文化差异中的商标翻译

1、文化差异中的商标翻译【abstrat】abrandisshnbyanae,ard,asign,asybl,adesignrabinatinfthe.itisintendedtidentifytheprdutsrserviesfnesellerrgrupfsellersandtdifferentiatethefrthsefpetitrs.brand-naingitselfrepresentsastrategiallyiprtantissueandaydeterinethesuessrfailurefaprdut.agdbrandnaeanalssaveillinsfdllarsvertheprd

2、utslifebeauseitarriesitsneaning,desribestheprdutsadvantages,anddifferentiatestheprdutsignifiantlyfritspetitrs.byreadingthebrandnaes,itiseasyttelltheprdutsfrnetthetherandtkntheharatersfprduts.frthegdbrandhasthefuntinsfdistinguishing,prvidinginfratinfprdutsandbeingsyblfredit,thegdbrandhasagdadvertisee

3、ntfrtheprdutandhelpttakeinalargerarket.iththeglbalizatinfrldeny,espeiallyithhinasentryinttherldtraderganizatin,reandrepepleinhinahaverealizedtheiprtanefgdbrandnaesandinternatinalbrandnaesinprtingsalesandultivatingarkets.itistherefrentnlyneessarybutalsurgenttstudynbrandnaesandthebrandtranslatinupgrad

4、etanelevel.theainbstalefbrandtranslatinisthedifferentultures.theulturaldifferenesarerepresentedbythefrsflanguage.duetthefatthatbrandsareainlydesribedbylanguage,therearesediffiultiesinthebrandtranslatin.then,inthispaper,apartfrsegeneralknledgeabutbrands,theulturaldifferenesbeteenenglishandhinesebrand

5、sareshnandseistranslatinsaregiven.hatisre,inrdertavidtheulturalnflitsintranslatin,senskills(inludingtransliteratin,seantitranslatinandtrans-seantitranslatin)andsereativeskills(effetivenesstranslatin,haratertranslatin,apprxiatintranslatinandeleganetranslatin)areprvided.andattheendfthepaper,segeneralp

6、riniplesfbrandtranslatinaregivenfragdbrandtranslatin.【keyrds】brands;ulturedifferenes;translatin;skills【摘要】商标是商品和商业效劳的标记它是指商品消费者、经营者、效劳提供者为了使自己消费、销售的商品或提供的效劳,在市场上与其他商品或效劳相区别而使用的一种标记。这种标记一般用文字、图形或用文字和图形的组合表示,并置于商品或商品包装上、效劳场所或效劳说明书上.商标名称的好坏具有战略性的重要作用，甚至会决定产品的存亡。一个好的品牌名称在产品的营销过程中可以节省大量资金，同时为企业赢得更多的利润,因为

7、它能表达特定的含意或者展现产品的特色，使产品区别于竞争对手.商标不同于其他标志,它与商品和商业效劳严密相联,是用在商品消费经营和商业效劳领域内的特定标记。通过商标可以区别不同商品消费者、经营者或商业效劳提供者的商品或效劳.可以理解产品或效劳的性质和特点.好的商标是具有信誉度的,具有为商品做广告宣传的作用,正因为如此,好的商标又可以刺激消费,进步商品的市场占有率.伴随着经济的全球化和中国参加世贸组织，人们越来越多的意识到：在产品销售过程中，好的商标名称以及国际化的商标名称发挥着重要作用。研究商标名称是一项必要而且紧迫的任务.商标的翻译也提升到一个新的高度.商标翻译中最主要的障碍就是语言的不同,以

8、及由于不同的地区,不同的语言,不同的背景所带来的文化的差异.这种差异通过语言表如今商标的翻译与表述之上,使得商标翻译具有一定的难度.就此,本文在对商标根本认识的根底之上,重点说明了商标翻译中常出现的文化差异现象,及无视文化差异的商标失译例子.并就此,拟出一些防止文化冲突的商标翻译方法,包括最常用的音译法,意译法,音意兼译法和一些个人的独到的方法-效果翻译法,性质翻译法,似等翻译法及联想求雅翻译法.同时,简要地归纳一些商标翻译中应遵循的规那么.从而为得到更好地商标翻译而效劳.【关键词】商标；文化差异；翻译；技巧1.intrdutin:thesignifianefbrands1.1definiti

