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A problem that exists in the translation of trademarks in our country

There are some trademark words in our country The translation is just a literal translation into English, without taking into account the national cultural differences, and the translated things are contrary to Western culture. There are roughly four situations when translating Chinese trademark words into English:

11 The translated name does not conform to the target language and culture. For example, the British do not like elephants but prefer pandas; Italians and Spaniards like roses but avoid chrysanthemums; in Chinese culture, the dragon is a symbol of imperial power, so many Chinese trademark words use "dragon" as the symbol. It is a trademark word, and the "dragon" in English is an evil animal that is ferocious and raging and should be eliminated. Therefore, there is no trademark word "dragon" in English. Another example is that in traditional Chinese culture, "bat" and "福" are homophonic, so bats are regarded as auspicious. Some products are named after "bat", such as "bat brand" lamps and "bat brand" ceiling fans. . However, in English culture, bats are regarded as crazy and blind blood-sucking animals, which do not have any auspicious meaning. Therefore, when such products are sold to the UK, they are naturally not popular.

First, existing problems in the translation of brands in China

Today, some of the translations of the Chinese brands are from the literal meanings of their characters without the consideration of cultural differences; therefore, the translations are sometimes not consistent with the western culture. There are four situations in the translation of Chinese brands.

11 the translation does not apply for the culture of the target language. For instance, British people Dislike elephants but pandas; Italian and Spanish are in favor of roses while chrysanthemums are their taboo; in Chinese culture, dragon is the symbol of royalty, thus many Chinese brands consist of the character of dragon, while in English, dragon is an evil monster that is vicious and deserve eradicated. As a result, there are no mentions of dragons in any English brand. Another example would be that in Chinese tradition, bat is harmonious with luck in pronunciation, so that bad is also considered auspicious. Some products are named after a bat such as the Bat light and the Bat fan. However, in western culture, bats are crazy and blind animal that feed on blood with any sense of goodness. In this way, products mentioned above are surely not popular in Britain.

To be continued