A Tentative Study of Trademark Translation Essay

Abstract stigmatize is a special kind of phrase signs. It is the closeness of commodities distinct pe cul de saciaritys, the core of commodities nuance, and the powerful ordnance for an enterprise to situationicipate in inter content competitions. With the reading of globalization and the increase in international mickle, the point of intersections of importing and exporting lace day by day the explanation of stigmatises is gaining to a coar mootr extent than and much than(prenominal) attention. Nowadays, more than(prenominal) and more potty slang realized that a great shift of a stigmatize in promoting sales is crucial to the development of international m finesses and profits making. con assortment to al closely instances of stigmatize interpretation, this thesis summarizes near master(prenominal) distinctives of dent, and discusses the patterns and virtu t out(p) ensembley commonplace methods of earmark supplanting. primal retain-a nd-takes Trademark characteristics displacement reaction principles comment methods , , , , , , , , , , Introduction According to R.Heis, an Ameri potty economic expert A shit look on, i. e. stylemark is a earn, form, sign, design or a confederacy of them that tells who draw offs it or who sells it, distinguishing that growth from those made or sold by other(a)(a)(a)s. (Guo Gui dour & Zhang Hongbo, 2008 one C) A send is unspoilt bid a convergences take a crap, which is the representative of the image of a comp all and the symbol of calibre. In promoting sales, the tag plays a precise principal(prenominal) government agency in arousing consumers desire to shop, deli genuinely the huge economic benefits and change surface in determining the survival of a comp whatsoever.With chinawargons joining to the WTO, china strengthens cooperation with other countries, including increasingly frequent economic and trade transfers. How to introduce our growths to in divert countries, bring foreign harvests into the domestic grocery stores and conduct a sure-fire sales business has become kind of chief(prenominal). Therefore, a successful transmutation of entertainmark becomes urgent and unavoidable for the enterprises. While label description is non only a plain con discrepancy from adept decree to a nonher, exactly a stimulate pattern of the cross- oral communication commercial, a special cross- heathen conference activity.Thus, it is vital for us to pay more attention to the principles and methods of incitermark shift. Chapter1 The Characteristics of Trademark though in that respect be various definitions of earmark, they grant round(a)thing in common. In cosmopolitan, a authentication should be elemental and wanton to remember, and should be distinctive and favorably associative. 1. 1 open and Easy to Remember It is a elemental destiny for a authentication to be simple and gentle to spell. Choosi ng rook and simple manner of speaking for composing trademarks bequeath dish out consumers comprehend them more profound, be obtain simple and short oral communication ar informal to celebrate in memory.Nowadays, with the fast development of economy, more and more trademarks flood into the foodstuff, how could consumers larn in all of them? Therefore, if a trademark is short and voiced to spell and memorize, it lowlife occupy the market easily. In fact, almost nearly-k instantern trademarks atomic number 18 in short form, such as Nike, Sony, Apple and so on. 1. 2 characteristic from Similar Products We all go to sleep that the aspire of using trademarks is to distinguish maven proceeds from others. Therefore, to be distinctive is most other Copernican characteristic of a trademark. Trademarks, in a sense, ar equal to signs and reputations.Distinctiveness back help customers non to be easily confused with other trademarks in the market either by rifle o r appearance. Distinctive and typical words whitethorn be used to distinguish the relevant crossroad from others. Kodak (camera) take a crapd by the manager, is distinctive and easy for the potential consumers to memorize. The Chinese famous trademark Lenovo( ),can easily be unlikeiated from other computers, because Lenovo, a coined word, can be gentd with the word legend which is particular and attractive. Lenovo is more in advance(p) than legend.Adventurous consumers will prefer that trademark distinguishes the relevant product from other computers with pure(a) ease. 1. 3 Arousing Favorable Association roughly trademarks can depend upon kindly connexion, which is an crucial feature of trademark. Owing to the requirement of marketing, a trademark is non only a sign, exactly excessively an advertisement. It should recruit the property draw and present the good lawsuit to consumers. few trademarks book inherent import and more or less fool historic or cultur al con nonations, both of which can end up halcyon associations. LUX (soap) is a product of Unilever confederacy.LUX, a Latin word, direction sunshine. So the consumer can bear on it with bright sunshine and wellnessy shin. This trademark even let multitude imagine the romantic printing on the summer beach. Whats more, consumers can coadjutor LUX with lucks and luxury from its appearance and pronunciation. Thus, Unilever Comp any(prenominal) publicizes the good quality of its products by the indulgent association of the trademark. From the above role model, we can affect that the inherent implication of trademarks plays an important part in denote and can arouse plentys desirable association and let them accept the products.Chapter 2 The Principles of Trademark commentary Trademark shift is an art as well as a science. It is a comprehensive operate which is think to linguistics, explanation theory, intercultural communication, aesthetics, and consumer psychol ogy. ordinaryly speaking, trademark comment is a complex task of pliable surrounded by the meanings of trademarks and their consumers. Therefore, to infer trademarks success lavishy, some principles should be taken into consideration. 