9、nfbrandsabrandisshnbyanae,ard,asign,asybl,herrds,thebrandistreatedasthesyblftheatualprdut.itisasynthesisfalltheseeleents:physial,aestheti,ratinalandetinalandultural,hihisapereptin

10、reatedintheindfnsuershasribebeliefsandvaluesttheprdut.brandsareprintednthesurfaesftheprduts,pakagesanddiretins,andhangedinpubliplaes.brandshavethefllingthreeharaters:firstfall,brandisaarkhihislselynernedithaertainprdutrservie.brand,beingdifferentfrarts,isusedasaspeialarkinthefieldfthesupplyingandper

11、atingfprdutsrservies,.send,brandhastheharaterfdistinguishingneprdutrserviefrantherandisdifferentfrasignhihshsthequantityandqualityftheprdutrservie.third,brandhasapartiularfeature:itiseasytbereadrunderstdbyreadingtherd,sign,sybl,designrthebinatinfthe.1p1161.2funtinsfbrands2p59asthedevelpentfeny,brand

12、aybeakindfenisyblrethanaarkftheprdutrservie.bandplaysaniprtantrleinthetrading,anditssignifianeisrealizedbyanypanies.brandshavefivefuntinsasflls:1.2.1distinguishablebeingdities,differentprdutsrserviesfthesaeharaterhavedifferentquantities，qualitiesandservies.brandsarelikethefaesftheprduts.itisntdiffiu

13、lttseethatdifferentbrandshavethesaefuntintdistinguishnekindfprdutsrserviesfrantherkind,justasthefuntinfpersnsnaes.hever,brandsanduhbetterthanpersnsnaesand.beausebrandsarethesignaturesfprdutsrserviesandnnefthearerepeated.thatistsay,henthensuersreadabrandinastrerapubliplae,theyaneasilyandquiklyjudgeha

14、tkindfprdutrserviethebrandisrelatedt.andbrandshelpthensuerstbeaarefthedifferenesbeteenaertainprdutandtherprdutsraservieandtherserviesfthesaekindandreeberthe.generallyspeaking,nsuersuldseldrneverakeaistakethsetheprdutrserviehattheyantbyreadingthebrands,justastheyneverakeaistaketallutsebdybyallingthep

15、ersnsnae.1.2.2infrativefuntinsinebrandsarethearksfprdutsrservies,herrds,brandsanrefletthetraitsfprdutsrservies.stbrands,natterpitrialrrdbrands,prvideinfratinnerningprdutsrservies,suhastheplaefprdutin,theaterialusedfrtheprdut,thefuntinftheprduts,thenaeftheprdueret.frexap

16、le,“a-laisbasedntheprdutsriginalnstituentsextratedfr“laleavesandfrthe“lanut.“康泰克eansrestringthehealthfthepatient.“rlls-ryeindiatesthefundersfthisarpany,“harlesrllsand“henryrye.1.2.3syblfreditbrandhasaredit.aseallkn,hennsuersfirstbuyaprdutrenjyaservie,theyusuallyakeareditarhiveintheirindsfriteitherns

17、iuslyrunnsiusly.sinebrandsstandfrthenaesfprdutsrservies,hihandistinguishprdutsrserviesfrnekindtanther,nsuersareeasiertreeberthebrandsthantreebertheprduts.thennsuersalaystransferthereditfprdutsrserviesttheirnaesbrands.therefrebrandsatuallygetthereditshiharennetediththequantityandqualityfprdutsrservie

18、s.1.2.4stiulatingnsuptinvariusiagesandnaesasellasvariusrelatedfatrs,suhasthestyleandthelrfalligraphynthepakageadptedbybrandshaveasuhstiulatinginfluenennsuerspurhasingdesireasthesialstatus,ulturalbakgrund,deflifeandlivingenvirnentfthensuersdttheusters.brandsdesignerstrytakethesebrandsassartaspssiblea

19、ndasuniqueaspssible.generallyspeaking,brandshavetheativeinfluenenthestiulatinfthensuptin.ardingttheinvestigatin,stnsuershsetheditiesardingtthebrandstheyarefailiarith.hildrenhsetheditiesardingtthelrfuldesignsnthepakage.pakagesithgaily-lredartnfiguresaresteledbytheyungnsuers.ststuebrandshaverantinntat

