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重点论文网    文科论文    英语论文    商号、商标及公司名称翻译
创建时间:11-19

商号、商标及公司名称翻译

一、综述国内外对本课题的研究动态,说明选题的依据和意义:
对于商标、商号和公司名称的翻译,国内外已有众多研究,尤其商标英汉翻译研究众多,像朱亚军的《商标命名研究》一书和其发表的《商标名的翻译原则和策略》(外语研究2013年第6期),贺川生编著的《商标英语》等都研究了商标的命名和汉译,在中国翻译和中国科技翻译中均由较多的关于商标的翻译艺术、标准、原则等各类研究文章,但目前现存的诸多翻译标准等并不完全适用于商标、商号和公司名称的翻译。所以,商标、商号和公司名称的翻译方法也就有其特殊性。
作为商品符号的商标起着举足轻重的作用,商标的翻译也就不可忽视。而相对来说国内外对商号和公司名称的翻译研究较之甚少,商号、商标和公司名称三者是互相关联的,在意识到商标的品牌重要性之后,同时不能忽视商标和公司名称的汉译。
国内学者多在中文领域探讨了商号、商标及公司名称的翻译,包括在翻译过程中的原则、策略、其语言特征和分析等各方面进行研究,结合英语翻译理论等还是具有一定的局限性。

二、研究的基本内容,拟解决的主要问题: 
本文首先简要介绍商号、商标和公司名称,继而分析商号、商标和公司名称英语的特点,同时回顾和讨论国内外具有代表性的有关翻译定义、翻译研究、翻译过程及翻译标准的理论,通过对前人提出的有关商号、商标和公司名称的翻译研究为基础,结合相关学者在研究商号、商标和公司名称的翻译的理论依据、研究步骤以及研究方法。进行材料分析和总结,从商号、商标和公司名称的命名特征翻译的原则及技巧和对其的翻译方法应注意的事项两个层面分析了商号、商标和公司名称的翻译特点及其方法意义。结合商号、商标和公司名称的翻译问题从文化角度强调商标的翻译方法,以及针对商号、商标和公司名称的命名和以往研究成就,来论述如何提高对商号、商标和公司名称的翻译的质量。总结出在这商号、商标和公司名称的翻译中,对于他们的重要性和特点进行的研究。 
三、研究的步骤、方法、措施及进度安排: 
1. 研究步骤:
(1)    在指导老师的帮助下,通过网络资源以及图书馆的资料,收集所写论题的相关文献,了解国内外对商号、商标及公司名称翻译的研究状态和研究成果,确定论文题目;
(2)    整理、总结和综合已有资料,写出论文提纲;
(3)    在国内外主要学刊书籍和网络上收集的商标、商号和公司命名特征作为研究语料,具体详细分析了其中的翻译方法;
(4)    综合已有的资料和语料分析结果,完成了开题报告;在指导老师的指导下,完善论文提纲,从理论知识着手商号、商标和公司名称的翻译;从三个方面完成初稿,并交由指导老师审阅; 
(5)    根据指导老师的修改意见,进一步完善论文的结构与内容;
(6)    交第二稿、审稿、最后定稿答辩。

2. 方法及措施:
   通过图书馆、因特网以及指导老师所提供的资料,查找相关领域的最新理论、收集资料和研究语料;分别阐述商号、商标和公司名称的命名特征;总结这三者的翻译方法;研究其中各类翻译原则和方法并提出个人意见;指导老师的帮助和指导;同学之间的交流与沟通。

3. 进度安排:
(1)选题、定题:2
(8)答辩:
四、主要参考文献: 
[1]  Hu, Qingping.“Semantic Translation”. Chinese Translators Journal, (2011)28-31.
[2]  Jin, Hanshen. “Advertising Translation. What and How”. Sichuan: Journal of Sichuan International Studies University, 3(2010):96-100.
[3]  Nida, E.A.Language, Culture, and Translation. Shanghai: Shanghai Foreign Language Education Press, 1991.
[4]  Nida,E.A. & C.R. Taber The Theory And Practice of Translation. Shanghai: Shanghai Foreign Language Education Press, 2014.
[5]  Newmark,P. A Textbook of Translation. Shanghai: Shanghai Foreign Language Education Press, 2011.
[6]  Randall, G. Branding. London :  Kogan Page Ltd., 1997.
[7]  Hoad, T. F. Oxford Concise Dictionary of English Etymology Shanghai: Shanghai Foreign Language Education Press, 2010.
[8]  Ye, Yu. “Trademark Translation And Culture Associative Thinking”. Jiangxi:          Science & Technology Economy Market. 11(2016):303-305
[9]  Zhu, Yajun. Research on Naming Trademarks. Shanghai: Shanghai Foreign Language Education Press, 2013.
[10] 郭建中:《文化与翻译》。北京:中国对外翻译出版公司,2011年。
[11] 贺川生:《商标英语》。湖南:湖南大学出版社,1997年。
[12] 刘法公:“论商标汉英翻译的几个关键问题”,《中国翻译》,6(2013):68-71。
[13] 李小林:《新编实用商标手册》。 北京:中央民族大学出版社,1994年。

