商標(biāo)的美學(xué)特征及英語商標(biāo)詞的翻譯【畢業(yè)論文】

1、<p><b>　　本科畢業(yè)論文</b></p><p><b>　?。?0 屆）</b></p><p><b>　　英語</b></p><p>　　商標(biāo)的美學(xué)特征及英語商標(biāo)詞的翻譯</p><p>　　Aesthetic Qualities of Brand

2、and the Translation of English Brand</p><p><b>　　誠 信 聲 明</b></p><p>　　我聲明，所呈交的論文(設(shè)計)是本人在老師指導(dǎo)下進行的研究工作及取得的研究成果。據(jù)我查證，除了文中特別加以標(biāo)注和致謝的地方外，論文(設(shè)計)中不包含其他人已經(jīng)發(fā)表或撰寫過的研究成果，也不包含為獲得＿＿＿＿＿＿或其他教育機構(gòu)的學(xué)位

3、或證書而使用過的材料。我承諾，論文(設(shè)計)中的所有內(nèi)容均真實、可信。</p><p>　　論文(設(shè)計)作者簽名： </p><p>　　簽名日期： 年 月 日</p><p><b>　　授 權(quán) 聲 明</b></p><p>　　學(xué)校有權(quán)保留送交論文（設(shè)計）的原件，允許論文（設(shè)計）被查閱

4、和借閱，學(xué)?？梢怨颊撐模ㄔO(shè)計）的全部或部分內(nèi)容，可以影印、縮印或其他復(fù)制手段保存論文（設(shè)計），學(xué)校必須嚴(yán)格按照授權(quán)對論文(設(shè)計)進行處理，不得超越授權(quán)對論文（設(shè)計）進行任意處置。</p><p>　　論文(設(shè)計)作者簽名： </p><p>　　簽名日期： 年 月 日</p><p><b>　　摘要</b>&

5、lt;/p><p>　　商標(biāo)作為商品的象征已日益成為現(xiàn)代生活中重要的一部分。隨著國際交流的不斷加強與國際競爭的日趨白熱化，越來越多的國外商標(biāo)尤其是英文商標(biāo)涌入我國。商標(biāo)名稱是商標(biāo)的重要組成部分，是商標(biāo)生命力的核心所在。一個成功的商標(biāo)有助于產(chǎn)品的推銷，而一個成功的商標(biāo)譯名更有利于商品沖出國門走向世界。它不僅僅是一個品牌的代碼，它更具有經(jīng)濟價值，對消費者的心理和購買決定有著重要的影響。但是文化差異，尤其是東西方文化之間的

6、差異依然存在。因此，翻譯活動成為經(jīng)濟、文化交流不可或缺的組成部分。</p><p>　　本文首先分析了商標(biāo)的美學(xué)特征。因為商標(biāo)翻譯不僅是一門科學(xué)更是一門藝術(shù)。商標(biāo)翻譯要符合受語國家的習(xí)慣用法還要符合目標(biāo)市場中消費者的文化和審美心理。其美學(xué)特征主要表現(xiàn)在三個方面，即形美、音美和意美。此外，本文還指出了在現(xiàn)代經(jīng)濟社會中,商品商標(biāo)翻譯的重要性,重點闡述了英語商標(biāo)詞的漢譯與社會背景、文化等的緊密聯(lián)系,并歸納和綜述了各種翻

7、譯的技巧。翻譯的方法非常多，本文主要著重介紹了音譯法、意譯法、音意合譯法和不譯幾種常用翻譯方法的技巧和特點。每種方法都完美地展現(xiàn)了商標(biāo)的美學(xué)特征。</p><p>　　關(guān)鍵詞：商標(biāo)；商標(biāo)名；美學(xué)特征；翻譯原則；翻譯方法</p><p><b>　　Abstract</b></p><p>　　As the embodiment of commo

8、dities, brand names are becoming a more important part of our life. With the intensification of international exchange and severe competition, more and more foreign brand names, esp. English brand names are pouring into

9、China. The brand name is a vital component of a brand. A successful brand name contributes not only to the sales promotion of the products at home but also to the sales abroad. It is not merely a name of a product; it al

