With the rapid development of the global economy and the increasingly frequent exchanges between different cultures,the internal and external trade of various countries is faced with new opportunities and challenges.T...With the rapid development of the global economy and the increasingly frequent exchanges between different cultures,the internal and external trade of various countries is faced with new opportunities and challenges.Trademark translation is not only the transformation and transition of languages,but also the translation of many cultural images.The main obstacle in trademark translation is the cultural cognitive difference caused by languages,nationality,and environment.These cultural differences bring some difficulties to trademark translation.Based on the cross-cultural awareness,this thesis discusses the cultural factors in the translation of trademarks,and on this basis,summarizes the principles to be followed in the translation of cross-cultural trademarks,and finally puts forward the corresponding translation strategies.展开更多
The good translation of trademarks should be accepted by most customers, which is the purpose of the trademarks translation. It arouses people＇s attention to the problems existing in trademark translation. This paper...The good translation of trademarks should be accepted by most customers, which is the purpose of the trademarks translation. It arouses people＇s attention to the problems existing in trademark translation. This paper probes two main problematic aspects in trademark translation： the problems in the aspect of the culture and the problems in the aspect of the language. Based on the main translating rule of ＂equivalence principle＂, it attempts to focus on the solutions to tackle the problems.展开更多
Through the introduction of Nida＇s translation principles that should be obeyed in trademark translation, the theory, characteristics of trademark and some essay discussed that the theory of dynamic equivalence （fu...Through the introduction of Nida＇s translation principles that should be obeyed in trademark translation, the theory, characteristics of trademark and some essay discussed that the theory of dynamic equivalence （functional equivalence） was applied in trademark translation through the literal translation, transliteration and combination of the both. The essay also pointed out that the theory of functional equivalence was an important theory for trademark translation.展开更多
To some extent, trademarks reflect products’practical value and excellent quality, then, a good product should have a good trademark; now, more and more products are being sold abroad. Thus, a good translated name is...To some extent, trademarks reflect products’practical value and excellent quality, then, a good product should have a good trademark; now, more and more products are being sold abroad. Thus, a good translated name is very important. However,whether they will gain better benefits from the different countries depends not only on their, but also they should have remarkable names that are the trademarks of the products. However, trademark translation is not only a simple process of language transformation, but it is also a kind of intercultural communicative activities. It is affected by many aspects, such as language, culture,religion consuetudinary, psychological factors, aesthetic characteristics, etc. From the perspective of language and culture, it makes thorough analysis to the English translation of Chinese trademarks; so that it makes the readers peculiarly the person who is interested in translating trademarks have a whole understanding for achieving preferable market effect.展开更多
Trademark translation is not only a transformation of different languages, but also anintercultural communication activity. If a company intends to expand the international market, successful trademark translation is ...Trademark translation is not only a transformation of different languages, but also anintercultural communication activity. If a company intends to expand the international market, successful trademark translation is the first step. This essay analyzes the strategies, principles and methods of trademark translation from the perspective of culture.展开更多
As a particular form of translation,brand name translation is not simply a matter of finding equivalent expressions in the target language for the source brand name,but a process of transplanting cultures as well,whic...As a particular form of translation,brand name translation is not simply a matter of finding equivalent expressions in the target language for the source brand name,but a process of transplanting cultures as well,which is not easy.In this article,the author expounds the Principle& Method of Trademark Translation in detail.展开更多
