商务英语翻译第12章 商标的翻译

第一节 商标的构成
Brainstorming
Translate the following phrases into Chinese
1. registered mark
注册商标
2. well-known mark
驰名商标
3. trademark registration certificate
商标注册证书
4. trademark office
商标局
5. trademark registrant
商标注册人
Part V Practical training
Translate the following passage into Chinese
1. Be through with the discussion about all the details before the contract is signed.
在签订合同之前，务必要把全部细节讨论完毕。
2. The economic indexes showed the 20-year or so reform has been a success.
经济指数显示，20余年的改革至今是成功的。
3. A continuous increase in the trade volume of China’s exports has led to a continuous demand
from some major developed countries of the increase in the value of China’s currency.
中国出口贸易额度持续增加，已导致了一些主要发达国家不断要求中国货币升值。
4. The economic environment is characterized by buyers, sellers and competitors.
经济环境的特点是买卖和竞争。
5. The strategy targets a specific segment of buying public by carrying products only in a specific
price range.
该策略以消费群体中的某一特定阶层为目标，只经允许经营特定价格范围之内的商品。

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6. The adoption of our company’s new set of equipment will greatly down the
percentage of defective products.
采用本公司的全套新设备可大大降低废品率。
7. We are especially grateful to you for arranging the meeting for us with the
Machinery Trading Delegation at such short notice.
我们特别感谢你们在时间那么仓促的情况下安排我们同机械交易团的成员会面。
8. The products of our factory are chiefly characterized by their fine workmanship and
durability.
我厂产品的主要特点是工艺精湛，经久耐用。
9. The cheapest might be the dearest.
最便宜的产品也可能是价格最昂贵的。
10. Economists are confident that this trend is inevitable.
经济学家们深信，这种趋势是不可避免的。
Translate the following passage into Chinese
Car Logos
Just as a nation's flag may express the distinct identity of a company，so, too, a
logo is the symbol of an enterprise, embodying the spirits and cultural connotations of
the company. It helps to establish the name and define the character of the brand for
which it stands. Audi, Benz, BMW, Toyota, Ford logos are some of the most globally
recognized logos in the automobile industry.
车标
正如一个国家的国旗可以表达公 司的不同身份一样，标识就是企业的标志，象征着企业
的精神和文化内涵。这有助于建立该品牌所代表的 名字并确认该品牌的特点。奥迪，奔驰，
宝马，本田。福特汽车的标识是一些汽车行业在全球最公认的标 志。
Audi
The four rings that make up the Audi logo represent the four companies th
at were parts of the Auto-Union Consortium in 1932. They were DKW, Horch,
Wanderer and Audi. From the 1930s,the Auto-Union Consortium was able to p
rovide all modes for the German automotive industry, from motorcycles to lux
ury cars.

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奥迪

奥迪汽车的商标四环，代表1932组成汽车联盟财团的四个公司，他们分别是
DKW, Horch, Wanderer and Audi四大车厂。从20世纪30年代开始，汽车联盟财团就能为
德国汽车工业提供各种型号的汽车，从一般的摩托车到豪华小汽车。
Bens
The Mercedes-Benz logo is one of the most famous brands in the world. Th
e Benz logo is a three- pointed star that represents its domination of the land,
the sea and the air. The famous three- pointed star was designed by Gottlieb
Daimler to show the ability of this motors for land, air and sea-usage.
奔驰
梅赛德斯-奔驰的标识是世界上最著名的品牌标识之一 。奔驰的商标由三角星组成代表了
对土地、大海和空气的支配，著名的三角星由Gottlieb Daimler设计的，表明该电机对土地
空中和海上使用的能力。
BMW
The blue and white in the middle of BMW’s logo signifies the blue sky,
white clouds and a rotating propeller. This symbolizes both BMW’s long histor
y and leadership in the aerospace industry in the past and also the company’s
present goals and objectives; to soar higher and faster than the competition, m
eeting their customer’s greatest desires with exquisitely designed technology , b
ringing the latest concepts to life, reflecting the vigorous changes in technolog
y and design and of course being the proud emblem leading the ever-changing
company into the future.
宝马
宝马标识中间的蓝色和白色意味 着整个商标就像蓝天、白云和运转不停地螺旋桨，这象
征着宝马公司渊源悠久的历史和在航空航天工业过 去的领导地位，也是公司现在的目标。为
了比竞争对手跳得更高、更快，满足顾客对精心设计技术的最大 愿望，给生活带来最新的理
念，反映在技术和设计方面的活力变化，当然，这种骄傲的象征引领不断变化 的公司走向未
来。




