on brand name translation

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　　OnBrandNameTranslation----英语翻译学论文-->[Abstract]Thispaperattemptstoexploretheapproachesforbrandnametranslationthroughanalyzingthecharacteristicsandfunctionsofbrandname.TheauthorpointsoutthattheexistingproblemsinbrandnametranslationinChinaareneglectingtheculturaldifferences,substitutingChinesephoicforEnglishbrandname,violatinghabitualuseoftargetlanguageandaddingbrandafterbrandname.Theauthoralsostatesthreemaininfluencingfactorsinthetranslationofbrandname.Theyareculture,aestheticsandpsychologicalstructure.Toimprovethecurrentsituation,theauthor’ssuggestionsincludebringingoutfavorableassociation,designinganinternationalizedbrandname,renamingtheproductsandcoiningbrandname.Onthebasis,theauthorsummarizesfourmainmethodsofbrandnametranslation:transliteration,literaltranslation,freetranslationandmixedtranslation.Intheend, thethesisconcludes:brandnametranslationiscustomer-orientatedtranslation,anintricateart.Andbrandnametranslationshouldconformtothehabitualuseoftargetlanguage,socialculture,aestheticsandpurchasingpsychologyofcustomersintargetmarket.[Keye;influencingfactors;problems;suggestion;translationmethods浅谈商标名称的翻译【摘要】商品宣传是国际市场推销商品和进行竞争的一种重要手段，而培养名牌商标是进一步开拓国际市场的重要环节。因此，做好商标的翻译，起重要意义是不言而喻的。本文分析了商标的特点和作用，总结了目前商标翻译存在的问题是：有些商标的命名忽视文化差异，有些用中文拼音代替英文名称，有些违反译入语的习惯用法，还有一些喜欢在商标名称后面加上“牌” 。随后结合实例，提出文化、美学及消费心理在商标名称的翻译中具有非常重要的影响和作用。对此建议，商标名称应具有联想性，富于国际化。根据中西方国家的文化，审美，思维等各方面的差异，可以为商品改名或创造新词为商品命名。在此基础上还探索了商标翻译的几种方法：直译，音译，自由翻译，混合翻译。最后得出的结论是：商标翻译是一门复杂的艺术。商标翻译要跨越译入语的文化障碍，符合人们的习惯用法、审美情趣和文化心理，以吸引更多的消费者。【关键词】商标；影响因素；问题；建议；翻译方法1.Introductionentsetoplayamoreandmoreimportantroleformanufacturerstopromotetheirproductsinthearket.Asesarethebestadvertisementsformodities.Aneffectivebrandnamecanpromotethebranddevelopmentprocessandenhancetheperceivedvalueofaproduct.Consequently,theenterprisesconcentrateondesigningandexplorethefancybrandname,orepooreopportunitiesthanever.Asmoreandmoregoodsexportedandimported,theyhaveetorealizethatoneoftheirmostvaluableassetsistheirbrandname.Asaresult,hoebetesaretranslatedperfectly,butsomestillremaintobeimproved.Thisthesisdealsainlythetranslationofbrandnamesbete2.1Characteristicsofbrandna -->meGenerallyspeaking,agoodbrandnameshouldsuggestsomethingabouttheproduct’scharacteristics―itsbenefits,useoraction.It’sbettertobeeasy,simpleandcleartospell,pronounce,recognizeandmemorize.Toimprovepronouncingandrecallabilityisalsoimportantforagoodbrandname,emorylinks.Besides,different,distinctiveandunusualbrandnamecandogreathelpforthepromotionofproducts.It’snecessaryforthebrandnametoattributeunique,meaningfulpointstomoditiesinordertoachievepetitiveadvantages.Atlast,abrandnameshouldavoidunpleasantconnectionthatmayoffendcustomersasmuchaspossible.Tocreatethefavorablebrandassociation,thebrandnameshouldconvincecustomersthattheproductpossessesrelevantattributesandbenefitsthatsatisfytheirneedsandeaproductisachallenge-meetingjob.Thecharacteristicsdiscussedaboveshouldbeconsideredseriously,aydeterminetheprosperityoftheproduct. 