毕业设计-商标的文化特征及翻译策略英文商标论文.doc

商标的文化特征及翻译策略

[Abstract] The trademark is similar to person’s name. It is the symbol of production. And it would become famous along with the commercial intercourse. A lot of international trademarks have invisible property and huge fortune. The importance is obvious to see. When trademarks are translated from Chinese to English or from English to Chinese, an appropriate transmission of cultural feature can not only accurately reflect the product’s quality but also arouse the customer’s cultural association so as to create the expected advertising effect and help publicize that particular culture. So the importance of cultural feature in the translation of trademarks and how to transmit it effectively by translation is discussed by illustrating the carefully chosen examples of trademarks
【摘 要】现代社会中，商标词作为广告的基本组成要素在社会中起着不容忽视的重要作用。它就像个人的名字，是产品的象征。并且会随着商品的交流变的日益为人们所熟知。很多的国际知名商标都具有无形的资产和巨大的商业价值。商标的重要性由此可见。一个适当的商标译名不仅仅能精确的表达商品的特质，而且可以唤醒消费者的想象以达到宣传效果，并使消费者了解一定的文化知识。随着我国经济的迅速发展，改革开放的进一步深入，成为世界贸易组织的一员，中国产品进入国际市场的机会大大增强了，与此同时大量的外国产品涌入中国市场，各种产品在市场上的竞争越发激烈，人们开始认识到好的商标词及其恰当得体的翻译对刺激消费和开拓国际市场的重要性。因此，本文将就商标的文化特征在翻译中重要性及如何有效恰当的翻译进行讨论和分析

Introduction
Trademark is the designation of the merchandise. A successful trademark can catch people’s eyes and make a strong impression in their mind. It’s the symbol of the products’ quality feature. That is to say a successful trademark can satisfy the consumer’s requirement of both matter and spirit and set up a sense—‘deficit spending’in consumer’s spirit. Therefore, the traders all try their best to design various particular trademarks. They are expected to stimulating consumer’s purchasing desire by right of a good trademark.”[1]（p1）However, due to the international trade become more and more frequent because of Worldwide Economy Uniformity, a trademark which translated suitably can decide whether a product can or not occupy the oversea market. As a special method of communication, the translation of trademark must consider the similarities and differences of the different language cultures. During the process of translation, the translator must adopt the flexible tactics of translation in order to translate effectively and retain the cultural feature

. 1 Trademark and culture
1.1 The relationship of trademark and culture
“The sociologists said that all kinds of the phenomena of culture are different. Each kind of culture evolved because of history and geography. Due to this cultural difference, the understanding of language is different.”[2]（p1）As a result, it may cause a problem that people in different areas may have different understandings to a same trademark. We can see that one product which has a same trademark is popular in one area but suffers absent treatment in another area. What begets such an obstacle is the cultural difference. Therefore, how to remove the obstacle which begets by the cultural difference becomes an ineluctable problem. Trademark is a method of expression and a tool of transmission. Bao Huinan believed that “Language is the carrier of the culture. Culture is the root of language. The translation is the bridge of intercultural communication.” [3] (P1) Dai Weidong believed that there are at least four methods which human used to transmit: (1) Passing it on generation to generation by the real object. (2) Setting an example and transmitting it through the method and the principle of action. (3) Telling the offspring about some verities, methods and concepts by language. (4) By writing. [4] (P1) New Mark believed that the culture contains biology, physical, social communication and custom. [5] (P1) The trademark makes up by words, pictures or other components. Obviously it is a sign to transfer the message and it is a special language. Moreover, the trademark is an important part of advertisement. And the essence of advertisement is marketing. But for the differences of location, religion and the economical developed level, the consumers in different countries have differences in thought, aesthetic delight and sense. Therefore, the trademark in different countries has its own culture and possesses different features of culture. So, the translation of trademark can be seen as a kind of intercultural communication. The translator must pay attention to the intercultural communication of the translation of trademark. Language is the tool of the thought and the communication. It is also the reflection of the social culture. It can influence the thought of people. There will bring an obstacle in the intercultural communication when the differences of each culture reflect in the differences of language. “Such as the English trademarks which contain the words‘sun’are very popular in many western countries. For example: Sunerge, Sunjoy, Sunrider, Sunett, Sunniwell, Suntory, Suntour, Sunwoods, Sunnia and so on. Many people who lack the cultural knowledge of western countries are hard to understand why. In most western countries, people believe in Christian. So they believe “Sun” is the symbol of the Christ Jesus. As a result, people maintain an adorable mentality to the “Sun”. And such a cultural mentality reflects the trademark’s denomination.”[ 6]（p2）The translation of the trademark is a special method of communication as an important tactic of marketing the products. The consumer can communicate with the manufacturer in different times and different places by the trademark. As a kind of cultural carrier and the method of communication, the translation of trademark requires the translator must discern the differences between the original countries and the purpose countries. And the translator is also required to handle the deep cultural meaning through the phenomenon of external cultural. 

