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3.3.1 Transliteration13
3.3.2 Literal Translation.14
3.3.3 Combination of Sound and Meaning.14
4 Conculion15
Bibliography..16
1. Introduction
Language is a special expression for human to exchange thoughts. Some people have thought each language is so distinct that there is no valid way in which the discourses of one language can be translated into another. Therefore, the exchanges between different countries and nations which speak different languages lean upon translation.
We are in an age of globalization when businesses around the world spare no effort to market their products or services in the world marketplace and to build their brand images on a global basis. Before trademarks enter the world market, international trademarks have become a very important strategy for most businesses. Trademark translation is a cross-cultural communication, which involves the study of languages, consumers’ appreciation and habits. It is not simply a word for word translation from source language to target language. Rather, it is a kind of linguistic interchange that demands exact understanding of the cultural connotation of the specific words, phrases and special terms of the two languages. Since every country holds its own distinctive features in politics, economy, religion and customs, the translation of trademarks should consider the cultural elements instead of the traditional translation method, though translation should abide by the criterion of "faithfulness”, which means to convey the exact meaning in an accurate, complete way. In other words, if cross-cultural communication is taken into account, trademark translation would be successful and consequently it will not only promote sales but also enhance reputations of the business. Therefore, all translators, in order to finish tasks well, have to establish proper concept of translation, to master correct skills of translation, to be familiar with the cultures of foreign countries, and to be directly acquainted with various customs and faiths.
In this paper, the researcher will first take a full consideration of the features of trademarks and their significance in the process of trademark translation. And then she will put forward the relationships between trademark translation and cross-cultural elements and the guidance of translation by translation theory. From the analysis of cultural differences and the unique functions of trademarks, people can see the significance of cultural elements in trademark translation.
2.Overview of Trademarks
This chapter takes an overview study on trademarks, such elements as the definition, unique features and the importance of trademarks.
2.1 Definition of Trademarks
In The New Columbia Encyclopedia, trademark is defined as: “Distinctive mark placed on or attached to goods by manufacturer or dealer to identify them as made or sold by him. The use of a trademark indicates that the manufacturer or dealer believes that the quality of the goods will enhance his standing and a known trademark indicates to buyer the reputation that is stuck on the commodity. Registration of trademark is necessary in some countries to give exclusive right to it” (Harris & Levey, 1975).
The Random House Dictionary of the English Language defines trademarks as follows, “trademark: 1, any name, symbol, figure, letter, or word or mark adopted and used by a manufacturer or merchant in order to designate his or her goods and to distinguish them from those manufactured or sold by others. A trademark is a proprietary term that is usually registered with the patent a Trademark Office to assure its exclusive use by its owner. 2, a distinctive mark or feature particularly characteristic of or identified with a person or thing” (Stuart Berg Flexner & Leonore Cray Hauck, 2001:48-50).
2.2 Features of Trademarks
According to Chen Liu (1995: 23-31), trademarks have three features, i.e. differential feature, cultural feature and legitimate feature, knowledge of these features will undoubtedly help people evaluate trademark translation more thoroughly and appropriately.