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1、CulturaldifferencesandChinesebrandtranslationAbstract:Abrandisshownbyaname,aword,asign,asymbol,adesignoracombinationofthem.Brand-namingitselfrepresentsastrategicallyimportantissueandmaydeterminethesuccessorfailureofaproduct.Alongwiththeglobalizationofworlde
2、conomy,especiallywithChina’sentryintotheWorldTradeOrganization,moreandmoreChinesehaverealizedtheimportanceofgoodbrandnamesandinternationalbrandnamesinpromotingsalesandcultivating(耕作,养殖,栽培;培养,陶冶,发展)markets.Theessayattemptstomakesomestudyonthetopic.Inthefirst
3、part,theessaytalksaboutculturaldifference.Inthesecondpart,itsuggestssomeappropriateprinciplestoguidethetranslation.Inthethirdpart,theessayprovidessomeflexibly(易弯曲的,柔韧的;可变通的,灵活的)usedmethodstodealwiththeproblemsintranslation.IntroductionBrandnameis“anamegiven
4、byaproducertoaparticularproduct,bywhichitmayberecognizedfromamonglikeproductsmadebyotherproducers.”(LongmanContemporarydictionary).Itactsasabridgebetweenconsumersandproducers,whichguaranteesacompany’slong-standingplaceinthemarket.Itisintendedto(想要,打算,计划;打算使
5、(成为),想让、、做)identifyproductsorservicesofoneselleroronegroupofsellersandtodifferentiatethemfrom(区分,区别)theircompetitors.PartICulturaldifferenceinChinesebrandtranslationCultualdifferenceTheoriental(东方的,东方人的,东方文化的)andtheoccidentalliveindifferentpartsoftheearth.I
6、tmakesdifferentmaterialconditions,differentthinkingpatternsandactions.Therefore,ttheorientalandtheoccidentalhavedifferentcultures,waysoflife,traditionalhabits,historicalstoriesandpoliticalandeconomicalsystems,andsoon.Asitisatoolforexpression,therearediffere
7、ncesbetweentwolanguagesinwaysofexpressionandlinguisticcultures,alsobetweenChinesebrandsandEnglishbrands.Itisnecessarytopayattentiontotheculturaldifferences.Otherwise,manyfoolishnessesandunnecessarytroublesmaycomeaspunishments.Thefollowingaremainexamplesofcu
8、ltureconflicts(冲突)inbrandtranslations.First,Differencesinconnotation.InEnglish,manywordschosenasbrandnamesarecomposedof(创作(乐曲,诗歌等),为、、谱曲;组成,构成)referentialmeaning(literal)andconnotativemeaning(implied),