can engender a rich associations.

            For example, skin-care brands in Europe, one of the three translations of BIOTHERM name "Biotherm", can be described as the perfect combination of sound-shaped Italy. Trade names source language rich in content, Bio-meaning the life of the skin,-therm is the mineral hot springs, because the mountains in southern France, there is a mineral hot springs, it has the human body, especially the skin has a special effect, but BIOTHERM products Organic active factor PETPTM is extracted from this mineral hot springs out. Translation of its name, the "Bi" reminiscent of the clear water and blue sky, "Europe", "Spring" to refer to the product's birth, the trademark design of Youyi mainly blue tones, but also gives a fresh and natural, elegant pure feeling.#p#分頁標題#e#

            Again, Be True is a kind of cleansing cosmetics, has been translated as "pure ice" from the English translated into Chinese characters in the two syllables of the two syllables, but a more appropriate semantics, it is a 冰清玉潔, immaculate refreshing of the sense.

            Creative America
            Creative US trade names used mainly refers to the performance of creative practices, real and vivid reflection of the attributes of goods and effectiveness.

            For example, the American cosmetics company Revlon Revlon came from the description of Concubine Yang Li Bai's "Qingping, the word": "Cloud would like to spend like clothes capacity, Spring Rotary threshold Revlon." Citing the classical meaning equal emphasis on sound, giving a kind of elegant, colorful sense of .

            In another example, the popular lipstick brands UP2U, using a flexible combination of English and digital form, with the same pronunciation Up to you, this mark a new era by adding a network element, widely loved by the fashion of young people.

            In short, successful women cosmetics trademark of translation can not only convey the meaning mark, more strengthened, sublimation, to the realm of beauty, so that goods a second life. Whether browsing or buying cosmetics, but also has become a kind of beauty enjoyed.
            [一]音意兼顧,形神皆備。這類商標的命名和翻譯一般采用雙關(pun),頭韻(alliteration),裁剪(clipping),諧音(homophony),擬人(personification),擬聲(onomatopoeia),夸張(exaggeration)等修辭手法,結合中英文兩種不同文化背景的共同點和相似點,直接把企業產品的精神,品質,特點,宗旨等思想表達出來,達到深刻,獨特的目的,使人們在聯想中強化對產品的理解。

            1)雙關 運用這一方法,不僅把中英文商標譯成讀音與原詞大致相同的文字,而且使譯名與原名有相似或相等的內涵。
            A、 過英文,中文的含義,傳達出企業或產品的愿望。例如:
            Strong,英文意為強壯的,強健的,譯作中文為祝強,智強,分別代表醫療儀器和兒童食品,前者含有祝您健康,強壯之意,后者有既聰明又健康之意。
            Quick快克,英文意為迅速的,快的,譯為中文讓人聯想到此藥能迅速克服疾病。
            Youngor雅戈爾一Younger諧音,含有祝人們更優雅,更年輕的愿望。
            Peak匹克,既揭示出產品質量的優良,又希望奧林匹克運動能達到最高點。
            B、過英文、中文的含意,提示出產品的特點。例如:
            Fort福特,既是指一種名牌汽車又比喻暢銷貨。
            Pioneer先鋒音響,象征這種產品是音響行業的先驅。
            Tide汰漬,既說明洗衣粉的泡沫豐富,又暗示這種洗衣粉是一種潮流和趨勢。
            Nestle雀巢,舒適安臥的意思,又能讓人聯想到待哺的嬰兒,慈愛的母親和健康營養的雀巢奶粉。 #p#分頁標題#e#
            Llaurier樂爾雅,既有殊榮的,卓越的,杰出的之意,又說明使用產品快樂而優雅。
            Canon,佳能,既象征產品具有如大炮一樣的威力和迅速,又說明產品優秀而且功能齊全。
            Future cola非??蓸?,非??鞓?,未來的可樂。
            C、通過英文,中文的含意,說明產品的品質。例如:
            Great Wall長城既能說明產品由中國制造,又象征人類奇跡,獨一無二。
            Signal潔諾,既說明產品是出色的,顯注的,又表明它能潔齒。
            D、通過英文、中文的含意,說明產品的原料。例如:
            Coca-cola可口可樂,指南美洲的藥用植物,是非洲產的硬殼果樹。通過這些獨特的原料,既說明獨特的口味。
            Soybean維維豆奶,指大豆。
            Olive奧尼,指一種油橄欖
            E、運用富有詩意或有豐富文化內涵的名稱,使產品具有一定的象征意義。例如:
            MAZDA 松田,拜火教中的光神,松田公司采用這一名稱,希望能效法這位光神,為汽車工業帶來光明。
            NIKE 耐克,希臘神話的勝利女神,象征勝利。
            ANGLE 安吉爾,保護神。

