The Research Of Trademark Transliteration In The Modern Chinese

Trademarks are closely with people’s lives. Today, along with imported goods, the market economy is unprecedented prosperity and international exchanges increasingly frequent. And foreign word mark has become an important part of modern Chinese vocabulary, in which trademark transliteration is majority. Trademark transliteration is a kind of special vocabulary, because it is not only a linguistic phenomenon, but also a cultural phenomenon. The author collected 400 trademark transliterations from the network and the media, and then established a relatively scientific lexicon. This article is based on the established trademark transliterated word thesaurus, integrated use of cultural linguistics, semiotics, social psychology, the law and other related theories,made the description and demonstration from speech analysis, word form analysis, and development of these three factors.The first chapter studies trademark transliteration from the perspective of phonetics.First, from the syllable, corresponding to the specific circumstances of syllables to make analysis; Secondly, the case from the corresponding phonemes, the phoneme transliteration of foreign trademarks in the corresponding problems encountered in the process were analyzed; the third part is the whole speech from the transliteration of the word mark characteristics understanding of syllables loudness size ze use and the length of three syllables were analyzed. This section reveals the Chinese translation process on the outside, in order to respect Chinese syllables, phonemes convergence, based on a simple finished slightly adjusted to accommodate Chinese vocabulary processing system.Chapter II discusses the trademark of modern Chinese transliteration as general vocabulary and particularity from the perspective of lexicology. Firstly, using knowledge of statistics and trying to do a more comprehensive and scientifically rigorous analysis of knowledge about shape the choice of the translation process;second, analyzed the lexical structure grammar of trademark transliteration; finally on the rhetorical standpoint, made to explore to transliterated word trademark Rhetoric chapter vocabulary trademark transliteration Interpretation.The third chapter discusses the factors that affect the development of trademarks and transliteration of the word. This part analysis trademark transliteration of the word from the social and cultural factors both science and consumer psychology. About transliteration of the word mark on the development, appeared two phenomena andtrends: the emergence of the general vocabulary and imitation transliteration. This chapter analyzes trademark transliteration from the perspective of vocabulary development.