The Elementary Discussion on International Trademark Translation.doc

毕业论文（设计）The Elementary DiscussionOn International Trademark Translation1. IntroductionAlong with rapid development of science and technology, every country in theworld actively exploits international market and enlarges the international market share. The important purpose of entering the international market and cultivating name brand commodity is to well publicize the merchandise. Thus, as American author Ailisi says: “there can be difference between great amounts of dollars on the achievement of sale.” Practice has proved that successful trademark translation can bring the huge economic efficiency, while unsuccessful translation not only brings serious economic loss to the company or the country, but also affect the company or the national image directly.The trademark research presents the unprecedented prosperity of the trademark translation. Translators have made large quantities of achievements in scientific research; especially the Chinese translation of trademark is gratifying. The study range is exceeded gradually. It has already no longer limited the discussion of the trademark translation only in translation technique. But more and more people begin to study the problem that the trademark is translated in terms of interdisciplinary studies. Superficially speaking, the further research of trademark translation indicates that the translation should apply certain strategies to realize the transformation of trademark language. But the essence is actually the spread of the culture, because the trademark word choice and its use have reflected a nationalitys history and culture. The trademark translation is still the interdisciplinary knowledge; which involves more disciplines and fields such as linguistics and translating. It can be caught in ones own trap, if the trademark translation only stays in language. Accordingly, the limited scholarly research filed of vision would affect the quality of the trademark translation. In order to do the multi-disciplinary research, the aspects of culture and the methods of translation could study the essence of the characteristics and improve the quality of the trademark translation. The research progress can not only promote the trademark practice, but also accelerate the development of the international trade at high speed.The study on translation of trademark has already started since last century, which covers a range of the theories of description, emotional appeal, aesthetic elements, moral values, etc. And it results in theory system concerning the principle as well as the approaches of trademark translation. The traditional translation maintains that translation is a process of replacing textural material with another one of equivalence. So we can say that any translation cant be carried on well without getting to know the culture. We should pay attention to the relationship between culture and translation.2. The principles to be followed2.1. A cultural perspective in translating brand name2.1.1. Adaptations to national traits and valuesEvery nation has its own particular characteristics, moral principles and beliefs. These three aspects are regarded as a necessary part of the culture. A translator should never neglect national traits and values, which are exclusively possessed by the target consumers.There are still other examples of adaptation to national trait in brand name translation. One might have heard about the brand name “紫罗兰”. Owing to the cultural nature of trademark, a successful translation of trademark should conform to the cultural custom and psychology of the foreign custom. For example “紫罗兰” was originally translated into “posy”, and the products sell poor. The reason is the original meaning of posy is gay. So the translation of Chinese trademarks may cause cultural barrier after the commodity enters the western market.Another example is the famous perfume “Poison” produced by the French company Christian Dior in 1985. The “Poison” sold so well in western countries. It broke the record in the first two weeks after it appeared in the market. It was owned for its special design, it was regarded as mysterious and adventurous, and “mysterious and adventurous” was the common feeling of western woman consumers. As we all know, poison as a noun means substance that can cause illness or death if it taken into the human body. So we could predict that if it is translated into “毒药” or “酒”, the gentle and quiet eastern women would never choose the product. But the French company translated it into “百爱神” with the semantic transliteration method before entering the Chinese market. The translation of the name bears a similar sound to the original and conveys favorable meanings in the target language.The last example I want to take is the brand name “Gold Lion”. The original meaning of “Gold Lion” is “金狮”，but in order to satisfy peoples eager wish to be lucky and luxurious, it is translated into “金利来”. It has some effect on stimulating people to buy products.In short, in order to attain functional equivalence in brand name, a translator has to adapt his linguistic choices to national trait. Furthermore, to be a translator, for the sake of adapting values of the target culture, he has to know the difference of numbers, colors and customs between countries.2.1.1.1. Adaptation to numbersBecause of the influences of local traditional culture, religious belief and geographical environment, the meaning of figures has differences between the east and the west. For example, Chinese can take “999”, “金六福”, “三元”, “三枪”, and “十三香” as trademarks, while the occidental take “7-UP”, “Mild Seven”, and “7-Eleven” as trademarks. Thus, if these commodities are sold abroad, the trademarks like “666” and “十三香” would have trouble in Great Britain and America, because the number “6” symbolizes devil and “13” is an unlucky number in the Great Britain and America.2.1.1.2. Adaptation