英文商标的汉译原则及策略

北京理工大学珠海学院2011届本科生毕业论文PAGEEnglish-ChineseTranslationofTrademarks:ItsprinciplesandStrategiesPAGEPAGEIIEnglish-ChineseTranslationofTrademarks:ItsprinciplesandStrategiesAbstractTrademarksrepresenttheimageofacompanyanditsproducts.Trademarkisnotonlyasymbolofgoodsbutalsoabridgefordirectdialoguebetweenproducersandconsumers.Therefore,havingauniquetrademarkandappropriatetranslationisanextremelyimportantfactorforenterprisedevelopment.ThispaperlistssomeexamplestoanalyzetheprinciplesandstrategiesoftranslatingEnglishtrademarksintoChinese,andsummarizessomemattersneedingattentionintrademark.translation.Keywords:trademarks,translation,principlesandstrategies英文商标的汉译原则及策略摘要商标代表着一个公司及其产品的形象，它不仅是商品的代号也是生产者和消费者直接对话的桥梁。因此，拥有一个独特的商标及得体的翻译更是企业发展的一个非常重要的因素。本文列举了一些实例来分析英文商标汉译的原则和策略，并总结了一些商标翻译的注意事项。关键词：商标；翻译；原则和策略ContentsIntroduction 11LinguisticFeaturesofEnglishTrademarks 21.1SimpleandClearPronunciation 21.2ReflecttheCharacteristicsoftheProduct 21.3ShowtheSymbolicMeaningandAestheticConnotationofProduct 32PrinciplesofTranslatingEnglishTrademarksintoChinese 42.1Transliteration 42.1.1PureTransliteration 42.1.2HomophoneTranslation 52.1.3OmissionTransliteration 62.2FreeTranslation 72.2.1PureFreeTranslation 72.2.2SelectiveFreeTranslation 82.2.3FreeTranslationofIncreaseorDecrease 82.3CombinationofTransliterationandFreeTranslation 92.3.1MethodsofQuotingClassics 92.3.2HalfTransliterationandHalfFreeTranslation 102.3.3NearSoundandNearMeaningMethod 102.3.4TheNear-toneAssociationMethod 112.4Patchwork 112.5LiteralTranslation 122.6Transference 123MattersinTrademarkTranslation 143.1FocusonConsumerGroupsandHighlightCommodityCharacteristics 143.2PayAttentiontoCulturalDifferences 153.3PayAttentiontotheUnificationofTrademarkTranslation 15Conclusion 16References 17Acknowledgments 18PAGE1IntroductionTrademarktranslationhasitsowncharacteristicscomparedwithotherwrittenforms.Itsmainfunctionistointroducethequalityandperformanceofforeigngoodstodomesticconsumersasameansofmasscommunication,soastoattractconsumers’attentionandinterest,andthenitcanstimulateconsumers’purchasingdesire.Therefore,theprocessoftranslatingEnglishtrademarksintoChineseisnotasimpleprocessofsemanticequivalencefromthesourcelanguagetothetargetlanguage(Liu,1998).Translatorsshouldpaymoreattentiontothecultureofthetargetlanguagetomakeitconformtothevalueorientation,thinkingmode,aesthetictasteandconsumptionpsychologyofthetargetlanguage.Intheinternationalmarket,trademarksareoftenregardedassimplifiedenterprisenamesbyentrepreneursandconsumers(Tan,2008).Itisthecorepartofenterpriseculture,anditisasignificantsymbolusedbyproducersoroperatorsofcommoditiestodistinguishthecommoditiestheyproduceandsellfromothercommodities.Withtherapiddevelopmentofeconomicglobalization,theconsumptionleveloftheChinesepeoplehasgreatlyincreased,andtradeactivitiesbetweenChinaandforeignenterpriseshavebecomemorefrequent.Ifanenterprisewantstofurtherdeveloptheinternationalmarket,itshouldnotonlyimprovetheproductqualityandtrademarkdesign,butalsoimprovethequalityoftrademarktranslation.However,ifatranslatorwantstosuccessfullytranslateEnglishtrademarknamesintoChinese,heneedstofollowtheprinciplesoftrademarktranslationandapplytranslationstrategiesappropriately(Shi,2005).Evenundercertaincircumstances,translatorsneedtobecreative.Therefore,basedonsomeexamplesoftranslatingEnglishtrademarksintoChinese,thispapermakesabriefdiscussiononthelanguagefeaturesofEnglishtrademarks,theprinciplesoftranslatingEnglishtrademarks,andthemattersneedingattentionintranslatingEnglishtrademarks(Xu,2002).1LinguisticFeaturesofEnglishTrademarksTrademarklanguageisaspeciallanguageformdifferentfromcommonlanguage(Lv,2000;Wang,2005;Hu,2002).Inordertoletthepublic,understandtheproductpositioningandexpandthebrandawareness,noveltyanduniquenessarethelanguagefeaturesthatasuccessfultrademarkshouldhave.Throughtheanalysisandcomparisonofforeigncommoditynames,theauthorsummarizesthefollowingthreecharacteristicsofEnglishtrademarklanguage(Zhu,2008).1.1SimpleandClearPronunciationTrademarknamesshoulddeeplyembodythebeautyofsound,meaningandforminlanguageexpression.Agoodtrademarkshouldbesimpleandcleartoread,andeasyforordinarypeopletoremember,understandandaccept.Forexample,“Bing”isaninternationalsearchengine,withconcisepronunciationandonlytwosyllables.Inthesourcesemantics,itisthemeaningofheap,whichreflectstheamountofnetworkinformation.However,itsChinesetranslationis“必应”,whichistakenfromtheidiom“有求必应”.Iteasilyremindsconsumersthatiftheyuse“Bing”,theywillfindthedesiredanswer.AnotherexampleisTide（汰渍）washingpowder,whichnotonlyshowstherichfoamofwashingpowder,butalsoimpliesthatthiswashingpowderisatrend.SuchtrademarksalsoincludeHaier（海尔）householdappliances,Camel（骆驼）outdoorproducts,canon（佳能）cameras,etc(sun,2001).Thetranslationofthesetrademarksishighlyconciseandeye-catching,thus,agoodtrademarkisthemostdirectandeffectivemarketingmethodforenterprisesorcommodities.1.2ReflecttheCharacteristicsoftheProductThecharacteristicsofmanyproductsarecloselyrelatedtothebrandname.Forexample,pacificCoffee（太平洋咖啡）.Fromthisbrand,consumerscanknowthatitisacoffeechainbrand.“Pacific”hasthemeaningofpeace,whichcanmakecustomersthinkofdrinkingcoffeeandenjoyingacomfortableandpeacefullife.AnotherexampleisPlayboy（花花公子）clothing,whichshowsthatthebrandismainlymaleclothing.Throughtheaboveexamples,itcanbeseenthatagoodtrademarkcanhavetheeffectofadvertising.1.3ShowtheSymbolicMeaningandAestheticConnotationofProductAsuccessfultrademarkshouldconveyusefulvalueinformationandembodyitssymbolicmeaningandaestheticconnotation(Hu,1999).Whentranslatingtrademarks,translatorsshouldimprovetheirdivergentthinking.Theyshouldnotonlyconsidertheaesthetictasteofconsumerssothatpeoplecanenjoybeauty,butalsostimulatetheirdesiretobuyandpromotethesaleofcommodities.Forexample,themake-upbrand“MakeUpForever”,whoseChinesetrademarkis“浮生若梦”,comesfromapoembyLiBai,afamousChinesepoet:“夫天地者，万物之逆旅也；光阴者，百代之过客也。而浮生若梦，为欢几何？”Itgivesconsumersapoeticaestheticfeeling.Atthesametime,italsodeeplyconformstotheimageofthebrandandtrulymeetsthetranslationstandardof“faithfulness,eleganceandexpressiveness”.Itleavesconsumersadeepandbeautifulimpressionandmakesthemdesiretobuygoods(Zhang,2008).2PrinciplesofTranslatingEnglishTrademarksintoChineseIfthetrademarkofacommoditydoesnothaveanymeaning,itisdifficultforconsumerstorememberevenifthequalityofthecommodityisgood,andgraduallyitssalesvolumewillnotreachtheidealtarget.Manybusinessesareawareoftheuniquemeaningandfunctionoftrademarks(Bai,2005).Therefore,intheprocessoftranslatingtrademarksintoChinese,thetranslatorshouldnotonlysimplyandmechanicallytranslatethemfromEnglishtoChinese