20、injustbeausethedesignershaveasteredyungladiesranti-pursuingpsyhlgy.frexaple,“auraurthebrandfakindfperfue.“ilflay“thebrandfaertainativehydratingltin.theartilesnaedafterthenaesffauspersnsanalsstiulatethensuptinbeausensuersrshiptheandhavethepsyhlgyfiitatingthe.frexaple,sprtsear,“li-ning,iseledbysprtsfa

21、ns.1.2.5prvidingprtetinbylathebrandistheexhaustlesstreasurefanenterprise,espeiallythsefausbrands.itanntbedeniedthatsedealersrbusinessesusethebrandsfthersunlafully.underthisirustane,theregisteredbrandsanbtainprtetinbylafrtheprdutsrserviesandalsfrtheprduerrtheprviderningthisbrand.2.ulturaldifferenesth

22、eeasternersandtheesternliveinindifferentpartsftheearth.thatakestheunavidablethavethedifferentaterialnditins,thinkingpatternsandatins.therefre,thehineseandtheesternershavedifferentultures,aysflife,traditinalhabits,histrialstriesandplitialandenialsystesandsn.frlanguageisatltdesribeallfthese,hineseande

23、nglishspeakershavedifferenesinaysfexpressinandlinguistiultures.thesaeistrueiththehinesebrandsandenglishnes,then,itisneessarytpayattentinttheulturaldifferenes.therise,anyflishnessesandunneessarytrublesayeasduepunishents.thefllingareseainexaplesfulturenflitsinbrandtranslatins.2.1differenesinliteralean

24、ingquiteften,eayfindthatsehineserdsithbestishesarebeyndtheprehensinftheenglishpeple,rhavejusttheppsiteeaninginenglish,andvieversa.frexaple,nekindfexprtinglipstikhihisadeinhina,isnaed“芳芳“fangfang.inhina,thisisagdnaehihgivespepleanieipressin.therd“芳,areusuallyusedtdesribetheflershiharebeautifulandhari

25、ng,andthegirlshareprettyandelegant.hinesehaveanytherphrasesntainingtherd“芳,suhas“芳容gd-lking,“芳芳(beauty,fragrant),“芳香(gd-sell)andsn.henitistranslatedintenglishjustardingtthehinesepinyin,itis“fangfang.hever,insteadfprettyandbeautifulipressin,afeelingfhrrrraisesupintheenglishreadersinds.beauseitisainid

26、enethatthepinyin“fangjustisanenglishrd“fang,hseenglisheaningareasfll:lngsharptth,espfdgsandlves,长而尖的牙尤其指狗和狼的snakestthithitinjetspisn(蛇的毒牙).3p524then,itiseasytiagethathentheenglishspeakersreadthisrd,adgrlfiththelngsharpteeth,rasnakeayeutinsteadfaprettygirlhjustusesthislipstik.4p80andnereexaple.“蓝天“la

27、ngtianisabrandfnekindftthpasteadeinhina.itisveryppularinhinaandinthesutheastfasia.butitfailsinaeriaarket.hy?thetranslatinisthekeyfallreasns.thebrand“蓝天istranslatedint“blueskyand“blueheaven.inhinese,theblueskyandthehiteludsarethesyblsfhappinessandelegane.butinenglishblueskyisardhseeaningare:useless,i

28、thlessvalue,nsteadyandaninvalidnegtiableseurities.suppsingthatyuareansuer,anyubuythis“uselessdity?besides,antherrd“blueheavenisanaefnekindfnartis,ithablueapsule,andhasexistedintheesternuntriesfralngtiebefretheingf“蓝天.then,hentheesternersreadthenaefblueheaven,theystlytakeitasthenartis.s,dtheydaretbuy

29、it?5p952.2differenesinnntatindifferentlandsandulturesbeteeneastandestakespeplehavedifferentthinkingpatterns.frinstane,nekindfperfuedsapfrbathisnaed“蜜蜂(“ifeng)inhinese.aybetheprduerantsttellthensuersthatsapisperfuedandnsistsfanyspies,hiharegtteniththebeeshelpflletingthefrillinsfflers.butthisipliatini

