On Brand Name Translation.doc

Abstract This paper attempts to explore the approaches for brand name translation through analyzing the characteristics and functions of brand name. The author points out that the existing problems in brand name translation in China are neglecting the cultural differences, substituting Chinese phonetic for English brand name , violating habitual use of target language and adding brand after brand name. The author also states three main influencing factors in the translation of brand name. They are culture, aesthetics and psychological structure. To improve the current situation, the authors suggestions include bringing out favorable association, designing an internationalized brand name, renaming the products and coining brand name. On the basis, the author summarizes four main methods of brand name translation: transliteration, literal translation, free translation and mixed translation. In the end, the thesis concludes: brand name translation is customer-orientated translation, an intricate art. And brand name translation should conform to the habitual use of target language, social culture, aesthetics and purchasing psychology of customers in target market.Key Words brand name; influencing factors; problems; suggestion; translation methods浅谈商标名称的翻译【摘 要】商品宣传是国际市场推销商品和进行竞争的一种重要手段，而培养名牌商标是进一步开拓国际市场的重要环节。因此，做好商标的翻译，起重要意义是不言而喻的。本文分析了商标的特点和作用，总结了目前商标翻译存在的问题是：有些商标的命名忽视文化差异，有些用中文拼音代替英文名称，有些违反译入语的习惯用法，还有一些喜欢在商标名称后面加上“牌”。随后结合实例，提出文化、美学及消费心理在商标名称的翻译中具有非常重要的影响和作用。对此作者建议，商标名称应具有联想性，富于国际化。根据中西方国家的文化，审美，思维等各方面的差异，可以为商品改名或创造新词为商品命名。在此基础上作者还探索了商标翻译的几种方法：直译，音译，自由翻译，混合翻译。最后得出的结论是：商标翻译是一门复杂的艺术。商标翻译要跨越译入语的文化障碍，符合人们的习惯用法、审美情趣和文化心理，以吸引更多的消费者。【关键词】 商标；影响因素；问题；建议；翻译方法1. Introduction With increasing globalization of the world economy, advertisements come to play a more and more important role for manufacturers to promote their products in the world market. As we all know, good brand names are the best advertisements for commodities. An effective brand name can promote the brand development process and enhance the perceived value of a product. Consequently, the enterprises concentrate on designing and explore the fancy brand name, which will be boosting sales and profits.With Chinas entry into the WTO, Chinese enterprises are confronted with more powerful international competition and more opportunities than ever. As more and more goods exported and imported, they have come to realize that one of their most valuable assets is their brand name. As a result, how to translate brand name between English and Chinese becomes an urgent issue. Many brand names are translated perfectly, but some still remain to be improved. This thesis deals with mainly the translation of brand names between English and Chinese.2. Characteristics and functions of brand nameameGenerally speaking, a good brand name should suggest something about the products characteristicsits benefits, use or action. Its better to be easy, simple and clear to spell, pronounce, recognize and memorize. To improve pronouncing and recall ability is also important for a good brand name, which help to build strong memory links. Besides, different, distinctive and unusual brand name can do great help for the promotion of products. Its necessary for the brand name to attribute unique, meaningful points to commodities in order to achieve competitive advantages. At last, a brand name should avoid unpleasant connection that may offend customers as much as possible. To create the favorable brand association, the brand name should convince customers that the product possesses relevant attributes and benefits that satisfy their needs and wants.To name a product is a challenge-meeting job. The characteristics discussed above should be considered seriously, which may determine the prosperity of the product.2.2 Functions of brand nameFor customers, the function of brand name is to help them to identify the goods or services of one seller or group of sellers. They can get a general idea of a product from its brand name. Brand name also helps assure purchasers that they are getting comparable quality when they repurchase. For sellers, Brand name can be advertised and recognized when displayed on shelves in a store. Those brand names which are easy to read, understand and memorize or creative can always bring customers good associations, motivate their purchasing desire and bring companies a great success and fortune. 3. Existing problems Ideally, the brand name would be easily remembered, highly suggestive of both the product class and the particular benefits. Unfortunately, it is difficult for a translated brand name to be completely perfect and to meet all kinds of criterion. Since reception involves more than mere comprehension. Messages that existing in a brand name should not only be understood but also appreciated. Here, some common problems would be discussed.3.1 Neglecting the cultural differencesChinese and English belong to two different language systems. Both Chinese and English brand names carry their features and cultures. Sometimes, it is hard to transfer a brand name into another language while keeping its denotative meaning. Brand name with neutral and positive meaning and favorable association in one language may be unacceptable in another language due to different understanding in different culture background.A typical example, “紫罗兰”(clothing) won popularity in China for its high quality and brand-new design. Its English brand name is “pansy”. When it was exported to European Union, the name encountered resistance, because the name does not conform to the western culture. In Oxford Advanced Learners English-Chinese Dictionary, “pansy” has two definitions. Oneis “garden plant with a short stem and broad flat bright-coloured petals”; the other is “effeminate man.”1 P1061 So, people are not willing to pay money for the product with such a derogatory