- 1、本文档共5页,可阅读全部内容。
- 2、原创力文档(book118)网站文档一经付费(服务费),不意味着购买了该文档的版权,仅供个人/单位学习、研究之用,不得用于商业用途,未经授权,严禁复制、发行、汇编、翻译或者网络传播等,侵权必究。
- 3、本站所有内容均由合作方或网友上传,本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺!文档内容仅供研究参考,付费前请自行鉴别。如您付费,意味着您自己接受本站规则且自行承担风险,本站不退款、不进行额外附加服务;查看《如何避免下载的几个坑》。如果您已付费下载过本站文档,您可以点击 这里二次下载。
- 4、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等,请点击“版权申诉”(推荐),也可以打举报电话:400-050-0827(电话支持时间:9:00-18:30)。
- 5、该文档为VIP文档,如果想要下载,成为VIP会员后,下载免费。
- 6、成为VIP后,下载本文档将扣除1次下载权益。下载后,不支持退款、换文档。如有疑问请联系我们。
- 7、成为VIP后,您将拥有八大权益,权益包括:VIP文档下载权益、阅读免打扰、文档格式转换、高级专利检索、专属身份标志、高级客服、多端互通、版权登记。
- 8、VIP文档为合作方或网友上传,每下载1次, 网站将根据用户上传文档的质量评分、类型等,对文档贡献者给予高额补贴、流量扶持。如果你也想贡献VIP文档。上传文档
查看更多
Brand Name Translation and the Target Culture.doc
Brand Name Translation and the Target Culture
【中图分类号】 H05 【文献标识码】 A 【文章编号】 1007-4244(2014)08-291-1
1.Avoidance of cultural conflicts
During the translation of trademark brand names, if the translation is in contradiction with the culture of the target audience group, then alternative methods should be used. That is to strive to be vivid, crisp, imaginative and creative on the basis of being in line with the target culture. This is the organic unity of the text translation and cultural translation. Translation of the trademark brand name should be the “the artistic creation in translation” and the “re-creation” or “artistic creation” should be precisely defined as “the comparison of the two cultures”. To translate the trademark and brand name, the translator should pay full attention to the taboos and preferences of different ethnic groups.
1.1 English translation under the western culture
In China, many of our traditional trademark brand names are named after flora and fauna. We may have strong emotional attachment to some of these creatures, such as pandas-our national treasure. In China, those animals and plants may have names with profound cultural connotations and unique ethnic color. However not necessarily active in English, in which they might have a negative association. For example, in China, the “dragon” used to be the symbol of imperial power and now the emblem of luck and honor. This legendary animal appears in many positive Chinese idioms, such as “the Emperor-real dragon(真龙天子)”,“hoping the son grow up to be a successful person, a dragon (望子成龙)”and so on. However, the westerners view the dragon as a symbol of evil and generally use it in derogatory terms, such as“sow dragon’s teeth”, meaning “sow divisive seed”. Therefore, in order to avoid the misreading caused by cultural differences, the word“龙” in Chinese trademark brand names are generally translated into “Long”(pronunciation of “龙” in Chinese).
1.2 Chinese translation under t
文档评论(0)