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本文格式为Wordkok电子竞技,下载可任意编辑——商标词翻译中的文化禁忌及应对策略英语商标词翻译中的文化禁忌及应对策略英语论文
OnCultureTaboosinTranslationofTrademarkWordsandCopingStrategies
XuHuimin
Abstracts:Withtheadventofeconomicglobalization,moreandmorecommoditiesaregoingoutofthecountryandhaveashareinworldmarket.Trademarkisaspeciallanguagesymbolandimportantcomponentofcommodityculture,representingtheuniquecharacteristicsofthecommodity.Itisalsoapowerfulweaponforenterpriserstoparticipateininternationalcompetition.Goodtrademarktranslationcanbringtremendouswealthtotheenterprisewhiletheadversetrademarktranslationcanmaketheenterprisepayaheavyprice;thereforethesurvivaloftheenterprisehasanintimaterelationshipwithtrademarktranslation.Trademarktranslationshouldfollowtheprinciplesoftranslationandpayattentiontotheculturalforbiddenzoneintrademarktranslation.Herearemanywaystotranslatetrademarks,suchaspinyin,transliterationandsoon,whichshouldpayattentiontotheculturaltaboosofdifferentcountriesandnationalitiesinordertoavoidunnecessarytroubles.
1.Introduction
Theemergenceoftrademarksasasymbolofenterprise,itisabridgebetweenproducersandconsumersindirectdialogueitisapowerfulweaponforenterprisestoparticipateininternationalcompetition.ThedeepeningofChinasopening-upandtheincreasingeconomicactivityofforeign-fundedenterprisesinChinahasgreatlyenrichedtheeconomiclifeoftheChinesepeopleandcreatedmanyneweconomicandcommercialactivitiesfortheChinesepeople.Alargenumberofdomesticexportstoallpartsoftheworld,foreigngoodsalsofloodedintothedomesticmarket.Legitimategoodshavetheirowntrademarks.Today,witheconomicglobalizationandregionaleconomicintegration,moreandmoreChineseenterprisesinordertoseeklargerdevelopmentspaceandseekhighereconomiceffectivenessforgooutofthecountryandtendtowardstheworld.Atthesametime,ourlivesappearmanyforeignbrandswiththesameideaandpurpose.Acompanywhethercansetupitsownbrandinthistimeofrapideconomicgrowthandgainmoredevelopmentspace,thekeydependonproductqualityandresearchanddevelopment.Butonceyououtofthecountry,youwillfacedifferentculture,language,customs...underthebackgroundoftheinternationalmarket.Thetrademarklanguageisakindoflanguagedifferentfromtheordinaryword,andtheordinarywordcomparisonimplicationismoreprofoundandthecontentenrichesmakesthepeopleeasytoremember.Forexampleadvertisementandtranslationoftrademarkwillplayacrucialroleintheearlystage.Itisnotanexaggerationtosaythatwhenanenterprise’sbrandisintheinternationalmarket,thenameofthecommoditytranslatedappreciatelyornot.Inasense,itisdirectlyrelatedtothebrandintheinternationalmarket,inaway,isdirectlyrelatedtotheenterprisebrandintheinternationalmarket.
Nowadayswecanseeallkindsoftrademarkswhenwewalkinginthestreet.Thetrademarkishastheremarkablefeatureofacommodityproducerorbusinessoperatorwhouseitinordertodistinguishhisgoodsfromotherpeoplesgoods.Therefore,inthecirculationofcommodities,trademarkisthesymbolofcommodities.Sometrademarksisaword,sometrademarksarejustasimpleimagedesign,whilesomesignsarethecombinationofgraphicsandwords.Takingtrademarksadvertisingcommodityhasbecomeanimportantwayofenterprisestotapthepotentialofinternationalmarketandpromotethedevelopmentofinternationaltrade.Trademarktranslationisthetransformationfromonelanguagetoanother,andtomaintainitsoriginalstyleandconnotation.NowadaysmoreandmoreforeigngoodsareenteringtheChinesemarket.Meanwhile,moreandmoreChineseproductsaresellinggoodsallaroundtheworld.HowsuccessfullytranslatetheEnglishtrademarkintoChinesetrademarkhasbecomeaproblemformanyenterprisesandthetranslatortoconsider,andifChinasenterpriseshaveintentiontoentertheinternationalmarket,thatmustbeconsiderhowtohavegoodtranslateforChinesetrademarktheintotheEnglishtrademark.