Name is an interesting thing, almost everything has its name. Nowadays along with the rising of consumption levels in China, the brand name of the car becomes an important topic. And the translation of the name of the...Name is an interesting thing, almost everything has its name. Nowadays along with the rising of consumption levels in China, the brand name of the car becomes an important topic. And the translation of the name of the automobile is the primary task for establishing the global image of the brand. In this paper, I summarize the translation methods for automobile trademarks and point out the importance of the translation of automobile's trademarks. In addition, this paper explores the trend in the translation of automobile names in China.展开更多
Trademark,which is commonly known as brand,is the logo of commodity produced by manufacturer or operator of goods.Such kind of logo is usually composed of words or graphs,or by the combination of them.The trademarks o...Trademark,which is commonly known as brand,is the logo of commodity produced by manufacturer or operator of goods.Such kind of logo is usually composed of words or graphs,or by the combination of them.The trademarks of this paper refer to the trademark words,or brand names. This paper starts with the characteristics of English and Chinese trademarks,and then exhibits the current situation and problems in trademark translation;puts forward some basic strategies and methods of translation.Finally,some principles are provided to make translation of trademarks much more vivid and more expressive.All the above is to arouse consumers’ desire to buy,which will make the products more competitive.展开更多
In order to retrieve a similarly look trademark from a large trademark database, an automatic content based trademark retrieval method using block hit statistic and comer Delaunay Triangulation features was proposed. ...In order to retrieve a similarly look trademark from a large trademark database, an automatic content based trademark retrieval method using block hit statistic and comer Delaunay Triangulation features was proposed. The block features are derived from the hit statistic on a series of concentric ellipse. The comers are detected based on an enhanced SUSAN （Smallest Univalue Segment Assimilating Nucleus） algorithm and the Delaunay Triangulation of comer points are used as the comer features. Experiments have been conducted on the MPEG-7 Core Experiment CE-Shape-1 database of 1 400 images and a trademark database of 2 000 images. The retrieval results are very encouraging.展开更多
Based upon an exploration of the versions of trademarks mainly from English into Chinese, this thesis illustrates some typical examples of inappropriateness for trademark translations and analyzes some factors that wo...Based upon an exploration of the versions of trademarks mainly from English into Chinese, this thesis illustrates some typical examples of inappropriateness for trademark translations and analyzes some factors that would influence the way a trademark is rendered. In addition, certain tactics for improvement are recommended.展开更多
By applying the theory of the relationship between microeconomic leverages and corporate risks, this paper discusses methods that the IPOs should choose to dispose the trademark with their parent companies so as to go...By applying the theory of the relationship between microeconomic leverages and corporate risks, this paper discusses methods that the IPOs should choose to dispose the trademark with their parent companies so as to go public with a high issue price. By analyzing their microeconomic leverage effects, this paper points out that each method has its specific effect on risks and the IPOs should choose the method according to its risk factors, existing assets and financial structure to gain risk income and decrease risk losses.展开更多
Case 1 Protection of SINGERTrademark In November 1995,the Jiangsu NanjingBureau of Industry and Commerceinvestigated and dealt with a case in whichthe registered trademark SINGER for sewingmachines belonging to the Si...Case 1 Protection of SINGERTrademark In November 1995,the Jiangsu NanjingBureau of Industry and Commerceinvestigated and dealt with a case in whichthe registered trademark SINGER for sewingmachines belonging to the Singer Co.Ltdwas infringed upon. From the end of 1994 to early 1995,the Jiangsu New Time Industry and TradeCompany(hereinafter called New Time Co.for short),without permission from thetrademark proprietor,organized the productionof 9,600 sewing-machine heads with展开更多
Case 1 The English applicant, the Standard Chartered PLC, filed, on 18 April 2002, an application with the Trademark Office for registration of a device trademark (See Fig. 1 below; hereinafter referred to as the trad...Case 1 The English applicant, the Standard Chartered PLC, filed, on 18 April 2002, an application with the Trademark Office for registration of a device trademark (See Fig. 1 below; hereinafter referred to as the trademark in point) in goods of class 16 of the International Classification, such as "paper, card board, book, magazine, and stationery". The applicant stated in the application that the trademark in point was one composed of combination of colours. Upon examination, the Trademark Office issued...展开更多
