On the Mistakes Committed in the EnglishChinese Trademark Translation and Its Rectification throug.docx
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On the Mistakes Committed in the EnglishChinese Trademark Translation and Its Rectification throug.docx
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OntheMistakesCommittedintheEnglishChineseTrademarkTranslationandItsRectificationthroug
OntheMistakesCommittedintheEnglish-ChineseTrade-markTranslationandItsRectificationthroughDomestication
Abstract
TrademarkissomewhatabridgeacrosscommoditiesandconsumersaswellasChinesecultureandEnglishculture.However,thiskindofbridgeisnotalwayseasytobuildasitcontainsmanydifferentorevencomplicatedcomponents—history,culture,customs,aestheticinterestetc..Plus,ifproducerswantconsumersunderstandwhathisproductandtrademarkmean,hemayaswellusethetooloftranslationwhichhastwoskillswecanapply,i.e.domesticationandforeignization.Besides,manufacturerswhowanttoexpandtheirenterprisestendtohavetheplanofmarketinghisgoodsinthenativecountry,sohehastopresentthetranslationversionwhichcanbeunderstoodbycustomersinthetargetmarket.Inordertoachievethisgoal,thewritersuggeststhetheoryofdomestication,takingtargetcultureintoconsiderationandmakingtheconnotationhiddeninthetrademarkunderstood.
Inthisessay,thewriterexploresthemistakescommittedintheEnglish-Chinesetrade-marktranslationandsuggestssomerectificationsthroughdomestication.Inthefirstpart,thewritergivesanintroductionoftrademarktothereaders.Then,fivefactorsinfluencingtheaccuracyofthetranslationarebroughtuptolayabasisforputtingforwardatypicaltranslationway—literaltranslation,whichisanalysedinthethirdpartandarectification—domestication,whichisexplainedinthefourthpart.Besides,inordertoconvincethereadersmore,thelastbutonepartbringsthereaderssomeexamplesthataretranslatedorcorrectedbyapplyingdomestication.Intheend,thewriterconcludesthattheapproachofdomesticationishelpfulforsolvingtheproblemsabove.
Keywords:
Trademark;literaltranslation;domestication;foreignization
OntheMistakesCommittedintheEnglish-ChineseTrade-markTranslationandItsRectificationthroughDomestication
Outline
ThesisStatement:
Throughanalyzingtheeconomybackground,fiveinfluencingfactorsandtheappropriatenessintheEnglish-Chinesetrademarktranslation,thewriterarguesthattheapproachofdomesticationcanbehelpfulforsolvingtheproblemsabove.
I.Introduction
II.TheFactorsInfluencingtheAccuracyofEnglish-ChineseTrademarkTranslation
A.HistoricalFactors
B.NationalCustoms
C.SocialIdeology
D.AestheticInterest
E.TheStatusQuo
III.TheAnalysisonOneTypicalWayofEnglish-ChineseTrademarkTranslation—LiteralTranslation
IV.ExplanationofDomestication
V.TheApplicationofDomesticationtoEnglish-ChineseTrademarkTranslation
VI.Conclusion
OntheMistakesCommittedintheEnglish-ChineseTrade-markTranslationandItsRectificationthroughDomestication
I.Introduction
Inthemodernworldofcommodityeconomy,especiallyafterChina'sreformandopening-upaswellasitsenteringintoWorldTradeOrganizationin2001,enterprisesinourcountryhaveincreasedlikemushroomsafterrain.Beingfacedwithopportunitiesandchallenges,ChinesepeoplegetintouchwithmoreandmoreEnglishorotherlanguagestrademarks.Whatisatrademark?
Trademark,definedbyTheOxfordEnglishDictionary,isthatamark(securedbylegalregistrationor,insomecountries,establishedbyuse)isusedbyamanufacturerortradetodistinguishhisgoodsfromsimilarwaresofotherforms,usuallyadistinctivedeviceorfigure,afancynameortradename,orthenameofanindividualorfirm,maskedorimpressedonthearticleoruponthepackage,etc.,inorwithwhichitissold.1Trademark,asaspecialtypeofcommodity,haspenetratedintooureverydayliveswitheverypersonatalltimesandplaces.Soasuccessfultrademarktranslationplaysavitalroleinincreasingthesales,improvingamanufactory’simageandraisingacompany’sstatusintheworld.However,evenaprofessionaltranslatorwhodoesnothaveagoodpossessionofgeneralknowledgeofthecountryspeakingthesourcelanguage(SL)cannotproduceaproperversionoftranslationintargetlanguage(TL).Plus,richculturalconnotationthesetrademarkscontainwilloftenbarthewayofunderstanding.
Inthisessay,thewriterpaysmoreattentiontofindoutabetterwaytoreachasuitabletranslationoftrademarks.Thewriter,firstly,willanalyzethefactorsinfluencingitsaccuracy;then,aclearexplanationofliteraltranslationanditsharmisgiven;next,anapproach,domestication,anditsspecificutilizationinthecorrectionoftranslatingerrorsispresented;last,thewriterreachesaconclusionofthisstrategybeingabletosolveproblemsmentionedabove.