            2)、頭韻 運用頭韻的修辭手法,使商標名稱達到雙聲疊韻的效果,聽起來不僅響亮,而且順口,在不斷的重復中,更容易記憶。例如:
            Coca-cola可口可樂。
            Clean-clear可伶可俐。Rolls-Royce勞斯萊斯。
            3)運用裁剪,諧音和縮略的用法,使商標名稱簡練,獨特,便于信息的傳達。例如:
            SONY索尼,源自于拉丁文Sonus聲音。
            HISENSE海信,源自于high sense高度靈敏。
            Panasonic松下,pana--全,整個,總之意,--sonic聲音的。整個詞表示所有的聲音。
            Frestech新飛,源自于fresh technology保鮮技術。Irico彩虹電子,源自于irix corporation彩虹公司。
            Haier海爾,與higher諧音,象征著更高更好。 Youngor雅戈爾,與younger諧音,象征著更年輕??s略詞如GM,IBM,KFC,NEC,TCL,LG等,這類商標在翻譯過程中,采用直接借用的方法,同樣達到簡練,獨特的目的。
            4)運用擬人(personification),擬聲(onomatopoeia),夸張(exaggeration)等修辭手法,使商標名稱生動,形象。例如:
            Kiss me奇士類口紅,既巧秒風趣的說明使用口紅的動態,又暗示使用這種口紅奇特的美。
            Pantene潘婷,既說明這種洗發水含有多種維他命,又讓人聯想到一位美麗的黑發女郎 。
            Pentium奔騰,形象生動的刻畫出以電子計算機為文體的電子科技信息時代滾滾而來的趨勢。
            Kodak柯達,讓人聯想到按下快門的一瞬間,具有動感的聲音。
            Whisper護舒寶,既有如耳語般的親柔,細致的關懷,又指安全,舒適之寶。
            Supor蘇泊爾,與諧音,意為極好的。
            Crest佳潔士,說明產品是最好的又讓人聯想到產品是優秀的保潔衛士#p#分頁標題#e#

            [二]意譯,即根據英文或中文的字面意思進行翻譯。這類翻譯立足于本國文化,側重一個方面的文化內涵。例如:
            海鷗Seagull,熊貓Panda,雙星Double Star,三槍Three Gun,白貓White Cat,英雄Hero,花花公子Playboy,鱷魚Crocodile等,

            [三]音譯,既根據英文或中文的讀音進行翻譯。同意譯一樣,這類翻譯也側重一個方面的文化內涵。例如:
            Shangri-la香格里拉(世外桃源,與世隔絕的地方)。Jeanswest真維斯(西部牛仔),格力GREE(優勢,杰出,贊同,認可)。托普Top(最佳的東西,精華)。夏普Sharp(靈敏的,敏銳的)。Lux力士(精美,豪華,奢華的,上等的,陽光),Power28活力28(力量,活力)。味全Weichuan,奇聲Qisheng,安爾樂ANERLE,康佳LONKA,春蘭Chunlan,長虹Changhong等。

