意美音美形美英文商标汉译
学院专业 外国语英语日语
研 究 方 英语国家文学
学 生 姓 名
学 号
指导教师姓名
指导教师职称
年3 月 26 日
Huaibei Normal University
Beauty in SenseSound and FormOn translation of English Trademarks into Chinese
Written by
XXX
Submitted to
the School of Foreign Studies
of Huaibei Normal University
in Partial Fulfillment of the Requirements
for the Degree of Bachelor of Arts
Supervised by
y
科生毕业文（设计）诚信承诺书
郑重承诺呈交毕业文（设计） 意美音美形美英文商标汉译指导教师 指导严格学校学院关规定完成毕业文（设计）中引观点参考资料均加注释说明承诺毕业文（设计）选题研究容程中没抄袭研究成果伪造相关数等行抄袭行承担切责
承诺： 年级 专业
签 名：
2018 年 5 月 10 日
Abstract
Brand name is a special kind of language symbols and it can reflect the culture of a country The translation of brand names is a significant part of crosscultural communication During the development of English trademark translation into Chinese people can not only pay attention to the process of semantic equivalence of the original language and target language symbols but more should emphasize the pragmatic equivalence The author studied the Chinese translation of the English trademark through the ads that appear on a comparative tongue root and pay out of the natural characteristics of English trademark translation summed up the three points sense beauty and sound beauty form beauty translation standards and on the basis of the analysis in the process of English trademark translation principles and strategies should be used Some kinds of English trademark translation from the basic method namely transliteration liberal translation sound meaning translation adaptation abbreviations and translation must grasp the four principles namely transliteration liberal translation meaning combination
Key WordsEnglish trademark Chinese translation Strategies
摘
商标名种特殊语言符号反映出国家文化商标名翻译具跨文化交际重意义英文商标翻译成中文程注重原语译语符号语义等值更应强调语等值笔者通广告出现英文商标中文翻译进行较研究根付舌出英文商标翻译真特点纳出三点意美音美形美翻译标准基础分析英文商标翻译程中应该翻译原策略种英文商标汉译基方法音译意译谐音取义音意结合转译改译缩写翻译须握四原音译意译谐音取义音意结合
关键词：英文商标汉译策略
Contents
Abstract I
摘 II
Chapter 1 Introduction 1
Chapter 2 The Characteristics of the English Trademark Translation 3
21Equivalence 4
22 Popularity 4
23 Emotional 5
24 Profound 5
Chapter 3 Translation standard of the beauty in sense sound and form 5
31Beauty in Sense 6
32 Beauty in Sound 7
33 Beauty in Form 8
Chapter 4 The Theory Rule and Skills of English Trademark Translation 10
41 Literal Translation 10
42 Transliteration 10
43 Liberal Translation 11
Chapter 5 Conclusion 13
Works Cited 14
Acknowledgments 15
Chapter 1 Introduction
With the rapid development of China＇s economy more and more foreign business start targeting at China foreign goods pouring in this huge market To establish oneself in the competitive market foreign business faces two major tasks one is the quality of the products the second is product trademark translation Because the trademark represents the image of products and the whole enterprise Trademark is commodity producers or operators to make their goods with which distinguish the goods of others and the use of a significant mark this sign often use text or graphics alone or text and graphics So the trademark translation is of great significance Here it refers to the trademark translation is the script of trademark translation specifically refers to the English Chinese translation of trademarks From language form it isconcise and easy to understand the composition of the trademark compared with other forms of interlingua transformation the translation process from the deeper languages such as sentences paragraphs chapters the influence of the level and therefore looks be like simple as a result the trademark translation is not as much attention However Professor Qian Guanlian for the creation of any tool there are two levels of requirements practical and aestheticTrademark translation should be the sound of the perfect unity but also across the culture of target language barriers meet people＇s aesthetic taste and consumption psychology The translation of brand names (such as novels etc) with other forms of text translation has its own characteristics Brand naming is mainly to attract the attention of consumers and interest so as to arouse the desire to buy of consumer Therefore English trademark translation process not simply from the source language into target language process of semantic equivalence people should paymore attention to the culture of target language in line with the target language consumers＇ value orientation aesthetic taste and consumption psychology and so on
Trademark translation should own imagination and creativity as much as possible dig out goods and common feature in the history of Chinese culture and to close to the Chinese culture as much as possible to ensure the consensus of others Therefore trademark words besides can response goods attribute is itself a kind of important social culture it is like a bridge the east and the west culture enterprises goods and consumers are closely linked English brand names translate into Chinese brand name translation also need to translation theory to guide need certain translation strategies Therefore itis not easy to do a good job in the translation of trademark they also need to master a certain number of translation skillsThe author analysis was studied for the English trademark translation and will be sense beauty form beauty and sound beauty as the standard the principle of draw lessons from the experiences and lessons of the current existing trademark translation for English trademark translation should follow the principle of theory and skills
In the rapid development of commodity economy in modern society the trademark as a producer to identify their identifiers production and sales of products it has the important function of advertising and registered trademarks are protected by law Especially in today＇s economic globalization foreign goods pouring into China Chinese translation of foreign trademarks has become a very real problem
Chapter 2 The Characteristics of the English Trademark Translation
21Equivalence
After the trademark translation from Chinese into English the English translation must conform to the Chinese text in form and content on the purpose of the pursuit Nada a well known American translation theorist has put forward the concept of translation Equivalence Principle (Principle of Equivalence) he pointed out that each language each has its characteristics If you want to have effective communication activity we must respect the language of their respective characteristics An effective translator not impose structure in the form of a language to another language but is ready to make a variety of forms necessary adjustment with the structure of language translation reproduce informationHe believes that the purpose of translation is primarily to the original and the translation in the content of information speaking style style language and culture social customs and so on various aspects to achieve equivalence According to this theory the English translation of a trademark should be sound meaning form various aspects and the equivalence of the original
