商标翻译的原则与方法.doc

Principles and Methods of Trademark Translation Abstract：With the expansion of commodity exchange and deepening of economic globalization, trademark plays a significant role in international trade. Trademarks are the symbols of quality and an image of commodity. A successful trademark is gravely important to the sales volume of commodities, thus, trademark translation is a key step in the process of commodity globalization. This paper discusses the principle and method of trademark translation based on several famous translation theories such as functional equivalence、skopos theory and teleological activity and so on. In conclusion, this paper puts forward the principle and method of trademark translation.Key Words: principles; methods; trademark translation商标翻译的原则与方法摘 要：随着商品交流的不断扩大与经济全球化的深入, 商标在国际贸易中扮演着十分重要的角色。商标是代表商品质量和形象的符号，一个成功的商标对于产品的销量非常重要。因此，商标翻译是产品得以走向世界的重要环节。本文依据功能对等，翻译目的论与翻译是有目的的行为等几大翻译理论，探讨了商标翻译的原则与方法。最后，作者提出了商标翻译的方法与原则。关键词：原则；方法；商标翻译CONTENTIntroduction11. Main Principles of Trademark Translation21.1 Principles Based on Translation Theories21.1.1 Functional Equivalence21.1.2 AIDA Principle31.2 Principles Based on Trademark Properties41.2.1 The Principle of Identifying Commodities41.2.2 The Principle of Innovation41.2.3 The Principle of Localization51.2.4 The Principle of Aesthetic Appreciation61.2.5 The Principle of Legalization72. Problems Existing in Trademark Translation72.1 The Inclination of Using Chinese Pinyin72.2 Blindfold and Mechanical Trademark Translation82.3 Lack of Cross-cultural Awareness92.4 Lack of Linguistic Knowledge93 Methods of Trademark Translation103.1 Transliteration103.2 Literal Translation113.3 Combined Way of Transliteration and Meaning Implication113.4 Translating in a Communicative Way124. Conclusion13Bibliography15 中国最大的论文知识平台IntroductionA trademark is a distinctive sign which identifies certain commodities or services as those produced or provided by a certain entity or person. The trademark is protected for a period of 20 years, indefinitely renewable.Trademarks can be distinctive words, phrases, logos, symbols, slogans or other things that identify the source of the product and make it distinctive. A trademark can either be inherently distinctive, or gain its distinctiveness over a period of time by being associated with a particular product or service.Trademarks can consist of letters, numbers, sounds, smells, colors, or even product shapes used to promote and distinguish the product in the marketplace.Trademarks allow companies and businesses to distinguish their products and to prevent consumer confusion among products, and protect the means theyve chose to identify their products or services.As the world evolves into the global village, many countries are directly tied to an international system of economic interdependence, and most countries have at least one asset within their borders that is needed by another country. No country is completely self-sufficient. Foreign companies or multinational ones manufacture many of the products, from the cars we drive to the clothes we wear, even the soft drinks. Multinational corporations increasingly participate in various international business arrangements.Economic reforms in China have spurred a great deal of products imported or exported in the last decade. Now China has joined WTO and is opening wider to outside world for the introduction of science and technology in the cause of socialism modernization. However, in todays market economy, competition is universal. That the product has a proper and attractive trademark would be more competitive in the international market.The translation of the trademark is a very practical translation action with high commercial value. It also transmits the culture from the source language to the target language. The ultimate purpose of translating the trademark is to persuade the consumers in the other countries to buy the products and earn the commercial benefit.Therefore, the effective trademark translation may be urgent and necessary.1. Main Principles of Trademark TranslationDifferent languages involve different cultures. Nida once said: “For truly successful translating, biculturalism is even more important than bilingualism, since words only have meanings in terms of the cultures in which they function” (Nida 2001). It is known that the trademark is usually heavily loaded with certain special cultural connotation. If one trademark is not rendered properly, most of its cultural and advertising information will be lost. Therefore, the translators should pay great attention to express and enrich the cultural implication of the translated version. They must know the difference between the source language culture and the target language culture.Different languages have different sounds and forms. The trademark is also one part of the certain language. A good trademark should be beautiful in sound, beautiful in form, beautiful in meaning and easy to be accepted by the consumers.How to reach these purposes? The translator should select simple and plain words, easy to be pronounced and memorized. And many translators should find the importance of one proper rendering of the trademarks and conforming to the psychological requirements and customs of the target language consumers.If the foreign trademarks want to enter the Chinese market, Chinese version of them should be two or three characters and not more than five. The more characters in the version, the weaker it sounds and the less memorable it becomes. The version should also be easy to pronounce and free from negative associations.To solve the above-mentioned problems, the following principles and ways can be adopted in trademark translation.1.1 Principles Based on Translation TheoriesApplying the proper translation theories to trademark translation is of great significance. Nidas translation theory, “functional