            [四]以企業或商品的創辦人或發明人或商品產地為商品名稱,從十九世紀一直延襲至今,經久不衰。這類名稱更側重其紀念意義和社會價值,譯名一般采用約定俗成的形式。
            1).來源于企業名的商品名,例如:
            索尼SONY,雅馬哈YAMAHA,富士FUJI,東芝TOSHIBA,西門子SIEMENS,飛利浦PHILIPS,菲亞特FIAT,沃爾沃VOLVO,長虹CHANGHONG,春蘭CHUNLAN,熊貓PANDA,康恩貝CONBA等。
            2)來源于企業或商品創辦人或發明人的商標,例如:
            夏奈兒CHANEL,李寧LI-NING,羽西YUE-SAI,福特FORT,奔馳BENZ,高露潔COLGATE,吉百利CADBURY,鄭明明CHENG MING MING,沙宣SASSOON等。
            3)來源于企業或商品產地的商標名,例如:
            諾基亞NOKIA(芬蘭北部一小鎮名,最初的諾基亞公司建于此地)
            浪琴LONGINES(瑞士圣依梅爾附近的一小村莊,弗蘭西龍和大衛在此創建了手表制造廠)。
            青島啤酒QINGDAO,上海SHANGHAI,等。
            桑塔納SANTANNA,指美國加州盛產名貴葡萄酒的"桑塔納山谷",雖然這種轎車并非產于此地,但是喻意該轎車會如山谷中經常刮起的強勁、凜冽的旋風一樣風靡全球。當然一些商標既是姓名,又能反映商品的特點,例如雀巢NESTLE。
            [1] intended to take into account tone and form of God are prepared. Naming and translation of such trademark generally use the pun (pun), alliteration (alliteration), cutting (clipping), homophonic (homophony), anthropomorphic (personification), to be sound (onomatopoeia), hyperbole (exaggeration) and other rhetorical devices, combined with Chinese and English are two different cultural backgrounds of common ground and similarities, directly to the spirit of enterprise products, quality, features, aims to express such ideas, to reach a deep and unique purpose, so that people associate the enhanced understanding of the product.

            1) The pun using this method, not only in English and Chinese pronunciation of the original trademark to the word roughly the same text, but also translated and the original name similar or equivalent meaning.#p#分頁標題#e#
            A, than in English, Chinese meaning, to convey the aspirations of companies or products. For example:
            Strong, English meaning strong, robust, and translated in Chinese as the Zhu Jiang, Zhiqiang, representing the medical equipment and children's food, the former contains a wish you good health and strong meaning, the latter meaning both smart and healthy.
            Quick crack, English meaning swift, fast, and translated into Chinese language reminiscent of this drug can be rapidly overcome the disease.
            Youngor Youngor a Younger euphony, containing I wish people are more elegant, more young desire.
            Peak Pick only reveals the excellent quality of products, but also want to reach the highest point of the Olympic Movement.
            B, than in English, Chinese implications, suggesting that the characteristics of a product. For example:
            Fort Ford, is also the metaphor refers to a best-selling brand-name goods vehicle.
            Pioneer Pioneer stereo, a symbol of this product is a pioneer in audio industry.
            Tide Tide, laundry detergent foam hand, shows the rich, also hinted that such a detergent is a trend and trends.
            Nestle Nestle, comfortable lying on the meaning of security, but also to be reminiscent of feeding babies, loving mothers and health and nutrition of the Nestle milk powder.
            Llaurier music courtesy of Elite, both winning, excellent, outstanding meaning, but also shows a happy and elegant use of the product.
            Canon, Canon, both as a symbol of product has the power, such as artillery and rapid, but also showing that a product quality and fully functional.
            Future cola is cola, very happy, the future of Coke.
            C, through the English, Chinese implications, indicating product quality. For example:
            Great Wall Great Wall Chinese-made products from both shows, but also a symbol of the human miracle, unique.
            Signal-cleaning promise, illustrate the product is excellent, and the marked, but also demonstrated that it tooth cleaning.
            D, through the English, Chinese implications, indicating the product raw materials. For example:
            Coca-cola Coca-Cola, American Guide to medicinal plants, fruit trees, nut production in Africa. Through these unique raw material, illustrate the unique taste.
            Soybean Weiwei soy milk that soybeans.
            Olive oni, refers to an olive
            E, the use of poetic or have rich cultural connotations of the name of the product has a certain symbolic significance. For example:
            MAZDA Matsuda, Zoroastrianism in the Light of God, Matsuda company adopts the name, hoping to emulate the light of God, in order to bring light to the automotive industry.
            NIKE Nike, goddess of victory in Greek mythology, a symbol of victory.
            ANGLE Angel, protection of God.