22 Popularity
After the English trademark translation from Chinese into general short and concise right if the brand name is too long not only convenient memory and from the perspective of consumer psychology to a certain extent also affect consumers＇ shopping behavior Such as apparel brand Metersbonwe translated as Metersbonwe is a bit long a lot of people usually call it BangWei Brand name should be easy to recognize to remember at the same time not only to the short and more to do it easy to read choose some more people happy Chinese vocabulary especially in the social life of common words or classical Chinese words in line with the understanding level of the masses
23 Emotional
Trademark is the most important role for advertising products and sets up the image it is very practical results After the English trademark translation from Chinese into can＇t from this characteristic the attention to equivalence at the same time consumers must have moved at the same time the function of stimulating consumer spending which is to judge whether a brand one of the principles of success If advertising translation can＇t effect on country to encourage the growth of consumption idea is not to achieve the actual effect of trademark translation Trademark translation is not only expresses more important is to should be really real attract customers its inherent charm to attract
24 Profound
English trademark translation can be flexible according to the original English pronunciation the meaning of processing choose very clever combination of Chinese words associative meaning in order to achieve the effect of the infinite Such as beverage trademark coca cola itself has no meaning translated as CocaCola the method is given priority to with transliteration but taken by transliteration when not selected according to the rules of pronunciation Chinese characters but the use of a special language phenomenon in Chinese harmonics is known to see food commodities for consumers to purchase food nature is meaningful
Chapter 3 Translation standard of the beauty in sense sound and form
31Beauty in Sense
Artistic conception beauty Artistic conception beauty commodity name refers to the name of the commodity by lexical meaning or constitute a word combination of lexical connotation foil gives certain artistic conception let a person produce rich associations arousing people yearning and pursuit of good things produces aesthetic feeling in consumers＇ mind so that the products stand out let consumers are willing to accept For example detergent Tide of translation Tide not only in pronunciation and the original sound is very close and is a see there is a kind of net clean besmirch Tide Lenovo not only show the categories of products more highlights the characteristics of the product Malden form corsage describes of the female curvaceous incisively and vividlySprite iris (seal) drinks feels glittering and translucent green ice cool in scorching summer who don＇t want to bite However every aspect of human life is influenced by cultureCultural restrictions and regulations we feel the world and forming process so that we gradually formed some decided by cultural awareness set (Pereelotllalsets) These set not only affect our perception and awareness of the feelings of external stimulation more importantly they greatly affect our judgment of external stimulation namely how to feel exciting meaning(Sam watts etc p 38) when a member of information issue is a kind of culture and the information of the recipient to members of another culture inevitable crosscultural communication Crosscultural communication is facing a problem is by a cultural language symbol encoding information must be given in another culture language decoding information this information is sent later with the coding have left it is coded to express a sense of the culture when it arrived at will be decoded culture at least the information has been affected by the decoding cultural meaning namely the decoding culture has more or less input coding information The fact that a change has made the significance of the original information the original information is not the original thing in the world combined with the coding and decoding of the cultural differences between ideas of personal factors the original information will be further the meaning of the change (Cai Jianping 199720 a 21) therefore the translator in translation of the underlying meaning of beauty must focus on trademark social pragmatic equivalent translation And social pragmatic equivalence in order to realize the trademark translation must be from the perspective of social and cultural communication examining the use of language If the pragmatic meaning of the original trademark words because of the two cultures in common for the readers to understand and accept translation is not hard to Whereas the pragmatic meaning of words in the original because of the two cultures of the opposite sex is not easy for the readers to accept it is more difficult to achieve social pragmatic equivalent translation The translator must be familiar with two kinds of different language of pragmatic principles knowledge of crosslanguage crosscultural communication try to communication and pragmatic differences can achieve the equivalent translation Beauty
32 Beauty in Sound
Rhyme beauty refers to the commodity name sounds loud and clear rhythmic and music give a person with acoustic sense of beauty to enjoy Successful brand translation should be easy to remember and read catchy Trademark word translation from Chinese into English in the beauty of attention also should be balanced with the characteristics of Chinese language itself especially the dual tendency of Chinese Chinese dual tendency refers to the vast majority of Chinese vocabulary is composed of two syllables This is because as a major component of Chinese words are composed of two syllables It embodied in Chinese on the trademark as consisting of two syllables such as permanent beautiful And Furry since changhong and so on Different from Chinese English no dual tendency English trademark words without any constraints and rules on composition of syllables less than 1 to 2 syllable more than five or more show the larger arbitrariness As one syllable Nike (shoes) Kent (cigarettes) Driest (sweater)Two syllables John sons (health supplies) Rejoice (shampoo)Three syllables many (beer) Konica (camera)Four syllables Motorola (electronic products) Hewlett pack ward (HP) Proctor and Gamble (p&g)5 (above) syllable American Standard (sanitary ware) etc Given the number of syllables between English and Chinese brand in the different requirements the translation of English trademark words should as far as possible will be translated into Chinese standard composed of double syllable word consistent with Chinese dual tendency which accepted by