Trade Mark Translation in the.doc

毕业论文(设计)Trade Mark Translation in the Perspective of Reception Aesthetics1. IntroductionIn modern society, trade mark is not only a symbol of enterprises but also a weapon for corporations to compete with counterparts. Hence, trade mark is of first-rate importance for companies to sell their commodities. So is trade mark translation. With the trend of globalization and the development of international trade, trade mark translation is crucial for the sale of commodities in foreign markets. Excellent translated trade marks bring prestige and profit to companies, while poor translated ones result in inestimable damage and uncountable loss. Therefore, brand name translation does make a big difference to manufacturers and sellers. As a matter of fact, western scholars have been studying trade mark translation for a long period. However, trade mark translation was rarely mentioned in Chinese translation studies. Fortunately, it has drawn Chinese translators attention in recent years. Enormous amounts of articles on trade mark translation are published in Chinese influential academic journals like Chinese Translators Journal, Shanghai Journal of Translators, etc. For instance, Chen Zhendong issued “On E-C Translation of Trademarks” (2005) in Shanghai Journal of Translators. Hu Kaibao and Chen Zaiquan published “Aesthetic Properties of Commodity Names and E-C Translation of Trademarks” (2000) in Chinese Translators Journal.In the previous studies of trade mark translation, most experts concentrate on translation methods and skills. Nevertheless, there are still some researchers who study trade mark translation from the perspectives of aesthetic beauty, cultural background and linguistic rules. As for the theories applied to trade mark translation, there are the principle of three characters brought forward by Yan Fu, the principle of equivalence put forward by Nida, etc. These traditional theories are useful for some brand names, but not practical in any case, for they ignore the viewers of brand names, who are the judges of brand name translation. Accordingly, contemporary scholars start to explore trade mark translation in new angles. Wang Zuoliang pointed out that translation should be studied in a new perspective in the new period, and readers should be the primary concern of translators (Yang Zijian, Liu Xueyun, 2003: 287). It is a fact that some translators have studied translation from the perspective of Reception Aesthetics in which the close connection between readers and literary works and the active role of readers are emphasized a lot. For example, Hou Xiangqun created his “On Reception Theory and Translation” (1994). Hu Kaibao, Hu Shirong together produced “Reception Theory as an Explanatory Tool in Translation Studies” (2006). Considering the active role of consumers in brand name translation, it is reasonable to guide brand name translation with Reception Aesthetics. With the aim to contribute to translation theories and do help in translation practice, this thesis probes into the significance of Reception Aesthetics in trade mark translation in terms of horizon of expectations, fusion of horizons and horizon transmutation.2Trade mark translation and Reception Aesthetics2.1 Trade mark and trade mark translationIn the commercial society abundant with varied goods, trade mark and trade mark translation deserve more attention, for they are mostly the first contact of consumers to products and do help in the realization of brand popularity. This part will first define trade mark, then illustrate the functions of trade mark and trade mark translation, and further analyze the status of consumers and consumers needs and motives which are important to trade mark translation.2.1.1 Definition of trade markAccording to Contemporary Chinese Dictionary (1996: 1104)，trade mark is a mark or a sign that is placed on a product to distinguish it from the likes sold by other producers. Oxford Dictionary of Economics defines trade mark as follows, “a symbol, logo, or name used to enable the public to identify the supplier of goods” (Black, 2002: 472). Another definition of trade mark is “a special name, sign, word, etc., which is marked on a product to show that it is made by a particular producer, and which may legally only be used by that producer” (Longman Dictionary of Contemporary English, 1993: 1126). Judging from all the above, there are several characteristics of trade mark. To begin with, trade mark is a special name, sign, or logo that is marked on a product. Secondly, it is used to differentiate the product and the producer from the likes. Thirdly, it is an important form of commercial property which is legally used only by the holder. 2.1.2 Functions of trade mark and trade mark translationIn todays marketing economy, trade mark is not just a simple sign placed on a product. With the intensification of competition in the marketplace, enterprises start to attach more functions to their trade marks. A particular brand name can distinguish the article from piles of similar goods. This aids consumers in the recognition of their favorite products. Moreover, top-branded commodities are easy to reach a large group of intended customers. It is a fact that enormous amounts of consumers show strong inclination to buy the goods named excellently, which brings a great many benefits to sellers. Furthermore, a well-built trade mark helps the establishment of the image of a company. A characteristic brand usually represents the spirit of a corporation. Hence, the name of a brand publicizes not just the product but also the company. In addition, customers brand loyalty could be built up with a well-designed brand name. Consumers may be absorbed by the pleasant name and favor it for a long time. Last but not least, a trade mark which is registered legally can prohibit the interests of companies from being violated.As is discussed above, trade