论商标翻译与美学-On Trademark Translation and Aesthetics
I. Introduction 引言
商标是一个商业术语。它最初的意思是“通过，或仿佛被燃烧，尤其以纪念是谁拥有它的”这是一种名称，英语论文范文，术语，英语论文范文，标记，符号，设计或用于识别一个企业的产品，并从竞争产品区分开来的某种组合。商标被广泛使用，一方面以便确定不同生产者，并保证产品和服务的品质。商标是一个已经获得法学保护，并已获得为它的拥有者的一个品牌。
Trademark is a commercial term. It originally means“to mark something by, or as if by burning, esp. to show who owns it.” It is a name, term, sign, symbol, design or some combination used to identify the products of one firm and to differentiate them from competitive offerings. Trademarks are widely used in order to identify different producers on one hand, and to guarantee quality of goods and services on the other. A trademark is a brand that has been given legal protection and has been granted solely to its owners.
如果一个商标被连续使用，也可享有无限期的保护，与大多数形式的知识产权不同，因为商标是往往是公司最宝贵的资产，他们可能是除了房地产最有价值的财产之一，并可能有一天会包括在地球上第二个最有价值的财产。
If a trademark was used continuously, it may enjoy indefinite protection, unlike most forms of intellectual property, because trademarks are often the most valuable assets of companies, they may be one of the most valuable forms of property after real property and may someday comprise the second most valuable property on Earth. Yet trademarks are not just property, they are aesthetic creations that pervade everyday experience. One estimate is that the average person encounters more than 1,000 trademarks per day, many of which influence purchases and product use. As aesthetic creations have literary, pictorial, graphic, sculptural, and musical content, trademarks deserve aesthetic analysis, so the goal of this article is to discuss the origins, strength, appeal, and effectiveness of trademarks within the context of aesthetic consideration such as meaning, intention, authorship, and mode of creation.
II. Aesthetic Characteristics of Trademarks 商标的美学特征
2.1 Phonetic Aesthetics
The formal beauty of a translated trademark mainly refers to its pleasant pronunciation. Different pronunciation may arouse different psychological reactions (He Chuansheng, 1997.). Many English-Chinese trademark translations sound beautiful and clear in terms of pronunciation. For instance, “派克”(“Parker”), “柯达”(“Kodak”) and “捷安特”(“Giant”).
A good trademark should be pronounced resoundingly, and has the distinct rhythm and harmonious sound to make people enjoy the sense of hearing. The trademark often uses the consonant which the resounding vowel and small blocking degree are easy to spell. There are some examples. “Sharp”(夏普电器), the resounding long vowel gives the human by the aftertaste and distant feeling. “Kodak”(柯达) is the roll film trademark. George Eastman is the founder of the company, who prefers the letter K, so it has been used in the beginning and the ending of the trademark. It is perfect which joined the letter ode to produce presses shutter’s onomatopoeia effect. In the translation, the constitution of the Chinese trademark and the words sound good and harmonious. “Maybelline”, the American cosmetic, full of flavor. It is translated as “美宝莲” in Chinese. “美” suggests that its function can make customers more beautiful, and “莲” suggests that its effect can make customers pretty as paint. These two characters takes its sound and its righteous |
