ACREATIVETRANSLITERATINGAPPROACHTOTRADEMARKTRANSLATIONATHESISPRESENTEDTOYITONGCOLLEGECHONGQINGUNIVERSITYOFPOSTSANDTELECOMMUNICATIONSINPARTIALFULFILLMENTOFTHEREQUIREMENTSFORTHEDEGREEBACHELOROFARTSBYCAIYANGXIJUNE2013IABSTRACTASANINTERACTIONTIEBETWEENMANUFACTURESANDCONSUMERS,ABRANDNAMECONTRIBUTESALOTTOTHEPROMOTIONOFTHEPRODUCTWHENLAUNCHINGAPRODUCTINTHEMARKET,THEPURPOSEOFESTABLISHINGBRANDEQUITYISTOWINOVERCONSUMERSFAVORGLOBALIZATIONSTRENGTHENSTHEBUSINESSCOMMUNICATIONALLOVERTHEWORLDHOWTOTRANSLATEAFOREIGNBRANDNAMEINTOCHINESEHASBECOMEANIMPORTANTSTEPTOITSMARKETINGINCHINASCHOLARSHAVEPROPOSEDSOMEPRINCIPLESFORTHEBRANDNAMINGABRANDNAMESHOULDBEEASYTOREADANDREMEMBER,IMAGINATIVEINASSOCIATIONSANDCOMPATIBLETOLOCALCULTURESPECIFICINSTRUCTIONSCONCERNTHESIMILARITYOFPRONUNCIATION,THECOINAGEOFBRANDNAME,THEADOPTIONOFPROPERNAMESANDSOONITISUNDENIABLETHATAGOODTRADEMARKTRANSLATIONCONTRIBUTESMUCHTOTHESUCCESSFULBRANDPROMOTIONINCHINA,SUCHASCOCACOLA,PEPSICOLA,ANDFORDMOSTOFTHESETRADEMARKSARETRANSLATEDVIALOCALIZATION,WHICHKEEPSTHESIMILARITYOFPRONUNCIATIONANDEMPHASIZESLOCALCULTUREANDPRODUCTPROPERTIESBYTHESELECTIONOFCHINESECHARACTERS,CREATIVETRANSLITERATIONCHANGESOREXTENDSTHEORIGINALMEANINGOFTHETRADEMARKTHISTHESISWILLCOLLECTCHINESETRANSLATIONSOFFOREIGNTRADEMARKINTHEMARKET,WHICHARETRANSLATEDBYLOCALIZATION,ANDANALYZETHEIRSUCCESSBYTHEPRINCIPLESOFTHEBRANDNAMINGANDTHESTANDARDSOFEFFECTIVEBRANDNAMESFINALLY,THEPRINCIPLESOFCREATIVETRANSLITERATIONAREPROPOSEDAFTERASERIESOFANALYSESKEYWORDSCREATIVETRANSLITERATION,TRADEMARK,LINGUISTICFEATURES,CROSSCULTURECOMMUNICATIONII摘要商標(biāo)作為連接消費者與生產(chǎn)商的橋梁，在品牌推廣中發(fā)揮著不可小覷的作用。當(dāng)一個新產(chǎn)品進入市場，讓消費者在紛繁的產(chǎn)品中選擇自己的產(chǎn)品便是樹立品牌文化的主要目的。國際化的進程促進各國商品交流日益密切，而當(dāng)外國品牌進入中國市場時，品牌名的中譯成了進駐中國市場的重要環(huán)節(jié)。國內(nèi)外的學(xué)者提出了商標(biāo)命名的主要原則和方法，包括顯著標(biāo)記、易讀易記、豐富聯(lián)想、心理適應(yīng)等主要命名原則和通過諧音、造詞或采用已有專有名詞傳達信息等具體方法。大批外國知名商標(biāo)進入中國市場，如“可口可樂”、“百事可樂”，“福特”，等等。這些品牌在中國市場上大獲成功。不可否認(rèn)商標(biāo)名的翻譯是這些品牌成功進入中國市場的重要因素。這些廣告大多使用創(chuàng)新音譯的手法，使廣告既保持讀音的接近，又突顯本土文化特征和產(chǎn)品特征和功能。通過將商標(biāo)進行本土化的音譯，使所譯商標(biāo)名的意義理解改變和超出原文的意義，產(chǎn)生新的意義。我們把這種翻譯方法叫作創(chuàng)新音譯方法。本論文將收集目前國內(nèi)市場上主要的創(chuàng)新音譯的商標(biāo)名，根據(jù)商標(biāo)命名的原則和方法對他們進行研究和討論，以期解釋為什么這些商標(biāo)名的翻譯能獲得成功，并通過分析討論商標(biāo)名的創(chuàng)新音譯的方法和原則。