商标英语翻译的语言特点 第2页
商标英语的语言特点
摘 要
在商品流通中,商标是代表商品的符号。借助商标宣传商品,树立良好的企业形象, 已成为各国挖掘国际市场潜力和促进国际贸易发展的重要途径。如果把营销比喻成一场战役，那么成功的品牌名称就像一面不倒的军旗。中华文化与西方文化差异较大,因此外国品牌要打入中国市场,必须慎重考虑其翻译问题，反之亦然。然而对品牌名称进行翻译，就必须了解其语言的特点，采用恰当的翻译策略和技巧，这样才能使商标英语翻译表达得恰如其分。
本文通过研究商标英语的语言特点，从其不同文化角度，语言修辞角度等进行论述，从而得出商标命名的意义和规范，理解商标的文化内涵。
本文分为四大部分：第一部分，介绍商标命名的历史文化，及其发展的三个重要时期；第二部分，从语言学角度分析了商标名称的语言特点；第三部分，总结当今社会商标命名的五大原则； 最后得出研究商标英语具有重大意义的结论。
关键词：商标； 商标英语； 语言特点 On the Linguistic Characteristics
of Branding English
ABSTRACT本文来自辣'文~论-文.网
In the circulation of commodities, brand is a symbol of a commodity. Naming a successful brand to promote the commodities and to foster a good and healthy company image is the main way of digging international market potential and accelerating international trade development. If marketing is a war, a successful brand is the key to win the war. There are a great variety of differences between Chinese culture and western culture. A successful Chinese translation of an English brand is of prime importance in the market of China, and vice versa. Only when we pay much attention to the linguistic characteristics of a brand and use proper translating strategies and techniques, can we translate the brand successfully. 毕业论文
http://www.751com.cnIn this paper we present an analytical study of the linguistic characteristics of branding English in terms of culture, linguistics and rhetoric. Therefore, we can realize the significance and the regulations of naming an English brand, and understand the cultural connotation of an English brand.
This paper is divided into four parts. Firstly, we introduce the history, culture and the three development stages of brand naming. Secondly, we analyze the linguistic characteristics of branding English. Thirdly, we summarize the five principles of brand naming. And lastly we arrive at a conclusion that the study of branding English is of great significance. Keywords: brand, branding English, linguistic characteristics
Factories established during the Industrial Revolution introduced mass-produced goods and needed to sell their products to a wider market, to customers previously familiar only with locally-produced goods. It quickly became apparent that a generic package of soap had difficulty competing with familiar, local products. The packaged goods manufacturers needed to convince the market that the public could place just as much trust in the non-local product. Campbell soup, Coca-Cola, Juicy Fruit gum, Aunt Jemima, and Quaker Oats were among the first products to be 'branded', in an effort to increase the consumer's familiarity with their products. Many brands of that era, such as Uncle Ben's rice and Kellogg's breakfast cereal furnish illustrations of the problem.
Around 1900, James Walter Thompson published a house ad explaining trademark advertising. This was an early commercial explanation of what we now know as branding. Companies soon adopted slogans, mascots, and jingles that began to appear on radio and early television. By the 1940s, manufacturers began to recognize the way in which consumers were developing relationships with their brands in a social/psychological/anthropological sense.
From there, manufacturers quickly learned to build their brand's identity and personality, such as youthfulness, fun or luxury. This began the practice we now know as “branding” today, where the consumers buy “the brand” instead of the product. This trend continued to the 1980s, and is now quantified in concepts such as brand value and brand equity. Naomi Klein has described this development as “brand equity mania”. In 1988, for example, Philip Morris purchased Kraft for six times what the company was worth on paper; it was felt that what they really purchased was its brand name.
Marlboro Friday: April 2, 1993 - marked by some as the death of the brand - the day Philip Morris declared that they were to cut the price of Marlboro cigarettes by 20%, in order to compete with bargain cigarettes. Marlboro cigarettes were notorious at the time for their heavy advertising campaigns, and well-nuanced brand image. In response to the announcement Wall street stocks nose-dived for a large number of “branded” companies: Heinz, Coca Cola, Quaker Oats, PepsiCo. Many thought the event signaled the beginning of a trend towards "brand blindness" (Klein), questioning the power of “brand value”.毕业论文
http://www.751com.cn
1.3 The Three Development Stages of Brand naming
For the history of brand names, the stages of brand naming can be divided into roughly three sections in their development as follows:
1. Naming after Proper Names
Beginning from mid 19th century up to early 20th century, most of the brand names are named after company founders, place names, inventors, etc. Naming a business after proper names has been a very common practice in the past and even in today. Proper names generally include the surnames, place names, historical names, myth names, legendary names, etc. Using proper names as brand names can bring us a sense of history, culture and tradition, and thus a feeling of trust and reputation. But today, this practice is not as popular as it was in the 19th century, because of stipulations of trademark laws and marketing considerations.
(1)Using Surnames - Surnames generally include the personal names of company founders, inventors, important persons, myth figures, legendary figures, etc. When surnames are used as brand names, they usually acquire a secondary meaning. Using surnames as brand names makes people feel that a human is standing behind the product, it is individual and friendly. e.g., “Gillette”, the top brand of men’s shaving utensil, was named after King Camp Gillette, product inventor and company founder. “Levi’s” jeans first appeared during the 1860s as a symbol of clothing culture. “Levi’s” is named after a German immigrant, Levi Strauss, who made this kind of hard clothing for gold miners during the Gold Rush in American history. “Lipton”, a tea brand name, was named after Sir Joseph Lipton, who made contribution to the spread of tea dinking in Britain. “Nike” is the goddess of victory, as a brand for sports shoe; it conveys a positive image of victory.
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