毕业设计（论文）-创新音译;商标;语言特点;文化因素

ACREATIVETRANSLITERATINGAPPROACHTOTRADEMARKTRANSLATIONATHESISPRESENTEDTOYITONGCOLLEGECHONGQINGUNIVERSITYOFPOSTSANDTELECOMMUNICATIONSINPARTIALFULFILLMENTOFTHEREQUIREMENTSFORTHEDEGREEBACHELOROFARTSBYCAIYANGXIJUNE2013IABSTRACTASANINTERACTIONTIEBETWEENMANUFACTURESANDCONSUMERS,ABRANDNAMECONTRIBUTESALOTTOTHEPROMOTIONOFTHEPRODUCTWHENLAUNCHINGAPRODUCTINTHEMARKET,THEPURPOSEOFESTABLISHINGBRANDEQUITYISTOWINOVERCONSUMERSFAVORGLOBALIZATIONSTRENGTHENSTHEBUSINESSCOMMUNICATIONALLOVERTHEWORLDHOWTOTRANSLATEAFOREIGNBRANDNAMEINTOCHINESEHASBECOMEANIMPORTANTSTEPTOITSMARKETINGINCHINASCHOLARSHAVEPROPOSEDSOMEPRINCIPLESFORTHEBRANDNAMINGABRANDNAMESHOULDBEEASYTOREADANDREMEMBER,IMAGINATIVEINASSOCIATIONSANDCOMPATIBLETOLOCALCULTURESPECIFICINSTRUCTIONSCONCERNTHESIMILARITYOFPRONUNCIATION,THECOINAGEOFBRANDNAME,THEADOPTIONOFPROPERNAMESANDSOONITISUNDENIABLETHATAGOODTRADEMARKTRANSLATIONCONTRIBUTESMUCHTOTHESUCCESSFULBRANDPROMOTIONINCHINA,SUCHASCOCACOLA,PEPSICOLA,ANDFORDMOSTOFTHESETRADEMARKSARETRANSLATEDVIALOCALIZATION,WHICHKEEPSTHESIMILARITYOFPRONUNCIATIONANDEMPHASIZESLOCALCULTUREANDPRODUCTPROPERTIESBYTHESELECTIONOFCHINESECHARACTERS,CREATIVETRANSLITERATIONCHANGESOREXTENDSTHEORIGINALMEANINGOFTHETRADEMARKTHISTHESISWILLCOLLECTCHINESETRANSLATIONSOFFOREIGNTRADEMARKINTHEMARKET,WHICHARETRANSLATEDBYLOCALIZATION,ANDANALYZETHEIRSUCCESSBYTHEPRINCIPLESOFTHEBRANDNAMINGANDTHESTANDARDSOFEFFECTIVEBRANDNAMESFINALLY,THEPRINCIPLESOFCREATIVETRANSLITERATIONAREPROPOSEDAFTERASERIESOFANALYSESKEYWORDSCREATIVETRANSLITERATION,TRADEMARK,LINGUISTICFEATURES,CROSSCULTURECOMMUNICATIONII摘要商标作为连接消费者与生产商的桥梁，在品牌推广中发挥着不可小觑的作用。当一个新产品进入市场，让消费者在纷繁的产品中选择自己的产品便是树立品牌文化的主要目的。国际化的进程促进各国商品交流日益密切，而当外国品牌进入中国市场时，品牌名的中译成了进驻中国市场的重要环节。国内外的学者提出了商标命名的主要原则和方法，包括显著标记、易读易记、丰富联想、心理适应等主要命名原则和通过谐音、造词或采用已有专有名词传达信息等具体方法。大批外国知名商标进入中国市场，如“可口可乐”、“百事可乐”，“福特”，等等。这些品牌在中国市场上大获成功。不可否认商标名的翻译是这些品牌成功进入中国市场的重要因素。这些广告大多使用创新音译的手法，使广告既保持读音的接近，又突显本土文化特征和产品特征和功能。通过将商标进行本土化的音译，使所译商标名的意义理解改变和超出原文的意义，产生新的意义。我们把这种翻译方法叫作创新音译方法。本论文将收集目前国内市场上主要的创新音译的商标名，根据商标命名的原则和方法对他们进行研究和讨论，以期解释为什么这些商标名的翻译能获得成功，并通过分析讨论商标名的创新音译的方法和原则。