动态对等理论下商标词翻译方法研究

ChapterOneTheSummaryofTrademarkWordsAgoodtrademarkwordscannotonlystimulateconsumers'desiretobuy,therebyincreasingthesalesvolumeofgoods,butalsofullydemonstratethegreatestadvantagesandcharacteristicsofitsproducts.1.1TheCompositionofTrademarkWordsIndailylife,wecanseetrademarkwordsinvariousscenarios,whicharemainlycomposedofthefollowingthreetypes.(i)ProprietaryVocabularyPeople’sName.Thenameisusuallyusedforthefounderorinventorname,withtheirownnameasiftodeclaretheworld:Thisbrandismyowncreation.Thismethodisoneofthemostpopulartechniquesthatpeopleusenowadays.Forexample:"Dell"trademarkname,usingthenameofthefounderDell.Enterprise’sName.Amongthedazzlingbrandnameswearefamiliarwith,somearederivedfromenterprisenames.Forexample:SONY(索尼);YAMAHA(雅马哈);FUJI(斐济);TOSHBA(东芝);SIEMENS(西门子);PHILIPS(飞利浦),etc.Place'sName.Sometrademarksarenamedafterthelocationofthecompany,famousscenicspots,ortheoriginoftherawmaterialsforthegoods.Forexample:NOKIA(诺基亚)isasmalltowninnorthernFinland,wheretheoriginalNokiacompanywasfounded;Longines(浪琴)isasmallvillagenearSt.Immer,Switzerland,whereFrancillonandDavidfoundedawatchfactory.(ii)CommonVocabularyInourlives,therearealsomanytrademarkwordsderivedfromcommonvocabulary.Totakethesimplestexample,theAmericanelectronicproduct“Apple”.Theadvantageofnamingcommonwordsistoestablishgoodcommunicationwithconsumersinthemostfamiliarlanguage.(iii)InnovativeVocabularyInnovativewordsrefertofabricatedwordsthatarerelativelynovelinnaming.Theyarebrandnamesgeneratedbasedonhumansubjectiveassumptions,andthereisnoconnectionbetweenbrandnamesandproducts.Forexample,“柯达—KODAK”isatrademarkwordcomposedoffabricatedwords.Innovativetrademarkwordsoftenencountergreatdifficultieswhenproductsenterthemarket,butoncerecognizedandacceptedbyconsumers,theycanachievemaximumrecognitionandprotection.1.2TranslationDefectsofTrademarkWordsInrecentyears,theaccelerationoftheglobalizationprocessoftheworldeconomyhaspromotedtheexchangeofgoodsbetweenChinaandothercountriesaroundtheworld.Inasense,thequalityofatrademarktranslationhasanintangibleandenormousimpactonConsumer'spur-chasingdesireandpsychology.Onthewhole,therearethreemainproblemsinthetranslationoftrademarkwords:(i)InconsistentTranslationsTheunityofproducttranslationisrelatedtothedevelopmentofbrandsandenterprises.Inthemarket,wecanseesomeproductswithmanytranslations.Inexporttrade,teaisoneofmanyexportproductsinChina,sothetranslationofteabrandsisveryconfusing.Forexample,therearemorethantenEnglishtranslationsofthefamoustea“铁观音”fromFujian:TieGuanYin;IronGoddess;Suchconfusioninthetranslationofnamescanbedeeplyconfusing,whichisnotconducivetotheentryoftheirproductsintotheinternationalmarket,norisitconducivetoimprovingtheoverallcompetitivenessofexports.(ii)IncorrectWordSelectionsWhentranslatingtrademarkwords,thereareoftenerrorsinwordselection.Mostpeopleonlytranslatethemoutofcontext,whichcaneasilyleadtomistranslation.Forexample,“Wine”means“葡萄酒”inEnglish,whiletheproductisactuallyauthentic“白酒”(whitespirit).Theproblemsexistinginthetranslationofthesetrademarkwordsneedtobecarefullyanalyzedandpatientlyresolvedonebyone,sothattheexportspaceofproductscanbefurtherexpanded.