商務(wù)英語本科畢業(yè)論文---翻譯者在商標翻譯中的創(chuàng)造性

1、<p>　　商務(wù)英語本科畢業(yè)論文</p><p>　　論文題目Translator’s creativity in trademark translation </p><p>　　論文題目 論翻譯者在商標翻譯中的創(chuàng)造性</p><p><b>　　作者： </b></p><p>　　院系： xx學(xué)院

2、</p><p>　　專業(yè)： 商務(wù)英語</p><p>　　準考證號：xxxxxxx</p><p><b>　　指導(dǎo)老師：xxxx</b></p><p>　　日期：2009年10月28日</p><p>　　Translator’s creativity in trademark tran

3、slation</p><p>　　Abstract：With the principle on which a trademark is translated so rigidly for long, various problems were found in the practice of trademark translation, during which the defective translati

4、on was done in default of creativity. Focusing on translator's lack of creativity and various problems thus caused, the reasons of the lack are discussed with a strategy proposed to compensate for the defective trade

5、mark translation in the perspectives of culture, methodology and acceptability with the intent</p><p>　　Key words：trademark translation；translator's creativity；Culture</p><p>　　The purpose o

6、f research: </p><p>　　Getting rid of the conventional disadvantages of trademark translation; rising above the cultural barrier and integrating different consumers' cultural anticipation with their stron

7、g impression to improve the quality of trademark translation</p><p>　　摘要：長期以來對許多商標翻譯原則的僵化理解,引發(fā)了商標翻譯實踐中的諸多問題。商標翻譯中譯者創(chuàng)造性的缺失就是其中一個重要的缺陷。以譯者創(chuàng)造性為切入點,著重分析了商標翻譯中譯者創(chuàng)造性缺失的原因和由此帶來的種種問題；在此基礎(chǔ)上,嘗試著從文化視角、方法視角和接受視角三個方面提出了補

8、償策略,進而抑制傳統(tǒng)商標翻譯的缺陷、超越文化干擾和融合不同文化消費者的心理,以達到提高商標翻譯質(zhì)量的目的。</p><p>　　關(guān)鍵詞：商標翻譯；譯者創(chuàng)造性；文化</p><p><b>　　Content</b></p><p>　　Introduction…………………………………………3</p><p>　　The

9、 reason why translator is lack of creativity and the default which caused………………………………..3</p><p>　　The strategies of creativity used in trademark translation ………………………………..…………7</p><p>　　Conclusi

10、on…………………………………………..10</p><p>　　Reference……………………………………………..11</p><p>　　Translator’s creativity in the trademark translation</p><p>　　1.Introduction：</p><p>　　Translati

11、on is a way of transferring information, is a process of using target language to express source language exactly and completely. As a competitive symbol, trademark has much higher requirements in its translation: there

12、are many factors need to be considered in the translation such as equvilence, being royal of the source language. Besides, creativity, cultural habits, the characters of the trademark, the public psychology, and the deep

13、 meaning of the trademark are also need to be taken</p><p>　　2. The reason why translator is lack of creativity and the defaults which caused</p><p>　　2.1 The translator’s knowledge bias of crea

14、tivity.</p><p>　　In the translation process of trademark, most people more focus on the equivalent and ignore the creativity. The root reason why this happen is the knowledge bias of creativity. Firstly, man

15、y people consider translation as an imitation: the translation must rely on the original work and omit creation. So they mostly focus on the equivalentwithout understanding it well, only simply put creativity into the op

16、position of equivalent, and cannot practise dynamic equivalence which Nida, advanced. Seco</p><p>　　2.2 The trademark translation defect caused by translator’s lack of creativity.</p><p>　　1) Ov

17、erlooking the culture difference.</p><p>　　It is an indisputable fact thatthere are many differences between the eastern and western culture. And the differences will inevitably lead to obstacles in cross-cu

18、ltural communication. Which are mostly reflected in trademark's translation. But in our practical trademark translation, we don't pay enough attention on cultural differences. For instance, our famous bike brand

19、飛 is a very successful trademark because the word"飛" means its magnificent function and “鴿” expresses the good will of peace</p><p>　　3）Misunderstanding the essence of trademark A trademark

20、is a symbol of an enterprise, the selling is not only related to the quality but also related to its brand name. A natural, elegant and characteristic brand name can give a deep impression to customers and stimulate peop

21、le's desire to buy the goods.</p><p>　　From the essence of trademark, we can express many contents: some express the wishes from the enterprises, such as Youngor, which looks like Younger, so was transla

22、ted to “雅戈爾” to wish customers more elegant and younger. Some prefer to describe the characters of the goods such as Nestle, which was translated as 雀巢, it means sleep well and comfort, and can easily make us to recall a

23、 picture of baby, mother and the baby milk powder. While right now many trademark translations ignore these advantag</p><p>　　4) Losing the meaning of trademark</p><p>　　Besides the functions me

24、ntioned above, a trademark can be used to express more abundant meaning. For instance, our companies and enterprises attach great importance to the Chinese trademarks and generate a large quantity of brand names which ar

