商标在中西文化中的翻译毕业论文.doc

the translation of brand names in chinese and western culturesthe translation of brand names in chinese and western cultures商标在中西文化中的翻译submitted by li minstudent number 0869020593supervised by huang yanqunschool of inter-cultural studies jiangxi normal universityapril, 2012 13contentsintroduction11 significance of brand names.11.1 definition of brand names.11.2 functions of brand names.21.2.1 informative function.21.2.2 unique function.21.2.3 symbolic function.32 cultural diffenrences between countries.32.1 differences in the ways of thinking.42.2 differences in aesthetic concepts and values.42.3 differences in cultural taboos.53 principles of brand names translation.63.1 beneficial association.63.2 aesthetic.63.3 functional equivalence.74 methods of brand names translation.74.1 transliteration method84.2 paraphrase method.94.3 combined translation.94.4 other methods.10conclusion11bibliography.12the translation of brand names in chinese and western culturesabstract:the brand name is a kind of special language symbol, which is concentrated on significant feature of the product. it is a core part of commodity culture, and a powerful weapon of the enterprises to participate in international competition. brand names translation is the same as the concept of semiotic translation, a processing from decoded to the encoded. but the brand names translation is not just a simple language conversion, which is the transplantation of two cultures, as a bridge between the east and west, linking culture, business, and goods with consumers closely. therefore, a successful translation of brand names play a significant role to open up international markets,to create corporate wealth. this paper, on the basis of a basic understanding of brand names, highlights the emergence of the cultural differences phenomenon in the brand names translation and the failure translation examples ignoring cultural differences.then briefly summarizes some principles should be followed in the brand names translation and lists some methods of brand names translation to avoid cultural conflict, including transliteration, paraphrase, combined translation and so on. key words: brand names translation; cultural difference; translation principle; translation method商标在中西文化中的翻译摘要：商标是一种特殊的语言符号,是商品显著特征的浓缩, 是商品文化的核心部分,是企业参与国际竞争的有力武器。商标的翻译符合符号学的翻译观,是由解码到编码的过程。但商标翻译不仅仅只是简单的语言转换，它是两种文化的移植，如同一座桥梁，把东方与西方文化、企业、商品与消费者紧密相连。所以一个成功的商标译名对开拓国际市场、创造企业财富起着不可忽视的作用。本文在对商标基本认识的基础之上, 重点说明了商标翻译中常出现的文化差异现象,及忽视文化差异的商标失译例子。并就此简要地归纳一些商标翻译中应遵循的原则及拟出一些避免文化冲突的商标翻译方法,包括音译法、意译法、音意结合法等。 关键词：商标翻译；文化差异；翻译原则；翻译方法introductionwith the highly developing of commodity economy and international trade, the translation of brand names becomes increasingly important and influential in the economic life. in a competitive market, the brand name of a product is one of the key factors for a company to achieve success. it determines the image, credit and economic power of a company. so, to research the brand name is an urgent task.the most important obstacle of the brand names translation is that the different languages will bring about cultural differences in different regions. this difference reflected in the brand names translation through language translation, making a certain degree of difficulty. therefore, when translating the brand names, we should be based on the sales trends and the psychological characteristics of consumers,and proper use of pragmatics, sociolinguistics, cultural linguistics, consumer psychology, advertising and cross-cultural communication and other principles.whats more,it is not necessary to follow the true, fluent, equivalent and other principles, but also take advantages of aesthetic language, using flexible methods of translation so as to translate original one.,and even more excellent than the original one.1 significance of brand names1.1 definition of brand namesa brand is shown by a name, a word, a sign, a symbol, a design or a combination of them. it is intended to identify the products or services of one seller or a group of sellers and to differentiate them from their competitors. in other words, the brand is treated as the symbol of the actual product. it is a synthesis of all these elements: physical, aesthetic, rational and emotional and cultural, which is a perception created in the mind of consumers who ascribe beliefs and values to the product. brands are printed on the surfaces of the products, packages and directions, and hanged in public places. brands have the following three characteristics:first of all , brand is a mark which is closely concerned with a certain product or service . brand, being different from arts , is used as a special mark in the field of the supplying and operating of products or services. second, brand has the character of distinguishing one product or service from another and is different from a sign which shows the quantity and quality of the product or service. third, brand has a particular feature: it is easy to be read or understood by reading the word, sign , symbol , design or the combination of them.1.2 functions of brand names translated brand name should be delightful to the eye, pleasant to the ear, easy to remember, as well as be a perfect unity of sound, form, and meaning. that is to arouse the same interest and psychological empathy of the target consumers, stimulate their aesthetic enjoyment and consuming desire. toward the end, the translators must serve as receptor of the message intended by the source sign and translated to the source of the message in the target language.therefore, it has many functions, here i just talking about the following functions: informative, distinguishable, unique and symbolic.1.2.1 