30、sbeyndtheunderstandingftheenglishpeple.englishspeakersdntlikethisnae,beausetheythinkthatnthebdyfthebeethereareanyinvisiblefinehairsandthatayakethefeelunfrtable.sfeareillingtbuythissap.and“蝙蝠(“bianfupinyin)isasyblflukandhappiness.itisppulariththehinesepeple,fr“蝠(“fu)and“福(happiness)arehnyyinhinese.“蝙

31、蝠isagdbrandfrtheprdutsuhasglasses.hever,thingsaredifferentinenglish.thenhatuldenglishspeakersthink?theythinkthatthe“batisablinduglyandfiereanialhihfliesnlyatnight,heest,batstandsfrdeath,andifabatesintyurhusebyaident,thataybeanillenfryu.andtheenglishpepleusuallypar

32、eanldbattanldblindanduglyan.therefre,hantheesternpepleearthe“batglassesiththisthught?6p96hereisnereexaple.thehinesepepletaketheagpieasalukybirdhihbringspeplegdnes,asasayingges:ifthereisaagpiestandinginthetipandsinging,agdnesille.inhina,every7thjulyinthelunaralendar,hentheherd-byandtheeaving-girlares

33、uppsedteet,theagpiesuldgatherasabridgethelpthe.furse,inhinese,“喜鹊(agpie)isagdnaefrtheradiandaustiinstallatins.hever,intheesternuntries,pepledntthinks.theythinkthataagpieisabirdhihishistlingdayandnight,akingnisesandbringingthejunksintthenestle.andthenaagpieisusuallyparedtapersnhtreasuresthseuselessth

34、ingsiththeleastintentintthrtheaayandapersnhhattersithutstpping.seen,hillbeillingtbringtheniseakerinthuseinsteadfavidingthe?7p952.3differenesinusagesserds,hihriginatedinhinese，arefrequentlyspkenandrittenbytheenglishpeple,hever,theyareseldusedintheirliteraleaning.then,eshuldalsbearefulabuttheinabrandt

35、ranslatin,relse,ituldleadtajke.frinstane,nekindfexprtingbatteryisnaed“白象“baixiang.itistranslatedintenglishdiretlyas“hiteelephant.itaybeanexatlyrighttranslatin.but,inenglish,“ahiteelephantisausage,eaningaburdensepssessin(沉重的负担)anduselessthings.(无用而负担的东西).see,hillbesflishtspendtheneynaburdensepssessin

36、rauselessrubbish?8p80nereexapletillustratethispint.“白翎(“bailig),nekindfpenadeinshanghaihina,istranslatedintenglishas“hitefeatherdiretly.asaresult,itfailsttakeinthearketversea.hatisthereasn？inenglish,thereisanidi“tshthehitefeatherhseeaningisthatdesertingntheevefabattle.thatistsay,ahitefeatherhasthenn

37、tatin“aard.assuingthathenseneseesapeninyursuitpketrinyurhand,hatuldtheythinkfyu?hatuldyufeelhenyurealizethattheythinkyuareaard?9p563.skillsttranslatebrandsintheperspetivefrss-ulturaluniatin.nthattherearesedifferenesbeteenhineseandenglish,eshuldpayattentinttheandntietheulturenflitsbeteenthesetlanguag

38、es.eshuldbeulture-nsiusandtrytredueravidakingistakesinrss-ulturaluniatin.thefllingdisussesseskillsftranslatingbrandsinarss-ulturaluniatinperspetive.3.1nskillshenitestbrandtranslatin,thenskillsaretransliteratin,seantitranslatinandtrans-seantitranslatin.3.1.1transliteratintransliteratinistheaybyhihthe

39、brandistranslatedardingttheprnuniatinfthesurelanguage.thetranslatrspikuprdsinthetargetlanguageiththesaeprnuniatinasthseinthesurelanguage.thepurpsefsuhanapprahistplyiththelinguistirulesandtnveythesurelanguageulture.anybrandsaretranslatedbythisay.thefirstandthestsuessfulexapleftransliteratinisanaerian

40、beveragea-la.thebrandnaefthiskindfblakbeverageisfredbytrds“a“and“la“.“a“astranslatedint“古柯hihisaplantgringinsuthaeria,andlaastranslatedint古拉hihisantherkindfplantgringinafria.n,itistranslatedint可口可乐,hihakesthensuersfeelseetandhappy.siilarexaplesare“pepsi-la(百事可乐)and“latv(乐口福).therexaplesare:thefausja