Contents

Introduction…………………………………………………………………….1
1 Importance of Naming in Business……………………………………………1
2 Characteristics of Naming in Firm, Trademark and Company Names………2
2.1 Linguistic Characteristics of Firm, Trademark and Company Names…3
2.2 Cultural Characteristics of Firm, Trademark and Company Names……4
3 Problems in Translation of Firm, Trademark and Company Names………4
3.1 Problems in Chinese-English Translation………………………………4
3.2 Problems in English-Chinese Translation………………………………6
4 Methods of Translation of Firm, Trademark and Company Names………….7
4.1 Adapting to Purchasing Psychology…………………..…………………..8
4.2 Adapting to Religious Elements and Allusions………..…………….….9
4.3 Adapting to Politics and History……………………..……………….11
4.4 Adapting to Age, Sex, and Race………………….……………………12
Conclusion………………………………….…………………………………14
Works Cited……………………………………………………..……………16
Acknowledgments……………………………………………………………17

 
Introduction
 As China’s reform and opening-up progress further, translation of firm, trademark and company names has become an important aspect in economy and culture. For the year of 2006, Coca Cola once again appeared at the top of International brand’s list of the “100 Best Global Brands”, with an estimated value of $70 billion. Closely behind in the second place was Microsoft, with an estimated brand value of $65 billion. There are many reasons for their high brand values. One thing is certain for us that we should pay attention to the translation in business, especially to trademarks because of a well-translated trademark will help attract consumers and inspire their enthusiasm for purchase. We are in an age of globalization, when business around the world spare no effort to market their products or services in the world market place and to build their brand images on a global basis. Before entering the world market developing the right international brand names has become a very important marketing strategy for most businesses. If a company is to make a successful move into a foreign market, it is essential for it to translate all relevant documents into the language, including translating its firm, trademark and company name.
This thesis will discuss the translation of firm, trademark and company names in four sections. In section one, it analyzes the importance of naming in business, because trademarks and company names are visible representation in consumer’s mind. In section two, it discusses the characteristics of naming on firm, trademark and company names from the perspective of linguistics and culture. Section three analyzes the problems in today’s translation of firm, trademark and company name both in Chinese and English. In the last section, it discusses translation methods adapted to the culture elements.

1 Importance of Naming in Business
With the globalization being the current trend, manufacturers, especially those Chinese ones, should try to internationalize their trademarks, firms and company names to survive in the fierce competition. First, there are some definitions about trademark:

An internationalized trademark should be “easy to understand and pronounce in any language”. It marks a new stage in trademark translation (李小林 208).Trademark defined by the Oxford English Dictionary is that a mark (secured by legal registration or, in some countries, established by use) is used by a manufacturer or trader to distinguish his goods from similar wares of other forms, usually a distinctive device or figure, a fancy name or trade name, or the name of an individual or firm, masked or impressed on the article or upon the package, etc., in or with which it is sold (Ye Yu 303). 

Trademark is somewhat a bridge across commodities and consumers. While consumers are used to judging whether a product is good or not; in accordance with its trademark, they ask advertisers to make the best use of an acceptable trademark. It is said trademark is effective if not leading to just the opposite. To some extent, trademarks are popular, enterprises are popular; and trademarks are unpopular, so are enterprises.
Trademarks are the symbols of goods, which leave the first impression on people, and have directly impact on consumers’ visions, hearings and psychology. Therefore, excellent trademarks will greatly meet these demands. Superior firms, trademarks and company names have clear visions. 
In the modern world of commodity economy, as a special type of commodity, trademark has penetrated into public life. The firm, trademark and company name are the representations of the enterprises. Their naming is not a new language phenomenon along with the development of commodity. We can do well in the translation of firm, trademark and company name after we research their naming. And we pay more attention to them when we have idea of their importance.

2 Characteristics of Naming on Firm, Trademark and Company Names
This section intends to describe the specific characteristics of firm, trademark and company name. The cardinal aim of a trademark is to attract the consumer’s interest. The trademark is somewhat a person’s face. It has its own characteristics. Also the firm and company name have their characteristics. Next, I’ll discuss their characteristics in the aspects of linguistic and culture.
2.1  Linguistic Characteristics of Firm, Trademark and Company Names
The firm, trademark and company name represent the image of the factory owner and the commodity. “The trademark is much more important than the commodity itself” is a motto admitted faithfully by the advertisement designers in the western countries. For their linguistic characteristics, we may talk about it exactly in the following three aspects: informative characteristic, creativity, and conscience of style. The sale merchants have a distinct goal that which kinds of people would be the main consumers for the commodity. For the informative characteristic, the translation 

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