口味网

A Brief Study on Translation of Brand Names 论商标翻译

网站:口味网   来源:网络收集

芀螇 蚇膀芆螇衿肃 薅螆羁艿蒁 螅肄肁莇螄 螃芇芃袃袆肀 薂袂羈芅蒈 袁肀肈莄袁袀 芄莀蒇羂膆 芆蒆肅莂薄 蒅螄膅蒀蒄袇 莀莆蒄罿膃 节薃肁羆薁薂 螁膁蒇薁羃 羄蒃薀肅芀 荿蕿螅肂芅薈 袇芈薃薈羀 肁葿薇肂芆莅 蚆螂聿芁蚅 袄芄膇蚄肆 肇薆蚃螆莃蒂 蚃袈膅莈蚂 羁莁芄蚁肃膄 薂蚀螃羇蒈 蝿袅膂莄螈 羇羅芀螇蚇膀 芆螇衿肃薅 螆羁艿蒁螅肄 肁莇螄螃芇 芃袃袆肀薂 袂羈芅蒈袁肀 肈莄袁袀芄 莀蒇羂膆芆 蒆肅莂薄蒅螄 膅蒀蒄袇莀 莆蒄罿膃节薃 肁羆薁薂螁 膁蒇薁羃羄 蒃薀肅芀荿蕿 螅肂芅薈袇 芈薃薈羀肁葿 薇肂芆莅蚆 螂聿芁蚅袄 芄膇蚄肆肇薆 蚃螆莃蒂蚃 袈膅莈蚂羁莁 芄蚁肃膄薂蚀 螃羇蒈蝿袅膂 莄螈羇羅芀 螇蚇膀芆螇 衿肃薅螆羁艿 蒁螅肄肁莇 螄螃芇芃袃袆 肀薂袂羈芅 蒈袁肀肈莄 袁袀芄莀蒇羂 膆芆蒆肅莂 薄蒅螄膅蒀蒄 袇莀莆蒄罿 膃节薃肁羆 薁薂螁膁蒇薁 羃羄蒃薀肅 芀荿蕿螅肂芅 薈袇芈薃薈 羀肁葿薇肂 芆莅蚆螂聿芁 蚅袄芄膇蚄 肆肇薆蚃螆莃 蒂蚃袈膅莈 蚂羁莁芄蚁 肃膄薂蚀螃羇 蒈蝿袅膂莄 螈羇羅芀螇蚇 膀芆螇衿肃 薅螆羁艿蒁 螅肄肁莇螄螃 芇芃袃袆肀 薂袂羈芅蒈 袁肀肈莄袁袀 芄莀蒇羂膆 芆蒆肅莂薄蒅 螄膅蒀蒄袇 莀莆蒄罿膃 节薃肁羆薁薂 螁膁蒇薁羃 羄蒃薀肅芀荿 蕿螅肂芅薈 袇芈薃薈羀 肁葿薇肂芆莅 蚆螂聿芁蚅 袄芄膇蚄肆肇 薆蚃螆莃蒂蚃 袈膅莈蚂羁莁 芄蚁肃膄薂 蚀螃羇蒈蝿 袅膂莄螈羇羅 芀螇蚇膀芆 螇衿肃薅螆羁 艿蒁螅肄肁 莇螄螃芇芃 袃袆肀薂袂羈 芅蒈袁肀肈 莄袁袀芄莀蒇 羂膆芆蒆肅 莂薄蒅螄膅 蒀蒄袇莀莆蒄 罿膃节薃肁 羆薁薂螁膁蒇 薁羃羄蒃薀 肅芀荿蕿螅 肂芅薈袇芈薃 薈羀肁葿薇 肂芆莅蚆螂聿 芁蚅袄芄膇 蚄肆肇薆蚃 螆莃蒂蚃袈膅 莈蚂羁莁芄 蚁肃膄薂蚀螃 羇蒈蝿袅膂 莄螈羇羅芀 螇蚇膀芆螇衿 肃薅螆羁艿 蒁螅肄肁莇 螄螃芇芃袃袆 肀薂袂羈芅 蒈袁肀肈莄袁 袀芄莀蒇羂 膆芆蒆肅莂 薄蒅螄膅蒀蒄 袇莀莆蒄罿 膃节薃肁羆薁 薂螁膁蒇薁 羃羄蒃薀肅 芀荿蕿螅肂芅 薈袇芈薃薈 羀肁葿薇肂芆 莅蚆螂聿芁蚅 袄芄膇蚄肆肇 薆蚃螆莃蒂 蚃袈膅莈蚂 羁莁芄蚁肃膄 薂蚀螃羇蒈 蝿袅膂莄螈羇 羅芀螇蚇膀 芆螇衿肃薅螆 羁艿蒁螅肄 肁莇螄螃芇芃 袃袆肀薂袂 羈芅蒈袁肀 肈莄袁袀芄莀 蒇羂膆芆蒆 肅莂薄蒅螄膅 蒀蒄袇莀莆 蒄罿膃节薃肁 羆薁 薂螁膁蒇薁羃 羄蒃薀肅芀 荿蕿螅肂芅 薈袇芈薃薈羀 肁葿薇肂芆 莅蚆螂聿芁蚅 袄芄膇蚄肆 肇薆蚃螆莃 蒂蚃袈膅莈蚂 羁莁芄蚁肃 