商标翻译ppt课件

TranslationOfTrademark,1,3.problemsoftoday,2.theculturedifferences,1.methodsoftranslation,TranslationOfTrademark,2,Quitedifferentfromothertranslationstyle,thetranslationofbusinessEnglishisthecombinationofsocialculture,aesthetics,purchasingpsychologies,economics,andadvertisingtheories,etc.Itisthesamewiththatoftrademarkandad-words.Whentranslatedintoanotherlanguage,theversionshouldnotonlyretaintheoriginalessence,conformtoconsumerspsychologyintheexportedmarket,butalsoasbriefastheoriginalone.Inmanycases,wetranslatethesetrademarksthroughtransliteration,andliteraltranslation.,1.methodsoftranslation,3,transliteration,StillremembertheChinesenamesofCoca-Cola?Itistranslatedinto可口可乐.Butinterestingly,itismuchlikelythatfewpeoplehaveheardthat,whenitwasfirstintroducedtoChina,theearliertranslationofCoca-Colawas“口渴口蜡”and“蝌蚪嚼蜡”,whichmakesaterribleimaginationoftastelessnessandgreatdifficulties.Thesetwotranslationscanbringnogoodfortheproductburpeoplesrepugnance.While可口可乐bothmaintainedtheoriginalwordsyllableandthegreateffectofresounding.Everyonecanrecognizeittobeadrinktrademarkatthefirstsightofit.,4,Afterthistypicalexample,therespringupalotofsuccessfulsimilardrinknamedafter可乐，suchasPepsi-cola(百事可乐)，feature-cola(非常可乐),etc.asarule,whenmakingatransliterationoftrademarkweshouldtrybesttokeepthebothlanguagesunifyinginthepronunciation,richinconnotationofculturewhichcanmotivateconsumersgreatimaginationandpurchasedesire.Eg:Canontranslatedinto“佳能”，whichindicatesthatitisaqualityproductwithgoodperformance;“乐凯”isLucky；thebeverage“百乐美”isBelmerry;“肤美灵”isSkinice,toimplyitcaresofourskin.,5,ThesuccessfulexampleofliteraltranslationliesinthetrademarkofGoldlion.InCompletelyliteraltranslation,Goldlionistobe“金狮”,anamewithsupremeauthority,honorandelegance.Butunfortunately,“金狮”isinthesamepronunciationwith“金失”。Thisharmonicswarncustomersoftheimplicationthatoncetheybuythiskindofties,theywillforfeityourwealth.Itisratheranevilcurvethanatrademark.Withtransliterationandliteraltranslationtogether,itfinallygetthefamousname“金利来”whichsoundspleasantandiseasytobearinthemind.,literaltranslation,6,Furthermore,bothmethodsshouldtakegreataccountforthecultureofexportedcountries.onekindofexportingbatteryisnamed“白象”(“Baixiang”).ItistranslatedintoEnglishdirectlyas“WhiteElephant”.InEnglish,“awhiteelephant”isausage,meaningaburdensomepossession(沉重的负担)anduselessthings(无用而累赘的东西).“白翎”(“Bailig”),onekindofpenmadeinShanghaiChina,istranslatedintoEnglishas“WhiteFeather”directly.InEnglish,thereisanidiom“toshowthewhitefeather”whosemeaningisthatdesertingontheeveofabattle.Thatistosay,awhitefeatherhastheconnotation“acoward”.,2.theculturedifferences,7,Havingcomeacrosstoomanytrademarkswitha“foreignstyle”,customerswillbecomelessinterestedinthem.Nowadays,wehavetoomanytrademarkstransliteratedwithsuchChinesecharactersas“特”,“斯”and“克”,forinstance,“赛特”,“飞亚特”,“阿尔法特”,“迪斯”,“真维斯”,“高斯”,“伊莱克斯”,“别克”and“星巴克”.,Clichetransliteration,3.Problemsintrademarktranslation,8,DuetothedifferentculturalbackgroundinMainlandandotherareas,translationsoftrademarksoftenhavedifferentversions.Forexample,“Headwhileinmainland,itistranslatedas“海飞丝”.Thedifferenttranslationversionsofthesameforeigntrademarkwillcauseinconvenienceandconfusiontocustomers.Itisharmfulforthemanufa