A Study of Translation Strategies for Trademark from the Perspective of Translation Aesthetics

By

Mao Diping

In partial fulfillment of the requirement

For the B. A. degree

Department of English

School of Literature

Nanjing University of Information Science amp; Technology

May, 2018

Acknowledgements

I would like to express my gratitude to my advisor Mr. Lu Huaguo who helped me a lot during the writing of this thesis. He has spent much time reading my thesis and provided suggestions. Truly, any progress I have made is the result of his concern and help.

I am also deeply indebted to all the other teachers who has helped me a lot. They offered me valuable advice during my study.

Finally, I am also grateful to my parents for their encouragement and devotion.

Contents

1.Introduction 1

1.1Research Background 1

1.2 Literature Review 1

1.3 Research Significance 1

1.4 Thesis Structure 2

2. An Introduction to the Theory of Translation Aesthetics 3

2.1 The History and Importance of Translation Aesthetics 3

2.2 Western Translation Aesthetics Theory 3

2.3 Chinese Translation Aesthetics Theory 3

3. The basics of trademarks 5

3.1 The definition and origin of trademark 5

3.2 The characteristics of trademark 5

3.3 The Composition of trademark 6

3.2.1 Common Vocabulary Trademark 6

3.2.2 Proper Noun Trademark 6

3.2.3 Combination Word Trademark 6

3.4 The Principles for Trademark Translation 6

3.4.1 The principle of equivalent translation 6

3.4.2 The principle of aesthetics acceptance 7

3.4.3 The principle of respecting cultural diversity 8

4. The Strategies for Translating Trademarks from the Perspective of Translation Aesthetics 8

4.1 Transliteration 8

4.2 Free Translation 10

4.3 Literal translation 11

4.4 The combination of transliteration and free translation 12

5. Conclusion 13

References 13

A Study of Translation Strategies for Trademark from the Perspective of Translation Aesthetics

Mao Diping

Department of English

School of Literature

Nanjing University of Information Science amp; Technology

Abstract: Trademark, which is also known as the brand name, represents the value and significance of commodity and it also reflects the historical and cultural value of this brand. It is very important in such a competitive world and many companies are working on it. Different from other kinds of translation, trademark translation not only needs to be accurate and give expression to the differences, among different cultures and languages, but also needs to take into account the feelings of consumers so that they can remember it easily and be more likely to buy the product. So trademark translation needs to be lively and interesting which requires the translator to think about many questions. This thesis is devoted to an analysis of translation principles and strategies.

Key words: trademark; trademark translation; translation aesthetics; cultural differences

摘要：商标代表着商品的意义和价值同时它也反映出这个品牌的历史与文化价值。在当今这个竞争激烈的社会，许多公司努力塑造更好的商标与品牌形象。商标名的翻译与其他种类的翻译不同，它不仅要求准确、符合不同文化的特征，而且它要求考虑到消费者的感受来让他们可以更好地记住这个品牌并愿意购买商品。所以商标名翻译需要做到生动有趣，这就需要翻译者考虑到诸多问题。本文致力于对商标翻译的原则和策略进行分析。

关键词：商标；商标名翻译；翻译美学；文化差异

1. Introduction

1.1Research Background

Nowadays, with the rapid development of China’s economy, China has become one of the most potential market in the world and commercial exchange plays a more important role than before. More and more brands have been brought to China and the managers are trying to introduce and sell their products. A good brand name will help a lot, so trademark translation has become a popular topic and many scholars have been making efforts to do research on it since 1990s and they have proposed some theories.

1.2 Literature Review

The great number of researches on trademark translation helps more companies to get the perfect name. In addition, a large number of scholars have studied the translation aesthetics. Fu Zhongxuan published the first book about translation aesthetics in China. In this book, he built a frame of translation aesthetics. (傅仲选，1993)Liu Miqing proposed that a translator should base his translation on source text and use some other theories, like aesthetics and linguistics, to provide a new perspective for translation. (刘宓庆，2005)

In China, many scholars have conducted researches on the strategies for trademark translation. For instance, Zhang Yange held the view that trademark translation should be based on the differences among different cultures and languages. (张彦鸽， 2007) Zhang Yiling discussed these several strategies in her essay and pointed out some views on the characteristics of languages and translation.

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