商标的翻译2.doc

本科毕业论文中文题目：浅析英语商标的翻译 外文题目：An Analysis on Trademark Translation院 系 经贸系 专 业 英语（电子商务） 年 级 2004级 学 号 0415141687 学 生 郭 游 指导教师 韩静静 结稿日期 四川外语学院教务处制汤姆叔叔的小屋中的女性力量摘要：写于1851年的汤姆叔叔的小屋，作为对美国通过的奴隶逃亡法的有力回应，历来被认为是在那个时代废奴文学的最有影响力的小说。然儿，它并不是一般的废奴小说。它更加关注奴隶制度下女性所起的作用。在汤姆叔叔的小屋中，女性扮演有着强大的力量，为了拯救坠落的世界同奴隶制度斗争的基本角色。 斯托夫人对于女性拯救社会的力量的阐述来源于当时社会2大背景，一是1848年蓬勃发展的女权运动；另一个是1850年的奴隶逃亡法的颁布，它禁止北方人帮助逃亡的奴隶，并且要求他们帮助逮捕逃亡的奴隶。汤姆叔叔的小屋更加关注的是女性面对奴隶逃亡法和奴隶应该怎样去做。以斯托夫人的观点，女性可以用一种特别的方法拯救着个社会，那就是通过基督教徒的爱和自我牺牲来改变人心。关键词： 汤姆叔叔的小屋；斯托夫人；女性；力量An Analysis on Trademark TranslationAbstractA trademark plays a key role in product. How to make consumers understand your product well is the producers major concern. First of all, a famous trademark must be created and one of the segments is to exactly translate the trademark. The translation of trademark should reserve the original. Furthermore, it must accord with consumers psychology.This paper is divided into four parts, the first part introduce the principal content, and then it describes the principles of trademark translation, the key step is concludes the methods of trademark translation, at last, it summarizes the details of the whole paper.Key words: trademark; translation; transliterationAcknowledgementsMy deepest gratitude goes first and foremost to my supervisor Han Jingjing, for her constant encouragement and guidance. She has walked me through all the stages of the writing of this thesis. Without her consistent and illuminating instruction, this thesis could not have reached its present form. Second, I would like to express my heartfelt gratitude to Professor Wu Juan, who led me into the world of literature. I am also greatly indebted to the professors and teachers at the Department of Economic Trade: Professor Luo Renjia, Professor Tan Qi, who have instructed and helped me a lot in the past two years. Last my thanks would go to my beloved family for their loving considerations and great confidence in me all through these years. I also owe my sincere gratitude to my friends and my fellow classmates who gave me their help and time in listening to me and helping me work out my problems during the difficult course of the thesisiiiContents中文摘要.i AbstractiiAknowledgements.iiiIntroduction.1I. Stowes Feminism and Domesticity.3A. The Comparison between Man and Women .3B. Family-the Sanctity of Motherhood.4II. Stowes Womens power to Redeem the Fallen World.6A. Womens Strength in the novel.6 1. Courage and Resolution of Women.62. Domestic Influence of Women .8B. Redemption through Women by Christians Heart.9Conclusion.13Notes.14Bibliography.161An Analysis on Trademark TranslationIntroduction With the development of technology and economy, trademark become more and more important. A trademark is a sign or symbol that is used on a product of competitors. Trademark translation is to translate a kind of language into another language while the original style and connotation should be kept. If any product is launched into international market to expand their market share, trademark cannot be ignored. A good trademark will do some appreciation for a product and give people deep impression. A good translation is also very important. Generally speaking sales volume depends on your sales policy and the name of your products. If you want your product take some place in market, it takes importance to trademark translation. Since China entered WTO, more products than before come into our market; therefore, trademark translation becomes a significant step. Trademark is an art, if you want to translate it well, you must master the principles and methods of trademark translation. Through this way, you also can absorb customs, cater for their psychology. Toury thinks, “Translation is a sort of teleological activity Any translation activities were extremely restricted by its aims.” 1 In order to understand the process of translation, so we cannot completely neglect the principle of trademark translation finally.I. The principle of Trademark TranslationA. To Enhancement of the Advantage of TrademarkTrademark is a tool to participate the competition. Each product has its own asvantages over others. On this account, trademark translation must stress their good point and bring a strong ascendancy. Such as, “Budweiser” “K-boxing” Translator should realize the characteristic of product well.To master the feature of product, include the products quality, original place, function and capability. The technology, culture, price and reputation must be considered. To do these we can stress out the advantage of product. Each element cannot be neglected. Because of any element affect the product. Therefore, translation is not only transfer one language to another, but also do deep research on product, so it can maximize the value of product.B. CreationTo sum up, trademarks is a remarkable art. Consumers get deep impression to some of products not only because of the advertisement, but also due to the art of trademark. The product can not sell well without any creation.The translation of trademark must arouse publics attention to appeal their interests. And spark their shopping desire. As a translator, you must develop your imagination based on the pronunciation of original name. For example, Pentium is a chip trademark from