1. Introduction

A trademark is the external sign and image of a commodity. A good trademark can attract consumers' attention, arouse consumers' associations, and stimulate their desire to buy. For enterprises, it can open up markets, open up sales, and bring huge economic benefits to them.

Effectiveness, thus occupying a seat in the market and making it a household name. In addition, trademarks also have unique cultural effects.

The English translation of trademarks is different from the translation of other books, magazines, advertising slogans, etc. It does not involve complicated translation, but it requires more

the translator's knowledge of English-Chinese bilingual and Eastern and Western Cultural proficiency requires the translator to accurately extract one or two words from the vast sea of ??words to name the product.

Successful English trademarks can not only promote Chinese products to go abroad and enter overseas markets, but also retain the beauty of Chinese culture

disseminate the long-standing Chinese culture and promote the development of Chinese and Western products. The blending of cultures.

Trademarks need to be concise and clear. Although the translation process is not affected by deeper language levels such as sentences, paragraphs, chapters, etc.,

but in the final analysis, traditional translation must be followed The standards are "faithfulness", "expression" and "elegance". The basic principle of trademark translation should be "faithfulness"

Be faithful to the original meaning but not stick to the original meaning. We should get rid of the shackles of the literal meaning of the original trademark, expand our thinking, and translate the trademark

In addition to deepening the meaning of the trademark, attention should also be paid to the aesthetics of the word pronunciation of the trademark itself.

2. The main methods of trademark English translation

In general, the English translation of trademarks can be roughly divided into four methods: transliteration, literal translation, free translation, and phonetic-to-meaning translation.

The following is an introduction to trademark English translation and some examples of trademark translation methods.

1. Transliteration method. The transliteration method is to translate the product name into the corresponding English name using pinyin. It is often used when the trademark contains proper nouns or made-up words. Since these words themselves are meaningless, this method is often used to preserve the meaning. The phonological beauty of the original trademark makes the trademark

readable and catchy.

This method is faithful to the pronunciation of the original trademark, faithful to the calling function of the original trademark, transliterates the new meaning, and strives to integrate the sound and meaning, using the sound

as the introduction, so that it is pleasing to the eye and the eyes. This is also one of the more common translation methods in English translation. It can also be divided into three categories: pure transliteration, homophonic translation and provincial transliteration.

(1) Pure sound method. The trademark is completely expressed in pinyin. This translation not only retains the phonological beauty of the original calling language, but also conveys the beautiful culture of a foreign country, helping consumers experience cultural differences and highlighting the products. cultural authenticity. Examples: Wahaha, Anta, LiNing, Maotai, Changhong, Haier, etc.

"Robust" not only complies with the rules of transliteration, but also has the purpose of intentional translation, so that consumers will become stronger after drinking the drink.

Understand the purpose of enterprises to serve the people.

5. Things to note. In the process of trademark English translation, we are not free to do whatever we want. When transliterating, we should pay attention to the pronunciation of (c, x, q, i, u, o)

Pronunciation taboos and excessive directness lead to the loss of cultural connotation. Literal translation should avoid cultural differences between China and foreign countries and foreign cultural taboos. Fun Fun

Cosmetics might as well be renamed (Fun Fun), and the Baixiang brand battery has been renamed (Silver Elephant). Therefore, the English translation must be flexible. China

China Unicom has its phonological beauty. At the same time, "Unicom" means "Union" and

"Communication". The combination also presents China Unicom's goal of "union and communication", highlighting its essence as a telecommunications enterprise.

3. Conclusion

To a certain extent, the translation of trademark names is cross-cultural communication, so the English translation of Chinese trademarks is not only a language issue but also

Cultural issues, trademark English translation must be able to adapt to the culture of the target language country and the preferences of consumers in the target language country.

Therefore,

both merchants and translators should attach great importance to the English translation of trademarks, strive to understand the culture of the target language country, and study the most appropriate translation methods

to make Chinese products English trademarks can truly play their due role in the international market.

References:

[1] Chen Zhendong. A brief discussion on English trademark translation [J]. Shanghai Translation, 2005(02):52-54.

[2] Jin Huikang. Cross-cultural communication translation [M]. Beijing: China International Translation Corporation, 2003.

[3] Wang Shanshan. A brief discussion of Chinese trademark translation in the international market [J]. Enterprise vitality, 2003(08): 17.