Thispaperstartsfromthetaboooftrademarktranslation,analyzestheculturaltabooswhichshouldbepaidattentiontointheprocessoftrademarktranslationduetodifferentculturesofvariouscountries.WiththeexchangeofChineseandforeignproducts,thetranslationoftrademarksisinevitable,sothetranslationoftrademarksplaysanimportantroleinthesaleofgoodsoutsidethehome.Thefirstchaptermainlyintroducesthebackgroundandsignificanceoftrademarktranslation.Thesecondchaptermainlyintroducesthemethodoftrademarktranslation.Thethirdchaptermainlyintroducesthedifferentculturaltaboosindifferentcultures,andthefourthchaptermainlyputsforwardsomecorrespondingstrategiesfortheculturaltaboosintheworld.Thefifthchaptermainlysummarizesthefullcontent.
2.TranslationMethodsofTrademark
Intheprocessoftrademarktranslation,businessmenstrivefortrademarkindividuality,concisecontent,breakthroughtherulesofgrammar,asfaraspossiblewiththeleastcontenttextbearingthemostcorporatecultureandcommodityvalue,andtomakeconsumershavethedesiretobuythegoodsandfacilitatetheeffectofmemory.(许金杞.意美、音美、形美——英文商标的汉译[J],外语与外语教学,2022,(11):48.).
2.1Transliteration
TransliterationisbasedonthepronunciationofEnglishtrademarks,whicharetranslatedinthesameorsimilarpronunciationofChinesecharacters.Itsadvantageisthatitcanmaintaintheoriginalpronunciationadvantageoftheoriginalbrandandbrandname,whichcanreflecttheexoticatmosphereofthegoods.Takingtransliterationoftrademarknameismainlycomposedofapersonsname,enterprisenameorotherpropernoun.ThismethodisusedinbothEnglishtrademarktranslationandChinesetrademarktranslation.AcommonusedfortransliterationEnglishtrademark,suchasSony,LOrea,Nike,Casio,Revlon,Ikeaetc.
2.2SyntheticPhonics
SyntheticPhonicsistocutwordsormakewordstogether,createanewwordtotranslationbrandname,makethebrandnamenovelandinteresting,impressive,andhaveabundantassociation.Therefore,itcanplayaroleintheadvocacy.Suchas新意达集团“Newit”(New+Wit),东方星钟表“Eastar”(Eeast+star),肤美灵打扮品“Skinice”(skin+nice),金霸王电池“Durablecell”(Durable+Cell),尤妮佳“Unicharm”(union+charm),德生电“Tecsun”(technology+sun).
