文化差异中的商标翻译 [5]
论文作者:佚名论文属性:短文 essay登出时间:2009-04-09编辑:黄丽樱点击率:10730
论文字数:6569论文编号:org200904091538096540语种:中文 Chinese地区:中国价格:免费论文
关键词:brandsculture differencestranslationskills商标文化差异翻译技巧
who chatters without stopping. See now , who will be willing to bring the noise maker into house instead of avoiding them ? [7] p95
2.3 Differences in usages
Some words , which originated in Chinese,are frequently spoken and written by the English people, however, they are seldom used in their literal meaning . Then , we should also be careful about them in a brand translation , or else, it would lead to a joke . For instance , one kind of exporting battery is named “ 白象 ” (“ Baixiang ” ). It is translated into English directly as “ White Elephant ” .It may be an exactly right translation . But , in English , “ a white elephant ” is a usage , meaning a burdensome possession ( 沉重的负担 ) and useless things . (无用而累赘的东西) . See , who will be so foolish to spend the money on a burdensome possession or a useless rubbish ? [8] p80
One more example to illustrate this point. “ 白翎 ” (“ Bailig ” ) , one kind of pen made in Shanghai China , is translated into English as “ White Feather ” directly . As a result , it fails to take in the market oversea . What is the reason ? In English , there is an idiom “ to show the white feather ” whose meaning is that deserting on the eve of a battle . That is to say , a white feather has the connotation “a coward ‘. Assuming that when someone sees a pen in your suit pocket or in your hand , what would they think of you? What would you feel when you realize that they think you are a coward ?[9] p56
3. Skills to translate brands in the perspective of cross-cultural communication .
Now that there are some differences between Chinese and English , we should pay attention to them and notice the culture conflicts between these two languages. We should be culture-conscious and try to reduce or avoid making mistakes in cross-cultural communication. The following discusses some skills of translating brands in a cross-cultural communication perspective.
3.1 Common skills
When it comes to brand translation , the common skills are transliteration , semantic translation and trans-semantic translation .
3.1.1 Transliteration
Transliteration is the way by which the brand is translated according to the pronunciation of the source language. The translators pick up words in the target language with the same pronunciation as those in the source language. The purpose of such an approach is to comply with the linguistic rules and to convey the source language culture . Many brands are translated by this way . The first and the most successful example of transliteration is an American beverage Coca-Cola . The brand name of this kind of black beverage is formed by two words “ coca “ and “cola “ . “ coca “ was translated into “古柯” which is a plant growing in South America , and ” cola ” was translated into ” 古拉” which is another kind of plant growing in Africa . Now , it is translated into ” 可口可乐” , which makes the consumers feel sweet and happy . Similar examples are “Pepsi-Cola” (百事可乐) and “Lactov” (乐口福) . Other examples are: the famous Japanese electronic product brand “Nokia”( 诺基亚 ) , the largest fastfood brand “ McDonald’s(麦当劳) ,and the suit brand “ Pierrecardin ” (皮尔卡丹 ) and so on .
3.1.2 Semantic Translation
Semantic translation is the way by which the brand is translated according to the meaning of the source language. The purpose of such an approach is to transfer the source language’s main meaning and make the consumers of the target language understand it more easier.. Numbers of brand
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