刘红光Cultural Gaps & Untranslatability
Culture means the total way of life of a people. According to the anthropologist, Sir Edward Tylor, culture is \"that complex whole which includes knowledge, belief, arts, laws, morals, customs, and any other capabilities and habits acquired by man as a member of society\" (Sir Edward Tylor, 1979: 13-14). Language is a carrier of culture。
商品名称与广告翻译漫谈
胡德香
随着经济与贸易的发展 ,商品和广告的翻译越来越普及。文章从日常生活的实例出发 ,总结出商品名称及广告翻译的特点 :1)简洁易记 ,音义俱佳 ;2 )符合大众审美与实用心理 ;3)诱惑力强 ;4 )文化色彩浓。
Along with the economical and the trade development, the commodity and the advertisement translation is getting more and more popular. The article embarks from daily life's example, summarizes the trade name and the advertisement translation characteristic: 1) succinct easy to record, the pronunciation and meaning is all good; 2) conforms to the populace esthetic and the practical psychology; 3) attraction; 4) the cultural color is thick.
Along with the development of economy and trade, commodity and advertising translation are increasingly popular. This paper, based on the example
of daily life name of goods and summarized the characteristics of advertising translation: 1) concise and easy, sound; 2) meet popular aesthetic and practical psychology; 3) allure is strong; 4) culture colour makeup.
With the development of economy and trade, goods and advertising is becoming increasingly popular translation. Examples of articles starting from the daily life, summed up the trade names and advertising features of the translation: 1) simple and easy to remember, superb sound and meaning; 2) comply with the public aesthetic and practical psychology; 3) the temptation strong; 4) in culture and concentrated.
现代生活离不开商品 ,而商品又离不开广告宣传。一种产品如想打开别国的市场就离不开商品名称与广告的翻译。这种翻译既有经济价值 ,也含有某种文化审美价值 ,因此 ,译名与广告翻译的好坏直接影响该产品的畅销与否。在中国已妇孺皆知的饮料品牌“可口可乐”算得上是译名的楷模
Modern life cannot leave commodity, and commodity away from advertising. A kind of products such as trying to open foreign markets cannot leave the name of commodity and advertising translation. This translation both economic value, also contain some kind of culture, aesthetic value, so the translation and advertising translation direct impact the product best-selling or not. In China the beverage brands already knows \"Coca-Cola\" calculate going up is translation models
The modern life cannot leave the commodity, but the commodity cannot leave
the advertisements propaganda. One product like wants to open other country the market not to be able to leave the trade name and the advertisement translation. This kind of translator already has the economic value, also includes some cultural esthetic value, therefore, translated name and advertisement translation quality immediate influence this product best-selling or not. Has all known in the Chinese women and children the drink brand “the Coca-Cola” is considered as on is the translated name model
Modern life is inseparable from goods and commodities can not do without advertising. If you want to open a product market to other countries is inseparable from the translation of trade names and advertising. This translation not only of economic value, also contains a cultural aesthetic value, therefore, translation and advertising direct impact on the translation of the product sold or not. Including women and children in China has beverage brands, \"Coca Cola\" can be regarded as a model for translation
重视商标翻译 树立企业形象
张晶
随着世界经济全球化进程的加快和中国加入WTO,我们与世界各国的商品交流也更加广泛。国内外厂家无一不在积极调整各自的经营战略和市场方向,以便在国际市场竞争中胜出,得到较大的份额
With the acceleration of the process of economic globalization and China's
accession to WTO, we exchange goods with other countries and more widely. Are all active in domestic and foreign manufacturers to adjust their business strategy and market direction in order to win the international competition in the market to get a larger share
Joins WTO along with world economic gloablization advancement's quickening with China, we and various countries' commodity exchange are also more widespread. The domestic and foreign factories all positively are adjusting the respective business strategy and the market direction, in order to wins in the international market competition, obtains the big share
As the world the development of economic globalization and China's entry into the WTO, we communicate with the rest of the world is more general merchandise. All domestic and foreign manufacturers in positive changes to their business strategy and market direction, so that in the international market competition to win, to get bigger share
商标翻译的美学关照
唐忠顺
现代商标早已从初始时期的纯标记型使用转而服务于商品竞争的需要,成了一种以其区别性功能为基础的多种创意手段错综运用的综合体〔1〕。这些创意手段涵盖语言学、文化学、营销学、社会心理学、广告学、美学等诸多学科。其中,商标的美学价值尤为重要,它是决定商标翻译成功与否的重要因素。
Modern trademark already from initial period of pure markers to serve commodity type using the needs of competition, with its difference became a kind of originality on the basis of sexual function by means of the intricate and complex to (1). These creative means covers linguistics, culture, marketing, social psychology, advertising, aesthetics, and many other subjects. Among them, the trademark aesthetic value, it is particularly important to the success of the trademark translation is to determine the important factors.