            2), alliteration alliteration of the rhetorical devices used to make brand name to achieve the effect of double-voiced vowel rhyme, it sounds not only louder, but also easy to read, in the constant repetition and easier to remember. For example:#p#分頁標題#e#
            Coca-cola Coca-Cola.
            Clean & Clear Clean-clear. Rolls-Royce Rolls-Royce.
            3) the use of cutting, the homophonic and the abbreviated usage, so that trade name concise, unique, easy to convey the information. For example:
            SONY Sony, derived from the Latin Sonus voice.
            HISENSE Hisense, derived from the high sense a high degree of sensitivity.
            Panasonic Panasonic, pana - the whole, the whole, in short, Italian, - sonic voices. Throughout the term to express all the sounds.
            Frestech a new fly, fresh technology derived from the fresh-keeping technology. Irico Rainbow Electronics Rainbow irix corporation derived from the company.
            Haier Haier, with higher harmonics, a symbol of higher and better. Youngor Younger, and younger homonym, symbolizing the younger. Acronyms, such as GM, IBM, KFC, NEC, TCL, LG and so on, such trademarks in the translation process, the use of direct borrowing methods to achieve the same concise, unique purpose.
            4) the use of anthropomorphic (personification), to be sound (onomatopoeia), hyperbole (exaggeration) and other rhetorical devices, so that trade name vivid. For example:
            Kiss me Sunkist class lipstick, both clever seconds humorous description of the dynamics of the use of lipstick, but also suggests the use of such lipstick strange beauty.
            Pantene Pantene, both illustrate this shampoo contains a variety of vitamins, but also reminiscent of a beautiful brunette.
            Pentium Pentium, vivid portrayal of a style of computer-information age of electronic technology rolling trend.
            Kodak Kodak, reminiscent of pressing the shutter of the moment, with a dynamic voice.
            Whisper Whisper, whisper-like pro-both as soft and delicate care, but also refers to safe, comfortable treasure.
            Supor Supor, and euphony, which means excellent.
            Crest Crest showing that a product is the best it makes one think of cleaning products are excellent defender

            [2] paraphrase that, according to the literal meaning of the English or Chinese translation. Such translation is based on national culture, focusing on one aspect of the cultural connotations. For example:
            http://www.orient-thai.net/   Seagull Seagull, Panda Panda, Double Star Double Star, three guns Three Gun, White Cat White Cat, Hero Hero, Playboy, Playboy, crocodile Crocodile, etc.

            [3] transliteration, both according to the pronunciation of English or Chinese translation. Agreed that the same translation, such translation has also focused on one aspect of the cultural connotations. For example:
            Shangri-la Shangri-La (Shangri-la, and in isolated places). Jeanswest Jeanswest (cowboy), GREE GREE (strengths, outstanding, endorsed, authorized). TOP Top (the best thing, essence). Sharp Sharp (sensitive and sensitive). Lux Lux (beautiful, luxurious, luxury, high-quality, and the sun), Power28 activity 28 (strength, vigor). Wei Chuan Weichuan, strange sound Qisheng, Yasuji music ANERLE, Konka LONKA, Chunlan Chunlan, Changhong, Changhong and so on.#p#分頁標題#e#