關(guān)鍵詞創(chuàng)新音譯；商標(biāo)；語言特點；文化因素IIICONTENTABSTRACT摘要1INTRODUCTION12TRANSLATIONTHEORIESANDPRINCIPLES421YANFUSTRINITYPRINCIPLEOFFAITHFULNESS,EXPRESSIVENESSANDELEGANCE422PETERNEWMARKSSEMANTICTRANSLATIONANDCOMMUNICATIVETRANSLATION523EUGENEANIDASEQUIVALENTEFFECTPRINCIPLE53STANDARDSOFCREATIVETRANSLITERATUREANDEXAMPLEANALYSIS831EASYTOPRONOUNCEANDREMEMBER832AVAILABLETOLOCALCULTURE1033SUGGESTIVETOPRODUCTATTRIBUTE1234SUGGESTIVETOTHETARGETCONSUMERS134CONCLUSION15WORKSCITED17ACKNOWLEDGMENTS191INTRODUCTIONWITHCHINASECONOMICDEVELOPMENT,MOREANDMOREFOREIGNENTERPRISESDIVERTTHEIRATTENTIONTOCHINASMARKETANDHOPETOTAKEASHAREOFPROFITSBYLAUNCHINGTHEIRPRODUCTSORSERVICESINCHINATODESIGNACHINESETRADEMARKFORTHEIRPRODUCTISTHEINITIALSTEPTOTHEFURTHERBRANDPROMOTIONINCHINABEINGANIMPORTANTPARTOFATRADEMARK,AGOODBRANDNAMEISOFTHEEXTRINSICFEATURESOFAPRODUCT,WHICHCOULDBEAREFERENCETOITSFUNCTIONASARESULT,ANEFFECTIVEBRANDNAMEISQUITECRUCIALTOTHEINITIALPROMOTIONOFTHEBRANDTHUSPEOPLETHINKAPRODUCTIONWITHAGOODBRANDNAMEMAYENHANCETHESALEOFTHEPRODUCTASDEFINEDINBRITANNICACONCISEENCYCLOPEDIA,ATRADEMARKIS“AMARKUSEDBYAMANUFACTURERORMERCHANTTOIDENTIFYTHEORIGINOROWNERSHIPOFGOODSANDTODISTINGUISHTHEMFROMOTHERS”TRADEMARKSMAYBENAMES,SYMBOLS,TITLES,DESIGNATIONS,SLOGANS,CHARACTERNAMES,ANDSOONADISTINCTIVENAMETHATIDENTIFIESASPECIFICPRODUCTISCALLED“BRANDNAME”ANDALLTHE“TRADEMARKS”ARERESTRICTEDTO“BRANDNAMES”INTHISTHESISINTHEPASTFEWDECADES,MANYSCHOLARSHAVESTUDIEDANDSUMMARIZEDVARIOUSSTANDARDSOFPOWERFULBRANDNAMESFROMMARKETING,LEGALANDLINGUISTICASPECTSRESPECTIVELYTOSUMUP,ANEFFECTIVEBRANDNAMINGSHOULDBEEASYTOREMEMBERANDPRONOUNCE,UNIQUEAMONGOTHERBRANDS,SUGGESTIVETOTHEPROPERTIESOFAPRODUCT,COMPLIEDWITHLOCALCULTUREANDSOMEOTHERSPECIFICSTANDARDSBECAUSEMANYFOREIGNMANUFACTURERSLIKETOADOPTGEOGRAPHICALNAMESOFMANUFACTURESLOCATIONS,FAMILYNAMESOFTHEIRFOUNDERS,COMMONNAMESOFPRODUCTFUNCTIONORCOINEDNAMESWITHSOMEOPTIMISTICMEANINGSASTHEIRBRANDNAMES,HOWTOTRANSLATEFOREIGNBRANDNAMESINTOCHINESEANDCREATECORRESPONDINGORBETTERINFLUENCESTOCHINESECONSUMERSTURNSOUTTOBEANURGINGPROBLEMFORFOREIGNCOMPANIESINMANYPREVIOUSRESEARCHES,SCHOLARSHAVEOFFEREDSOMESPECIFICGUIDANCETOTHETRANSLATIONOFFOREIGNTRADEMARKSLITERALTRANSLATIONCONVEYSORIGINALLITERALMEANINGSOFFOREIGNTRADEMARKSFROMASEMANTICASPECT,WHICHTOALARGESTEXTENDPRESERVESTHEEXOTICFLAVORSOFITSFOREIGNCULTURETRANSLITERATION,ALSOPHONETICTRANSLATION,DELIVERSTHEORIGINALPRONUNCIATIONBYTHETARGETLANGUAGEALTHOUGHBOTHOFTHEMHAVETHEIRADVANTAGESINPROMOTINGTHEPRODUCT,ABETTERTRANSLATIONMETHODSEMANTICANDPHONETICTRANSLATIONISREQUIREDTOMENDTHEDEFECTSOFTHEFORMERMETHODSCREATIVETRANSLITERATION,APHONETICTRANSLATIONMETHOD,KEEPSTHEORIGINALPRONUNCIATIONOFAFOREIGNTRADEMARKANDMAKESASLIGHTORCOMPLETECHANGETOTHEMEANINGOFTHETRADEMARK,WHICHACHIEVESTHEOPTIMALTRANSLATIONEFFECTOFAFOREIGNTRADEMARKTHEEXISTINGSU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