摘要:随着经济全球化,许多中国商品出口到国外市场,也有许多外国产品进口到中国。商标的翻译是非常迫切和重要的。然而,在商标翻译中仍然有一些问题。在今天的市场中,商标翻译,特别是从中国到英语翻译,还有很长的路要走。商标翻译应被视为一门艺术,它需要认真研究和考虑。
n. “诗”makes people remember “like the poem like picture”, “richly in poetic and artistic flavor”, and the feeling of poem makes deep impression for the female consumer.
The meaning of a trademark includes two parts: A well-translated trademark should not only sound pleasant, but also convey beautiful “referential and associative meaning” to customers.
A cosmetic brand “Revlon” is rendered as “露华浓”, which is cited from a famous classic Chinese Tang poem by Li Bai: “云想衣裳花想容,春风拂槛露华浓.” The translation of trademark not only sounds similar to the original trademark in pronunciation, but also indicates that the cosmetic will bring beauty and elegance to women. In fact, many translations of foreign trademarks are good examples, such as “Rejoice” (飘柔), “OMO”(奥妙), “Reebok”(锐步), “Pantene”(潘婷), “Avon”(雅芳), “Oil of Olay” (玉兰油), “Tide”(汰渍), “Simmons”(席梦思), “Pentium”(奔腾). They cleverly combined phonetic transcription and semantic manipulation by exploiting the advantage of Chinese characters to fit the different features of different products.
Some Chinese trademarks are also well translated in the similar way. “瑞鹊”, a brand of plastic utensil with its English name called “Rich way”, which not only avoids possible unfavorable association aroused by literal translation, but also brings customers good blessings. Some other Chinese trademarks are also well rendered. For instance, “雅戈尔” is translated as “Younger”, “方正” as “Founder”, “万家乐” turns to be “Macro”, “海信” as “Hisense”, “格力” is translated as “Gree” (looking similar to “agree”).
Sometimes, according to different aesthetic values of different translators and various product features, the same trademark can be translated into different versions. For example, the trademark “Best” have several versions like “百斯特”, “百特” and “倍舒特” which are the trademarks for pagers, hot water heater and napkins respectively “超级” (the brand of a kind of oatmeal) and “优博” (the brand of a kind of milk power) are the different renderings of “Super”. Another example is “welcome”, which is translated as “卫康” and “胃康”, it is respectively for the different products of contact lens and toothpaste.
2.4 Combination of Phonetic and Semantic Aesthetics
At present, in the toothpaste market, Colgate, translated into “高露洁”, it pays proper attention to both free translation and transliteration. When the pronunciation and meaning can not express the essential attribute of the thing, both are taken free translation and transliteration. The character “洁” extrudes the characteristic much more, the same as the toothpaste Maxam (美加净). Well-known trademark “杜康” alcohol is the typically Chinese-culture trademark. “杜康” is considered as the inventor of wine in China, and it has already become the symbol of wine. While to people of other cultures, they may know Bacchus instead of “杜康” (Du Kang). So if it were translated as “Du Kang”, the western customers would not associate it with wine, but if it were translated into “Chinese Bacchus”, they would know what it is. It is the name of the god of wine in the Greek Mythology. Also like Wu Long Tea (乌龙茶), wu long (乌龙) is the Chinese pinyin of 乌龙, which has the strong taste of China. Wu(乌)refers to the green leaf with red side; Long (龙) is the propitious symbol of Chinese nation; Tea is the literal translation of “茶”; this kind of translation makes the foreign customers enjoy the beauty of trademarks as well as drinking the tea. If 乌龙茶 is translated into Dark Dr
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