经贸翻译与实践商标翻译.pptxVIP

经贸翻译与实践第十讲 ：商标的翻译俞利军 I. TrademarksDefinition? 1. It is the sign or mark on a commodity or the package.? 2. It is used to distinguish a good from similar commodities.? 3. The components are characters, patterns or the combination of the two. I. Trademarks商标的定义? 能够将一个企业的商品或者服务同其他企业的商品或者服务区别开来的标志。? 是一种用于商品上或者服务中的特定标记，消费者通过这种标记，识别或者确认该商品、服务的生产经营者和服务提供者。 I. TrademarksFunctions? 1. Distinguishing the product? 2. Stimulating consumption? 3. Providing information of the product: producer, birthplace, material or function? 4. Symbolizing the credit and reputation of the enterprise I. TrademarksOrigins of Trademarks? 1. Common nouns1) Descriptive of the function, raw materials, quality of the commodity2) Suggestive of commodity information by way of some symbol3) Irrelevant to the distinctive aspects of the commodity, but offering a feeling or creating an atmosphere for customers to build up connection between the trademark and the commodity I. TrademarksOrigins of Trademarks2. Proper nouns: including names of persons,places or organizations? English trademarks more often resort torubbernames of persons:Eg. Goodyear (after the inventor of tire, Charles Goodyear. )resort to? Chinese trademarks more often names of places:Eg. Yang Zi(扬子) refrigerators I. TrademarksOrigins of Trademarks3. Invented words: helping brand names to be distinctive and appealing.Being ideographic, Chinese is allowed much less possibility of coined words for trademarks, but creation works as well when brand names are translated into English.Eg. Youngor (invented on the basis of younger ) I. Trademarks? Motivations of invented trademarks1) Sound symbolismEg. “ Marlboro”, with the first vowel [a:] strong and suggestive of large appeals to men customers;“Skitties ”, with two [i] in the name greatly enhancing the sweets being small and crisp, attracts children.“ 斯，诗，丽，莉，琪，碧…” are frequently employed in translating foreign trademarks for womens product. I. Trademarks? Motivations of i