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《On brand names and the brand translation 文化差异中的商标翻译》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、Onbrandnamesandthebrandtranslation【Abstract】Abrandisshownbyaname,aword,asign,asymbol,adesignora combinationofthem.Itisintendedtoidentifytheproductsorservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetitors.Brand-namingitselfrepresentsastrategicallyimporta
2、ntissueandmaydeterminethesuccessorfailureofaproduct.Agoodbrandnamecanalsosavemillionsofdollarsovertheproduct'slifebecauseitcarriesitsownmeaning,describestheproduct'sadvantages,anddifferentiatestheproductsignificantlyfromitscompetitors.Byreadingthebrandnames,itiseasytotellthepro
3、ductsfromonetotheotherandtoknowthecharactersofproducts.Forthegoodbrandhasthefunctionsofdistinguishing,providinginformationofproductsandbeingsymbolofcredit,thegoodbrandhasagoodadvertisementfortheproductandhelptotakeinalargermarket. Withtheglobalizationofworldeconomy,especiallywi
4、thChina’sentryintotheWorldTradeOrganization,moreandmorepeopleinChinahaverealizedtheimportanceofgoodbrandnamesandinternationalbrandnamesinpromotingsalesandcultivatingmarkets.Itisthereforenotonlynecessarybutalsourgenttostudyonbrandnamesandthebrandtranslationupgradetoanewlevel.The
5、mainobstacleofbrandtranslationisthedifferentcultures.Theculturaldifferencesarerepresentedbytheformsoflanguage.Duetothefactthatbrandsaremainlydescribedbylanguage,therearesomedifficultiesinthebrandtranslation.Then,inthispaper,apartfromsomegeneralknowledgeaboutbrands,theculturaldi
6、fferencesbetweenEnglishandChinesebrandsareshownandsomemistranslationsaregiven.Whatismore,inordertoavoidtheculturalconflictsintranslation,somecommonskills(includingTransliteration, SemanticTranslationandTrans-semanticTranslation)andsomecreativeskills(EffectivenessTranslation,Cha
7、racterTranslation,ApproximationTranslationandEleganceTranslation)areprovided.Andattheendofthepaper,somegeneralprinciplesofbrandtranslationaregivenforagoodbrandtranslation.【KeyWords】brands; culturedifferences; translation; skills 【摘要】商标是商品和商业服务的标记．它是指商品生产者、经营者、服务提供者为了使自己生产、销售的商品
8、或提供的服务,在市场上与其他商品或服务相区别而使用的一种标记。这种标记一般用文字、图形或用文字和图形的组合表
