Analysis of English-Chinese Trademark Translation Strategies开题报告

1. 研究目的与意义

Since China entered the World Trade Organization, the trade rations between China and the other countries have gone a step further. A great number of foreign products pour into Chinese market, so trademark translation plays a more and more important role in enterprises. A good translation may bring a company huge wealth. On the contrary, a bad one perhaps damages the brand image. Studying E-C Trademark Translation Strategies can help enterprises to dominate in the marketing.

2. 研究内容和预期目标

My paper will give a brief introduction to trademarks and the principles of trademark translation, and try to offer some common strategies of translating English trademarks. The first part will introduce the definition、classifications and functions of trademark. Then, the paper will focus on the principles during the process of translation . Finally, the common strategies of E-C trademark translation will be explored.

3. 国内外研究现状

There have been many researches on the analysis of the strategies on E-C trademark translation by both Chinese and foreign scholars, for example, Nida, Eugene. has offered his opinions concerning the theory and functions of trademark in The Theory and Principle of Translation and 《商标名的翻译原则与策略》was written by Yajun Zhu in China. Because of the frequent use of brand names in more and more countries and some of the translation practices, we should pay more attention to the translation background and acceptance and the strategies to translate trademarks. That is why the author attempts to make a research on this topic.

4. 计划与进度安排

I. Introduction In today#8217;s multi-cultural world, imports and exports in enterprises are increasing day by day, so trademark translation is being paid more and more attention. Trademark translation should conform to language norms and cultures of the different countries so that potential customers will be established. A good trademark translation may bring a company huge wealth and advantages, which can convey messages of the original ones appropriately and be accepted by customers. 1. The Definition of trademark 2. Classifications of trademark 3. Functions of trademark II. The Principles of Translating English Trademarks 1. Beauty in sound principle--short, vowels, easy to read 2. Beauty in sense principle--concise, meaning, easy to understand 3. Beauty in form principle--simplify, meanings, easy to know III. Common Strategies of Translating English Trademarks 1.Transliterations 2.Paraphrase translation 3.Word-building IV. Conclusion Only by a lot of studies on trademarks, are we able to discover their importance for enterprises to get market share in the world. To make it vivid and successful, we should take faithfulness, accuracy and smoothness as guiding principles. There are some useful strategies to translate different kinds of trademarks, such as transliterations, paraphrase and word-building. No matter in our future work or study, we will come into contact with trademark translation.

5. 参考文献

[1]Claire Kramsch Language and Culture 上海外语出版社,2000 [2]Homby, A S. 1948. Oxford Advanced Learner#8217;s English-Chinese Dictionary [3]Nida, E.A. amp; Taber, C.R. The theory and Practice of Translation .Shanghai: Shanghai Foreign Language Education Press,2004 [4]Newmark, Peter. A Textbook of Translation. Hemel Hempstead: Prentice Hall, 1998 [5]WTO. 1994. The Agreement on Trade-Related Aspects of Intellectual Property Rights (TRIPS Agreement) [6]郭建中. 文化与翻译 北京 中国对外翻译出版公司，2003 [7]李丹. 浅谈商标翻译的原则和策略 辽宁对外经贸学院 2009 [8]史玉娟. 从文化差异看商标翻译的方法及原则. 沈阳工程学院学报（社会科学版），2005 [9]杨蔚. 论商标翻译的原则与方法 考试周刊 2011 [10]袁丹丹. 浅谈商标的翻译 现代企业教育 学术理论 2011 [11]朱亚军. 商标名的翻译原则与策略. 外语研究，2003