On Translation of Foreign Brand Names

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1、On Translation of Foreign Brand Namesabstrat:thispaper,inthefirstpart,intrduesbrieflythegeneralknledgefditybrandnaesanditsipatnprduts.asstatedinthetitle,thispaperthenainlydealsiththetranslatinffreignbrandnaesinthesendpart.inthefinalpart,nthebasisftheanalysis,thispapernaturallydrasanlusinnerningthers

2、s-ulturaldifferenesinthetranslatinffreignbrandnaes.keyrds:brand,translatin,rss-ulturei.intrdutin-brandnaeanditstranslatinbrandnaesarejustlikepeplesnaes,servingasthesyblfthedity.“brandingakesaprdutdistintiveinthearketplae,justasyurnaeakesyuuniqueinthesietyinhihyulive.”(ells,burnettandriarty89)frnespe

3、ifiprdut,itsbrandnaeisfgreatiprtane.henvariuskindsfditiesgglbal,theirnaestraveliththeasell.asthetradefditiesexpands,brandnaesfertainprdutshavebeeveryfausandsesuessfulnesgraduallygetregnizedbythehlerld.frhina,nadays,develpentfitsenyinreentyearsfurtherstiulatedthetradebeteenhinaandtheruntries,hihbring

4、sthegrthfiprtedfreigndities.freignbrandnaes,natterhuhfaetheyenjyglbally,illbediffiultfrhinesensuerstaeptiftheydnthaveipressivetranslatinsinthinese.asstatedbyanaerianshlar,“agdtranslatinfabrandnaeanbringillinsfdllarsdiffereneintheprdutssellsrerd.”(qtd.inbahuinan,273)itanntbedeniedthatsellsrerdsandprf

5、itsareiprtantfrtheanufaturer.hever,areiprtantsignifianefragdbrandnaetranslatinliesinthefatthatthenaeftheprdutisnduivettheprtingftheprdut,theenhaningfitsfaeandpetitivenessasellastherakingdnftheunterfeits.suingup,itisbviusthattranslatinffreignbrandnaesrthfurtherstudyingfritisntnlytheriginalbrandnaetha

6、tattersbutalsitstranslatin.ii.translatinffreignbrandnaes-prbleandslutinthispartfthepaperillfirstexplrethereasnhyeneedtpayattentintthetranslatinfbrandnaes.then,disussinnprenditinsandethdstdealiththetranslatin,binedithspeifiandrepresentativeexaplesillbeflled.a.theneedfrthetranslatinffreignbrandnaeatte

7、ntinustbepaidtthetranslatinffreignbrandnaesfrthefllingtreasns:1.translatinfabrandisasiprtantasitsriginalnae.nnehand,theriginalbrandnaeispartfthevalueftheprdutitself.astrngbrandnaeinsthereputatinfrtheprdut,keepingtheprdutalive.nthetherhand,thetranslatinfthebrandnaeisalsruialtthesurvivalfthedityinafre

8、ignarket.suppseneprdutbeaeell-knninitsdestiarketithitsriginalbrand,hihrteddeepinthelalstuersind.hever,henthisprdutgestafreignarket,theriginalbrandbeessunfailiarthatferevennpepleregnizeit.tregaintheppularityiteverhad,thisprdut,ithutdubts,needsthaveagdtranslatinfitsbrand.2.translatinserversasaediufuni

9、atin,akingthetranslatinfbrandnaessignifiantintheditytrade.论文网在线“languageisthearrierfulturetranslatinservesasthebridgefrss-ulturaluniatin.”(bahuinan5,ytranslatin)atpresent,aprdutsbrandnaehasbeeanapprahfruniatin.besidestheriginalbrandnae,itstranslatinalsservesasaediufuniatinastranslatinitself,dealingi

10、thdifferentlanguages,isnsideredtbeaaytuniate.inadditin,translatinisbelievedtbeaaytexhangeideasandulture,tprteunderstandingangdifferentuntriesandnatins.(xuhngxin83)fralltheseeanseethatbeausetranslatinservesasaediufuniatin,translatinfbrandnaesplaysaverysignifiantrleinditytrade.therefre,frthetabve-enti

11、nedstandpints,itanbeseenthatattentinshuldalsbepaidtbrandnaetranslatinsbutntnlytheriginalnes.heret,thereasnhytranslatinfbrandnaesrthdisussinghasalreadybeenjustified.inthefllingparts,theprenditinsandethdsfrfreignbrandnaetranslatinillbeexplained.b.theprenditinsandethdsfrfreignbrandnaetranslatin1.prendi

12、tinsfrfreignbrandnaetranslatinbrandnaesfiprtditiesarereatedbyfreignanufaturersandadvertisingdesigners,thustheyinevitablyntaindifferentulturesharateristis.hentheyenterthehinesearket,theyillainlyfaehinesensuers.hethertheyaninthearketshareandthefavrfhineseustersdependsgreatlyntheirbrandnaetranslatin.ag

