On the Principles of Chinese-English Translation of Trademarks□Chen Chunfeng Content Summary Trademarks are the core part of commodity culture and a powerful weapon for enterprises to participate in international competition. Only when trademarks and slogans comply with foreign cultures and language customs can they be welcomed by the international market. This article takes domestic and foreign brands as examples to discuss some basic principles and countermeasures for trademark translation. EducationEducation As the saying goes: The smell of wine is not afraid of the depth of the alley, but in today's world of globalization, advertising and trademarks play a decisive role. With the rapid development of national trade, the translation of trademarks and slogans cannot be ignored. It is an important part of the corporate image strategy (CompanyImageStrategy) and one of the bridges for goods to enter the markets of other countries. On the premise of winning with quality, great attention should also be paid to packaging to make product brands, trademarks and advertising slogans consistent with foreign cultures and language customs, so as to be welcomed by new markets. There are some classic translations that embody the perfect combination of literal translation and cultural translation: for example, the famous foreign car brand BMW is translated into BMW. We Chinese people immediately think of the ancient BMW that traveled thousands of miles a day and traveled eight hundred miles at night. When Benz was first sold to China, it was not translated as Mercedes-Benz, but Benchi. It is said that a German translator who was proficient in Chinese culture changed it to Mercedes-Benz, which made it a household name. This shows how important the clever trademark translation principles and strategies are to enterprises. Below, the author discusses the principles and countermeasures of trademark translation based on the translation of some domestic and foreign brands. The principle of trademark translation is to take into account both sound and meaning, as well as form and spirit. The naming and translation of such trademarks generally use rhetorical techniques such as pun, alliteration, clipping, homophony, personification, onomatopoeia, exaggeration, etc., combined with The similarities and similarities between the two different cultural backgrounds in Chinese and English directly express the spirit, quality, characteristics, purpose and other ideas of the company's products, achieving a profound and unique purpose, allowing people to strengthen their understanding of the product through association. . Pun: Using this method, not only the Chinese and English trademarks are translated into words with roughly the same pronunciation as the original words, but also the translated names have similar or equal connotations to the original names. A. In English and Chinese, it conveys the wishes of the company or product. For example: Strong means strong in English, and is translated into Chinese as Zhuqiang and Zhiqiang, which respectively represent medical equipment and children's food. The former means to wish you good health and strength, and the latter means to be smart and healthy. Quick means fast in English. When translated into Chinese, people think that this medicine can quickly overcome diseases. Youngor is a homophonic word for Younger, which contains the wish to make people more elegant and younger. Peak not only reveals the excellence of product quality, but also hopes that the Olympic movement can reach its highest point. B. Use English and Chinese meanings to indicate the characteristics of the product. For example: Fort Ford refers to both a famous brand car and a best-seller. Pioneer Pioneer Audio symbolizes that this product is a pioneer in the audio industry. Tide not only shows that the washing powder has rich foam, but also implies that this kind of washing powder is a trend and trend. Nestle means sleeping comfortably, and it also reminds people of babies waiting to be fed, loving mothers and healthy and nutritious Nestlé milk powder. Llaurier not only means honorable, outstanding, outstanding, but also means that using the product is joyful and elegant. Canon not only symbolizes that the product is as powerful and fast as a cannon, but also indicates that the product is excellent and fully functional. Futurecola is very cola, very happy, the cola of the future. C. Explain the quality of the product through the meaning in English and Chinese. For example: the Great Wall not only shows that the product is made in China, but also symbolizes the miracle of mankind and is unique. Signal not only shows that the product is excellent and remarkable, but also shows that it can clean teeth. D. Describe the raw materials of the product through its meaning in English and Chinese. For example: Coca-cola is a medicinal plant from the Americas and a hard-shelled fruit tree from Africa. Through these unique ingredients, both illustrate the unique taste. Soybean soybean milk refers to soybeans. Olive refers to a kind of olive.

E. Use names that are poetic or have rich cultural connotations to give the product a certain symbolic meaning. For example: MAZDA Matsuda, the god of light in Zoroastrianism. Matsuda Company adopted this name in the hope of imitating this god of light and bringing light to the automobile industry. NIKE Nike, the goddess of victory in Greek mythology, symbolizes victory. ANGLE Angel, the patron saint. Alliteration: The rhetorical technique of alliteration is used to make the trademark name achieve the effect of double-tone rhyme. It sounds not only loud but also smooth. With constant repetition, it is easier to remember. For example: Coca-cola. Clean-clear can be clear. Rolls-Royce Rolls-Royce. Use tailoring, homophony and abbreviation to make the brand name concise, unique and easy to convey information. For example: SONY, derived from the Latin word Sonus. HISENSE comes from the high sensitivity of highsense. Panasonic, pana - whole, whole, in short, -sonic sound. The whole word means all sounds. Freshech New Fly