商标词翻译中的文化禁忌及应对策略英语论文

商标词翻译中的文化禁忌及应对策略英语论文

On Culture Taboos in Translation of Trademark Words and Coping Strategies

Xu Huimin

Abstracts: With the advent of economic globalization, more and more commodities are going out of the country and have a share in world market. Trademark is a special language symbol and important component of commodity culture，representing the unique characteristics of the commodity. It is also a powerful weapon for enterprisers to participate in international competition. Good trademark translation can bring tremendous wealth to the enterprise while the adverse trademark translation can make the enterprise pay a heavy price; therefore the survival of the enterprise has an intimate relationship with trademark translation. Trademark translation should follow the principles of translation and pay attention to the cultural forbidden zone in trademark translation. Here are many ways to translate trademarks, such as pinyin, transliteration and so on, which should pay attention to the cultural taboos of different countries and nationalities in order to avoid unnecessary troubles. 

1.    Introduction

The emergence of trademarks as a symbol of enterprise, it is a bridge between producers and consumers in direct dialogue it is a powerful weapon for enterprises to participate in international competition. The deepening of China's opening-up and the increasing economic activity of foreign-funded enterprises in China has greatly enriched the economic life of the Chinese people and created many new economic and commercial activities for the Chinese people. A large number of domestic exports to all parts of the world, foreign goods also flooded into the domestic market. Legitimate goods have their own trademarks. Today, with economic globalization and regional economic integration, more and more Chinese enterprises in order to seek larger development space and seek higher economic effectiveness for go out of the country and tend towards the world. At the same time, our lives appear many foreign brands with the same idea and purpose. A company whether can set up its own brand in this time of rapid economic growth and gain more development space, the key depend on product quality and research and development. But once you out of the country, you will face different culture, language, customs... under the background of the international market. The trademark language ……此处隐藏4580个字……emarks. Trademarks are the unity of language and culture. With the continuous deepening and development of cross-cultural communication studies, trademark translation will promote the promotion of trademark promotion of international business exchanges. Because of the geographical position, the political system, the race system and the level of economic development, there are different countries. Enterprises should use cross-cultural communication knowledge that doing a good job of trademark translation, development their own brand strategy, making their own brand. The good trademark translation has great important, the trademark connotation rich can embody the product characteristic. If the trademark is easy to remember, easy to read, easy to understand and vivid, it is the selling point of goods and can arouse the desire of consumers to buy. Only good to guessing consumer psychology and respect for national habits, so as to properly use the advantages of trademark translation to guide consumer consumption. The translation of trademarks is a complex problem, and there are many factors that need to be considered, and cultural factors are one aspect of which the cultural factors of the target market must be studied in order to make the products have good sales, and the translators of trademarks should pay attention to cultural factors and improve their cultural attainment.

Trademark translation is to give consumers a pleasant feeling and deep impression, lure them to consume and buy the product. And the difference of national cultures is a barrier to trademark translation, so in the process of trademark translation, it’s necessary to consider the appropriate translation methods and the different ethnic cultural backgrounds and taboos. Understanding and applying the cultural differences between the commodity producing countries and the commodity selling countries, use flexible and varied translation methods，make the trademark beautiful and elegant, easy to remember and impressive. A good translation of the trademark helps to establish the image of the enterprise and provide consumers with acceptable goods for different countries. In the process of trademark translation, translators should follow certain translation principles, use appropriate translation methods to enable consumers to understand the meaning of trademarks and according to consumer spending habits and consumption psychology under appropriate translation to add a good name for trademarks. Such a good trademark can help companies compete in most brands and improve the international competitiveness of commodities. Therefore, in the commodity circulation, the trademark is the commodity symbol. The use of trademarks to promote products, and establish a good corporate image has become an important way for countries to tap the potential of international market and promote the development of international trade.