《商标翻译》PPT课件.ppt

TranslationOfTrademark,3.problems of today,2.the culture differences,1.methods of translation,TranslationOfTrademark,Quite different from other translation style,the translation of business English is the combination of social culture,aesthetics,purchasing psychologies,economics,and advertising theories,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 transliteration,and literal translation.,1.methods of translation,transliteration,Still remember the Chinese names of Coca-Cola?It is translated into 可口可乐.But interestingly,it is much likely that few people have heard that,when it was first introduced to China,the earlier translation of Coca-Cola was“口渴口蜡”and“蝌蚪嚼蜡”,which makes a terrible imagination of tastelessness and great difficulties.These two translations can bring no good for the product bur peoples repugnance.While 可口可乐 both maintained the original word syllable and the great effect of resounding.Everyone can recognize it to be a drink trademark at the first sight of it.,After this typical example,there spring up a lot of successful similar drink named after 可乐，such as Pepsi-cola(百事可乐)，feature-cola(非常可乐),etc.as a rule,when making a transliteration of trademark we should try best to keep the both languages unifying in the pronunciation,rich in connotation of culture which can motivate consumers great imagination and purchase desire.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;“肤美灵”is Skinice,to imply it cares of our skin.,The successful example of literal translation lies in the trademark of Goldlion.In Completely literal translation,Goldlion is to be“金狮”,a name with supreme authority,honor and elegance.But unfortunately,“金狮”is in the same pronunciation with“金失”。This harmonics warn customers of the implication that once they buy this kind of ties,they will forfeit your wealth.It is rather an evil curve than a trademark.With transliteration and literal translation together,it finally get the famous name“金利来”which sounds pleasant and is easy to bear in the mind.,literal translation,Furthermore,both methods should take great account for the culture of exported countries.onekindofexportingbatteryisnamed“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,thereisanidiom“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 transliterated 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 versions.For example,“Head 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,THANK YOU,