,butalsopayattentiontothemeaningoftrademarksandtheconciselanguageoftrademarks.Whenchoosingtranslationmethods,translatorsshouldnotonlytakeintoaccountthedifferencesbetweenChineseandEnglishlanguages,butalsounderstandtheneedsofconsumers,soastomaketrademarktranslationmoreappropriate(Wang,2005).Therearesixcommonmethodsoftrademarktranslation:transliteration,freetranslation,combinationoftransliterationandfreetranslation,patchwork,literaltranslation,transference(Yu,2003).2.1TransliterationIntheprocessoftranslatingEnglishtrademarksintoChinese,transliterationisamethodwidelyacceptedbyChinese.Thismethodismainlyaimedatimportedforeignproducts.TransliterationreferstoamethodofliteraltranslationaccordingtothepronunciationoftrademarksintheprocessoftranslationbetweenChineseandEnglish.Insomecases,translatorsoftenencounterthatsomeculturalwordsandintentionsarevacantinthetargetlanguage,anditisdifficulttofindcorrespondingandaccuratewordstoexpresstheirmeanings.Atthistime,thetranslatorcanuseChinesecharacterswithsimilarpronunciationtotranslatetheoriginaltrademarkintoChinesetrademark,orslightlychangethepronunciationofthetrademarkfortranslation,thismethodiscalledtransliteration.Transliterationcanbedividedintopuretransliteration,homophonetranslationandomissiontransliterationintrademarktranslation.2.1.1PureTransliteration Thepuretransliterationmethodistofindwordswithsimilarpronunciationsintrademarktranslationaccordingtothepronunciationsoftheoriginaltrademark,whichismainlyapplicabletopropernouns.Thistranslationmethodgenerallydoesnotemphasizethemeaningofwordsbutretainsthephonologicalbeautyoftheoriginaltrademark.TheChinesetrademarktranslatedbytransliterationmethoddoesnotconformtotheconventionalcombinationpatternofChinesevocabulary,butitspronunciationisclearandloud,andtherearenouncommonwords.Therefore,itiseasytobeacceptedbyChineseconsumersbecauseitsoundsforeignandexotic,whichcaterstopeople’scuriosityandachievesthepurposeofmarketing.Forexample,theSwissfamouswatch“ROLEX”,withadvancedwatchmakingtechnology,isaheadoftheworldfamouswatchfield.Thetranslatorfollowedtheprincipleoftransliterationanddirectlytranslateditinto“劳力士”.Nowadays,“劳力士”hasbeenrecognizedandacceptedbyChineseconsumers.Inaddition,someprofessionalnouns,suchasplacenamesandpersonalnames,areusuallytranslatedbypuretransliteration.Trademarknamedaftergeographicallocation:AmazonRiverinSouthAmericaisthetrademarkofAmazon（亚马孙）;Santana（桑塔纳）isnamedafterSantanaValleyinCalifornia,USA;ThebrandnameofAmericanconveniencestorechainWawacomesfromtheWawaareaofPennsylvania;ThebrandnameofmineralwaterEvain（依泉）istakenfromEvaintowninsoutheasternFrance.Trademarksnamedafterpeople:Hilton（希尔顿）internationalhotelisnamedafteritsfounderHilton,Conard;Ford（福特）isaworldfamousautomobilebrandanditscompanyandbrandnameFordcomesfromthesurnameoffounderHenryFord;D&G（杜嘉班纳）fashionbrandsarenamedaftertwoItaliandesignersDomenicoDolceandStefanoGabbana.2.1.2HomophoneTranslationHomophonetranslationreferstothereproductionoftheoriginalpronunciationwhiletryingtofindwordsthatconformtothecharacteristicsofcommoditiesandcausegoodassociationsashomophonicpronunciationoftheoriginaltrademark.Thiskindoftranslationgivesthetranslatorrelativelyloosethinkingspaceandenablesthetranslatortotranslatetrademarksmoreflexibly.Translatorscangivefullplaytopeople’ssubjectiveinitiativeintranslationpracticeandassociatethefunctionsandcharacteristicscontainedintrademarkssoastoconformtoconsumers’consumptionpsychology.Therefore,homophonetranslationcanachievethesameeffectaspuretransliterationintrademarktranslationtosomeextent.Forexample:“Lay’s”isthenameofapotatochip,obviouslybecausethenameofthefounderofthebrandisLay.ItsChinesetranslationis“乐事”,whichmeans“happythings”.ItsChinesetranslationinstantlysublimatedthemeaningofthetrademarkandleftadeepimpressiononconsumers.Atthesametime,itvividlydisplayedtheconsumergroupandbrandimage.ItsChinesetranslationremindsconsumersthatpotatochipswithdifferenttastesstimulatetheirtastebudsandittastessogoodthatpeoplecansmilehappily,whichisextremelyappropriatetotheadvertisementthateatingpotatochipsisahappything.AnotherexampleisCoca-Cola,whichisregardedasasuccessfultrademarktranslationcase.In1927,Coca-ColaenteredChinaandwastransliteratedintotheChinesenameof“蝌蝌啃蜡”.Itsstrangenameremindspeopleofsometadpoleseatingcandles.However,whowouldbeinterestedinthedrinkwiththisname?Soon,Coca-Cola'ssalesinChinaweredismal.Inordertomakethebeveragepopularwithconsumers,Coca-ColaCompanytakes“可口可乐”asthenewtranslatednameofthisbeverage.ItkeepsthetransliterationinEnglishandevenhasmoremeaningthanit.Coca-ColaissimilartotheChinesecharacter“可口可乐”inpronunciation.ItsChinesemeaningmakesconsumerseasilythinkofthisdeliciousbeverage,anditiseasytoreadandrecite.Finally,Coca-Colaispopularalloverthecountry,accountingfor42%ofthemarketsharein2019,rankingfirst.ThethirdexampleisClean&clear.Asaskincarebrandwhichdedicatedtomeetingtheskinneedsofyounggirls,thetranslator'stranslationof“可伶可俐”isquiteappropriate.Itisgreatlyconsistentwiththeirbrandconceptofbringingclean,clearandbeautifulskintoyounggirls.ItsChinesetrademarkisnotonlyinlinewiththebasiccharacteristicsofcommodities,butalsonovelandeye-catching.2.1.3OmissionTransliterationOmissiontransliterationistosimplifyandomittrademarknamesduringtranslation,especiallywhensometrademarkwordsarelongandhavemoresyllables,thetranslatorcanuseomissiontocompletehissuccessfultranslation.ItischaracterizedbyomittingpartsthataredifficulttotranslateorneednottobetranslatedaccordingtotheneedsofcommodityexpressionandChinesecustoms,sothattrademarknamesareconciseandconformtoChineseaesthetics.Forexample,YSLisanacronymconsistingoftheinitialsofYvesSaintLaurent.Ifalltheacronymsaretranslated,thetranslatednameisverylongandhasmanysyllables,whichcannotexpressthebrandnameclearlyanditisdifficultforconsumerstoremember.Therefore,thetranslatorusestheomissiontransliterationmethodtotranslatetheminto“圣罗兰”withsimplepronunciation,sothatpeoplecanbetterunderstandthebrand.Moreover,“兰”meansorchid.TranslatorusesorchidtocomparetheuniquecharmofChinesewomen,andalmostallmakeupbrandsliketobeassociatedwiththebeautifulimageofflowers.Trademarkstranslatedbythismethodalsoinclude“SolviletTitus”（铁达时）watchesand“MarcJacobs”（莫杰）fashionbrands.2.2FreeTranslation