1; Conforming to the characteristics of commodities;

2. It is symbolic and easy to make people associate;

3. Easy to remember;

4. catchy, etc.

transliteration: optional futime is a word coined by future and time, which means "the present era". Its meaning is relatively atmospheric and suitable for the concept of Chuwei, and its pronunciation is also suitable.

in addition, free translation is not recommended, because it is not easy to use, and it needs to be catchy and catchy. Free translation can't do this. If you have to translate it freely, you can use fortime, a word coined by fortune and time, which is closer to "fidelity" than futime.

today, with the continuous growth of international commodity trade, trademarks are increasingly international. From one language to another, trademark translation should not only retain the essence of the original text, but also conform to the trademark psychology of consumers. Different from other translations, the above-mentioned purpose should be realized in the translation of a word, which requires the use of comprehensive knowledge of language, marketing and aesthetics. In the process of translation, we can combine transliteration with free translation, and pay attention to choosing words whose timbre and meaning are close to the original one to achieve satisfactory results. Let's start with several successful translation examples.

A famous example is Cocacola in the United States, which is translated into "Coca Cola", which not only keeps the syllable and loudness of the original word, but also makes people-as one pleases know that it is a beverage trademark. This translates the original words with no specific meaning into vivid and interesting words, which can be said to be more effective than the original name; Moreover, "Coke" has become synonymous with drinks in modern society, which shows the penetration of its translation in culture.

Another example is the world-famous men's clothing trademark goldlion, whose literal translation is "Golden Lion". However, in order to make the goods more magnificent and satisfy people's desire for luck and luxury, the translator keeps the meaning of Gold together. The word lion is transliterated, and when they are combined, the brand of "Goldlion" is well-known in China. Not only is it magnificent, but it also means great luck. Although it is not the same as the original intention, its purpose, function and effect are consistent.

Nike, a well-known American sports product. The phonetic symbol is ['naiki:], which is originally the name of the goddess of victory in Greek mythology. However, if it is transliterated as "Naiji" or "Naji", many consumers in China will be very puzzled. When translating, the translator imitated its syllables, and considering that sportswear should have the characteristics of durable wear, he translated it into "Nike", which not only has the meaning of firmness and durability, but also contains the meaning of resisting the enemy, which coincides with the original intention of the goddess of victory.

There are many other examples worthy of listing, such as Truly, which is translated as "faithfulness" with the meaning of the first word and the sound of the last word; Accord, translated as "Yaque", is a trademark of a watch, in which the first word takes its sound and the last word takes its meaning; And Fiyta's translation is "Fiyta" and a model of the combination of sound and meaning.

in terms of aesthetic psychology, once people enter the appreciation or perception of rhythm, they will have a kind of expectation psychology. Such as rhyme in poetry, parallelism in articles, repetition of objects in photographic composition, etc., are all the means to satisfy this kind of psychology and to make themselves feel beautiful.

In fact, the translation of trademarks also depends on this psychology to a great extent. The translation of a name requires not only the number of words, tones and even tones, but also higher meaning, which determines the success or failure of the translation. In the limited accumulation of materials, the author finds that many translated names only pay attention to one aspect, but ignore the combination and collocation of the two. Therefore, it often seems puzzling.

Pizza Hut is now translated as "Pizza Hut", which is divorced from the flavor of fast food in the sense and loses the familiarity and intimacy of China people in the color of the paste. It is better to translate it into "pizza". "Pizza" is a transliteration, and "cake" is used to describe the kind of food. This can not only express that Italy is the hometown of this food, but also arouse diners' association with the beautiful scenery of Italy with the reputation of the Leaning Tower of Pisa.

For example, two purely transliterated examples, Sportsman Bicycle and Unlsports Sneakers, are translated as "Spautz Man" and "New Rensburg" in the market. If you are not familiar with Pinpi, who would associate these two names with the products they represent? It is suggested that the former be translated into "athlete" to take its meaning of health and quickness; The latter is translated as "excellent running", which means it is beneficial to exercise and comfortable to wear, and both of them can show the characteristics of goods and meet people's psychological requirements in timbre.

I hope my two suggestions can open up some ideas for you! But I think it's okay to choose one of these two.