10、so possesses economic values, infl</p><p>　　In this paper, the aesthetic qualities of brand are firstly analyzed because the brand name translation is an art as well as a science. Brand name translation shou

11、ld conform to the habitual use of target language, the culture and the aesthetic psychology of customers in target market. The aesthetic qualities mainly contain three aspects: the beauty of form, the beauty of sound and

12、 the beauty of sense. In addition, it also expounds the importance of English brand name translation in modern econom</p><p>　　Key words: brand; brand name; aesthetic qualities; translation principles; trans

13、lation skills</p><p><b>　　Contents</b></p><p>　　Abstract………………………………………………………………………………II</p><p>　　1. Introduction………………………………………………………………………..1</p><p>　　1.1

14、 The background of brand……………………………………………………….1</p><p>　　1.2 Viewpoint and the writing purpose……………………………………………..1</p><p>　　1.3 Defect of current study…………………………………………………………1</p><p>

15、;　　2. Knowledge of Brand………………………………………………………………2</p><p>　　2.1 Definition……………………………………………………………………….2</p><p>　　2.2 Elements about brand…………………………………………………………..2</p><p>　　2.2.1 Func

16、tion…………………………………………………………………..2</p><p>　　2.2.2 Formation………………………………………………………………....3</p><p>　　2.2.3 Features……………………………………………………………….......4</p><p>　　3. Aesthetic Qualities of Bra

17、nd……………………………….……………………..4</p><p>　　3.1 The beauty of form……………………………………………………………...4</p><p>　　3.1.1 Popular...…………………………………………………………………..2</p><p>　　3.1.2 Simple and unadorned………………

18、…………….……………………....3</p><p>　　3.1.3 Peculiar.……………………………………………………………….......4</p><p>　　3.2 The beauty of sound…………………………………………………………….5</p><p>　　3.3 The beauty of sense……………………………………

19、………………………..6</p><p>　　4. Translation of English Brand……………………………………………………..6</p><p>　　4.1 Principles of translation…………………………………………………….....7</p><p>　　4.2 Methods of translation…………

20、…………………………………………..….9</p><p>　　4.2.1 Transliteration……………………………………………………………9</p><p>　　4.2.2 Paraphrase……………………………………………………………...10</p><p>　　4.2.3 Transliteration and Paraphrase……………

21、……………………………11</p><p>　　4.2.4 None translation……………………………………………….……….11</p><p>　　4.2.5 Other methods………………………………………………………….12</p><p>　　5. Conclusion………………………………………………………………………...12&l

22、t;/p><p>　　Bibliography…………………………………………………………………………14</p><p>　　Acknowledgements………………………………………………………………… 16</p><p>　　1. Introduction</p><p>　　1.1The background of brand<

23、;/p><p>　　With China’s entry into WTO and the acceleration of the globalization, the international economic communication becomes much more frequent. That also means the economic competition becomes more heated

24、 and fierce. The enterprises have to take into consideration a lot of factors which may lead them to succeed or fail. One of the most important factors that they find they can’t neglect is the brand names of their produc

25、ts. </p><p>　　The design of a good brand name will firmly promote the selling of a product, so will an appropriate translation of the brand name in domestic markets. Brand name translation, as a form of prac

26、tical translation once neglected by translators in their translation studies, has been drawing more and more attention for the last decade. So in domestic markets, the translation of brand names becomes greatly significa

27、nt and more studies need to be done to guide the translation of brand names. </p><p>　　1.2 Viewpoint and the writing purpose</p><p>　　In view of the importance of brand names, translation shoul

28、d be done not only correctly but also felicitously. Therefore, the thesis aims at exploring brand’s fundamental conception, the aesthetic qualities of brand, and the translation of English brand. Furthermore, different k

29、inds of methods and principles of translation are also considered to transfer the inner culture information. Ultimately, the translated brand names can result in best effect in drumbeating.</p><p>　　Brand na

30、mes are mirrors of societies because they are a business involving people. They concern not only individual purchasing psychology and behavior but also certain culture community needs and activities. Therefore an analysi

31、s about translating approaches of the brand names is of great value. This paper will further discuss the methods in translation of brand names. </p><p>　　1.3 Defect of current study</p><p>　　It

32、is worth mentioning that a lot of researches have been done on translating English brand into Chinese and numerous related articles have also been published. Among all the works, they talk about many aspects such as tran