2. 1 Reveal the Products Characteristics Usually, all product has its identification.Trademark deracination should show the features and maps of the products, so that the buyers could immediately think of the workout of products when they see the trademarks. As has been discussed by Xu Hui and Cheng Zhendong, the characteristic of a product mean that it has some basic elements which differ from those of others (Xu Hui, 200455-56). The translated station quote should match with the characteristics of products and show the idea of the lord agnomen. The characteristics of products not only distinguish from others, precisely besides contain the ability to pass off with the consumers.Thus, in the extremity of explanation, the transcriber should moil the characteristics of the products, so as to promote the perceptiveness of products for consumers, and help learn the characteristics and buy the farms of the products by the eldest sight. For example, a trademark of suit-dress Hope delegate is translated into , in which the word ? instantly radiates in the products for the app atomic number 18l category, and ? add more procession of a elated and peaceful sense of smell to the goods. The explanation not only reflects the features of the product and also caters to consumers aesthetic taste. cipher will contri scarcee interest in products which they are not acquainted. A successful trademark translation should prolong the peculiarity that customers can learn the category and characteristics of the product. uniform Nike, the famous American sucker of sports wears, is the score of the goddess Victory in Greek myth. According to its pronunciation, it can be translated into or in Chinese. However, the se two call cant betray the characteristics of the product, only even give people a mis on a lower floorstanding that Nike is some products for women. is bump. ? delegacy something durable.As the sport wear, forcefulness is equal to good quality. ? implies that people can finally overcome difficulties and succeed, conforming with the connotation of Victory. These two words in Chinese show the features of the product perfectly. Another example is Procter & Gambles antidandruff lave pass & Shoulders. The translation room dandruff disappears when washed, and highlights the distinct characteristics of the product fully. Another two examples are play (bicycle) and Unlsports (sports shoes).The former is translated into , the latter(prenominal) into . If you are not familiar with the trademarks, who will associate it with their products? 2. 2 Choose the Appropriate Words As the symbol of products, trademarks should be simple and easy to remember and understandable for cons umers. So in regulate to leave the ruff smell on consumers, translators should consider some beguile words during the process of trademark translation. The more complicated words in the translation, the weaker the trademark dears and the less memorable it becomes. For instance, McDonalds was transliterated into in mainland of China forward and now is displaced by .Also, in mainland, the strike out tell by Hewlett & Packard had a long translation of - for a long period. Now, the six-character recital, long and meaningless, has been replaced by the two-character form . rapprochement these two versions, we can see the latter is easier to adjudicate and memorize. Moreover, contains more meanings and can plump up more favorable e favorable association of the the productassociation of consumers. Similarly, sharpen &Shoulder(shampoo) was transliterated into in front and now a more succinct and meaningful version is normal. Stafanel, the vane phone for apparel from US, is translated into now. However, what about a two-character version ? Also in China, Mercedes-Benz, the brand have for a quality car from Ger umteen, was transliterated into before and yet is put into at present. A car from Great Britain Rolls Royce is translated into now sooner of the former transliteration . The Chinese version for unclouded Child, a semi-conductor from the US, was before and now is rather. is easier to be enounce and memorized than for Nescafe from Swiss.The upper newborn versions have replaced the old renderings because they are simple and easy to be certain by consumers, in pronunciation, form and meaning. Easy espousal by consumers finally promotes the sales of the products. On the contrary, some translations sound profane or may lead to negative associations in the Chinese language. Thus such translations would not be recognized and accepted by consumers. For examples, Psorales, a drug, was put into when just orgasm int o China.No one knew what was and assumed it to be something discarded. It is not hard to imagine nobody would buy things that sound worn and useless. Later, it is replaced by ,a more vivid and meaningful version, and its sales was improved afterwards. 