A-Touch-On-The-Translation-Of-Trademark--商标翻译技巧

ATouchOnTheTranslationOfTrademarkAbstract:thetrademarkisaspeciallanguagesymbol,isthesalientfeaturesoftheconcentrationofgoodsaregoods,theimportantpartoftheculture,istheenterpriseparticipatesintheinternationalcompetitionthepowerfulweapon.Intheeraofglobalizationtoday,acorrecttranslationoftrademarkstodriveconsumeridentity,likeplayersandevenfallsinlovewithabrand.Therefore,howtohavetheskillstotrademarktranslationhasbecomearelevantbrandnametranslation,marketingprofessionalsandrelatedlinguisticresearchersinmarketingtheoryandpracticestudyoneofthekeysubjects.Thisarticlefromthetrademarktranslationskillsneedtoconsiderthefactorsinfluencingskills,methods,discussthesuccessstoriesofthetrademarktranslationskills,correspondingauthor.Keywords:brand;brandname;translation;transliteration;freetranslation;case;languageandculture;1.introduction:SinceChina'saccessiontotheWTO,manyforeignenterprisesandproductsintoChina,alargenumberofChineseenterprisesandproductstotheworld,butnottherightofbrandnametranslationnotonlybringhighermarketingcosts,andlossoforiginalmeaningofbrandproducts.Howtohavetheskillstotranslateacorrectandeffectivebrandname?Thispaperfromthefollowingseveralaspectstocarryonthecorrespondingauthor.2.useofthetrademarktranslationconsiderationofseveralfactors2.1basicfactorsofbrandessenceBrandnameiscondensednamepurportofadvertisinglanguage,itsfundamentalpurpose:attractiveattention,interest,desire,astimulusaction.Specifically:firstofall,successfultrademarkshouldbeconsistentwiththenatureofthegoods.Secondly,asuccessfultrademarkshouldalsopayattentiontogoodhead,fullofsymbolicmeaning,makethepersonproducesassociation.Finally,languageshouldbeconcise,clear,image,GetWord,easytoremember.2.2language-EnglishtrademarkwordsdifferencefactorsEnglishandChinesetrademarkwordisbrief,readable,easytoremember,andconsumerinterestinandappreciationofthecharacter.However,duetothetwolanguagesofEnglishandChineseandtheculturaldifferencesbetweenEnglishandChinesetrademarkwords,alsoshowalotofdifferences,onlywhenthetranslatorisrealizedbetweenthelanguageandculturaldifferences,flexible,canmakethetrademarkandtrademarkwordsplayanequaleffectiveness.2.3-EnglishandChineseculturaldifferencesandculturalfactors.Sociologistthinks,trademarkisanexpressionofcultureandcommunicationtools,thetranslationoftrademarksistheoriginallanguage(SourceLanguage)trademarktranslationintothetargetlanguage(TargetLanguage)trademark.IntheEnglishtranslationoftrademarks,shouldfullyrealizeandunderstandChineseandEnglish,eachcountryconsumerdigital,animal,flowercolor,pattern,preferencesandtaboo.Thetrademarktranslationandtargetlanguagecountrycustomsandculturetoadapt.Onlyinthiswaycanthetrademarktranslationwillbethetargetlanguagecountrywelcome.2.4EnglishandChineseaestheticfactorsofaestheticdifferenceIntheorientalculturephilosophy,artandliterarylanguageistopayattentiontothepsychologicaltimeandspace,especiallyemphasisonlogiclogic.Therefore,China'strademarktraditionistheattentiontopsychologicalpleasureandaestheticappreciation,payattentiontoethicaleducationandemotionalexpression,payattentiontointeresthigh,deepmeaning,thepursuitofbeautifulwords,eleganttaste,Shuxiangoverflowing,goodluckandhappinesstoyou.Butinthewesternculturephilosophy,artandliterarylanguageofpayattentiontoisthenaturalspace,especiallyemphasisspace,substance,factofnatureauthenticity,thisleadstotheWesternbrandcultureattachesimportancetothetruenatureandsensualpleasure,emphasizesthefunctionandpracticalvalue.3.methodsoftrademarktranslationskills3.1transliterationTransliterationisindoesnotviolatethelanguagespecificationanddoesnotcauseerrorassociationunderthepremise,accordingtoitspronunciation,theuseofatrademarkandvoicetowordtranslationmethod.3.2literaltranslationLiteraltranslationisintheprocessoftranslation,thewordasthebasicunitoftranslation,takingintoaccountcontextualconstraints,toretaintheoriginaltrademarkmeaningandstructure,reproductionintheformofcontentandstyle,tomaximizebothobtainedwiththeoriginaltrademarkequaladvertisingeffectiveness,andmaintaintheoriginaltrademarksenseofbeauty.3.3combinedtranslationtransliterationThismethodoftranslationisusuallypartofatrademarkusetransliterationaccordingtopronunciationtranslated,andtheotherpartisaddedwithaspecialmeaningofthecorrespondingChinesecharacters,whichmakesthewholetranslationvividandmoreinlinewithlocalculturalcharacteristics.3.4otherspecialtranslationmethodPhotoGallery:notalltheEnglishtrademarkcanthroughtransliterationandtranslationaretheperfectChinesetrademarkname,sotheBusinessCompanieswillbebasedontheirownproductcharacteristicsandfunctiontocreateanewbrand.Direct:theso-calleddirectuse,iscompletelypreservedEnglishtrademarks,doesnotaddorchangeforchinese.SuchasIBMforInternationalBusinessMachinesis(InternationalBusineMachinesCorp),butinChina,peopleareusuallycalledIBM,anddonotaddressitsfullnameinchinese.4.(Result)discusssomesuccessfulcasesoftrademarktranslationThetranslationoftrademarkrequirementisveryhigh,itrequiresthetranslatorfullygrasptheproductnatureatthesametime,needtowriteinornatestyle,conciselangua