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1、OntheTranslationofBrandandAdvertisement 【Abstract】Theessayistodiscusssomeofthebasiccharacteristicsbyconcentratingonthetranslationofbrand,sloganandbodyregardingthecultural,psychologicalandconceptualelementsintheprocess. 【Keywords】Translation；Brand；Slogan Ⅰ.Brand Brand,inbusiness,me
2、ansakindofmarkconsistingofwords,whichisusedtodiscriminateoneproductorservicefromothersimilarones.Sincethemainpurposeofanadvertisementistopersuadepeopletobuyaspecialproductortotryaspecialservice,thetranslationofthebrandisofthegreatestimportance.Inordertotranslateabrandwell,threestepssh
3、ouldbetakenintoconsideration: A.Makeclearthemeaningofthebrandinitsoriginallanguage. Althoughmosttranslatorsarenativespeakersoftheoriginallanguageofthebrand,itisstillworthspendingtimestudyingthemeaningofthebrand.Forexample: Forthesamereason,thebrand“玉兔”istranslatedas“MoonRabbit”butn
4、ot“JadeRabbit”.For“玉兔”,inancientChinese5myth,resemblestherabbitlivinginthemoonpalaceasthecompanionofChang'er,thedeityofthemoon.However,ifitistranslatedas“JadeRabbit”,foreignconsumerswillbeapttomistaketheproductforarabbitmadeofjade. B.Payattentiontotheinfluentialfactors. Sincetransla
5、tionisakindofcross-culturalcommunication,theidealwaytodoitistoconveyasmuchinformationaspossiblefromtheoriginallanguagetothetargetone.Therefore,translatorsshouldtrytheirbesttokeepthetranslationsimilartotheoriginalbrandontermsofbothrhythmandmeaning.Herethebesttranslationmaybethatof“Coca
6、-Cola.Despiteofitsoriginalmeaning-simplyacombinationoftwokindsofplants,thebrandistranslatedas“可口可乐”,whichkeepsthesamerhythmwhiletellingitsconsumersthattheproductisakindofdrink,oratleastanediblething,anditwillbringyoujoyandhappiness.Becauseofthesuccessfultranslationwhichevenexceedstheo
7、riginalone,thebrand“可口可乐”wassoonregisteredinChina,usedtobroadenthemarket,andlaterimitatedbythetranslatorof“Pepsi-Cola”. However,thoseexamplesarerareinthetranslationofbrands.Formostofthetime,itistoohardforthetranslatorstofindequivalentwordsinthetargetlanguage.Underthiscondition,transl
8、ators