to colorsColors are fantastic things. They can help people to describe objects and explain peoples feeling. In the same language environment, the same color can correspond completely with the same significance. But in the different language environment, the same color word refers to the significance is totally different. Especially the language purpose can not be corresponded to different countries. This kind of word will cause misunderstanding in different environment, so it should not be ignored in translation. For example, if we translate the trademarks such as “红豆”, “蓝天”, and “白象” directly into “Red Bean”, “Blue Sky”, and “White Elephant”, it would be a Chinese way of translation. If we want to translate the trademark successfully, we should know clearly about the meaning of every color. Now we discuss the meanings of red, white, yellow, blue, green and purple.2.1.1.2.1. Color of redIn terms of emotion, red is always connected with happiness or celebration, in both western and eastern cultures. It expresses joy, ebullience and enthusiasm. For example, in English, red-letter days means Christmas day and happy day; red-blooded means full of strength and energy; red-hot used to describe the person, animal or team that is considered almost certain to win a race. In China, red stands for flourish and success. In traditional wedding party, the bride wears red clothes and bridegroom fastens a big red flower in the front of the chest. In the bridal chamber, a pair of “红双喜” would be decorated in the middle. All these things are symbols of the love. When celebrating a traditional festival, the Chinese would put up red lantern and play red firecracker in order to celebrate the happy event. “开门红” means good luck and win victory as soon as ones standard is raised. “红光满面” not only means “glowing with health” but also means “beaming with joy; radiant; joyful; cheerful; delighted” and “满堂红” means all-round victory or success in every file. In addition, red stands for fire and blood in the west culture. Specifically, red in tooth and claw means that “involving opposition or competition that is violent and without pity;” a red to a bull means that “something is likely to make somebody very angry;” be in the red means that “to own money to your bank because you have spent more than you have in your account;” and see red means that “to be very angry.” From all the examples above, the occidental take red as an awful premonition, and danger. And this point is so different from eastern culture. For example, he turned red means he feels shame, and if it is translated it directly into “见红”, it means women bleeding before delivering. At last, red also means “get into debt or to the bad” in English. For example, red figure means “赤字”; in the red means “亏空，欠债”; red balance means “赤字差额”; red-ink entry means “赤字分录”; get out of the red means “偿清债务，有盈余”;red gold means “纯金” and red cent means“一分钱，一便士”.2.1.1.2.2. Color of blueBlue is a wonderful color, it could bring beautiful daydream to people. Blue used to describe sky and sea. For example, blue sky or blue sea means “蓝蓝的天空，蓝蓝的大海”. But when people use blue to picture sensibility, it conveys a derogatory sense. For example, in a blue mood means sad and depressed; be fall in the blues means in low spirits; black and blue means (to hit somebody until they are) cover with bruises ; a blue Monday means unlucky Monday.In addition, blue can be used to express law and shares. For example blue book means “蓝皮书” the publication of Britain Cortes; Blue law is an American law, it forbids people go into business on Sundays; blue-chip is a pop and valuable share; blue-sky law is a law about stock jobbing in America.2.1.1.2.3. Color of whiteIn both East and West, white means chasteness, goodness and innocence. For example, snow white is a pure and warm-hearted princess; white lie means a harmless or small lie, especially one that you tell to avoid hurting somebody; white man is a man who treats people fairly; a white Christmas means “银装素裹的圣诞节” in Chinese, a white girl means “一个纯洁的女孩” in Chinese and white handed means “公正廉洁” in Chinese. But white still can mean cowardice in English, as in show the white feather. Otherwise, the Chinese wear white clothes and white flowers in the funeral. But the occidental take white as a lucky color. In the wedding party, the bride wears white dress and white gloves. White symbolizes the power and position in West. For example, both white house and Whitehall means American government; white-collar means someone working in an office rather than in a factory. Furthermore, white has another meaning in economy. For example, white goods mean large pieces of electrical equipment in the house, such as washing machine and refrigerator etc; white war is a war with no smoke of gunpowder; white money means silver coin; white coal means water power; white sale means price cutting and the white way means brilliant shopping centre.2.1.1.2.4. The color of blackBlack means people have bad emotion. This is the same in both English and Chinese. For example, “他气得脸色铁青,” here “青” means black. And black means tribulation and misfortune in English. For example, black list means a list of the names of the people, companies, products or countries that an organization or a government considers unacceptable and that must be avoided; Black sheep means a person who is different from the rest of their family or another group, and who is considered bad or embarrassing.; a black lie means a lie that can not be forgiven; a black deed means abominable behavior; a black art means enchantment; black mail means extortion and ransom; black man means devil; black-letter day means unlucky day; all the American do not like Friday, and call it black Friday, because the economic risk in 1869 and 1873 both happen on Friday. 