            [4], founder of the enterprise or the goods or the inventor or origin of goods as a commodity name, the passage of the nineteenth century, has been extended so far, enduring. Such names is more focus on its commemorative significance and social values, translated in the form generally used by convention.
            1). Derived from the company's name trade names, such as:
            Sony SONY, YAMAHA YAMAHA, FUJI FUJI, Toshiba, TOSHIBA, Siemens, SIEMENS, PHILIPS PHILIPS, Fiat FIAT, Volvo VOLVO, CHANGHONG CHANGHONG, Chunlan CHUNLAN, Panda PANDA, CONBA CONBA so.
            2) derived from the business or goods or the inventor, founder of a trademark, for example:
            Chanel child CHANEL, Li Ning, LI-NING, Yue-Sai YUE-SAI, Ford FORT, Mercedes BENZ, Colgate-Palmolive COLGATE, Cadbury CADBURY, Cheng Ming Ming CHENG MING MING, Sassoon SASSOON so.
            3) derived from the place of business or product brand name, for example:
            Nokia NOKIA (a small town in northern Finland, the name of the first Nokia to build this place)
            Longines LONGINES (Switzerland, near the Saint according to Mel a small village, Francis Long and David created a watch factory in this).
            Qingdao Beer QINGDAO, Shanghai SHANGHAI, and so on.
            Santana SANTANNA, refer to the California wine rich in valuable "Santana valley", although this car is not produced there, but the metaphorical of the sedan will be as the valley is often blowing strong, cold as the cyclone swept the globe. Of course, both the number of trademark names, but also reflect the characteristics of commodities, such as Nestle NESTLE.
            http://www.tabobo.cn/soft/20/233/2008/137117117898.html
            (英語系畢業論文)論商標翻譯中存在的問題及對策
            摘 要
            商標,俗稱品牌,是區別不同生產者或經營者所生產或經營商品的標記,這種標記通常用文字或圖形單獨構成,或是文字與圖形共同構成。本文中所提到的商標指代商標詞語,或叫品牌名稱。商標對商品的競爭起著至關重要的作用。隨著市場經濟的快速發展以及市場競爭的日趨激烈,世界各國之間的信息流通越來越快。那么如何使商標的翻譯更加生動,具有表現力呢?本文從中英文商標的不同特點入手,提出商標語翻譯的現狀以及存在的一些問題,總結出幾種翻譯方法以及翻譯中需要注意的問題和原則,使商標語的翻譯更加形象生動,具有表達力,使消費者產生更大的購買欲望,增強商品在市場中的競爭力。
            關鍵詞:商標的特點;商標翻譯的現狀及問題;翻譯策略


            商務英語在商標翻譯中的作用
            Trademarks, commonly known brand, is the distinction between the different producers or operators of goods produced or operation marking, this marking usually constitute a separate text or graphics, or text and graphics together constitute. Trademarks mentioned in this article refer to trademark the words, or known brand name. Trademarks of goods plays a crucial role in the competition. As the market's rapid economic development, as well as market competition becomes more intense, the flow of information between countries of the world faster and faster. So how to mark the translation is more vivid, with the performance of present? This article from the different characteristics of the mark in English start with the status of a trademark, as well as language translation of some problems, summed up several of translation and translation that need to pay attention to issues and principles, so that the translation of trademark language is more vivid, expressive power, to enable consumers to purchase a greater desire to enhance the product in the market more competitive. #p#分頁標題#e#
            商標宣傳是國際市場推銷商品和進行競爭的一種重要手段,而培養名牌商標是進一步開拓國際市場的重要環節。因此,做好商標的翻譯,其重要意義是不言而喻的。隨著世界經濟體系的全球化和中國加入WTO,產品的進出口日益增強,因此也導致了商標的翻譯越來越受到重視, 在翻譯理論和實踐的基礎上不斷得到豐富和發展,尤其是更加注重了中西方的文化差異。本文從商標命名的重要性、文化特色和語言特點的角度探討了商標翻譯的主要方法,并提出了在翻譯時應注重中西文化信息的互通,從而使翻譯出的商標名稱與原文的商品在音、形、意和美等珠聯璧合、異曲同工,在商品交流的同時亦可實現文化的交流。


            關鍵詞:商標 翻譯 方法 文化

             

            Abstract: The trademark propaganda is an important mean of selling goods and competition for the international market, but cultivating brand name is the important links to open up the international markets. So the importance of a good trademark translation is self-evident. With the globalization of the word economic system and China's entering WTO, the products of importing and exporting strengthen day by day, it has also led to the translation of the trademark has been gaining attention, it gets a continuously enrich and development from the translation of theory and practice, especially paying greater attention to the sino-western cultural differences. This paper mainly discusses the methods of the trademark translation from the importance of trademark、 culture characteristic and language characteristic, concluding that translation should focus on the exchange of cultural information, so that the translation will be similar with the original goods in the sound、shape 、meaning and so on, while the commodity exchanges will also achieve cultural exchanges.