13、dtranslatinillhaveenrusipat,thughinvisible,nnsuersentality.(bahuinan281)trkutagdtranslatin,thefllingprenditinsshuldbensideredinthefirstplae:a.theseantisassiatinfthetranslatinshuldaterttheentalityfhinesensuers.differenesindifferentuntriessialsystes,naturalenvirnents,religiusbeliefs,usts,thughtsandlan

14、guagesbringvariusseantiassiatinstpeple,reatingallkindsfbstalesanddiffiultiesfrtranslatin.(bahuinan22)ashinesepeplepreferthseharatersthatntainfavrableeaningslikeluk,happiness,suess,beauty,elegane,preiusness,benefiial,healthy,energetiandthseanexpressprpitius,gdandprisingideas,haraterslike“吉”(luk),“乐”,

15、“喜”(happiness,jy),“佳”(fine,gd),“宝”(preiusness),“美”(beauty),“雅”(elegane),“益”(benefiial),“奖(healthy),“能”(apability,energeti),“富”(rih,abundant)areusuallyused.“a-la”,afausbeveragebrand,isnetypialexaplethatanntbenegletedhentalkingabutbrandnaetranslatin.itshinesetranslatin“可口可乐”issprevailingthateverybdyin

16、hinaknsitnadays.“可口”eans“tasty”inhineseand“乐”eanshappiness,hihseeinglytellstheustersthatdrinkingitbringshappiness.“百事可乐”,thetranslatinfantherfauskedrink,“pepsi-la”isanthergdexaplesiilart“a-la”.“extra”,aheinggubrand,istranslatedas“益达”,fhih“益”ipliesthatitisbenefiialtpeple,refletingthedesignersideathat

17、heingthisguillbebenefiialtpeplesteeth.“hersheys”and“adbury”,thlatebrands,aretranslatedint“好时”and“吉百利”,akinguseftheharaterslike“好”,“吉”and“利”tlinkustersthughtsithlukandgdfrtune.“heineken”,abrandfrbeer,istranslatedas“喜力”,ithaharater“喜”eaning“happiness”.“avn”,“aybelline”and“nivea”,threesetibrands,haveve

18、rybeautifulhinesetranslatin:“雅芳”,“美宝莲”and“妮维雅”respetively,hihakeusefharaterslike“雅”,“美”tephasizetheirptentialabilitytbeautifypeple.hatsre,setieshineseustersliketheharater“龙”(dragn)veryuhbeausetheiagefdragnhasalreadybeenebeddedintheirind.dragn,frthehinesenatin,isthesyblfperandheavenlinessstheyillhave

19、aspeialpreferenefrthisanialhihdesntexist.ashendezhangfrbeijingfreignstudiesuniversitypintsutthatthedragninenglishand龙inhinesearebthiaginaryanialsbuthaveverydifferentnntatins.thinese龙issethingsaredandhasbeenreferredtastheanestrfthehinesenatin.therefre,“denn”,abrandfrhi-fiprduts,istranslatedas“天龙”and“

20、itren”,afrenh-adearbrand,istranslatedas“雪铁龙”.论文网在线b.thetranslatinfthebrandnaeshuldtrytreflethattheprdutisanditsfeatures.befreustersseetheprdutiththeirneyes,theyillguesshattheprdutisfritsbrandnae.assnastheprdutentersaarket,thedesignedbrandnaeshuldiediatelyindiateitstargetusters,therefre,thetranslatin

21、fthebrandshuldalshasthesaeeffetftheriginalne,thusitanplayaninevitablerleinprtingtheprdutinthenearket.(bahuinan282)tgainppularityinthehinesearket,itisessentialfraniprtditythaveatranslatedbrandnaethatanrefletitsfeatureshinesensuersaneasilyregnizeit.“enfagr”,translatedas“安儿宝”,isailkpderbrand.“儿”,eaning

22、“baby”,“hildren”and“宝”,eaning“treasure”iplythatthisprdutisgdfrbabiesandhildren.“safeguard”,abrandfrsapandbathingltin,istranslatedas“舒肤佳”.here“舒”eans“frt”and“肤”eans“skin”.sthistranslatinillleavetheipressintpeplethatthissaprltinanbringfrtttheskin.“lgate”,abrandfrtthpaste,istranslatedas“高露洁”iththeharat

23、er“洁”eaning“lean”,indiatingthatitanakepeplesteethleanandtidy.“saridn”,apainkiller,translatedinthineseas“散利痛”,utilizestheharater“散”(ease,dispel),“利”(begdfr)and“痛”(pain)tindiatethatitaneasepeplespain.“benz”and“prhe”,tfausautbilebrands,aretranslatedas“奔驰”and“保时捷”ith“奔”,“驰”and“捷”alleaninggingveryfast.“r