In April 1985,the Hoong TaoNominees Pty.Ltd.submittedan application for the registrationof a trademark composed of thecharacters of Pizza Hut and a roofdesign（Hereinafter referred to asthe Pizza Hut trademark）,desig...In April 1985,the Hoong TaoNominees Pty.Ltd.submittedan application for the registrationof a trademark composed of thecharacters of Pizza Hut and a roofdesign（Hereinafter referred to asthe Pizza Hut trademark）,designated for use on meat,dairyproducts,dry and fresh fruit,edibleoil and vegetable products.Aftera preliminary examination by theTrademark Office of the PRC,themark was approved for registrationand published.Between Februaryand April 1986,Pizza Hut Inc.ofthe US submitted an oppositionto the above-mentioned trademarkapplication in accordance withArticle 1 and Article 6 of the ChineseTrademark Law and Article 6<sup>bis</sup> ofthe Paris Convention for theProtection of Industrial Property.展开更多
The trademark right refers to the dominating right that the trademark owners enjoy on the use of the trademark, which is an important intellectual property right. The objects of the trademark right should include all ...The trademark right refers to the dominating right that the trademark owners enjoy on the use of the trademark, which is an important intellectual property right. The objects of the trademark right should include all the rights of the use of the trademark, which not only include the registered trademark, but also include the unregistered trademark that has been used. The trade name is the logo of the legal persons or other organizations in the civil and commercial activities to mark themselves and differ from others.展开更多
Since opening to the outside world, China has paid close attention to the protection of the intellectual property by legislative means. The administrations of industry and commerce and the people’s courts at all leve...Since opening to the outside world, China has paid close attention to the protection of the intellectual property by legislative means. The administrations of industry and commerce and the people’s courts at all levels have handled a lot of trademark infringement cases.effectivelv protecting the exclusive right of foreign registered trademarks in China. In this issue we select some cases to let our readers know how foreign registered trademarks have been protected in China.展开更多
The protection of intellectual property in China has aroused the concern of the international world for some time. Here is an interview of Liu Mingxue, Director of the State Administration of Industry and Commerce, wh...The protection of intellectual property in China has aroused the concern of the international world for some time. Here is an interview of Liu Mingxue, Director of the State Administration of Industry and Commerce, who talked about protecting intellectual property in China, especially the protection of registered foreign trademarks. Reporter: China has done much展开更多
Entrepreneurs and managers of small andmedium-sized enterprises(SMEs)can nowconsult a World Intellectual PropertyOrganization(WIPO)publication thatexplains the basics of trademarks from abusiness perspective.The guide...Entrepreneurs and managers of small andmedium-sized enterprises(SMEs)can nowconsult a World Intellectual PropertyOrganization(WIPO)publication thatexplains the basics of trademarks from abusiness perspective.The guide,entitled"Making a Mark:An Introduction toTrademarks for Small and Medium-sizedEnterprises",is intended to enhance thereader's understanding of the strategic valueof trademarks in business planning.It is展开更多
The Case in Brief The Perfetti Van Melle Corporation (the Perfetti Van Melle for short), an Italian company, registered three trademarks on sweets and candies in China respectively in January 1999, February 2002, and ...The Case in Brief The Perfetti Van Melle Corporation (the Perfetti Van Melle for short), an Italian company, registered three trademarks on sweets and candies in China respectively in January 1999, February 2002, and April 2002. The Perfetti Van Melle Sweets and Candies (China) Co., Ltd. (the Perfetti Van Melle (China) for short) is a sub-company set up with the Perfetti Van Melle's investment in 1994 in Shanghai, and is licensed to exclusively use the mother company's trade dress of the "阿尔卑斯(pronounced...展开更多
文摘With the rapid development of the global economy and the increasingly frequent exchanges between different cultures,the internal and external trade of various countries is faced with new opportunities and challenges.Trademark translation is not only the transformation and transition of languages,but also the translation of many cultural images.The main obstacle in trademark translation is the cultural cognitive difference caused by languages,nationality,and environment.These cultural differences bring some difficulties to trademark translation.Based on the cross-cultural awareness,this thesis discusses the cultural factors in the translation of trademarks,and on this basis,summarizes the principles to be followed in the translation of cross-cultural trademarks,and finally puts forward the corresponding translation strategies.
