1、商標(biāo)詞翻譯中的文化禁忌及應(yīng)對(duì)策略英語論文 Xu Huimin Abstracts: With the advent of economic globalization, more and more modities are going out of the country and have a share in world market. Trademark is a special language symbol and important ponent of modity culture，representing the unique characteristics of the modi

2、ty. It is also a powerful weapon for enterprisers to participate in international petition. 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 inti

3、mate 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

4、 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

5、international petition. The deepening of Chinas 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 mercial activities for the Chinese people. A large number of domestic

6、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 econom

7、ic 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 pany whether can set up its own brand in this time of rapid economic growth and gain more development space, the key depend on product quali

8、ty 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 is a kind of language different from the ordinary word, and the ordinary word parison implication is more pro

9、found and the content enriches makes the people easy to remember. For example advertisement and translation of trademark will play a crucial role in the early stage. It is not an exaggeration to say that when an enterprises brand is in the international market, the name of the modity translated appr

10、eciately or not. In a sense, it is directly related to the brand in the international market, in a way, is directly related to the enterprise brand in the international market. Nowadays we can see all kinds of trademarks when we walking in the street. The trademark is has the remarkable feature of a

11、 modity producer or business operator who use it in order to distinguish his goods from other peoples goods. Therefore, in the circulation of modities, trademark is the symbol of modities. Some trademarks is a word, some trademarks are just a simple image design, while some signs are the bination of

12、 graphics and words. Taking trademarks advertising modity has bee an important way of enterprises to tap the potential of international market and promote the development of international trade. Trademark translation is the transformation from one language to another, and to maintain its original st

13、yle and connotation. Nowadays more and more foreign goods are entering the Chinese market. Meanwhile, more and more Chinese products are selling goods all around the world. How suessfully translate the English trademark into Chinese trademark has bee a problem for many enterprises and the translator

14、 to consider, and if Chinas enterprises have intention to enter the international market, that must be consider how to have good translate for Chinese trademark the into the English trademark. This paper starts from the taboo of trademark translation, analyzes the cultural taboos which should be pai

15、d attention to in the process of trademark translation due to different cultures of various countries. With the exchange of Chinese and foreign products, the translation of trademarks is inevitable, so the translation of trademarks plays an important role in the sale of goods outside the home. The f

16、irst chapter mainly introduces the background and significance of trademark translation. The second chapter mainly introduces the method of trademark translation. The third chapter mainly introduces the different cultural taboos in different cultures, and the fourth chapter mainly puts forward some

17、corresponding strategies for the cultural taboos in the world. The fifth chapter mainly summarizes the full content. 2. Translation Methods of Trademark In the process of trademark translation, businessmen strive for trademark individuality, concise content, break through the rules of grammar, as fa

18、r as possible with the least content text bearing the most corporate culture and modity value, and to make consumers have the desire to buy the goods and facilitate the effect of memory.( 許金杞. 意美、音美、形美英文商標(biāo)的漢譯J, 外語與外語，xx, (11): 48.). 2.1Transliteration Transliteration is based on the pronunciation of

19、 English trademarks, which are translated in the same or similar pronunciation of Chinese characters. Its advantage is that it can maintain the original pronunciation advantage of the original brand and brand name, which can reflect the exotic atmosphere of the goods. Taking transliteration of trade

20、mark name is mainly posed of a persons name, enterprise name or other proper noun. This method is used in both English trademark translation and Chinese trademark translation. A mon used for transliteration English trademark, such as Sony, L Orea, Nike, Casio, Revlon, Ikea etc. 2.2 Synthetic Phonics

21、 Synthetic Phonics is to cut words or make words together, create a new word to translation brand name, make the brand name novel and interesting, impressive, and have abundant association. Therefore, it can play a role in the advocacy. Such as 新意達(dá)集團(tuán)“Newit” (New + Wit), 東方星鐘表“Eastar”（Eeast + star）,

22、膚美靈化妝品“Skinice”（skin + nice）, 金霸王電池“Durable cell” (Durable + Cell), 尤妮佳“Unicharm”（union + charm）, 德生電 “Tecsun”（technology+ sun）. 2.3 Spelling The trademark taking spelling which is more simply and intuitive, and is named directly in the form of pinyin. Such as:大寶（DABAO）、六神（LIUSHEN）、華為（HUAWEI）etc. Wh

23、en we use pinyin to translate the name of an English trademark, sometimes it does not have corresponding words or expressions of Chinese. Some trademarks will be presented in the form of pinyin in the translation process, but the word may have different meanings in English-speaking countries. For ex

