英语论文网

agon Tea, no one dare to drink the dragon, a dark dragon.

III. Aesthetic Fundamental of Trademark Translation 商标翻译的美学基础
3.1 Faithfulness
Generally speaking, it’s inaccessible for Chinese and English to get consistent morphology, the beauty of Chinese character is the character itself; but the beauty of English letter in connotation is far inferior to Chinese character. Therefore this method of translation of trademark often not perceptibly by morphology. On condition that this trademark name possess abundance of morphemic aesthetic, culture aesthetic, and by the chance this trademark name could found the word which contains the same meaning and culture. This kind of trademark is suitable to transport with this method, so it can achieve the purpose of “faithfulness”. Unfortunately, some translators also in line with the principle of “faithfulness”. However, for lack of the culture of the two languages, they can not achieve the effect of expectation. They defeated by the translation. Especially in these fields below:
Elegance: 雅致牌羊绒衫
Crystal: 水晶牌玻璃器皿
Gongfu: 功夫牌轻便鞋
West Lake Water Shield:西湖牌莼菜
As soon as the customers look at the trade name “雅致牌羊绒衫”, they would think of that when they put on the cashmere sweater, the graceful and unique carriage would emerge in their mind. Translator use the transliteration principle, translate the trademark into “elegance”, transmit the meaning of the original trade name faithfully. The “水晶牌玻璃器皿”, it also follow the rules of “faithfulness”. “功夫牌轻便鞋” names 功夫, because it means when the customer wear the shoes,walking like wind, just like practicing the Chinese gongfu. The two character “功夫” is very famous, and this word had been received in many authoritative English dictionaries. “西湖牌莼菜” uses the proper noun for its trademark, increasing the credit standing by “西湖”, and translated name West Lake transmitted the beauty of “西湖”.
3.2 Conversion of the Original Trademark
Based on the characteristics and culture differences between Chinese and English, and based on the differences of esthetic psychology between Chinese nationality and English nationality, many exporters finally chose the method of “conversion”. For a trademark, the final umpire is the esthetic psychology of those customers. From some kind of degree, the translated name can be achieved in the business and the original beauty of the trademark can be abandoned. It is a kind of beauty loss or one part of beauty loss. For example:
乐凯胶卷: Lucky
联想电脑: Lenovo
回力牌运动鞋: Warrior
Translated “乐凯胶卷” into Lucky, lucky means good fortune, the translator takes the similar pronunciation, on the basis of pronunciation, found a word sounds similar, and this is the new translated trademark name. The beauty of “联想电脑” also in the beauty of content, this computer can insert a wing of association to the customer, and change the word association to Lenovo, refer to this company can make a great success. And “Lenovo” sounds beautiful, not like “associaton”, the word “association”sounds inoffensive.
Trademark’s translation is different from the common translation between Chinese and English, but its esthetic quality is a key to judge the aspects of the trademark. Therefore this article through analysis the aesthetic characteristic of the trademark, compared with the original trademark word and the translated name's esthetics informa