【摘要】：商標是代表商品的符號,它直接影響著消費者對產(chǎn)品質量的判斷,甚至左右人們的在想法。一個成功的商標名稱具有較好的廣告效應,有利于商品的銷售。新疆區(qū)域化交流將會日益頻繁,新疆的少數(shù)民族企業(yè)亦會迎來新的發(fā)展機遇,維吾爾企業(yè)、商標名稱以及國內外外來商品名稱的維語翻譯對于企業(yè)的市場開拓具有重要的意義。商標是區(qū)別商品或服務來源的標志。當今社會生產(chǎn)同類商品的企業(yè)成千上萬,消費者通過商標對商品進行識別和分辨。一種商品是否能夠占有市場除了商品本身的性能與質量外還取決于該品牌是否為普通消費者所熟知,是否擁有一定的知名度一個好的商標應該具備以下三點要求:第一,簡潔,易于認知。第二,反映商品特點。第三,符合消費者審美標準。這三點要求具有普遍性,但并不是唯一標準,在翻譯商標時,要盡可能使譯文商也能像原文商標一樣,發(fā)揮其作用與價值.譯者不僅要對原文商標有正確理解,還大膽創(chuàng)新,盡量使譯文商標能夠完美演繹商品內涵,傳遞原文商標的神韻,兼顧譯文商標讀者的文化,風俗,習慣,吸引更多消費者改革開放以來,新疆作為我國向西開放的前沿陣地,國內外及國際經(jīng)濟貿易規(guī)模不斷擴大,發(fā)展速度較快。在這樣的背景下,各種商標不斷引入、創(chuàng)造和發(fā)展,其作用也在不斷擴展,并且與新疆經(jīng)濟生活有著越來越多聯(lián)系。與此同時,各種各樣漢文或英文商標的不斷涌現(xiàn)給新疆的英漢維翻譯工作者提出了新的問題,所以在國內關于“在翻譯活動中如何體現(xiàn)漢語商標的語言學、文化學和經(jīng)濟學價值”,被進行了研究。在國際貿易不斷增長的今天,商標日益具有國際性,出口產(chǎn)品商標名稱的翻譯直接關系到該產(chǎn)品在國際市場上的銷售情況,因此商標的成功翻譯顯得越來越重要。新疆和國內外的經(jīng)濟文化交流將會越來越頻繁,在各民族團結互助、共同發(fā)展的大好形勢下,少數(shù)民族企業(yè)也迎來了新的發(fā)展機遇,少數(shù)民族企業(yè)生產(chǎn)的優(yōu)質產(chǎn)品也得到了內地消費者的青睞。為了更好地開拓市場,少數(shù)民族企業(yè)家就必須要考慮對商品名稱進行翻譯的問題。本人為了解新疆維吾爾語商品名稱的使用情況,選取伊寧市大超市,通過筆記、圖片采集等方式搜集到400個雙語商品的名稱,然后將對其進行了整理和歸類,分析了這些商品名稱,歸納出其翻譯中存在的問題,并就這些問題提出了相應的解決對策,以及對企業(yè)商品名稱的翻譯活動和語言規(guī)范起到積極作用。這幾年研究較多的是漢語商標的維譯法,也就是翻譯的正確和錯誤。還關于商標名稱的節(jié)律特性,商標名稱從審美角度的分析,商標名稱的多元化等等。綜上分析,國內學者關于維吾爾商標的研究主要集中在商標翻譯方面。然后研究此論文對以后使用的商標名稱有正確的引導作用,比如,正確使用維吾爾語商標名稱能提高企業(yè)形象,不好的商標名稱或者深奧難懂的詞語直接影響產(chǎn)品的銷量以及企業(yè)的形象,更不能談知名度。所以研究此論文對維吾爾企業(yè)有良好的引導作用。
[Abstract]:The trademark is the symbol of the commodity, which directly influences the consumer's judgment on the quality of the product, and even the idea of the left and the right. A successful brand name has a good advertising effect and is beneficial to the sale of goods. Xinjiang's regional exchange will become more and more frequent, and the minority enterprises in Xinjiang will also usher in new development opportunities. The brand names of the Uighur enterprises, the brand names and the foreign trade names at home and abroad are of great significance to the market development of enterprises. A trademark is a mark that distinguishes between a commodity or a service source. In today's society, thousands of enterprises in the same kind of goods are produced, and consumers are identified and resolved through the trademark. Whether a commodity can take possession of the market in addition to the performance and quality of the commodity itself also depends on whether the brand is well-known to the general consumer, and whether it has a certain well-known brand should have the following three requirements: first, simple and easy to recognize. Second, the characteristics of the commodity are reflected. Third, it is in accordance with the consumer's aesthetic standards. The three requirements are universal, but not the only standard. In the case of the translation of the trade mark, the translator can also play its role and value in the same way as the original trademark. The translator not only has a correct understanding of the original trademark, but also bold and innovative, so as to make the brand of the translated product perfect the connotation of the commodity, transmit the original trademark of the original, and take into account the culture, customs and custom of the trademark reader of the translated text, and attract more consumers to reform and open up. As the forward position of China's opening to the west, Xinjiang has been expanding at home and abroad and the international economic and trade scale, and the speed of development is fast. In such a background, various trademarks are constantly introduced, created and developed, their role is expanding, and there are more and more links with Xinjiang's economic life. At the same time, the emergence of a variety of Chinese and English trademarks has raised new problems for Chinese and English translation workers in Xinjiang, so it has been studied in the country on the 鈥淗ow to embody the linguistic, cultural and economic value of Chinese trademark in the translation activity鈥，

本文編號：2374803