2.3Spelling
Thetrademarktakingspellingwhichismoresimplyandintuitive,andisnameddirectlyintheformofpinyin.Suchas:大宝(DABAO)、六神(LIUSHEN)、华为(HUAWEI)etc.WhenweusepinyintotranslatethenameofanEnglishtrademark,sometimesitdoesnothavecorrespondingwordsorexpressionsofChinese.Sometrademarkswillbepresentedintheformofpinyininthetranslationprocess,butthewordmayhavedifferentmeaningsinEnglish-speakingcountries.Forexample,thereisatrademarkcalled“FUCKPincers”,whichprobablyinitialsofthecompanyname.ButinEnglish,thewordmeans“cheating,cajoling”orevensexslang.Therefore,whenwetranslatetrademarks,weshouldbecarefulofeachcountryofculturaldifferencesandculturaltaboos.Althoughtheuseofpinyintranslationoftrademarkshavefailedcases,buttheuseofPinyintranslationoftrademarkshaveasuccessfulcase.Suchas“ChunLan”(春兰空调)and“ChangHong”(长虹空调).Butthesesuccessesareintheminority.Sometrademarksthatusepinyintranslationcanbemisleading,producenegativeassociationsandcauseambiguity.Suchasthelipstickbrand“芳芳”,translatedbypinyinas“FangFang”,butinEnglish,theword“Fang”means“along,sharptoothofadog;asnake’spoison-tooth”.So,forcosmeticsthatwanttomakepeoplebeautiful,thetranslationistoodifferentfromitsoriginalmeaning,anditcantarouseconsumersdesiretobuy.Althoughpinyintranslationisrelativelysimplecomparedwithothertranslationmethods,butthetrademarkisonlyasign,whichusuallylosesthedeepmeaningoftheoriginaltrademark.Forexample,“金龙”translatesto“KingLong”.Thepronunciationof“金”and“King”isveryclose,andithasanoblemeaning,andthisconversionisreasonable.InChina,“龙”isthesymbolofChineseculture,symbolizingthemeaningofjusticeandprosperity,buttheword“Long”inEnglishpronunciationfor“Wolf”sowiththemeaningof“龙”haveacleardifferenceinmeaning.Inthesecases,thelossoftheoriginalmeaningofthetrademarkbutalsotoforeignconsumerspuzzled,donotunderstandwhatthesetrademarksmean,thusaffectingthesalesvolume.
2.4LiberalTranslation
Theliberaltranslationreferstothetranslationaccordingtothepurportoftheoriginaltext,notthewordtranslation.Usuallyinthetranslationofsentencesorphrasesusedmore,liberaltranslationismainlyusedintheoriginallanguageandthetranslationoflargeculturaldifferencesinthecase.Liberaltranslationismoreabletoreflectthelanguagecharacteristicsofthenation.Thetransliterationoftrademarkmeansthatthetranslatorhastoabandontheliteralmeaningoftheoriginaltextinordertoconformtotheoriginalcontentandthemainlanguagefunction,whichisbasedonthenationalcultureandfocusesontheculturalconnotation.Inotherwords,thetransliterationisacompletelyliteraltranslation.Suchas“RedBull”(红牛饮料),“Microsoft”(微软),Theliberaltranslation,alsocalledFunctionalequivalencetranslation,usuallyonlychoosesthecontentoftheoriginaltextanddiscardsitsform,whichisakindoftranslationafterdigestion.Forexample:“雀巢咖啡”translatedintoNescafe.NescafeistheabbreviationofNestleCoffee,whydoyouhavethistranslation?BecausethecoffeesoutsourcingbottlecapisprintedwiththedesignofNestle,itsEnglishisNestle,andthe“咖啡”translationiscoffee,sointranslating,Thetranslatoraccordingtothemeaningtaketwowordstogetheris“Nescafe”.
3.TheCultureTaboosinTranslationofTrademark
Becauseininternationaltradedifferentcountrieshavedifferentsocial,historicalandculturalbackgrounds,acommodityoftenappearstobepopularinonecountry,butinanotheritisneglected.Thisisbecausethetranslatordidnottakefullytheculturalandhistoricalbackgroundofthetrademarktranslationintoaccount,whichledtothemarketingfailure.Translatorsshouldhaveacertainunderstandingofdifferentcountriesofnationalcultureandculturaltaboos,therewillnotduetothemistakeoftrademarktranslation,resultinthefailureofcommoditymarketing.(Nida,E.“Language,CultureandTranslating”,上海:上海外语教导出kok电子竞技社,1993.).
