汽車商標(biāo)的翻譯

1、石河子大學(xué)畢業(yè)論文 題目： 文化角度下的汽車商標(biāo)翻譯 Translation of the Automobile Trademarks From the Cultural Perspective 院 （系）： 外國語學(xué)院 專 業(yè)： 英 語 班 級： 2010級2班 學(xué) 號： 2010505103 姓 名： 楊 蕓 蕓 指導(dǎo)教師： 臧 紅 寶 完成日期： 2014年5月8日 AbstractIn modern society, the trademark as an essential part of advertisement plays a big role in business comp

2、etition. The automobile trademarks in the market not only reflect the different cultures but also become the component of culture. Therefore, the translation of automobile trademarks is also a cross-cultural activity. The translation of automobile trademark plays a great role in the business communi

3、cation and trade cooperation among the manufactures in different countries. In order to achieve the intended purpose of the automobile trademarks translation, this thesis analyzes trademark translation from the cultural perspective. This paper discusses from three perspectives language, culture, and

4、 market factors and puts forward four translation approaching methods transliteration, literal translation, combination of transliteration and literal translation, adaptation.Key words: trademark words; culture; translation methods 摘 要在現(xiàn)代社會里，商標(biāo)詞是廣告中不可或缺的組成部分，在商業(yè)競爭中發(fā)揮巨大作用。商標(biāo)不僅是文化的反映，也是文化的組成部分。因此，商標(biāo)翻譯

5、也是跨文化的活動。汽車商標(biāo)的翻譯對中外汽車廠商之間的商業(yè)交流和合作起著重要作用。為了實現(xiàn)汽車商標(biāo)翻譯的目的，本文從文化視角下對汽車商標(biāo)詞翻譯進行分析。從語言、文化、市場三個方面探討了影響商標(biāo)翻譯的因素，并提出了汽車商標(biāo)的翻譯策略：直譯、音譯、音意結(jié)合和改寫。關(guān)鍵詞：商標(biāo)詞；文化；翻譯方法ContentsI. Introduction1II. Literature Review2III. A Brief Introduction to Trademark4A. Definition4B. Formation of Automobile Trademark51. Proper Names Used

6、 as Automobile Trademarks52. Common Words Used as Automobile Trademarks73. Coined words8C. Features of Trademark8IV. Factors Affecting the Translating Trademark.9A. Language9B. Culture10C. Market10V. Translation of Automobile Trademarks from Cultural perpestive11A. Literal Translation11B. Transliter

7、ation12C. The Combination of Translation and Liberal Translation12D. Adaptation Approach13VI. Conclusion14Works Cited15 2014年畢業(yè)論文 Translation of the Automobile Trademarks From the Cultural PerspectiveI. IntroductionTrademark is of great importance to the products. It is a symbol of the reputation in

8、 a company, and an efficient media for the companies to advertise and promote their products, which makes the company reach the aim to enter the world market. The brand name in some way represents a companys image. A trademark is a tool to make the commercials gradually enter the world market during

9、 the competition, which can attract the consumers, so as to increase the companys profits. Therefore, another closely related area trademark translation has been paid more great interest for the as a bridge of communication translation plays an important role.With the automobile industry developing

10、fast, we need to attract the consumers purchasing desire to make the company prosperous. Besides, with the development of global automobile industry, the automobile trademark, not only is a designation of products, but also reflects business opportunity in the market because it has an abundant cultu

11、ral implication. Therefore, it is of great significance in the translation of the automobile trademark names. In fact, the competition in the market is a competition among different trademarks. Therefore, translation methods are considered as a very important part in the global marketing strategy. A

12、nd trademark is not only a symbol of the attribution of commercials, but also a representation of important social culture. So it is not an easy job to translate the trademarks into another language on the condition that we still keep its original meaning. And it is the reason why we need to do a re

13、search on such a direction. Since China has been a member of WTO, the market of our country has broadly opened up and many foreign manufacturers come to China to step into the commercial market. At this time, a variety of automobiles appeared which obviously made the world market focus on China. The

14、 mainstream of Chinese automobiles comes from foreign countries and every trademark has its own unique character. Under such a condition, a good translation of the trademark with Chinese characteristics is necessary and eager for the foreign country to expand its trade market in China, and a tradema

15、rk which can imply exotic flavor is of great significance to make Chinese automobiles expand the international market. The trademarks also have been a part of culture, therefore the translation of automobile trademarks can be said a trans-culture exchange.II. Literature ReviewA trademark nowadays is

16、 more often considered as something of relationship and communication to the consumers, which helps people to realize the ultimate goal of brand positioning, that is, to satisfy their physical and emotional needs and persuade them to purchase products. (Cravens, D.W., 1998) This opinion that Warren

17、J. Keegan (2001) quoted in his work Global Marketing Management reflects the important role that the brand plays in the process of consuming by customers. Duncan defines a brand from the view of IMC (Integrated Marketing Communication), “a perception of an integrated bundle of information and experi

