商标翻译分析和探索

商标翻译分析和探索(选题审批表,任务书,开题报告,中期检查表,毕业论文9460字)
摘 要： 本文旨在通过对商标构成和商标特点的分析探索商标翻译的几种方法:直译,音译,自由翻译.并提出自由翻译可以使译文商标在受语环境下具有同在原语环境下相同的效果,随后结合商标翻译的原则,分析了商标翻译的几种方法.并在此基础上总结了目前中国商标翻译存在的几个问题,还提出了相应的建议.最后得出结论,商标翻译是一门科学更是一门艺术.商标翻译要符合受语的习惯用法,还要符合目标市场中消费者的文化和审美心理.因此商标翻译是以顾客为中心以效果为导向的翻译.全文分为五部分.第一部分为介绍.第二部分分析了商标的特点和构成.第三部分详细介绍了目前商标翻译的方法及商标翻译的原则.第五部分总结了目前我国商标翻译存在的问题并提出了几点建议.最后一部分为总结.
关键词： 商标； 商标翻译； 翻译方法

Analysis of Brand Name Translation
Abstract: This thesis attempts to explore the approaches for brand name translation through analyzing the brand name formations and its characteristics: literal translation, transliteration, free translation. When brand names can find the equivalent word in target language, free translation can bring the vocative effect to the brand name translation. On the basis, the author summarizes the existing problems in brand name translation in China. At the same time, a few suggestions are provided to improve the current situation. For example, to blend the branding and translating into a comprehensive whole. In the end, the thesis concludes: brand name translation is an art as well as a science. Brand name translation should conform to the habitual use of target language, the cultural and aesthetic psychology of customers in target market. And brand name translation is customer-orientated or effect-orientated translation. The thesis includes five parts. The first part is an introduction. The second part analyzes brand name formation and its characteristics. The third part explores brand name translation approaches and principles. The forth part summarizes some existing problems in current Chinese brand name translation and put forward the suggestions. The last Part is a conclusion based on the discussion in the previous parts.
Key Words: Brand name; brand name translation; translation strategies

Contents
Abstract……………………………………………………………………………………….1
Key words…………………………………………………………………………………….1
Introduction…………………………………………………………………………...………2
1 Knowledge on Brand Name………………………………………………………………...3
1.1 Definitions of Brand name………………………………………………………….…….4
1.2 Functions of brand name…………………………………………………………….……5
1.2.1 Distinguishing Goods………………………………………………………...…………5
1.2.2 Promoting Consumption……………………………………………………..…………5
1.2.3 Providing Information of Product………………………………………………………6
1.2.4 Symbolizing Reputation………………………………………...………………………6
1.2.5 Providing Law Protection………………………………………………………………6
1.2.6 Facilitating Publicity………………………………………………...………………….6
1.3 Characteristics of brand names……………………………………………...……………7
1.3.1 Common Characteristics………………………………………………..………………7
1.3.1.1 Spelling……………………………………………………………………..………...7
1.3.1.2 Pronunciation………………………………………………………………...…….…7
1.3.1.3 Descriptiveness……………………………………………………………………….7
1.3.2 Unique Characteristics………………………………………………………………….8
1.3.2.2 Suggestivity………………………………………………………………………...…8
1.3.2.3 Connotation conversion………………………………………………………………8
1.3.2.4 Association……………………………………………………………………………8
2 Brand Name Translation…………………………………………………………………....9
2.1 The Principles of Brand name Translation…………………………………………..……9
2.1.1 The Principle of Product’s Information…………………………………………………9
2.1.2 The principle of Aesthetics……………………………………………………….……10
2.1.3 The Principle of Culture…………………………………………………….…………12
2.1.4 The Principle of Law…………………………………………………………………..14
2.2 Techniques of Brand Name Translation…………………………………………………14
2.2.1 Phonetic Translation……………………………………………………...……………14
2.2.2 Semantic Translation……………………………………………………………..……15
2.2.3 Phonosemantic Translation……………………………………………………………17
3  Existing Problems and Suggestions………………………………………………………18
3.1 Existing Problems………………………………………………………….……………18
3.1.1 Substituting Chinese Phonetic Letters for English Brand names……………….……..18
3.1.2 Adding Surplus “brand” After Brand name…………………………………...………19
3.2 Suggestions…………………………………………………………………...…………19
3.2.1 Coining Brand Names…………………………………………………………………19
3.2.2 Renaming the Products by an English Name………………………………….………20
Conclusion …………………………………………………………………………..………20
Notes………………………………………………………………………...………………21
Bibliography…………………………………………………………………………………21
Acknowledgements……………………………………………………………….…………22