附2：学年论文格式

安徽工业大学工商学院英语专业

学 年 论 文

The Translation of the Tradenames

专 业 （使用三号宋体加黑，下同）

姓 名 学 号

成 绩

指 导 教 师

20xx年 11月

Contents

Abstract…………………………………………………….………………………..i 摘 要.……………………………………………………………………...…. iii 1 Introduction……………………………………………………………………..….1

2Trademark significance.............................................................................................2

2.1 Cultural properties of trademark…………………………………………………2

3Several Forms of Trademark Translation…………………………………………3

3.1 Special translation (另类译法)………………………………………………..3

3.2 Free translation (直译)…………………………………………………..........3

3.3 Transliteration (音译)…………………………................................................3

4 Conclusion…..........................................................................................................13

The Translation of the Tradenames

Abstract: Trademark is closely related to the commodity. A good trademark can make desire to inspire people to buy . In order to achieve maximum benefits . so , trademark as a special symbol , a commodity producer or operator to make their own production is very helpful to attract consumers and let them to buy . In the cognitive framework of pragmatics relevance theory , human communication behaviour will produce the best expectation to try to deal with minimal effort to obtain adequate contextual effects, to achieve commeracial success.

Key Words: Trademark; a special symbol; attract consumers

摘 要：英文商标是一种特殊的商业语言符号，他是商品的灵魂文化的核心部分。是企业参与竞争，打入市场的重要武器，商标翻译并不是简单的把它字面的意思表达出来，而是通过翻译者把商标本身所含有的特殊意义给表达出来，这种翻译也就是两种文化间相互移植。译者在翻译过程中要特别注意商标本身的文化内涵，再与地方文化相结合，才能准确的表达出原商标本身的美好寓意，这就需要我们译者本身要充分了解中英两国的历史文化，不然很难传神地表达出商标所要表达出来的真正含义。

关键词：英文商标， 翻译 ， 商业语言符号

1 Introduction

In the circulation of commodities, the trademark is a symbol

of their products. It has become an important way to advertise their products and establish a good corporate image.They use trademarks to develop the potential of their company and promote the trade in international market. Preferring to some translation instances of Englishtrademark at home and abroad, this thesis concluded some main characteristics, and talked about some principles in translating the trademarksto do the translation correctly, faithfully and accurately and enhance the competitiveness of goods and help enterprises to obtain goodeconomic. A good trademark is to maintain the original cultural connotation of translation at the same times brings culturaldifferences to avoid unnecessary misunderstanding,to adapt to consumer psychology,left a deep impression to customers to achieve sales success.

2 Trademark significance

2.1 Cultural properties of trademark

China have a history of five thousand years of ancient civilization, rich cultural heritage, such as "White Rabbit 大白兔"," China Moutai wine 茅台酒" and so on. There is a very rich cultural connotation, reflected in the mark, and also shows the strong oriental culture Color Language is the carrier of culture and also an important part of culture. Each country has its distinctive cultural national identity, and through the carrier of culture ----language to reflect, which also determines the national character. World culture has enriched the world culture, but it also creates a barrier to intercultural communication. Because the trademark is a symbol used to convey information, and a special language with a specific significance.Such as Taylor says : Cultural properties of trademark Culture is a complexity which is including knowledge, belief, art, morals, law, custom and all the habit in human society。

3

Several Forms of Trademark Translation

3.1 Special translation (另类译法)

Many trademark can not be translated , because of the different geography and culture between the English and Chinese country. For example “Zephyr” (西风), for the British people , westerly wind is warm and genial because the westerly winds blew form the Atlantic . But for the Chinese people frigid winds always blew form the north . So it is cold not warm ,”Ancient path and a poor horse in the west wind . A heartbroken man is walking towards the westering sun to the skyline” “Autumn Thoughts”. Ma zhi yuan . So if simply translate the “Zephyr” into “Westerly” will not felicitousness. “LURALISM OF STANDARDS IN BUSINESS ENGLISH TRANSLATION” (Li ming qing) . So In the translation of such trademark, you should properly understand the various characteristics in the expression, taking into account the cultural habits of consumers, and aesthetic psychology, which should also be appropriately increased performance, quality and other aspects of vocabulary, so that trademark is more clearly and more complete. For example , One from the ancient Chinese idiom ----- Draw A Snake and Adding Feet to It（画蛇添足）. It means do the etra work is no use instead of turn out to be a clumsy sleight of hand（in English ）.