33、slation methods, translation principle, and culture difference in translation and so on. </p><p>　　However, there are some defects in these researches. One evident defect is neglecting aesthetic psychology,

34、which leads the failure of translation. The main reason is no consideration about the difference in cultural awareness between native customers and foreign customers or no understanding about foreign customers’ aesthetic

35、 psychology. Translators’ deliberation and misreading of the target language are also the factors causing the loss of cultural connotation. As a result, great misunderstand</p><p>　　2. Knowledge of Brand<

36、/p><p>　　2.1 Definition</p><p>　　It has been stressed at the beginning of the thesis that we are in an age of globalization, when business around the world spares no effort to market their products

37、 and services into the world marketplace and to build their brand images on a global basis. The Oxford English Dictionary traces the development of the word “brand” from the Germanic word “brandr” which refers to the mar

38、k made by burning with a hot iron, a usage first noted in 1552.</p><p>　　There are so many different definitions about brand. According to the famous American economists Richard T. Hise (1979:257), “a brand,

39、 i.e. trademark, is a name, term, sign, symbol, design, or a combination of them which tells who makes it or who sells it, distinguishing that product from those made or sold by others.” Another definition is “A special

40、mark that is placed on a particular brand of article or commodity to distinguish it from similar goods sold by other producers” (Weng Fengxiang, 2</p><p>　　2.2 Elements about brand</p><p>　　2.2.

41、1 Function</p><p>　　Especially in the present world, the commerce becomes more and more prosperous, in which brands act as the bridge between producers and consumers. Although there are various brands, their

42、 ultimate purpose is to exploit markets and promote sales. To achieve this objective, good brands should provide information about the products, attract consumers and please them. And in most cases, brands have shown the

43、ir magical power in convincing people to purchase. Due to the mentioned goals, brands usually</p><p>　　1) Promoting Consumption. As the symbol of a commodity, a brand usually has an aesthetic effect characte

44、rized as eye-catching and distinctive. Generally speaking, it does well to the promotion of commodities and has positive influence on promoting consumers’ purchasing desire</p><p>　　2) Identifying Products.

45、The main purpose of a brand is to distinguish a particular product, and it is a fundamental function. Brands can be used to identify the product or service, and allow consumers to specify, reject or recommend brands.<

46、/p><p>　　3) Providing Information of Products. Brands usually provide the consumers with some information about the products, such as the name, the place of production, the material used, the function, target c

47、ustomers, etc.</p><p>　　4) Symbolizing Reputation. In eyes of consumers, brands guarantee value, quality and effects of the commodities. So brands symbolize not only commodities but also credibility of enter

48、prises.</p><p>　　5) Providing Law Protection. A registered brand is capable of being safeguarded by law and maintains its dignity and status. It can be not counterfeited. </p><p>　　6) Facilitati

49、ng Publicity. In order to open up the selling channel of commodities, it is very important to facilitate publicity. A brand is the core of advertising, and advertising should stress brands.</p><p>　　Among al

50、l the functions mentioned above, I think the last one, facilitating publicity, is of great significance in modern economic society. That is why successful brands make an invaluable asset of the manufacturer.</p>&

51、lt;p>　　2.2.2 Formation</p><p>　　For the formation of brand names, there are four general classifications. They are common words, proper nouns, coined words, and abbreviation forms (Yu Fulin, Wang Zhanbin,

52、 etc, 2003:79-89).</p><p>　　1) Common words mean that the brand names are formed by using existing common English vocabulary. Such kind of brand names are mostly represented by the figurative meaning or the

53、symbolic meaning of the originals, such as Crown “皇冠”(car), Apple “蘋果”（computer）, Camel “駱駝”（cigarette）.</p><p>　　2) Proper nouns are the brand names which are formed by adopting names of people, place, or o

54、ther proper names, such as Chrysler “克萊斯勒”.</p><p>　　3) Coined words are those which do not exist in the vocabulary and are created to a certain intention by the designers by following some word-formation ru

55、les or just entirely subjective desires of the designers. The well-known brand name Pepsi “百事可樂” is from the word “pepsin” (胃蛋白酶). </p><p>　　4) Abbreviation forms are made by the first letter of some words.

