中文商标名英译的研究

ChapterOneIntroductionAtrademarkTrademarkisaspeciallegalterm.Atrademarkisamarkusedtoidentifyanddistinguishthesourceofgoodsorservices.istheexternalsymbolandimageofacommodity.Trademarkisaspeciallegalterm.Atrademarkisamarkusedtoidentifyanddistinguishthesourceofgoodsorservices.TheEnglishtranslationoftrademarksisdifferentfromthetranslationofotherbooks,magazines,advertisingslogans,etc.Itdoesnotinvolvetedioustranslation,butitrequiresthetranslatortobeproficientinbothEnglishandChinese,aswellasEasternandWesterncultures.Thetranslatorneedstoaccuratelyextractoneortwowordsfromthevastseaofwordstonametheproduct.AsuccessfulEnglishtrademarknotonlypromotesChinesegoodstogoabroadandenteroverseasmarkets,butalsopreservesthemusicalbeautyofChineseculture,spreadsthelong-standingChineseculture,andpromotestheintegrationofChineseandWesterncultures.TheEnglishtranslationoftrademarksneedstobefaithfultotheoriginalmeaningbutnotlimitedtoit.Itisnecessarytobreakfreefromtheconstraintsoftheliteralmeaningoftheoriginaltrademark,broadenthinking,anddeepenthemeaningofthetrademark.Inaddition,attentionshouldalsobepaidtotheaestheticpronunciationofthetrademarkitself.ItcanbeseenthattranslatingChinesetrademarksintoEnglishisofgreatsignificanceforimprovingthecompetitivenessofChineseenterprisesintheinternationalmarket.Basedonthis,thispapertakesEnglishtranslationofChinesetrademarkastheresearchpoint,anddiscussestheprinciplesandmainmethodsoftranslatingChinesetrademarkintoEnglish.ItishopedthattheresearchofthispapercanhelptoenhancethetranslationeffectofChinesetrademarks.ChapterTwoIntroductiontoTrademarksandEnglishTranslationofTrademarksAtrademarkisakindofmark,itcontainstwobasicelements:textandgraphics.“Trademarkisdefinedasadistinctivemarkplacedonorattachedtogoodsbyamanufacturerordealertoidentifythemasmadeorsoldbyhim.”[1]4Thisarticleholdsthattrademarkisamarkcomposedofwords,graphicsortheircombination,whichisusedtodistinguishtheproductionofdifferentmanufacturers,differentproducttypesorgoodsandservices.Colloquially,itisthenameofthecommoditybrand.Atrademarkmainlyreferstothecontentofthegoodsorservicesthatareproducedormanufactured.Byusingthetrademark,thegoodsorservicesthatareproducedorprovidedaredistinguishedandusedasamarktodistinguishthem.TrademarkEnglishtranslationreferstoexpressingthemeaningrepresentedbyEnglishletters(sometimesincludingnumbers)inacertainlanguage.Theselettersrepresentthemeaningsofwordsrepresentedbydifferentphrases.Broadlyspeaking,trademarkEnglishtranslationincludesthetranslationofthemeaningrelationshipbetweenEnglishlettersandwords;narrowlyspeaking,trademarkEnglishtranslationmainlyreferstothetranslationofthemeaningsrepresentedbyEnglishwordsorlettercombinations,thatis,usingEnglishtoconvertandcombineChinese.Therearethreemainformsoftrademarktranslationmethods,namely:transliteration,freetranslation,andcombinationoftransliterationandfreetranslation.2.1DefinitionandHistoryofTrademarksAtrademarkisamarkadoptedbytheproduceroroperatorofacommodityonthecommodityproduced,manufactured,processed,selectedormarketedbyhimortheproviderofaserviceontheserviceprovidedbyhim,usedtodistinguishthesourceofthecommodityorservice,composedofwords,graphicsortheircombinations,withcertainshapesanddistinctivefeatures,usedbytheconsumerforidentification,andusedtoprovethesourceofthecommodityorservice.Trademarkisnotonlythesymbolofproductqualityandenterpriseculture,butalsothemaincarrierofenterprisereputationandfame.Inthiscommercialerainwhichglobalbrandawarenessisdeeplyrooted,thetranslationoftrademarksisevenmorecrucialtothefateofcommoditiesinforeigntrade.WIPOTheWorldIntellectualPropertyOrganizationisaUnitedNationsspecializedagencydedicatedtousingintellectualpropertyrightstostimulateinnovationandcreationandpromoteglobaldevelopment.Itsmissionistoleadthedevelopmentofaneffectiveinternationalintellectualpropertysystemthattakesintoaccounttheinterestsofallparties,sothatinnovationandcreationbenefiteveryone.Bibliography王珊TheWorldIntellectualPropertyOrganizationisaUnitedNationsspecializedagencydedicatedtousingintellectualpropertyrightstostimulateinnovationandcreationandpromoteglobaldevelopment.Itsmissionistoleadthedevelopmentofaneffectiveinternationalintellectualpropertysystemthattakesintoaccounttheinterestsofallparties,sothatinnovationandcreationbenefiteveryone.Bibliography王珊.