25、e meaningful and popular. But many enterprises ignored the importance of the translation of the trademarks; some of them only simply translate with Pinyin. They don't realize that Pinyin is just a symbol without any

26、information transferred for foreigners. </p><p>　　3. The strategies of creativity used in trademark translation　</p><p>　　3.1. Translator’s thought of creativity in the cultural view</p>

27、<p>　　1) Focusing on culture difference</p><p>　　It is fully reflected in trademark translation that the cultural differences result in obstacles. The content of the trademark translation is quite short

28、, but its meaning and information is rich; to embody a trademark's characteristics we need take care of the following details in trademark's translation: the Semantic nuances, the emotional meaning of the words,

29、and the overall meaning. Without any detail it can omit important information or result in ambiguity. And all the details are based on </p><p>　　The cultural differences are usually caused by the below reaso

30、ns: different cultural value; different cultural psychology and verse cultural Atmosphere caused by history, customs and value.</p><p>　　2) Considering the object cultural convention, and avoiding cultural i

31、nterference.</p><p>　　Through the above analysis we can find that there are many differences between the two kinds of culture indeed, so how can we avoid or surpass the differences? Generally we can do as be

32、low:</p><p>　?、賣sing the cultural transfer smartly and not impose on any original culture judges. </p><p>　?、趂ully understanding the meanings of the words used and avoid any Vulgar and ineleganc

33、e. To achieve this goal, we need totally comprehend the meaning of words and avoid ambiguity.</p><p>　?、踑ttaching great attention to some special expressions and political reservations</p><p>　　

34、④using emotional words caustically. There are three kinds of word to express praise, dislike and neutral in any language. So in some translation we need use the emotional words caustically and use the neutral words or ex

35、pressions more to avoid any misunderstanding.</p><p>　?、輈hoosing Pinyin caustically: Since it is just a symbol for foreigners, we need select to use to avoid the lost of a trademark's essence and informa

36、tion transfer. But if the trademark we translated with Pinyin is a very famous place or building such as Changcheng, we can keep it.</p><p>　　3.2. Translator’s thought of creativity in view of method.</p&

37、gt;<p>　　Ever since the beginning, the methods used in trademark translation have been focused on. Generally we use the following:　　1) Imaginary method. Considering the meaning and character of the goods and the

38、public psychology, using enough imagine in translating process can lead to much effect. Like Rejoice which means “欣喜” are very ordinary, but when it entered china market, the P&G translated it as “飄柔”. It was accepta

39、ble to the public and extremely described the characteristics. 　　2) Fabricatio</p><p>　　3.3 Translator’s thought of creativity in view of acceptance theory　　we always take the writer, the original scripts

40、 and the translators as the center while ignore the acceptors in translations. It is said that translation is an information transferring proceed. And within the process we are always trying to find a balance between the

41、 creation and the equivalent. Only based on the original scripts adding the creation can make the translation good. That is also suitable in trademark translation:</p><p>　　1). The inspiration for translatio

42、n research based on Acceptance theory</p><p>　　First, pay some attention from the research of the original work and the translated script to the acceptors. Nida once advances FOCUS IN TRANSLATION, which aske

43、d the translators to think more about the acceptors. Secondly, the acceptance theories not only enhance the translator's subjective consciousness, but also provide an essential theory basis to creativity. </p>

44、<p>　　2) Exactly grasp the demand of receivers in basis of acceptance theory</p><p>　　In the process of seeking new knowledge, each acceptor is more or less influenced by the knowledge, habits and cult

45、ural background he already had when he orient his directions of new knowledge. And then make his expectations. So the basis to advocate acceptance theory is to understand the acceptors well. To finish an excellent transl

46、ation, it is even more important to master two kinds of culture than mastering two languages. Because words and expressions only make sense in the special culture. F</p><p>　　3) Translation strategies in the

47、 guidance of acceptance theory</p><p>　　First of all, we need consider from different views. That is what we said AIDMA: attention、interest、desire、memory、action. Second, we need insist on Dynamic Equivalence

48、 to find the essence. Last, try to merge the receivers' expectations, get accustomed to the acceptors and then accepted by them. A good trademark is an image to stimulate the customers' desire to buy, so the trad

49、emark is accepted, the goods are more likely to be accepted.</p><p>　　4. Conclusion:</p><p>　　The research of trademark translation is hence to be strengthened along with the development of inte

50、rnationalizing products. From theory to practice, from the principle to method, conducting the research in trademark translation has important academic value and remarkable economic value. In such a long time our transla

51、tion teaching and practice more emphasize on accurate meaning and grammar standard; misunderstand the rules of being loyal to the original in trademark translation; and only focus </p><p>　　Reference:</p&

52、gt;<p>　　[1]The theory and and practice of translation; wrote by Nida E.A. 呼和浩特：內(nèi)蒙古大學(xué)出版社, 1998：107.[2]cultural context and language translation; wrote by 包惠南. 北京：中國對外翻譯出版公司, 2001：94－95.[3][4].Equivalent effect