As the pace of economic globalization accelerates, our commodities are also constantly circulating and exchanged, and the world is occupying the market. So in this case, whoever promotes the product well will be able to seize the opportunity. Well, we say that there are language and cultural differences between countries, so when we promote products, we must go through translation to make it possible. People in other countries know and understand trademarks, so we say that this kind of translation is not random translation, but has certain rules. The translation of our trademarks is also affected by certain factors. We will illustrate the factors that influence the translation of Chinese and English trademarks. This question is influenced by the following factors. Let’s take a look at what the editor has compiled below.

Basic factors influencing the translation of Chinese-English trademarks - the essential characteristics of trademarks. There are five types of functions of language symbols, namely information function, expression function, guidance function and social function. Trademark names also have and perform these functions. Five functions, although in actual operation only one or two of them play a dominant role. A trademark name is an advertising slogan that embodies the namer's purpose. Its fundamental purpose is to attract attention, arouse interest, stimulate desire, and make people act. Specifically: First, a successful trademark should conform to the nature of the product itself. For example, Reebok's sports shoes are translated as Reebok, which better reflects the characteristics of the shoes than the original translation of Leibao. Secondly, a successful trademark should also have good intentions, be rich in symbolic meaning, and evoke associations. Nike brand sports shoes, translated as Nike, not only reflect the advantages of long-lasting wearability of the product, but also include the meaning of defeating the enemy. Putting on Nike shoes will lead to immediate success. Finally, the language should be concise, clear, vivid, catchy, and easy to remember. For example, the translation of Coca-cola into Coca-Cola not only uses the double-tone feature in Chinese to translate the first two transliterations into "coke", but also uses overlapping sounds to translate the last two transliterations into "cola". It not only has a lively rhythm and a sense of music, but also sounds like a The joyful feeling of tasting the drink. A translation trademark that enters another culture through translation should have these characteristics.

Language factor - the difference between English and Chinese trademark words. English trademark words are short, easy to read, easy to remember, and have the ability to arouse consumers' interest and favor. However, due to the differences in language and culture between English and Chinese, English and Chinese trademark words also show many differences. Specific manifestations are as follows: English trademark words tend to use personal names, such as: Ford comes from the name of company founder Henry Ford; while Chinese trademark words mostly use the names of animals, plants or places, such as Phoenix Bicycle, Tsingtao Beer, etc. English trademark words often use made-up words, so pay attention to the pronunciation. The famous trademark word Kodak, K looks powerful and energetic, and Kodak is the result of this consideration. Chinese trademark words always make full use of existing vocabulary and pay attention to semantic expression. For example, Jianlibao contains the meaning of health and vitality. There are no restrictions or regulations on the syllables of English trademark words, ranging from 1 to 2 syllables to 5 or more syllables, showing greater arbitrariness, such as: Kent, Nike; most Chinese trademark words It consists of two syllables, such as: permanent, Haier, Libai, etc. Generally speaking, there are three types of relationships between trademark words and product attributes: zero relationship, direct relationship and indirect relationship. The relationship between English trademark words and product attributes is basically the above three relationships, but most of them have zero relationship. For example, Rejoice is the name of an American laundry product, which means happiness. The relationship between Chinese trademark words and product attributes is mostly indirect, such as Li. White reminds people of the meaning of immediately becoming white and pure, thereby stimulating people's desire to buy. Although the various differences between English and Chinese trademark words make it difficult to translate English and Chinese trademark words, as long as we recognize the language and cultural differences between the two and deal with them flexibly, we can make the translation of trademarks consistent with the translation. The original trademark words have the same effect.

Cultural factors - cultural differences between English and Chinese. Sociologists believe that trademarks are a form of expression and communication tool for culture, and trademark translation is the conversion of original language trademarks into target language trademarks. This kind of translation is an information dissemination and exchange activity between two groups with different cultural backgrounds. Reflected on trademark words, a trademark word contains different cultural connotations in different cultural environments. Therefore, when translating trademarks between English and Chinese, one should fully understand and understand the preferences and taboos of consumers in China and various English-speaking countries regarding colors, numbers, animals, flowers, patterns, etc. Make the translation of the trademark adaptable to the customs and culture of the country where the target language is located. Only in this way will the translated trademark be welcomed by the country where the target language is located.

For example, some of the more successful trademarks that have been translated from English to Chinese include: Unilevel and Unilever, which not only please the Chinese people because they imply Sino-foreign cooperation, which is beneficial to China, but also conducive to the entry of products into the Chinese market. 7-up, Qixi, not only caters to the auspicious psychology of Chinese consumers, but also conforms to the English ups and downs in which up means good luck. In this regard, the more successful examples of Chinese-English trademark translation include: Hisense, Hisense is derived from Highsense, which means highly sensitive; REEB-BEER, which uses English palindrome rhetorical techniques, with neat contrasts and good pronunciation and meaning; Nanjing Chen Gong Pharmaceutical, success comes from the word success, the first letter is C, and Cu comes from cure, which has the characteristics of a coined word, meaning: successful treatment. It is homophonic with Chen Gong, which not only means innovation, retains the audio-visual effect, but also has an associative meaning; Xinfei, Freshech, means Fresh technology in English, using the rhetorical method of word creation in English. There are many examples of trademark translation failures due to failure to pay attention to the customs and cultural differences between English and Chinese. For example, in the Chinese-English translation of trademarks, Fangcao is translated as FangCao, and fang means dog's fangs or poisonous snakes in English. It’s such a terrifying association, who would put it in their mouth? The sailing ship is translated as Junk, and Junk means old goods, counterfeit goods or useless things in English; the white elephant is translated as WhiteElephant, which in English means: expensive and useless things, burden; the five sheep is translated as FiveGoats, Goat also means an unruly man or a pervert in English, so neither men nor women are willing to ride it.

Aesthetic factors - the difference in aesthetic taste between English and Chinese. The philosophy, art and literary language in Eastern culture focus on psychological time and space, especially the logic of things. Therefore, the tradition of Chinese trademarks attaches great importance to psychological pleasure and aesthetic appreciation, pays attention to ethical education and emotional expression, pays attention to lofty purposes and profound meanings, and pursues beautiful words, elegant taste, good luck and the fragrance of books. For example, when people see the Hongdou trademark, they will think of the eternal masterpiece of the Tang Dynasty poet Wang Wei, making people immersed in the poetic artistic conception and romantic legendary stories. The philosophy, art, and literary language in Western culture focus on natural time and space, especially the natural authenticity of space, material, and facts. This leads to Western trademark culture attaching great importance to real nature and sensory pleasure, and placing more emphasis on functional utility and practicality. Value often uses complimentary adjectives or nouns to reveal the quality, grade, efficiency, novelty, practicality, origin and other characteristics of the product. For example: Sprite, derived from sprit and spirit, also means elf vitality, giving people a feeling of vitality and revealing the efficacy and characteristics of the product. It can be seen that if the trademark caters to the aesthetic taste of consumers, then consumers can appreciate the beauty of the product while enjoying it.

We can know that the translation of Chinese and English trademarks will be affected by factors such as the essential characteristics of the trademark, the differences between English and Chinese trademark words, the differences in customs and culture between English and Chinese, and the differences in aesthetic taste between English and Chinese. Therefore, the seemingly simple interaction The translation process is actually a complex battle of various differences. Yipinweike.com provides English trademark services. As long as you publish your task requirements on the website, you can attract millions of English trademarks to serve you.