文摘The good translation of trademarks should be accepted by most customers, which is the purpose of the trademarks translation. It arouses people＇s attention to the problems existing in trademark translation. This paper probes two main problematic aspects in trademark translation： the problems in the aspect of the culture and the problems in the aspect of the language. Based on the main translating rule of ＂equivalence principle＂, it attempts to focus on the solutions to tackle the problems.
文摘Through the introduction of Nida＇s translation principles that should be obeyed in trademark translation, the theory, characteristics of trademark and some essay discussed that the theory of dynamic equivalence （functional equivalence） was applied in trademark translation through the literal translation, transliteration and combination of the both. The essay also pointed out that the theory of functional equivalence was an important theory for trademark translation.
文摘To some extent, trademarks reflect products’practical value and excellent quality, then, a good product should have a good trademark; now, more and more products are being sold abroad. Thus, a good translated name is very important. However,whether they will gain better benefits from the different countries depends not only on their, but also they should have remarkable names that are the trademarks of the products. However, trademark translation is not only a simple process of language transformation, but it is also a kind of intercultural communicative activities. It is affected by many aspects, such as language, culture,religion consuetudinary, psychological factors, aesthetic characteristics, etc. From the perspective of language and culture, it makes thorough analysis to the English translation of Chinese trademarks; so that it makes the readers peculiarly the person who is interested in translating trademarks have a whole understanding for achieving preferable market effect.
文摘Trademark translation is not only a transformation of different languages, but also anintercultural communication activity. If a company intends to expand the international market, successful trademark translation is the first step. This essay analyzes the strategies, principles and methods of trademark translation from the perspective of culture.
文摘As a particular form of translation,brand name translation is not simply a matter of finding equivalent expressions in the target language for the source brand name,but a process of transplanting cultures as well,which is not easy.In this article,the author expounds the Principle& Method of Trademark Translation in detail.
文摘Name is an interesting thing, almost everything has its name. Nowadays along with the rising of consumption levels in China, the brand name of the car becomes an important topic. And the translation of the name of the automobile is the primary task for establishing the global image of the brand. In this paper, I summarize the translation methods for automobile trademarks and point out the importance of the translation of automobile's trademarks. In addition, this paper explores the trend in the translation of automobile names in China.
文摘Trademark,which is commonly known as brand,is the logo of commodity produced by manufacturer or operator of goods.Such kind of logo is usually composed of words or graphs,or by the combination of them.The trademarks of this paper refer to the trademark words,or brand names. This paper starts with the characteristics of English and Chinese trademarks,and then exhibits the current situation and problems in trademark translation;puts forward some basic strategies and methods of translation.Finally,some principles are provided to make translation of trademarks much more vivid and more expressive.All the above is to arouse consumers’ desire to buy,which will make the products more competitive.
基金Supported by the National High Technology Research and Development Program of China(863 Program) (2006AA01Z129)the 985-2 Project (0000-X07204) of Xiamen University
文摘In order to retrieve a similarly look trademark from a large trademark database, an automatic content based trademark retrieval method using block hit statistic and comer Delaunay Triangulation features was proposed. The block features are derived from the hit statistic on a series of concentric ellipse. The comers are detected based on an enhanced SUSAN （Smallest Univalue Segment Assimilating Nucleus） algorithm and the Delaunay Triangulation of comer points are used as the comer features. Experiments have been conducted on the MPEG-7 Core Experiment CE-Shape-1 database of 1 400 images and a trademark database of 2 000 images. The retrieval results are very encouraging.
文摘Based upon an exploration of the versions of trademarks mainly from English into Chinese, this thesis illustrates some typical examples of inappropriateness for trademark translations and analyzes some factors that would influence the way a trademark is rendered. In addition, certain tactics for improvement are recommended.