Chinese consumersHolstein (beer) for example can be translated as goodKodak translated into Kodak Phi loco air conditioning in the United States Chinese trademark is mountain the fly is the phi song is c The harmonics and Icy province translationMany of the original translated into hundreds of DE visor is translated into BudweiserKent as a health to dual tone add a brand is called Kent Good Company in ＇ ＇not translated into Good friends but translated into friendAmerican Standard Chinese translation for American Standard Here the translator first translate its connotation of the American standard and then synthesize the connotation of the American standard both are in conformity with Chinese characteristics and convenient for memorization To sum up the translation of English trademark words and try to put them into Chinese word dual tend to be consistent with the trademark try to avoid will be based on common nouns in the English trademark words translated into the disyllabic does not represent any meaning of Chinese trademark words However some English trademark words is often translated into three or more than three syllables mainly reflected in two situations (1) based on the English trademark translation of names is similar to the Chinese name of Chinese trademark such as McDonalds original translation for McDonald now translation McDonald＇s in accordance with characteristics of Chinese surnames facilitate memorization Chinese consumers to accept(2) for harmonics take meaning needs a flexible approach Head & Shoulder ＇ ＇translated into Head and shoulders Dunhill translated into Dunhill but more than double syllable Chinese trademark few after all
33 Beauty in Form
Form the United States in terms of poetry translation namely the same as the original format and rhythm of poetry this kind of form beauty to build on the basis of shape For the trademark translation from Chinese into English is the standard should have the form of trademark translation in the language to be short and concise the use of words is easy to see is easy to read understand value should be memory unfavorable use obscure words and better use beautiful words For example Avon (Avon) Qian (Arched) (Ardor) and Colgate (Colgate) safeguard (Safe guard) Johnson & Johnson (Johnsons) etc The translation in the language is easy to recognize easy to read easy to look at the characteristics of also is what we call beauty The translation of the products are popular in addition to the factors of the product itself are also associated with translation standard is concise and easy to remember In today＇s world the competition of the commodity is in fact the brand competition brand is considered to be the intangible assets of enterprises With the development of economic globalization Commodity Exchange is becoming more common frequently appear in front of the Chinese consumer＇s translation standard is more and more Only those pithy trademark easy for consumers to our memory its marketing function into full play The trademark of form beauty also refers to the beauty of the trademark of composition The composition of the formal beauty belongs to the category of industrial design this article is not to do now
Chapter 4 The Theory Rule and Skills of English Trademark Translation
41 Literal Translation
The socalled literal translation is without violating the translation language specification and does not cause error under the premise of Lenovo or misunderstanding keep the meaning of the original image in the translation and the method of syntactic structure This way to convey the original language semantics moral reproduce the culture behind the language This method can be applied to popular part and inventing words Inventing words can adopt the method of literal translation because they as mentioned above are based on certain vocabulary theory according to the composition the characteristics of the goods represented by the performance and effect have suggested effects It faithfully the meaning of the original trademark generally limited to those on the practical application of moral meaning beautiful elegant gorgeous words English trademark Its translation is to express the meaning of the original trademark and concise and easy to read and the original text have the same promotion function such as with the Blue Bird do brand cars usually literal translation as bluebird Blue Bird Canon out Belgium writer MaurieeMaterlsnek2911 years (the Nobel Prize for literature) pantomime Blue Bird The Bluebird symbol future happiness used as a car brand translated into the source of happiness Tang dynasty Li Shangyin has did Pengshan this to no more way attentive to agent see birds Bluebird is the angel of Pengshan wonderland and the green and blue of Chinese blue equivalent to English bluebird two characters not only read catchy cultural connotation and some similar are preferred And as to the Crown of Crown Diamond translated as Diamond Chinese and English two kinds of trademark have suggested that it represents the noble image of the product The Pioneer translated into pioneer give a person the sense with a catch up time
42 Transliteration
Transliteration refers to the target language without violating language specification and does not cause an error under the condition of association or misunderstanding according to its pronunciation will be the language of English trademark words with the same or similar method of Chinese word for translation The translation is mainly used in English trademarks from proper nouns and inventing words Chinese translation of trademark words Derived from ordinary English vocabulary in English of course also include trademark transliteration method such as Spirit as the Sprite Shad transliterated into sharpIn addition such as N COINS pond a Nippon (paint) Anchor second encore (food) etcThis kind of translation is faithful to the original trademark pronunciation faithful to the original trademark call function (vocative plus notion)(HongWenham 199745) transliteration method can be divided into pure transliteration method and homophonic pun translation
Pure transliteration method is also called direct transliteration method namely according to the English pronunciation of the English trademark words and choose as far as possible the same Chinese characters together even if these phrases in Chinese doesn＇t make any sense Pure transliteration method are mainly used in the proper nouns or something on the vocabulary of English trademark words translation the translation faithful to the original trademark the call of the function keep the English trademark rhyme beauty Such as Kodak SONY Motorola Motorola DuPont Siemen Siemens Buick a Buick and so on Pure transliteration method is translated into Chinese translation standard is not accord with the combination of the words in Chinese conventional mode but the articulate and pay attention to the level and oblique tones and syllable length change nor ancient strange words thus easy for native Chinese speakers of Chinese consumers to accept novel and chic foreign flavor cater to the curiosity of people achieve the goal of the marketing
43 Liberal Translation
Free translation is also called the creative translation (Liang Zhejiang 20012001) is a trademark of conventional translation methods (such as transliteration literal translation chromatic half Italian translation) of a complementary aimed at different approach in a very rationally solve some persistent problems in trademark translation Trademark translation has its particularity it can and should have its own translation standards and translation methods The function of the trademark is to identify products to provide product information Trademark translation verve sometimes have to get rid of the bondage of the original trademark literal meaning to explore new ideas to create excellent translation Free translation is not constrained by the translation and the union of the equivalent of the original content and form but pay attention to the translation and the original function or effect of equivalence Such as imported milk powder DutchLady translated as mother milk powder is a good example This translation is not limited to literal meaning but instead reorganizing and the verve of the original trademark are interlinked(Pan Gong 19 27) in the same way is known for its global P&G (Procter& gamble) company＇s brand of shampoo Rejoice translated as rejoice Rejoice means joy and wonder if your meaning is translated into Chinese is flat featureless while rejoice break the original trademark literal meaning with elegant silky hair into contact American ford company in the world want to penetrate Taiwan automobile market competition is intense and joint venture with Taiwan and car factories respectively done and ford automobile manufacturing company launch a car Cortina Advertising the car after they leave they first encountered the problem is this brand how to translation after repeated thinking think that the product is targeted at young people and creatively put it into the run As a result the run a listed only because of a multitude there is a certain market In addition we can also meet in daily life such as Mild Seven all the Ball Shun card and so on are the result of the free translation
Chapter 5 Conclusion
In today＇s era of brand competition as the representative of commodity trademarks and translation plays an important role in marketing and indirect spiritual and cultural influence on society As a translator we must be good at gauge consumers＇ consumption psychology and flexible use of various methods and techniques of trademark translation draw lessons from the successful experience of the existing trademark translation learned their lesson English trademark translation must meaning beauty form beauty and sound beauty to shine in the business On the surface the trademark translation seems to be only a conversion between language and language is the carrier of culture so the trademark translation is a crosscultural communication The culture of a country or a region usually by different historical background values religion and so on factors The same brand name in different languages may cause different meaning due to cultural differences So in the process of translation from Chinese into English trademark must pay attention to of our country
The translation of English trademark looks be like simple but almost makes us nowhere It is difficult as to create a new brand name Translation from Chinese into English trademarks depends heavily on the translator＇s creativity and imagination also need a translator flexible use of trademark translation methods gauge target language consumers＇ psychology and in this way the brand name translation can bring unlimited business opportunities and vitality
Works Cited
Yang G Z On Beauty in Sense Sound and Form[J] Shanghai Journal of Translators Forence & Technology 1999
Xu J Beauty in Sense Sound and Form On Translation of English Trademarks into Chinese[J] Foreign Languages & Their Teaching 2002
ZhiJian B L On the Translation of Trademarks from Chinese into English[J] Journal of Ningxia University 2001
Liu F Some Crucial Issues In CE Translation of Trademarks[J] Chinese Translators Journal 2003
吴昊(Wu Hao)三美角度较泊秦淮两译文[J]校园英语2017(50)246
姚琴(Yao Qin)意美音美形美——Watson史记译[J]名作欣赏2017(32)6667+101
章晓昕(Zhang Xiaoxi) 三美视角诗·国风许渊英法译文研究[D]北京外国语学2017
孔萌哲李明秋(Kong Mengzhe Li Mingqiu)许渊三美理中国古典诗词翻译中应[J]文教资料2017(12)1617
梁宁宁(liang Ningning)翻译诗词三美原[J]科学众(科学教育)2011(04)150
王厚(Wang Houping) 美学视角文学翻译艺术研究[D]海外国语学2010
廖红(Laio Hong)解读诗歌翻译意美音美形美——许渊英译唐诗枫桥夜泊赏析[J]攀枝花学院学报2006(05)3639
许金杞(Xu Jinqi)意美音美形美——英文商标汉译[J]外语外语教学2002(10)4751
Acknowledgments
First of all I would like to show my deepest gratitude to my supervisor a respectable responsible and resourceful scholar who has provided me with valuable guidance in every stage of the writing of this thesis Without hisher enlightening instruction impressive kindness and patience I could not have completed my thesis The keen and vigorous academic observation enlightens me not only in this thesis but also in my future study I shall also extend my thanks to my parents for all their kindness and help I would also like to thank all my teachers who have helped me to develop the fundamental and essential academic competence My sincere appreciation also goes to the teachers and students from my university who participate in this study with great cooperation At last I’d like to thank all my friends especially my lovely roommates for their encouragement and support
淮北师范学科毕业文（设计）答辩记录表
答辩时间
2017 年 5 月 20 日
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成绩：
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秘 书： 2017 年 5 月 20日
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淮北师范学科生毕业文（设计）成绩评定表
学院： 外国语学院 专业： 年级： 2013级
学生姓名： 学号： 指导教师：
题 目： 英文日文标题
指
导
教
师
评
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容包括：学生写作态度科研作风文选题理意义实践价值否充分掌握基础理专门知识研究方法技水写作逻辑性技巧优缺点
成绩： 签名： 2017 年 5 月 15 日
答
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组
评
定
意
见
成绩：
答辩组组长签名：
2017 年5月20日
学
院
意
见
成绩：
院长签章：
2017 年5月21日
成绩评定表A4双面印
淮北师范学科生毕业文（设计）开题报告
题 目
英文日文标题
学生姓名
学 号
指导教师
学 院
专 业
职 称
选题意义研究状况：
选题意义：
研究状况：
容研究方法思路总体安排进度（包括阶段性工作容完成日期）：
容：
研究方法思路：
总体安排进度
2016年12月20日—31日 文选题
2017年1月1日—3月8日文开题
2017年13月9日—4月20文初稿
2017年4月21日—5月10日文修改
2017年5月20日文答辩
准备情况（查阅文献资料调研情况现仪器设备情况已发表撰写相关文等）：
已搜集劳伦斯作品子情说英文版2生态文学批评文献5生态批评文20余篇生态批评视角研究子情文10篇参考文献：
Beebe Maurice The Artist Theme D H Lawrence Sons and Lovers Ed Gamini Salgado Boston Aurora Publishers Incorporated 1969 4854
Lawrence David Herbert Sons and Lovers London Penguin Books 1981
范晓红（Fang Xiaohang） 子情解读劳伦斯生态哲思 吉林广播电视学学报 2011（9）：5456
鲁枢元(Lu Xuyuan) 生态文艺学 西安 陕西民教育出版社 2000
吴伟仁(Wu Weiren) 英国文学史选读 北京：外语教学研究出版社2009
张禹九(Zhang Yujiu) 子情 海：海译文出版社 2007
指导教师意见（研究意义创新点前期工作基础存难点困难建议等）：
建议手写
指导教师签名： 2017年3月6日
系意见：
系签名： 2017年3月8日