FreetranslationrequirestranslatorstoconsiderthemeaningoftrademarkwordsandtranslatethemintoEnglishwiththesameorsimilarmeaning.Inotherwords,trademarksaremeaningfulwordsinthesourcelanguage,andthetranslatorhopesthattheirmeaningwillalsobeconveyedinthetranslation(Wei,1997).Freetranslationsometimesbetterreflectsthefunctionandqualityofcommodities.Thismethodoftranslationissimpleanddirect,withgoodimplication.Freetranslationcanbedividedintopurefreetranslation,selectivefreetranslationandfreetranslationofincreaseordecrease.2.2.1PureFreeTranslationThetrademarksofsomecommoditieshavedistinctmeaningsandhaveelegantandbeautifulimplicationinbothChineseandwesterncultures.Atthistime,purefreetranslationcanbeused.Forexample,Firefox（火狐）browser.Westerncountries’knowledgeoffoxescanbetracedbacktothestoryofcrowsandfoxesinAesop’sFables.InEnglish,foxesoftenrefertosmartpeoplewhocangetwhattheywantbytheirownmeans.InChina,foxesoftenappearinfolkworshipasgodsprotectingthepeople.BecausefoxeshavebeautifulimplicationsinbothChineseandwesterncultures,itishighlywisetotranslatetheminto“火狐”.AnotherexampleisNestle（雀巢）,theworld’slargestfoodmanufacturer.Thebrand’strademarkisnamedafteritsfounderHenryNestle,butitsnamehasthemeaningof“comfortableandsnuggling”inEnglish.Duetothespecificmeaningofitsname,itisnaturallyassociatedwiththeEnglishword“Nest”,whichwillconnectpeoplewithbabiestobefed,lovingmothersandhealthyandnutritiousNestleproducts.InChineseculture,nestalsomeanstonurtureandcareforlife.Thisshowsthatthe“Nestle”brandnotonlyhasitsrichconnotation,butalsofullymeetsthebasicrequirementsoftrademarkpositioning.ThelastexampleisthefamousautomobiletrademarkCrown（皇冠）,whichmeanscrown.Itsnamealreadyreflectsthecharacteristicsofthebrand.Thistrademarksymbolizespowerandwealth,andisasnobleandmagnificentas“crown”.Therefore,thecrowndirectlytranslatedintoChineseisthebestchoice.2.2.2SelectiveFreeTranslation Ifsometrademarksaretranslatedliterallyaccordingtotheirliteralmeaning,theconnotationoftrademarksmaynotbefullyexpressed.Therearealsosometrademarksthathaveseverallayersofliteralmeaning.Ifliteraltranslationiscarriedoutaccordingtotheirliteralmeaning,thecharacteristicsoftrademarksmaynotbeaccuratelydisplayed.Atthistime,thetranslatormustchoosethemeaningofthetrademarkandchoosethemostappropriateandrepresentativeone.Forexample,Playboy（花花公子）costumes,Playboycanbetranslatedas“玩耍男孩,游戏男孩,花花公子”,and“花花公子”wasthenameofthemagazinebefore,whichalsoattractedmoreconsumergroupsofthebrand.AnotherexampleistheshellGroupofCompanies,theworld’slargestoilcompany.Thetrademark“Shell”hasthemeaningofseashell,huskandbulletinEnglish,whilethetranslatortranslatesitas“壳牌”.“壳”isapolyphonicword,whichnotonlyremindspeoplethatoilisminedfromtheearth’scrust,butalsoremindsthemofthelogoofitscompany-apatternofclamshells.Theabovetwoexamplesaresuccessfultrademarktranslations.Theyareconcisestrikingandsymmetrical.2.2.3FreeTranslationofIncreaseorDecreaseIncreaseordecreasefreetranslationistoappropriatelyincreaseordecreasethemeaningcontainedintheoriginaltrademarksoastomakethetranslatedtrademarkmoreattractivetoconsumers.Forexample,“Origins”skincareproductsareworld-renownedfortheiremphasisonnaturalskincareconcepts.Itsthemeaningofinception,combinedwiththebrandconceptofnaturalplantskincare,thetranslatortranslatedinto“悦木之源”,whichnotonlymaintainstheoriginalintentionofthetrademark,butalsoconveysthecharacteristicsofthegoods.Anotherexampleis“Qualcomm”,anAmericanchipresearchanddevelopmentcompany.