2.2FunctionsofbrandnameForcustomers,thefunctionofbrandnameistohelpthemtoidentifythegoodsorservicesofonesellerorgroupofsellers.Theycangetageneralideaofaproductfromitsbrandname.Brandnamealsohelpsassurepurchasersthattheyaregettingparablequalityecanbeadvertisedandrecognizedesemorizeorcreativecanalers’goodassociations,motivatetheirpurchasingdesireandbringpaniesagreatsuccessandfortune.3.ExistingproblemsIdeally,thebrandnameembered,highlysuggestiveofboththeproductclassandtheparticularbenefits.Unfortunately,itisdifficultforatranslatedbrandnametobepletelyperfectandtomeetallkindsofcriterion.Sincereceptioninvolvesmorethanmereprehension.Messagesthatexistinginabrandnameshouldnotonlybeunderstoodbutalsoappreciated.Here,somemonproblemss.BothChineseandEnglishbrandnamescarrytheirfeaturesandcultures.Sometimes,itishardtotransferabrandnameinto anotherlanguageeaning.Brandnameeaningandfavorableassociationinonelanguagemaybeunacceptableinanotherlanguageduetodifferentunderstandingindifferentculturebackground.Atypicalexample,“紫罗兰”(clothing)eis“pansy”.edoesnotconformtothewesternculture.InOxfordAdvancedLearner’sEnglish-ChineseDictionary,“pansy”hastwodefinitions.One-->is“gardenplantandbroadflatbright-colouredpetals”;theotheris“effeminateman.”[1]P1061So,peoplearenotoneyfortheproducte.Besides,“‘白象牌电池’,‘蝙蝠牌电扇’areples.InEnglish,etaphoricallytorefertosomethinguseless,ortoocostlytobeaintaining.Batsareassociatedadness,asshoaticexpressions‘asblindasabat’and‘tohavebatsinthebelfry’(tobecrazyoreccentric).Moreover,batsarealsoassociatedeMostChinesebrandnameshavenoEnglishnames,includingsomefamousbrandsandexportbrands.The usualpracticeistosubstituteChinesephoiclettersforEnglishbrandnames.Forexample,“Dabao”(大宝cosmetics),“Zhonghua”(中华toothpaste),“Jianlibao”(健力宝beverage),“Yili”(伊利dairy)and“Baoxiniao”(报喜鸟mensuits).Thesephoic-letter-formedbrandnamesareunfavorableforbuildinginternationalbrandssinceinarketfeeaningofChinese,esaimtopublicizeproducts,theirtranslationshouldconformtothecharacteristicsoftargetlanguage.InotheresshouldnotbetranslatedaccordingtoChinesephoics.Thatcanbefreelytransliteratedonthebasisofsimilarpronunciation.Forexample,“厦新”isrenderedas“Amosonic”,“堡狮龙”istransliteratedas“Bossino”,“Giordano”is“左丹奴”and“Konka”isfor“康佳”.Obviously,thesebrandnamesaremuchbetterthanthosephoic-letter-formed(Pinyin)brandnames.3.3Violatinghabitualuseoftargetlanguage“Chinesepeoplepayattentiontobrevityinnamingbrand.MostChinesebrandnamesareformedofdisyllablees,especiallyfortransliteratednames eaning,shouldnotbetoolong.LongbrandnamesarehardforChineseconsumerstoreadandmemorize.Hoetranslatorsneglectthisproblem.Forinstances,“Menard”(cosmetics)istranslatedas“美伊娜多”and“Catineau”(cosmetics)is“积姬仙奴”.Theselongmeaninglessbrandnamesaredifficulttoread.Theydonotsuggestthefeaturesoftheirproducts,norgivepeopleanyfavorableassociations.Ifefor“Menard”and“佳美诺”for“Catineau”,theyoresuitableandacceptablethantheoriginaltranslations.Asimple,eye-catchingbrandnamecanmakealastingimpressiononcustomers.3.4AddingbrandafterbrandnameSomebrandnamesmayaddthesurplus“brand”aftertheirbrandnames,onfaultintranslatedbrandnames.Forexample,“SunflowerBrand”(葵花牌),“DoubleHappinessBrand”(双喜牌),“WestLakeBrand”(西湖牌),“ThreeStarsBrand”(三星牌)etc.