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意美音美形美英文商标汉译
学院专业 外国语英语日语
研 究 方 英语国家文学
学 生 姓 名
学 号
指导教师姓名
指导教师职称
年3 月 26 日
Huaibei Normal University
Beauty in SenseSound and FormOn translation of English Trademarks into Chinese
Written by
XXX
Submitted to
the School of Foreign Studies
of Huaibei Normal University
in Partial Fulfillment of the Requirements
for the Degree of Bachelor of Arts
Supervised by
y
科生毕业文（设计）诚信承诺书
郑重承诺呈交毕业文（设计） 意美音美形美英文商标汉译指导教师 指导严格学校学院关规定完成毕业文（设计）中引观点参考资料均加注释说明承诺毕业文（设计）选题研究容程中没抄袭研究成果伪造相关数等行抄袭行承担切责
承诺： 年级 专业
签 名：
2018 年 5 月 10 日
Abstract
Brand name is a special kind of language symbols and it can reflect the culture of a country The translation of brand names is a significant part of crosscultural communication During the development of English trademark translation into Chinese people can not only pay attention to the process of semantic equivalence of the original language and target language symbols but more should emphasize the pragmatic equivalence The author studied the Chinese translation of the English trademark through the ads that appear on a comparative tongue root and pay out of the natural characteristics of English trademark translation summed up the three points sense beauty and sound beauty form beauty translation standards and on the basis of the analysis in the process of English trademark translation principles and strategies should be used Some kinds of English trademark translation from the basic method namely transliteration liberal translation sound meaning translation adaptation abbreviations and translation must grasp the four principles namely transliteration liberal translation meaning combination
Key WordsEnglish trademark Chinese translation Strategies
摘
商标名种特殊语言符号反映出国家文化商标名翻译具跨文化交际重意义英文商标翻译成中文程注重原语译语符号语义等值更应强调语等值笔者通广告出现英文商标中文翻译进行较研究根付舌出英文商标翻译真特点纳出三点意美音美形美翻译标准基础分析英文商标翻译程中应该翻译原策略种英文商标汉译基方法音译意译谐音取义音意结合转译改译缩写翻译须握四原音译意译谐音取义音意结合
关键词：英文商标汉译策略
Contents
Abstract I
摘 II
Chapter 1 Introduction 1
Chapter 2 The Characteristics of the English Trademark Translation 3
21Equivalence 4
22 Popularity 4
23 Emotional 5
24 Profound 5
Chapter 3 Translation standard of the beauty in sense sound and form 5
31Beauty in Sense 6
32 Beauty in Sound 7
33 Beauty in Form 8
Chapter 4 The Theory Rule and Skills of English Trademark Translation 10
41 Literal Translation 10
42 Transliteration 10
43 Liberal Translation 11
Chapter 5 Conclusion 13
Works Cited 14
Acknowledgments 15
Chapter 1 Introduction
With the rapid development of China＇s economy more and more foreign business start targeting at China foreign goods pouring in this huge market To establish oneself in the competitive market foreign business faces two major tasks one is the quality of the products the second is product trademark translation Because the trademark represents the image of products and the whole enterprise Trademark is commodity producers or operators to make their goods with which distinguish the goods of others and the use of a significant mark this sign often use text or graphics alone or text and graphics So the trademark translation is of great significance Here it refers to the trademark translation is the script of trademark translation specifically refers to the English Chinese translation of trademarks From language form it isconcise and easy to understand the composition of the trademark compared with other forms of interlingua transformation the translation process from the deeper languages such as sentences paragraphs chapters the influence of the level and therefore looks be like simple as a result the trademark translation is not as much attention However Professor Qian Guanlian for the creation of any tool there are two levels of requirements practical and aestheticTrademark translation should be the sound of the perfect unity but also across the culture of target language barriers meet people＇s aesthetic taste and consumption psychology The translation of brand names (such as novels etc) with other forms of text translation has its own characteristics Brand naming is mainly to attract the attention of consumers and interest so as to arouse the desire to buy of consumer Therefore English trademark translation process not simply from the source language into target language process of semantic equivalence people should paymore attention to the culture of target language in line with the target language consumers＇ value orientation aesthetic taste and consumption psychology and so on
Trademark translation should own imagination and creativity as much as possible dig out goods and common feature in the history of Chinese culture and to close to the Chinese culture as much as possible to ensure the consensus of others Therefore trademark words besides can response goods attribute is itself a kind of important social culture it is like a bridge the east and the west culture enterprises goods and consumers are closely linked English brand names translate into Chinese brand name translation also need to translation theory to guide need certain translation strategies Therefore itis not easy to do a good job in the translation of trademark they also need to master a certain number of translation skillsThe author analysis was studied for the English trademark translation and will be sense beauty form beauty and sound beauty as the standard the principle of draw lessons from the experiences and lessons of the current existing trademark translation for English trademark translation should follow the principle of theory and skills
In the rapid development of commodity economy in modern society the trademark as a producer to identify their identifiers production and sales of products it has the important function of advertising and registered trademarks are protected by law Especially in today＇s economic globalization foreign goods pouring into China Chinese translation of foreign trademarks has become a very real problem
Chapter 2 The Characteristics of the English Trademark Translation
21Equivalence
After the trademark translation from Chinese into English the English translation must conform to the Chinese text in form and content on the purpose of the pursuit Nada a well known American translation theorist has put forward the concept of translation Equivalence Principle (Principle of Equivalence) he pointed out that each language each has its characteristics If you want to have effective communication activity we must respect the language of their respective characteristics An effective translator not impose structure in the form of a language to another language but is ready to make a variety of forms necessary adjustment with the structure of language translation reproduce informationHe believes that the purpose of translation is primarily to the original and the translation in the content of information speaking style style language and culture social customs and so on various aspects to achieve equivalence According to this theory the English translation of a trademark should be sound meaning form various aspects and the equivalence of the original