name. Besides, “白象牌电池, 蝙蝠牌电扇 are well cited examples. In English, white elephant is often used metaphorically to refer to something useless, or too costly to be worth maintaining. Bats are associated with blindness and madness, as shown by the idiomatic expressions as blind as a bat and to have bats in the belfry (to be crazy or eccentric). Moreover, bats are also associated with blood sucking in Western countries.”2 P3623.2 Substituting Chinese phonetic letters for English brand nameMost Chinese brand names have no English names, including some famous brands and export brands. The usual practice is to substitute Chinese phonetic letters for English brand names. For example, “Dabao”(大宝cosmetics), “Zhonghua”(中华tooth paste), “Jianlibao”(健力宝beverage), “Yili”(伊利dairy) and “Baoxiniao”(报喜鸟men suits). These phonetic-letter-formed brand names are unfavorable for building international brands since in world market few people can interpret the meaning of Chinese, which involves Chinese enterprises in an unfavorable position in world.Since brand names aim to publicize products, their translation should conform to the characteristics of target language. In other words, brand names should not be translated according to Chinese phonetics. That can be freely transliterated on the basis of similar pronunciation. For example, “厦新”is rendered as “Amosonic”,“堡狮龙”is transliterated as “Bossino”, “Giordano” is “左丹奴”and “Konka” is for“康佳”. Obviously, these brand names are much better than those phonetic-letter-formed (Pinyin) brand names. 3.3 Violating habitual use of target language“Chinese people pay attention to brevity in naming brand. Most Chinese brand names are formed of disyllable words, usually containing two or four characters.”3 P22Accordingly, translated brand names, especially for transliterated names without meaning, should not be too long. Long brand names are hard for Chinese consumers to read and memorize. However, some translators neglect this problem. For instances, “Menard”(cosmetics) is translated as“美伊娜多”and “Catineau”(cosmetics) is“积姬仙奴”. These long meaningless brand names are difficult to read. They do not suggest the features of their products, nor give people any favorable associations. If we use “美丽多”as the brand name for “Menard” and “佳美诺”for “Catineau” , they will become more suitable and acceptable than the original translations. A simple, eye-catching brand name can make a lasting impression on customers.3.4 Adding brand after brand nameSome brand names may add the surplus “brand” after their brand names, which is a common fault in translated brand names. For example, “Sunflower Brand” (葵花牌), “Double Happiness Brand”(双喜牌), “West Lake Brand”(西湖牌), “Three Stars Brand”(三星牌) etc. The character “牌”is actually useless. We have never seen that there is a “Brand” after “Sony” or “Siemens”. 4. Influencing factors in brand name translationBecause of culture and some other differences, translators should concentrates on the same feelings of people from two countries with different languages.The influencing factors will be discussed in the followings.4.1 Culture People are born in a particular culture and are taught to conform to it. Ones feelings, thoughts and behaviors are shaped by his culture. People assimilate social experience characteristic of our own culture and these experiences are reflected in the language they use. As a result, brand name translation is language converting across the different culture. In order to be accepted by the public, brand name should conform to the public culture. Therefore, local culture should be taken into serious consideration when a brand name is to be translated. Once the brand name is accepted, a prosperous market may be opened for the product. To achieve it, translators have to take many culture factors into account.Because of differences in cultural values, economic development and other factors across nationalities, consumers in different parts of the world can vary in their attitudes towards brands. Brand name translation has close relation with culture. Each culture is formed with its characteristics in different courses of history and geographical environment. These cultural differences will cause the different understanding of language.In a word, there are some cultural factors that greatly influence the translation of brand name. In this part, the differences of customs and habits and Psychology structure between source language and target language will be analyzed.4.1.1 Customs and habitsDifferent countries have different customs and different habits. The same object in different culture contains different values, associations and connotations. The differences between England and China in customs and habits are reflected in many fields. Take “红豆”(shirt) for example. “ 红豆 is the brand name of shirt produced in Jiangsu Hongdou Group. The brand name makes Chinese people think of a well-known Chinese Tang Dynasty poem, 红豆生南国，春来发几枝。愿君多采撷，此物最相思。 红豆, a name with a rich poetic flavor, gives people many favorable associations. The lovesickness seed used as a love symbol in China will arouse the young people nice feeling. It can make those who have passed their glorious youth review their 红豆stories in the mind and it may take overseas Chinese back to theirmotherland. The brand name benefits from its brand culture and nice feelings. Thats why 红豆shirts are widely welcomed among Chinese people.4 P2 However, if we translate the brand name “Red Bean”, these associative cultural meaning may be lost. Therefore, it is suggestive that“红豆”be translated into “Love Bean.”Another typical example is “玉兔”(cookie). “In Chinese mythology, it is a pet living with Change and Wugang on the moon. Chinese people like it and prefer to apply 玉兔 to products which are related to the moon. 