-->Thecharacter“牌”isactuallyuseless.ens”.4.Influencingfactorsinbrandnametranslation Becauseofcultureandsomeotherdifferences,translatorsshouldconcentratesonthesamefeelingsofpeoplefromttoit.One’sfeelings,thoughtsandbehaviorsareshapedbyhisculture.Peopleassimilatesocialexperiencecharacteristicofouroetranslationislanguageconvertingacrossthedifferentculture.Inordertobeacceptedbythepublic,brandnameshouldconformtothepublic’culture.Therefore,localcultureshouldbetakenintoseriousconsiderationeistobetranslated.Oncethebrandnameisaccepted,aprosperousmarketmaybeopenedfortheproduct.Toachieveit,translatorshavetotakemanyculturefactorsintoaccount.Becauseofdifferencesinculturalvalues,economicdevelopmentandotherfactorsacrossnationalities,consumersindifferentpartsoftheetranslationhascloserelationedent.Theseculturaldifferenceseculturalfactorsthatgreatlyinfluencethetranslationofbrandname.Inthispart,thedifferencesofcustomsandhabitsandPsychologystructurebetsandhabits Differentcountrieshavedifferentcustomsanddifferenthabits.Thesameobjectindifferentculturecontainsdifferentvalues,associationsandconnotations.Thedifferencesbetsandhabitsarereflectedinmanyfields.Take“红豆”(shirt)forexample.“‘红豆’isthebrandnameofshirtproducedinJiangsuHongdouGroup.ThebrandnamemakesChinesepeoplethinkofa,‘红豆生南国，春来发几枝。愿君多采撷，此物最相思。’‘红豆’,anameanyfavorableassociations.ThelovesicknessseedusedasalovesymbolinChinaakethoseindanditmay‘take’overseasChinesebacktotheir　motherland.Thebrandnamebenefitsfromitsbrandcultureandnicefeelings.That’songChinesepeople.’’[4]P2Hoe“RedBean”,theseassociativeculturalmeaningmaybelost.Therefore,itissuggestivethat“红豆”betranslatedinto“LoveBean.”Anot-->hertypicalexampleis“玉兔”(cookie).“InChinesemythology,itisapetlivingoon.Chinese peoplelikeitandprefertoapply‘玉兔’toproductsoon.‘玉兔’isknoerscannotunderstandit.Asaresult,ithadbetterbetranslatedas‘MoonRabbit’,aybemoreeasilyacceptedbyforeigners.”[5]P231That’stosay,differencesincustomsandhabitsarereflectedinthetranslationsofbrandnamesanddifferentcustomsandhabitsmayalsoresultindifferentculturalspecialties.Translationisnotonlyimportantbutalsoverydifficult.Differentsituationsmayrequirethetranslatorstoadoptadifferenttreatmentaccordingtothedifferentculturesbeteaningofsomeeobjectspresentamoreimportantreflectionofdifferentpsychologicalstructure.Thesameimageseaningindifferentlanguagesmayalsoproducedifferentpsychologyresponse.eistakenthematerialasanimage,thetranslatorshouldbecareful.Forinstance,“‘dragon’isthesymbolofpoberofidioms,pressioninind.”[6]P46“Dragon”paint(龙牌漆)，oneofthebestpaints ofChina,esticcustomers,uchlikelyrejectedbythebolandthenationaltotemofChina,dragon,hoinglyregardedastheincarnationofdevilthatalanydifficultiesandtroubleforman.”