英文商标及其中文翻译.docVIP

Qualitative Research on Trademark Translation 论文方向：翻译学 指导老师：侯双双 Submitted to English Department Of Foreign Languages School of Shandong University In Partial Fulfillment of the Requirement For the Degree of Bachelor of Arts 通讯地址： 邮编： 电话号码： October 3, 2011  Abstract This article is about the qualitative research on trademark translation with comparing English trademark and Chinese translation on advertisement. This article summarizes five characteristics of trademark translation, i.e., equivalence, brevity, attractiveness, association and creativity. This article also summarizes four principles of trademark translation including harmony principle, inductive principle, principle of effectiveness and aesthetic principle as well as four methods of trademark translation, which is composed of the method of Chinese Pinyin, the method of transliteration, the method of paraphrase, the combination of transliteration and paraphrase. Key words: English trademark; translation; consumers 中文摘要 本文通过对比英文商标及其中文翻译，对商标的翻译作出定性分析。文章总结了商标翻译的五个特征，即等效性、简洁性、吸引性、联想性及创新性；概括出了商标翻译的四个原则，即协调性原则、归纳性原则、实效性原则、美感原则；归纳出了商标翻译的四种方法，即汉语拼音法、音译法、意译法和音义结合法。 关键词：英文商标；翻译；消费者 Introduction The human society has entered the 21st century. The international trade is developing fast, causing the increasing commercial cooperation and the commodity import and export. The trademark is playing an important role in the matter whether the foreign product can occupy the market. The translated trademark is the second name of commodity in other countries. It is not only a logo but also a lure, which is to attract consumers and sell commodities. A good trademark translation may bring an enterprise huge wealth, whereas a bad one may let an enterprise suffer great loss. Therefore, an enterprise’s future is closely linked to trademark translation. Evidently, the trademark translation has become more and more practical and essential. This article will give us a qualitative study on the