玉兔 is known in China. However, if we translate it literally into Jade Rabbit, foreign customers cannot understand it. As a result, it had better be translated as Moon Rabbit, which may be more easily accepted by foreigners.”5 P231Thats to say, differences in customs and habits are reflected in the translations of brand names and different customs and habits may also result in different cultural specialties. Translation is not only important but also very difficult. Different situations may require the translators to adopt a different treatment according to the different cultures between the source language and the target language.4.1.2 Psychology structureDifferent psychological structures are certainly reflected in source language text. And the different associative meaning of some words and phrases in different language for the same objects present a more important reflection of different psychological structure.The same images with different associative meaning in different languages may also produce different psychology response. When a brand name is taken the material as an image, the translator should be careful. For instance, “ dragon is the symbol of power and holiness in Chinese culture, which can be found in a great number of idioms, works, architecture and clothes pattern. However, dragon has a terrible impression in westerners mind.”6 P46 “Dragon” paint (龙牌漆)，one of the best paints of China, which is quite welcomed by domestic customers, will be much likely rejected by the westerners. “As a traditionally propitious and noble symbol and the national totem of China, dragon, however, in overseas is overwhelmingly regarded as the incarnation of devil that always creates many difficulties and trouble for man.”7 P69 Who would like to have their houses or offices painted like such a kind of animal? As a result, if the brand name is literally translated into “dragon”, it may not be welcomed in the western market, as it neglect the foreign customers psychological response to the associative meaning of this kind of animal. Its better that when a Chinese product is to enter the world market, sometimes the brand name has to be changed to suit the westerners psychology.Thus we can see that it is highly important to know the psychological structure of the target language customers and their psychological response in order to avoid target language customers misunderstanding of the different psychological structure of source language culture.The brand name is an integral part of a product. To a great extent, whether customers like a brand or not will influence their decision of buying the product. In other words, some customers will give up buying a product if they have no opinion of its brand name. Consequently, translation must conform to the cultural environment and the reception psychology in the target market.4.2 AestheticsWe can see that cultural factors can influence the brand name translation a lot. Besides, aesthetics also plays an important role in it. “According to the principles of aesthetics, translators should consider the aesthetics seriously to make the translated words conformed to the target language. ”8 P490“Some translation grasped the woman psychology -to be more beautiful and charming, containing some characters like 芳, 婷, 丝.”9 P44 Take “婷美” for example, “婷美” is the translation of “Gracewell”, woman underwear. The name itself can be interpreted as being elegant, delicate and noble. At the same time, it completely conforms to the slim image in women inner heart. As a result, “婷美”readily and successfully becomes popular garment in woman cupboard.Another example of aesthetics lies in the brand name of “Coca-Cola”. “When it was first introduced to China, the earlier translation of Coca-Cola was 蝌蚪嚼蜡, which makes a terrible imagination of tactlessness and great difficulties.”10 P38 To Chinese people, “蜡”is dry, solid and uneatable with no smell or taste. It is difficult to eat and swallow for a normal man, let alone for tadpoles and those who are deadly thirsty. The translations can bring no good for the product but peoples repugnance. While “可口可乐” both maintained the original word syllable and the great effect of resounding. Everyone can recognize it to be a drink brand name at the first sight of it. Moreover, this dead word without specific meaning becomes alive and lively through this kind of drink worldwide.4.3 Consuming conceptBrand name translation is concerned mainly with the consumers. It is customer-oriented translation. In this way, the consuming concept of people in target language becomes necessary for translators to learn about. Here, we will mainly discuss the consuming concept of Chinese people.4.3.1 Aspiring to luck“Its obvious that not only Chinese people but also people in foreign countries aspire to luck. Because of Chinese traditional culture, Chinese people believe that language can bring in both good luck and bad luck. Therefore, they hope to seek for good things and prey for happiness with languages of goodness.”11 P308 This kind of concept has been reflected in many brand names.For example,“惠尔康” (a drink) contains two concrete characters and each has its own meaning. That is of “cheap” and “health”. The middle character “尔” is of the same sound of “而” in Chinese, which is a joining word meaning the drink is not only of low price but also is a kind of healthy drink. Besides, “尔” also means “你” in Chinese. Then “惠尔康” can be explained that the drink will make you healthier.And in “康而寿”, the two characters “康”and “寿” mean “health” and “longevity”. The middle character is a joining word meaning “health” is a promise of “longevity”. Alike, 安必信” can be explained that since the product is safe and reliable, and you can rely on it.Besides, there are lots of Chinese brand names that contain “喜”, “福”, “利”, “吉”and “发”, such as “喜之郎”, “喜多多”, “福满多”, “达利园”, “万事发”, “万宝路”, “金利来”, “吉百利”. 4.3.2 Aspiring to eleganceIn recent years, those brand names, which are new and elegant, become more and more popular. Compared wi