Cultural Difference and Trademark Translation---开题报告

一、文献综述

With the rapid development of economic globalization and China’s economy, China has become the most potential market for products. Many world famous brands have been pouring into Chinese market and impressed Chinese customers very much. There is a close relationship between cultural difference and trademark translation. Enterprises market their product in foreign markets, trying to occupy more global market share.

Eugene Nida once in her paper Language and Culture— The Context in Translation [M], offers a clarifying analysis of the two closely related elements involved in translation — language and culture, with emphasis on the following points: 1. Language and culture cannot exist without each other, and languages not only represent elements of culture, they also serve to model culture; 2. as culture normally changes faster than language, the meaning of a word must be determined by both the syntagmatic contexts and the cultural contexts.

According to Collins Learner’s English-Chinese Dictionary, trademark refers to “a name or symbol that a company uses on its products and that can’t legally be used by another company”. Trademark is a type of special language, representing enterprise image. Some factors have great influence on products’ competition with local brands, for instance, product quality, after-sale service, advertising, etc. Of course, trademark also plays an essential role in products’ marketing, so appropriate translation of trademarks is of great significance. American scholar Al Ries once pointed out that “translation quality may create results of ten-million differences”, showing importance of trademark translation. When companies market their products in foreign markets, it is necessary for them to translate the trademark appropriately and accurately. The translation can not be based on literal meaning or pronunciation exclusively. Cultural factor should be taken into consideration in the process of translation. Different cultures cause different custom and habit, way of thinking, values, etc. Meanwhile, it leads to different consumption psychology, consumption habit, consumption behavior, etc. Therefore, trademark translation must consider target language country culture, which is of great significance on translation results, even sales of products and destiny of the company.

The author “SHI Yu-juan” who is the Department of Foreign Languages Teaching, Normal College, Shenyang University, wrote a paper “Methods and principles of trademark translation in cultural differences” said It is important to understand cultural differences and apply them to translation practice in translation study and practice. Especially in trademark translation there are some revelant methods and principles. she said, the translation skills can be Transliteration, Liberal Translation and Transliteration and Liberal Translation, and I think that’s very useful ,I agree with her.

My paper is aimed at analyzing relationship between trademark translation and cultural differences. A large number of examples are cited in the paper to make analysis be more convincing and acceptable. The examples are all popular trademarks at home and abroad, so it is easy for readers to understand what the writer wants to express and explain in the paper. 

My paper consists of five parts: part one is introduction, introducing background information of the research; part two is about cultural principles in trademark translation, explaining relationship between cultural difference and trademark translation; part three is about strategies applied in trademark translation; part four is a case analysis; and last part is conclusion.

二、^范文提纲

Cultural Difference and Trademark Translation

1. Introduction

1.1 Background Introduction

1.2 Relationship between Trademark and Culture

2. Cultural Principles in Trademark Translation

2.1 Different Cultural Connotations

2.2 Target Language Country’ Culture

2.3 Psychology of Target Language Consumers

3. Strategies for Trademark Translation from the Perspective of Cultural Difference

3.1 Transliteration

3.2 Liberal Translation

3.3 Transliteration and Liberal Translation

3.4 Creative Translation

4. Trademark Translation—Case Analysis

5. Conclusion

三、参考文献

[1] Charles Mitchell.  International Business Culture. Shanghai Foreign Language Education Press P1169 2001.

[2] Eugene Nida1. Language and Culture— The Context in Translation [M]. Shanghai Foreign Language Education Press,2002.

[3] 陈振东.浅论英语商标翻译[J]. 上海翻译，2005（2）.

[4] 贺川生.商标英语.长沙：湖南大学出版社，1994. 

[5] 胡开宝.英汉商标品牌名称对比研究[J].上海交通大学学报,1999(3).

[6] 江枫.中西方文化差异和商标名称翻译.《教育艺术》.2010(11). 

[7] 蒋磊.文化差异与商标翻译的语用失误.《中国科技翻译》.2002(3).

[8] 金惠康.跨文化交际翻译[M] 北京:中国对外翻译出版公司,2003.

[9] 杨德峰.汉语语言与文化交际[M]. 北京：北京大学出版社，1999.

[10] 史玉娟.从文化差异看商标翻译的方法和原则[J]. 沈阳工程学院学报（社会学版）,2005(1).