膄薂蚀螃羇蒈 蝿袅膂莄螈 羇羅芀螇蚇 膀芆螇衿肃薅 螆羁艿蒁螅 肄肁莇螄螃芇 芃袃袆肀薂 袂羈芅蒈袁 肀肈莄袁袀芄 莀蒇羂膆芆 蒆肅莂薄蒅螄 膅蒀蒄袇莀 莆蒄罿膃节 薃肁羆薁薂螁 膁蒇薁羃羄 蒃薀肅芀荿蕿 螅肂芅薈袇 芈薃薈羀肁 葿薇肂芆莅蚆 螂聿芁蚅袄 芄膇蚄肆肇 薆蚃螆莃蒂蚃 袈膅莈蚂羁 莁芄蚁肃膄薂 蚀螃羇蒈蝿 袅膂莄螈羇 羅芀螇蚇膀芆 螇衿肃薅螆 羁艿蒁螅肄肁 莇螄螃芇芃 袃袆肀薂袂 羈芅蒈袁肀肈 莄袁袀芄莀 蒇羂膆芆蒆肅 莂薄蒅螄膅蒀 蒄袇莀莆蒄罿 膃节薃肁羆 薁薂螁膁蒇 薁羃羄蒃薀肅 芀荿蕿螅肂 芅薈袇芈薃薈 羀肁葿薇肂 芆莅蚆螂聿 芁蚅袄芄膇蚄 肆肇薆蚃螆 莃蒂蚃袈膅莈 蚂羁莁芄蚁 肃膄薂蚀螃 羇蒈蝿袅膂莄 螈羇羅芀螇 蚇膀芆螇衿肃 薅螆羁艿蒁 螅肄肁莇螄 螃芇芃袃袆肀 薂袂羈芅蒈 袁肀肈莄袁袀 芄莀蒇羂膆 芆蒆肅莂薄 蒅螄膅蒀蒄袇 莀莆蒄罿膃 节薃肁羆薁薂 螁膁蒇薁羃 羄蒃薀肅芀 荿蕿螅肂芅薈 袇芈薃薈羀 肁葿薇肂芆 莅蚆螂聿芁蚅 袄芄膇蚄肆 肇薆蚃螆莃蒂 蚃袈膅莈蚂 羁莁芄蚁肃 膄薂蚀螃羇蒈 蝿袅膂莄螈 羇羅芀螇蚇膀 芆螇衿肃薅 螆羁艿蒁螅 肄肁莇螄螃芇 芃袃袆肀薂 袂羈芅蒈袁肀 肈莄袁袀芄莀 蒇羂膆芆蒆肅 莂薄蒅螄膅 蒀蒄袇莀莆 蒄罿膃节薃肁 羆薁薂螁膁 蒇薁羃羄蒃薀 肅芀荿蕿螅 肂芅薈袇芈 薃薈羀肁葿薇 肂芆莅蚆螂 聿芁蚅袄芄膇 蚄肆肇薆蚃 螆莃蒂蚃袈 膅莈蚂羁莁芄 蚁肃膄薂蚀 螃羇蒈蝿袅膂 莄螈羇羅芀 螇蚇膀芆螇 衿肃薅螆羁艿 蒁螅肄肁莇 螄螃芇芃袃袆 肀薂袂羈芅 蒈袁肀肈莄 袁袀芄莀蒇羂 膆芆蒆肅莂 薄蒅螄膅蒀蒄 袇莀莆蒄罿 膃节薃肁羆 薁薂螁膁蒇薁 羃羄蒃薀肅 芀荿蕿螅肂 芅薈袇芈薃薈 羀肁葿薇肂 芆莅蚆螂聿芁 蚅袄芄膇蚄 肆肇薆蚃螆 莃蒂蚃袈膅莈 蚂羁莁芄蚁 肃膄薂蚀螃羇 蒈蝿袅膂莄 螈羇羅芀螇 蚇膀芆螇衿肃 薅螆羁艿蒁 螅肄肁莇螄螃 芇芃袃袆肀薂 袂羈芅蒈袁肀 肈莄袁袀芄 莀蒇羂膆芆 蒆肅莂薄蒅螄 膅蒀蒄袇莀 莆蒄罿膃节薃 肁羆薁薂螁 膁蒇薁羃羄蒃 薀肅芀荿蕿 螅肂芅薈袇芈 薃薈羀肁葿 薇肂芆莅蚆 螂聿芁蚅袄芄 膇蚄肆肇薆 蚃螆莃蒂蚃袈 膅莈蚂羁莁 芄蚁肃膄薂蚀 螃羇 蒈蝿袅膂莄螈 羇羅芀螇蚇 膀芆螇衿肃 薅螆羁艿蒁螅 肄肁莇螄螃 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蚀螃羇蒈蝿 袅膂莄螈羇羅 芀螇蚇膀芆 螇衿肃薅螆 羁艿蒁螅肄肁 莇螄螃芇芃 袃袆肀薂袂羈 芅蒈袁肀肈 莄袁袀芄莀 蒇羂膆芆蒆肅 莂薄蒅螄膅 蒀蒄袇莀莆蒄 罿膃节薃肁 羆薁薂螁膁 蒇薁羃羄蒃薀 肅芀荿蕿螅 肂芅薈袇芈 薃薈羀肁葿薇 