浅谈中国品牌的翻译
A brand is intended to identify the products or services of one seller or group of sellers and to differentiate them from those of competitors. The brand itself represents a strategically important issue and may determine the success or failure of a product. A good brand can also save millions of dollars over the product's life because it carries its own meaning, describing the product's advantages, and differentiating the product significantly from its competitors. For the good brand has the functions of distinguishing, providing information of products and being symbol of credit, the good brand has a good advertisement for the product and help to take in a larger market. So it is not only necessary but also urgent to study on brand and the brand translation upgrade to a new level. The main obstacle of Chinese brand translation is different language and culture backgrounds which cause the difficult in expression and translation.
This paper attempts to explore the approaches for brand translation through analyzing the characteristics and functions of brand. It also describes some suitable translation skills for Chinese brands translation, such as: transliteration, literal translation, free translation and combined translation, adjustment, effectiveness and elegance translation. This paper points out that the existing problems in brand translation in China are neglecting the cultural differences, and translation obstacles due to different areas, customs, and words connotations. And then it suggests that translators should be culture-conscious and try to reduce or avoid making mistakes in cross-cultural communication, as well as they should also pay attention to the target countries’ culture and tradition, and people’s view of beauty. Since cultural and language difference in brand translation really adds a lot of difficulties to the translators, they should notice the culture conflicts between these two languages and know more about folk custom, esthetics, customers’ psychology, and economical marketing, etc.
In the end, the thesis concludes: brand translation is customer-orientated translation, an intricate art. And brand translation should conform to the habitual use of target language, social culture, aesthetics and purchasing psychology of customers in target market.
Key words: brands; culture differences; translation; skills
摘 要
商标是商品和商业服务的标记，是指商品生产者、经营者、服务提供者为了使自己生产、销售的商品或提供的服务,在市场上与其他商品或服务相区别而使用的一种标记。伴随着经济的全球化和中国加入世贸组织，人们越来越多的意识到研究商标名称是一项必要而且紧迫的任务。商标的翻译也必须提升到一个新的高度。商标翻译中最主要的障碍就是语言的不同, 以及由于不同的地区, 不同的语言, 不同的背景所带来的文化的差异。这种差异通过语言表现在商标的翻译与表述之上,使得商标翻译具有一定的难度。
本文分析了商标的特点和作用，介绍了商标翻译原则，提出适合中国商标翻译成英文的一些翻译法：如音译，直译，自由翻译和混合翻译，调整翻译法，效果翻译法和求雅翻译法。总结了目前中国商标翻译存在的问题是：如某些商标的命名忽视文化差异；不同地域和习俗，及词语内涵的不同给中国商标翻译带来的障碍。随后结合实例，提出跨文化翻译、了解英语使用国家的传统，美学及消费心理在商标名称的翻译中具有非常重要的影响和作用。对此文章建议，商标者应重视文化冲突，要根据中西方国家的文化，审美，思维等各方面的差异，谨慎的做好商标翻译工作。最后得出的结论是：商标翻译是一门复杂的艺术，商标翻译要跨越译入语的文化障碍，符合人们的习惯用法、审美情趣和文化心理，以吸引更多的消费者。
关键词：商标; 文化差异; 翻译; 翻译技巧
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