1.2 The culture feature of brand name
1.2.1 The human and clime factor
“Each product must associate with its manufacturer and the producing area. And different areas endow the product with different cultural meanings. As the symbol of product, the trademark inherits such a feature. Products that named as the founder of the manufactory are every popular.”[7](p1) It is the consistently using method of international denomination. For example: American plane Boeing (波音)，automobile Ford (福特) are all denominated as the manufacture founder’s name. The trademark which denominated as the place where it came out is also every popular. Such as “Champagne (香槟酒)” is denominated by its producing area. “长城”pencil is another successful example to mention. This enterprise founded at the period when China was suffering the aggression of Japan. The trademark was denominated in order to respond the patriotism of Chinese people and aroused them to reject the foreign products. And “长城” is the symbol of China. It just built for fighting back the invader. So, the product was denominated “长城” as its trademark was very felicitous.
1.2.2 The national and consuetudinary feature of trademark
If a corporation wants to develop well, it must walk up to world. As the symbol of the corporation, the trademark must possess its own national and consuetudinary feature. It can be said that nation is its root. For example, “厦华”（TV）, “长城” （electric fan）not only won by its good quality but also marked the spirit of the Chinese people. The trademark is the symbol that created by human being. It possesses national custom and the charm of the traditional culture. “The English trademarks are always denominated as gods and places’ name which come from religionary story. For example: Eden (伊甸园), Apollo (太阳神), Nike (胜利之神), Lincoln (林肯) and so on. These are all reflected the tradition culture of western. ” [8] P2]

1.2.3 The esthetical feature of trademark
“The process of translation is also a process of taste.”[9 ]p43 “A trademark which has beautiful exterior and catchy pronunciation can give people aesthetic feeling. Therefore, the trademark is not only the symbol of beauty but also the facility to communicate the information.”[10] （p2）But the trademark is the unit of the language, so its beauty can be seen only by connected with the meaning of the words and the culture. Its beauty can be divided into three categories: the beauty of rhythm, the beauty of terseness, and the beauty of precinct. (ⅰ) The beauty of rhythm The beauty of rhythm means the trademark sounds bright and clear. It can bring people feel beauty and help to transmit. For example, “SHATP”(夏普) ，“Coca Cola”, “Clean & clear” all sound bright and clear. (ⅱ)The beauty of terseness The trademark should be expressed simply. A lot of English trademarks are composed by single syllable word. Such as: “Kent”, “Shell”, “Dove”, “Benz” composed by one syllable. And “Camel”, “Rejoice”. “Sony” composed by two syllables. They are easy to remember and can express the idea of the manufacturer. (ⅲ)The beauty of precinct The beauty of precinct means that the trademark has beauty and connects with the feature of the product. It can make people to image and then stimulate the consumption. Nivea is a kind of cosmetic means “white” in Latin. It not only shows the classical beauty but also makes people to image.

2　The translation tactics of trademark
“Translation has been a complex subject of human reflection, one ridden with contradiction, from time immemorial. It is not known exactly when preoccupation with the manifold problems of translation began. Its beginning was presumably related to the recognition that mankind was by nature destined to speak many different languages and that this state of affairs was not to be remedied by either international conventions of language or coercive language policy measures.”[11 ]p27 The translation theorist Eugene Nida said: “‘Language is only a kind of sign. It can exist without culture. The purpose of the translation is to express one language to another language’”.[12] P2 The culture can be divided into external and internal level. In other words, it can be divides into physical culture and physic culture. The literal meaning and the meaning of the language reflect different gradational cultures. In other words, a same thing may have different meanings in different cultural backgrounds. The external translation just transfers the language symbol of words. It less involve the deep gradation content such as individual or collective value orientation, aesthetic mentality and faith. It belongs to a communication that puts on the external culture. “The coverttranslation is a translation which enjoys or enjoyed the status of an original source in the target culture. It is claimed at times in the literature that a good translation should read not like a translation at all, but like a target language original.”[13] P47 Transliterate and the paraphrase that used in the translation of trademark all belong to the external translation. They transfer the external meaning directly. The thesis will introduce these tow tactics below. 

