毕业论文前置部分Cultural-Differences-in-Trademark-Translat

CulturalDifferencesinTrademarkTranslationby高梅AthesispresentedtotheSchoolofEnglishEducationofXi’anInternationalStudiesUniversityinpartialfulfillmentoftherequirementsforthedegreeofBachelorofArtsMay12,2010Class:专升本2008-8Advisor:冯有贵iiAcknowledgementsI’dliketotakethisopportunitytoextendmybestregardstothosewhohavehelpedmewithmygraduatethesis.DuringmystudyintheXi’anInternationalStudiesUniversityforthebachelor’sdegree．IhavelearnedalotunderthesupervisionofthoselearnedprofessorsinEnglishstudyfield.IncludingMs.Wang,Mr.Liandsoon.Theirindustriousworkandenthusiasticencouragementhavebeenaconstantinspirationtome.Myindebtednessisdueparticularlytomysupervisor,Mr.Feng,forhisvaluablesuggestionsandinspiringcomments.Iamalsogratefulforhispatienthelp.IwanttothankMs.WangYimin,forsheletmebeawareofthebasicknowledgeaboutwritingpaper.Finally,gratefulacknowledgementsaremadetomyfamilyandclassmateswhohavealsoofferedmewithgreatsupportandhelp,especiallytoWangJia,whoofferedmewithhercomputertotypethispaper.iii论商标翻译中的中西文化差异摘要：随着经济全球化的发展，越来越多的商品涌入国际市场，成功的商标翻译对于刺激消费、开拓市场起着非常重要的作用。商标翻译作为文化的一部分也是一种交流手段，恰到好处的商标翻译可以将一种商品成功地推销给异域的消费者。由于中西文化存在着很大的差异，真正做到成功的翻译决非易事，而忽略文化差异的商标翻译极有可能会导致文化误解，所以对商标翻译中的中西文化差异的探究很有必要。本文将在查阅文献的基础上，借助他人翻译商标词的案例，从商标及商标翻译的定义出发，从中西社会历史背景、思维理念和文化习俗几个方面阐述商标翻译中的中西文化差异。通过对商标翻译中民族文化差异以及这种差异对商标翻译的影响进行探讨，试图对商标翻译的策略和方法提出点滴看法，以此能够为促进中西文化的交流和商品更好的流通，也为企业和公司在商标翻译中提供一些借鉴。关键词：商标；商标翻译；文化差异CulturalDifferencesinTrademarkTranslationAbstract：Asthedevelopmentoftheglobalizationoftheworldeconomy，theeconomiccompetitionisbecomingmoreandmorefierce.Asuccessfultranslationoftrademarkwouldhaveadirectbearingonthesalesoftheproductsandaffectthedepthofunderstandingtowardtheimportantmerchandise.However,manyculturalaspectsaffectthetranslationoftrademark:socialbackground,valuesystems,customsandhabits,etc.areincluded.Asweallknow,thepreviousscholarsandresearchershavebeendoingdiligentworktocreatevarioustranslationtheories,however,thereisnospecialtheoryconcentratingontrademarktranslation.Thisthesiswillconsistoffiveparts,thefirstpartmainlybriefingabouttrademark,thesecondpartinvolvingthedefinitionofcultureandtrademark,concerningthefunctionsoftrademarktranslation,andthenanalyzingculturaldifferencesreflectedinadvertisingtranslation.Sometranslationstrategieswillbeprovidedinthenextpart.Atlast,thisthesistoattemptstogivesomesuggestionsfortrademarktranslation.Thethesisaimstoraisethecross-culturalawarenessofreaders.Itishopedthatthisresearchcansupplyusefulinsightstotrademarktranslators,andcancontributeabittotheeconomicdevelopment.KeyWords:Trademark;trademarktranslation;culturaldifferencesvTableofContents1.Introduction……………………………………………………………………….12.CultureandTrademarkTranslation……….……………………………………….12.1DefinitionofCulture………………...……………….……………………….12.2DefinitionofTrademark………………....……………..……………………..22.3TheRelationshipBetweenCultureandTrademarkTranslation………………22.4FunctionofTrademarkTranslation…………………………….……………...33.CultureDifferencesinTrademarkTranslation……………………………………...43.1DifferentSocialBackground………...………………………………..…………………...43.1.1CulturaldifferencesinHistory…………………………………………….43.1.2DifferentReligiousCulture……………………………………………….53.2DifferentValueSystems………………………………………………………..63.2.1DifferentThoughtPatterns………………………………………………..63.2.2DifferentConceptsofValues……………………………………………...73.2.3DifferentConsumerPsychology………………………………………….73.3DifferentCustomsandHabits…………………………………………………84.SometechniquesoftrademarkTranslation…………………………………………94.1LiteralTranslation……………………………………………….…………….104.2Literal—Transliteration………………………………………………………..104.3LoanTranslation……………………………………………………………….114.4CoinageTranslation……………………………………………………………114.4.1Blending………………………………………………………………….114.4.2Affixation……………………………………………………………...…114.4.3Compounding……………………………………………………………125.Conclusion……………………………………………………………………........12References……………………………………………………………………….......14