On-the-Mistakes-Committed--Trade-mark-Translation-and-Its-Rectification-through-Domestication.doc
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1、 On the Mistakes Committed in the English-Chinese Trade-mark Translation and Its Rectification through DomesticationAbstractTrademark is somewhat a bridge across commodities and consumers as well as Chinese culture and English culture. However, this kind of bridge is not always easy to build as it c
2、ontains many different or even complicated components history, culture, customs, aesthetic interest etc. Plus, if producers want consumers understand what his product and trademark mean, he may as well use the tool of translation which has two skills we can apply, i.e. domestication and foreignizati
3、on. Besides, manufacturers who want to expand their enterprises tend to have the plan of marketing his goods in the native country, so he has to present the translation version which can be understood by customers in the target market. In order to achieve this goal, the writer suggests the theory of
4、 domestication, taking target culture into consideration and making the connotation hidden in the trademark understood.In this essay, the writer explores the mistakes committed in the English-Chinese trade-mark translation and suggests some rectifications through domestication. In the first part, th
5、e writer gives an introduction of trademark to the readers. Then, five factors influencing the accuracy of the translation are brought up to lay a basis for putting forward a typical translation way literal translation, which is analysed in the third part and a rectification domestication, which is
6、explained in the fourth part. Besides, in order to convince the readers more, the last but one part brings the readers some examples that are translated or corrected by applying domestication. In the end, the writer concludes that the approach of domestication is helpful for solving the problems abo
7、ve.Key words: Trademark; literal translation; domestication; foreignizationOn the Mistakes Committed in the English-Chinese Trade-mark Translation and Its Rectification through DomesticationOutlineThesis Statement: Through analyzing the economy background, five influencing factors and the appropriat
8、eness in the English-Chinese trademark translation, the writer argues that the approach of domestication can be helpful for solving the problems above.I. IntroductionII. The Factors Influencing the Accuracy of English-Chinese Trademark TranslationA. Historical FactorsB. National CustomsC. Social Ide
9、ologyD. Aesthetic InterestE. The Status Quo III. The Analysis on One Typical Way of English-Chinese Trademark Translation Literal Translation IV. Explanation of DomesticationV. The Application of Domestication to English-Chinese Trademark TranslationVI. Conclusion4On the Mistakes Committed in the En
10、glish-Chinese Trade-mark Translation and Its Rectification through DomesticationI. IntroductionIn the modern world of commodity economy, especially after Chinas reform and opening-up as well as its entering into World Trade Organization in 2001, enterprises in our country have increased like mushroo
11、ms after rain. Being faced with opportunities and challenges, Chinese people get in touch with more and more English or other languages trademarks. What is a trademark? Trademark, defined by The Oxford English Dictionary, is that a mark (secured by legal registration or, in some countries, establish
12、ed by use) is used by a manufacturer or trade to distinguish his goods from similar wares of other forms, usually a distinctive device or figure, a fancy name or trade name, or the name of an individual or firm, masked or impressed on the article or upon the package, etc., in or with which it is sol
13、d. 1 Trademark, as a special type of commodity, has penetrated into our everyday lives with every person at all times and places. So a successful trademark translation plays a vital role in increasing the sales, improving a manufactorys image and raising a companys status in the world. However, even
14、 a professional translator who does not have a good possession of general knowledge of the country speaking the source language (SL) cannot produce a proper version of translation in target language (TL). Plus, rich cultural connotation these trademarks contain will often bar the way of understandin
15、g.In this essay, the writer pays more attention to find out a better way to reach a suitable translation of trademarks. The writer, firstly, will analyze the factors influencing its accuracy; then, a clear explanation of literal translation and its harm is given; next, an approach, domestication, an
16、d its specific utilization in the correction of translating errors is presented; last, the writer reaches a conclusion of this strategy being able to solve problems mentioned above. II. The Factors Influencing the Accuracy of English-Chinese Trademark TranslationA. Historical FactorsTrademark someti
17、mes elicits historical culture, fables and so on. The more designers and translators know about the country, the more wonderful outcome of trademark is. English trademarks have somewhat indicated western cultural characters. They come from Greek and Roman mythology/historic person fairytales places,
18、 such as du pout (a persons name who is the founder of a chemical and industry company in America) and Avon, the whole name stratfort-on-avon, Shakespeares former residence, now used for a sort of well-known cosmetics. When it was used as a trademark, it was cut short for the sake of easy-to-remembe
19、r. When it was introduced into China, Avon was translated as “雅芳”, which in Chinese means elegant and beautiful. This translation, giving consideration to both the pronunciation in English and the meaning when translated into Chinese, is the combination of free translation and sound translation; Chi
20、nese trademark also carries on Chinese long history. Like kongfujiajiu, wuliangye and taishantequ, all are, to some extent, related to our civilization of five thousand years because Confucius and his learning school somewhat lay a foundation of Chinese culture.B. National CustomsTrademark should co
21、incide with specific social customs, religions and persons who share the same nationality or ethnic group because a great number of people contribute to the creation of a national cultures development. However, as an abstract concept, the predictions of national culture, the proper use about languag
22、e and what symbols mean can only be generalized. For example, as for colors, people in different cultures or owning customs of great difference may have distinct feelings, however, people in the same country or holding the same psychology may have a similar idea about colors. In Brazil, native peopl
23、e hate the color of purple, since it stands for mourning, while in China, this color represents romance and mobility, so young people in our country pursue it. Here has another obvious but opposite example youngor. It both arouses non-misunderstanding when marketing in English-speaking nations and p
24、uts our Chinese traditional culture into this brand when translating. Its manufacturer, acting up to the characteristics of the commodity, the sound and connotation of Chinese trademark, setting this product in the group of young people, creatively designs youngor. This trademarks English translatio
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