第四讲商标和公示语.ppt

第四讲商标和公示语
一、商标的翻译
翻译方法：

Vodka:伏特加酒
Younger：雅戈尔
Giant：捷安特
Stone：四通
APPOLO:阿波罗
意译
Camel:骆驼
Apple：苹果
Carn第四讲商标和公示语
一、商标的翻译
翻译方法：

Vodka:伏特加酒
Younger：雅戈尔
Giant：捷安特
Stone：四通
APPOLO:阿波罗
意译
Camel:骆驼
Apple：苹果
Carnation Evaporated milk:康乃馨牌炼乳
熊猫电视：Panda TV
英雄钢笔： Hero Pen
合译
Safeguard: 舒肤佳
Coca-Cola:可口可乐
Talent：天能（领带）
Nike：耐克
Sprite:雪碧
二、商标翻译中的文化因素
“孔雀”牌彩色电视机
原译文： Peacock TV:
Peacock: A vain person; a dandy
变通后： Kingbird TV
“帆船”牌皮鞋
原译文：“Junk” Leather Shoes
junk:Articles that are worn-out or fit to be discarded
变通后：“Yacht” Leather Shoes
西子香皂
原译文：“Shitze” Toilet Soap (Shitze --shits )。
变通后： ：West Lake Toilet Soap
“嘉龙牌”
Imperial Dragon
“红星”牌电风扇
“Bright Star” Electronic Fan
“玉兔”
“Moon Rabbit”, 不译为Jade Rabbit
芳芳牌婴儿爽身粉
—Fang Fang  Baby Talcum Powder (Fang： long, sharp tooth of a dog; snake’s poison-tooth)改译：Fun Fun
三、公示语的翻译
A sign refers to a lettered board or other public display placed on or before a building, room, shop or office to advertise business there transacted or the name of person or firm conducting it.
Signs conver a wide range from environmental communication signs(way-finding/directing signs, information signs, notices, and warnings), street signs, traffic signs or road signs, road markers, parking signs, school signs and so on.
Functions of signs
Indicating(指示性公示语) :give detailed information about what it is or what service it provide. “Toilet for men”
Prompting(警示性公示语): remind the readers of paying attention. “Wet Paint”
Restricting(限制性公示语): put restrictions or constrains to readers. “30 Minutes Parking”
Compelling(强制性公示语): show the great powers to induce action. “No littering”
语气不同。英语中的很多限制性公示语到了汉语变成了强制性,也就是汉语中的很多强制性语气可以译成限制性语气,这是因为汉语公示语直指被禁止的对象,而英语标牌则反过来表述不被禁止的对象。
例如:闲人免进
Staff Only
闲人止步
Authorized Persons Only
Admission By Ticket Only
凭票入场
Taxi Pick Up & Drop Off Only
出租车上下客专用区域
语态不同。英语公示语里有大量的被动语态,为了简化,经常采用名词+过去分词独立结构形式,而汉语公示语几乎全是主动语态。