“Qual”meansqualityand“comm”meanscommunication.ItsChinesetrademarkis“高通”,whichsimplifiespronunciationandaccuratelyshowsthecompany’simage.Thismethodoftrademarktranslationnotonlyincreasestheaestheticfeelingofthetrademark,butalsoconformstoitsmarketposition.2.3CombinationofTransliterationandFreeTranslationWhentranslatingtrademarks,thetranslatorshouldusethemethodofcombining“transliteration”and“freetranslation”toaccuratelyconveythemeaningoftrademarklanguagefromtheperspectiveoffacilitatingproductmarketing.Thecombinationoftransliterationandfreetranslationcanbedividedintothreemethods:methodsofquotingclassics;halftranslationandhalffreetranslation;associativeapproachtosimilarpronunciation.Itisacomplicatedtranslationmethod(Xu,2017).2.3.1MethodsofQuotingClassicsThequotingclassicsmethodisanewtranslatednamecreatedbythetranslatoraftermergingthepronunciationoftheoriginaltrademarkwiththetraditionalcultureoftheChinesenation.ThisnewtrademarkisnotonlyprofoundinmeaningbutalsointegratedintotheChinesepoetryculture,whichcanresonatewithconsumersandhasanexceptionallybeautifulpronunciation.Forexample,thisfurniturebrand“IKEA”fromSweden.Infact,itsnamedoesnothavemuchmeaning.Itisjustapatchworkofthefounder'sname.InChina,thetranslatedname“宜家”givesthebrandadifferentconnotation.ApartfromthesimilarpronunciationsofChineseandEnglishtrademarks,theword“宜家”istakenfromthefamousChinesepoems:“桃之夭夭，灼灼其华。之子于归，宜其室家。”Itreferstothehappinessofthefamily.Forahouseholdbrand,“宜家”isveryattractivetoconsumers.AnotherexampleisRevlon,aninternationallyrenownedmakeupbrand,whoseChinesetranslationis“露华浓”.Likemanyforeignproducts,itspronunciationistransliteratedfromRevlon.ItsChinesetranslationcomesfromLiBai’spoem:“云想衣裳花想容，春风拂槛露华浓。”Inthepoem,“露华浓”meanspeonylooksmoreelegantwithdew,andtheroleofmakeupistomakewomenmorebeautifulandconfident.Therefore,whenpeoplehearRevlon,theywillthinkofthisverse,andthebeautifulappearanceofgirlswillappearintheirminds.Throughthemethodofquotingclassics,themerchantsshowtheconsumersgroupandbrandimage.Therefore,thetranslationofbrandnamesshouldnotonlyhavesimilarpronunciations,butalsointegratebrandnamesandproductssoastoproducegreatbrandvalue.2.3.2HalfTransliterationandHalfFreeTranslationThemethodofhalftransliterationandhalffreetranslationrequiresthatthetranslatednameofatrademarkconsistsofpartialtransliterationandpartialfreetranslation,whicharedividedintotransliterationinthefrontpartofthetrademarkandfreetranslationinthebackpart;theformerpartisfreetranslationandthelatterpartistransliteration.ExamplesoffrontpartofthetrademarkandfreetranslationinthebackpartincludeDonaldDucktoy,“Donald”transliterates“唐”,freetranslationof“Duck”is“鸭子”,namely“唐老鸭”;NipponPaint,“Nippon”transliterates“立邦”,freetranslationof“Paint”is“油漆”,thatis“立邦漆”.ExamplesoftheformerpartisfreetranslationandthelatterpartistransliterationincludewashingandprotectingproductsUnilever,“uni”istheabbreviationof“union”,itsfreetranslationis“联合”,“liver”transliterates“利华”,thatis“联合利华”;Starbucksisacoffeebrand,freetranslationof“Star”is“星星”,“bucks”istransliteratedas“巴克”,namely“星巴克”.2.3.3NearSoundandNearMeaningMethodThenearsoundandnearmeaningmethodrequiresthetargetlanguagetohavethesameorsimilarpronunciationandmeaningastheoriginaltrademark.Forexample,whisper（护舒宝）personalhygienecareproducts,theoriginaltrademarkiswhisper,thatis,toprovidehelptowomenduringtheirphysiologicalperiod,whiletheChinesetranslationof“护舒宝”expresses“love,careandcomfortforwomen”,whichistheembodimentoftheoriginaltrademarkmeaning.AnotherexampleisPolaroidcamera’strademark,whichoriginallymeanscameracapableofdevelopingphotosatanytime.ItsChinesetranslationis“拍立得”,thatis,photoscanbeobtainedimmediatelyafterbeingtaken.Itspronunciationisnotonlysimilarto“Polaroid”,butalsoitsmeaningishighlyappropriate.Thistranslationmethodisalsousedtotranslatetrademarkswith“Lux”（力士)soap.Theword“Lux”comesfromLatinandmeanslight,whichremindspeopleofbrightsunshineandhealthyskincolor,andatthesametimeremindspeopleofluxuryandluck.Fromtheaboveexamples,itcanbeseenthatagoodtrademarknotonlyplaystheroleofapackagingbrand,butalsocanachievetheeffectofmarketing.2.3.4TheNear-toneAssociationMethodThenear-toneassociationmethodrequiresthatthetranslatednameofthetrademarkbesimilartotheoriginaltrademarkpronunciationorsomeofitspronunciation,whichcannotonlyshowthecharacteristicsoftheproducttoconsumersbutalsocombinesomebeautifulChinesemeanings.Forexample,“Head&Shoulders”shampoo,whichtranslatesinto“海飞丝”inChinese,remindsconsumersofthepictureofabeautifulwoman'sfreshhairwavingintheseabreeze,whichfullyembodiesthefunctionoftheproducttoremovedandruffandmakeconsumers’hairfresh.Anotherexampleis“LinkedIn”,theworld’slargestprofessionalsocialnetwork.“LinkedIn”isasocialnetworkforbusinesscustomers,whereuserscanmeetpeopleofdifferentprofessionsandbroadentheirsocialcircle.Judgingfromthemeaningofthetrademark,everyonehastheopportunitytofindpartnersandbusinessopportunitiesin“LinkedIn”,thusformingacommercialinterpersonalnetwork.Thetranslatortranslateditas“领英”,takingintoaccountthecharacteristicsoftheproductandcateringtothepsychologyofconsumers.“领”means“leader”and“英”means“elite”.“领英”embodiesthedreamsofyoungprofessionalsinChinawhoaretryingtoexpandtheirinterpersonalcircleandachievesuccess,whichisconsistentwiththeideasadvocatedby“LinkedIn”.Thethirdexampleis“Dunhill”,anauthoritativeluxurybrandestablishedbyfounderDunhill.WhenitenteredtheChinesemarket,themerchantsdidnottransliterateitas“顿会勒”,butcleverlyparaphraseditas“登喜路”.Thepronunciation“Dun”issimilartothatoftheChinesecharacter“登喜路”,whichmeanstobepromotedstepbystep.Theoriginalmeaningof“hill”is“mountain”.Inordertoreaditfluently,thetranslatortranslatesitintotheword“road”withsimilarmeaning.Thistranslatednameislovedbypeopleandhasagoodmeaning,asifmenwouldtaketheroadtosuccessandhappinesswhenwearingit.2.4PatchworkIninternationaltrade,manybusinessesandenterprisesintentionallymisspellsomewordsandaddprefixesorsuffixestocreatesomenewwords.Thentheyusethesewordsasbrandnamestoexpressthedifferencesofproducts.Althoughthenewwordisdifferentfromtheoriginalword,itstillretainsitsoriginalmeaning.Newwordsarenotonlyvividandinteresting,butalsocaneffectivelyspreadproductinformation.Themethodofpatchworkistocutandpiecetogethertwoormorewords，whichiscreativeandmoresuitableforChinesetrademarksthatdonotmatchtheoriginaltrademarks.Forexample,“LENOVO”（联想）,afamouscomputerbrandbothathomeandabroad,thecompanyuses“Lenovo”asitstrademarkintheirinternationalmarketbecause“Legend”hasbeenusedasotherbrands.“Le”means“association”,and“Novo”comesfromLatin,whichmeanscreativityandforerunner.Thisproductisfavoredbymanyconsumers.Therearemanyothertrademarksofthiskind,suchas,Contac（康泰克）medicine,whichisacombinationofcontinuousandaction.Bisquick（必思快）cakepowderconsistsofbiscuitandquick.2.5LiteralTranslationLiteraltranslationisactuallyastraightforwardtranslationoftrademarksaccordingtotheirmeaning.Ifthemeanin