41、paneseeletrniprdutbrand“nkia(诺基亚)，thelargestfastfdbrand“dnalds(麦当劳)，andthesuitbrand“pierreardin(皮尔卡丹)andsn.3.1.2seantitranslatinseantitranslatinistheaybyhihthebrandistranslatedardingttheeaningfthesurelanguage.thepurpsefsuhanapprahisttransferthesurelanguagesaineaningandakethensuersfthetargetlanguageu

42、nderstanditreeasier.nubersfbrandsaretranslatedbythisay.frinstane,ahineseeletrniprdutbrand“熊猫isrenderedintenglish“panda;theppulararbrand“rninthinesenae“皇冠andthehinesebiylebrand“永久intenglishnae“freverandsn.3.1.3trans-seantitranslatintrans-seantitranslatin,biningithtransliteratinandseantitranslatin,isa

43、highskillhihrequestsafirbasisandprfuseiaginatin.takingtheprnuniatinandtheeaningfthesurelanguageintnsideratinatthesaetie,trans-seantiisatranslatinskillrefletingthetraitsfprduts.itisthebestskillhavingthebesteffetttranslatethebrandsfnprduts.frexaple,ashesbrand“arriristranslatedint“回力.ithasasiilarprnuni

44、atintenglishrd“arrirand,inhinese,alshasaeanfhavingalargepertdanything.10p50andnereexaple,thethreeharaters“芬格欣indiatenthing,butanghih,“芬and“欣illarusepersnsbenefiialassiatintfeelthatitillbringpeplebakthealthaftertakingthiskindfediine,.antherskin-prtetinreaing“tbadyistranslatedinthinese“丹芭碧hihhasnthing

45、tdiththeprpertyfdity,but“丹and“碧illgivepepleabeautifulenjyent,arusingtheirassiatinithskinandappearane.besides,therearesetherreativeskillsttranslatethebrands.infat,translatrshavererlesseplyedtheseskills.aprbleisthattheysetiesdntrealizeit.3.2effetivenesstranslatineffetivenesstranslatin,justasitsnaeshs,

46、isaaythatthebrandistranslatedbytheeffetivenesshihthensuersaygetrishtgetfrthisprdut.frexaple,nekindfshapisnaed“headshulder.justasitsadvertiseentsays,ithastheeffetfsthingthehair.byusingit,yuayhaveaheadfulfsilkyhairflyingintheair,blakandblight.thus,itistranslatedinthinese“海飞丝.“rejieisantherbrandfshap.f

47、rtherd“rejie,eanknitseaningishappy.ifitistranslatedbytheskillfseantitranslatin,theresultisntasgdas.translatingitinthinese“飘柔.byreadingthisnae,itiseasytknthatthedityisnekindfshap,hihhastheeffetivenessfakinghairsftandsth,hihnfrstthethinkingfhinesepepleabutthehairbeautifulandhealthyhairshuldbesftandsth

48、frever,.nereinstane.nekindfsap,itsenglishnaeis“safeguard.ardingttherd“safeguard,itisntdiffiulttknitisaleaner,hsedutyistkeeppeplelean.thatistsay,ifyuuseit,thereisnvirusithyu.hatsre,yuaygetabestfeelingfkeepingleanfrever.thus,inthisay,thereisnnaebetterthan“舒适佳.11p793.3haratertranslatinduetthefatthatbra

49、ndsarethesyblsfprdutsrserviesandreflettheharatersfprdutsrservies,peplejustpikuptherdshihandesribetheharatersfprdutsrserviesdiretlyinthetargetlanguagettranslatethebrands,“benzhasbeeninatpfralngtieinthefieldfarsithaspeialandsuperirqualityfast,hihishatallthedriversant.“奔驰isagdtranslatint“benz.henpepler

50、eadit,afastrunninghrseayeuptyu.sthenae“奔驰ayjusttellyu:“lk!thisisbenz!.12p79letsetantherbrand“nike.“nikeisabrandfraseriesfsprtsprduts,beingfausinaeriaandevenallvertherld.itisalsthenaefgddessfsuessinthegreekythlgy,syblizingsuess.hileetranslateitinthinesenae“耐克,itipliesthatthisseriesfsprtsprdutshasthet

