[1] Taking into account both sound and meaning, both form and spirit are present. 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. .

1) Pun Use this method to not only translate Chinese and English trademarks into words with roughly the same pronunciation as the original words, but also to make the translated names have similar or equal connotations to the original names.

A. In English and Chinese, it conveys the aspirations of a 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 wishing you health and strength, and the latter means wishing you health and strength. It means both smart and healthy.

Quick means fast in English. When translated into Chinese, people think that this medicine can quickly overcome diseases.

Youngor is a homonym for Younger, which contains the wish to make people more elegant and younger.

Peak not only reveals the excellent 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, Canon, not only symbolizes that the product is as powerful and fast as a cannon, but also shows that the product is excellent and fully functional.

Future cola 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 native to 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 a name that is poetic or has rich cultural connotations to give the product a certain symbolic meaning. For example:

MAZDA Matsuda is 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 protector.

2) Alliteration: Use the rhetorical technique of alliteration to make the trademark name achieve the effect of double-tone rhyme. It not only sounds loud, but also smooth. With constant repetition, it is easier to remember. For example:

Coca-cola.

Clean-clear can be tricky. Rolls-Royce.

3) 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 high sense.

Panasonic, pana--complete, whole, in short, -sonic sound. The whole word means all sounds.

Frestech is derived from fresh technology. Irico Rainbow Electronics, originated from irix corporation.

Haier, homophonic with higher, symbolizes higher and better. Youngor is homophonic with younger, symbolizing younger age. Abbreviations such as GM, IBM, KFC, NEC, TCL, LG, etc. are directly borrowed during the translation process to achieve concise and unique purposes.

4) Use personification, onomatopoeia, exaggeration and other rhetorical techniques to make the trademark name vivid and vivid. For example:

Kiss me lipstick not only cleverly and humorously explains the dynamics of using lipstick, but also hints at the unique beauty of using this kind of lipstick.

Pantene not only shows that this shampoo contains multiple vitamins, but also reminds people of a beautiful brunette.

Pentium vividly depicts the rolling trend of the electronic technology and information age with electronic computers as the style.

Kodak, reminiscent of the moment you press the shutter, has a dynamic sound.

Whisper protects Shubao, which is not only gentle and caring like a whisper, but also refers to the treasure of safety and comfort.

Supor means excellent.

Crest means that the product is the best and reminds people that the product is an excellent cleaning guard.

[2] Free translation, that is, translation based on the literal meaning of English or Chinese. This type of translation is based on the national culture and focuses on one aspect of cultural connotation. For example:

Seagull, Panda, Double Star, Three Gun, White Cat, Hero, Playboy, Crocodile, etc.

[三] Transliteration means translation based on the pronunciation of English or Chinese. Like translation, this type of translation also focuses on one aspect of cultural connotation. For example:

Shangri-la (a paradise, a place isolated from the world). Jeanswest (Western Cowboy), Gree (Advantage, Outstanding, Approval, Approval). Top (the best thing, the essence). Sharp (sensitive, sharp). Lux (exquisite, luxurious, luxurious, superior, sunshine), Power28 (strength, vitality). Weichuan, Qisheng, ANERLE, LONKA, Chunlan, Changhong, etc.

[4] Taking the founder or inventor of an enterprise or product or the place of origin of the product as the product name has been used since the 19th century and has endured for a long time. This type of name focuses more on its commemorative significance and social value, and the translation generally adopts a conventional form.

1). Trade names derived from corporate names, such as:

SONY, YAMAHA, FUJI, TOSHIBA, SIEMENS, PHILIPS, FIAT, VOLVO , Changhong CHANGHONG, Chunlan CHUNLAN, Panda PANDA, Conba CONBA, etc.

2) Trademarks originating from the founder or inventor of a company or product, such as:

CHANEL, LI-NING, YUE-SAI, FORD, BENZ , COLGATE, CADBURY, CHENG MING MING, SASSOON, etc.

3) A brand name derived from the place of origin of a company or product, for example:

NOKIA (the name of a small town in northern Finland, where the original Nokia company was founded)

LONGINES (a small village near Saint-Imer, Switzerland, where Francillon and David founded the watch manufacturing factory).

Tsingtao Beer QINGDAO, Shanghai SHANGHAI, etc.

SANTANNA refers to the "Santana Valley" in California, which is rich in precious wines. Although this kind of car is not produced here, it means that the car will be like the strong and cold whirlwind that often blows in the valley. Popular around the world. Of course, some trademarks are both names and can reflect the characteristics of the products, such as Nestle NESTLE.