1. transliteration is to take a Chinese with similar pronunciation according to the pronunciation of English. Such trademarks generally include Sony, Crest, Nokia, Sharp, Rolls-Royce and Nike. There are two transliteration methods, one is literal translation. I think many of these trademarks directly use the creator's name or initials to define the brand. For example, the famous Rolls-Royce, founders FrederickHenryRoyce and Charles Stewart, the brands formed by their names have simple manufacturing process and extremely low noise when driving. These two advantages quickly became the classic of Rolls-Royce, and the classic has continued to this day. Now when you hear Rolls-Royce, you can think of luxury, luxury and other pronouns. Similar to Ford, Motorola and Siemens, the biggest feature of this method is that it retains the phonological beauty and summoning function of the original trademark and inherits the definition of the brand by its founder.
The other is homophonic pun. This method is attributed to transliteration, which is based on brand pronunciation. However, when translating the translated names into Chinese, some China characteristics were added, such as Crest and Colgate, two brands that compete with each other in the toothpaste industry. They all use similar translation methods. First of all, Crest and Colgate are the names of the two founders. Crest and Colgate both use the word clean, which highlights the product. For example, the early translation of Coca-Cola in China was "Coco Chews Wax", and later it was renamed Coca-Cola because of poor sales. From then on, the brand composed of the words "delicious and Coca-Cola" is more popular among the younger generation, and it is easy to distinguish whether it is written or spoken. The second example is Lexus, translated into English. Lexus is a name brought from Hong Kong, but they are the same brand. The name Lexus is very good, familiar and homophonic, with a luxurious and temperamental style. It is also changed to the unified global name of Lexus, as well as Mercedes-Benz and Mercedes-Benz related to automobiles. Galloping, galloping, the meaning of BMW, China people used horses as the earliest means of transportation in ancient times, and words like blood BMW came into being a long time ago, from which the meaning of BMW came. Bing, responsive, responsive, as a search web page, has been translated more in line with the cultural differences of China consumers, and sometimes the original brand name needs to be modified, sometimes this modification is only a part of the brand name, and sometimes the whole brand name is modified. For example, Carrefour means crossroads, because its predecessor was located at the crossroads of a small town in the suburbs of Paris, which translated into Carrefour, with many points. Schwartzkopf, translated as Schwartzkopf, although the three words are not specifically related, they always give people that kind of high-end and beautiful hanging edge, and Sprite means ghost, elf and naughty child in English. Westerners think this name is funny and can make consumers want to buy it. However, China people are not very interested in ghosts and elves, so it is translated into Sprite as a soft drink, which is as cool as snow in summer and more in line with the love of consumers in China. The same is true of Landrover, which means wanderer and vagrant in English. The brand Land Rover embodies the westerners' life philosophy of pursuing freedom and being free and carefree in the wind. However, if translated into Chinese, it will not reflect the characteristics of this off-road vehicle, and it is not in line with the aesthetic taste of Chinese people. Translated into Land Rover, it not only embodies the product characteristics, but also adds a bit of domineering to the car. Hummer literally translates as hummingbird or buzzer, and in China it translates as Hummer. The same dove is not only the brand of daily necessities, but also the trademark of chocolate, which means pigeon in English. Although there is nothing wrong with this translation, it has nothing to do with the product. Dove, as a brand of daily necessities, has the meaning of moistening skin and keeping fragrance; As a trademark of chocolate, it is translated into Dove's advertising words: milk is fragrant and silky; Silky and rich, with a pure aftertaste, you can feel the thick milk fragrance before you enter. Both of these translations are more meaningful than pigeons. Pampers is a brand of diapers. The original trademark means to love, that is, to take care of the baby in every possible way. Pampers' Chinese translation expresses that it is better for the baby and makes the baby more comfortable, which is the embodiment of the original trademark. 3. Direct citation Direct citation refers to directly copying the original trademark without making any changes. This method is often used to translate trademark names composed of letters. For example: SKII, JVC, IBM, LG, 3M, this translation expresses the integrity and practicality of the brand more. The most basic attribute of a name is calling, and an unreadable name is failure; Most people can read numbers and English letters unequivocally; It guarantees the most basic value of a name: address and recognition, and other attributes can be solved through communication.
The translation of advertisements can be combined with literary achievements. Through some advertising strategies and translation methods, we can create the first visual image for the brand. As the most commonly used rhetorical device, transliteration can make advertisements attractive and easy to remember whether foreign manufacturers enter China market or domestic manufacturers enter foreign markets. Translation can help brands to better conform to local characteristics, and direct quotation is a clear expression. Therefore, when choosing brand translation, manufacturers should make reasonable and appropriate choices.