3.1TaboosofNationalPsychology
Nationalpsychologyreferstothecharacter,temperament,emotion,valueorientation,religiousmentalityandaestheticpsychologyofanation.Althoughthepsychologicalmodelofanationhasthesamecharacteristicsasothernationalities,butmostofthemaredifferentandmutuallyexclusive.Thenationalpsychologicaldifferencesmakepeoplehavepsychologicalconflictinthepeopleintercourse,andformthebarrierofmutualintercourse.Nationalpsychologyistheinherentpsychologicalcharacteristicofanationintheprocessoflong-termevolution.Becausedifferentethnicgroupsareaffectedbydifferentecologicalenvironment,religiousbeliefandhistoricalpoliticalandculturalbackground,differentethnicgroupsformdifferentnationalpsychology.Differentnationalpsychologyhascreateddifferentvaluesandconsumingpsychology.Thepsychologicalmodeofanationinevitablyinfluencesitsshoppingmentality.Intheprocessoftrademarktranslation,ifweignorethenationalpsychologicaldifferences,thegoodproductswillnotbeboughtfortheunacceptabletranslatedtrademarkinsalesplace.Suchas“帆船”carpetisalsothetraditionalexportproductstranslatedintojunkresultsintheUnitedStatesmarketnoonetobuy.OriginallyjunkinEnglishsailingaccidentalsohaverubbish,tatteredmeaning.Lateritwastranslatedinto“Junco”toattracttheattentionofforeignpeople.Becauseofthedifferentcustomsandmoralsofeachcountryandnation,thetranslatorshouldconsiderthecultureandcustomsoftheplaceofsale.Thetrademarkofthe“太阳神口服液”wantstoshowtheworldthattheoralliquidcanbefullofyouthfulvigor,notdirectlytranslatedintothethegodofthesun,thetranslatorinthetranslationoftheCulturaltransformation,translatedasApollo,theancientGreeksunGodsmeaning,representingthelightandyouth,withtheoriginallanguage.
3.2ElementofPolitics,EconomyandHistory
Politics,economyandhistorydeterminethestatusofacountryintheworld,soitisaculturaltabooisanimportantfactortobeconsideredinthetranslationoftrademarksandasensitivefactor,soitisveryimportanttotakeintoaccountthepolitical,economicandhistoricaltaboosintranslation.SuchasOPIUMperfume,inventorofthetrademarkin1977hadbeentoChina,hestartedfromtheChinesesnuffbottlemodelinginspiration,createdtheOPIUMbrandperfume,trademarkmeansOPIUM,translatedasOPIUMwillremindtheChineseofhumiliationoftheopiumwar,thestrongnationalpridemakestheperfumewaslistedinChinaslammedbyconsumers,andeventuallybannedduetoviolationofChinastrademarklaw.Bearinmoderneconomicterms,itcanbematchedwithmarket,whichmeansmarketoffallingmarket,popularlyknownasweakcity,marketandbearmarket.Suchwordsshouldnotbeusedontrademarks.
3.3TheVariationofCultureTaboosinDifferentCountries
3.3.1TheVariationofAnimal’sSymbolicMeaning
Panda:inChina,theyareseenasanimalsandpets,butinMuslimcountries,theyareseenaspig.Africantrademarkalsobansthepanda.
Bats:westernersbelieveitisasymbolofterror,deathandforeboding.Evenkidsknowitsavampire.However,inourcountry,itisregardedasasymbolofhappiness,asanauspiciousomen.
Elephant:inIndia,SriLankaandothercountriesareauspiciousthingsandsolemnsymbols.ButinsomeEuropeancountries,elephantshavethesamemeaningasidiots
Owl:inourcountry,theowlisregardedasanominoussign.InadditiontotheSwiss,westernersbelievethatitistheembodimentofwisdom,courageandtoughness.
Peacock:inourcountryandsouthAsia,itsymbolizesauspiciousnessandbeauty.Indiaalsoseesitasanationalbird,butEuropeansseethepeacockasascourge.
Dogs:dogsinthewestareseenasaloyalpartner,protectedbylaw.Instead,insomepartsofnorthernAfrica,peoplehatedogsandtaboodogs.