            Key words: trademark translation method culture

             

             

            目錄

             

            前 言…………………………………………………………………………………………………12

            一、商標翻譯的重要性 …………………………………………………………………………12

            二、商標中的文化特色 ……………………………………………………………………………13

            三、商標語言的特點 ………………………………………………………………………………14#p#分頁標題#e#

            四、商標翻譯方法 …………………………………………………………………………………15

            (一) 英漢商標翻譯……………………………………………………………………………16

            (二) 漢英商標翻譯……………………………………………………………………………17

            五、總 結……………………………………………………………………………………………18

            參考文獻…………………………………………………………………………………… ………19

            致 謝…………………………………………………………………………………………………20

            我國現在商標翻譯中存在的問題
            我國現在有些商標詞的翻譯只是直接按照字面翻譯成英語, 沒有考慮其民族文化差異, 譯出來的東西有悖于西方文化。我國商標詞英譯時大概存在四種情況:
            11 譯名不符目的語文化。例如, 英國人不喜歡大象、頗喜歡熊貓; 意大利人和西班牙人喜歡玫瑰花, 忌用菊花; 在中國文化中, 龍是皇權的象征, 所以中文商標詞有很多的是以“龍”為商標詞的, 而英語中的“龍”(dragon) 則是一種邪惡的動物, 是兇殘肆虐的, 應當消滅。因此, 英語中沒有以“龍”為商標詞的。又如在中國傳統文化中,“蝠”與“福”諧音, 所以蝙蝠也因此而被當成是吉祥. 有些商品就用“蝙蝠”來命名,如“蝙蝠牌”燈和“蝙蝠牌”吊扇等。但英語文化中把蝙蝠當做瘋狂而眼瞎的吸血動物, 沒有一點吉祥之意, 所以, 當此類商品銷至英國時自然不受歡迎。
            First, existing problems in the translation of brands in China
            Today, some of the translations of the Chinese brands are from the literal meanings of their characters without the consideration of cultural differences; therefore, the translations are sometimes not consistent with the western culture. There are four situations in the translation of Chinese brands.#p#分頁標題#e#
            11 the translation does not apply for the culture of the target language. For instance, British people dislike elephants but pandas; Italian and Spanish are in favor of roses while chrysanthemums are their taboo; in Chinese culture, dragon is the symbol of royalty, thus many Chinese brands consist of the character of dragon, while in English, dragon is an evil monster that is vicious and deserve eradicated. As a result, there are no mentions of dragons in any English brand. Another example would be that in Chinese tradition, bat is harmonious with luck in pronunciation, so that bad is also considered auspicious. Some products are named after a bat such as the Bat light and the Bat fan. However, in western culture, bats are crazy and blind animal that feed on blood with any sense of goodness. In this way, products mentioned above are surely not popular in Britain.
            The problems existing in the translation of trademarks in China