18、ences that distinguishes a company and its product offerings from the competition”. (Duncan, 2003)Scholars have discussed the translation of brand names from different aspects. Some elaborate on its cultural aspect, such as Weng Fengxiang and Wang Yuan, who are concerned about the cultural effect du

19、ring the translation of brand names. Some discuss the origin and constitution of English trademarks, such as Liang Guotao, who supplies many details in his dictionary and his articles. Some discuss the principles and criteria in brand name translation such as Pan Hong, Wang Ping. Shen Zhiyang focuse

20、s on the cultural impact of different nationalities on brand name translation and the selection of different translating principles when translating brand names from different countries. He Chuansheng, in his book Trademark English, (1997) investigates into brand names in terms of linguistics, socia

21、l psychology, marketing, advertising, culture, and law. He explains the formation, motivation of the formation and characteristics of brand words. Zhu Yajun, basing on a systematic research for the standpoint of linguistics, consumer behavioral science, draws the conclusion that naming symbolizes co

22、mmunication in his book A Research on Brand Naming. (2003) He approaches brand name translation from the perceptive of functional equivalence theory and suggests three principles: do as the Romans do, relevant, succinct; and three translation methods: equivalent method, complementary method and homo

23、phonic method. The literal translation, the traditional translation method, is not as large as we expected. Mixed translation and creative translation take a small part in the practice of vehicle brand name translation. The applications of these translation strategies are the result of the factors,

24、which come from various aspects associated with the translation, marketing practices and culture awareness.In the 1960s, the translation theories were entering an endless stream. Some of them are faithful to linguistics, some stress the culture, and some are communication-oriented. Which one is appr

25、opriate for the translation of automobile trademarks? Over the past decades, Chinese scholars have made extensive explorations in the field of brand and brand name translation from different perspectives. The translation theories of all these findings are almost based on Yanfus “faithfulness”, “expr

26、essiveness”, and “elegance”, Eugene Nidas “equivalence” or Peter Newmarks “semantic translation”. Nidas “functional equivalence” lays special emphasis on the purpose of translation, on the roles of both the translator and the receivers, and on the cultural implications of the translation process. In

27、 his book Language, Culture, and Translating, (1993) Nida has distinguished degree of his “functional equivalence” from the aspects of cognitive and experiential factors. As Nidas “functional equivalence” indicates, an “effective” should be able to produce the equivalent function or in other words t

28、he most proximal function to both the target and the original receptors. (Nida, 1993) Generally speaking, they mainly fall into the translation principles, proper name perspective and functionalist perspective. But these strategies cannot reach the expected target in business competitions. He draws

29、vastly upon the knowledge of science of communication, linguistics and information theory, and establishes what he calls as science of translation. His principles of “dynamic equivalence” made the translation research open to various perspectives and provided us useful enlightenment in establishing

30、new translation theoretical mode. Nidas translatability theory and “functional equivalence” provide the theoretical backgrounds of this thesis. Studies focusing on proper name perspective and functional theory also take up a large percentage. One of the most famous translation theorists, Peter Newma

31、rk states that “Nidas classical definition of translation as the reproduction of the closest natural equivalent of the source language message could not be bettered”. (Newmark, 2001) Based on that, he further puts forward that “The central problem of translation has always been whether to translate

32、literally or freely”. (Newmark, 2001) In addition, Mona Baker offers a more detailed discussion of translation equivalence in his In Other Words: A Course book of Translation. (Mona Baker, 1997) Generally speaking, she explores the notion of equivalence at different levels and makes a distinction be

33、tween equivalence at or above word level, grammatical equivalence, textual equivalence and pragmatic equivalence.Major and common methodstransliteration, literal translation, combination of transliteration and liberal translation, and adaptation approach have been analyzed. There is no absolute dema

34、rcation between these methods. A good translation may often need the combination of more than one method and really demand the translators creativeness. And customers response is the only criterion to judge the quality of a brand name translation. Only those customeroriented renderings will be accep

35、ted and remembered, and only they will be the final winners in the market. For the trademark is a symbol to deliver information, it is a unique language and has a special meaning. A good translation of the trademark with Chinese characteristics is necessary to for the foreign country to expand its t

36、rade market in China, and a trade name which can implies exotic melody is of great value to step Chinese automobiles into the international market. The application of trademarks has a direct effect on the image, reputation, power of a company. The trademarks development is changed under the influenc

37、e of the culture in a region, country, and changed with ethnics. The language of trademark is always comparably simple, which is composed of several words or even one word. But it is not an easy job to translate these trademarks into another language and keep its rhyme. The translation process needs

38、 to step over the barrier in language and culture in order to satisfy consumers aesthetic psychology and consumer psychology. So the translation part of trademarks is not defined as an easy work, which needs you to put heart into it. This thesis aims to introduce some methods and strategies that hav