[7]P69eisliterallytranslatedinto“dragon”,itmaynotbearket,asitneglecttheforeigncustomers’psychologicalresponsetotheassociativemeaningofthiskindofanimal.It’sbetterthatarket,sometimesthebrandnamehastobechangedtosuittheportanttoknoersandtheirpsychologicalresponseinordertoavoidtargetlanguagecustomersmisunderstandingofthedifferentpsychologicalstructureofsourcelanguageculture.Thebrandnameisanintegralpartofaproduct.Toagreatextent,erslikeabrandornotecustomerswillgiveupbuyingaproductiftheyhavenoopinionofitsbrandna-->me.Consequently,translationmustconformtotheculturalenvironmentandthereceptionpsychologyinthetargetmarket.4.2Aesthetics oreover,thisdeadeaningbeesaliveandlivelythroughthiskindofdrinkingconceptBrandnametranslationisconcernedmainlyers.Itiscustomer-orientedtranslation.Inthisingconceptofpeopleintargetlanguagebeesnecessaryfortranslatorstolearnabout.Here,ainlydiscusstheconsumingconceptofChinesepeople.4.3.1Aspiringtoluck“It’sobviousthatnotonlyChinesepeoplebutalsopeopleinforeigncountriesaspiretoluck.BecauseofChinesetraditionalculture,Chinesepeoplebelievethatlanguagecanbringinbothgoodluckandbadluck.Therefore,theyhopetoseekforgoodthingsandpreyforhappinessanybrandnames.Forexample,“惠尔康”(adrink)containsteaning.Thatisof“cheap”and“health”.Themiddlecharacter“尔”isofthesamesoundof“而”inChinese,eaningthedrinkisnotonlyofloeans“你”inChinese.Then“惠尔康”canbeexplainedthatthedrinkakeyouhealthier.Andin“康而寿”,thetean“health”and“longevity”.Themiddlecharacterisajoining eaning“health”isapromiseof“longevity”.Alike,“安-->必信”canbeexplainedthatsincetheproductissafeandreliable,andyoucanrelyonit.Besides,therearelotsofChinesebrandnamesthatcontain“喜”,“福”,“利”,“吉”and“发”,suchas“喜之郎”,“喜多多”,“福满多”,“达利园”,“万事发”,“万宝路”,“金利来”,“吉百利”.4.3.2AspiringtoeleganceInrecentyears,thosebrandnames,oreandmorepopular.paredesthoseneesaremoreattractive.Inrecentyears,peopleaspiretonotonlymaterialentertainmentbutalsospiritualentertainment.Theypaymoreandmoreattentioninthebeautyofbrandname.Elegantbrandnamesbeemoreandmorepopular.“Take‘玉兰油’forexample,‘玉兰’isoneofChinesefavoritefloe.‘玉兰油’canbeinterpretedtobeelegantandfulloffragrance,akesaprettyimaginationofgirl’spurity.Those elegantbrandnamesoftenappearinthemodityusedbyen.Theyconcentrateonen’ssentimentalfeelingsandrichimagination.Somebrandnameslike‘雅芳’，‘碧丝’，‘舒蕾’，‘飘柔’arelyen,asthesebrandnamesreflecten’sgraceandtenderness.”[12]P309Theseelegantbrandnamesenrichboththeirlivesandtheirspirits.4.3.3Aspiringtoexoticproducts“InChinabrandnamesofexoticflavorarealsopopular.Productsimportedfromothercountriesormanufacturedinjoint-ventureenterprisesoftenbearexoticbrandnames.‘耐克’(sportsshoes),‘可口可乐’(beverage),‘松下’(television),‘切诺基’(jeep),‘桑塔纳’(car)areallpopularbrandnamesofexoticflavor.Thesebrandnamescatertothebeliefheldbyourfelloenthatproductsmanufacturedinindustrializedcountriesarenecessarilyofgoodquality.”[13]P360NoeChinesepeopleespeciallytheyoungaygotoK.F.C.justtofeeltheexoticandromanticatmospherethere.Somemayesareallexcellent.“Thereisaneed‘sportsman’,berofpeople becauseofitstranslatedname‘斯波兹曼’.Actually,itismadeinChina,firstlycalled‘梅花’(bicycle).”