56、Such examples are IBM (International Business Machines Co.), GE (General Electric), etc.</p><p>　　2.2.3 Features</p><p>　　In general, a good brand name not only should never contradict the essen

57、tial attributes to the brand concept, but also suggest the products’ benefits in meaning. Summing up all the features, they can be divided into three aspects (Li Yuxiang, 2006:76):</p><p>　　1) In terms of so

58、und: easy to pronounce, pleasant to ear, sonorous</p><p>　　2) In terms of form: eye-catching, succinct, terse, and easy to remember</p><p>　　3) In terms of meaning: positive, rich in association

59、 and collocation, sweet, with classical coloring</p><p>　　3. Aesthetic qualities of Brand</p><p>　　It is possible that a brand name has more potential for penetration and memory if it is rich in

60、 associative possibilities. The association can be resulted in the beauty of form, sound and sense.</p><p>　　3.1 The beauty of form</p><p>　　It is important for a brand name to catch the consume

61、rs’ attention at once. The beauty of form is a considerably aesthetic appeal of a brand name. The language needs to be succinct, terse, and easy to remember. It is better to use happy words. Some letters are eye-catching

62、 in English. So we can use words with those letters frequently (Xu Jinqi, 2002:50). </p><p>　　One example is the letter “O”. It is not only a natural expression used to convey surprise, delight and pleasure,

63、 but also has a perfectly round form. As a circle, it can produce targeting effect, drawing the eye to its center. Its shape is moreover associated with the human eye and mouth. In the beauty of form, it needs to possess

64、 three basic characteristics: popular, simple and unadorned, and peculiar (Zhang Yin, 2009:124).</p><p>　　3.1.1 Popular</p><p>　　It is obvious that a popular brand name is easy to be understood

65、by most of customers and conforms to common people’s demand and ability to appreciation of the beauty. There are many examples such as MAXAM “美加凈”, Johnson “強生”, Toney “道喜”, etc.</p><p>　　3.1.2 Simple and un

66、adorned</p><p>　　This kind is easy to understand. It is quite important to a brand name. If the brand name is not simple and unadorned, no one is willing to remember it. We can find many examples like Gree,

67、Benz, and Sonny, etc. </p><p>　　3.1.3 Peculiar</p><p>　　It is explained as forming the brand name with unusual way to reflect the commodities’ quality and effectiveness. It can greatly help to p

68、ush the promotion because the peculiar name attracts consumers’ strong interests. Rolex is the name of famous watch around the world. It has no meaning, but it implies the meaning of rolling which is quite suitable for w

69、atch. </p><p>　　3.2 The beauty of sound</p><p>　　The beauty of sound points at having sonorous pronunciation, clear rhythm, and being pleasant to ear (Zeng Wenxiong and Yang Meng, 2004:110). A

70、successful brand name needs to be convenient to remember so that it must be readable. In that case, how could we make the brand name sound pleasant to our ears? </p><p>　　There are three main ways (Zhang Yin

71、, 2009:124). First is to make the word short. Short words can be read quickly and sounded forcibly, such as Dior, Ford, etc. The second way is to form the brand name with long vowel plus easy-read consonant or diphthong

72、plus easy-read consonant, besides using alliteration and assonance frequently. In this way, the brand name is read cadenced and rich in rhythm. A lot of successful brand names are formed from this way like Sharp (long vo

73、wel), Spirit (diphthong)</p><p>　　3.3 The beauty of sense</p><p>　　A brand name should not only be sufficient and memorable but also be imbued with relevant associations. Beauty of sense just re

74、fers to that the brand name sets off artistic conception by contrast through the words’ association or connotation. Associative names which are distinctive and protective and yet communicate some appropriate messages to

75、the consumer. Some brand names indicate the characteristics of the products. Allusion brand names give a hint of classical association. It makes consumer</p><p>　　Sunlight, a name of soap, obviously conjures

76、 up brightness, health and cleanliness. Omega, a name of watches, is a more or less standard prestige one, having classical connotations. The ending letter “a” suggests a product that is the last word in technology or pr

77、ogress.</p><p>　　4. Translation of English Brand</p><p>　　From the definition of brand, we know a brand name is one of brand elements. And it is the most important element of a brand, because a