mark plays a crucial role in the promotion of commodities. The same goes for trade mark translation. The first impression of consumers to a native product is probably given by its trade mark, while the first impression to a foreign product is likely offered by its trade mark translation. Whether or not goods can be sold well in foreign markets relies on their trade mark translations to a certain extent. An appropriate rendering helps to build a perfect brand image and contributes to the promotion of goods. A quality translation of brand names will draw consumers attention, arouse their curiosity, stimulate their desire and eventually effect their purchase of the article. If the brand name translation is satisfactory enough, the so-called brand loyalty could be built up. Then the intention of the translation commissioner is realized. On the contrary, a poorly translated brand results in great loss for both manufacturers and sellers. An inappropriate brand rendering could not show much pleasantness to the viewers. Naturally, it will ruin the image of the producer and the seller and cause the rejection of consumers to the product. Finally, the translation initiator who hopes to improve sales with the help of a brand translation will feel disappointed.2.1.3 Significance of consumers in trade mark translation2.1.3.1 Status of consumers in trade mark translationBrand name translation is responsible to send the source message to target consumers as accurate as possible. Translated brands are supposed to not only remain the essence of the original text, but also gain the appreciation of intended customers. Consequently, consumers reception becomes of primary importance and consumers in the intended market are put into a decisive status. It is potential consumers who will notice, be engrossed in, and pay attention to the translations of brand names. It is also prospective consumers who play the role as the readers, the addressees and the responders of a brand translation. It seems that the role of consumers should be given full consideration in trade mark translation. Hence, brand name translators should bear in mind target audience whenever doing translations.2.1.3.2 Consumers needs and motives in trade mark translation“A need is the wish and requirement of people to possess, consume, or enjoy something in order to maintain their living and better self-development” (Net. 1). According to the American psychologist Abraham H. Maslow, there are two categories of human needs. One is basic or physical needs, the other is advanced or psychological needs (Net. 1). Basic or physical needs are the origin of consumers want for things like food, drink and clothes. While advanced or psychological needs are the source of consumers desire for things as toys, make-ups, digital products, etc. As Chen Fuyu believes, consumers needs, either the physical needs or the psychological needs, stimulate consumers to carry out their consuming actions (2004). Hence, trade mark translators are obliged to give first concern to consumers needs, especially to the psychological needs.“A motive is the psychological characteristic of people aiming at achieving something, which produces a particular intention and power, and therefore stimulates people to carry out certain actions” (Net. 1). In other words, a motive is an interior stimulant of peoples consumption. Its role as a guider in the consumption process should not be ignored by brand name translators. In the society abundant with varied commercial items, it is consumers psychology that encourages people to select a special product from the likes. Hence, to promote the sale of commodities, consumers psychology should be given a certain priority. Since consumers needs and motives are the main concerns of consumers psychology, to satisfy consumers psychology means to content consumers needs and motives. Naturally, to promote the sale of commodities, translators should enable trade mark renderings to catch consumers attention, arouse their interest, satisfy their psychological needs, further stimulate their motives and eventually effect their purchase of the commodities.2.2 Reception Aesthetics and trade mark translationAs a reader-centered literary theory, Reception Aesthetics is applicable to trade mark translation in which consumers status and consumers needs and motives are the primary concern of translators. After the brief introduction of Reception Aesthetics, this part next studies the relation between trade mark translation and Reception Aesthetics, involving readers status and significance, horizon of expectations, fusion of horizons and horizon transmutation.2.2.1 Brief introduction of Reception AestheticsBeing a theory of literary criticism, Reception Aesthetics (also named Reception Theory) developed by Hans Robert Jauss and Wolfgang Iser was born in the University of Constance in the south of Germany during the late 1960s and early 1970s. It is an influential school of contemporary literary theories in the west. Established on the basis of hermeneutics and phenomenology, Reception Aesthetics concentrates on readers and the reception process of readers. From the viewpoint of Jauss and Iser, readers play a vital role in the creation process of literary works. Great emphasis is laid on the relationship between readers and literary works in Reception Aesthetics. The reading activity and reception competence of readers determine the meaning, value and historical role of literary works (Hou Xiangqun, 1994). Jauss claims that, “In the relationship among the author, the work and the reader, the reader is not passive. He plays a creative role in the meaning of the work and is one of the forces contributed to the formation of literary history” (Ma Yixin, 1995:17). Reception Aesthetics not only emphasizes the status of readers, but also concerns readers horizon of expectations, fusion of horizons, and horizon transmutation.There are three