The modern trademark already transfers from initial period's pure mark use serves the commodity competition need, has become one kind take its difference function as the foundation many kinds of creativity method crisscrossed utilization complex compound (1). These creativity method covering linguistics, cultural science, marketing study, social psychology, school of advertising, esthetics and so on many disciplines. And, trademark aesthetic value especially important, it is decided that the trademark translates the successful or not important attribute.
Modern trademark has long been marked from the initial period of net-based services using the turn in commodity competition, became a basis of its distinctive features intricate use of a variety of creative means of a synthesis 〔1〕. These innovative methods include linguistics, cultural studies, marketing, social psychology, advertising, aesthetics, and many other disciplines. Among them, the aesthetic value of the trademark is particularly important, it was decided to mark an important factor in the success of translation.
浅谈中英商标翻译的文化因素及原则
赵焕娟
商标作为一种特殊的语言符号，是商品显著特征的浓缩，是商品文化的核心部分，是企业参与国际竞争的有力武器。
Trademark, as a special kind of language sign, is commodity remarkable characteristic enrichment, is the core of commodity culture part is enterprises to participate in the international competition of powerful weapon
The trademark takes one special verbal symbol, is the commodity dominant character concentration, is the commodity culture hard core, is the enterprise participates in the international competition the powerful weapon
Trademark as a special language symbols, is the concentration of the salient features of goods, commodity culture is the core of the enterprises to participate in international competition is a powerful weapon.
商标翻译涉及到地域文化、消费心理、审美观念、价值取向等诸多因素，一种品牌，只有适应销售地的文化传统，才能够打开销路；相反，如果违背了当地的审美观念和价值取向，就难以取得良好的销售业绩，甚至被排斥。一种国外进口的保健品Vigor，英文原意是“精力、活力、力量、气势、魄力“，译为中文”伟哥“，就产生了服用后能够使人精力充沛、活力再现的联想意义，销量大增。原产于我国台湾的一种自行车”捷安特“，中文意思是”特别快捷、特别安全“，英译名同样巧妙——Giant，英文意思是大力士、巨人、伟人，使人产生通过自行车锻炼而成为体魄强健的大力士的联想，可以说是”中名英译两相宜“，极大的刺激了消费者的购买欲望。
Brand Translation involves local culture, consumer psychology, aesthetic concepts, values ??and other factors, a brand sold only to adapt to the cultural traditions, to be able to open the market; the contrary, if contrary to the aesthetic concepts and values ??of local orientation, to difficult to achieve good sales performance, and even rejection. A health care products imported Vigor, in English means \"energy, vitality, strength, vigor, courage,\" Chinese translation of \"Viagra\produced after taking to make energy, vitality reproduction of associative meaning, sales volume increase. A native of Taiwan's bicycle, \"Giant\\"particularly fast, especially security,\" English Translation of the same clever - Giant, English meaning Hercules, giant, great man, gives rise through the exercise bike Hercules to become physically strong association can be said that \"in the name of English tilapia\"
The trademark translation involves to the region culture, the expense psychology, the esthetic idea, the value orientation and so on many factors, one kind of brand, only then the adaptation sale place's cultural tradition, only then can open the sale; On the contrary, if has violated the local esthetic idea and the value orientation, with difficulty obtains the good sales result, even is repelled. One kind of overseas import's healthy product Vigor, English original intention is “the energy, the vigor, the strength, the imposing manner, boldness “, translates for Chinese” the great elder brother “, after produced took, has been able to make the human to be energetic, the vigor reappearance's associative meaning, the sales volume increased. Is native to our country Taiwan's one kind of bicycle” Jieante “, Chinese meaning is” specially is specially quickly, safe “, the British translated name is ingenious - - Giant, English meaning is similarly the strongman, the giant,
the extraordinary personality, causes the human to have strongman's association which becomes through the bicycle exercise has a strong constitution, may say is” a UK translates suitably two “, enormous stimulation consumer's purchase desire.