24、ample, there is a trademark called “FUCK Pincers”, which probably initials of the pany name. But in English, the word means “cheating, cajoling” or even sex slang. Therefore, when we translate trademarks, we should be careful of each country of cultural differences and cultural taboos. Although the

25、use of pinyin translation of trademarks have failed cases, but the use of Pinyin translation of trademarks have a suessful case. Such as “Chun Lan”（春蘭空調(diào)）and “Chang Hong”（長虹空調(diào)）. But these suesses are in the minority. Some trademarks that use pinyin translation can be misleading, produce negative asso

26、ciations and cause ambiguity. Such as the lipstick brand “芳芳”, translated by pinyin as “Fang Fang”, but in English, the word “Fang” means “along, sharp tooth of a dog; a snakes poison-tooth”. So, for cosmetics that want to make people beautiful, the translation is too different from its original mea

27、ning, and it cant arouse consumers desire to buy. Although pinyin translation is relatively simple pared with other translation methods, but the trademark is only a sign, which usually loses the deep meaning of the original trademark. For example, “金龍” translates to “King Long”. The pronunciation of

28、 “金” and “King” is very close, and it has a noble meaning, and this conversion is reasonable. In China, “龍” is the symbol of Chinese culture, symbolizing the meaning of justice and prosperity, but the word “Long” in English pronunciation for “Wolf” so with the meaning of “龍” have a clear difference

29、in meaning. In these cases, the loss of the original meaning of the trademark but also to foreign consumers puzzled, do not understand what these trademarks mean, thus affecting the sales volume. 2.4 Liberal Translation The liberal translation refers to the translation aording to the purport of the

30、original text, not the word translation. Usually in the translation of sentences or phrases used more, liberal translation is mainly used in the original language and the translation of large cultural differences in the case. Liberal translation is more able to reflect the language characteristics o

31、f the nation. The transliteration of trade mark means that the translator has to abandon the literal meaning of the original text in order to conform to the original content and the main language function, which is based on the national culture and focuses on the cultural connotation. In other words

32、, the transliteration is a pletely literal translation. Such as “Red Bull”（紅牛飲料），“Microsoft”（微軟），The liberal translation, also called Functional equivalence translation, usually only chooses the content of the original text and discards its form, which is a kind of translation after digestion. For e

33、xample: “雀巢咖啡”translated into Nescafe. Nescafe is the abbreviation of Nestle Coffee, why do you have this translation? Because the coffees outsourcing bottle cap is printed with the design of Nestle, its English is Nestle, and the “咖啡” translation is coffee, so in translating, The translator aording

34、 to the meaning take two words together is “Nescafe”. 3. The Culture Taboos in Translation of Trademark Because in international trade different countries have different social, historical and cultural backgrounds, a modity often appears to be popular in one country, but in another it is neglected.

35、This is because the translator did not take fully the cultural and historical background of the trademark translation into aount, which led to the marketing failure. Translators should have a certain understanding of different countries of national culture and cultural taboos, there will not due to

36、the mistake of trademark translation, result in the failure of modity marketing. ( Nida, E. “Language, Culture and Translating”, 上海: 上海外語出版社, 1993.). 3.1 Taboos of National Psychology National psychology refers to the character, temperament, emotion, value orientation, religious mentality and aesthe

37、tic psychology of a nation. Although the psychological model of a nation has the same characteristics as other nationalities, but most of them are different and mutually exclusive. The national psychological differences make people have psychological conflict in the people intercourse, and form the

38、barrier of mutual intercourse. National psychology is the inherent psychological characteristic of a nation in the process of long-term evolution. Because different ethnic groups are affected by different ecological environment, religious belief and historical political and cultural background, diff

39、erent ethnic groups form different national psychology. Different national psychology has created different values and consuming psychology. The psychological mode of a nation inevitably influences its shopping mentality. In the process of trademark translation, if we ignore the national psychologic

40、al differences, the good products will not be bought for the unaeptable translated trademark in sales place. Such as “帆船” carpet is also the traditional export products translated into junk results in the United States market no one to buy. Originally junk in English sailing aident also have rubbish

41、, tattered meaning. Later it was translated into “Junco” to attract the attention of foreign people. Because of the different customs and morals of each country and nation, the translator should consider the culture and customs of the place of sale. The trademark of the “太陽神口服液” wants to show the wo

