商标翻译存在问题分析及翻译策略.docVIP

商标翻译存在问题分析及翻译策略 Problems of Today’s Trademark Translation and the Translation Strategies Abstract: With the internationalization of trademarks, their translations are of vital importance. Trademark is a special kind of language signs. It is the concentration of commodities’ distinct characteristics, the core of commodities’ culture, and the powerful weapon for an enterprise to participate in international competitions. It is not only a logo, also a lure, the final goal of which is to attract customers and sell commodities. Trademark translation conforms to the conception of sociology. 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 with trademark translation. With some examples analyzed, this essay focuses on aesthetics to explore the translation of trademarks. The article profits from and absorbs other translation methods, memorizing some translation strategies as well as proposes something to be paid attention to in view of the different strategies. Key words: trademark; trademark translation; translation strategies 摘要：随着商标的国际化发展其翻译方法至关重。商标是一种特殊的语言符号，是商品显著特征的浓缩，是商品文化的核心部分，是企业参与国际竞争的有力武器。它既是标识，又是诱饵，最终是要招揽顾客，出售商品。好的商标翻译可以给企业带来巨大的财富；反之,糟糕的商标翻译可以让企业损失惨重，所以企业的生死存亡与商标翻译息息相关。本文收集了一些典型商标，经过系统的分析，借鉴并吸收了一些翻译方法，重新总结归纳了一些商标译的策略，本文还针对不同策略的商标翻译提出了需要注意的事项。Contents Ⅰ. Introduction of Today’s Trademark Translation …………………1 Ⅱ. Problems of Today’s Trademark Translation …………………….1 A. Problems in Chinese–English Trademark Translation ………………..2 1. Trademarks without translation ………………………………….22. Improper translation …………………………………………….2 a. Abused transliteration …………………………………………2b. Improper literal translation ……………………………………3 B. Problems in English –Chinese Trademark Translation ………………..4 1. Cliche transliteration …………………………………………….4 2. Lack of consistency ………………………………………………4 C. Suggested Resolutions ………………………………………………4 Ⅲ. Aesthetic Features of Trad