22 Popularity
After the English trademark translation from Chinese into general short and concise right if the brand name is too long not only convenient memory and from the perspective of consumer psychology to a certain extent also affect consumers＇ shopping behavior Such as apparel brand Metersbonwe translated as Metersbonwe is a bit long a lot of people usually call it BangWei Brand name should be easy to recognize to remember at the same time not only to the short and more to do it easy to read choose some more people happy Chinese vocabulary especially in the social life of common words or classical Chinese words in line with the understanding level of the masses
23 Emotional
Trademark is the most important role for advertising products and sets up the image it is very practical results After the English trademark translation from Chinese into can＇t from this characteristic the attention to equivalence at the same time consumers must have moved at the same time the function of stimulating consumer spending which is to judge whether a brand one of the principles of success If advertising translation can＇t effect on country to encourage the growth of consumption idea is not to achieve the actual effect of trademark translation Trademark translation is not only expresses more important is to should be really real attract customers its inherent charm to attract
24 Profound
English trademark translation can be flexible according to the original English pronunciation the meaning of processing choose very clever combination of Chinese words associative meaning in order to achieve the effect of the infinite Such as beverage trademark coca cola itself has no meaning translated as CocaCola the method is given priority to with transliteration but taken by transliteration when not selected according to the rules of pronunciation Chinese characters but the use of a special language phenomenon in Chinese harmonics is known to see food commodities for consumers to purchase food nature is meaningful
Chapter 3 Translation standard of the beauty in sense sound and form
31Beauty in Sense
Artistic conception beauty Artistic conception beauty commodity name refers to the name of the commodity by lexical meaning or constitute a word combination of lexical connotation foil gives certain artistic conception let a person produce rich associations arousing people yearning and pursuit of good things produces aesthetic feeling in consumers＇ mind so that the products stand out let consumers are willing to accept For example detergent Tide of translation Tide not only in pronunciation and the original sound is very close and is a see there is a kind of net clean besmirch Tide Lenovo not only show the categories of products more highlights the characteristics of the product Malden form corsage describes of the female curvaceous incisively and vividlySprite iris (seal) drinks feels glittering and translucent green ice cool in scorching summer who don＇t want to bite However every aspect of human life is influenced by cultureCultural restrictions and regulations we feel the world and forming process so that we gradually formed some decided by cultural awareness set (Pereelotllalsets) These set not only affect our perception and awareness of the feelings of external stimulation more importantly they greatly affect our judgment of external stimulation namely how to feel exciting meaning(Sam watts etc p 38) when a member of information issue is a kind of culture and the information of the recipient to members of another culture inevitable crosscultural communication Crosscultural communication is facing a problem is by a cultural language symbol encoding information must be given in another culture language decoding information this information is sent later with the coding have left it is coded to express a sense of the culture when it arrived at will be decoded culture at least the information has been affected by the decoding cultural meaning namely the decoding culture has more or less input coding information The fact that a change has made the significance of the original information the original information is not the original thing in the world combined with the coding and decoding of the cultural differences between ideas of personal factors the original information will be further the meaning of the change (Cai Jianping 199720 a 21) therefore the translator in translation of the underlying meaning of beauty must focus on trademark social pragmatic equivalent translation And social pragmatic equivalence in order to realize the trademark translation must be from the perspective of social and cultural communication examining the use of language If the pragmatic meaning of the original trademark words because of the two cultures in common for the readers to understand and accept translation is not hard to Whereas the pragmatic meaning of words in the original because of the two cultures of the opposite sex is not easy for the readers to accept it is more difficult to achieve social pragmatic equivalent translation The translator must be familiar with two kinds of different language of pragmatic principles knowledge of crosslanguage crosscultural communication try to communication and pragmatic differences can achieve the equivalent translation Beauty
32 Beauty in Sound
Rhyme beauty refers to the commodity name sounds loud and clear rhythmic and music give a person with acoustic sense of beauty to enjoy Successful brand translation should be easy to remember and read catchy Trademark word translation from Chinese into English in the beauty of attention also should be balanced with the characteristics of Chinese language itself especially the dual tendency of Chinese Chinese dual tendency refers to the vast majority of Chinese vocabulary is composed of two syllables This is because as a major component of Chinese words are composed of two syllables It embodied in Chinese on the trademark as consisting of two syllables such as permanent beautiful And Furry since changhong and so on Different from Chinese English no dual tendency English trademark words without any constraints and rules on composition of syllables less than 1 to 2 syllable more than five or more show the larger arbitrariness As one syllable Nike (shoes) Kent (cigarettes) Driest (sweater)Two syllables John sons (health supplies) Rejoice (shampoo)Three syllables many (beer) Konica (camera)Four syllables Motorola (electronic products) Hewlett pack ward (HP) Proctor and Gamble (p&g)5 (above) syllable American Standard (sanitary ware) etc Given the number of syllables between English and Chinese brand in the different requirements the translation of English trademark words should as far as possible will be translated into Chinese standard composed of double syllable word consistent with