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Translation

Of

Trademark.3.problemsoftoday2.theculturedifferences1.methodsoftranslationTranslation

Of

Trademark

.

Quitedifferentfromothertranslationstyle,thetranslationofbusinessEnglishisthecombinationofsocialculture,aesthetics,purchasingpsychologies,economics,andadvertisingtheories,etc.Itisthesamewiththatoftrademarkandad-words.Whentranslatedintoanotherlanguage,theversionshouldnotonlyretaintheoriginalessence,conformtoconsumers’psychologyintheexportedmarket,butalsoasbriefastheoriginalone.

Inmanycases,wetranslatethesetrademarksthroughtransliteration,andliteraltranslation.1.methodsoftranslation

.

transliteration

StillremembertheChinesenamesofCoca-Cola?Itistranslatedinto"可口可乐".Butinterestingly,itismuchlikelythatfewpeoplehaveheardthat,whenitwasfirstintroducedtoChina,theearliertranslationofCoca-Colawas“口渴口蜡”and“蝌蚪嚼蜡”,whichmakesaterribleimaginationoftastelessnessandgreatdifficulties.Thesetwotranslationscanbringnogoodfortheproductburpeople’srepugnance.While"可口可乐"bothmaintainedtheoriginalwordsyllableandthegreateffectofresounding.Everyonecanrecognizeittobeadrinktrademarkatthefirstsightofit..Afterthistypicalexample,therespringupalotofsuccessfulsimilardrinknamedafter可乐，suchasPepsi-cola(百事可乐)，feature-cola(非常可乐),etc.

asarule,whenmakingatransliterationoftrademarkweshouldtrybesttokeepthebothlanguagesunifyinginthepronunciation,richinconnotationofculturewhichcanmotivateconsumers’greatimaginationandpurchasedesire.

Eg:

Canontranslatedinto“佳能”，whichindicatesthatitisaqualityproductwithgoodperformance;

“乐凯”isLucky；

thebeverage“百乐美”isBelmerry;

“肤美灵”

isSkinice,toimplyitcaresofourskin.

.ThesuccessfulexampleofliteraltranslationliesinthetrademarkofGoldlion.InCompletelyliteraltranslation,Goldlionistobe“金狮”,anamewithsupremeauthority,honorandelegance.Butunfortunately,“金狮”isinthesamepronunciationwith“金失”。

Thisharmonicswarncustomersoftheimplicationthatoncetheybuythiskindofties,theywillforfeityourwealth.Itisratheranevilcurvethanatrademark.Withtransliterationandliteraltranslationtogether,itfinallygetthefamousname“金利来”

whichsoundspleasantandiseasytobearinthemind.literaltranslation.

Furthermore,bothmethodsshouldtakegreataccount

forthecultureofexportedcountries.

one

kind

of

exporting

battery

is

named“白象”(“Baixiang”).

It

is

translated

into

English

directly

as“White

Elephant”.

In

English

,“

a

white

elephant

”

is

a

usage

,

meaning

a

burdensome

possession

(沉重的负担)

and

useless

things(无用而累赘的东西).

“白翎”(“

Bailig

”

)

,

one

kind

of

pen

made

in

Shanghai

China,is

translated

into

English

as

“

White

Feather

”

directly.In

English

,

there

is

an

idiom

“

to

show

the

white

feather

”whose

meaning

is

that

deserting

on

the

eve

ofa

battle.

That

is

to

say

,

a

white

feather

has

the

connotation

“a

coward”.2.theculturedifferences.Havingcomeacrosstoomanytrademarkswitha“foreignstyle”,customerswillbecomelessinterestedinthem.Nowadays,wehavetoomanytrademarkstransliteratedwithsuchChinesecharactersas“特”,“斯”

and“克”,forinstance,“赛特”,“飞亚特”,“阿尔法特”,“迪斯”,“真维斯”,“高斯”,“伊莱克斯”,“别克”and“星巴克”.

Clichetransliteration

3.Problemsintrademarktranslation

.DuetothedifferentculturalbackgroundinMainlandandotherareas,translationsoftrademarksoftenhavedifferentversions.Forexample,“Head&Shoulder’s”istranslatedas“海伦仙度丝”inTaiwan;whileinmainland,itistranslatedas“海飞丝”.Thedifferenttranslationversionsofthesameforeigntrademarkwillcauseinconvenienceandconfusiontocustomers.Itisharmfulforthemanufac