equivalence”, and Nords translation theory, “translation as a purposeful activity” as widely accepted in translation, are most helpful for trademark translation. Thus, trademark translation should comply with the following translation theories.1.1.1 Functional EquivalenceThe functional equivalence is the key theory pointed by Eugene A. Nida. He thought that the translator should first produce a more or less literal rendering of the source text and then proceed to improve it stylistically (Nida 1993). According to Nida, a minimal, realistic definition of functional equivalence could be stated as “the readers of a translated text should be able to comprehend it to the point that they can conceive of how the original readers of the text must have understood and appreciate it” (Nida 1993). In addition, a maximal, ideal definition could be “the readers of a translated text should be able to understand and appreciate it in essentially the same manner as the original readers did” (Nida 1993). Peter Newmark has pointed that a language has five basic functions: informative, aesthetic, vocative, expressive and phatic (Newmark 2001). The trademark is closely related to the former three. Specifically speaking, “functional equivalence” to the trademark translation means the rendered version must perform these three functions to the same or at least to the most similar extent as the original trademark does.Because the translation of trademarks concerns responses of consumers, it is important for the translator to pay attention to the meaning and formation, to reproduce and furthermore obtain the realization of the closest natural equivalent of the source language message. For example, “Safeguard”the soap means the protection or being the guard to the skin. The translated version in Chinese “舒肤佳” also conveys the same message of Safeguard and at the same time realizes the closest natural equivalent.1.1.2 AIDA PrincipleThe trademark is just like the bridge over the products and the consumers. To name the commodity is an important marketing strategy for the producers. That is to say, the trademark could directly decide the success of the company. The advertising for the trademark is not only the essential way to promote the products and compete with other products, but also very important to exploit the international market. In the serious completion of the global economy and culture, if we want to push Chinese products to the international market, we must translate the trademarks very properly. A successful translated trademark could attract the target languageconsumers, inspire the beautiful images, and stimulate the purchasing desire.The American advertising expert, E.S. Lewis advanced the “AIDA” Principle on the advertising in 1998.AAttentionIInterestDDesireAActionIf the products could be promoted to the other countries very efficiently, the translation of the trademark also needs to comply with the “AIDA” principle. Take the translating of “Goldlion” for instance.The English name of it Goldlion takes the important role in sharing the western market, especially in Hong Kong. In Hong Kong there are many Englishmen who take the Goldlion as the symbol of Britain, so it is very welcomed by British. However, most of Chinese people in Hong Kong take “狮” as taboo. Because “狮” is pronounced as “死” or “失” in the Cantonese. So it is not suitable to use literal translation in the Goldlion. Finally the brand designer took the special way to translate it to Chinese. Gold was translated literally to “金”, lion was removed into two syllables, that is, Li“利”(transliteration), On“来”(free translation). “金利来”is a very lucky name and could be read and remembered very easily, and is more persuasive, desirable than other names.1.2 Principles Based on Trademark PropertiesNie Renzhong in his book Art of Advertising Language, pointed out that “symbolistic, concise, adaptable, artistic, solemn and steady were the major properties of trademark words” (Nie Renzong 1989). Thus, the principles of trademark translation should be also based on these six properties the trademark have.1.2.1 The Principle of Identifying Commodities As we all known, one commodity has its distinctive character. But it is difficult for a translator to make the translation successfully express the commoditys distinction. Each trademark name represents one commodity and shows its uniqueness. If a name is distinctive enough to catch the consumers attention, then it has been endowed with the discerning function. Thus, in a consumers memory, this distinctive name will be the most deep-going one. As a translator, one should deeply grasp the commoditys properties including its quality、function、place origin、reputation and cultural flavor and so on. Only this translator can make the advantages and uniqueness of the commodity noticeable in translation.1.2.2 The Principle of InnovationIt has been mentioned above that one of the properties of trademark words is artistic. Some commodities are impressive to consumers but some commodities are not capable of impressing. The season of such difference is not only advertisement but also the artistic effect of trademark. No one is interested in an unoriginal trademark. Thus, the trademark translation should be new and fresh in order to attract consumers attention and stimulate their desire of buying the commodities. It is required the translator should make full use of his imagination and innovation based on the pronouncing characteristic of source language and try his best to show his great originality. For example, “Pentium” is a brand name of CPU manufactured by Intel Corporation. The word Pentium is meaningless except its prefix means five, however, in translation it has a Chinese name “奔腾” which lively reflects the irresistible vigor of the electrical information times whose main dynamical is computer. For another example, one kind of