2. 3 Analyze the aesthetics Features Trademark translation should comply with the characteristics of geomorphology of trademark in the TL. Getting the best out of the combination of salmon pink in meaning, sound and form is the internal requirement if we want to realize the associated function and the advertising function of a brand severalise.(Tang Zhongshun, 200275-77) The translated trademark accordingly must be normative, refined, vivid and visual. Firstly, beauty of meaning means the translated terms should produce an artistic blueprint with a favorable association of words or component words so that people will have well-situated and nice association and arouse the expectation and pursuit of wonderful things. We have the typical examples of queer (beverage) and Tide (washing power). Since pouf was translated into in Chinese, this product has prevailed in China due to the brilliant color and easy connotation.The translated term in sound is not only quite close to the pronunciation of the passe-partout brand stool, but also generates people have a favorable association of lustration, neatness and tidiness, showing the sort and feature of the product. Secondly, beauty of sound means a brand flesh of the overlord and its translated version should basically share the analogous or alike(p) pronunciation with the quality of sonority, rhythm methodization and musicality so that an aesthetically harming enjoyment is gained in hearing that brand name (Zhang Quan, 200477-79).There are many another(prenominal)(prenominal) successfully translated versions fully reflect the beauty of sounds. Take OMO (washing power) and Clean& buy the farm (facial cleanser) for example. As OMO is translated into ,it sounds like a compliment great in side. The translated term of Clean&Clear, fuddles good use of alliterative Adonic reduplication in methodicalness to strain a combination of phonetic rhythm and verve.Lastly, beauty of form means the translated trademarks should contact the best of conciseness and simpleness in structure, namely using few syllables, readability and understandability of the words and avoiding difficult and seldom-using words. plenty prefer two or threesome words of translated versions because this structure better accords with the denotative custom and aesthetic psychology. There are many famous translated brand name calling with the above feature, such as Head&Shoulders (shampoo), Avon (cosmetic), Johnsons (cream) and so on. Especially the translated version is full of the characteristics of concision, elegance and vividness representing the feature and function of the product. 2. 4 Pay Attention to ethnical Differences Edward Taylor pin downd civilization as a complex whole which includes knowledge, popular opinions, art, morals, law, custom, and any other capabilities and habits acquired by individuals as members of a society. (Taylor Edward B, 187136) Namely, the major(ip) factors contributing to the making of culture are the religions, habits, customs and write up, which vary considerable from countries to countries.As a carrier of culture, language is an important part of culture which reflects the characteristics of a nation, which not only includes the nations historical and cultural background, but also contains the national outlook on life, lifestyles and commissions of thinking. From the family relationship between language and culture, it is obvious that translation is not only a process of transferring the blood line language into the posterior area language, but also a process of a mutual communication and exchange between divergent cultures.Therefore, during the process of trademark translation, as language and culture are inwrought from each other, it is essential to pay more attention to cultural differences. 2. 4. 1. Differences in Religions Religions, myths, legends, and images from literary works are an in-separable part of culture. They are deeply rooted in culture and at the same time kick in a great deal to the arrangement of peoples concepts about accepted objects.These elements, when involved in brand name translation, call for the translators sensitiveness as well as flexibleness in cultural adaptation in wander that functional equivalence could be attained between the antecedent brand name and the derriere brand name. For example, Goldlion was not well-liked when it send-off appeared in the Chinese market with the name . It is said that many people would not buy that product just because the name sounds truly close to in some Chinese dialects. Other people believe that the name was not well accepted because it resembles the sound of,which is also a t aboo idea in China, particularly in Hong Kong, where people display a particular liking for things with luck-bearing label. Any counsel, the product did not sell well until the new name was adopted by Zeng Xianzi, a famous Chinese entrepreneur. He adroitnessfully took apart the citation brand name intogoldandlion. The first part was literally put into? to be faithful to the schoolmaster, objet dart the latter adopted the method of semantic transliteration and was put into ,meaningbringing profit. such an auspicious name has helped a lot in building up the good fame of the product. 2. 4. 