78、brand name is, in most instances, much more distinctive than the other elements and much more capable of performing the critical distinguishing function. A brand name, in a very compact and economical fashion, can be an

79、extremely effective means of communication in just a few seconds. It is a silent salesperson and the best mode of advertising (Hou Caihong, 2006</p><p>　　Therefore the translation of brand name is of utmost

80、importance. And to a certain degree, the translation of brands seems to have to overcome an even harder obstacle. Lado in his Linguistic across Culture (1957:71) expresses his opinion that is “a specific language is rest

81、rained by the specific culture; a specific language loads specific culture information, culture differences exist among different languages.” The translation of brand names is a cross-language translation. It involves in

82、 the fo</p><p>　　4.1 Principles of translation</p><p>　　“Faithfulness, Expressiveness and Elegance”, put forward by Yan Fu is considered as the principle of translation in China. The purpose of

83、brand name translation is to promote the sales of the products. So we can give “faithfulness, expressiveness and elegance” a new identification. In short, a desirable and acceptable brand name translation has five main p

84、rinciples: (1) meaning coherence and functional equivalence; (2) being concise, sonorous and smooth to read; (3) reflecting attributes or char</p><p>　　1) Meaning Coherence and Functional Equivalence</p&g

85、t;<p>　　The goal of translation is to build a particular type of correspondence between the source text and the target text. The correspondence is referred to as “coherence and equivalence”, an important concept i

86、n translation studies. The target brand names, a sign with special meaning and functions, not only need to contain the reference meaning but also the important association meaning and indicating meaning (Huang Gui, 2005:

87、117).</p><p>　　In Vermeer’s Skopostheorie, equivalence means “adequacy to a Skopos that requires that the target text serve the same communicative function or functions as the source text, thus preserving ‘i

88、nvariance of function between source and target text’.”(Nord, 1997:36)</p><p>　　In order to reach the goal of meaning coherence and functional equivalence in translation, translators should be flexible and m

89、ake appropriate adaptations. Shake off the shackles of word for word translation and pursue the closest possible equivalence (Zhu Lingqin, 2005:104).</p><p>　　2) Being Concise, Sonorous and Smooth to Read<

90、;/p><p>　　This principle demands that a translated brand name should conform to linguistic characteristics of Chinese and the linguistic psychology of Chinese nation (Weng Fengxiang, 2002:60). The sonority of a

91、 Chinese syllable lies on the tongue position of main vowels of finals. The lower the tongue position is, the more sonorous the pronunciation is. Besides sonority, the translated brand name should also be concise (Xiao L

92、iming, etc., 2004:104-139). According to Chinese customs, the disyllabic tendenc</p><p>　　3) Reflecting Attributes or Characteristics of Products</p><p>　　As exclusive names for specific commodi

93、ties, brand names play a very important role in commodity promotion. From knowing a commodity to purchasing it, people usually experience the following psychological process including awareness, comprehension, conviction

94、, desire and action. If certain attributes of the commodities can be reflected in their names, consumers could immediately know the following information including types of the commodities, functions of the commodities a

95、nd target consumers o</p><p>　　There are many examples. Coca-cola(可口可樂), Eclairs(怡口蓮), Dumex(多美滋), etc, all reflect the information that they are the names for food. Distinct characteristics of product can a

96、ttract consumers’ attention more. So after translation, it should be fully expressed.</p><p>　　4) Stressing Attributes</p><p>　　Good versions could communicate the key attributes of the goods an

97、d thus position them within their market, acting as good advertisements. A strong brand name can stress attributes so as to support the market positioning of the goods (Li Yuxiang, 2006:76). So brand names should be crea

98、tive and in a unique style. Then they can attract more potential consumers and impress them deeply. </p><p>　　5) Aesthetic Feelings</p><p>　　While building a brand, many needs are considered. Th

99、at is physiological needs, safety needs, social needs, and so on. However, aesthetic needs are always neglected. In fact, aesthetic needs are increasingly being emphasized in building a brand. The versions should not onl

100、y be the marks of the goods but also serve the aesthetic needs of the readership, arousing the aesthetic response. This kind of beauty is a part of the commodity beauty, a pragmatic art beauty attaching to the practical