商标翻译的研究.docVIP

【标题】商标翻译的研究 【作者】谭 晓 蓉 【关键词】商标；翻译；翻译策略 【指导老师】何远秀 邱彦文 【专业】英语 【正文】I. IntroductionTrademarks mean a marker of goods. The translation of trademark belongs to the field of business translation and also has its own distinguishing features.?As more and more foreign products flood into China and Chinese products are exported abroad, trademark translation has become an increasingly significant part of marketing strategy. A well-translated trademark will help attract customers and inspire their enthusiasm for purchase, while a trademark translated improperly sometimes will bring negative effects or even lead to spoilage of the image of the product. In today’s market, we can find a lot of ingeniously translated trademarks, but we should also be aware of some problems in trademark translation. Through analyzing those problems and giving possible suggestions, this paper holds that only a customer-oriented translation will succeed in the market.II. Introduction to TrademarkA?.Definition of TrademarkA trademark is shown by a name, a word, a symbol, a design or a combination of them. It is intended to identify the products or services of one seller or group of sellers and to differentiate them from those of the competitors.1 Brand-naming itself represents a strategically important issue and may determine fate of a product. With the globalization of world economy, especially with China’s entry into the World Trade Organization, more and more people in China have realized the importance of good names and international trademarks in promoting sales and cultivating markets. Therefore it is not only necessary but also urgent to study on brand names and upgrade to a new level. The main obstacle of brand translation is the different cultures. The cultural differences are represented by the forms of language. Due to the fact that brands are mainly described by language, there are some difficulties in the brand translation.B. Characteristics of Trademark?With the rapid dev