42、rld that the oral liquid can be full of youthful vigor, not directly translated into the the god of the sun, the translator in the translation of the Cultural transformation, translated as Apollo, the ancient Greek sun Gods meaning, representing the light and youth, with the original language. 3.2 E

43、lement of Politics, Economy and History Politics, economy and history determine the status of a country in the world, so it is a cultural taboo is an important factor to be considered in the translation of trademarks and a sensitive factor, so it is very important to take into aount the political, e

44、conomic and historical taboos in translation. Such as OPIUM perfume, inventor of the trademark in 1977 had been to China, he started from the Chinese snuff bottle modeling inspiration, created the OPIUM brand perfume, trademark means OPIUM, translated as OPIUM will remind the Chinese of humiliation

45、of the opium war, the strong national pride makes the perfume was listed in China slammed by consumers, and eventually banned due to violation of Chinas trademark law. Bear in modern economic terms, it can be matched with market, which means market of falling market, popularly known as weak city, ma

46、rket and bear market. Such words should not be used on trademarks. 3.3 The Variation of Culture Taboos in Different Countries 3.3.1 The Variation of Animals Symbolic Meaning Panda: in China, they are seen as animals and pets, but in Muslim countries, they are seen as pig. African trademark also bans

47、 the panda. Bats: westerners believe it is a symbol of terror, death and foreboding. Even kids know its a vampire. However, in our country, it is regarded as a symbol of happiness, as an auspicious omen. Elephant: in India, Sri Lanka and other countries are auspicious things and solemn symbols. But

48、in some European countries, elephants have the same meaning as idiots Owl: in our country, the owl is regarded as an ominous sign. In addition to the Swiss, westerners believe that it is the embodiment of wisdom, courage and toughness. Peacock: in our country and south Asia, it symbolizes auspicious

49、ness and beauty. India also sees it as a national bird, but Europeans see the peacock as a scourge. Dogs: dogs in the west are seen as a loyal partner, protected by law. Instead, in some parts of northern Africa, people hate dogs and taboo dogs. Cats: in many countries, they are considered pets. Eur

50、opeans think cats can bring good luck. But many people in western countries think black cats are unlucky. The crane: our country regards it as a symbol of good luck and longevity, while the French think the crane is a stupid mans name. Rabbit: many countries think that rabbits are cute and docile, b

51、ut in Australia they are the exception. Because rabbits eat grass, they are the bane of wool production, so they dont like the “rabbi” brand. Phoenix: in our country is a kind of the miraculous animals, on behalf of the lucky, happiness, and elegant. Chinese people believed that a “鳳凰”bicycle can br

52、ing good luck, but in western culture legend phoenix is not dead bird, there is the meaning of renewable and resurrection , so the goods no takers in the west it is not surprising. A similar example of “喜鵲”，but the English word is “magpie” is talking about boring people in the west. 3.3.2 The Variat

53、ion of Number Symbolic Meaning 0: Indians believe that the number ending in 0 is positive. 1: in the eyes of westerners, “1” means perfection and initiation. 3: the Greeks and Egyptians considered the “3” to be sacred, dignified and auspicious. Some western countries see this as an unlucky number. 4

54、: North Korea, Japan and China think this number is unlucky. In the eyes of Japanese, it is lazy and useless. The Arabs thought it was immortal, so they attached great importance to this number. 7: Some Europeans and Americans think this is a good luck, while Singaporeans have the opposite idea. 8:

55、this is a lucky number in China, which is very similar to the word 發(fā), which people tend to choose when choosing a number. Singaporeans, however, say the Numbers are not good. 13: the west and Singapore think this number will bring bad luck and misfortune. So there are no 13 floors in western countri

56、es. Digital deification also shows the difference between east and west. In our country “666”, “999”, “金六?！? “三元” and “13” these digital products, in the United States can see the “7-up”, “Modle Seven” and “7-eleven”and other trademarks of goods, but “666”, “13” goods exported to the United Kingdom

57、and the United States will bee a problem, because the “six” in the west is the symbol of the devil, 13 is an unlucky number. It is difficult for us to master the culture of each country, which requires us to aumulate knowledge to avoid the cultural taboos of other countries in the translation of tra

58、demarks. 3.3.3 The Variation of Color Symbolic Meaning In China, green symbolizes life, red symbolizes passion, white symbolizes purity, and black symbolizes solemnity. In the United States, light colors are generally liked, such as ivory, light green, light blue, yellow, pink, light yellow, and they dont like purple. In France, people have imaginative about color. In addition, the color research and application is very exquisite, like r