            Nowadays people translate some trademarks into English literally, without taking the cultural differences into consideration, so what comes out is against western cultures. In general there are four situations existing in the translation of trademarks:
            The translated terms are not corresponded with the target culture. For example, British don't like elephants, while they are fond of pandas; Italians and Spanish prefer roses and avoid chrysanthemum; in Chinese culture, dragon is the symbol of imperial power so there are quite a few Chinese trademarks containing the Chinese character "dragon", while "dragon" in English is a kind of evil animal, fierce and cruel, which should be wiped out. Therefore, there is no trademark with the character "dragon". Another example is that in traditional Chinese culture, "bat" is the partial tone of "fortune" so that bats are regarded as auspice. Thus some products are named after "bat", like "bat" lamps and "bat" celling fans. However, in English culture, bats are considered to be crazy and blind bloodsuckers, without any sign of auspice. Definitely, those prodcuts can not be popular when sold to Britain. 一 我國現在商標翻譯中存在的問題
            我國現在有些商標詞的翻譯只是直接按照字面翻譯成英語, 沒有考慮其民族文化差異, 譯出來的東西有悖于西方文化。我國商標詞英譯時大概存在四種情況:
            11 譯名不符目的語文化。例如, 英國人不喜歡大象、頗喜歡熊貓; 意大利人和西班牙人喜歡玫瑰花, 忌用菊花; 在中國文化中, 龍是皇權的象征, 所以中文商標詞有很多的是以“龍”為商標詞的, 而英語中的“龍”(dragon) 則是一種邪惡的動物, 是兇殘肆虐的, 應當消滅。因此, 英語中沒有以“龍”為商標詞的。又如在中國傳統文化中,“蝠”與“福”諧音, 所以蝙蝠也因此而被當成是吉祥. 有些商品就用“蝙蝠”來命名,如“蝙蝠牌”燈和“蝙蝠牌”吊扇等。但英語文化中把蝙蝠當做瘋狂而眼瞎的吸血動物, 沒有一點吉祥之意, 所以, 當此類商品銷至英國時自然不受歡迎。#p#分頁標題#e#
            Abstract
            Translation of brand names is a form of intercultural communication. However we translate the Chinese brand names into English ones or translate the English brand names into Chinese ones, language laws, cultural psychology, aesthetic interest and some other factors will be involved. The translators should also pay attention to some cultural taboos and choose appropriate method to translate. Of course, brand name translation is not a simple thing.
            Sometimes the good translated name likes the inherent one, when we translate brand name there is something we can do to strive for perfection. One good kind of commodity adding on a good name is http://www.orient-thai.net/  not different with improving on perfection, and its charm is infinite.
            Key Words
            Translation of brand names; principles; methods; cultural taboos;
            摘  要
            商標名的翻譯是一種跨文化交際形式,不管是中文商標的英譯還是英文商標的漢譯,都會涉及到語言規律、文化心理、審美情趣等方面的因素。商標翻譯者在遵循翻譯原則的同時,也要注意一些商標翻譯的文化禁區,并且選擇適當的方法來進行翻譯。當然,商標的翻譯絕不是簡單的問題。
            有時好的譯名也有自然天成的味道,所以在翻譯商標時我們大有文章可做,可以精益求精。一種好的商品,加上一個動聽上口的名字,無異于錦上添花,魅力無窮。
            關鍵詞
            商標翻譯;原則;方法;文化禁區;
             

            此論文免費


            如果您有論文代寫需求,可以通過下面的方式聯系我們
            點擊聯系客服
            推薦內容
            • 國外大學怎么寫assignm...

              很多即將留學海外或初次留學海外的學子經常會問:國外大學怎么寫assignment?其實,assignment并不難寫,只要你能夠了解并熟悉assignment的......

            • 碩士課程論文格式樣本:Pop...

              assignment格式樣本:All pop art draws upon modern images of cultural icons, consumer ......

            • 英文Assignment和D...

              英文Assignment和Dissertation的寫作細節(珍藏版)-Dissertation大體結構-Dissertation寫作思路-Dissertati......

            • 怎么寫assignment?

              怎么怎么寫assignment?:assignment格式...

            • 麥當勞在澳大利亞的管理問題研...

              本文是麥當勞在澳大利亞的管理問題研究assignment指導?,F如今,德管理對全球市場上的公司取得持續發展和長期成功來說是及其重要的。大多數的麥當勞餐廳都提供柜......

            • 從女性黑人說唱音樂中看美國傳...

              本文是本站代做的assignment范文,有關女性解放問題。人們都認為黑人女說唱音樂應該不受傳統觀念的束縛,它應當是創新的、能夠促進黑人女性解放的,并且能夠提高......

            精品毛片乱码1区2区3区
            <ruby id="lvrcx"></ruby>
          1. <tbody id="lvrcx"></tbody>
            <tbody id="lvrcx"><nobr id="lvrcx"></nobr></tbody>
          2. <tbody id="lvrcx"><div id="lvrcx"></div></tbody>
              <bdo id="lvrcx"></bdo>
              <track id="lvrcx"><span id="lvrcx"></span></track>

                <tbody id="lvrcx"><nobr id="lvrcx"></nobr></tbody>
              1. <tbody id="lvrcx"></tbody>
                1. <menuitem id="lvrcx"><dfn id="lvrcx"><menu id="lvrcx"></menu></dfn></menuitem>