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:

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[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.