Intel cooperation, the word has no special means but it was translated into “奔腾” in Chinese, it vivid describe the technology information times.Yan Yuanchong said “A good translation is equal to creation”2 It is suit for trademark translation.C. LocalizationTrademark should comply with consumers psychology; the customary of sale district, different moral concepts and advertisement agency3. When we do translation, the culture, history and customary of sale district should be take into account, pay less attention to the original name.A pen named “白翎” was made into “White festher”. In America and British culture a cock with white feather means fair. “Golden cock” is a sort of cock, it is original name is “金鸡”. Trademark is under and shoes our culture, it is also restricted by culture4. We do research on trademark in order to avoid culture complicit, otherwise it will lead to failure. The Methods of Trademark TranslationA. TransliterationTransliteration is one of the most common ways of trademark translation. According to the pronunciation of import trademark, we must find out the familiar pronunciation of local vocabulary. To adopt transliteration, not only the translations harmonious sounds and function can be kept, but also the overseas culture can be embodied. The more important is that we must comply with local principle when we do translation up to perfect results. “Coca-Cola” was translated into “可口可乐” in Chinese. It is easy to understand. Because it fully utilizes the characteristic of Chinese language alliteration. The former double syllable was translated into “可口” the latter double syllable was translated into “可乐” with rhyme. The combination of alliteration and rhyme make our consumer feel comfortable. It does not abandon the wonderful allusion. “Clean & Clear” was translated into “可伶可俐” it retained the creation of original trademark and the feature of pronunciation. So it is easy to memorize. Even more, “可伶可俐” conforms to adult who are open-minded. Some other examples:Rolls Royce 劳斯莱斯汽车Hennessy 轩尼诗Maybelline 美宝莲Lucky 乐凯胶卷Sony 索尼 Lincoln林肯轿车Casio 卡西欧手表 Ford福特汽车Levis 利维斯 Dunhill登喜路Cannon 佳能相机 Nike耐克运动 Adidas 阿迪达斯运动 Pepsi-Cola百事可乐Hisense 海信 Haier海尔电器 Pantene 潘婷 Kodak柯达 Suppor 苏泊尔 GREE格力 Shangri-La 香格里拉 Lux力士Audi 奥迪 Martell马爹利Philips 飞利浦 VOLVO沃尔沃Nokia 诺基亚 PARKER派克钢笔Citizen 西铁城手表 Longines浪琴手表B. Liberal Translation Sometimes, it is not good enough to express the implied meaning of trademark by means of transliteration only. Therefore, for some trademark with bright image, gorgeous word, grace allusion, we can adopt liberal translation.We do this translation under some principles; it must not infringe our language conformity and not arouse misleading imagination. Translate it by the meaning of original trademark and some certain sentence structure. Though, there are many differences between China and Europe, there are still quite a lot concepts and information in common. We should pay attention to our culture background, set animal for example; they have dissimilar understandings from East to West. “goat” means “sex” in some aspects in English but not in China. “Blue Bird” comes from NISSAN corporation in Japan and was translated into “蓝鸟” in Chinese. It signifies a bird flying in the sky with poetic sentiment. “CROWN” translated into “黄冠”is a splendid effect.Some other examples: Seagull 海鸥 Three Gun 三抢Panda 熊猫 HERO英雄Double star 双星 Playboy花花公子Crocodile 鳄鱼服装 Great Wall长城Camel 骆驼烟 Monkey King猴王Dynasty 王朝红酒 True Love 真爱香水Forget-Me-Not勿忘我 Red bull红牛Shell 壳牌 Energizer劲量Microsoft 微软 Arrow箭牌C. The Combination of Transliteration and Liberal Translation Nowadays, Conclusion It is no doubt that Stoe had limitations concerning her views about women. The depictions of women have provoked skepticism and indignation among many feminist writers and critics. After all, the perspective, language, and meaning are all closely related to the writers limited experience confined to the domestic sphere. Though Stowes method that through womens power to redeem the world is conservative and impractical, in that period her strategy is quite progressive. Her eagerness to glorigy women selfless service to others and alter the figure of woman is moral superiority to man and an inspirer and model for man. By doing so, she gives women the central power and authority in the culture and proposes a way for America the abolition of the slavery. So no one could deny Uncle Toms Cabin represents a monumental effort by Stowe to bring about redemption of the world throughy women.Notes1 Stowe, Charles Edward, Life of Harriet Beecher Stowe Cmpiled from Her Letters and Journals. (Boston: Houghton Mifflin, 1890) pp.257-602 Stowe, Harrier Beecher, Uncle Toms Cabin (Beijing, 世界图书出版公司， 1999) 103 Ibid.,804 Eric J. Sundquist, Ed. New Essays on Uncle Toms Cabin.(Cambridge: Cambridge Up, 1986) pp.1565 Stowe, Harrier Beecher, Uncle Toms Cabin (Beijing, 世界图书出版公司， 1999) 806 Ibid.,817 Ibid.,2598 Susan Rubinow Gorsky, Femininity to Feminism: Women and Literature in the Nineteenth Century.(NY: Twayne Publishers, 1992) pp.279 Jane Tomphins, Sensational Designs: The Cultural Work of American Fiction 1790-1860. (NY&Oxford UP, 1986) pp.143.10 Ibid.,13311 Stowe, Harrier Beecher, Uncle Toms Cabin (Beijing, 世界图书出版公司， 1999) 30812 Stowe, Charles Edward, Life of Harr