Cats:inmanycountries,theyareconsideredpets.Europeansthinkcatscanbringgoodluck.Butmanypeopleinwesterncountriesthinkblackcatsareunlucky.
Thecrane:ourcountryregardsitasasymbolofgoodluckandlongevity,whiletheFrenchthinkthecraneisastupidmansname.
Rabbit:manycountriesthinkthatrabbitsarecuteanddocile,butinAustraliatheyaretheexception.Becauserabbitseatgrass,theyarethebaneofwoolproduction,sotheydontlikethe“rabbi”brand.
Phoenix:inourcountryisakindofthemiraculousanimals,onbehalfofthelucky,happiness,andelegant.Chinesepeoplebelievedthata“凤凰”bicyclecanbringgoodluck,butinwesternculturelegendphoenixisnotdeadbird,thereisthemeaningofrenewableandresurrection,sothegoodsnotakersinthewestitisnotsurprising.Asimilarexampleof“喜鹊”,buttheEnglishwordis“magpie”istalkingaboutboringpeopleinthewest.
3.3.2TheVariationofNumberSymbolicMeaning
0:Indiansbelievethatthenumberendingin0ispositive.
1:intheeyesofwesterners,“1”meansperfectionandinitiation.
3:theGreeksandEgyptiansconsideredthe“3”tobesacred,dignifiedandauspicious.Somewesterncountriesseethisasanunluckynumber.
4:NorthKorea,JapanandChinathinkthisnumberisunlucky.IntheeyesofJapanese,itislazyanduseless.TheArabsthoughtitwasimmortal,sotheyattachedgreatimportancetothisnumber.
7:SomeEuropeansandAmericansthinkthisisagoodluck,whileSingaporeanshavetheoppositeidea.
8:thisisaluckynumberinChina,whichisverysimilartotheword发,whichpeopletendtochoosewhenchoosinganumber.Singaporeans,however,saytheNumbersarenotgood.
13:thewestandSingaporethinkthisnumberwillbringbadluckandmisfortune.Sothereareno13floorsinwesterncountries.
Digitaldeificationalsoshowsthedifferencebetweeneastandwest.Inourcountry“666”,“999”,“金六福”,“三元”and“13”thesedigitalproducts,intheUnitedStatescanseethe“7-up”,“ModleSeven”and“7-eleven”andothertrademarksofgoods,but“666”,“13”goodsexportedtotheUnitedKingdomandtheUnitedStateswillbecomeaproblem,becausethe“six”inthewestisthesymbolofthedevil,13isanunluckynumber.Itisdifficultforustomasterthecultureofeachcountry,whichrequiresustoaccumulateknowledgetoavoidtheculturaltaboosofothercountriesinthetranslationoftrademarks.
3.3.3TheVariationofColorSymbolicMeaning
InChina,greensymbolizeslife,redsymbolizespassion,whitesymbolizespurity,andblacksymbolizessolemnity.IntheUnitedStates,lightcolorsaregenerallyliked,suchasivory,lightgreen,lightblue,yellow,pink,lightyellow,andtheydontlikepurple.InFrance,peoplehaveimaginativeaboutcolor.Inaddition,thecolorresearchandapplicationisveryexquisite,likered,yellow,blueandothercolors.Bright-colorisregardedasthesymbolofvogue,luxuriant,nobility,sobright-colorispopularinFrance.IneasternFrance,boysinfashionwearblueandgirlswearpink.ForBelgium,chrysanthemummeansdeath,sosimilartothechrysanthemumcolorwontwelcome.ForsouthernBelgium,girlslovepinkandboyloveblue,ordinarypeoplelovetheelegantgrey.Avoiddarkgreen,blackandgreencolorforNaziuniform.ItisnotappropriatetouseblueandyellowasacommercialinSweden.Manycountrieslikegreen,especiallyinthedesertwhereArabsseegreenaslife,andgreenasasymboloflifefortheflag.TheJapanese,however,taboogreen,whothinkgreen,isunlucky.InMalaysia,greenisthesymbolofdisease.Westernersusewhitetosymbolizepurity,andblacksymbolizesdeath.Britainregards“red”ascruelandunlucky.Inwesterncountries,westernersregardwhiteasasymbolofpurityandbeauty,andthebridesweddingdressiswhite,whichsymbolizesthepurityandfidelityoflove.