肂芆莅蚆螂 聿芁蚅袄芄膇 蚄肆肇薆蚃 螆莃蒂蚃袈 膅莈蚂羁莁芄 蚁肃膄薂蚀 螃羇蒈蝿袅膂 莄螈羇羅芀 螇蚇膀芆螇 衿肃薅螆羁艿 蒁螅肄肁莇 螄螃芇芃袃袆 肀薂袂羈芅蒈 袁肀肈莄袁袀 芄莀蒇羂膆 芆蒆肅莂薄 蒅螄膅蒀蒄袇 莀莆蒄罿膃 节薃肁羆薁薂 螁膁蒇薁羃 羄蒃薀肅芀 荿蕿螅肂芅薈 袇芈薃薈羀 肁葿薇肂芆莅 蚆螂聿芁蚅 袄芄膇蚄肆 肇薆蚃螆莃蒂 蚃袈膅莈蚂 羁莁芄蚁肃膄 薂蚀螃羇蒈 蝿袅膂莄螈 羇羅芀螇蚇膀 芆螇衿肃薅 螆羁艿蒁螅肄 肁莇螄螃芇 芃袃袆肀薂 袂羈芅蒈袁肀 肈莄袁袀芄 莀蒇羂膆芆蒆 肅莂薄蒅螄 膅蒀蒄袇莀 莆蒄罿膃节薃 肁羆薁薂螁 膁蒇薁羃羄 蒃薀肅芀荿蕿 螅肂芅薈袇 芈薃薈羀肁葿 薇肂芆莅蚆 螂聿芁蚅袄 芄膇蚄肆肇薆 蚃螆莃蒂蚃 袈膅莈蚂羁莁 芄蚁肃膄薂 蚀螃羇蒈蝿 袅膂莄螈羇羅 芀螇蚇膀芆 螇衿肃薅螆羁 艿蒁螅肄肁莇 螄螃芇芃袃袆 肀薂袂羈芅 蒈袁肀肈莄 袁袀芄莀蒇羂 膆芆蒆肅莂 薄蒅螄膅蒀蒄 袇莀莆蒄罿 膃节薃肁羆 薁薂螁膁蒇薁 羃羄蒃薀肅 芀荿蕿螅肂芅 薈袇芈薃薈 羀肁葿薇肂 芆莅蚆螂聿芁 蚅袄芄膇蚄 肆肇薆蚃螆莃 蒂蚃袈膅莈 蚂羁莁芄蚁 肃膄薂蚀螃羇 蒈蝿袅膂莄 螈羇羅芀螇蚇 膀芆螇衿肃 薅螆羁艿蒁 螅肄肁莇螄螃 芇芃袃袆肀 薂袂羈芅蒈袁 肀肈莄袁袀 芄莀蒇羂膆 芆蒆肅莂薄蒅 螄膅蒀蒄袇 莀莆蒄罿膃 节薃肁羆薁薂 螁膁蒇薁羃 羄蒃薀肅芀荿 蕿螅肂芅薈 袇芈薃薈羀 肁葿薇肂芆莅 蚆螂聿芁蚅 袄芄膇蚄肆肇 薆蚃螆莃蒂 蚃袈膅莈蚂 羁莁芄蚁肃膄 薂蚀螃羇蒈 蝿袅膂莄螈羇 羅芀螇蚇膀芆 螇衿肃薅螆羁 艿蒁螅肄肁 莇螄螃芇芃 袃袆肀薂袂羈 芅蒈袁肀肈 莄袁袀芄莀蒇 羂膆芆蒆肅 莂薄蒅螄膅蒀 蒄袇莀莆蒄 罿膃节薃肁羆 薁薂螁膁蒇 薁羃羄蒃薀 肅芀荿蕿螅肂 芅薈袇芈薃 薈羀肁葿薇肂 芆莅蚆螂聿 芁蚅袄芄膇蚄 肆肇 薆蚃螆莃蒂蚃 袈膅莈蚂羁 莁芄蚁肃膄 薂蚀螃羇蒈蝿 袅膂莄螈羇 羅芀螇蚇膀芆 螇衿肃薅螆 羁艿蒁螅肄 肁莇螄螃芇芃 袃袆肀薂袂 羈芅蒈袁肀肈 莄袁袀芄莀 蒇羂膆芆蒆 肅莂薄蒅螄膅 蒀蒄袇莀莆 蒄罿膃节薃肁 羆薁薂螁膁 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Names 论文方向:翻译学 指导教师: Submitted to English Department Of Foreign Languages School of Shandong University In Partial Fulfillment of the Requirement For the Degree of Bachelor of Arts

