On brand names and the brand translation 文化差異中的商標(biāo)翻譯

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1、Onbrandnamesandthebrandtranslation【Abstract】Abrandisshownbyaname,aword,asign,asymbol,adesignora?combinationofthem.Itisintendedtoidentifytheproductsorservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetitors.Brand-namingitselfrepresentsastrategicallyimporta

2、ntissueandmaydeterminethesuccessorfailureofaproduct.Agoodbrandnamecanalsosavemillionsofdollarsovertheproduct'slifebecauseitcarriesitsownmeaning,describestheproduct'sadvantages,anddifferentiatestheproductsignificantlyfromitscompetitors.Byreadingthebrandnames,itiseasytotellthepro

3、ductsfromonetotheotherandtoknowthecharactersofproducts.Forthegoodbrandhasthefunctionsofdistinguishing,providinginformationofproductsandbeingsymbolofcredit,thegoodbrandhasagoodadvertisementfortheproductandhelptotakeinalargermarket.?Withtheglobalizationofworldeconomy,especiallywi

4、thChina’sentryintotheWorldTradeOrganization,moreandmorepeopleinChinahaverealizedtheimportanceofgoodbrandnamesandinternationalbrandnamesinpromotingsalesandcultivatingmarkets.Itisthereforenotonlynecessarybutalsourgenttostudyonbrandnamesandthebrandtranslationupgradetoanewlevel.The

5、mainobstacleofbrandtranslationisthedifferentcultures.Theculturaldifferencesarerepresentedbytheformsoflanguage.Duetothefactthatbrandsaremainlydescribedbylanguage,therearesomedifficultiesinthebrandtranslation.Then,inthispaper,apartfromsomegeneralknowledgeaboutbrands,theculturaldi

6、fferencesbetweenEnglishandChinesebrandsareshownandsomemistranslationsaregiven.Whatismore,inordertoavoidtheculturalconflictsintranslation,somecommonskills(includingTransliteration,?SemanticTranslationandTrans-semanticTranslation)andsomecreativeskills(EffectivenessTranslation,Cha

7、racterTranslation,ApproximationTranslationandEleganceTranslation)areprovided.Andattheendofthepaper,somegeneralprinciplesofbrandtranslationaregivenforagoodbrandtranslation.【KeyWords】brands;?culturedifferences;?translation;?skills?【摘要】商標(biāo)是商品和商業(yè)服務(wù)的標(biāo)記．它是指商品生產(chǎn)者、經(jīng)營者、服務(wù)提供者為了使自己生產(chǎn)、銷售的商品

8、或提供的服務(wù),在市場上與其他商品或服務(wù)相區(qū)別而使用的一種標(biāo)記。這種標(biāo)記一般用文字、圖形或用文字和圖形的組合表