2 Differences in History.Every uncouth has its own history. In the history, many historical incidents happened. These incidents have carved into the culture and have become a part of it. creation unaware of the history when translating a trademark will lead to failure. Opium is a brand of perfume. Actually in the western cul ention to hich reflects nd nice associationame, but also makes ati on. things. he producr. ture, such kind of trademark name is popular, such as Poison, another perfume brand. However in China, has a negative meaning. The Chinese people see the shameful history related to opium since 1840, when the infamous Opium War broke out.Without the consideration of history, this brand encountered the resistance from the Chinese consumers. Finally, the trademark name was banned in China. 2. 4. 3 Differences in Customs and Habits Custom is one of the branches of culture reflecting the circumstantial characteristics of a nation or parts of the nation. It is the sediment of long history and closely linked with the surroundings and the way of life. So some customs and habits hold out in one culture but may be absent in another, which brings about an obstacle to Chinese- position brand name translation.Many Chinese brand name calling come from Chinese custom. One of the most famous rice wines named (Daughter Wine) is produced in Shaoxing, Zhejiang state of matter of China. To Chinese customers, the brand name represents the happy events in ones life, composition they cannot arouse the same feeling in westerners if translated literally and that will absolutely cause cultural loss, because the western consumers do not know about the custom of the quaint Shaoxing. It is said that in ancient Shaoxing a jar of this wine was buried under the ground when a daughter was brought into the world.When the misfire grew up and became a bride, the jar was take out and presented to the guests attending the wedding. As the wine was uncapped, the smell of the wine spread far, and all guests became excited and congratulated the parents, so it was named . When a translator translate the trade mark, it is very necessary to reveal the cultural culture of the brand names. It is not only easy for customers to know about the origin of the wine but accept it quickly, because any one from any country would like to equally evaluate the exquisite thi ngs, enjoy the happy feeling and desire success.Thus, in order to reveal the cultural information of this brand name, perchance the translation Daughters hymeneals Wine is more suitable. 2. 4. 4 Differences in the Attitudes towards Animals and Numbers People living in different cultures hold different berths and beliefs towards animals and phone numbers. What is considered a good omen in one culture may not defend the same in another. Therefore, it is generally wise that people should not use this type of words to name the relative products, and when one translates lasting brand names of this type, cultural adaptation may help him take a chance a more proper objective lens brand name.The difficulties caused by such words in brand name translation may be illustrated with the following example. As we know, the Chinese people often associate flails with good luck because the Chinese character ? sounds the same as? (meaninggood fortune). Some Chinese legends even say that when a bat lives 100 years, it turns white in color and hangs whirligig down from a tree, and eating that bat could bring a person longevity. A red bat foretells even better luck for sounds exactly the same with ( existence supremely fortunate). Some Chinese stick to the belief so much that they name their products. scarce if the translator adapts his linguistic choices to the different attitude towards the animal in European cultures, he would not consider Bat a good name, for bat is regarded as an exceedingly evil omen in many European folklores. Perhaps translations like Fortunes would be better. Besides, numbers bring about different associations. Generally speaking, each culture has certain(prenominal) numbers believed to be either aureate or ominous, but this may often differ from individual to individual. allows take the translation of 7-up, a brand of soft drink, as an example.The number 7 is thought to be a lucky number to many English speakers, but it does not have the s ame meaning in Chinese. Considering the cultural difference, the translator, in order to create a similar effect among the Chinese consumers, worked out the name . The name is quite satisfactory because its first part? remains faithful to the source brand name without canaliseing any reproachful meaning, and its second part? conveys the meaning ofhappiness and good luck,and accordingly makes up for the loss of connotation in the number7.Chapter 3 General Methods in Trademark Translation whoreson Newmark once said that different translation strategies should be adopted according to the different functions of different works (Mou Yan, 2008). It is well-known that trademark translation is not only to convey the cultural information of the source culture, but also to set up a good image in the mug culture, and finally to attract the people in the stub market to the product. In order to contact these purposes, translators should adopt the following methods in the process of tradem ark translation. 3. 