[14]P309Somemerchantsknoingpsychologyandmaketheirbrandnamesexoticandunique,otestheirproductsalot.Somebrandssuchas“PierreCardin”(皮尔卡丹)，“Maxam”（美加净），“Aeche”（雅倩），“Bossini”（堡狮龙），“Baleno”（班尼路）benefitsalotfromtheirbrandnames.Inaesshouldconformtopeople’sconsumingconcept.Themorepeoplelikethebrandname,themoretheymaypurchasetheproduct.5.Suggestionsandmethodsofbrandnametranslation5.1SuggestionsNoarketpetitiondependsonmanyfactors,includingthequality,priceofproducts,servicesandbrandname.Themoreanenterpriseownstrongbrand,thegreaterpossibil-->ityofesaresuggested.5.1.1Bringingoutfavorableassociation Favorableassociationmayarousethebrandpreferencetocustomers.Tocreatethefavorablebrandassociation,thebrandnameshouldconvincecustomersthattheproductpossessesrelevantattributesandbenefitsthatsatisfytheirneedsandotionofaproduct.Aseofsportsshoes,eaningtoitsproducts.“安踏”meanspressivebrandname.“九牧王”ishomophonicuchbetterassociativemeaning.“王”makesitscustomersfullofenergyandpostomale’spsychology.Asabrandnameformansuit,“九牧王”maybebetterandmoresuitablethan“JoeOne”.“Accent”(car)isrenderedas“雅绅特”,anisdrivinganoutstandingcar.And“Benzis‘奔驰’,eanshighspeed.Canon,thetrademarkfortheequipmentofphotographsandphotocopies,istranslatedinto‘佳能’,ance.Vermoulhis‘味美思’,suggestingthattheerry,“肤美灵”isSkinice,toimplyitcaresofourskin.Thetranslationgivesamoresuitableenttothe product.Itshouldbealsoaccurate,andcreativeinconnotationofculture,too.5.1.2BuildinganinternationalizedbrandnameUptonoostChineseenterpriseshavenointernationalizedbrandname.Thisisadisadvantageforenterprisesgoingtothearket,enterprisesmusthavetheirunderstandable,transferableandacceptablebrandnames.Infact,brandnameinternationalizinghasbeeanearketpetition,shouldrepositionitsbrandimage.So,it’simportanttodesigninternationalizedbrandnames―Englishbrandnames.ThenmorepeoplecaninterpretthemeaningofChinese.OnedirectesistotranslateChinesebrandnamesintoEnglish.Suchas“Panda”(熊猫),“Apollo”(太阳神)and“LittleSustpaygreatattentiontotheculturaldifferencesbeters’response.5.1.3RenamingtheproductsAccordingtotheculturaldifferences,renamingtheproductsisquitenecessary.“In1986aperfumeandcosmeticpanyChristianDiorproducedakindofnamed‘Poison’.Asesof perfumearenormallyrelatedtonobility,romanceandmystery,forperfumeisusuall-->yassociatedanskull,asymbolofdeath.otorenandysheros”(蜜雪儿)engarments.Thoughbrandinnovation,thesevividbrandnamescanmakeadeepimpressiononcustomers.5.1.4CoiningbrandnamesManyEnglishbrandnames,includinges,arecoined.Thesuccessfulexampleis“Youngor”(雅戈尔).Itistheanagrammaticspellingof“younger”.Itcanmakepeopleassociateers.Asabrandname,“Youngor”isbetterthan“Younger”,andatthesametime,itcanconveythemeaningof“younger”equally.Throughbrandinnovation,thebrandbenefitsitsbrandnameandtheenterprisehasfulfilleditsbrandbuildingandpositioningandmadethearketpetition.ethodsofbrandnamestranslationAsismentionedabove,hoesisanurgentaseaningfulissue.Todothis,muchattentionshouldbepaidtomethodsandtechniquesoftranslation beforeanidealbrandnameisproduced.Inordertodesignagoodbrandname,differentetranslation:transliterati-->on,literaltranslation,freetranslationandmixedtranslation.5.2.1TransliterationTransliterationistotranslatethebrandnameaccordingtothepronunciation.Manybrandnamesforgoodsfromhomeandabroadaretransliterated.SuchasMotorola(摩托罗拉mobilephone),Haier(海尔electrichomeappliances),Omega(欧米加obile),Acme(艾克米supermarket)andBoeing(波音airplane).”