提供定制化解決方案

Provide customized solutions

專業語言服務商

Professional language service provider


咨詢熱線

座機:010-56146880

手機:185 1506 5789


_____________________________________________________________________________________________________________________________________

北京翻譯公司為您介紹商標翻譯的原則都有哪些?

  在北京翻譯公司,我們的翻譯工作人員會遇到各種行業的翻譯,其中,商標翻譯就是常見的一種,那么大家了解商標翻譯的時候都有哪些原則嗎?下面詳細為大家介紹:

  In Beijing Translation Company, our translators will encounter translations from various industries. Trademark translation is one of the most common ones. Do you know the principles of trademark translation?

  商標的命名是一種特殊的詞匯使用,有其鮮明的特點:標志性、簡明性、適應性、藝術性、嚴肅性和穩定性,而商標命名的方式也有多種多樣。奈達的等效翻譯理論和諾德的翻譯目的論都為商標的翻譯提供了有力的理論依據。源語中的商標有其獨特的社會功能和目的,那么譯語中的譯名也應以此為依歸,使譯名在譯語中達到相似甚或相同的效果。 因此,商標翻譯需要充分考慮商標用詞的特殊性,特別是雙語間的文化差異、民族心理及審美差異等因素,提供清楚、準確的商品信息, 達到誘發讀者購買欲望的目的, 最大限度地獲得與原商標同等的品牌效果。

  Trademark naming is a special vocabulary, which has its distinct characteristics: symbolism, conciseness, adaptability, artistry, seriousness and stability. Nida's Equivalent Translation Theory and Nord's Skopostheorie provide a strong theoretical basis for trademark translation. The trademark in the source language has its unique social function and purpose, so the translated name in the target language should also be based on it, so that the translated name can achieve similar or even the same effect in the target language. Therefore, trademark translation needs to take full account of the particularity of trademark terms, especially the cultural differences, national psychology and aesthetic differences between bilingual languages, to provide clear and accurate commodity information, so as to induce readers'desire to buy, and to maximize the same brand effect as the original trademark.

  1 文化性原則

  1 Principle of Culture

  商品譯名要適應譯入語消費者心理、風俗習慣和道德觀念,“客隨主便,入鄉隨俗”, 要考慮銷售地的歷史、文化、風俗,而不是遵從源語的文化風俗。如韓國起亞的SUV 車Sportage 譯成獅跑,給駕車者一種“如馭雄獅,威猛狂飆”的感覺,符合中國人的心理,是個很好的譯名。太陽神口服液的商標想向世人表明該口服液能夠令人充滿青春活力,沒有直接譯成the god of the sun,譯者在翻譯時進行了文化轉換, 譯為Apollo,古希臘太陽神的意思,代表著“光明、青春”,有符合源語本意。而金雞牌鬧鐘Golden Cock中的cock除了有公雞的意思外,還有男子生殖器之意,試問誰愿購買這樣的鬧鐘,后不得不改為G o l d e nRooster。

  The translation of commodity names should be adapted to the psychology, customs and moral concepts of consumers in the target language, and take into account the history, culture and customs of the place of sale rather than the cultural customs of the source language. For example, Kia's SUV Sportage is translated into Lion Running, which gives the driver a sense of "lion control, fierce speed", which is in line with the Chinese mentality, and is a good translation name. The trademark of Sun Shen Oral Liquid wants to show the world that the oral liquid can make people full of youthful vitality. It has not been translated directly into the God of the sun. The translator has made a cultural transformation and translated it into Apollo. The meaning of Sun Shen in ancient Greece represents "light and youth", which is in line with the original meaning of the source language. The cock in Golden Cock not only has the meaning of cock, but also has the meaning of male genitals. Ask who would like to buy such an alarm clock, and then have to change it to G o l d e n Rooster.

  2 優勢性原則

  2 Principle of Advantage

  商標是商品參與市場競爭的重要工具,知名度越高越好。商標用語要突出商品的優勢和特色,使消費者一看就會產生信任,過目不忘,產生強烈的購買欲望。如Budweiser 啤酒譯為百威,這種啤酒會使人產生“百獸之王,威風凜凜”的豪氣,自然暢銷。豐田公司Lexus豪華轎車這個品牌名是豐田花了3.5 萬美元請美國一家取名公司命名的,Lexus 的讀音與英文“豪華”(L e x u )一詞相近,使人聯想到該車是豪華轎車的印象,譯為“凌志”,開這種豪華轎車使人“胸有凌云之志”,受到成功人士的熱烈歡迎。譯者要深入研究商品的產地、質量、作用、性能、工藝水平、文化情調、市場定位和信譽,才能創出既符合商標所有人的初衷,又體現商品特色譯名。

  Trademark is an important tool for commodities to participate in market competition. The higher the popularity, the better. Trademark terms should highlight the advantages and characteristics of commodities, so that consumers will have trust at a glance, never forget, and have a strong desire to buy. If Budweiser beer is translated into Budweiser beer, this kind of beer will give rise to the heroism of "King of Beasts, Majesty" and naturally sell well. Toyota's Lexus luxury car is a brand name that Toyota spent $35,000 asking an American company to name. The pronunciation of Lexus is similar to the English word "luxury". It reminds people of the impression that the car is a luxury car, translated as "Lexus". Driving this luxury car makes people "ambitious" and is warmly welcomed by successful people. Translators should make a thorough study of the origin, quality, function, performance, technological level, cultural sentiment, market positioning and reputation of commodities in order to create translations that not only conform to the original intention of trademark owners, but also reflect the characteristics of commodities.

  3 審美性原則

  3 Principles of Aesthetics

  翻譯是審美主體(譯者)通過審美中介(譯者的審美意識)將審美客體(原文)轉換成另一種審美客體(譯文)的一種審美活動。這就要求譯者在翻譯時能給讀者提供一個與原文審美效果相等的審美客體,以讓譯文讀者通過自己的知識和經驗來譯文作品的審美價值。商標的譯名應具有通俗美,簡潔美,奇特美,音韻美,和意境美。著名品牌“美加凈”得益于漢語“單字表意”的特點, 取“美麗更添干凈”之意,若譯為beautiful & clean,顯得拖沓冗長,不符合商標名簡潔的審美特點。

  Translation is an aesthetic activity in which the aesthetic subject (translator) transforms the aesthetic object (original text) into another aesthetic object (translation) through the aesthetic intermediary (translator's aesthetic consciousness). This requires the translator to provide the reader with an aesthetic object equal to the aesthetic effect of the original text, so that the translator can use his knowledge and experience to realize the aesthetic value of the translated works. The translation of trademarks should have the beauty of popularity, conciseness, peculiarity, rhyme and artistic conception. The famous brand "Mega Jing" benefits from the characteristics of "single word meaning" in Chinese, and takes the meaning of "beautiful and clean" as its translation, which seems to be protracted and lengthy and does not conform to the aesthetic characteristics of concise trademark names.


在線客服
 
 
 
 
 工作時間
周一至周五 :9:00-18:00
周六至周日 :9:00-17:00
 聯系方式
客服熱線:010-56146880
公司地址:北京市朝陽區西大望路12號大望寫字樓 207室