(iii)IgnoringCulturalDifferencesInthetranslationoftrademarkwords,weoftenneedtotakeintoaccountthedifferencesbetweenthetwocultures,cannotbetranslatedwordforword.Forexample,Shanghaifamouspenbrand“白翎”,aftertheproductintotheinternationalmarket,thebrandsaleseffectisobviouslydifferentfromthedomesticsituation.Thisismainlybecausewesterntranslatorstranslatebrandnamesinto"Bailingpen",whichinWesternculturalconceptsrepresents"cowardice",soitisdifficultfortheproducttoopentheinternationalmarket.ChapterTwoTheTheoryofDynamicEquivalenceThedynamicequivalencetheoryplaysanimportantroleintrademarktranslation.Thefollowingisabriefintroductiontothedynamictheoryanditshierarchy.2.1BriefIntroductionofDynamicEquivalenceInthe1980s,EugeneNida,afamousAmericanlinguistandtranslationtheorist,proposedthetheoryofdynamicequivalenceintranslation,advocatingthattranslationshouldproceedfromthereader'sfeelings,sothattheroleofthetranslatedtextinthetargetlanguagereaderisthesameasthatoftheoriginaltextinthesourcelanguagereader.InhisbookTheTheoryandPracticeofTranslation,Nidaexplained:“Translatingconsistsinreproducinginthereceptorlanguagetheclosetnaturalequivalentofthesourcelanguagemessage,firstintermsofmeaningandsecondlyintermsofstyle”(Nida,EugeneA.&Taber,C.R,1969:P12).Thespecificmeaningofthissentencereferstothefactthattranslationisthesearchfornaturalequivalentsinthereceivinglanguagethatareclosesttothesourcelanguageinformation.Thisdefinitionincludesthreebasicterms:“Equivalence”,whichreferstosourcelanguageinformation;“Nature”,whichreferstoreceptorlanguage;“Theclosestthing”istoconnecttheabovetwopointsonthebasisofextremesimilarity.Inotherwords,thefirstis“theclosest”inmeaning,whileselectingthetranslationwiththeclosestmeaningtotheoriginaltextonthebasisof"nature"isfirsttheequivalenceinmeaning,andthentheequivalenceinstyle.AsNidahimselfpointedout,equivalenceisalwaysrelative.Inordertoreproducetheinformationofthesourcelanguageinthetargetlanguageusingtheclosestandmostnaturalequivalentsfromsemanticstostyle,itisnecessarytomaintainthecontentandconnotationoftheoriginaltext,sothatthetranslationcanbeunderstoodbythereader.Butatthesametime,afterunderstandingthecontentoftheoriginaltext,translatorsnotonlyneedtocombineitwiththeoriginaltext,butalsoconsiderthelanguagehabitsandthinkingpatternsofthetargetlanguagereaders,andconductdomesticationtranslationtomakethetargetlanguagereadersacceptit.Thatistosay,translatorscanappropriatelybreakthestructuralconstraintsoftheoriginaltextinordertoemphasizeitsconnotationandpurpose.Therefore,translationcanonlystrivetoapproachtheoriginaltexttoacertainextentandadoptappropriatetranslationmethodsaccordingtodifferentsituations.Forthetranslationoftrademarkwords,onlybyeffectivelyandaccuratelyconveyingthelanguageinformationandculturalconnotationsinthesourcelanguage,whilealsoincorporatingthelanguagehabitsandculturaltaboosinthetargetlanguage,cantranslatorstranslatetrademarkwordsthatmeettherequirementsofconsumersandthemarket.Forexample,“dragon”represents“majesty,power,andauspiciousness”inChineseculture,soitisusedinmanyChinesegoods.However,inEnglishspeakingcountries,dragonisconsideredtobeaferociousmonsterwithwingsandcanbreathefire.InWesterncountries,dragondoesnotbringgoodluckandisasymbolofevil.Therefore,thereisa“沈阳飞龙”inthepharmaceuticalindustry,anditstranslationnameisnottranslatedinto"FlyingDragon"butinto"Pharon".ThiskindoftranslationistoavoidthegapbetweenChineseandWesternculturaldifferencesandachievethebesttranslationeffect.Therefore,intrademarkwordstranslation,translatorsmusthaveacorrectandappropriateunderstandingoftrademarkwords,payattentiontoculturaldifferencesbetweencountries,seekadvantagesandavoiddisadvantagesasmuchaspossible,andperfectlyreproducetheconnotationoftrademarksandtheeffectstheyconvey.2.2TheHierarchyofDynamicEquivalenceNida'sdynamicequivalencetranslationtheoryfocusesonthereader'sfeelingsandadvocatesthatthetranslationshouldmakethetargetlanguagereadersfeelthesamewayasthesourcelanguagereadersfeelwhenreadingtheoriginaltext.Hereisabriefexplanationofitshie-rarchyfromthreeaspects:formalequivalence,semanticequivalence,andstylisticequivalence.2.2.1FormalEquivalenceFormalequivalenceisthemostfundamentalleveloftranslation.ThereisindeedformalequivalenceinEnglishChinesetranslation,whichrequiresthetargetlanguageinformationtobeasconsistentaspossiblewiththesourcelanguageinformation,andensuresthatthetranslationandtheoriginaltextareasidenticalorsimilarinlanguagestructureaspossibletoachievetranslationequivalence.“它是一棵苹果树”isdirectlytranslatedas“Itisanappletree.”Thetranslationlanguageandthesourcelanguagearebasicallyequivalent,andthetranslationisconcisewithoutcausingambiguity.Forthetranslationoftrademarkwords,usingthetranslationmethodatthelevelofformalequivalenceinthedynamicequivalencetheoryisthemostcommon.Itcanbeseeninbothliteraltranslationandtransliterationmethods.Forexample,thecigarettebrand“猴王”istranslatedas“MonkeyKing”,andtheairconditioningbrand“春兰”istranslatedas“ChunLan”.However,inmorecases,weshouldalsorecognizethatoveremphasizingformandliteraltranslationitselfmaybefarfromtheoriginalintention.Thisrequiresmosttranslatorstolearntotransformtheirthinking,notonlyfocusingonformalequivalence,butalsopayingattentiontowhetherthesemanticsexpressedaftertranslatingtrademarkwordsarecomplete,thatis,semanti-cequivalence.2.2.2SemanticEquivalenceSemantics,whichreferstothecontentthatpeopleuselanguagetoexpress.Semanticequiv-alencemeansthatthetranslatedtextplaythesameroleinthetargetlanguagereaderastheoriginaltextdoesinthesourcelanguagereader.Inotherwords,Itreferstoaccuratelyconveyingtheinformationinthesourcelanguageandmakingappropriatechangesinthetranslationbasedonthedifferencesbetweenthesourcelanguageandthetargetlanguagetoenablethetargetlanguagereaderstoachievethesamefeelingsasthesourcelanguagereaders.AsNaidasaid,“Meaningisthemostimportant,followedbyform.”Itnotonlyrequirestranslatorstohaveacorrectunderstandingandaccuratetranslationofthemeaningofthesourcelanguage,butalsorequirescompliancewiththeculturalbackgroundandlanguagehabitsofthetargetlanguagereaders.Forthetranslationoftrademarkwords,itisatwo-waythinkingtranslationprocess.Forexample,ThenameofWuyirockteainChina,“大红袍”,isoftenmistakenlytranslatedas"RedRobe"onthemarket.Thismayseemlikenoproblem,butiflaunchedintoWesternmarketsunderthisname,itwillbedifficultforconsumerstoaccept.BecauseinWesternculture,redisconsideredaderogatoryterm,usuallyrepresenting"cruelty,danger,andbloodshed".Fromthis,itcanbeseenthattheabovetranslationcaseoftrademarkwordsisonlyfromtheperspectiveofthesourcelanguage,withoutpayingattentiontothedifferencesincolorsymbolicmeaningsintheculturalbackgroundofthetargetlanguage,resultinginthefailureofsemanticequivalence.Wecannotsimplyandroughlytranslateitas“RedRobe”,SincethistypeofteaisauniquevarietyinChinaanditsChinesenamehasaprofoundmeaning,soitisnaturaltotranslateitinto“Dahongpaotea”.ThetranslatednameeffectivelyavoidsthenegativeimpactofculturaldifferencesandalsoaddsChineseelementstotheproduct,greatlyincreasingconsumers'favorability.Therefore,trademarkwordstranslationisatwo-wayactivity,andtranslatorsneedtoconsiderwhetherthesemanticcommunicationiscompleteandaccurate,andmeetsthelanguagehabitsandculturaltaboosofconsumersinthetargetlanguagecountry.2.2.3StylisticEquivalenceStylisticequivalenceisthehighestleveloftranslationequivalencetheory.ThereisahighrequirementforTranslators'sownquality,whichrequiresnotonlyadeepunderstandingofthesourcematerialofthetranslation,butalsoastrongaestheticabilityandlanguageexpressionability.Whentranslatingliterarygenressuchaspoetry,whicharerelativelyunique,itisnecessarytoapplystylisticequivalence.Translatorsshouldpayspecialattentiontotherhymeofwords,thesymmetryofsentences,andtheoverallbeautyofthetext.Forthetranslationoftrademarkwords,stylisticequivalencemeansthatthetranslationoftrademarkwordsshouldbehighlyaestheticandinnovative.Itisnolongerlimitedbyformalandsemanticequivalenceasmuchaspossible,butstillneedstocombinetheattributes,characteristi-cs,brandpositioning,consumergroups,andotherfactorsoftheproductitselftotranslateandcreateanewvocabularytonametheproduct.Thismethodcanstimulateconsumers'curiosityanddesiretoexploretothegreatestextent,therebymakingtheproductstandoutamongmanysimilarproductsandlayingagoodfoundationforimprovingtheproduct'spopularity.Forexample,theperfumebrand“poison”,whichmeans“毒药”,itcannotwellexpresstheconnotationoftheproduct.Butwhencombiningthecharacteristicsofitsperfumeproductsandyoungfemaleconsumergroups,theproductwillbetranslatedinto“百爱神”,iteffectivelyexpressestheimplicitmeaningoftheproduct,symbolizingthebeautifullongingofyoungwomenforlove,whichisveryinlinewithmarketdemand.Insummary,inthetheoryofdynamicequivalence,thelevelofequivalenceintranslationisformalequivalence,semanticequivalence,andfinallystylisticequivalence.However,whentranslating,itisparticularlyimportantfortranslatorstopayattentiontosemanticequivalenceandstylisticequivalence.Thesetwopointsarethekeytomeasuringtranslationquality.Anyeffectivetranslationshouldhavetheabilitytoconveyitsmeaningtotherecipientofinformationontheothersidewithalmostnolossofinformation.Ifthereisalackofclearandeffectiveinformationexchangeduringthecommunicationprocess,translatorswillobviouslylosethemostmeaningfulpartoftheworkthatshouldbetranslated,andthusfailtosuccessfullytranslatethesourcelanguagetextintothetargetlanguage.Consequently,inthetranslationprocessoftrademarkwords,thecommunicativeinformationfunctionoftrademarksshouldbefullyconsid-eredwithinthescopeofdynamicequivalence,soastoachievetruetranslationequivalence.ChapterThreeTranslationPrinciplesofTrademarkWordsundertheTheoryofDynamicEquivalenceWhentranslatingtrademarkwords,sometranslationprinciplesshouldbefollowedtoensureanaturalandappropriatetranslation.Thefollowingisadetailedintroductiontothreeimportanttranslationprinciples.3.1ThePrincipleofAccuracyTheprincipleofaccuracyreferstotheneedforaccuracyinwordselection,conceptualexpression,professionalterminology,andotheraspectsintranslationtoavoidambiguity.Englis-hvocabularyisdiverseandexpressive.Theyoftenprefertochoosedifferentwordstoexpressthesameconcept.Whentranslatingcrossculturalcontent,contextistheprimaryconcernintranslation.Ifthetranslatordoesnotpayattentiontothecontext,itmayleadtotheembarrassingsituationofwrongtranslation.Sothecontextplaysaveryimportantroleinthetranslationeffect,weneedtocombinetranslationwithcontextinordertobetteralignwiththeexpressionhabitsofthetargetlanguagecountry.Forexample,weseethattheconceptof“糖”isexpressedusingthreewords:“sugar”,“candy”,and“sweet”.However,whenwestrictlydistinguishtheirmeanings,wewillfindthatthemeaningsandcontentsreferredtobythesethreewordsaredifferent.Theword“sugar”refersto“原糖，白糖”,theword“candy”and“sweet”usuallyreferto“糖果”,buttheformerisanAmericanword,whilethelatterisaBritishword.Therefore,fromthedifferentiationofthesethreewords,itcanbeseenthattranslatorsshouldchoosethemostsuitablevocabularyindifferenttranslationcontextstoimprovetheaccuracyoftrademarkwordstranslation.Inthemarket,weoftenseesituationswheretherearemanytranslationsofthesameproduct,mostofthemaremistranslatedduetounfamiliaritywiththespecificcontextinwhichvocabular-yisused,causingconfusionforconsumersinpurchasing.Forexample,“熟茶和生茶”areoftentranslatedas“ripe”and“raw”intrademarkwords.Infact,“熟茶”actuallymeansfermentedtea,while“生茶”referstounfermentedtea,soitisbettertotranslatethemas“fermentedandunfer-mented”.Thetranslationofeachproductnamehasspecificcontextuallimitations,translatorsneedtousecontextualprinciplestomakeappropriatechoicesofwordsduringtranslation.Thatistosay,foreachproducttranslated,therearemanysynonymscorrespondingtotheminthevocabularyofthetargetlanguage.Translatorsneedtoquicklyunderstandthedifferencesbetweenthesesynonymsandthenchooseappropriatewordstomatchtheproduct,sothatthesetranslatednamesaremoreidiomaticforconsumersinthetargetlanguagecountrytounderstandandmakepurchases.Therefore,inthetranslationoftrademarkwords,theprincipleofaccuracyisoneofthefirstprinciples,whichisrelatedtothedegreeofmutualfitbetweenthetranslationoftrademarkwordsandtheproduct,soastofurtherexpandthespaceforproductpromotionintheinternationmarket.3.2ThePrincipleofFaithfulnessTheprincipleoffaithfulnessreferstotheaccurateexpressionoftheoriginalinformationduringtranslationtoavoidexcessiveemphasisonformaltranslation.DuetothedifferencesinthinkingpatternsandlanguageculturesbetweenChinaandtheWest,itisnecessarytopayattentiontotheeffectivetransmissionofmeaningbetweenwordsandsentencesinthetranslationprocess.Inotherwords,itisnotonlynecessarytopayattentiontowhetherthechoiceoflanguagevocabularyisrelativelyconsistent,butalsotowhethercommunicationhasachievedthepurposeofconveyingmeaning,andtogainadeeperunderstandingoftheculturalbackgroundofthetwolanguagesincommunication.Tosomeextent,thetranslationoftrademarkwordsisactuallyasecondcreationofbrandnames.Translationactivitiesshouldnotbecarriedoutinisolationfromthemarket,letalonefromculturalbackground.TakethetraditionalChinesemedicinebrand“古汉”asanexample.ItrepresentsantiquityandtraditioninthemeaningofChineseculture,whichwellreflectsthehistoricalandculturalbackgroundoftraditionalChinesemedicineandmakesconsumerstrusttheproductmore.However,afteritistranslatedinto“GuHan”,itimmediatelylosestheconnotationofChineseculture.BecauseofthehugedifferencebetweenChineseandWesterncultures,itisdifficultforforeignconsumerstounderstandthenameoftheproductthroughliteraltranslationofpinyin,whichundoubtedlybringshugeresistancetothesalesoftheproduct.IfTranslatorscanfullyconsidertheculturaldifferencesbetweenthetwocountriesandtranslateitinto"OldChina"throughsemanticequivalence,consumerswillimmediatelyunderstandthattheproductcomesfromChina,hasalonghistoryandisatrustworthyproduct.Therefore,intheprocessoftranslatingChineseandEnglishtrademarkwords,itisnecessarytoensurethatthemeaningconveyedisbasicallyconsistentwithitsoriginalmeaningbasedontheactuallanguagesituation.3.3ThePrincipleofCulturalTabooNomatterwhatkindoftrademarkwordsareinvolvedintranslation,culturaltaboosareelementsthatmustbeconsidered.Abrandnamethathasapositiveandhealthymeaningintheoriginallanguagemayrepresentanegativemeaningintheforeignculture,orevenataboointhetargetlanguage.Eachnationhasitsowninherentsocialculture,suchasreligiousbeliefs,moralconceptsandtaboos.Tomeasurewhethertrademarktranslationisreasonable,culturaltabooprinciplemustbetakenintoaccountinthetranslation,otherwiseitmaycausemisunderstandingandambiguityamongthetargetconsumergroup.Forexample,“Lotus”isasymbolofpurityandeleganceinChina,butinJapanitmeansdeathandisusuallyonlyusedatfunerals.SoifyouwanttosellyourproducttoJapan,theword“Lotus”mustnotappearinthetrademarkwords;InWesternculture,thenumber“13”isconsideredanunluckynumberandisbelievedtobringmisfortuneandmisfortunetopeople;Besides,inIslamiccountries,eatingporkisprohibited,sotheword“Pig”cannotbeusedinproductnamesexportedtothesecountriesbecauseitviolatesreligiousbeliefsandhasaseriousimpactonproductsales.Asaresult,translatorsshouldtakefullaccountoftheculturaltaboosthathinderthetranslation,otherwisetheproductwilllosethevalueitshouldembody.Therefore,intheprocessoftranslatingtrademarkwords,itisnecessarytofullyconsiderculturaltaboosindifferentculturalbackgroundsandreducetheimpactoftaboodifferencesbyavoidingthem.Insummary,intranslatingtrademarkwords,threetranslationprinciplesshouldbefollowed:theprincipleofaccuracy,theprincipleoffaithfulness,andtheprincipleofculturaltaboo.Itsho-uldalsobenotedthatthesethreeprinciplesareappliedcomprehensivelyandcannotbeviewedindependently.Inordertoensuretheaccuracyandappropriatenessoftrademarkwordstranslati-on,translatorsshouldlearntoapplyprinciplesreasonablyinordertoavoidthenegativeimpactoflanguageandculturaldifferences.ChapterFourTranslationMethodsofTrademarkWordsundertheTheoryofDynamicEquivalenceTherearevariousmethodsfortranslatingtrademarkwords.Thefollowingintroducesthetranslationmethodsoftrademarkwordsfromthreeperspectives:formalequivalence,semanticequivalence,andstylisticequivalence.4.1TranslationMethodsunderFormalEquivalenceUnderthetheoryofdynamicequivalence,thetranslationmethodsoftrademarkwordsshowdiversity.Thefollowingwillelaborateonthetranslationmethodsoftrademarkwordsfromtheperspectiveofformalequivalence.4.1.1TransliterationThetransliterationmethodoftrademarkwordsisatranslationmethodthatusesthesameorsimilartargetlanguagewordsbasedonthepronunciationoftheoriginaltrademarkwords.Itismainlyapplicabletotrademarktranslationnamedafterpeople'snamesorplacenames.Themethodoftransliterationnotonlyhelpstopreservethebeautyoftheoriginalpronunciationoftrademarkwords,reflecttheexoticorauthenticnatureofthetrademark,butalsohelpsenterprisesestablishauniqueinternationalbrandimage.Whenusingtransliterationmethods,itisnecessarytopayattentiontothefollowingtwopoints:first,themeaningshouldbecomplete;Secondly,thechoiceofwordsshouldbeconcise.Therearetwotypesoftransliteration.Acompletetransliterationsuitablefortrademarktranslationofpeople’snamesandplace’snames,suchasAdidas—阿迪达斯,Santan—桑塔纳,Motorola—摩托罗拉,Sony—索尼,Yamaha—雅马哈,Finbid—芬必得,etc.Anothertypeistrademarkwordstranslationthatcombinestransliterationwithsemanticimplications,whichaimstocreatebeneficialassociationsorconnectionswiththeproduct'sperformance,inordertodifferentiateothersimilarproducts.Forexample,“Boeing”issupposedtobetranslatedas“博音”,butthetranslatorworksas“波音”.Thistranslationresultsinacombinationofpronunciatio-nandwordformationmeaning,whichcanmakepeoplehaveagoodimaginationofsupersonicaircraft.Atthesametime,transliterationshouldpayattentiontothesimpleandloudpronunciati-onofthetranslatedname,thecarefuluseofwords,andthecarefulselectionofwordsthatmeetthepurposeandconsumervaluesandpsychologicalneeds.Forexample,Canon—佳能,iftranslatedas“卡能”,makesitdifficulttoassociatewiththeexcellentperformanceofthismachine,butthegenerictranslation“佳能”naturallygivespeopletheassociationof“thegoodability”.Althoughthetransliterationmethodmayseemtobebasedsolelyonthepronunciationoftrademarkwords,itisnotanunfoundedandindiscriminatetranslation.Translatorsnotonlyneedtoconsiderpronunciation,butalsowhetherthecombinationofwordscanreflectthecharacteristicsoftheproductandarouseconsumerinterestinpurchasing.Thefitbetweenprodu-ctsandwordmeaningsisthekeytomeasuringthequalityoftransliteratedtrademarkwords.4.1.2LiteralTranslationLiteraltranslationisthemostcommonlyusedtranslationmethodwhentranslatingtrademarkwords.Generallyspeaking,iftheoriginalnameofatrademarkitselfhasaspecificmeaningorsymbolicsignificance.therefore,literaltranslationshouldbeconsideredasmuchaspossible.Forexample,Apple—苹果,Crocodile—鳄鱼,Camel—骆驼,Panda—熊猫,Lark—云雀,ThreeGun—三枪,WhiteCat—白猫,Hero—英雄,etc.Thecharacteristicoftheseliteraltranslationtrademarkwordsisthattheycaneffectivelyexpressthecharacteristicsoftheproductwithoutanyadjustmentormodification.Aswecansee,theadvantageofliteraltranslationistoretaintheoriginalnameandaccurat-elyconveytheinformationandemotionsoftheoriginalname.Thesetranslatednamesareeasytoevokeassociationsamongconsumers,andtheycan'thelpbuthaveafavorableimpressionoftheproduct,whichisbeneficialforthepromotionoftheproduct.Butatthesametime,theconditionforusingliteraltranslationisthatfortheproductitself,themeaningexpressedinthesourcelanguageandtargetlanguagemustbeconsistent,andaftertranslation,thereisnoneedtoadjustorchangeanywordmeaningtoeffectivelyexpresscharacteristicsoftheproduct.Theabovetwotranslationmethodsfortrademarkwords,oneisbasedontheequivalenceofsoundandtheotherisbasedontheequivalenceofmeaning,butbothbelongtothelevelofformalequivalence.4.2TranslationMethodsunderSemanticEquivalenceForvarioustrademarkwords,theabovetwomethodsarefarfromenough,thefollowingwillelaboratethetranslationmethodoftrademarkwordsfromtheperspectiveofsemanticequiv-alence.4.2.1FreeTranslationForsometrademarkwords,ifliteraltranslationisusedfortranslation,itmaynotfullyexpressthemeaningofthetrademark.Facedwiththesituation,itisnecessarytousefreetransla-tionfortranslation.Theadvantageoffreetranslationistoachievesemantic,informationalandaestheticequivalencebetw