4.CopingStrategiesofCulturalTaboosintheProcessofTranslation
Trademarksaretheunityoflanguageandculture.Trademarktranslation,withtheperspectiveofcross-culturalcommunication,accuratelygrasp,thesurfacecultureanddeepculture,whichcanturnthematerialvaluetotheabstractspiritualvalue.Itallowedconsumerstounderstandthematerialvalueofgoodsandmateriallanguagecultureandspiritualculture.Goodsaresoldtodifferentcountriesandregions,soculturaldifferencesbetweendifferenttypesanddegreesarenecessarilyreflectedinthelanguage.Althoughthetranslatordealswithindividualwordsintrademarktranslation,thetranslatoralwaysfacestwocultures.Facingwithfiercecompetition,thetranslatormusthaveastrongawarenessofinterculturalcommunication,andbreakthebondageoflanguageformequivalenceconceptinorderthatbringoutthesoundandmakeallbrandnamesofgoodshavebroadmarketprospects.([3]Newmark,Peter.ATextbookofTranslation[M].Shanghai:ShanghaiForeignLanguageEducationPress,2022.).
4.1CateringtoConsumerPsychology
Cultureaffectsallaspectsofourlives.Itrestrictsandregulatestheprocessoffeelingtheworldandformingideas,thusformingsomeperceptualculturaldeterminism.Theseperceptualstereotypesaffectpeoplesvaluesandconsumerpsychology.Thetranslationoftrademarksmusttakeintoaccounttheculturalhabitsandaestheticpsychologyofconsumers.Ininternationaltrade,itisnotdifficulttofindthattheproductofthesametrademarkispopularinoneplaceandsuffersfromasnubinanother.Itisimportantthatwhethertrademarktranslationcancatertoconsumersaestheticpsychology.ApeoplesaidthatThetranslatormustbearealculturalperson.Ifthetranslatorisnotsufficientlyknowledgeableaboutthelanguageandculturalphenomenaofthetargetlanguage,itislikelytomakeunavoidablemistakesinlanguageorculture.Forexample,the“白象”batteryproducedinourcountryistranslatedas“WhiteElephant”,originallyinEnglish,“WhiteElephant”meaningis“biganduseless”.Forexample,thereisakindofelectricappliancecalled“蝙蝠”,theChinesewilltaketheirhomophonic,“蝠-福气”.Whentranslatedinto“Bat”,itwillcauseWesternerstoresentitbecausetheyhatetheanimal.Itisimportanttoknowhowtotranslatethecorrecttrademark.TheimporttrademarkstranslationneedstotakeintoaccountthetraditionalcultureofChinaandtheconsumptionpsychologyofChineseconsumers.ForeignproductsentertheChinesemarket,iftheywanttosetupagoodproductimage,andbelovedbyChineseconsumers,theyshouldhaveatranslationwhichisconsistentwithChineseconsumersculturalhabitsandaestheticpsychologySuchastheUnitedStatesdrink“CocaCola”,atranslatorusedseveralofitssimilarhomophonicChinesecharactersastheirtrademarknameinitsfirstsaleinChina,theresultisnoonebuy,becausetheseseveralChinesecharacterstogetherreminiscentoftheshapeofthetadpole,meaningof“啃蜡蝌蚪”.Later,acalledJiangYitranslatorcarefulstudyofthetranslationofthe“Coca-Cola”,notonlyretainedthe“cola”pronunciation,butalsocatertotheChineseconsumerspsychology,pointoutits“delicious”taste,andthe“happy”effect.Inasense,“cola”canbesoldintheChinesemarket,whichisagoodideaofthetranslationhasplayedagreatrole.
