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1、3.problems of today2.the culture differences1.methods of translationTranslationOfTrademarkTranslationOfTrademark Quite different from other translation style,the translation of business English is the combination of social culture,aesthetics,purchasing psychologies,economics,and advertising theories
2、,etc.It is the same with that of trademark and ad-words.When translated into another language,the version should not only retain the original essence,conform to consumers psychology in the exported market,but also as brief as the original one.In many cases,we translate these trademarks through trans
3、literation,and literal translation.1.methods of translation transliteration Still remember the Chinese names of Still remember the Chinese names of Coca-ColaCoca-Cola?It is translated into It is translated into 可口可可口可乐乐.But interestingly,it.But interestingly,it is much likely that few people have he
4、ard that,when is much likely that few people have heard that,when it was first introduced to China,the it was first introduced to China,the earlier earlier translationtranslation of Coca-Cola was“of Coca-Cola was“口渴口蜡口渴口蜡”and“and“蝌蚪嚼蜡蝌蚪嚼蜡”,which makes a terrible imagination of tastelessness,which ma
5、kes a terrible imagination of tastelessness and great difficulties.and great difficulties.These two translations can bring no good for the These two translations can bring no good for the product bur peoples repugnance.While product bur peoples repugnance.While 可口可可口可乐乐 both maintained both maintain
6、ed the original word syllablethe original word syllable and and the the great effect of resoundinggreat effect of resounding.Everyone can recognize it.Everyone can recognize it to be a drink trademark at the first sight of it.to be a drink trademark at the first sight of it.After this typical exampl
7、e,there spring up a lot of After this typical example,there spring up a lot of successful similar drink named after successful similar drink named after 可可乐乐，such as such as Pepsi-colaPepsi-cola(百事可百事可乐乐)，feature-cola(feature-cola(非常可非常可乐乐),etc.,etc.as a rule,when making a transliteration of as a ru
8、le,when making a transliteration of trademark we should try best to trademark we should try best to keep the both keep the both languages unifying in the pronunciationlanguages unifying in the pronunciation,rich in rich in connotation of cultureconnotation of culture which can motivate which can mot
9、ivate consumers great imagination and purchase desire.consumers great imagination and purchase desire.Eg:Eg:Canon translated into“佳能”，which indicates that it is a quality product with good performance;“乐凯”is Lucky；the beverage“百乐美”is Belmerry;“肤肤美灵灵”is Skinice,to imply it cares of our skin.The succe
10、ssful example of literal translation lies in The successful example of literal translation lies in the trademark of the trademark of GoldlionGoldlion.In Completely literal In Completely literal translation,Goldlion is to be“translation,Goldlion is to be“金狮金狮”,a name with,a name with supreme authorit
11、y,honor and elegance.But supreme authority,honor and elegance.But unfortunately,“unfortunately,“金狮金狮”is in the same pronunciation with is in the same pronunciation with“金失金失”。This harmonics warn customers of the implication This harmonics warn customers of the implication that once they buy this kin
12、d of ties,they will forfeit that once they buy this kind of ties,they will forfeit your wealth.It is rather an evil curve than a trademark.your wealth.It is rather an evil curve than a trademark.With transliteration and literal translation together,it With transliteration and literal translation tog
13、ether,it finally get the famous name“finally get the famous name“金利来金利来”which sounds which sounds pleasant and is easy to bear in the mind.pleasant and is easy to bear in the mind.literal translationFurthermore,both methods should take great account for the culture of exported countries.onekindofexp
14、ortingbatteryisnamed“白象”(“Baixiang”).ItistranslatedintoEnglishdirectlyas“WhiteElephant”.InEnglish,“awhiteelephant”isausage,meaningaburdensomepossession(沉重的负担)anduselessthings(无用而累赘的东西).“白翎”(“Bailig”),onekindofpenmadeinShanghaiChina,istranslatedintoEnglishas“WhiteFeather”directly.InEnglish,thereisani
15、diom“toshowthewhitefeather”whosemeaningisthatdesertingontheeveof abattle.Thatistosay,awhitefeatherhastheconnotation“acoward”.2.the culture differences Having come across too many trademarks with a“foreign style”,customers will become less interested in them.Nowadays,we have too many trademarks trans
16、literated with such Chinese characters as“特”,“斯”and“克”,for instance,“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”.Cliche transliteration 3.Problems in trademark translation Due to the different cultural background in Mainland and other areas,translations of trademarks often have different ve
17、rsions.For example,“Head&Shoulders”is translated as“海伦仙度丝”in Taiwan;while in mainland,it is translated as“海飞丝”.The different translation versions of the same foreign trademark will cause inconvenience and confusion to customers.It is harmful for the manufacturer to establish a uniform image.Lack of consistency 专业：英语+市场营销小组成员：汤雅1120060132 雷婷1110060205 龙咏秋1120010210 孔月华1110060204张亚琼1121040428苏炜贤1120010218杨颖1110010623