Analysis of translation methods of trademarks
[Abstract] Trademarks are a primary way to promote products, and how to translate word mark's trademarks to suit its own culture has become a concern of enterprises. This paper summarizes word mark's Chinese-English translation methods, aiming at analyzing the translation methods to improve the artistry of trademark translation.
[Keywords] transliteration of trademarks, free translation and translation
In the modern society with the rapid development of commodity economy, trademarks are the primary way to promote products. In the era of economic globalization, how to translate word mark and make product trademarks fit the national culture has become a concern of enterprises. This paper summarizes word mark's translation methods, aiming at analyzing the translation methods to improve the artistry of trademark translation.
1. Transliteration
Transliteration, that is, the translation method of translating the sounds in the original trademark into the target language with similar or identical pronunciation, is characterized by fast and simple translation, which can show the exotic characteristics of goods and meet the public's psychology of pursuing foreign brands. This translation method can be divided into pure transliteration and harmonious transliteration. Pure transliteration is also called direct transliteration, that is, according to the pronunciation of foreign trademark words, Chinese characters with the same or similar pronunciation are selected and combined together. These phrases often have no meaning in Chinese. Pure transliteration retains the phonological beauty and calling function of the original trademarks, such as Nokia Nokia (mobile phone), Sony Sony (color TV), Jeanswest Jeanswest (western cowboy) and YAMAHA Yamaha. Ford Ford, Audi Audi, BUICK and other cars; Clothing trademarks such as PierreCardin, Pierre Cardin, etc.
homophonic translation, also known as homophonic pun, means to fully consider the cultural orientation of different countries and choose some words with national characteristics that can arouse consumers' association. Of course, these translation activities are carried out on the premise of similar pronunciation. Usually, in translation, most words with loud pronunciation and beautiful artistic conception are chosen to express them. Many cosmetic brands are particularly prominent in the choice of artistic conception because most of them face women. For example, the well-known L'Oreal, Arche translated as "Yaqian" and Pantene translated as "Pan Ting" not only retain the sonority of the original syllables, but also choose "Qian" and "Ting" to express the beauty of women, which highlights the commodity characteristics of cosmetics. Homophonic translation is also often applied to pesticides developed abroad, such as: Decis Enemy Killing, Ordram Hedazhuang, Saturn Herbicide Dan, Sumisadin Mircide, etc.
second, literal translation method
literal translation method is actually a kind of equivalent translation, that is, the trademark is directly translated according to its meaning, and the form and content of the target language of the translation are often the same as that of the original language. This is also a widely used method, which can make consumers better understand the meaning of the original trademark, and even lead to association and interest and goodwill, which is conducive to the sale of goods. For example, "Jaguar" (car) jaguar-as fast as lightning, like jaguar; "Pony" (car) pony-small and fast; Pioneer (audio) pioneer-the pioneer of audio industry. Car Crown is translated as "crown", which implies that the car is expensive. If it is transliterated as "crown", the feeling is quite different.
third, free translation method
free translation method is a translation method that pays attention to the original content without maintaining the original form, also known as explanatory interpretation method. Its characteristic is to express the utility and performance of the product more accurately and vividly, and sometimes it is infectious, causing association and leaving a deep impression on consumers. For example, Sprite, a drink, was originally the name of a child promoted in the advertisement of Coca-Cola, and later expanded into a new brand. If we transliterate "Spratt", we can't make clear the product characteristics, or it is obviously inappropriate to translate "goblin, naughty boy" literally. When the beverage first appeared in the Hong Kong market, it was called "Everything must be profitable" according to the normal psychology of Hong Kong and Macao, and the actual sales situation was not good. Later Han translated it as "Sprite", which gave people the impression of quenching thirst with coldness, fully expressed the characteristics of the product, and the product was accepted by consumers. Another example is shampoo Rejoice, which literally translates as "happy" and literally translates as "supple", meaning that hair is elegant and supple, which can not only fully display the characteristics and quality of goods, but also leave consumers with a good psychological aftertaste.
IV. Concurrent translation
Concurrent translation or split translation is a method of translating the original brand names into Chinese separately according to words or syllables. Such as literal translation of the first part, transliteration of the second part, or literal translation of the second part, transliteration of the first part and so on. It is characterized by flexible use of pronunciation and culture, which is more conducive to the combination of trade names and culture. This method can explore the cultural background of the target language country more flexibly and deeply, and fully express the characteristics and efficiency of goods, which is more conducive to inducing consumption. For example, the literal translation of Golden Lion should be "Golden Lion", which had a good meaning, but according to homophonic, it is "golden loss" in Cantonese, which is really unlucky and naturally unpopular. Mr. Ceng Xianzi, the founder of the trademark "Goldlion", racked his brains to change the name of "Golden lion", and finally translated the former part of "Gold" into "Gold" and the latter part of "Lion" into "Lilai" with homonyms. Together, gold and profit make the goods more magnificent, and strike a chord with people's desire for luck and the pursuit of luxury, thus making "Goldlion" quickly become a well-known and resounding brand. Another example is the English trademark "KissMe" of Nissan Lipstick, which literally translates as "Kiss me" and "Kiss me". This translation is difficult to be accepted by implicit Chinese people, so some people translate it into "Kishimei" by homophonic method. On the whole, there are many comments on this Chinese translation, which is not very satisfactory, because the vivid and humorous semantics of the original text and the combination with the cultural background are not expressed, but no one has come up with a translation that is recognized by everyone. Imagine that it would be easier to be accepted by the public if the simultaneous translation Method was adopted to translate "beauty" and "me" was translated into "beauty" in homonym.
Good trademark translation is a banner to promote commodities. Some people compare commodity sales to a war, and trademarks are undoubtedly the vanguard and a banner of commodities. Trademark translation is not only a linguistic translation, but also a cultural translation. Therefore, only by accurately mastering the translation methods of trademarks and paying attention to the combination with the culture of the target language country can we translate trademarks that meet the psychological needs of consumers and win the consumer market.
References:
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[3] Chen Quanming: On the methods and skills of trademark translation of imported goods.