基金Thls project is sponsored by National Natural Science Foundation of China（ No.7007206）.
文摘By applying the theory of the relationship between microeconomic leverages and corporate risks, this paper discusses methods that the IPOs should choose to dispose the trademark with their parent companies so as to go public with a high issue price. By analyzing their microeconomic leverage effects, this paper points out that each method has its specific effect on risks and the IPOs should choose the method according to its risk factors, existing assets and financial structure to gain risk income and decrease risk losses.
文摘Case 1 Protection of SINGERTrademark In November 1995,the Jiangsu NanjingBureau of Industry and Commerceinvestigated and dealt with a case in whichthe registered trademark SINGER for sewingmachines belonging to the Singer Co.Ltdwas infringed upon. From the end of 1994 to early 1995,the Jiangsu New Time Industry and TradeCompany(hereinafter called New Time Co.for short),without permission from thetrademark proprietor,organized the productionof 9,600 sewing-machine heads with
文摘Case 1 The English applicant, the Standard Chartered PLC, filed, on 18 April 2002, an application with the Trademark Office for registration of a device trademark (See Fig. 1 below; hereinafter referred to as the trademark in point) in goods of class 16 of the International Classification, such as "paper, card board, book, magazine, and stationery". The applicant stated in the application that the trademark in point was one composed of combination of colours. Upon examination, the Trademark Office issued...
文摘In April 1985,the Hoong TaoNominees Pty.Ltd.submittedan application for the registrationof a trademark composed of thecharacters of Pizza Hut and a roofdesign（Hereinafter referred to asthe Pizza Hut trademark）,designated for use on meat,dairyproducts,dry and fresh fruit,edibleoil and vegetable products.Aftera preliminary examination by theTrademark Office of the PRC,themark was approved for registrationand published.Between Februaryand April 1986,Pizza Hut Inc.ofthe US submitted an oppositionto the above-mentioned trademarkapplication in accordance withArticle 1 and Article 6 of the ChineseTrademark Law and Article 6<sup>bis</sup> ofthe Paris Convention for theProtection of Industrial Property.
文摘The trademark right refers to the dominating right that the trademark owners enjoy on the use of the trademark, which is an important intellectual property right. The objects of the trademark right should include all the rights of the use of the trademark, which not only include the registered trademark, but also include the unregistered trademark that has been used. The trade name is the logo of the legal persons or other organizations in the civil and commercial activities to mark themselves and differ from others.
文摘Since opening to the outside world, China has paid close attention to the protection of the intellectual property by legislative means. The administrations of industry and commerce and the people’s courts at all levels have handled a lot of trademark infringement cases.effectivelv protecting the exclusive right of foreign registered trademarks in China. In this issue we select some cases to let our readers know how foreign registered trademarks have been protected in China.
文摘The protection of intellectual property in China has aroused the concern of the international world for some time. Here is an interview of Liu Mingxue, Director of the State Administration of Industry and Commerce, who talked about protecting intellectual property in China, especially the protection of registered foreign trademarks. Reporter: China has done much
文摘Entrepreneurs and managers of small andmedium-sized enterprises(SMEs)can nowconsult a World Intellectual PropertyOrganization(WIPO)publication thatexplains the basics of trademarks from abusiness perspective.The guide,entitled"Making a Mark:An Introduction toTrademarks for Small and Medium-sizedEnterprises",is intended to enhance thereader's understanding of the strategic valueof trademarks in business planning.It is
文摘The Case in Brief The Perfetti Van Melle Corporation (the Perfetti Van Melle for short), an Italian company, registered three trademarks on sweets and candies in China respectively in January 1999, February 2002, and April 2002. The Perfetti Van Melle Sweets and Candies (China) Co., Ltd. (the Perfetti Van Melle (China) for short) is a sub-company set up with the Perfetti Van Melle's investment in 1994 in Shanghai, and is licensed to exclusively use the mother company's trade dress of the "阿尔卑斯(pronounced...