2.1.1.2.5. The color of yellowYellow is one of the warm colors. Because of its high visibility and it is often used in hazard signs and on some emergency vehicles. Yellow is cheerful. In Chinese history, all the emperors wore yellow clothes. Anything is for emperors, it would be yellow. Moreover, for years yellow ribbons were worn as a sign of hope as women waited from their men to come marching home from war. Today, they are still used to welcome the lovers back home. Its use for hazard signs creates an association between yellow and danger, although not quite as dangerous as red.If someone is yellow it means he is a coward as yellow can have a negative meaning in some cultures. For example, yellow is mourning in Egypt and actors of the Middle Ages wore yellow to signify the dead. Yet yellow has also represented courage in Japan, merchants in India and peace in China.2.1.1.2.6. The color of purplePurple is royalty. A mysterious color, purple is associated with both nobility and spirituality. As we know that yellow symbolizes the power of emperor in China, however, purple symbolizes the power of emperor in the west. Purple robes are worn by royal members and people of authority or high rank. But it is the color of mourning of widows in Thailand, and it is the favorite color of Egypts Cleopatra. It has been traditionally associated with royalty in many cultures. The Purple Heart is a U. S. Military decoration given to soldiers wounded in battle.The color and material used in Elizabethan Clothing was extremely important. People who could wear the color Purple was dictated by English Laws! These were called the Sumptuary Laws. The color of Elizabethan clothes, including purple colors, provided information about the status of the man or woman who wore them. This was not just dictated by the wealth of the person, but also reflected their social. The meaning of colors during the Elizabethan period represented many aspects of their lifethe social, religious, biblical and Christian symbolism were reflected in the color of purple.2.1.1.2.7. The color of greenGreen is the color of nature. It symbolizes growth, harmony, freshness and fertility. Green has strong emotional correspondence with safety. Dark green is also commonly associated with money. Green suggests stability and endurance. Sometimes green denotes lack of experience; for example, a “greenhorn” is a novice. In heraldry, green indicates growth and hope. Green, as opposed to red, means safety, it is the color the free passage in road traffic.Green is used to indicate safety when advertising drugs, and medical products. Green is directly related to nature, so you can use it to promote “green” products. Dull and darker green are commonly associated with money, the financial world, banking, and Wall Street.2.1.1.3. Adaptation of cultureCulture is human common wealth, and the humans existence and development differ from each other in terms of regions and races. The reasons of creating the conflict between Chinese and the western cultures are varied. But the most important point is that both sides, Chinese and western, have different cultures and different historical backgrounds. Chinese traditional culture is social ethic culture for centralization involving the humanitarian nature. It is broad and deep with long history, and it has restrained system as well as few words with rich meanings, limpid style and easy understanding, though sometimes it just can be understood rather than to be explained. But Western culture is diverse, separable and opening.Culture shows the different creative ability and creates spirit between the east and the west, and it also shows the different history characters and special styles between east and west. We can take advantage of comparing the different cultures between the two. When we translate trademark, we could take notice of it. For example, dragon is a lucky animal in China, but in the Western culture, dragon is an evil monster. Coke in English means male organ, and it also is a taboo language in Britain. Moreover, in the some countries, people believe in Moslems, they would never use pig or dog as trademark. Japanese resent lotus and fox, but they like the oriental cherry, tortoise and dock. Englishmen do not like elephants but pandas. In Italy and Spain, we should avoid using chrysanthemum. Russians think walnuts, the peacocks and chrysanthemums are something ominous. Some countries of North African resent the pattern of the dog.In China, there is a brand name “蝙蝠”. When the company expands the business into the west, they translated the trademark into “Bat” in English. “蝠” and “福” have the same pronunciation in Chinese, and both of them symbolize lucky and happy. However, in the west, it is an ugly, blind and fiendish animal that only flies at night. It signifies death. Most foreigners believe it is a knell of death if the bat flies into house. In this case, who would buy? Moreover, the bat is usually likened to an old woman with blind and ugly eyes in English.2.1.1.3.1. Adaptations to politics and history“The difference between Chinese and Western history and culture lies in the fact that Chinas is an inward orientated culture with ethics as its core, while the western history and culture is outward orientated, with material economy as its basis.” (孙宪梅，2007，223)Politics and history, being parts of culture, have always been imposing influence upon many other culture elements. In fact, political and historical elements bring out gradual changes in almost every aspect of daily life in every country. When translating trademarks, the translator should be sensitive as well as careful enough to adapt his linguistic choices to the political status and the history of target country. If the translated brand name does not accord with the target countrys politics and history, it would hurt the feelings of the local people, or it even could result in serious trouble, not to mention to its help in the sales of the product. For example, Dunhill is translated into “登喜路”; Librivm is translated into “利必妥”; Wonderful is translated into “万德福”; and so on, “福”,