Translation methods and principles on trademark
Abstract: The growing importance of trademark translation, this
paper discusses the practical point of view of the applicable trademark
translation method, summed up in trademark translation principles to be
followed in order to help promote the translation of these activities are more
standardized.
Keywords:
trademark, transliteration, translation, translation shift, in principle,
Introduction
China's trade and economic exchanges with countries in the world has
become increasingly active, more and more foreign products into the domestic
market, while there are more domestic products into the world market.
Enterprise trademark is a tool to promote and market products, but also
consumer awareness or purchase of goods wizard, its role has been more and more
companies paying attention, so the translation of trademark methods to improve
the quality of translation mark is extremely important part. The author
combines his trademark characteristics, and translation of trademark research,
From a practical point of view of trademark translation methods were applied to
explore further.
First,
the translation method
According to Peter Newark's plan for the type of text, trademarks,
text should be grouped for the call type (vocative text among the proper nouns
(proper names). For this type of text translation method, which is classified
as a reader-centered communicative translation ( communicative translation,
focusing on discourse and Discourse functions and seek the reader's response to
the same translation, but to discuss the translation method, but also to
further consider the rationale for its meaning (semantic motivation. mark roughly
three sources: 1, derived from proper nouns (example: 'Zhang Koizumi' scissors,
Philips appliances), 2, derived from common nouns (such as: 'The Seagull'
camera, 'playboy' clothing, 3, from the imaginary terms (such as: 'Lucky' film
for the first Such trademarks commonly used transliteration, such as
'Philips-Philips' and the second translation method is used, such as the 'pearl
- pearl', the third category can also be used transliteration translation above
method is a general rule, trademark for a particular in the end should be used
to that kind of translation is required depending on the circumstances and the
actual effect may be. general point of view, trademark translation can be used
four methods: 1, transliteration (transliteration; 2. the translation method
(free translation), 3, sound and meaning binding assay (combining
transliteration and free translation; 4 shift translation (transference.
(A
Transliteration
Transliteration method that is based on the pronunciation of the
word translated into law would be willing to spell out the translation of the
text method. A considerable part of the mark, especially proper nouns and
fanciful words often do not have any trademark semantics, but only as a symbol
to identify used in this case, the translation does not pass the name of their
main semantic information, but to create pleasing aesthetic, reproduction of
the original beauty of phonology, or reflect the implied trademarks exotic. To
achieve the purpose of this type of translation, transliteration method comes
with a more appropriate choice, for example: 'Audi' (cars, 'Hilton'
(cigarettes, 'Coca-Cola' (drinks are translated as 'Audi', 'Hilton 'and' Coca
Cola 'domestic products' Maotai '(wine,' Konka '(appliances,' the Link
'(elevator, were translated into' Mao Tai ',' Konk ',' Shang Ling '. these
marks themselves are do not have any meaning, translation is not only the
target language pronunciation habits, but also qualify as a trade mark should
be simple and neat features, after all, brand name translation works.
(B
translation method
Translation method is a departure from the
sense, expressed in the original effect. Intended to reflect the translation is
sometimes more functionality and quality of goods such as made of 'Dynasty'
wine, 'permanent' bicycle, 'Sun God' oral, imports 'Blue Ribbon' beer, 'Crow'
car, 'International' radio, etc. If the translation of these brands still use
the transliteration method, not only would significantly undermine the original
mood of the United States, it is difficult to achieve the original effect to
attract consumers, and there are too many words may cause inconvenience to the
memory, while using the translation is able to effectively reproduce the
original conception, while avoiding lengthy translation problem is a more
viable method of translation, such as the United States Trademark cigarettes
'Good Companion 'If the translation is' good friend ', the simple and people
will feel a sense of Chinese trademarks is the same reason.
(Three-tone,
free translation binding assay
No practical significance for the original trademark, according to
the target language pronunciation rules for transliteration, while taking into
account the wording of the target language but also culture and consumer
acceptance of psychological characteristics, the actual meaning of a certain
rich translation, resulting in content and achieve a balance between sound and
meaning in form, this method of combining translation transliteration is a
trademark of translation but also an ideal choice because it not only from the
formal representation of the original pronunciation of the name of the United
States, the content can also reflect characteristics of the product.