MP3 in market called “狗剩” in according to its English name “Godson”. Although its Chinese trademark translation is a little bit indelicate, its originality can not be denied and people will never forget once see it.Xu Yuanchong thought an excellent translation was equal to an innovation based on the source language (Xu Yuanchong 1984). His theory also applies to trademark translation that translator should have an aptitude for innovation in compliance with certain principles to make his translation lively and impressive.1.2.3 The Principle of LocalizationThe adaptable property of trademark requires the trademark name should be able to adapt to consumers mentality, the custom of the target market, moral idea of various societies and countries as well as different advertising media. As the saying goes, “Do in Rome as the Romans do” that is just what the principle of localization means. During the process of trademark translation, the culture, history, custom and so on of the target market should be taken into consideration not only the cultural custom of source language. One kind of pen originates from Shanghai called “白翎” which has a literal English name “White Feather”. Unfortunately, however, in western culture, people think a gamecook with white feather on its tail is coward and low-grade. So white feather implies cowardice and presenting people a white feather means to deride peoples cowardice. No wander, this kind of pen is unpopular in western countries. Take another one for example, there is an alarm clock named “金鸡” in Chinese and it has been translated literally into an English name “Golden Cock”. It is unable to adapt to western culture either. At the first sight of this version, many foreigners could not help laughing, because cock has a very vulgar meaning and is a very strong slangy word. So there were few people who bought this kind of clock. If the “Rooster” replaces it, it would be much better, because “Rooster” can be accepted easily and in the meantime expresses the meaning that this alarm clock is as timely as rooster to wake you up.Trademarks carry culture, embody culture but also are limited by culture. Therefore, the study on national culture, habits and customs and social convention should be done first before doing trademark translation to avoid cultural conflict, which can lead to the failure of trademark translation.1.2.4 The Principle of Aesthetic AppreciationEach beauty is a combination of beauty in form and beauty in content. Xu Yuanchong, brought up “The theory of three beauties”, which were phonological beauty, contextual beauty and imaginary beauty (Xu Yuanchong 1984). Similarly, trademark translation should give attention to both of beauty in form and beauty in content. Generally, trademark translation should have beauty in popularity, simplicity, peculiarity, phonology and artistic conception. Beauty in phonology serves as beauty in beauty in form; the other four beauties are equal serving as beauty in content. These two main kinds of beauties correspond to each other to make the trademark translation so impressively beautiful that can draw the attention of consumers and stimulate the consumers purchasing desire.Lets still take the well-known trademark name “Safeguard” for an example. Its Chinese trademark name is successful. Firstly, there are three syllables both in English and Chinese. Secondly, the trademark name in English and Chinese are partial tone. Thirdly, the Chinese trademark name can let consumers naturally associate it with the washing commodity, which protect peoples skin. Obviously, this trademark translation which boasts both of beauty in phonology and beauty in form can effectively prove the importance of the principle of aesthetic appreciation in trademark translation.There is another positive example. A kind of beverage called “7.UP” in which the word “UP” refers to being cheerful and refreshing. Moreover, the number 7 is favorable to westerners. According to the combination of beauty in content and beauty in form, its Chinese trademark name is “七喜”. The other successful examples like this are easy to tell. The famous Chinese brand “海尔” has been translated into the English name “Haier” which has a similar sound with the word “higher”. It also embodies the unification of the three beauties, which was come up with by Xu Yuanchong.1.2.5 The Principle of LegalizationMost of countries including China have formulated the trademark law in order to protect the trademark proprietary rights. Indubitably, trademark translation should strictly obey the trademark law. The French perfume “OPIUM” for man had an literally translated Chinese name “鸦片” when it entered into Chinese market. It is easy to understand the owner of this perfume hoped that the consumers would never ever give up the perfume once they have used it. Unfortunately, this perfume far from tempts the male consumers; as a result, it came under a savage attack by Chinese consumers. The much worse part was this perfume even was banned to sell in Chinese market by Industrial and Commercial Bureau.In history, Chinese people were tortured and scarred by western powerful countries and the opium was their tool. Thus, Chinese people detest opium. The Opium War always reminds Chinese people of that humiliating history just like Frenchs attitude towards to the Waterloo. This perfumes owner neglected the meaning of opium in Chinese culture and the ethical psychology. The owner also broke the Chinese trademark law.Thereby, the factor of law should be taken into consideration in the trademark translation.2. Problems Existing in Trademark Translation2.1 The Inclination of Using Chinese PinyinAt present, it is very common that Chinese trademark names are translated in the way of Chinese pinyin, which is the combination of Chinese phonetic alphabet. Some translations use this method in order to reach a relatively sati