3.2 Free translation and litelal translation Liberal Translation The so-called literal translation is the method

which based on not contrary to the language specification, and association does not cause an error or misunderstanding, retaining the image of the original meaning and syntactic structure in the translation. Literal translation is to convey the original semantic translation directly, this loyalty to the original meaning of trademark, but often Yu Zai Yuan limitations and pragmatic meaning of elegant trademark. If English trademark Blue Bird (car) awarded the Nobel Prize for literature in the Blue of pantomime Bird Bird Blue, the symbol of happiness. But Chinese "bluebird and inspired our consumer associations, the beautiful blue jays" namely ""." Consumers will soon to tang poetry: "three go without much peng shan this way, after watching", diligent for exploration of birds is peng lai, angel fairyland bluebird translation is the literal translation. Such as China's "Peacock” trademark can not be translated as "Peacock", this is because in western countries peacock is proud,

self-content. That can be imagined sales of goods will not be very good. “PRACTIAL COURSEBOOK ON BUSINESS TRANSLATION”（商务翻译务实）. “Talk of the devil, and he is bound to appear.” in Chinese means “说曹操曹操到”. They are within similar meaning, but from different cultural. There is an another case “where are the snows of yester-year?” in Chinese means “去年的白雪今何在。”. They are also from different cultural.

3.3 Transliteration (音译)

The method, namely, the original trademark translation into pronunciation sounds similar or identical purpose language translation method, which can be divided into pure translation and translation homophonic two. Pure translation is also called direct method, i.e. transliteration words according to the foreign languagetrademark pronunciation, choose the same or similar characters together, these phrases in Chinese often have no meaning. phonetic Transliteration Phonetic Transliteration based on that according to its pronunciation the language association does not contravene does not cause errors and misunderstanding of the premise. he English pronunciation of the trademark is same or similar to Chinese characters. From the English pronunciation can easily find the corresponding trademark name, this translation method is called Phonetic transliteration. This approach is in accordance with the pronunciation of foreign trademarks, associated with the Chinese words that sound similar, but the words chosen should be able to highlight the product features at the same time, nature and appearance. Language translation of the mark, the Phonetic transliteration is the simplest and most common used translation methods. It is vivid and intuitive, simple. For example : Hovver (胡福) Vacaun cleaner . It’s the name of the producer WilliamHenry ; Rael-Brook (雷尔-布鲁克) men’s clothing , it’s also the name of the company founder H.Real-Brook. A lot of tradenames also used placename , such as Nokia(诺基亚) according to a Northern Dutch Town called Nokia. Santana (桑塔纳) ， sa tana the original is the name of a Mountain Valley in southwestern California. When some commodity comes into different market, translators should consider from the point of the use of homophonic translation firstly. Well-known Internet search engine "Yahoo!" the Chinese name turned into "雅虎", full of fun and attracted a lot of attention. "Tiger" in the Chinese mind is the king of beasts, is a symbol of dignity, highlighting the "Yahoo!" in the top position in the Internet. With the addition of that small size, if people like the "elegant 雅"word, so cute little image of the tiger jumped into the users mind, closer to users, and more liked by users.

”BUSINESS TRANSLATION STUDIES” (商务翻译概论)

4 Conclusion

Conclusion Translation of the trademark is a comprehensive art, which involves linguistics, rhetoric, psychology and aesthetics were popular science and other aspects of knowledge. Trademarks are the first face of products, which is not only the "lifeline ", but also shoulder the communication of different cultures, aesthetics, values, responsibility. Good trademark translation products can narrow the distance with consumers .It is not just a translation of the trademark and other semantic issues, and more is a prominent feature of the re-creation of goods, the emphasis is the original and have equal or better performance and appeal. Therefore, the translator should strive to meet the consumer's psychological and aesthetic taste, make it vivid, live, harmonious, full of creativity and imagination, so that goods is more competitive in new markets. Thus, despite the trademark translation and concise, but words but very difficult. Only the ability of consumer psychology, respecting national habits and properly use the trademark translation methods and techniques, just can make the standard in the war of leading consumer, promoting consumption. A good commodities, plus a pleasant two-syllable name means. Good trademark translation embodies the translation techniques and the perfect combination of art aesthetics, also can bring good commodities effect.

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