4.2TheUseofConciseLanguage
Fortrademarktranslation,consumersareimpressedbythesimpleandeasytounderstandandeasytounderstand.Becauseofthesignificantdifferencesinpronunciation,wordformation,historicalbackgroundandculturaltraditionbetweenChineseandEnglish,someofthemostconciseandpowerfultrademarksinonelanguagemayappeartobeprotractedanddifficulttoremember.ForexampletheAmericanbeer“Budweiser”,translateinto“百德威斯”isdifficulttorememberObviouslythereisno“百威”tobeconcise,and百威makespeoplefeelrefreshedandinfinitelypowerful.Thetrademarktranslationshouldmakethereaderfeelgood,remember,loveandbewillingtobuyitsgoods,suchas“Panten”(潘婷),“Olay”(玉兰油),thetranslationiselegantandpleasanttohear.Therefore,whentranslatingtrademarks,weshouldbearinmindthememoryfunctionoftrademarks,makethetranslationstraightforwardandsimple,easytoreadandeasytoremember,andtrytoavoidthoselengthyandcumbersomeones,thatis,norealmeaning,difficulttoreadandhardtoremember.Themostimportantgoaloftrademarktranslationistoenableconsumerstoremembertheproductstheyrepresentthroughthetranslationoftrademarks.Therefore,trademarktranslationmustbesimple,easytorememberandvividimage.
4.3ReflectingCommodityInformation
Thefunctionofatrademarkistoillustratetheperformanceofthecommodityandreflectthecharacteristicsofthecommodity.Atrademarkisalsoaconciseadvertisement.Acommoditywantstoopensale,besidesthequalityisgood,thevarietyisoppositetheroad,thepriceisreasonable,veryimportantoneisthetranslationofthetrademark.Bytrademark,peoplecanhavethemostbasicunderstandingofthecommodity,asfaraspossibletothepurposeofpre-sale.Therefore,thetranslationofthetrademarkshouldindicatetheperformanceofthecommodityfromoneaspectofthecommodity,leavingadeepimpressionontheconsumers.Thetranslationmustconformtothenatureoftheproductandreflectitsaccuratepositioningintheoriginaltext.Forexample:theworldfamoustoothpastebrandCresthasthemeaningof“Top,Peakpoint,Helmet”andsoon,whichmakespeoplethinkofthe“hardandhardsurfaceprotection”.Ifitcanprotecttheteethlikeahelmet,whocansayno?Today,PGproductsarealmosteverywhereintheworld,andthe“Safeguard”isparticularlyprofound.Thewordiscomposedof“safe+guard”,safemeans“safe,safe,reliable”and“guard”means“protection”twowordstogether,becamea“security”.Thiscanmakepeoplethinkthattheproductissafeanddoesnotstimulatetheskinandcanalsoplayaroleinskincare.Thetranslationofthetrademarkshouldindicatetheperformanceoftheproductandimpresstheconsumers.Suchas:thename“Benz”ofGermanycomesfromthenameof“KarlBenz”.InTaiwan,itwastranslatedas“朋驰”andalsotranslatedas“本茨”.Althoughthesetranslationsaresimilartotheoriginalname,theliteralmeaningdoesnotreflecttheperformanceofthegoods,oritcanbesaidtohavenomeaning.Now,Benzistranslatedas“Benz”,whichissimilartotheoriginalname,whichcanalsobethoughtofintheliteralmeaningofthetranslatednametotheexcellentperformanceofthecar.Againsuchas“Nike”and“originalintention”,theGreekgoddessofvictory,“娜姬”,“Nike”totheoriginalfeelingofpropagandaobjectmaybelikeabeautifulandvictory,andthefeelingof“Nike”totheChinesetendtobemoreabrasionresistance,moreinlinewiththeconsumerpsychologyoftheChinese.Excellenttrademarkstrytoreflectthecharacteristicsandadvantagesofcommoditiestocatertoconsumerspurchasingpsychology.Theselogosarefullofallegoricalorinspiringpeoplesrichassociationstocreateanirresistiblefeeling.