informative functionsince brands are the marks of products, they must have something to do with them . in other words, brands can reflect the traits of products. most brands , no matter pictorial or word brands, provide information concerning products, such as the place of production, the material used for the products, the function of the products, the name of the producers etc. for example, “coca-cola” is based on the products original constituents extracted from “cola” leaves and from the “cola” nut. “康泰克” means restoring the health of the patient. “rolls-royce” indicates the founders of this car company, “charles rolls” and “henry royce”.1.2.2 unique function brands are unique, only not to be confused with other brand names can playing a unique charm and to give consumers a clear impression and feelings. so, the role of brand names is to allow consumers to clear the types and characteristics of goods. brand name itself is a simple and effective advertising. there are many ways to prominent personality and uique style. the brand names in combined translation giving the consumers perceptions more directly and more easily impressed. some people use names as a trademark, some people name of product characteristics, some people named after the consumer complex, and you can also use the combination of numbers. therefore, we should be better reflect the products features. such as: toothpaste brand colgate, its founders name, can not see the products features, but after combined translation of “高露洁”, a “clean” word is not only show the category of goods, but also highlights the product features. another example is p & gs anti-dandruff shampoo head & shoulders, it means “hair and shoulder”, wanted to express you have clean hair and dandruff will not appear on the shoulder after use this shampoo. the translation of “海飞丝” is highlights no dandruff after washed, playing the most features of the product.1.2.3 symbolic functionbrand names should also have a certain ideological and symbolic meaning, easy to make association and more aroused peoples interest to deepen peoples impression on goods. so given some kind of fable, or express or implied, the trademark represent the function of products can inspired peoples rich imagination. then there are some links on the ideas between trademarks and product features, which give a great help for brand marketing and occupation of the market. such as nike(the english meaning is the goddess of victory in the greek mythology, a symbol of victory). “娃哈哈” means children drinking and laughing; nestle milk powder means “comfortable” and “snuggle”, such as birds usually are taken well care in the nest.2 cultural differences between countries the easterners and the westerners live in different parts of the earth, which makes them unavoidable to have the different material conditions, thinking patterns and actions. therefore, the chinese and the westerners have different cultures, ways of life , traditional habits, historical stories and political and economical systems and so on . for language is a tool to describe all of these , chinese and english speakers have differences in ways of expression and linguistic cultures. the same is true with the chinese brands and english ones , then, it is necessary to pay attention to the cultural differences. the following are some aspects of culture differences in brand names translations .2.1 differences in the ways of thinkingthe main differences in ways of thinking between the british and the chinese have reflected in the dialectical thinking and logical thinking. the dialectical thinking of chinese people emphasizes the unity of opposites and the moderation and supposes, both things have a good side and a bad side. on the contrary, in the english culture, logical thinking emphasizes non-contradiction and rows of neutral, which a thing is either good, or bad. either right, or wrong. these differences reflected in the language have formed parataxis china and hypotaxis in british.for instance , one kind of perfumed soap for bath is named “蜜蜂” (“mifeng”) in chinese . maybe the producer wants to tell the consumers that soap is perfumed and consists of many spices , which are gotten with the bees help of collecting them from millions of flowers . but this implication is beyond the understanding of the english people. english speakers dont like this name , because they think that on the body of the bee there are many invisible fine hairs and that may make them feel uncomfortable . so few are willing to buy this soap. and “蝙蝠” (“bianfu” ) is a symbol of luck and happiness. it is popular with the chinese people , for “蝠” (“ fu ”) and “福”(happiness) are homonymy in chinese. “蝙蝠” is a good brand for the product such as glasses. however, things are different in english. then what would english speakers think ? they think that the “ bat ” is a blind ugly and fierce animal which flies only at night , and doesnt dare to turn up in the daylight . in the west , bat stands for death , and if a bat comes into your house by accident, that may be an ill omen for you . and the english people usually compare an old bat to an old blind and ugly woman . therefore , how can the western people wear the “ bat ” glasses with this thought ?2.2 differences in aesthetic concepts and valuesas nida ea pointed out: “for a real success in translation, familiar with two cultures is even more important than the mastery of two languages, because the word has meaning only in its role in the cultural context.” so, the translation must meet the acceptance requirements of the target language culture, in line with the cultural context of the audience expression, consistent with its aesthetic psychology. many brand names translation in foreign products is combined with chinese culture and chinese language, not only meet the chinese people mental habits but also has the taste of oriental chinese culture. such as, cocacola, translation “可口可乐”, conveys delicious in addition to the transliteration and meaning happy after drinking. swedish mobile phone brand “ericson” translation“爱立信”, a simple and neat, and a content of “genuine and credibility”. optical mark “bush & lomb” for the company founders name, according to chinese customers psychological shopping idea and cultural environment, and respect for knowledge, the translator boldly translated as “博士伦”, is really distinctive. 