英语论文-商标翻译中的功能对等

AbstractWiththedevelopmentofeconomyandthecontinuityoftheopenPolicy,thetradebetweenChinaandforeigncountriescomeshourly.Theinternationalmarketisfilledwithvarietiesofgoods.Advertisementbesideshighqualityplaysanessentialroleintheprocessofpromotingsalesandcultivatinginternationalmarkets.Trademarkisasign,symbol,andcarrierthatidentifiestheproductsorservicesofacompany.Towinthefieldintheinternationaltrade,thestudyonthetrademarktranslationisnotonlynecessarybuturgent.Thispaperattemptstomakeastudyonthefeatures,basicfunctionprinciplesandcultureelementsoftrademarks,andthen,makeananalysisoftheculturalbarrierintranslatingtrademarks.Pointingoutthatitisnoteasytotranslatetrademarksfromonelanguageintoanother,andovercometheculturalbarriertokeeptheirownfeatures.Astrademarktranslation,aninterculturalcommunication,involvesmanyfactorsinbothsourcelanguageandtargetlanguage.Appropriateprincipleandtechniquesareneededintranslatingoftrademarks.EnlightenedbyNida’s;“functionalequivalence”,thispapersuggestsEugeneA.Nida’s“functionalequivalence”astheprincipleforthetrademarkstranslation,andthispapersummarizesthefollowingfivecommontechniques:1)literaltranslation;2)transliteration;3)paraphrase;4)combinationofliteraltranslation,paraphraseandtransliteration;and5)creativetranslation,weshouldchoosethetechniquerightlybasedonthesituationandneeds.Thetranslatedtrademarksshouldattempttoachieveanidealunityintermsofsemanticmessage,culturalmessageandreader’sresponse,andreproducetheinformative,aesthetic,expressiveandvocativefunctionsoftheoriginalsintargetmarkets.trademark;trademark’sformation;trademark’stranslation;functionalequivalence商标翻译中的功能对等【摘要】随着经济的发展和改革开放的进一步深入，中国与世界各国的贸易更加频繁，国际市场上商品种类日见繁多。如何在品种繁多的商品中脱颖而出？商品宣传就成为国际市场推销商品和进行竞争的一种重要手段。而商标作为品牌的标志和载体，在国际贸易活动中针对其进行的翻译就尤为重要了。本文首先分析了商标的功能构成以及文化特征，并辅以具体的商标为例加以说明，接着分析了商标翻译过程中存在的文化障碍，同时指出把商标从一种语言转化为另一种语言，并跨越其间的文化障碍，保存其原有的风格，并非易事。因为商标翻译是一种特殊的文体翻译，是一种跨文化交际活动。要做好商标的翻译，这需要恰当的原则和翻译理论作指导。受奈达的“功能对等”的启发，本文提出了“功能对等”翻译理论可作为商标翻译的原则，并在此基础上总结出了五种翻译方法：1）直译，2）音译，3）意译，4）直译、意译和音译相结合，5）创造性翻译。商标翻译中，这些译法应灵活选用，使译文商标能再现原文商标的信息，美感，表达和祈使功能。只有译文商标与原文商标在语义信息、风格信息、文化信息以及读者反映等方面，对等才基本实现，才能进而实现对等的经济效益。商标；商标构成；商标翻译；功能对等Introduction:Withthedevelopmentoftheworldeconomy,manyproductswereproducedandenterintotheinternationalmarket.Howcanaproductgainaplaceintheinternationalmarketwhichisfullofkeencompetition?Undoubtedlyawell-knownproductshouldhaveafamousname,besideshighquality.Afamoustrademarkcanaddvaluetoaproductinthemarketplacebecauseithasapotentiallypowerfulinfluenceonconsumer’sbehavior.Thispapermakesananalysisoftrademarkfromculturalaspectsandexploresthemajortranslatingmethodsoftrademarktranslation.Achievingthefunctionalequivalenceintrademarktranslation,thetranslatorshouldundertheguidanceofcertainprinciples.Thispaperadvancesfunctionalequivalencetheoryfortrademarktranslation.OverviewoftrademarkDefinitionoftrademarkTrademark:aword,letter,device,sound,orsymbolorsomecombinationofthosethatisusedinconnectionwithmerchandise,distinctlypointsinherentlyorbyassociationtothenotnecessarilyknownoriginorownershipofthattowhichitisappliedandislegallyreservedtotheexclusiveuseoftheowneraccordingtostatutoryprovisions:anameorsymbolusedbyamarkerorsellertoidentifydistinctivelyhisproducts<mustdisplayhistrademarkonhisproductforittobelegallyvalid;<atrademarkcanonlybetranslatedinconnectionwiththegoodwillofthebusinessEdwardJekens;(Webster'sThirdNewInternationalDictionary,1976):Inourcountrythetrademarkisdefinedasaspecialmarkthatisplacedonaparticularbrandofarticleorcommoditytodistinguishitfromsimilargoodssoldbyotherproducers.[3]P60:Fromtheabovedefinition,wecanfigureoutsomefeaturesoftrademarksasfollowing::1).Trademarkisanidentifyingmarkontheproductsorproduct'spackage.:2).Trademarkisusedtoidentifythesimilarproducts.:3).Registeredtrademarkcanenjoytheprotectionofthelaw.2.2FunctionsoftrademarkTrademarkhasanimportanteffectonthetrade,inwhichitactsasthebridgebetweenproducersandconsumers.Agoodtrademarkcanprovidemuchinformationabouttheproducts,attractconsumersandpleaseCOLOR:fuchsiapeople,andachievethepurposeofpromotingsales.Butthemostimportantpowerispersuadingpeopletobuytheproduct.Inagreementwiththosepurposes,goodtrademarksusuallybearinformative,aesthetic,expressiveandimperativefunctions.2.2.1Informativefunction:Informativefunctionisthemostimportantfunctionoftheabovefourfunctions.Itmeansthatthetrademarksmustbeinformativeenough.Goodtrademarksusuallyprovidetheconsumerswithsomeinformationabouttheproducts,suchastheinformationabouttheirfunctions,valuesandcharacteristic.Firstly,mosttrademarksinformthecustomersofthebasicfunctionsofcertainproduct.Forexample,“金嗓子”，“感康”arecommontrademarksformedicine.“金嗓子”:meansasweetandmellowvoiceinChinese,;successfullyshowingthefunctionofthismedicineforthroat.“感康”meanstherecoveryofthecommoncold;inChinese,successfullyindicatingthefunctionofthismedicineforcommoncold.“舒肤佳”(safeguard)isatrademarkforfancysoap.InChinese“舒肤佳meansthecomfortablefeelingoftheskin,successfullyshowingthefunctionofthisfancysoapforskin.Stillwecancitesomeotherexamples,suchas:“光明”“惠尔康”“健