1 unfeigned Translation unfeigned translation, referred to as semantic translation by shit Newmark, is a way of translation which aims at preserving the most possible cultural messages (including the communicative scene of culture, such as, the formal elements of the SL) of the source textual matter at the sacrifice of the formal elements of the target language and sometimes even the intelligibility of the target text (Zheng Shengtao, 1994). Since the formation of words in the Chinese language is different from that in the Western languages, it is actually impossible to succeed trademark translation by verbatim translation in most cases.Peter Newmark favors literal translation too. He says, I am somewhat of a literalist because I am for truth and accuracy. (Newmark Peter, 200162) Although sometimes literal translation may create something exotic or even font for the target language readers, it will bit by bit be accepted by the target language and its cul ture. As long as the translated brand names from foreign language can be understood and accepted by the target consumers, literal translation is the best way for promoting cultural exchange through the brand name translation in China.As the brand name translation is to transfer between cultures, translators should make the target consumers understand the source culture. Some people say there is a better way for translators to approach the genuine. That is literal translation, which can keep the national feature. For example, some traditional brand names, which are very familiar to the Westerners even to the world like (The Yangtze River), (the Yellow River), and (the Great Wall) are chosen by the producers, as they are the symbols of Chinese wonderful natural history.When translators translate them, they have no need to do any translation. As these brand names are well-known to the world, and these Chinese characteristics of brand names are fresh and mysterious to the Wester ners, it is easy to evoke the target consumers purchasing desire. Translators can adopt literal translation. The brand names , , carry our ancient cultural information. When translators translate them into the Western languages, they should keep literal translation and add some notes, in order to let the target consumers know the source culture.Literal translation also keeps the general form and keeps the structure of the source language. Today, Chinese culture are getting more and more popular in the world, and more and more Westerners are eager to poll our language in order to learn our long history. Therefore, the kind of translation is a necessary way to let more people learn our traditional culture. On the other hand, in the English-speaking countries, there are some brand names which can be literally translated. For example, the very famous brand name whiten cat is translated into .And the brand name Camel is translated into . completely these translated brand names a re very suitable for the products, and the products will very believably be loved by the consumers in the target market. Here literal translation is not the same as verbatim translation. Word-for-word translation is to rigidly make every word in the process of translation. Strictly speaking, it is not a translation method. further, literal translation is a skill of translation, even if there do exist some additions or deletions enchantment the shopping centre of the original is not destroyed.Literal translation makes the target language more beam and acceptable. Although literal translation can most possibly maintain the cultural messages of the source language, it sometimes will cause error of the cultural messages or create uncomprehensible meanings. Lets take Sprite as an example. If the word Sprite is translated literally or directly, it might be . The version would put Chinese consumers into great confusion because is a human-like monster in Chinese culture. Thus t ranslators should consider other methods.Literal translation is adopted as the most ideal translation technique in reproducing images because it can preserve the original images as much as possible. Some English expressions wearing word-for-word similarity to some Chinese expressions may mean something quite different. In this case, translators should go deeper to find out what these English expressions really mean other mistakes will be made in literal translation. 3. 2 Transliteration Transliteration in a narrow sense is a affair from one system of writing into another and it is mostly based on the pronunciation.Transliteration attempts to be lossless, so that an informed reader should be able to reconstruct the original recite of unknown transliterated words. To achieve this objective, transliteration may define complex conventions to deal with letters in a source script that do not correspond with letters in a goal script. Transliteration means that trademarks are translated into similar names in pronunciation according to the original ones (Li Yi, 2009232-234) It is generally believed that the toleration of this method can help to achieve various purposes.Some trademarks obtained in this way can effectively remind the customers of their authorized status. Such trademarks are easier for target consumers to pronounce and memorize. Still, some trademarks are deliberately transliterated in order to cater to the foreign consumers general preference for foreign goods because some thus-translated trademarks sound more foreign-like. The world famous trademark Intel means the ability to learn and argue and the capacity for knowledge and comprehension. Now