商标的翻译Translation of Brand Names.ppt

Practical Business English Translation Chapter VTranslation of Brand and Trade Names 1. Brand(brand name  brandmark) and Trademark 1.1 Overview of Brand and Trademark 1.1.1 Significance of Trademark 1.1.2 The formation of Trademark words only marks only words marks 1.1.3 Characteristics and Functions of Trademark recognizable expressive specific valuable competitive aesthetic adaptive temporal 1.1.4 Relationship Between Trademark and Brand brand: brand name brand mark (trademark) trademark 1.2 The Formations of Brand Names (商标词的构成) (1) proper noun- people’s name, place ,and the name from legend. (由人名,地名,神话传说中的人物,文学作品中的人物和地名构成.) Benz (自该车的发明人的姓氏) Nike (取自希腊神化中胜利女神的名字) (2) ordinary words(普通词汇)-the name of animals and plants, numbers.( 由动植物名称,数字,褒义的形容词构成) Diamond(手表) Clean and Clear(洗面奶) Excel(汽车) (3) created words(臆造词汇) Sprite(饮料)-sprit, Timex(手表)-time Contac(药品)-continuous action Kleenex(面巾纸)-clean and excellent 2. Methods of Brand and Trademark  Translation 2.1 Transliteration Lipton立顿红茶 Heinz亨氏米粉 Parker派克钢笔 Peak运动鞋 Motorola-摩托罗拉 Poison-百爱神, 2.2 Literal Translation Blue Bird 蓝鸟汽车 Play boy 花花公子男士服饰 Microsoft 微软电脑软件 Crown 黄冠汽车 2.3 Homophony Translation Bens 奔驰 BMW 宝马 Puma-彪马 Coca Cola可口可乐 Simmons席梦思 Jetta捷达 2.4 Transliteration Plus Literal Translation Oil of Olay 玉兰油 Coffee HAG 哈捷咖啡 2.5 Transferred Translation Head and Shoulder海飞丝 Rejoice飘柔 Carefree娇爽 2.6 No Translation AC 汽车 IBM 计算机 LG 家用电器 Attention: (1) With the aesthetic feelings (选字有审美情趣,避免平淡罗嗦) Crown 皇冠 Johson’s 强生 Sprite雪碧 Palarold拍立 Pampers帮宝适 (2) Pay attention to the different culture. Dragon龙 phoenix 凤 peacock孔雀 elephant大象 Pansy Men’s Clothing 紫罗兰 Marlboro万宝路 Budwiser百威 3. Translation of Trade Names 3.1 Transliteration Dow Jones Company 道. 琼斯公司 Hilton Hotel希尔顿饭店 Volvo Car Corporation沃尔沃汽车公司 Xer