[18]P239Transliterationcankeeptheoriginalflavorofbrandnamesandshople,“Honda”(本田)and“Sony”(索尼),thesetesconveycustomersaJapaneseoriginmessage,ers’attention.K.F.C.(Kentuckyfriedchicken)alsosuggeststhatKentuckyStateistheoriginalplaceoffriedchicken,eaningandspiritoftheoriginalandconveyitsexactoriginalmessagesandfeelings directlyandaccurately.Alargenumberofbrandnamesaretranslatedintoanotherlangragebythismethod.Forexample,“Forever”(永久bike)suggestsitsimportantattributesorbenefits.“pliesthecookersandtableesareverysuitablefortheirproducts.5.2.3FreetranslationInordertotakeadvantageoftargetlanguageandmaketranslatedbrandnamesmoreidiomaticandacceptable,somebrandnamesarefreelytranslated.Animaginarybrandnamecanbringoutfavorableassociationforcustomers,aybelievethattheproductpossessesrelevantattributesandbenefitsthatsatisfytheirneedandple,“in‘7-up’(七喜,drink),‘up’referstosomethingthatissuper,prosperous.Inaddition,thenumeral‘7’isluckyoneineansyoueonetranslates‘7-up’into‘七上’byliteraltranslation,Chinesecustomerspleis“ilarpronunciationastheoriginal‘oremeaningsthantheoriginal.InChinese,‘回力’means‘回天之力’.”[20]P233ple.Init,“激”and“爽”arepopularcharactersinChinarecently. ent”,andismoreproperandsuitabletomeettheneedsoftheyouth.Similarly,“safeguard”(舒肤佳soap)poo)wasnottranslatedinto“快乐”,-->but“飘柔”meaningsoftnessandglossiness.Thesebrandnamescansuggestfunctionsandfeaturesofproducts.Thefreetranslationhelpsbrandnametranslationalotinitsfunctionalequivalent.5.2.4MixedtranslationThismethodistomixtransliterationandliteraltranslation.Bythisesebothinmeaningandpronunciation.Itcanmunicatetheinformationofproductsaccuratelyandimpressthepotentialcustomers.“Goldlion”istranslatedinto“金利来”.Itiscreatedbymixtureofliteraltranslationandtransliteration.In“金利来”,“金”istheliteraltranslationof“gold”;“利来”isthetranslationof“lion”.Inpletelyliteraltranslation,Goldlionistobe“金狮”like “jinsi”(今死)or“jinshi”(金失)inChinese.ousname“金利来”ind.So,“金利来”notonlyavoidsbadassociation,butalsoaddsthemeaningthatagreatoffortuneouseaningof‘Flyta’is‘飞钽’,transliteration.Inthispliesthattheproductarket.”[21]P3086.ConclusionBrandnametranslationisanart.Itisaprehensiveprocessthatcoverstranslationtheory,aesthetics,interculturalmunication,marketingandconsumerpsychology.Itisaisingbeteaningofbrandnamesandtheirconsumers.Thebrandnameembodiesculturalcharacteristicsindifferentnations,societiesandtimes.Itaimstopublicizeitsproductsandattractconsumers.Thetaskofbrandnameistocreatedesirablenamestopromotetheirproducts.Inthistranslation,thetranslatorisrequiredtocreatebrandnamesthatcanconveythemessageoftheoriginalappropriatelybutalsobeacceptedasersintargetmarket.Sometimes,heorshemayadjustorevenreers. 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