|
2.1 Related Research Withthe development of economic globalization, some translation theories have beenintroduced recently. Liu Fagong (2003) states that “ a brand, i.e. trademark, is a name, term, sign,symbol, design or a combination of them that tells who makes it or who sellsit, distinguishing that product from those made or sold by others. He putforwards four principles of translation trademarks, there are: (1) Accord with nationality psychology in order to avoidmisunderstanding. (2) Try to unfurl ethicalculture and grasp association meaning. (3) Caterto consumption psychology in purpose of winning consumer. (4) Pay attention tocultural transfer and accord with aesthetic psychology”. 内容来自www.paper51.com
Ye Yu (2001) said that " a goodtrademark should compose three categories of a product: Instruction, estheticattraction and cultural information. Instruction is to describe itssignificance and function; Aesthetic attraction arouses people interest;Cultural information acts as a cultural envoy. He also stated that the essenceof the cultural connotation of trademark is restricted by social ideology,national custom, historical culture and aesthetic interest. http://www.paper51.com Shuttleworth and Cowie (2000) defined that a brand name is that part ofbrand that can be vocalized Source Language: The standard term describing the language in which thetext being translated is written. copyright paper51.com According to Zhu Xiaoju (1999), the translationof trademarks is classified into three categories: word-for-word translation,transliteration and the combination of meaning and sound. 内容来自www.paper51.com Li Ying(2003) also said that there are three kinds of translation methodin the translation of trademarks, they are literal translation, transliterationand creative translation. paper51.com Wang Jiong(2003) refers that brand names andslogans make up a major part in corporate identity and build up a bridgebetween the producer and thecustomer. She classified the trademarks translation methods into four kinds,there were: meaning translation, transliteration, acculturated transliterationand free translation. http://www.paper51.com 2.2Definitions http://www.paper51.com Target Language: one of the two standard terms used to denotethe language which is being translated into. The target language usually refersthe translator’ native language (Shuttleworth andCowie.P201) copyright paper51.com Target Text: One of the standard terms used to describinga text, which has been produced, by an act of translation.( Shuttleworthand Cowie, 2000,P204) paper51.com Cultural Differences and thepragmatic failure in translating of trademark 内容来自论文无忧网 www.paper51.com Word-for-word translation: This is often demonstratedas interlinear translation, with the TL (target language) immediately below theSL (source language) word order is preserved and the words translated singly bytheir most common meanings, out of context. The main use of word-for-word translationis either to understand the mechanics of the source language or to construe adifficult text as a pre-translation process. ( Newmark,2001,P45) 内容来自论文无忧网 www.paper51.com |