II.TheFactorsInfluencingtheAccuracyofEnglish-ChineseTrademarkTranslation
A.HistoricalFactors
Trademarksometimeselicitshistoricalculture,fablesandsoon.Themoredesignersandtranslatorsknowaboutthecountry,themorewonderfuloutcomeoftrademarkis.Englishtrademarkshavesomewhatindicatedwesternculturalcharacters.TheycomefromGreekandRomanmythology/historicpersonfairytalesplaces,suchas"dupout"(aperson'snamewhoisthefounderofachemicalandindustrycompanyinAmerica)and"Avon",thewholename"stratfort-on-avon",Shakespeare'sformerresidence,nowusedforasortofwell-knowncosmetics.Whenitwasusedasatrademark,itwascutshortforthesakeofeasy-to-remember.WhenitwasintroducedintoChina,Avonwastranslatedas“雅芳”,whichinChinesemeanselegantandbeautiful.Thistranslation,givingconsiderationtoboththepronunciationinEnglishandthemeaningwhentranslatedintoChinese,isthecombinationoffreetranslationandsoundtranslation;ChinesetrademarkalsocarriesonChineselonghistory.Like"kongfujiajiu","wuliangye"and"taishantequ",allare,tosomeextent,relatedtoourcivilizationoffivethousandyearsbecauseConfuciusandhislearningschoolsomewhatlayafoundationofChineseculture.
B.NationalCustoms
Trademarkshouldcoincidewithspecificsocialcustoms,religionsandpersonswhosharethesamenationalityorethnicgroupbecauseagreatnumberofpeoplecontributetothecreationofanationalculture'sdevelopment.However,asanabstractconcept,thepredictionsofnationalculture,theproperuseaboutlanguageandwhatsymbolsmeancanonlybegeneralized.Forexample,asforcolors,peopleindifferentculturesorowningcustomsofgreatdifferencemayhavedistinctfeelings,however,peopleinthesamecountryorholdingthesamepsychologymayhaveasimilarideaaboutcolors.InBrazil,nativepeoplehatethecolorofpurple,sinceitstandsformourning,whileinChina,thiscolorrepresentsromanceandmobility,soyoungpeopleinourcountrypursueit.
Herehasanotherobviousbutoppositeexample—"youngor".Itbotharousesnon-misunderstandingwhenmarketinginEnglish-speakingnationsandputsourChinesetraditionalcultureintothisbrandwhentranslating.Itsmanufacturer,actinguptothecharacteristicsofthecommodity,thesoundandconnotationofChinesetrademark,settingthisproductinthegroupofyoungpeople,creativelydesigns"youngor".Thistrademark’sEnglishtranslationlaidstressonitspronunciation,brandpositioningandculturalimplication,spreadingChinesebeliefsintoforeignculture.
Next,let’sseesomeothertipsorattentionsweshouldpaytowhentranslating.Panda,whichlookslikepig,ispoorlyreceivedintheMuslimcountriesbecausethesecountriestraditionallyprohibitpork-eating.SoanytranslationrelatedtopandawillabsolutelybeunfrequentedinMuslims.
Lotus,arepresentationofpurityandeleganceinChina,ishatedinJapanasthiskindofflowerisonlyusedinthefuneral,standingfordeath.
Anappliancebranded“东风”,meaningwarmwindsandhopesofliving,theoreticallyshouldbetranslatedas“eastwind”,however,whentradedintowesterncountriesitisnamedas“westwind”,though.
Allthethingsmentionedaboveareonlyasmallpartofnationalcustomsandreligionbeliefsthathaveinfluenceonthetrademarktranslation.Theyhavewitnessedanation’sdevelopmentthroughoutgenerationsoritslonghistoryandshouldbewellconsideredwhenitcomestotrademarktranslationforthereasonthatonlybytakingtheseinfluencingfactorsintoconsiderationcanwereachaproperor,wemaysay,aperfectversion.
C.SocialIdeology
Forone,theessenceoftheculturalconnotationoftrademarkisrestrictedbysocialideologywhichmeansseriousinthemindsofpeople.Everycountryhasitsownlaws,regulations,moralsandstandards,therefore,trademark’stranslationshouldbechosenwithinthelimitationsofsocialideology.Otherwise,trademarkinonecountrycannotenteranotherormaycreategraveconsequences.Like"redcross",orsomewhatsimilartoitisprohibitedinourcountryforthefactthat"redcross"isthenameofaninternationalhygienicorganization.
Foranother,socialideology,almostequalingtonationalideology,isthepsychologicalcharacteristicsshapedbyanation’scultureduringitslongevolution.Becauseofthedifferencesofecoenvironment,historicalchanges,religionbeliefs,politicsandeconomics,thepsychologicalcharacteristics,whicharedistinctbetweennationsforsure,produceallformsofvalues,ideasandconsumers’psychology.Forexample,aradiobrand“海燕”wastranslatedas“Petrel”inaccordancewiththesetwoChinesecharacter’sEnglishtranslation.However,petrelisabravebirdwhichfightsagainsthardships,sufferingsanddifficultiesintheocean,presentingaspiritofdauntlessnessinChinawhileinEnglish-speakingnationsitreferstoabirdthatmaybringadversity,darknessandviolence.
Besides,thewriter
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