从跨文化交际角度看商标翻译的研究(5600字)
摘 要
商标翻译可以看作是一种特殊的跨文化交流方式,同时也是一种文化负载和交流方式，消费者通过商标词译名与销售商或制造商之间产生异时异地的交流。商标词的翻译要求译者明了源语和目的语之间两个国家的文化差异和相同之处,并从表层文化现象洞悉其深层的文化内涵,使商标译名既能注意原语商标词在目的语具体情境中的实际意义的传达,又能精确传达出异国文化。这无疑要求商标翻译者必须充分考虑跨文化因素。为此,本文立足跨文化交际，从民族心理差异、文化价值差异、审美情趣差异的分析来讲述其对商标翻译的影响,并简要叙述商标翻译应遵循的原则，举出具体例子对直译法、音译法、意译法、音意兼顾法等几种常用的商标翻译方法和另类译法、形意法、移音法等其他翻译策略进行简要分析。指出在跨文化差异的影响下,做好翻译工作不仅要掌握不同的语言,还要准确把握不同语言文化意蕴，才能使商标译名切意，不仅提升企业品牌，更做到文化的传播。
关键词：商标；翻译；跨文化
ABSTRACT
The translation of trademark is a special way of intercultural communication，also a kind of cultural carrier and a way of communication. Consumers communicate with seller or manufactures through the translation of trademark in different time and places. The translation of trademark requires translators to understand the different and similar cultures of the original language and target language, and gasp the deep cultural implication through the surface cultural phenomenon, which make the translation not only express the different cultures, but also express real meaning of the original languages in the specific situation. Thus, it is no doubt that the cross-culture factor should be considerate fully when translating. Therefore, this paper analyzes the influence of cross-cultural to the trademark translation base on the perspective of national psychological differences, cultural value difference and aesthetic difference； Briefly illustrate the principle of trademark translation, to analyze the influence of cross-cultural to the trademark translation. Besides, it also use the specific examples several kind of common translation methods such us literal translation method, transliteration method, liberal translation method and translation of combination of sense and sound and other translation strategies such as alternative translation and interpretative method. In consequence, the paper point out that under the impact of the difference of cross-cultural, improving translation work needs not only to master different languages, but also to grasp the meaning of different language cultures. So as to translate proper trademark, which not only promote the brand of the company, but also transmit the cultural of country.
KEY WORDS: trademark; translation; intercultural
CONTENTS
Abstract I
Abstract II
1 Introduction 1
2 The Cultural Implication of Trademark Translation 2
2.1 The Definition of Trademark 2
2.2 The Relations between Trademark Translation and Intercultural Communication 3
3 The Influence of Cultural Differences on Trademark Translation 3
3.1 National Psychological Difference’s Effect on Trademark Translation 3
3.2 Cultural Value Differences’ Effect on the Translation of Trademarks 4
3.3 The Difference of Aesthetic Impact on Trademark Translation 4
4 The Principle of Trademark Translation 5
4.1 Understand the Difference of Different Culture, Respect the Different National Psychology 5
4.2 Pay Attention to the Political and Economic Connotations, Select the Proper Word 5
4.3 Plain, Simple, and Easy to Remember 5
5 The Strategies of Trademark Translation 6
5.1 Literal Translation 6
5.2 Transliteration Method 7
5.3 Liberal Translation Method 7
5.4 Translation of Combination of Sound and Sense 8
5.5 Other Translation Strategies 8
5.5.1 Alternative Translations 9
5.5.2 Interpretative Method 9
6 Conclusion 9
Acknowledgements 11
References 12
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