24、eebk”,abrandfrrunningshes,istranslatedas“锐步”.“锐”(sharp,vigr)and“步”(ft)allservetnveythefeaturesftheprdut.hever,therearealstranslatedbrandnaesthatanntaruseustersassiatiniththeprduts.frexaple,“ents”,translatedas“曼妥思”,“dve”,translatedas“德芙”,anntdiretlyreflethattheyare.atually,“ents”isakindfandyand“dve”i

25、safausbrandfrhlate.thetranslatinfthebrandnaeshuldbesiple,nise,easytreeberandhavefair-sundingprnuniatins.besidestheabve-entinedtprerequisites,asuessfultranslatinfbrandnaeshuldalsbeverysiple,niseandeasyfrusterstreeber.als,afair-sundingprnuniatinisessential.bahuinan,againinhispapersuggeststhat“antheres

26、sentialpriniplefrthetranslatinfiprtditybrandnaeisthatthetranslatinshuldbeniseandeasyterize.”ifthetranslatinsundstpliatedandakard,pepleanhardlyreeberit.suessfultranslatinfbrandnaeillbeneveryneslips.“sprite”and“fanta”,tsft-drinkbrands,aretranslatedas“雪碧”and“芬达”,bthfhihareveryeasytreeber.“理光”and“柯达”,tr

27、anslatinsf“rih”and“kdak”,aretbrandsthathinesensuersareveryfailiarith.exaplesfsuhtranslatinsareplentiful,like:“sasung”as“三星”,“sany”as“三洋”,“tshiba”as“东芝”,“hitahi”as“日立”,“audi”as“奥迪”,“buik”as“别克”,“nike”as“耐克”,“pua”as“彪马”,“asi”as“卡西欧”,“sieens”as“西门子”,“nkia”as“诺基亚”,“ag”as“美格”,“epsn”as“爱普生”and“annn”as“佳能”

28、.allsuhtranslatinsuseverysipleharatersthatareeasytprnuneandhaveveryfair-sundingprnuniatins.tnlude,thesethreeprenditinsarevitaltthesuessfthetranslatin.althughitisipssibletahieveallthreerlesatthesaetie,effrtsshuldbetriedtgainthebestresult.seties,agdtranslatinhldsalltheseadvantages.“nike”shinesetransla

29、tin“耐克”isveryshrtandeasytreeberhile“耐”eans“earable”,hihisjusttherightrdtdesribelthes.thatsprbablynefthereasnshy“nike”issppularinhinanadays.2.ethdsfrfreignbrandnaetranslatinspeakingfethdsftranslatin,literaltranslatin,freetranslatinandtransliteratinarealaysentined.inbrandnaetranslatin,theyarealsinnuse

30、.ardingtilliaellsadvertisingbk,hearguesthatitispartiularlydiffiultfrinternatinalpaniestadapttnaesandprdutslgansinhinese.itanbeseenthen,translatingfreignbrandnaesisreallyahardnuttrak.tahievethebesteffet,setiessespeialethdsarealsneeded.a.literaltranslatin;literaltranslatinfbrandnaes,bahuinanexplains,i

31、stdiretlytranslatetheliteraleaningsfthebrand.theadvantageisthatitnveystheriginalinfratinftheprdut.althughitisntfeasiblefreverybrandnaetbetranslatedliterally,literaltranslatinisstillputtusebysefreignbrands.inrdertbeabletapplythisethdtthetranslatin,theriginalbrandnaeshuldbentinalrds.论文网在线frexaple,thet

32、ranslatinf“r.juiy”int“果汁先生”angiveustersaverylearideathatitisafruitjuiebrandhileatthesaetieitfrsaartniageinpeplesind.“pineer”,aneletrniapplianebrand,translatedas“先锋”,annveyttheusterstheessagethatitisthepineerftheeletrniapplianeindustry.“irsft”,theaeriansftaregiantpany,alsadptsliteraltranslatinethdtre

33、gisteritshinesebrand.translating“ir”as“微”and“sft”as“软”suessfullytransittheipliedeaning:abasi,tinyanddeliatesftare.tpapertelbrands,“sftlean”and“breeze”aretranslatedas“洁柔”and“清风”literally.“洁柔”nveystheriginaleaningfthebrandentirelyandaterstpeplesrequireentsfrpapertelhile“清风”arusespeplesassiatinfthefrtb

34、rughtbyabreeze.b.transliteratin;inasesthattheriginalbrandnaesarentntinal,thatistsay,theydntakesensettheustersliterally,transliteratinisftenused.itanbentedthatanyiprtbrandnaesdnthaveatualeanings,thebestayttranslatetheistransliteratin.thestrngpintfusingtransliteratinisthatitanbestpreservetherhyeandrhy

