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。
tion, unifies some theories of the aesthetic, make some analysis and summary.
3.3 The Functional Equivalence, Cultural Differences and Taboos
The functional equivalence is the key theory pointed out by Eugene A.Nida. In her view, the translator should first produce a more or less literal rendering of the source text and then proceed to improve it stylistically. According to Nida, a minimal, realistic definition of functional equivalence could be stated as “the readers of a translated text should be able to comprehend it to the point that they can conceive of how the original readers of the text must have understood and appreciate it”. In addition, a maximal, ideal definition could be “the readers of a translated text should be able to understand and appreciate it in essentially the same manner as the original readers did”. Peter Newmark pointed that a language has six basic functions: informative, aesthetic, vocative, expressive, phatic and metalingual. The trademark is closely related to the former three. Specifically three functions to the same or at least to the most similar extent as the original trademark does.
Because the translation of trademarks concerns the responses of the consumers, it is important for the closest natural equivalence of the source language message. For example, “Safeguard” — the soap means the protection or being the guard to the skin. The translated version in Chinese “舒肤佳” also conveys the same message of Safeguard and at the same time realizes the closest natural equivalence.
As translation involves two or more languages and different languages contain and convey different cultures. The cultural dissimilarities are the most important barriers in cross-cultural communication such as the trademark translation. Chinese trademarks have cultural characteristics. Many translators are not aware of the cultural differences and don’t pay attention to the possible barriers.
In Chinese, “喜鹊” has the meaning of “reporting the coming of spring and happy”. In English “magpie” (喜鹊) gives us the association of jaw and prolixity. Almost for the same reason, in Chinese, “凤凰” represents “lucky and beauty”. While in English, “phoenix” means rebirth. It gives them the feeling of waking up from death. “White Elephant” translated from “白象”, is regarded as rubbish in western country. Another example, “dragon” is always the symbol of riches, honors, power, authority and luck in the several thousands years’
history in China. It is one of the most respectable animals to all the Chinese. There are many Chinese idioms and stories about dragon. All the things linked with dragon are good and righteous. However, in western countries, most countries look dragon as the embodiment of evil and disaster. Suppose Chinese people don’t know the culture differences between China and western countries, and people still use “White Elephant” or “Dragon” as the trademark of some of our products what will be exported to foreign countries, what kind of effects we will get? It will surely cause great embarrassment or even losses.
3.4 AIDA Principle
The trademark is just like the bridge over the products and the consumers. To name the commodity is the important
Marketing strategy for the producers. That is to say, the trademark could directly decide the success of the company. The
advertising for the trademark is not only the essential way to promote the products and compete with other products, but also is very im
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