(D
shift translation
Move the original translation is moved
intact to the translation. Relative to the previously mentioned types of translation, which is
the simplest one should be in English, some of the trade mark by company name,
product name composition and other words or product composition, because the
name is too long inconsistent with trademark characteristics, whichever acronym
form in Chinese, if we take the original transliteration or free translation,
the name will also appear too long. In this case, translation may well solve
the problem with the transfer of good policy.
Second,
should follow the principles of trademark translation
(A
useful principle of association
Mark on a certain
impact on consumer psychology. Trademarks properly, to adapt the psychological needs of consumers,
it will cause people to rise and stimulate the desire to buy, on the contrary,
if the mark is likely to arouse negative associations, it will certainly make
great promotional products discount, such as: 'Fang Fang' series once popular
cosmetic Chinese city, the English trademark translation 'Fang Fang'.
translator in transliteration, but forgot to Fang while the word in English can
mean 'Spike' or 'snake of teeth. 'Fang is not a response, and one would not
scary, daunting! The British food company with 'Anchor' as its trademark, the
metaphor is easy to make the original consumer satisfaction, the ship broke
down after the park is no longer drift, stable and reliable product quality
analogy, but if directly translated into Chinese means 'anchor' or ' anchor
position ', it is unlikely the Chinese people and the food quality and reliable
link, if the transliteration of' encore ', people will naturally link to'
security, peace of mind, lovely 'and other words, the trademark association
with the goal is achieved the. Links to free download http://eng.hi138.com
(b) to
avoid fan on the principle of simple catchy
Some English trademark itself is longer, if the transliteration will
appear exactly as difficult to pronounce or remember the translation should be
flexibility, emphasis on skills such as: American film 'Kodak', if the strict
translation of their pronunciation, should be translated as 'Kodak grams,
'single fact' Kodak 'was really familiar to consumers, not only because of its
simple and catchy, but also because it can more easily on the phonology to the
product so that consumers think of the performance (' Kodak 'and press shutter
'clicks' are similar.
(Three
principles of cultural differences
The culture of a country or region, often by language, religion,
values, attitudes, educational level of technology, material and cultural
level, social organization, political and legal factors, therefore, the
translation should be fully taken into account trade mark product sales
countries and regions, culture, history and customs.
(D
strive for perfection standard uniform principles
For the same mark, often have a variety of
translation, but translation will give businesses and consumers more than
inconvenience or even loss. Therefore, the trademark should be possible to try to translate a
variety of ways, constantly, as appropriate, to select the most appropriate The
most prominent of the translation. For example: the U.S. production of
disposable camera 'Polaroid' there 'was Polaroid', 'Polaris was', 'Polaroid' and
'Pola Roy was' four translations, I believe that should be unified as 'Polaroid
. 'Again, Hainan, there are many companies like to use the' Sunshine 'as their
products are trademarks generally transliterated as' San Xiang ', the
translation itself is not inappropriate, but if it changed to' Sun Shine 'would
be better.' Sun Shine 'both and' Sunshine 'in pinyin homophonic, in English,
there are' Sunshine, 'meaning, a symbol of the product has a bright future.
Third,
the conclusion
In the instance of a large number of trademark translation based on
the analysis, summarized in trademark translation should follow the four
principles, and summarized according to their own understanding of trademark
for four methods of translation, but the trademark translation involves
marketing, advertising, customer psychology, aesthetics, and even
cross-cultural communication, which determines the complexity of the process of
translation, trademarks translated to make the perfect, to simple, easy to
read, understand and easy to think of the general requirements, can only rely
on translators in the practice continue to explore, repeated as appropriate.
References:
[1] Zhu E Trademarks
word translation theory and method [J]. Zhaotong Teachers College, 2004,26 (2:47.
[2] Shi Yujuan from cultural differences to see the methods and
principles of trademark translation [J]. Shenyang Institute of Technology (Social
Sciences, 2005,1 (two seventy-eight.
[3] Tang Yan-Jiang Trademarks Translation of the cultural phenomenon
of aphasia [J].
Shandong Foreign Language Teaching, 2004 (98:95-97.