35、thftheriginalbrand,refletingtheprdutsspeialetinalappeal.(bahuinan285)exaplesftransliteratinfbrandnaesareingreataunt,suhas:“arlbr”as“万宝路”,“arlsberg”as“嘉士伯”,“hennessy”as“軒尼诗”,“liptn”as“立顿”,“revln”as“露华浓”,“azda”as“马自达”,“renault”as“雷诺”,“sny”as“索尼”,“intel”as“英特尔”,“ag”as“美格”,“dell”as“戴尔”,“erissn”as“爱立信”,“

36、sieens”as“西门子”,“rih”as“理光”,“nikn”as“尼康”,“lypus”as“奥林巴斯”,“adidas”as“阿迪达斯”,“gui”as“古姿”,“rlex”as“劳力士”and“ega”as“奥米茄”.thughthiskindftranslatinanhardlyassiatethefeatureftheprdutiththenae,theydfllseftheprenditinsentinedearlierinthepaperlikeusingharatersithfavrableeaningsandakingthetranslatinshrtandfair-su

37、nding.take“ikea”frinstane,itisafausfurniturebrandanditstranslatin“宜家”akesuseftheharater“宜”eaning“apprpriatefr”and“家”eaning“he”tiplythatthefurnitureareveryapprpriatefryurhe.als,“宜家”isveryeasytreeberandsundslikeitsriginalbrandveryuh.thersethds;tdealiththetranslatinfvariusfreignbrandnaesisneasyjb.henne

38、itherliteraltranslatinnrtransliteratinrks,therethdsshuldbeadeusef.frinstane,“b”,afausautbilebrand,hasahinesebrandnaeas“宝马”,hihisalsknntanyhineseusters.“宝马”isneitheraliteraltranslatinnrtransliteratin,butitisstillaveryipressivebrandnaeifallthseprenditinsdisussedearlierarensidered.“宝”eans“preius”and“马”

39、(hrse)ipliesthatitisaautbileas“马”isneeansftransprtatinsinanienthina.buttagreatajrityfpeple,“b”isalsaveryfausbrand.“panasni”,ajapanesebrandfragreatvarietyfeletrniprdutsliketv,hi-fi,dplayer,dvdplayeret,hasahinesebrandnaeas“乐声”,siilarttheeaningf“beautifulsunds,usi”inhinese.“helett-pakard”,aputerhardare

40、rpratin,nisknninhinaas“hp”r“惠普”,insteadfitslngandpliatedriginalbrand.“ne”,aneletrniapplianebrand,desnthaveatranslatedbrandnae.still,“ne”isknntanypeple.frtheseexaples,itanbenludedthattheretpssibleaystpeithsuhsituatin:neistkeepitsriginalbrandnaelike“ne”andthetheristdesignanehinesebrandnaefrtheprdutlik

41、e“乐声”and“惠普”.aslngasitfllstheprenditinsfreatingasuessfultranslatedbrandnae,differentethdsanbeusednthebasisftheatualsituatin.iii.nlusintakingintauntthedetailedanalysisandvariusexaplesdisussedinthispaper,itanbenludedthatintranslatingfreignbrandnaes,rss-ulturaldiffereneservesasaajrinfluentialfatr.thisf

42、atrshuldbepriritizedhenedealiththetranslatinffreignbrandnaes.inrdertahieveasatisfatryresultfthebrandnaetranslatin,e,inthefirstplae,ustkeepinindthethreeprenditinsdisussedinthispaper,naely,gdseantisassiatinfthetranslatin,refletinftheprdutsfeaturesandsiple,easytreebertranslatin.then,euldtryurbesttapply

43、differentethdstthetranslatinrksuhasliteraltranslatinandtransliteratin.ifneessary,ttherethds,keepingtheriginalnaeandrkingutanebrandnaeshuldalsbensidered.rksitedbahuinan.enhuayujingyuyuyanfanyi(文化语境与语言翻译,ulturalntextandlanguagetranslatin).beijing:hinasfreignlanguagetranslatinpublishingpany,2001.hendez

44、hang.“ulturalnntatinfanialrdsinenglishandhinese”aspetsfinterulturaluniatinpreedingsfhinas2ndnfereneninterulturaluniatin.ed.huenzhngbeijing:freignlanguageteahingandresearhpress,1999.234-247ells,illia,etal.advertisingpriniplespratie4thed.beijing:qinghuauniversitypress,1999xuhngxin.“ulturalexhangeandtranslatin”enhuayufanyi(文化与翻译,ultureandtranslatin).ed.gujianzhngbeijing:hinasfreignlanguagetranslatinpublishingpany,2001.83-93(东莞理工学院城市学院，梁琳婉)