On English-Chinese Trademarks Translation from the Perspective of Cross-cultural Communication
Abstract
With China’s reform and opening-up progress, translation of trademark has become an important aspect in economy and culture. A well-translated trademark will help attract customers and inspire their enthusiasm for purchase; while a trademark translated improperly sometimes will bring negative effects or even lead to spoilage of the image of the product. In today’s market, we can find a lot of ingeniously translated trademarks, but we should also be aware of some problems in trademark translation. This thesis addresses the principles and methods of the translation of trademark. It also points out that success model of translating lies in catering for the target market aesthetic interest, reflecting its traditional culture value, taking in its culture essence and following its culture fashion. This research aims at achieving a better understanding of trademark translation process and can help to overcome the cultural barriers to successful translations of trademarks.
Key Words: trademarks; translation principles; culture
摘 要
隨着中國改革開放進程的發展，商標名稱的翻譯逐漸成爲經濟文化領域的1個重要方面。1個成功的商標翻譯應具有吸引顧客和激發購買慾望的作用，而與此同時1個失敗的.商標翻譯則往往給產品帶來副面影響，甚至給產品蒙上失敗的陰影。在今天的市場中，我們時常能夠發現1些翻譯10分巧妙的商標，但我們仍需注意商標翻譯中的1些問題。本文首先介紹了商標翻譯的原則和實踐中的誤區，並着重論述了成功的商標翻譯應該有賴於對銷售市場審美情趣的迎合，同時要注意反映傳統文化價值，吸收其文化內涵精髓和文化的時代特徵，更深入地理解商標名稱翻譯的過程以及跨越商標名稱翻譯中的文化障礙。
關鍵詞：商標、翻譯原則、文化
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