2.1Transliteration
Literal translation bases the pronunciation feature of the original trademark and chooses the most close pronunciation and words to express it. It’s the most popular and familiar tactic of translation used in the translation of trademark. This tactic is too numerous to mention one by one. There are some examples below to illuminate. (ⅰ) Automobile FIAT—菲亚特 ; MAZDA —马自达 ; MERCEDES•Benz—梅塞德斯•奔驰 PORSCHE—保时捷 (ⅱ)Beverage: DIAGEO—迪阿吉奥（from English）; Parmalat—帕玛拉特（from Italy） Fanta—芬达 ; Whitbread—惠特布雷德 （from English）; Dole—都乐 (ⅲ) Shampoo and perfume Pantene—潘婷 ; Kanebo—柯娜宝（from Japan）; Lancom—兰寇（from Pairs） Christian Dior—克丽丝汀•迪奥 ; Elizabeth arden—伊丽莎白•雅顿（from English） (Ⅴ) Costume Celine—瑟琳（from Pair） ; VALENTINO—华伦天奴 （from Italy） ESCADA—埃斯长达（from Germany）; BALLY—巴里 Calvin Klein —克莱（from American） It can be seen in various professions and areas. Although their word-building not accords with the rule of language in China, their translations are novelty. Consumers can accept it easily. But the Chinese words express not only the shape but also the meaning. So, there maybe appear many different words which sound identically while translating a trademark into Chinese. Such as “Pizza” (比萨) had been translated as “皮杂”，“皮扎”and so on. The latter ones seem too rude and hard to be accepted by the consumers. “Therefore, while translating a trademark by the tactics of transliteration, the translator must be required to pay attention to not only the pronunciation of trademark but also the national feature of culture and custom. The translation of trademark must chooses the suitable words cautiously. The translation of trademark not only lies on its feature of pronunciation but also chooses the words that cater to the consumers’ mentality. That is called ‘谐音取义法’. ”[14]p2 Many foreign trademarks reflect the feature of product and combine with Chinese culture and language that is in order to translate a successful trademark which can not only cater to people’s mentality but also possess the oriental delight. “Coca —Cola” is the most classical example. “ ‘Coca—Cola’ ” was translated as ‘可口可蜡’ when it first entered into the Chinese market. ‘蜡’ in China makes people connect with the sense of dry. So, the manufacture collects the consumers’ suggestions and then translated it as ‘可口可乐’ at last. ‘可口’ in China means delicious and ‘乐’ means happy. Its more receivable than ‘蜡’in China.” [15] P2 Canon—佳能（camera）, Lactov—乐口福 (drink) all used this method of translation. 

2.2 Free translation
Free translation can be divided into two categories: literality and innovative translation.
2.2.1 Literality Literality is the tactic that transfers the original meaning directly. It obeys the signification of the original tactic. For example, Camel—骆驼（cigarette）; Crown—皇冠（car）; Panda—熊猫（TV）;crocodile—鳄鱼（costume）; Monkey King —（猴王）; General Mill—通用面粉（from American). 2.2.2 Innovative translation Innovative translation casts off the fetter of the literal meaning of tactic. It exploits the new idea of tactic. “The most representation example is ‘7-up’. It is a kind of drink which translated as ‘七喜’ in China. The meaning ‘喜’in Chinese is ‘happy or happy event’. It not only caters to Chinese for their mentality of pursuing luck but also caters to the phrase ‘ups and downs’ in English. The ‘up’in this phrase also means ‘luck’. Both English and Chinese can accept and like it. ”[16]p 

 2.3 Transliteration and Free translation merger
Translation of tactic is required to transfer the message exactly. But transliteration not just translates mechanically; it also adopts lots of method: “ellipsis”, “multiplication”, “flexibility”. For example, a kind of insecticide named Decis (from France) is translated “敌杀死” in Chinese. It expresses the feature that this product can kill the pest. “And ‘BWM’ which is a tactic of automobile is translated as ‘宝马’ in China. ‘BWM’ in German just contains the message of the product and has no culture in it. While ‘B’ and ‘M’ are translated as‘宝马’，it possesses