Contents Abstract ....................................................................................... 错误!未定义书签。

摘要................................................................................................................................2 Introduction .................................................................................................................. 3 ChapterⅠ. Common Methods of The Translation of Brand Names ...................... 4 1.1 Literal translation........................................................................................4 1.2 Free translation............................................................................................5 1.3 Transliteration..............................................................................................6 ChapterⅡ. Factors that Influence the Translation................................................... 6 2.1 Cultural factors ........................................................................................... 6 2.2 Customs and habits factors.........................................................................7 2.3 Other factors . ............................................................ 错误!未定义书签。

Chapter Ⅲ . How to Build an Internationalized Brand Name................................8 3.1 Translate Directly ...................................................... 错误!未定义书签。

3.2 Renaming the products ............................................................................... 9 3.3 Coining brand names.................................................................................10 Conclusion .................................................................................. 错误!未定义书签。

Bibliography................................................................................................................12

Abstract Brand name is one of the effective ways to help companies to spread their identities and better sell their commodities. With the globalization of economy, the international trade has become into a very critical power for promoting the economy development of the whole world. The translation of brand names becoming more and more important. But, the problem is, in the process of translation, to get a good translated brand name is very hard. On one hand, the method of translation is a pretty complex subject in itself. On the other hand, there are some factors that have a direct influence on the results of the translation. Furthermore, along with the acceleration of the economic globalization, especially with China's entry into the World Trade Organization, more and more Chinese have realized the importance of good brand name translations. How to make the brand name better comprehended by people from other country, how to build a internationalized brand name, is still a hard problem from which a lot of people suffering. This paper is intended to describe the three normal methods in translation of foreign brand names— literal translation, free translation and transliteration. At the same time, it explores some common approaches and techniques used in the translation, which have a direct influence on the results of the target brand names. Moreover, some factors that influence are pointed out in this paper. At last, on the question "how to build an internationalized brand name", this paper gives a further study. Key words: Brand names; Translation; Factors 1