Thetrademarklanguageisakindoflanguagedifferentfromtheordinaryword,andtheordinarywordcomparisonimplicationismoreprofoundandthecontentenrichesmakesthepeopleeasytoremember.Trademarklanguagehasseveralcharacteristics,First,thetrademarklanguagetohaveindependence,onlyhastheindependenttrademarktogivetheconsumerthevisualimpactandtheappeal,thusachievestherecognitionandtheapprovalgoal.Inotherwords,therecouldbenootheridenticaltrademarks.Second,thetrademarklanguageshouldbesymbolic,trademarklogomusthaveahighcohesionandprofoundimplication.Thisrequiresbusinessesinthedevelopmentoftrademarkstothecorporateculture,entrepreneurialspiritandthecharacteristicsofenterpriseproductsinthebrand.Third,thetrademarklanguageshouldalsobedescriptive,referstothetrademarklanguagegenerallyimpliesthequalityofgoods,indicatingitscharacteristicsandperformance.Four,thetrademarklanguageshouldalsohavetheimaginationcharacteristic,thiscangivetheconsumeranimaginaryspace,letstheconsumerfeelthatusesthiskindofproducttohavetheunexpectedeffect.Five,useforeignwordstodotrademarklanguage,accordingtotheirownculturalpatterns,newthingstobereconstructed.
Trademarktranslationistochangethetrademarkfromonelanguagetoanotherlanguage,andmaintainitsoriginalstyleandconnotation.Trademarktranslationandculturaldifferencesareinseparable.Insociallifecultureplaysanimportantrole,itgreatlyaffectspeoplesdailylife.Thediversityofculturedeterminesthattherearesomedifferencesinthewayofthinking,aesthetictaste,consumptionconceptandvaluesofthecommoditytrademarks.Trademarksaretheunityoflanguageandculture.Withthecontinuousdeepeninganddevelopmentofcross-culturalcommunicationstudies,trademarktranslationwillpromotethepromotionoftrademarkpromotionofinternationalbusinessexchanges.Becauseofthegeographicalposition,thepoliticalsystem,theracesystemandthelevelofeconomicdevelopment,therearedifferentcountries.Enterprisesshouldusecross-culturalcommunicationknowledgethatdoingagoodjoboftrademarktranslation,developmenttheirownbrandstrategy,makingtheirownbrand.Thegoodtrademarktranslationhasgreatimportant,thetrademarkconnotationrichcanembodytheproductcharacteristic.Ifthetrademarkiseasytoremember,easytoread,easytounderstandandvivid,itisthesellingpointofgoodsandcanarousethedesireofconsumerstobuy.Onlygoodtoguessingconsumerpsychologyandrespectfornationalhabits,soastoproperlyusetheadvantagesoftrademarktranslationtoguideconsumerconsumption.Thetranslationoftrademarksisacomplexproblem,andtherearemanyfactorsthatneedtobeconsidered,andculturalfactorsareoneaspectofwhichtheculturalfactorsofthetargetmarketmustbestudiedinordertomaketheproductshavegoodsales,andthetranslatorsoftrademarksshouldpayattentiontoculturalfactorsandimprovetheirculturalattainment.
Trademarktranslationistogiveconsumersapleasantfeelinganddeepimpression,lurethemtoconsumeandbuytheproduct.Andthedifferenceofnationalculturesisabarriertotrademarktranslation,sointheprocessoftrademarktranslation,it’snecessarytoconsidertheappropriatetranslationmethodsandthedifferentethnicculturalbackgroundsandtaboos.Understandingandapplyingtheculturaldifferencesbetweenthecommodityproducingcountriesandthecommoditysellingcountries,useflexiblean
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