you see why it is translated into which sounds foreign-like and is easy to memorize and read.Meanwhile, it indicates the characteristic of the product. Another example is the translation of Ya Ya. (down wear) is transliterated into Ya Ya instead of Duck. The translated trademark Ya Ya is a guileful nam e that can fulfill the simulating function of trademark effectively. These two examples show the characteristics of being simple and easy to pronounce and memorize and as well obey the principle of aesthetics. Though transliteration embodies the sound beauty of the original one, the translated trademark dictions should be chosen carefully.During transliteration, it is important to obey the characteristics of arousing desirable association. Philip was once translated into which sounds more similar to the original one than . But the three characters will arouse unfavorable association. People prefer good and appropriate words, and hence, when using transliteration method, translators should do their best to choose beautiful words. For example, Lancome (cosmetics) is put into .The two Chinesecharacters are beautiful and can be associated with an elegant woman with certain phantasmal qualities. These two words are eer connected with beautiful things, such as , . Thats why Chi nese females have a partiality for Lancome. In translation practice, we find that English trademarks are passing coherent in letters or words and can be pronounced easily in one breath, while the transliteration of Chinese trademarks are broken into autarkical words in accordance with the specific Chinese characters. So the English version often lacks coherence.To avoid the disadvantage of transliteration in strict accordance with the standard Chinese pronunciation, we can use transliteration method flexibly. To some extent, we can translate a trademark according to the local pronunciation. The following examples successfully avoid the above problem. (refrigerator) is translated into Frestech instead of Xin Fei. Frestech is be of fresh and technology, which is coherent in structure and pronunciation. Whats more, it also implies that the product is produced with advanced technology. (tonic food) means that happiness is coming, suggesting the product will bring happiness and hea lth to consumers.The English version Life caters to westerners psychology and is easier for them to pronounce and spell. 3. 3 necessitous Translation Free translation reproduces the matter without the manner, or the content without the form of the original. Usually it is a paraphrase longer than the original. In order to take advantage of the target language and make translated brand name more idiomatic and acceptable, some imaginary brand names are freely translated.Free translation can communicate the information of products clearly and vividly. It will make a strong impression on the target language consumers and arouse their response. There are many successful examples to show this method. For example, Ariel (washing powder) is rendered as . The word ? means clean and clear. So indicates the super cleaning qualification of the washing powder. Similarity, Safeguard (soap) is not literally translated into , but . The translation describes the products function and attribu tes.Rejoice (shampoo) is not translated into , but , meaning softness and glossiness. Slek(shampoo) is also rendered as through free translation. in Chinese can be a noun as well as a verb phrase. If is interpret as a noun, it means beautiful buds, implying ladies will be like an elegant bud after using the shampoo if is interpreted as a verb, it means nourishing a bud to make it come out. This implies the shampoo can make hair glossier. Zest(soap) is paraphrased as through free translation. ? is a very popular word in China, which brings the soap a fashionable element.This translation is improved from the original one in literal method. is more proper and suitable to meet the of necessity of the youth who are the target customers. 3. 4 Liberal Translation plus Transliteration In order to reach the criteria of trademark translationbeauty in meaning and sound, and to make the translated versions possess the general features of good brand names, we can use the combina tion of continuous tense translation and transliteration to translate brand names, since in many cases liberal or transliteration cannot do the job along.A good translation of a brand name should not only be similar to the original sound but also reflect the connotation of the original. The combination of liberal translation and transliteration may achieve double purposes, as the message of the brand name will be more vividly reflected so that it will be more astonishing to guide consumption. Here we take some examples to appreciate the merits of this kind of method. For example, Pampersdiapers from P&G, is rich in meaning and clear in pronunciation. The translated brand name has got a proportionateness between the meaning and the pronunciation. The brand name of a medicine Bufferin is translated into . The translated brand name does not tell us what the medicine is, but it forms a sound which is very close to that of the source brand name. A drink named Milo is translated into , which not only makes us know that the pronunciation of the translated word is close to that of the original, but tells us what the product is made from and the property of the product.