Chinese dual tendency which accepted by Chinese consumersHolstein (beer) for example can be translated as goodKodak translated into Kodak Phi loco air conditioning in the United States Chinese trademark is mountain the fly is the phi song is c The harmonics and Icy province translationMany of the original translated into hundreds of DE visor is translated into BudweiserKent as a health to dual tone add a brand is called Kent Good Company in ＇ ＇not translated into Good friends but translated into friendAmerican Standard Chinese translation for American Standard Here the translator first translate its connotation of the American standard and then synthesize the connotation of the American standard both are in conformity with Chinese characteristics and convenient for memorization To sum up the translation of English trademark words and try to put them into Chinese word dual tend to be consistent with the trademark try to avoid will be based on common nouns in the English trademark words translated into the disyllabic does not represent any meaning of Chinese trademark words However some English trademark words is often translated into three or more than three syllables mainly reflected in two situations (1) based on the English trademark translation of names is similar to the Chinese name of Chinese trademark such as McDonalds original translation for McDonald now translation McDonald＇s in accordance with characteristics of Chinese surnames facilitate memorization Chinese consumers to accept(2) for harmonics take meaning needs a flexible approach Head & Shoulder ＇ ＇translated into Head and shoulders Dunhill translated into Dunhill but more than double syllable Chinese trademark few after all
33 Beauty in Form
Form the United States in terms of poetry translation namely the same as the original format and rhythm of poetry this kind of form beauty to build on the basis of shape For the trademark translation from Chinese into English is the standard should have the form of trademark translation in the language to be short and concise the use of words is easy to see is easy to read understand value should be memory unfavorable use obscure words and better use beautiful words For example Avon (Avon) Qian (Arched) (Ardor) and Colgate (Colgate) safeguard (Safe guard) Johnson & Johnson (Johnsons) etc The translation in the language is easy to recognize easy to read easy to look at the characteristics of also is what we call beauty The translation of the products are popular in addition to the factors of the product itself are also associated with translation standard is concise and easy to remember In today＇s world the competition of the commodity is in fact the brand competition brand is considered to be the intangible assets of enterprises With the development of economic globalization Commodity Exchange is becoming more common frequently appear in front of the Chinese consumer＇s translation standard is more and more Only those pithy trademark easy for consumers to our memory its marketing function into full play The trademark of form beauty also refers to the beauty of the trademark of composition The composition of the formal beauty belongs to the category of industrial design this article is not to do now
Chapter 4 The Theory Rule and Skills of English Trademark Translation
41 Literal Translation
The socalled literal translation is without violating the translation language specification and does not cause error under the premise of Lenovo or misunderstanding keep the meaning of the original image in the translation and the method of syntactic structure This way to convey the original language semantics moral reproduce the culture behind the language This method can be applied to popular part and inventing words Inventing words can adopt the method of literal translation because they as mentioned above are based on certain vocabulary theory according to the composition the characteristics of the goods represented by the performance and effect have suggested effects It faithfully the meaning of the original trademark generally limited to those on the practical application of moral meaning beautiful elegant gorgeous words English trademark Its translation is to express the meaning of the original trademark and concise and easy to read and the original text have the same promotion function such as with the Blue Bird do brand cars usually literal translation as bluebird Blue Bird Canon out Belgium writer MaurieeMaterlsnek2911 years (the Nobel Prize for literature) pantomime Blue Bird The Bluebird symbol future happiness used as a car brand translated into the source of happiness Tang dynasty Li Shangyin has did Pengshan this to no more way attentive to agent see birds Bluebird is the angel of Pengshan wonderland and the green and blue of Chinese blue equivalent to English bluebird two characters not only read catchy cultural connotation and some similar are preferred And as to the Crown of Crown Diamond translated as Diamond Chinese and English two kinds of trademark have suggested that it represents the noble image of the product The Pioneer translated into pioneer give a person the sense with a catch up time
42 Transliteration
Transliteration refers to the target language without violating language specification and does not cause an error under the condition of association or misunderstanding according to its pronunciation will be the language of English trademark words with the same or similar method of Chinese word for translation The translation is mainly used in English trademarks from proper nouns and inventing words Chinese translation of trademark words Derived from ordinary English vocabulary in English of course also include trademark transliteration method such as Spirit as the Sprite Shad transliterated into sharpIn addition such as N COINS pond a Nippon (paint) Anchor second encore (food) etcThis kind of translation is faithful to the original trademark pronunciation faithful to the original trademark call function (vocative plus notion)(HongWenham 199745) transliteration method can be divided into pure transliteration method and homophonic pun translation
Pure transliteration method is also called direct transliteration method namely according to the English pronunciation of the English trademark words and choose as far as possible the same Chinese characters together even if these phrases in Chinese doesn＇t make any sense Pure transliteration method are mainly used in the proper nouns or something on the vocabulary of English trademark words translation the translation faithful to the original trademark the call of the function keep the English trademark rhyme beauty Such as Kodak SONY Motorola Motorola DuPont Siemen Siemens Buick a Buick and so on Pure transliteration method is translated into Chinese translation standard is not accord with the combination of the words in Chinese conventional mode but the articulate and pay attention to the level and oblique tones and syllable length change nor ancient strange words thus easy for native Chinese speakers of Chinese consumers to accept novel and chic foreign flavor cater to the curiosity of people achieve the goal of the marketing