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Toyota
The Toyota logo was created in October 1989,and contains three circles w
hich represent the heart of the customer ,the heart of the product and the heart
of technological progress and limitless opportunities of the future. In Japanese,
Toyota signifies abundance, and means rice. In some Asian cultures, rice repr
esents wealth. The space in the background implies a global expansion of Toy
ota’s technology and unlimitless potential for the future.
丰田
丰田的标志是在1989十月创建的，它包含三个圆 圈，分别代表顾客的心，产品的心、
技术进步和对未来无限商机的心。在日本人的思想中，丰田意味着丰 富，意味着水稻。在一
些亚洲文化当中，水稻代表着富有。背景中的空间意味着一个丰田技术和未来无限 商机的全
球扩张。

Ford
The Ford logo uses the English word “Ford”, blue and white. Since the fo
under Henry Ford liked animals , the designers of the Ford logo painted the E
nglish word “Ford” like a small rabbit.
福特
福特的标志使用的是英语中“Ford”一词，蓝色的和白色的。由于创始人亨利 福特喜欢
动物，福特标志的设计师画的英语单词“福特”像一只小兔子。









第二节
Brainstorming

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商标的翻译

Translate the following phrases into Chinese
1)trade mark enquiries
注册查询
2)
renewal of trade mark
注册续展
3)
trade mark agency
注册代理
4)
registration of assignment
转让注册

5)

patent specification
专利说明书

Part V Practical training
Translate the following English into Chinese
1. Fanta 芬达
2. lmi’s 爱美丽
3. lremy 艾瑞美
4. Teemix 天美意
5. smart 醒目
6. enfapro 安婴宝
7. natrapure 百利乐
8. new born 婴盾
9. friso 美素佳儿
10. belle 百丽
11. basic house 百家好
12. younger 雅戈尔
13. noike 诺基亚
14. longines 浪琴
15. rejoice 飘柔
Translate the following passage into Chinese

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Louis Vuitton Malletier
路易威登马利蒂

Louis Vuitton Malletier — commonly referred to as Louis Vuitton ,or shortened t
o LV — is a French fashion house founded in 1854. The label is well known for its L
V monogram, which is featured on most products, ranging from luxury trunks and leat
her goods to ready-to-wear, shoes, watches, jewellery, accessories, sunglasses, and bo
oks. Louis Vuitton is one of the world's leading international fashion houses. Louis Vu
itton sells its products through small boutiques in high-end department stores, and thr
ough the e-commerce section of its website.
路易威登马利蒂 - 通常所说的路易威登，通常简称LV，创立于1854年，是法国时装
公 司。众所周知LV是它的标签，标于大多数产品，从豪华的行李箱和皮具产品到穿戴用品，
鞋子、手表、 珠宝、配饰、太阳镜和书籍，路易威登是世界领先的国际时装公司之一。路易
威登通过小的高端百货精品 店销售其产品，并通过其网站的电子商务销售。
Since the 19th century, manufacture of Louis Vuitton goods has not changed: Lu
ggage is still made by hand. Contemporary Fashion gives a preview of the creation of
the LV trunks:
ne by one and securing the five-letter solid pick-proof brass locks with an individual h
andmade key, designed to allow the traveler to have only one key for all of his or her l
uggage. The woven frames of each trunk are made of 30-year-old poplar that has been
allowed to dry for at least four years. Each trunk has a serial number and can take up
to 60 hours to make, and a suitcase as many as 15 hours.
自19世纪以来，路易威登商品的制造 都没有改变：仍然延续手工制作的传统。当代时
尚创造了LV行李箱的一个蓝图：“工匠们先排列出皮革 和帆布，再嵌入一个一个微小图钉
以固定五个字母固体防撬铜锁，这是个人手工制作的关键，旨在让旅客 们的行李箱只有一个
钥匙。每个无纺布制成的行李箱都是由风干至少四年的30年杨树制作的。每个行李 箱都有
一串序列号，制作时间长达60小时，一个手提箱需要15个小时。
Many of the company's products utilize the signature brown Damier and Monogr
am Canvas materials, both of which were first used in the late 19th century. All of the
company's products exhibit the eponymous LV initials. The company markets its prod

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uct through its own stores located throughout the world, which allows it to control pro
duct quality and pricing. It also allows LV to prevent counterfeit products entering its
distribution channels. Louis Vuitton has no discount sales nor does it have any duty-fr
ee stores. In addition, the company distributes its products through .

许多公司的产 品利用签名棕色格子和字母组合的帆布材料，这两者在19世纪后期第一
次使用。该公司的所有产品都展 示出了LV的首字母缩写。该公司通过自己遍布世界各地的
专卖店销售其产品，这使得它能够控制产品质 量和价格，它还可以防止LV的假冒伪劣产品
进入其分销渠道。路易·威登有没有打折销售，也不具有任 何免税店。此外，该公司还通过
它的公司网址销售其产品。
The Louis Vuitton Brand and the famous LV monogram are among the world's
most valuable brands. According to a Millward Brown 2010 study, Louis Vuitton is th
e world's 29th most valuable brand, right after Wells Fargo and before Gillette. The br
and itself is estimated to be worth USD 19.781 billion.
路易·威登品牌和著名的LV字母组合是世界上最有价值的品牌之 一。根据到2010年
明略行公司的研究，路易·威登是世界上第29个最有价值的品牌，位于富国银行 之后和吉
列之前，品牌本身估计价值19.781亿美元。
Louis Vuitton is one of the most counterfeited brands in the fashion world due to
its image as a status symbol. Only a small fraction of products bearing the LV initials i
n the general population are authentic. Ironically, the signature Monogram Canvas wa
s created to prevent counterfeiting. In 2004, Louis Vuitton fakes accounted for 18% of
counterfeit accessories seized in the European Union.
路易威登由于其形象作为一种身份的象征，它的假冒产品在世界 时装界也最多。只有一
小部分印有LV字母缩写的产品是真的。具有讽刺意味的是，创建LV字母组合的 帆布可以
防伪。在2004年，在欧盟查获的假冒产品中，路易·威登的假货占18％。
The company takes counterfeiting seriously, and employs a team of lawyers and
special investigation agencies, actively pursuing offenders through the courts worldwi
de, and allocating about half of its budget of communications to counteract piracy of i
ts (Vuitton's parent company) further confirmed this by stating that ‘so
me 60 people at various levels of responsibility working full time on anti-counterfeitin

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g in collaboration with a wide network of outside investigators and a team of lawyers.
’In a further effort, the company closely controls the distribution of its products. Until
the 1980s, Vuitton products were widely sold in department stores (e.g. Neiman Marc
us and Saks Fifth Avenue). Today, Vuitton products are primarily available at authenti
c Louis Vuitton boutiques, with a small number of exceptions. These boutiques are co
mmonly found in upscale shopping districts or inside luxury department stores. The b
outiques within department stores operate independently from the department and hav
e their own LV managers and employees. LV has recently launched an online store, th
rough its main website, as an authorized channel to market its products.
公司因为假冒严重，所以雇用了一批律师和调查机构，通 过世界各地的法院积极打击罪
犯，并分配通信费用的一半的预算来抵制盗版产品。LVMH（路易威登的 母公司）进一步证
实了这一点并指出，“大约有60人在各级的责任打假协作网络广泛的外部调查员和律 师团队
全职工作。”公司在进一步努力，严格控制分销其产品。直到20世纪80年代，威登的产品才广泛销往百货公司（如Neiman Marcus的萨克斯第五大道）。今天，路易威登的正宗产品主要在路易·威登精品店可以买到，有少数例外。这些精品店通常在高档购物区或内部装修
豪华的百 货公司。百货商场内的精品店独立运作，并拥有自己的管理者和员工。 LV最近推
出了一个网上商店，通过它的主要网站，作为授权渠道销售其产品。








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