stages of modern western literary theories: the author-centered literary theory, the text-centered literary theory and the reader-centered literary theory. The last one is a challenge to the former ones, in which the close connection between readers and literary works and the active role of readers are ignored. “Reception Aesthetics which studies readers role in literary works is a greatly fresh theory of literature.” said Terry Eagleton, a renowned English literary theorist (Ma Yixin, 1995: 18). As a new literary theory, Reception Aesthetics can be applied not only to literature but also to translation, especially to trade mark translation. Due to the particularities of trade marks in language and the significance of consumers in commodity sale, translators should put consumers in the first place when rendering trade marks (Zhao Yingchun, Chen Kaijun, 2004). “Consumers” as the receptors in economy activities is equal to “readers” in Reception Aesthetics. Hence, it is reasonable and meaningful to explore trade mark translation within the framework of Reception Aesthetics. 2.2.2 Reception Aesthetics and trade mark translation2.2.2.1 Readers status and significance and trade mark translationReception Aesthetics considers that, it is hard to imagine the life of literature without readers participation. Readers are not the passive receptors of a literary work. On the contrary, readers play an active role in the recreation of the work (Yang Zijian, Liu Xueyun, 2003: 752). The meaning and value of a work are endowed not only by the author but also by the readers. Only the readers acceptance of a work, which is abstract and indeterminate, can concretize the work and determine its meaning (Hu Jingzhi, Wang Yuechuan, 1994: 345-46). It is obvious that readers possess a high position in the evaluation of literature. There is no doubt that authors take readers into consideration very seriously. The same is true of trade mark translation. Just like literary works are created for readers, brand names are designed for consumers. So is brand name translation. As was mentioned previously, consumers play a decisive role in trade mark translation. A well-received brand name brings much profit to a certainty, while an unwelcome trade mark is bound to result in great loss. Accordingly, the reception competence of consumers is supposed to be given top priority in trade mark translation. The translator of a brand name should acquaint himself with detail information about prospective customers, such as education background, cultural surroundings and world knowledge. Consumers needs and consumers motives should be taken into account as well.2.2.2.2 Horizon of expectations and trade mark translationAs is held by Jauss, a reader has formed his world knowledge, life experience, social value and aesthetic inclination before he reads a piece of literature (Ma Yixin, 1995:71-72). In other words, when a reader appreciates a work, he is not empty in his mind. Instead, he brings his “horizon of expectations”a core concept coined by Jauss in Reception Aesthetics, which developed from Heideggers “pre-understanding” or Gadamers “prejudice”. A Soviet scholar Karah understands “horizon of expectations” as follows, “Everyone understands a literary work in his unique way, which involves his life experience, taste for art, aesthetic tendency, individual upbringing, personal interest, and his ambition” (Ma Yixin, 1995:71-72). Naumann, a German expert believes that, “the factors that determine readers reception include readers age, gender, mindset, world view, economic condition, education background, aesthetic need, previous literature reading experience and the relationship with other art except literature” (Ma Yixin, 1995:71-72). According to Jauss, horizon of expectations can be divided into two categories: the horizon of the experience of everyday life and the horizon of aesthetic experience (Ma Yixin, 1995:72). The former includes readers character, education level, social status, life experience and world view. While the latter concerns readers literary knowledge, previous reading experience and aesthetic sentiment. With the raise of the concept of “horizon of expectations”, readers role as the addressees of literary works is laid on great emphasis. All the information readers accept in their consciousness and subconsciousness will influence their reception activities of literary works. Due to varied horizons of expectations, different readers will have different reception of the same literature. Consequently, authors should take readers horizon of expectations into consideration during the creation of literary works. The same is the case of trade mark translation. Under the influence of historical, cultural, economic and political background, consumers in the target market have formed their own horizon of expectations such as aesthetic tendency, reception competence, etc. Their horizon of expectations can influence their acceptance of brand name translations. Hence, during the process of the translation of trade marks, translators should take into account consumers horizon of expectations, namely their world view, education level, life experience, and aesthetic inclination.2.2.2.3 Fusion of horizons and trade mark translation“Fusion of horizons” is another vital term in Reception Aesthetics, which is proposed by Gadamer. According to Reception Aesthetics, before reading a literary work, literary readers have developed their own horizon of expectations. Readers horizon of expectations may not be the same as an authors horizon of expectations. “Fusion of horizons” describes readers effort to enter into the imaginative world an author creates, which means that only after readers horizon of expectations and an authors horizon of expectations be combined can the text be understood and accepted well. Fusion of horizons illustrates the process of reading literary works. It is also the object th