The trademark translation involves regional culture, consumer psychology, aesthetic concepts, value orientation, and many other factors, a brand, only adapt to sale of traditional culture, can open up an outlet; Instead, if has violated the local aesthetic idea and value orientation, it will be difficult to get a good sales performance, or even excluded. A foreign imports of health products Vigor, English original intention is \"energy, energy and power, imposing manner, courageranslated into Chinese \"viagra\arose after take can make people energetic, dynamic recreate the associative meaning, sales soar. Originating in China Taiwan's a bike \"Giant\English translation also clever - Giant, mean in English strongman, giants, great, make the person produces through the bicycle exercise and become strong, can saying is the lenovo strongman in \"two fitting name translation\consumer purchasing desire.
一、中英商标翻译存在的误区
商标作为语言的一部分也要受到文化的反映。我们对商标的理解不能只限于字面意义，还应了解它的引申意义和丰富的文化内涵。
（一）忽视受众国的宗教信仰和风俗习惯。（二）忽视受众国语言的文化内涵。（三）忽视受众国文化的核心价值和文化心理。（四）忽视跨文化用语意义的迁移
A, Sino-British trademark translation the misunderstanding
Trademark as part of language will suffer a reflection of culture. We can only understand of trademark should also literal meaning and understand its implied meaning and rich cultural connotation.
(a) ignored the religious beliefs and audience countries habits and customs. (2) neglected audience languages cultural connotation. (3) ignored the core values of audience countries culture and the cultural psychology. (4) ignoring cross-cultural language meaning migration
First, the English translation of the misunderstanding trademark trademark as part of the language should be a reflection of culture. Our understanding is not limited to trademark the literal meaning, it should also be extended to understand the meaning and rich cultural connotations. (A) ignore the audience's religious beliefs and customs of the country. (B) the neglect of the cultural connotation of language audience. (C) ignore the audience, the core value of national culture and cultural psychology. (D) ignore the significance of the migration of cross-cultural terms
First, Sino-UK trademark translation existence erroneous zone The trademark also needs to receive cultural as a language part the reflection. We the understanding cannot only be restricted in the literal sense to the trademark, but should also understand that it expands the significance and the rich cultural connotation. (one) neglects the numerous country's religious belief and the
manners and customs. (two) neglects the numerous country language cultural connotation. (three) neglects the numerous country culture core value and the cultural psychology. (four) neglects the Trans-Culture terminology significance migration
进口商标翻译浅探
廖庆生
【摘要】：商标是一种商品表面或包装上的标记、记号,使这种商品和同类的其他商品有所区别。商标翻译是把商标由一种语言翻译成另一种语言,并尽量保留原商标的风格和含义,它属于商务翻译的一种,有其自己的翻译原则、标准和方法。
A logo is a product or packaging surface markers, signs, similar to such goods and other commodities differ. Trademark Translation is to mark by a translation into another language, and to preserve the original style and meaning of the trademark, it belongs to a business translation, the translation has its own principles, standards and methods.
The trademark is on one kind of commodity surface or the packing mark, the symbol, causes this kind of commodity and the similar other commodities has the difference. The trademark translation is the trademark by one language translation Cheng Ling one language, and retains the original trademark as far as possible the style and the meaning, it belongs to the commercial translation one kind, has its own translation principle, the standard and the method.
Trademark is a commodity surface or packaging, mark, mark makes this kind of goods and other goods of the same category. The trademark translation is a kind of language by the trademark translation into another language, and try to preserve the original trademark style and meaning, it belongs to a business translation, has its own translation principles, standards and methods.
商标翻译原则与文化禁忌
黎闯进
中西方在诸多领域的交流合作，为商标的翻译提出了更高的要求，而不同的文化背景造就了不同的消费心理。在人们消费的过程中，商标是架设在商品和消费者之间的一座桥梁，其地位十分重要。
In many areas of Chinese and western, the communication and cooperation for the trademark translation put forward higher request, and different cultural background made different consumption psychology. In the process of people consumption, trademark is mounted on a commodity and a bridge between customers and its position is very important
The West in many domain's exchange cooperations, set a higher request for trademark translator, but the different cultural context has accomplished the different expense psychology. Expends in the people in the process, the trademark is erects between the commodity and a consumer's bridge, its status is very important.
Western exchanges and cooperation in many fields, for a higher mark in the translation requirements, and different cultural backgrounds bring a variety of consumer psychology. In the process of human consumption, is mounted in goods and trade mark as a bridge between consumers, their position is very important.
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