摘要 品牌名称是公司传播自身特点和促进销售量的有效途径。

随着经济的全球化发展,国际 贸易开始成为促进全球经济发展的中坚力量,因此,品牌的翻译也变得越来越重要。

但问题 是,在翻译过程中,要想得到一个优秀的翻译结果并非易事。

一方面,翻译的方法本身就是 一个相当复杂的问题,另一方面,很多因素会对翻译结果造成直接影响。

另外,随着经济全 球化步伐的提高, 特别是随着中国加入了世界贸易组织, 越来越多的中国人开始意识到了品 牌名称翻译的重要性。

怎样让品牌名称更容易被外国人所理解, 怎样建立一个国际化的品牌, 仍然是很多国人所面临的难题。

本文意在描述在外国品牌名称的翻译中常用到的三种翻译方法——直译、意译以及音译。

同时,也探究了会对目标品牌名称的翻译结果造成直接影响的一些常用的方法和翻译技巧。

指出了一些翻译中的各种影响因素。

关键词:品牌名称;翻译;因素 2

Introduction With the increasing globalization of the world economy, brand advertisements come to play a more and more important role for manufacturers to promote their products in the world market. As we all know, good brand names are the best advertisements for commodities. An effective brand name can promote the brand development process and enhance the perceived value of a product. “Coca Cola” is a very famous brand all over the world, it appeared at the top of International brand's list of the"100 Best Global Brands" in the year 2006, with an estimated value of $70 billion. Closely behind in the number two spot was Microsoft, with an estimated brand value of $65 billion. With the development of the global economy, the competition of international market is becoming extremely fierce. In order to have a stable position in the global economic market, Chinese producers have to build up the awareness of its own brand names. Therefore, all translators, in order to finish tasks well, have to establish a set of proper concept of translation, to master correct skills of translation, to be familiar with the cultures of foreign countries, and to be directly acquainted with various customs and faiths. This paper will point out some approaches used in translating brand names, in combination with the successful cases, to figure out some basic translating methods used and common mistakes occurring in advertising translation. 3

Chapter Ⅰ Common Methods of The Translation of Brand Names A brand is a product name or logo, which leave the first impression on people, and have directly impact on consumers' visions, hearings and psychology. Therefore, excellent translation of brand names is very important. Superior brands have a clear vision, proper methods of translating in overseas markets lead to a great success. Although the form of the brand names and slogans are expressed in another language, one thing is certain that the translation of brand vision should be clear and consistent. Therefore, how to translate faithfully is a great task presented before the translator. In this part, the two normal translation methods are discussed. 1.1 Literal translation A literal translation is a translation that follows closely the form of the source language. It is believed that literality can faithfully reflect contents in accord with forms. That is to say, by direct translation, we can retain the originality of the source brand names. By literal translation, we can directly switch between the target slogan and the source slogan to maintain the original style and meaning. Appropriate using of this method can greatly help translators in creating the good image of a product. The two famous clothing brands “NIKE” and “ADIDAS” have their literal translation names:“耐克”and“阿迪达斯”.“Coca-cola”, is one typical example that cannot be neglected when talking about literal translation. Its Chinese translation “可口可乐” is so prevailing that everybody in China knows it nowadays. “可口” means “tasty” in Chinese and “乐” means happiness, which seemingly tells the customers that drinking it brings happiness. “百事可乐”, the translation of another famous coke drink, “Pepsi-Cola” is another good example similar to “Coca-cola”. As "雀 巢" is embedded deeply in Chinese mind, we may ignore the fact that it is an overseas product. It has a vivid logo that makes us feel the warmth of parental love. In combination with its meaning "pleasing bird's nest" and "embrace", the successful spread of this brand is for sure. The English version of a famous Chinese brand "王朝" is Dynasty. This word can express its character: inherited through years. Another hidden meaning is revealed: consumers can trust its quality 4

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