39、e been used in translating process, especially from cultural perspective, and analysis the cultural background of the trademark.III. A Brief Introduction to TrademarkA. Definition While we want to know about the trademark, first we need to know some information of brands. It is defined by Mason, Rat

40、h and Husted, “ A brand name is that part of a brand that can be spoken. It may be a word, a group of words, a letter, a number, or any conbination of these”. (Mason etal.158)“A trademark is a brand that has been given legal protection and has been granted solely to its owner”. (American Marketing A

41、ssociation) From the definition we can see a trademark is developed on the basis of a brand. It is a part of a brand, and a brand after being registered.Atrademark,trade mark, ortrade-markis a recognizable sign, design or expression which identifiesproductsorservicesof a particular source from those

42、 of others.The trademark owner can be an individual,business organization, or anylegal entity. A trademark may be located on apackage, alabel, avoucheror on the product itself. For the sake ofcorporate identity,trademarks are also being displayed on company buildings. (Wikipedia, 2014)B. Formation o

43、f Automobile TrademarkAfter having researched on the studies done by previous scholars, they find that almost all the studies keep the same classification of the formation of trademarks. They are, proper names,common words, and coined words. This section will give a brief conclusion of these kinds a

44、bout the formation of trademarks.1. Proper Names Used as Automobile TrademarksA considerable number of brand names come from proper names, which may be based on people in reality, in myth or in literature. Besides, there are still some automobile trademarks come from geographical names or some natur

45、e phenomena.The western country has paid more attention to indivual, personal value. The realization of ones value is an important aspect of phylosophy in western country. A large number of automobile companies in Europen have named their products as a persons name for memorising him. On one hand, t

46、hey can remember him in memory, and on the other hand, the culture of the company can be advertised, so as to improve the reputation, reflect the character of the company, inspire the increbility of customers, and promote the sales performance. Many trademarks originate from peoples real names like

47、Porshe, which named after the founder Ferdinard Porsche. Benz is the last name of Karl Frederick Benz, who is the first inventor and creator of Benz. Now it changed as Mercedes-Benz for Mercedes is the name of a cooperators daughter. Lincoln is the name of the president Abraham Lincoln in American h

48、istory. This kind of cars is specially designed for presidents and the heads of state because of its high property, elegent modelling, and comfortable seats. Lincoln was chosen by White House as the dedicated car for presdients. Many other trademarks also come from persons names like Ford(Henry Ford

49、), Rolls Royce(Charles Rolls and Henry Royce), Cadillac(Antonio Cadillac who was a French governor of North American and the founder of Detroit, the city of automobiles), Citroen(Andres Gustaff Citroen).The European culture is the main culture in the whole world today, while the culture in Greece an

50、d Roman is the cradle in western culture. So the Greece and Roman culture has an achievement and great position in the history of western even in the human history. It admires wisdom, knowledge, and is curious about natue, human. This kind of culture shows the positive chracter for freeedom. Some au

51、tomobile trademarks are the ones come from myth which can spread the prominent characters and stress the property of the automobiles. Such kind of names can add cultural and historical significance to the products, and make customers lost in wild and fanciful thoughts. For example, Phaeton is exactl

52、y a luxury one in Volkswagen company. The word Phaeton transforms from the name of the God of Sun. It is said that he is a man skilled in running his carriage and shining the ground. The kind of this trademark indicates the owner is agile, elegant and unconventional. Dyane is a French name of the Go

53、dness of moon and hunting. Some other examples are Mazda(the God of light and goodness in Persias religion),Mercury(the God of smelting metal in Grace), Aurora(the Godness of light in Grace), Venus(God of beauty) in Volvo company, Triton(God of sea) in Ford company.Some automobile trademarks are der

54、ived from the names in places, scenic spots or places in legends and the nature phenomeon. This kind of adoption can call readers association. Dodge is a small village in Kansas, where it has a special meaning in American history. In the American Explored Movement, Dodge is an interchange of the eas

55、t and west, where the conflict between civilization and violence has happened. Policemen, cowboys, gangsters always have so fierce fights there that it has a disorder. Therefore, when referring to the villages name, the brave, violence, and wild nature of people in Westward Movement come into our mi

56、nds immediately. There are many such kind of words like Ascona(a holiday resort of Switzerland) in Opel company, Contina(a village in the north of Alps in Europe) in Ford company, Shelby(hometown of cowboys),Subaru(the famous mountain Subaru in Japan). The nature phenomeon are Volkswagen(the company

57、 is in favor of the wind to named the automobiles), Santana(a vally in California of America often has the wind).2. Common Words Used as Automobile TrademarksCommon words are the real words exist in our daily life. This kind of words has advantages comparing with the proper nouns for they can expres

58、s the automobiles function quality, property, and arise consumers more association, thus fully reaching the aim of advertising the products and promoting the sales. Some examples are as follows, Cherokee comes from a tribes name of American India. People there lived in mountainous zone generation after generation, and in order to su