从功能对等的角度论英汉商标翻译
广西师范大学
硕士学位论文
从功能对等的角度论英汉商标翻译
姓名：郑畅
申请学位级别：硕士
专业：英语语言文学
指导教师：周良仁
20060401
从功能对等的角度论英汉商标翻译
2003级英语语言文学专业硕士研究生：郑畅导师：周良仁教授
中文摘要
商标是商品经济发展的产物。它在社会生活中起着不容忽视的重要作用。随着中国进一步对外开放和经济的全球化，国外企业在华的经济活动也日益增加，大量外国商品涌入国内市场。同时，国内商品也出口到世界各地。在这一过程中，人们开始逐渐感受到商标在刺激消费、开拓市场、法律保护等方面的重要性，也意识到商标翻译中存在的困难和问题。做好商标翻译不仅需要掌握语言学、翻译学方面的知识，还需要广泛涉猎市场营销学、心理学、美学、跨文化交际学、广告学等诸多领域。对于译者，恰当得体的商标翻译是一个不小的挑战。
考虑到商标翻译研究的紧迫性和重要性，本文通过对大量英汉商标的分析，探讨了英汉商标翻译的理论基础及其在实践中的运用，并就存在的问题提出了一些建议。
要想做好英汉商标翻译，首先必须了解英汉商标的基本知识，文章首先介绍了商标的基本常识，如商标的定义和功能等，并结合英汉商标实例分析了英汉商标的构词理据和应遵循的基本原则。
商标的翻译必须符合目标市场的文化特征，如宗教信仰、风土人情、价值观念、传统习惯等。论文在第三章中结合若干英汉商标实例，探讨英汉文化差异在商标中的折射，并从价值观念、社会发展、宗教信仰和词语的联想意义等方面探讨文化对商标翻译的影响，为英汉商标互译提供了参考。
商标翻译必须在一定的翻译理论指导下进行。文章以尤金·奈达的“功能对等”理论作为商标翻译必须遵循的基本原则。尤金·奈达是西方翻译理论界的代表，他的“功能对等”理论对中国译者有重大影响及指
导意义。他认为翻译是在译入语中用最切近，最自然的对等语再现原语的信息。本文在“功能对等”理论指导及大量英汉商标实例分析的基础上，总结出以下常用基本翻译方法：（1）音译；（2）直译；（3）直译和音译相结合；（4）调整法。在商标翻译实践中，译者应灵活运用这些翻译方法，以期用最切近，最自然的对等语再现原始商标的信息，引起消费者的有益联想，激发他们的购买欲望。
总之，本文希望通过对英汉商标翻译的系统论述为英汉商标翻译者提高商标翻译质量提供一定的帮助和指导。
关键词：商标，商标翻译，文化差异，功能对等
On Translation of English and Chinese Trademarks from the
Approach of Functional Equivalence
Postgraduate:Zheng Chang Supervisor:Professor Zhou Liangren Major:English language and literature Grade:2003
Research Orientation:translation theory and practice
Abstract
Trademark is the result of the development of commodity economy,playing an important role in daily life.With the further opening-up of China and the globalization of international economy,more and more foreign products are coming into China while an increasing number of China-made products are exported to other countries.At present,people have come to realize the significance of trademark in stimulating consumption,marketing and legal protection,etc.At the same time,the difficulties and problems in trademark translation have become big challenges.
Trademark translation involves not only linguistics and translation theories but also knowledge about marketing,psychology,aesthetics,cross-cultural communication and advertising,etc.An adequate and acceptable translation of trademark is not an easy task for a translator.
Considering the importance and urgent need of the study on trademark translation,this paper focuses on English and Chinese trademark translation,discusses the principles and methods of English and Chinese trademark translation with examples of English and Chinese trademarks and puts forward some suggestions for solving the existing problems in English and Chinese trademark translation.
To translate trademarks well,one need to have the basic knowledge about Chinese and English trade
marks.Thus,this paper first discusses the definition,formation,principles of formation,motivations of formation,and functions of trademark.
Trademark translation must be in conformity with the target culture,including religion, local customs,and values,etc.In the third chapter of this paper,English and Chinese trademarks are analyzed to show the influence of cultural factors.Concepts of value,social development, mythologies and legends,and culture-loaded words’associations all have influences on trademark translation.Thus the translator should take cultural elements into consideration in trademark translation.
Trademark translation must go under the guidance of certain principles and criteria.This paper adopts Eugene A.Nida’s“functional equivalence”as its basic principle.Eugene A.Nida is the representative of western translation theorists,whose“functional equivalence”theory has great influence on Chinese translators.He holds that translating consists in reproducing in the
receptor language the closest natural equivalent of the source language message,first in terms of meaning and secondly in terms of style(1982:13).After analyzing large number of English and Chinese trademarks,the author puts forward the following basic translation methods for trademark translation under the guidance of Nida’s“functional equivalence”:(1)transliteration;
(2)literal translation;(3)combination of transliteration and literal translation;(4)adjustment.
In trademark translation practices,the translator should flexibly make use of the above-mentioned translation methods and try to find the closest natural equivalent of the original trademark,thus provoking the consumers’good associations to stimulate their desires for purchasing the products.
In a word,this paper systematically discusses and analyzes English and Chinese trademark translation in order to provide guidance for improving quality of English and Chinese trademark translation.
Key words:trademark;trademark translation;culture differences;functional equivalence商标常识
Acknowledgements
As for the accomplishment of this thesis,I am most indebted to my supervisor,Prof.Zhou Liangren,who did not only spare no effort in helping me during the whole process of writing and revising.The valuable suggestions he has provided together with his continual encouragement are among the most important factors that have ensured the finish of this thesis.My special thanks also go to my teachers,my fellow classmates and my roommates for all their generous help and precious
suggestions.At last,I would also like to thank my family,especially my husband,who has provided me with the strongest backing with his love,understanding and support,without which I would never have been able to undergo my graduate years so smoothly.

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