关键词创新音译；商标；语言特点；文化因素IIICONTENTABSTRACT摘要1INTRODUCTION12TRANSLATIONTHEORIESANDPRINCIPLES421YANFUSTRINITYPRINCIPLEOFFAITHFULNESS,EXPRESSIVENESSANDELEGANCE422PETERNEWMARKSSEMANTICTRANSLATIONANDCOMMUNICATIVETRANSLATION523EUGENEANIDASEQUIVALENTEFFECTPRINCIPLE53STANDARDSOFCREATIVETRANSLITERATUREANDEXAMPLEANALYSIS831EASYTOPRONOUNCEANDREMEMBER832AVAILABLETOLOCALCULTURE1033SUGGESTIVETOPRODUCTATTRIBUTE1234SUGGESTIVETOTHETARGETCONSUMERS134CONCLUSION15WORKSCITED17ACKNOWLEDGMENTS191INTRODUCTIONWITHCHINASECONOMICDEVELOPMENT,MOREANDMOREFOREIGNENTERPRISESDIVERTTHEIRATTENTIONTOCHINASMARKETANDHOPETOTAKEASHAREOFPROFITSBYLAUNCHINGTHEIRPRODUCTSORSERVICESINCHINATODESIGNACHINESETRADEMARKFORTHEIRPRODUCTISTHEINITIALSTEPTOTHEFURTHERBRANDPROMOTIONINCHINABEINGANIMPORTANTPARTOFATRADEMARK,AGOODBRANDNAMEISOFTHEEXTRINSICFEATURESOFAPRODUCT,WHICHCOULDBEAREFERENCETOITSFUNCTIONASARESULT,ANEFFECTIVEBRANDNAMEISQUITECRUCIALTOTHEINITIALPROMOTIONOFTHEBRANDTHUSPEOPLETHINKAPRODUCTIONWITHAGOODBRANDNAMEMAYENHANCETHESALEOFTHEPRODUCTASDEFINEDINBRITANNICACONCISEENCYCLOPEDIA,ATRADEMARKIS“AMARKUSEDBYAMANUFACTURERORMERCHANTTOIDENTIFYTHEORIGINOROWNERSHIPOFGOODSANDTODISTINGUISHTHEMFROMOTHERS”TRADEMARKSMAYBENAMES,SYMBOLS,TITLES,DESIGNATIONS,SLOGANS,CHARACTERNAMES,ANDSOONADISTINCTIVENAMETHATIDENTIFIESASPECIFICPRODUCTISCALLED“BRANDNAME”ANDALLTHE“TRADEMARKS”ARERESTRICTEDTO“BRANDNAMES”INTHISTHESISINTHEPASTFEWDECADES,MANYSCHOLARSHAVESTUDIEDANDSUMMARIZEDVARIOUSSTANDARDSOFPOWERFULBRANDNAMESFROMMARKETING,LEGALANDLINGUISTICASPECTSRESPECTIVELYTOSUMUP,ANEFFECTIVEBRANDNAMINGSHOULDBEEASYTOREMEMBERANDPRONOUNCE,UNIQUEAMONGOTHERBRANDS,SUGGESTIVETOTHEPROPERTIESOFAPRODUCT,COMPLIEDWITHLOCALCULTUREANDSOMEOTHERSPECIFICSTANDARDSBECAUSEMANYFOREIGNMANUFACTURERSLIKETOADOPTGEOGRAPHICALNAMESOFMANUFACTURESLOCATIONS,FAMILYNAMESOFTHEIRFOUNDERS,COMMONNAMESOFPRODUCTFUNCTIONORCOINEDNAMESWITHSOMEOPTIMISTICMEANINGSASTHEIRBRANDNAMES,HOWTOTRANSLATEFOREIGNBRANDNAMESINTOCHINESEANDCREATECORRESPONDINGORBETTERINFLUENCESTOCHINESECONSUMERSTURNSOUTTOBEANURGINGPROBLEMFORFOREIGNCOMPANIESINMANYPREVIOUSRESEARCHES,SCHOLARSHAVEOFFEREDSOMESPECIFICGUIDANCETOTHETRANSLATIONOFFOREIGNTRADEMARKSLITERALTRANSLATIONCONVEYSORIGINALLITERALMEANINGSOFFOREIGNTRADEMARKSFROMASEMANTICASPECT,WHICHTOALARGESTEXTENDPRESERVESTHEEXOTICFLAVORSOFITSFOREIGNCULTURETRANSLITERATION,ALSOPHONETICTRANSLATION,DELIVERSTHEORIGINALPRONUNCIATIONBYTHETARGETLANGUAGEALTHOUGHBOTHOFTHEMHAVETHEIRADVANTAGESINPROMOTINGTHEPRODUCT,ABETTERTRANSLATIONMETHODSEMANTICANDPHONETICTRANSLATIONISREQUIREDTOMENDTHEDEFECTSOFTHEFORMERMETHODSCREATIVETRANSLITERATION,APHONETICTRANSLATIONMETHOD,KEEPSTHEORIGINALPRONUNCIATIONOFAFOREIGNTRADEMARKANDMAKESASLIGHTORCOMPLETECHANGETOTHEMEANINGOFTHETRADEMARK,WHICHACHIEVESTHEOPTIMALTRANSLATIONEFFECTOFAFOREIGNTRADEMARKTHEEXISTINGSUCCESSFULTRANSLATIONSOFSOMEFOREIGNBRANDNAMES,SUCHASCOCACOLA,FORD,MARYKAY,MAYSHEDALIGHTONTHEPRINCIPLESOFEFFECTIVECREATIVETRANSLITERATIONOFNAMESOFFOREIGNTRADEMARKSINORDERTOMASTERTHEPRINCIPLESOFCREATIVETRANSLITERATION,RELATIVEKNOWLEDGESHOULDBEREQUIREDFIRSTFOREXAMPLE,THEFUNCTIONSOFATRADEMARK,THEFEATURESOFAEFFECTIVEBRANDNAMING,THEADVANTAGESANDDISADVANTAGESOFEXISTINGTRANSLATIONMETHODS,THELINGUISTICFEATURESOFMANDARINBYASERIESOFCOMPARISONSANDCONTRASTS,THEADVANTAGESOFCREATIVETRANSLITERATIONWILLBESHOWEDTHISANALYSISWILLBECARRIEDOUTINTHEFOLLOWINGSTEPSFIRST,WEWILLDISCUSSREADSOMEESTABLISHEDTRANSLATIONTHEORIESANDREVIEWSOMEFREQUENTLYADOPTEDTRANSLATIONMETHODSANDFINDOUTTHEADVANTAGESOFEACHMETHODTHENCONDUCTACASESTUDYOFEFFECTIVEBRANDNAMESANDTHENANALYZEHOWTHESEBRANDNAMESHAVETHEPOSITIVEINFLUENCESOVERCONSUMINGBEHAVIORTHIRD,EXPLORESOMEFACTORSTHATMAYDECIDETHEEFFECTIVENESSOFABRANDNAMEINTHEEND,THEFEATURESOFCREATIVETRANSLITERATIONWILLBESUMMARIZEDINCONSIDERATIONOFTHEFORMERANALYSESANDPUTTOPRACTICALUSEBYAPPLYINGTHEMTOSOMESUCCESSFULTRADEMARKEXAMPLESAPARTFROMTHEINTRODUCTION,THECONTENTSOFTHISPAPERWILLBEORGANIZEDINTHEFOLLOWINGWAYTHEFIRSTPARTWILLINTRODUCESOMEESTABLISHEDTRANSLATIONTHEORIESWILLBEINTRODUCED,ANDTHENSOMEEXISTINGTRANSLATIONMETHODS,INCLUDINGTHEIRADVANTAGESANDDISADVANTAGESINTHEEND,SOMESTANDARDSOFCREATIVETRANSLITERATIONOFFOREIGNTRADEMARKSWILLBEDERIVEDFROMAFOREMENTIONEDTHEORIESANDEXAMPLEANALYSESWILLBECONDUCTED2TRANSLATIONTHEORIESANDPRINCIPLE“TRANSLATIONTHEORYSMAINCONCERNISTODETERMINEAPPROPRIATETRANSLATIONMETHODSFORTHEWIDESTPOSSIBLERANGEOFTEXTSORTEXTCATEGORIESFURTHER,ITPROVIDESAFRAMEWORKOFPRINCIPLES,RESTRICTEDRULESANDHINTSFORTRANSLATIONTEXTSANDCRITICIZINGTRANSLATIONS,ABACKGROUNDFORPROBLEMSOLVING”NEWMARK,2001BEFORETHEANALYSISOFTRANSLATIONMETHODSOFFOREIGNTRADEMARK,SOMEBASICTRANSLATIONTHEORIESANDPRINCIPLESSHOULDBEINTRODUCEDFIRST21YANFUSTRINITYPRINCIPLEOFFAITHFULNESS,EXPRESSIVENESSANDELEGANCEINYANFUSINTRODUCTORYREMARKSTOHISTRANSLATIONOFEVOLUTIONANDETHNICSBYHUXLEY,HEADVOCATEDTHREEPRINCIPLESFORTRANSLATIONFAITHFULNESS,EXPRESSIVENESSANDELEGANCEFAITHFULNESSISTHEFIRSTREQUIREMENTLIU1996CONSIDEREDTHATTHETRANSLATORISREQUIRED“TOBEFAITHFULTOTHECONTENT,LANGUAGEANDSTYLEOFTHEORIGINAL”,EXPRESSIVENESSREQUIRESTHETRANSLATORREPRODUCESTHEORIGINALSTANDARDIZEDLANGUAGEINTOFLUENTLOCALLANGUAGEELEGANCEREQUIRESTHEAESTHETICBEAUTYOFTHETRANSLATIONHOWEVER,THEREARESOMESLIGHTCHANGESINTHEAPPLICATIONOFTHETRINITYPRINCIPLEINTRADEMARKTRANSLATIONCHENG2007POINTEDOUTTHATIFTHEORIGINALMEANINGOFTRADEMARKISINCOMPATIBLEWITHLOCALCULTURE,“FAITHFULNESS”WILLNOTBEAPPLIEDINTHETRANSLATIONINTHATCASEABRANDNAMEISANALYZEDASANEXPLANATIONOFTHETRINITYPRINCIPLE1SPRITE,ABRANDNAMEFORBEVERAGESPRITEMEANSASMALLORELUSIVESUPERNATURALBEINGWHILEFOREIGNERSISWILLINGTOTRYSOMETHINGNOVEL,CHINESEPEOPLEHASMORECONSERVATIVERULESOFCONDUCTION,WHICHMEANSTHEYWILLNOTTRYABEVERAGEWITHAUNCONVENTIONALNAMEASARESULT,FOREIGNERSAREMORELIKELYTOACCEPTSPRITEASABEVERAGENAMETHANCHINESEDOCONSEQUENTLY,“雪碧”,MEANING“SNOWWHITEANDJADEGREEN”,ISTAKENASITSCHINESEBRANDNAMETOSHOWWHITEFOAMOFTHEBEVERAGEANDTHECOLORSOFITSPACKAGE,WHICHISWIDELYACCEPTEDBYCHINESECONSUMERS22PETERNEWMARKSSEMANTICTRANSLATIONANDCOMMUNICATIVETRANSLATIONEUGENEANIDAHAVEEXPRESSEDHISPRAISETOPETERNEWMARKSTHEORYOFSEMANTICTRANSLATIONANDCOMMUNICATIVETRANSLATION,WHICHEMPHASIZESTHAT“SEMANTICTRANSLATIONFOCUSESPRIMARILYUPONTHESEMANTICCONTENTOFTHESOURCETEXTANDCOMMUNICATIVETRANSLATIONFOCUSESESSENTIALLYUPONTHECOMPREHENSIONANDRESPONSEOFRECEPTORS”NEWMARK,2001WHILESEMANTICTRANSLATIONEMPHASIZESONTHEEXPRESSIVEFUNCTIONOFLANGUAGE,WHICHDELIVERSTHEORIGINALMESSAGEOFTHESOURCELANGUAGEASMUCHASPOSSIBLE,COMMUNICATIVETRANSLATIONEMPHASIZESONTHEINFORMATIVEFUNCTIONOFLANGUAGE,WHICHADDRESSESTHEFORCERATHERTHANTHECONTENTOFTHEMESSAGEANDEXPECTSREADERSRESPONSETOTHEINFORMATIONDUETOTHISFOCUS,COMMUNICATIVETRANSLATIONTENDSTOBESMOOTHER,SIMPLER,CLEAR,MORECONVENTIONAL,CONFORMINGTOAPARTICULARREGISTEROFLANGUAGENEWMARK,2001INTHESTUDYOFTRADEMARKTRANSLATION,THETRANSLATEDVERSIONOFABRANDNAMESHOULDINCREASETHECONSUMERSAWARENESSTOTHEBRANDNAMEANDSTIMULATECONSUMINGBEHAVIORHOWEVER,WHICHTRANSLATIONMETHODSHOULDBEADOPTEDWILLBEDETERMINEDBYTHESPECIFICBRANDNAMEANEXAMPLEISLISTEDBELOWTOSHOWTHEDIFFERENCESBETWEENTWOTRANSLATIONS2PAMPERS,ABRANDNAMEFORADIAPERTHEORIGINALMEANINGOF“PAMPERS”IS“TOTREATSOMEBODYWITHTOOMUCHKINDNESS”,WHICHISAWORDWITHANEGATIVEMEANINGIFITISLITERALLYTRANSLATEDINTOCHINESE,THENEGATIVEMEANINGWILLNOTBEELIMINATEBYADOPTING“娇宠”ASITSCHINESEBRANDNAMEWHENTHISPRODUCTCAMEINTOCHINESEMARKETS,ITWASTRANSLATEDINTO“帮宝适”,WHICHMEANS“MAKEYOURBABYACOMFORTABLEENVIRONMENT”,WHICHSAGELYHIDTHENEGATIVEMEANINGOFITSORIGINALMEANINGANDEMPHASIZEDONTHEOBJECTIVEBENEFITOFTHEPRODUCTTHECURRENTNAMEWILLDEFINITELYBRINGSABOUTBETTERRESPONSESTHANTHATOFITSLITERALMEANINGTHISISAGOODEXAMPLESHOWINGTHATCOMMUNICATIVETRANSLATIONOVERWEIGHSSEMANTICTRANSLATIONINTRADEMARKTRANSLATION23EUGENEANIDASEQUIVALENTEFFECTPRINCIPLENIDA1964,1986PUTFORWARDEQUIVALENTEFFECTPRINCIPLEOFTRANSLATIONTHATISDYNAMICEQUIVALENCE,WHICHEMPHASIZESTHAT“THERELATIONSHIPBETWEENRECEPTORANDMESSAGESHOULDBESUBSTANTIALLYTHESAMEASTHATWHICHEXISTEDBETWEENTHEORIGINALRECEPTORANDTHEMESSAGE”NIDA,1964THENIN1982,HEREVISEDDYNAMICEQUIVALENCETHATTHERECEPTORSTOTHETARGETLANGUAGESHOULDRESPONDINSUBSTANTIALLYTHESAMEMANNERASTHERECEPTORSTOTHESOURCELANGUAGEIN1986,NIDAREPLACESTHEEXPRESSION“DYNAMICEQUIVALENCE”WITH“FUNCTIONALEQUIVALENCE”WHENDESCRIBINGTHEDEGREESOFTHEADEQUACYOFATRANSLATIONSOASTOUNDERLINETHECONCEPTOFFUNCTIONMOSTFOREIGNBRANDSINDOMESTICMARKETHAVEENJOYEDFAMEINFOREIGNMARKET,SOITISIMPORTANTTOTRANSLATETRADEMARKSINTOCHINESETOSTIMULATETHESAMEREACTIONASTHATOFORIGINALBRANDNAMESALTHOUGHTHEEQUIVALENTEFFECTPRINCIPLELEADSAWAYTOIDEALTRANSLATION,ITISIMPROPERTOREGARDTHISPRINCIPLEASTHESOLESTANDARDSEVALUATINGTHETRADEMARKTRANSLATIONNEWMARK2001POINTEDOUTTHATEQUIVALENTEFFECTWILLNOTBEACHIEVEDINTWOCASESFIRST,THEPURPOSESOFTHELANGUAGEARETOAFFECTORTOINFORMIFTHEPURPOSESOFSOURCELANGUAGETEXTANDTHETARGETLANGUAGETRANSLATIONAREDIFFERENT,EQUIVALENTEFFECTWILLNOTBEACHIEVED3BENZ,ABRANDNAMEFORANAUTOMOBILEBENZISTHEFAMILYNAMEOFTHEFOUNDEROFTHECOOPERATION,WHICHCOULDBETRANSLATEDINTO“本氏”AWORDFORMATIONTOSHOWTHEFAMILYNAMEINCHINESETOINDICATEITSAFAMILYNAME,BUTSUCHADIRECTTRANSLATIONMAYCAUSEACONFUSEAMONGCONSUMERSABOUTTHEPROPERTYOFTHEPRODUCTDESPITETHEEQUIVALENTEFFECTITACHIEVESFORABETTERPROMOTIONEFFECT,ITISTRANSLATEDINTO“奔驰”SPEED，WHICHPRESERVESTHESIMILARITYOFPRONUNCIATIONSANDENCODESAFUNCTIONRELATEDINFORMATIONTOTHEBRANDNAMESECOND,THEREISANOBVIOUSCULTURALGAPBETWEENTHESOURCELANGUAGEANDTHETARGETLANGUAGE4LANDROVER,ABRANDNAMEFORANAUTOMOBILEROVERISAPIRATENATIONOFNORTHEUROPEANDLANDROVERINGENIOUSLYSHOWSITSIMMENSECROSSCOUNTRYPOWERIFITISDIRECTLYTRANSLATEDINTO“罗孚”ATRANSLITERATIONOFTHISNATION,ACHINESECONSUMERCANNOTGETACLUEOFTHEPRODUCTPROPERTIES,BECAUSETHEYDONOTHAVETHECOMMONSENSEOFTHISNATION,WHICHISWIDELYKNOWNBYEUROPEANPEOPLETHUSANEQUIVALENTEFFECTCANNOTBEACHIEVEDNOWTHATEQUIVALENTEFFECTCANNOTBEACHIEVEINANYWAY,“路虎”ATIGERONTHEROADISACHINESETRANSLATIONWITHBETTEREFFECT3STANDARDSOFCREATIVETRANSLITERATIONANDEXAMPLEANALYSISALTHOUGHMOSTCONSUMERSVALUETHEQUALITYOFGOODSMORETHANOTHERELEMENTS,OTHERELEMENTSARESTILLTAKENINTOCONSIDERATION,SUCHASTHEDESIGNOFTRADEMARKSWHENABRANDNAMECOMESTOACONSUMER,WHATINFORMATIONANDASSOCIATIONACONSUMERGAINFROMTHEBRANDNAMEAREOFGREATIMPORTANCENOWANDTHEN,TRADEMARKBECOMESTHEDIRECTCLUETOCONSUMINGBEHAVIORDURINGTHEINITIALPURCHASEVARIOUSCONDITIONSSHOULDBETAKENINTOCONSIDERATIONTOTHINKOFACHINESETRADEMARKFORAFOREIGNBRANDSOMETIMES,CREATIVETRANSLITERATIONWORKSASTHEBESTCHOICETOSETTLEVARIOUSPROBLEMSBYTHERANDOMCOLLECTIONOFCHINESETRANSLATIONOFFOREIGNTRADEMARKSFROMMASSMEDIA,DAILYLIFEANDPREVIOUSRESEARCHESANDOTHERSOURCES,ITISEVIDENTTHATCREATIVETRANSLITERATIONISTHEMOSTFREQUENTTRANSLATIONMETHODFORFOREIGNTRADEMARKTRANSLATIONFOURSTANDARDSARESUMMARIZEDFROMTHEANALYSESOFCOLLECTEDBRANDNAMESEASYTOPRONOUNCEANDREMEMBER,AVAILABLETOLOCALCULTURE,SUGGESTIVETOPRODUCTATTRIBUTE,SUGGESTIVETOTHETARGETCONSUMERSTHESESTANDARDSMAYOVERLAPWITHEACHOTHERTOEVALUATEABRANDNAME,THATIS,ABRANDNAMECANMEETEVERYSTANDARDATTHESAMETIME31EASYTOPRONOUNCEANDREMEMBERCHANANDHUANG1997STATEDASERIESOFLINGUISTICFEATURESOFCHINESELANGUAGEPHONETICREQUIREMENTSDECIDEWHETHERABRANDNAMEISEASYTOPRONOUNCEANDPLEASINGWHENREADANDHEARDFROMTHISASPECT,THEFOLLOWINGELEMENTSSHOULDBECONSIDEREDDURINGTHETRADEMARKTRANSLATIONASATONALLANGUAGE,CHINESEHASFOURDISTINCTTONESIFDIVIDETHEPITCHRANGEINTOFIVELEVELSANDNUMBERTHEMFROM1TO5INAASCENDINGORDER,MANDARINTONEISPRESENTEDBELOWTABLE61TONE1T1HIGHTONE55TONE2T2RISINGTONE35TONE3T3DIPPINGTONE214TONE4T4FALLINGTONE51INCHINESET1ANDT2ARECONSIDEREDTOBEHIGHTONESANDT3ANDT4THELOWONESINTHEAPPLICATIONOFFOREIGNTRADEMARKTRANSLATION,AHIGHHIGHTONECOMBINATIONISPREFERREDSINCE“CHINESEHASALARGENUMBEROFPHONEMESWHICHCORRESPONDTOSEVERALHOMONYMOUSCHARACTERS”SCHMITTETAL,1994ASINGLEPHONEMEWITHACERTAINTONEMAYHAVETENSOFCHINESECORRESPONDINGCHARACTERSCHANANDHUANG1997FURTHERSUMMARIZEDTHATINCHINESE,ASINGLEPHONEMEISASINGLESYLLABLEIFCSTANDSFORCONSONANTANDVSTANDSFORVOWEL,THESYLLABLESTRUCTUREINCHINESEISQUITESIMPLE,MOSTLYCVORCVCHOWEVER,INMOSTOTHERLANGUAGES,ASINGLEWORDOFTENHASACOMPLICATEDSYLLABLESTRUCTUREOFCLUSTERCONSONANTSEGCCCVCCFORSPLINT,WHICHWILLVARYWITHDIFFERENTWORDSBECAUSEOFTHIS,“MARKETERSMUSTCONSIDERTHEREDUCTIONOFCONSONANTCLUSTERS”ANDINSERTVOWELSBETWEENTHECLUSTERCONSONANTSWHENTRANSLATINGAENGLISHTRADEMARKINTOCHINESECHANTHEN,PSYCHOGRAPHICFACTORSINCLUDINGATTITUDESTOWARDLIFE,CAREERS,POSSESSIONS,SOCIALISSUES,ORPOLITICALINSTITUTIONSAFTERPRUDENTIALEXAMINATION,ABRANDNAMESHOULDBEDESIGNEDTOCREATESOMEPOSITIVEIMAGERY,WHICHWILLSHOWCONSUMERSPSYCHOLOGICALORSOCIALSTATUS,TOSATISFYTHESPIRITUALNEEDOFTHEIRCUSTOMERSSOMETIMES,THESPIRITUALSATISFACTIONAPRODUCTBRINGSABOUTMAYOVERWEIGHTTHEQUALITYOFTHEPRODUCTPOSITIVESYMBOLICTERMSCONCERNINGGOODWISHESANDFORTUNEFREQUENTLYOCCURINCHINESEBRANDNAMESINREGARDOFMEMORABILITY,THOSEFAMILIARORCONTEMPORARYTERMSAREEASIERTOREMEMBERITHASBEENTESTIFIEDTHATTHEAPPROVALRATINGFORPRODUCTSSUCHASCIGARETTES,COFFEE,ANDBEER,FORWHICHIMAGERYISTHENORMANDBRINGSABOUTSPIRITUALSATISFACTORYTOCONSUMERS,INCREASEDBY12AFTERTHECONSUMERSWERETOLDTHEBRANDNAMEKOHLILABAHN,199514PANTENE,ABRANDNAMEFORAWASHINGDETERGENT“PANTENE”ISTRANSLATEDINTO“潘婷”BECAUSETHELEFTPARTOFTHESECONDCHINESECHARACTERMEANS“FEMALE”,CONSUMERSTAKEGRANTEDTHATTHISSHAMPOOISFORWOMENONLYANDFEWMANWILLCHOOSETHISSHAMPOO15NIVEA,ABRANDNAMEFORCOSMETICS“NIVEA”MEANS“SNOWWHITE”INLATINBECAUSEMOSTOFITSCONSUMERSAREFEMALE,ITADOPTS“妮”GIRLFORTHESOUND“NI”AND“维雅”（KEEPYOURELEGANCE）FOR“VEA”ALTHOUGH“SNOWWHILE”STANDINGFORTHEBEAUTYOFAFEMALEISELIMINATEDINTHETRANSLATION,“KEEPTHEELEGANCEOFEVERYFEMALE”ISAVERYGOODSUBSTITUTEMEANINGFORIT4CONCLUSIONFORMERRESEARCHESRARELYPAYATTENTIONTOTHEDIFFERENCESBETWEENWESTERNCULTUREANDCHINESECULTUREANDTHELINGUISTICDIFFERENCESBETWEENCHINESEANDENGLISH,WHICHINFACTAFFECTTHEPROCEDUREOFBRANDPROMOTIONINCHINAALTHOUGHSOMERESEARCHESHAVECONCLUDEDLINGUISTICFEATURESOFMANDARIN,CHINESEPEOPLESCONSUMINGBEHAVIORANDOTHERRELATIVERESEARCHES,FEWRESEARCHESHAVECONCLUDEDTHESTANDARDSOFCREATIVETRANSLITERATIONFORFOREIGNTRADEMARKSCREATIVETRANSLITERATIONISATRANSLATIONMETHODWHICHCOULDMAKEUPSEMANTICANDPHONETICVACANCYOFTRANSLITERATIONANDLITERALTRANSLATIONRESPECTIVELYWHENANORIGINALBRANDNAMECOMMUNICATESNOINFORMATIONABOUTTHEPROPERTIESOFTHEPRODUCT,TRANSLITERATIONMAYBETOOPALEFORPRODUCTPROMOTION,WHICHISNOTGOODFORCREATINGBRANDASSOCIATIONSASANOVELTRANSLATIONMETHOD,CREATIVETRANSLITERATIONKEEPSTHEORIGINALPRONUNCIATIONANDEXTENDSRELATIVEKNOWLEDGEATTHESAMETIMEBYCHOOSINGPROPERCHINESECHARACTERSWITHCORRESPONDINGSOUNDSANDOPTIMISTICMEANINGSMANYFACTORSDECIDEWHETHERACREATIVETRANSLITERATIONOFAFOREIGNTRADEMARKISPOWERFULENOUGHFORTHEACCEPTANCEOFCHINESEPEOPLEGENERALLYSPEAKING,ABRANDNAMEWITHTWOSYLLABLES,ORAHIGHHIGHTONEISMUCHEASIERTOPRONOUNCEANDREMEMBERFORCHINESEPEOPLEMOREOVERABRANDNAMEWITHLOCALCULTURE,SUCHASCONFUCIANTHOUGHTSANDPATRIOTICFEELINGS,ISEASIERTOBEACCEPTEDBYCHINESEPEOPLEWHILEACHINESEBRANDNAMESUGGESTINGPRODUCTATTRIBUTESCOULDHELPCONSUMERSJUDGEWHETHERTHISPRODUCTWILLMEETTHEIRPRACTICALNEEDS,ATRADEMARKWITHAPOSITIVEBRANDASSOCIATIONWILLHELPCONSUMERSFORMABRIGHTPERSONALIMAGE,WHICHWILLGREATLYDECIDESAPERSONSCONSUMINGBEHAVIORWITH”LOWINVOLVEMENT”ALLTHESESTANDARDSWILLGUIDEAENTERPRISEINDESIGNINGACHINESEBRANDNAMETHENSOMESUGGESTIONSAREPROPOSEDTOCREATIVETRANSLITERATIONBEFORETRANSLATINGAFOREIGNBRANDNAMEINTOCHINESE,FOREIGNENTREPRENEURSSHOULDFIRSTLYSTUDYCHINESECULTUREANDUNDERSTANDWHATELEMENTSINFLUENCETHECONSUMINGBEHAVIOROFCHINESEPEOPLETHENACCORDINGTOTHEPRONUNCIATION,CHOOSEPROPERSUBSTITUTESOUNDSFORTHOSEFOREIGNPRONUNCIATIONS,WHICHARENOTBELONGINGTOCHINESESYSTEM,ANDPROPERCHARACTERSFORCREATIVETRANSLITERATIONSOFFOREIGNTRADEMARKS,WHICHWILLFINALLYMAKEUPAEFFECTIVEMEANINGTHATARECLOSELYRELATIVETOTHEPRODUCTATTRIBUTESANDHELPFULTOCREATEPOSITIVEBRANDASSOCIATIONSACHINESEBRANDNAMEWITHAFEWSYLLABLESISALWAYSPREFERREDTOTHOSEWITHACOMPLICATEDSYLLABLESTRUCTUREALTHOUGHTHISPAPERHASOFFEREDSOMESUGGESTIONSBASEDONTHERESEARCHESOFOTHERSCHOLARS,THEREARELIMITATIONSWHICHSHOULDBEIMPROVEDINLATERRESEARCHESMOSTOFTHEFINDINGSAREBASEDONTHEESTABLISHEDTHEORETICALRESEARCHES,WHICHARETESTIFIEDBYTHEPRACTICALUSESORPRUDENTIALLYDESIGNEDEXPERIMENTSHOWEVER,THESUGGESTIONSINTHISPAPERHAVENOTBETESTIFIEDINGUIDINGTHEPROCEDUREOFCREATIVETRANSLITERATION,THOUGHSOMEEXISTEDCREATIVETRANSLITERATIONOFFOREIGNTRADEMARKSHAVEBEENANALYZEDBYTHESTANDARDSMOREOVER,BRANDNAMESFOREXAMPL