43 Liberal Translation
Free translation is also called the creative translation (Liang Zhejiang 20012001) is a trademark of conventional translation methods (such as transliteration literal translation chromatic half Italian translation) of a complementary aimed at different approach in a very rationally solve some persistent problems in trademark translation Trademark translation has its particularity it can and should have its own translation standards and translation methods The function of the trademark is to identify products to provide product information Trademark translation verve sometimes have to get rid of the bondage of the original trademark literal meaning to explore new ideas to create excellent translation Free translation is not constrained by the translation and the union of the equivalent of the original content and form but pay attention to the translation and the original function or effect of equivalence Such as imported milk powder DutchLady translated as mother milk powder is a good example This translation is not limited to literal meaning but instead reorganizing and the verve of the original trademark are interlinked(Pan Gong 19 27) in the same way is known for its global P&G (Procter& gamble) company＇s brand of shampoo Rejoice translated as rejoice Rejoice means joy and wonder if your meaning is translated into Chinese is flat featureless while rejoice break the original trademark literal meaning with elegant silky hair into contact American ford company in the world want to penetrate Taiwan automobile market competition is intense and joint venture with Taiwan and car factories respectively done and ford automobile manufacturing company launch a car Cortina Advertising the car after they leave they first encountered the problem is this brand how to translation after repeated thinking think that the product is targeted at young people and creatively put it into the run As a result the run a listed only because of a multitude there is a certain market In addition we can also meet in daily life such as Mild Seven all the Ball Shun card and so on are the result of the free translation
Chapter 5 Conclusion
In today＇s era of brand competition as the representative of commodity trademarks and translation plays an important role in marketing and indirect spiritual and cultural influence on society As a translator we must be good at gauge consumers＇ consumption psychology and flexible use of various methods and techniques of trademark translation draw lessons from the successful experience of the existing trademark translation learned their lesson English trademark translation must meaning beauty form beauty and sound beauty to shine in the business On the surface the trademark translation seems to be only a conversion between language and language is the carrier of culture so the trademark translation is a crosscultural communication The culture of a country or a region usually by different historical background values religion and so on factors The same brand name in different languages may cause different meaning due to cultural differences So in the process of translation from Chinese into English trademark must pay attention to of our country
The translation of English trademark looks be like simple but almost makes us nowhere It is difficult as to create a new brand name Translation from Chinese into English trademarks depends heavily on the translator＇s creativity and imagination also need a translator flexible use of trademark translation methods gauge target language consumers＇ psychology and in this way the brand name translation can bring unlimited business opportunities and vitality
Works Cited
Yang G Z On Beauty in Sense Sound and Form[J] Shanghai Journal of Translators Forence & Technology 1999
Xu J Beauty in Sense Sound and Form On Translation of English Trademarks into Chinese[J] Foreign Languages & Their Teaching 2002
ZhiJian B L On the Translation of Trademarks from Chinese into English[J] Journal of Ningxia University 2001
Liu F Some Crucial Issues In CE Translation of Trademarks[J] Chinese Translators Journal 2003
吴昊(Wu Hao)三美角度较泊秦淮两译文[J]校园英语2017(50)246
姚琴(Yao Qin)意美音美形美——Watson史记译[J]名作欣赏2017(32)6667+101
章晓昕(Zhang Xiaoxi) 三美视角诗·国风许渊英法译文研究[D]北京外国语学2017
孔萌哲李明秋(Kong Mengzhe Li Mingqiu)许渊三美理中国古典诗词翻译中应[J]文教资料2017(12)1617
梁宁宁(liang Ningning)翻译诗词三美原[J]科学众(科学教育)2011(04)150
王厚(Wang Houping) 美学视角文学翻译艺术研究[D]海外国语学2010
廖红(Laio Hong)解读诗歌翻译意美音美形美——许渊英译唐诗枫桥夜泊赏析[J]攀枝花学院学报2006(05)3639
许金杞(Xu Jinqi)意美音美形美——英文商标汉译[J]外语外语教学2002(10)4751
Acknowledgments
First of all I would like to show my deepest gratitude to my supervisor a respectable responsible and resourceful scholar who has provided me with valuable guidance in every stage of the writing of this thesis Without hisher enlightening instruction impressive kindness and patience I could not have completed my thesis The keen and vigorous academic observation enlightens me not only in this thesis but also in my future study I shall also extend my thanks to my parents for all their kindness and help I would also like to thank all my teachers who have helped me to develop the fundamental and essential academic competence My sincere appreciation also goes to the teachers and students from my university who participate in this study with great cooperation At last I’d like to thank all my friends especially my lovely roommates for their encouragement and support
淮北师范学科毕业文（设计）答辩记录表
答辩时间
2017 年 5 月 20 日
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学生姓名
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答辩容摘：
答辩组意见（选题意义资料数性创新性成果学术水写作规范化逻辑性存足处答辩情况等）：
成绩：
组 长 签 名：
答辩教师签名：
秘 书： 2017 年 5 月 20日
附件3：
淮北师范学科生毕业文（设计）成绩评定表
学院： 外国语学院 专业： 年级： 2013级
学生姓名： 学号： 指导教师：
题 目： 英文日文标题
指
导
教
师
评
语
容包括：学生写作态度科研作风文选题理意义实践价值否充分掌握基础理专门知识研究方法技水写作逻辑性技巧优缺点
成绩： 签名： 2017 年 5 月 15 日
答
辩
组
评
定
意
见
成绩：
答辩组组长签名：
2017 年5月20日
学
院
意
见
成绩：
院长签章：
2017 年5月21日
成绩评定表A4双面印
淮北师范学科生毕业文（设计）开题报告
题 目
英文日文标题
学生姓名
学 号
指导教师
学 院
专 业
职 称
选题意义研究状况：
选题意义：
研究状况：
容研究方法思路总体安排进度（包括阶段性工作容完成日期）：
容：
研究方法思路：
总体安排进度
2016年12月20日—31日 文选题
2017年1月1日—3月8日文开题
2017年13月9日—4月20文初稿
2017年4月21日—5月10日文修改
2017年5月20日文答辩
准备情况（查阅文献资料调研情况现仪器设备情况已发表撰写相关文等）：
已搜集劳伦斯作品子情说英文版2生态文学批评文献5生态批评文20余篇生态批评视角研究子情文10篇参考文献：
Beebe Maurice The Artist Theme D H Lawrence Sons and Lovers Ed Gamini Salgado Boston Aurora Publishers Incorporated 1969 4854
Lawrence David Herbert Sons and Lovers London Penguin Books 1981
范晓红（Fang Xiaohang） 子情解读劳伦斯生态哲思 吉林广播电视学学报 2011（9）：5456
鲁枢元(Lu Xuyuan) 生态文艺学 西安 陕西民教育出版社 2000
吴伟仁(Wu Weiren) 英国文学史选读 北京：外语教学研究出版社2009
张禹九(Zhang Yujiu) 子情 海：海译文出版社 2007
指导教师意见（研究意义创新点前期工作基础存难点困难建议等）：
建议手写
指导教师签名： 2017年3月6日
系意见：
系签名： 2017年3月8日
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