2.3 differences in cultural taboosin the international commerce, we can find easily that the product which uses the same brand name is welcoming in some countries, but in other countries it may be treated coldly. whether the brand name can be “in rome do as the romans do” is very important to cater to the aesthetic sense of consumer. wang zuoliang said: “a translator must be a real educated person.” it is undoubted problem that how to get rid of the barrier which is caused by nations cultural diversity in the brand name translation. the translation of chinese brand name into english may do wrong easily, if the translator doesnt have good comprehension of the target language and its culture.therefore, in the brand names translation, we should pay attention to cultural taboos. regardless of any country or nation, there are many kinds of taboos. for the national customs formed thousands of years, we should give the necessary respect, it also affects the market for export commodities. for example, the british do not like elephants, quite like the panda, italians and spanish like roses, chrysanthemums limited, japanese taboo lotus, foxes and badgers, but like cherry, turtles and ducks, russians think that yellow roses means unlucky and tear up, the french and the belgians suppose that walnuts, peacocks and chrysanthemums are ominous thing, some north africa countries taboo a dog pattern; muslim countries avoid using pig, dog for trademarks. in translation, the color of the ad should not be ignored: the belgians very sensitive to blue, blue is considered unlucky omen; turks absolutely prohibit the use of colors materials furnished living room, they think that color is an ill omen; japanese avoid green, while the indians like green.3 principles of brand names translationwith the development of the foreign trade, the importance of brands has been realized by more and more people. brand names translation is a complex skill with some considerations of economic effect and bring more interests to the producers as shown above . and there are more and more creative translation skills which belong to the translation category and at the same time it doesnt belong to it , in some extent . in any way , all brand translations may comply with the general principles as follows:3.1 beneficial associationthe brand names have a certain impact on consumer psychology. if they are properly and adapt to the psychological needs of consumers, it will rise peoples interest and desire; on the contrary, if the brand name is easy to arouse peoples negative associations, it will certainly reduced to make the promotion of the products greatly. for example, a kind of lipstick in china, brand name is called“芳芳”, its translated into “fangfang” in transliteration. english readers look at this brand name will arise a terrorist sense, because the “fang” is an english word and its meaning is along, sharp tooth of a dog; a snake poison-tooth. another example is an export batteries, trademark is called “白象”, translated into “white elephant”, should be completely correct. however, a white elephant is a fixed phrase in english, means “heavy burden” or “useless and cumbersome things”. because the faliure of translation, lipstick sales is probably not difficult to imagine.3.2 aestheticthe translation of brand names should let the consumers have no bad association; otherwise the good product cannot sell out. so it requests the translator should consider the culture and the historical perspective fully. for example, if “goldlion” (mens clothes) is translated into “金狮”, it has a homophonic one as “金失”. that is the taboo of factory. they believe that if they use the translated name, the product never be sold well in china. but “金利来”is a lucky name. it has already been familiar and loved by consumers. another example is japanese car manufacturer “toyota” presents a kind of luxurious car whose brand name is “lexus”. when the car begins to sell in china, the administrant of toyota company decided to translate “lexus” to chinese “凌志”. to the mainland chinese, the name may recall their memory about chairman maos majestic poem “久有凌云志，重上井冈山”. so when we translate brand names, we have to choose propitious names meticulously.3.3 functional equivalencea realistic definition of functional equivalence is 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 appreciated it.” this principle is obviously applicable to brand names translation. as far as chinese brand names are concerned, functional equivalence means that the renderings must be able to inform people of the functions, characteristics and values of the products as the original brand names do. for example, “钻石” (watch) should be translated into “diamond” rather than “zuanshi” since “diamond” hints to english-speaking people the value of this kind of watch as “钻石”does to chinese people, while “zuanshi” does not perform this informative function. so, the renderings should create a sense of beauty either in form or in context to the same or similar extent to the original