A Tentative Study of Trademark Translation

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A Tentative Study of Trademark Translation
Zhou Sha
Abstract: Trademark is a special kind of language signs. It is the concentration of commodities’ distinct characteristics, the core of commodities’ culture, and the powerful weapon for an enterprise to participate in international competitions. With the development of globalization and the increase in international trade, the products of importing and exporting strengthen day by day; the translation of trademarks is gaining more and more attention. Nowadays, more and more people have realized that a good translation of a trademark in promoting sales is crucial to the development of international markets and profits making. According to some instances of trademark translation, this thesis summarizes some main characteristics of trademark, and discusses the principles and some general methods of trademark translation. Key words: Trademark; characteristics; translation principles; translation methods

摘要:商标是一种特殊的语言符号,是商品显著特征的浓缩,也是商品文化的核心部分,同时还是企业参与国际竞争的有力武器。随着全球经济一体化的发展和国际贸易的扩大,产品的进出口日益增强,从而也导致了商标的翻译越来越受到重视。如今,人们越来越多的意识到,在产品销售的过程中,一个好的商标译名对开拓国际市场、创造企业财富有着不可忽视的作用。本文通过对商标翻译实例的分析,概述了商标的几个主要特点,并探讨了商标翻译的原则以及商标翻译常用的几种方法。 关键词:商标;特点;翻译原则;翻译方法

Introduction

According to R. Heis, an American economist: “A brand name, i.e. trademark is a name, form, sign, design or a combination of them that tells who makes it or who sells it, distinguishing that product from those made or sold by others.” (Guo Guilong & Zhang Hongbo, 2008: 100) A trademark is just like a product’s name, which is the representative of the image of a company and the symbol of quality. In promoting sales, the trademark plays a very important role in arousing consumer’s desire to shop, bringing the huge economic benefits and even in determining the survival of a company. With China’s joining to the WTO, China strengthens cooperation with other countries, including increasingly frequent economic and trade exchanges. How to introduce our products to foreign countries, bring foreign products into the domestic markets and conduct a successful sales business has become quite important. Therefore, a successful translation of trademark becomes urgent and necessary for the enterprises. While trademark translation is not only a simple conversion from one code to another, but a clear intention of the cross-language commercial, a special cross-cultural communication activity. Thus, it is vital for us to pay more attention to the principles and methods of trademark translation.

Chapter1 The Characteristics of Trademark

Though there are various definitions of trademark, they share something in common. In general, a trademark should be simple and easy to remember, and should be distinctive and favorably associative. 1.1 Simple and Easy to Remember

It is a basic requirement for a trademark to be simple and easy to spell. Choosing short and simple words for composing trademarks will help consumers comprehend them more easily, because simple and short words are easy to keep in memory. Nowadays, with the fast development of economy, more and more trademarks flood into the market, how could consumers memorize all of them? Therefore, if a trademark is short and easy to spell and memorize, it can occupy the market easily. In fact, most well-known trademarks are in short form, such as Nike, Sony, Apple and so on. 1.2 Distinctive from Similar Products

We all know that the purpose of using trademarks is to distinguish one product from others. Therefore, to be distinctive is another important characteristic of a trademark. Trademarks, in a sense, are equal to signs and reputations. Distinctiveness can help customers not to be easily confused with other trademarks in the market either by sound or appearance. Distinctive and typical words may be used to distinguish the relevant product from others. “Kodak” (camera) created by the manager, is distinctive and easy for the potential...
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