51、raitfgdqualityandaredurable.ifyueartheyuightgettheblessfgddessfsuessanduldgetsuessinthefuture.3.4apprxiatintranslatinbeauseftheexistenefulturaldifferenesineastandest,thereisaphenennthatserdsinsurelanguagehavetheeffettgivetheinfratinfprduts,butinthetargetlanguage,theyhavent.theninrdertpassvertheinfra

52、tinfbrandsandprdutsbetter,epikuptherdshavingtheequalrapprxiateeffetinthetargetlanguageintranslatingbrands.thisisalledapprxiatintranslatin.“玉兔isafdbrandinshanghaihina.ifetranslateitintenglishdiretly,itaybe“jadeharer“jaderabbit.butinfat,etranslateitint“nrabbitr“nhare.beause“玉兔(“yutu)isarabbitinhinesef

53、lkstryhihlivesnthenasanangelrabbit.thatistherd“玉eans.thus“玉兔beesthesyblfrthen.henitistranslatedintenglishnae“nhare,therd“ngivestheipliedeaning,ratherthantherd“jade,hihisisleading:hatase,hanitbeeaten?13p119nereexaple,“estindhasdifferentulturalassiatinsbeteenhineseandenglish.bri

54、tishisauntyithislandsttheestfeurpe.itsestistheatlantiean,theeastisthenrthsea,andtheenglishhannelisbeteenitandeurpeanntinentinthesuth.hilehinaisauntryinthesutheastfasia.hentheestindisblingup,aarspringdayesinbritish.hever,inhina,itisafreezinginterday.thegreatenglishpetpbshelleyrtethepethedettheestind:

55、itsaarind,theestind,fullfbirdsriesineverheartheestindbuttearsinyeyesfritesfrtheestlands,theldbrnhillsinthispe,authrspeakshighlyftheestindandtakesitasthehpeandstrength.nevertheless,inhinese,estindisnsideredasthedrearyanddeslatesuhasthehinesepes:?忆秦娥?“咸阳古道音尘绝，音尘绝，西风残照，汉家陵阕。and?天净沙秋思?“古道西风瘦马，夕阳西下，断肠人在天

56、涯。thus,theenglishestindhasthesaeipliatinasthehineseeastind“东风andtheenglisheastindissiilarthinese“西风.thatshyeshuldtranslatethearbrand“东风intenglishestindratherthaneastind.14p1023.5eleganetranslatineleganetranslatinisatranslatinskillinhih,realizingthathuanbeingstendtpursuesethinggd,thetranslatrsinglesu

57、trdsithfinenntatinsinthetargetlanguagetnveytheessagefthesuretext,sthatitbringsgdassiatinstthetargetreadersandreateseleganteffet.nekindffealesetis,naedavnistranslatedinthinese雅芳.雅(ya)eanselegantand芳(fang)eansasbeautifulasafler.thenhenpeplereadtherds“雅芳，theyaygetanassiatinithanelegantandprettygirlsuha

58、neffetfhavinghiteandbeautifulshinishatthisprdutanbring.15p80antherlthesbrand“gldlin,isnttranslatedinthinesediretly金狮.beause,inhinese,狮(lin)hasthesiilarprnuniatint失lse.ifitistranslatesint“金狮，itbeesthehinese金失hiheanstlsetheney.then,nbdyuldaeptit.henitistranslatedinthinese金利来,iteanstheingfbthgdlukandne

59、y.furse,itisppular.16p2073.6translatingflexiblyinrdertgetthebesteffet,eayusetrreaysttranslatethebrand.thatakestranslatinreflexible.frtheexaplesabve,itisntdiffiulttntiethatsebrandtranslatinshaveusedtrreethds,suhas“奔驰usingtheskillsfseantitranslatinandharatertranslatin.nesin-aeriajintventureprduesnekin

60、dfarnaedtransit.henitistranslated,thedriversishestdrivesafelyandsthlyarensidered,andardingttheprnuniatinitistranslatedinthinese全顺.thisusestheskillsftransliteratinandeleganttranslatin.4segeneralpriniplesinbrandtranslatiniththedevelpentfthefreigntrade,theiprtanefbrandshasbeenrealizedbyreandrepeple.bra