英语专业毕业论文-文化差异中的商标翻译2.pdf

文化差异中的商标翻译 【Abstract】Abrandisshownbyaname,aword,asign,asymbol,adesignora combination ofthem.Itisintendedtoidentifytheproductsorservicesofonesellerorgroupofsellersandto differentiatethemfromthoseofcompetitors.Brand-namingitselfrepresentsastrategically importantissueandmaydeterminethesuccessorfailureofaproduct.Agoodbrandnamecan alsosavemillionsofdollarsovertheproductslifebecauseitcarriesitsownmeaning,describes theproductsadvantages,anddifferentiatestheproductsignificantlyfromitscompetitors.By readingthebrandnames,itiseasytotelltheproductsfromonetotheotherandtoknowthe charactersofproducts.Forthegoodbrandhasthefunctionsofdistinguishing,providing informationofproductsandbeingsymbolofcredit,thegoodbrandhasagoodadvertisementfor theproductandhelptotakeinalargermarket. Withtheglobalizationofworldeconomy,especiallywithChina’sentryintotheWorldTrade Organization,moreandmorepeopleinChinahaverealizedtheimportanceofgoodbrandnames andinternationalbrandnamesinpromotingsalesandcultivatingmarkets.Itisthereforenotonly necessarybutalsourgenttostudyonbrandnamesandthebrandtranslationupgradetoanew level.Themainobstacleofbrandtranslationisthedifferentcultures.Theculturaldifferencesare representedbytheformsoflanguage.Duetothefactthatbrandsaremainlydescribedby language,therearesomedifficultiesinthebrandtranslation.Then,inthispaper,apartfrom somegeneralknowledgeaboutbrands,theculturaldifferencesbetweenEnglishandChinese brandsareshownandsomemistranslationsaregiven.Whatismore,inordertoavoidthecultural conflictsintranslation,somecommonskills(includingTransliteration, SemanticTranslationand Trans-semanticTranslation)andsomecreativeskills(EffectivenessTranslation,Character Translation,ApproximationTranslationandEleganceTranslation)areprovided.Andattheend ofthepaper,somegeneralprinciplesofbrandtranslationaregivenforagoodbrandtranslation. 【KeyWords】 brands; culturedifferences; translation; skills 【摘要】商标是商品和商业服务的标记．它是指商品生产者、经营者、服务提供者为了使 自己生产、销售的商品或提供的服务,在市场上与其他商品或服务相区别而使