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1、学科分类号（二级）740.5011本科学生毕业论文（设计） 题 目A Brief Analysis on Trademark Translation 浅析商标翻译 姓名 道 路 学号 084050001 院、系 外语学院 英语系 专业 英语 (师范1) 指导教师 吴巳英 职称（学历） 讲师 (硕士) 2012年5月10日2012年5月10日独创性声明本人声明所呈交的学位论文是我个人在导师指导下进行的研究工作及取得的研究成果。尽我所知，除文中已经标明引用的内容外，本论文不包含任何其他个人或集体已经发表或撰写过的研究成果。对本文的研究做出贡献的个人和集体，均已在文中以明确方式标明。本人完全意识到本
2、声明的法律结果由本人承担。学位论文作者签名：年 月 日学位论文版权使用授权书本学位论文作者完全了解学校有关保留、使用学位论文的规定，即：学校有权保留并向国家有关部门或机构送交论文的复印件和电子版，允许论文被查阅和借阅。本人授权云南师范大学可以将本学位论文的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或扫描等复制手段保存和汇编本学位论文。学位论文作者签名： 指导教师签名：年 月 日 年 月 日STATEMENT OF AUTHORSHIPExcept where reference is made in the text of the thesis, this thesis cont
3、ains no material published elsewhere or extracted in whole or part from a thesis presented by me for another degree or diploma.No other persons work has been used without due acknowledgement in the main text of the thesis.This thesis has not been submitted for the award of any other degree or diplom
4、a in my tertiary institution.SignedDated- 115AcknowledgementsMy thanks go to all the teachers who have taught me and helped me during the four years of my study in Yunnan Normal University. I am deeply grateful to Ms. Wu Siying, my advisor, for her patient guidance, generous assistance, invaluable a
5、dvice and continual encouragement, all of which have been of tremendous worth to the completion of my thesis.AbstractNowadays, with increasing exchanges in international trading, more and more foreign trademarks have been introduced into our Chinese market, and simultaneously, our home-made products
6、 are exported on a large scale. For better promotion and selling, a proper and perfect translation of the trademark is absolutely needed. Nonetheless, translating trademarks is not simple, or at least it can not follow the same way as translating articles, news, manifestos, claims, etc. This require
7、s unique translation methods, for free and literature translations are not enough for it because of different background of various cultures and the comparative flexibility. On the one hand, some improper translations happen now and then, and hence block the sale of the product. On the other hand, t
8、here are many excellent trademark translations, and due to their outstanding translations, the products have been recognized by the local market and sold well. Hence, the translation of the trademark is so crucial, not only in the field of language study, but also in the field of current trading.How
9、ever, the related academic studies on this issue are not focused enough domestically. For instance, the translation of our national trademarks is still deficient and inadequate because of the criteria on the trademark translation is not universally used. Therefore, in the thesis, Id like to make a b
10、rief analysis on the field and put forward some solutions of my own.Key Words: the translation of trademark; translation methods; solutions摘 要当今随着国际贸易的增长，越来越多的国外商标进入中国市场，同样，我国商品也大量地出口至海外。这期间必然经过不同语言的翻译处理，为了更好的销售产品，一个恰当出彩的译名是必不可少的。可是，对于商标的翻译来说，并不能按照翻译文章，新闻，公告以及宣言的套路，因为商标翻译其后是不同文化成分的认同与否以及相对较大的随意性，因此，
11、对于商标的翻译也绝非易事，传统的直译与意译法并不能完全胜任其中。关键词:商标翻译；翻译方法；解决方案Contents1. Introduction.12. Literature Review.22.1 Preface.22.2 Theory Framework.22.3 The Reasons for the Differences in Trademark Translation.32.4 Principles and Method in the Adoption of Rendering.32.5 Some Concepts and Academic Works and Theories
12、about the Trademark Translation both in China and Overseas. 43. Study Method.63.1. The Method.63.2. The Instrument.64. The Practical Cases Representation.74.1 Analysis on Improper Cases .7 4.1.1. The Ignorance about the Culture of the Target Language.74.1.2 the Overuse of the Chinese Phonetic Alphabet(汉语拼音) in the Trademark Translation.94.2 Analysis on Proper or Excellent Cases .104.2.1. The Proper Rendering Cases under the Culture an