跨文化语用视角下的商标翻译[D].黑龙江:齐齐哈尔大学,2016.李娜.中文商标英译中的文化差异[J].沈阳工业大学学报(社会科学版),2017,10(05):477-480.ChangNF.PolysystemTheoryandTranslation[J].HandbookofTranslationStudies,2010,1:257-263.KumDoreen&YihHwaiLee&ChengQiu.TestingtoPreventBadTranslation:BrandNameConversionsinChinese–EnglishContexts[J].JournalofBusinessResearch,2011,64(6):594-600.LomakaAO.LiteralApproachtoTranslation:AClassificationandLiteratureReview[J].XLinguae,2017,10(4):234-244.MundayJ.IntroducingTranslationStudiesandApplications[M].Beijing:CommercialPress,2010,4:71-74.PellattV&LiuET.ThinkingChineseTranslation:ACourseinTranslationMethod:ChinesetoEnglish[M].Routledge,2010,1:110-111.曹鲁婷.从功能对等角度看商标的翻译[D].河南:郑州大学,2015.范献辉,闫宗霞.中文商标英译的原则与方法[J].考试周刊,2011(47):96-97.郭新文.中文商标英译中的动态顺应研究[D].山西:太原理工大学,2013.Theword“Trademark”comesfromtheLatin“Trade”andtheGreek“Traditionus”todistinguishdifferentsourcesofgoods.ItwasfirstusedbytheEnglishinthe17thcenturytorefertoacompanythatmadeorsoldsomething.Gradually,trademarksareusedtoexpressthecharacteristicsassociatedwithabrand(suchasreputationandquality)todistinguishitsproductsfromotherproducts.2.2CharacteristicsandValueofTrademarksTrademarkisamarktodistinguishdifferentsourcesofgoodsorservices.Thissignificanceisreflectedinthreepoints.First,itisidentifiable.Trademarksmustenableconsumerstoidentifytheoriginoftheirgoodsorservicesinordertoselecttheproductbasedonthemarkormark.Thesecondisdiscriminability.Trademarksshouldhavethefunctionofdistinguishingdifferentgoodsorservices,especiallyinthesamekindofproducts.Ifdifferenttrademarkscancauseconsumerstoconfuseandmisrecognize,thedistinguishingeffectwillbeweakened.Third,itshouldcomplywithlegalprovisions.Aregisteredtrademarkmusthavealegalname,graphics,textandaspecificcombinationstructure,whichisnotonlyasigntodistinguishthesourcesofdifferentcommoditiesorservices,butalsoenablesconsumerstoidentifythesourceoftheproductorservicethroughtextgraphicsandothersymbolstoachievethepurpose.Iftheregisteredtrademarkisinconsistentwiththenameofthecommodity,eveniftherearemultiplesimilartrademarksorthesametrademark,itwillaffectitsfunctionandsignificance.Atrademarkmarkstheimageofaproduct.Animportantaspectofproductimageisgraphics,whichexpresscommodityinformationthroughartistictechniquessuchascolor,lineandcomposition.Graphicscannotonlyconveyproductqualityandperformancecharacteristics,butalsoreflecttheproduceroroperator’sartisticqualityandaesthetictaste.Alogoisasymbolofcorporateculture.Withthedevelopmentofmarketeconomyandtheincreasinglyfierceandcruelcompetitionofenterprises,productimagehasbecomeakindofintangibleassetsforanenterprisetoadvertiseandsellandattractcustomers.Throughsomecreativeconceptionoftrademarklanguageanditscombinationandartisticprocessing,itbecomesaworkwithculturalheritage,nationalstylecharacteristicsandaestheticinterest--trademarkhasbecomeanimportantpartoftheproductimageandoneoftheconstituentelements,itsroleismoreprominentandmoreandmoreimportant.2.3IntroductiontoEnglishTranslationofChineseTrademarksandItsImportanceEnglishtranslationofChinesetrademarksisaveryprofessionaljob,andthetranslatorshouldnotonlymasterthebasicknowledgeofEnglish,butalsounderstandsomeknowledgeofotherlanguages.ThetranslationoftrademarksintoEnglishhasitsowncharacteristicsandrules.Onlybyusingscientificmethodsandadoptingflexiblestrategies,canthetaskoftrademarktranslationbesuccessfullycompleted.Trademarktranslationcanbeusedasamarketingstrategy,andifusedproperly,itcanachievethepredeterminedsalesgoalsoftheenterpriseandearnprofits.Matureconsumersrecognizethevalueoftrademarksandincreasinglyrecognizethebrandconnotationscontainedinthem.Goodbrandsoftengainhighbrandloyaltyfromconsumers,layingasolidfoundationforthebrand’sfootholdandsustainabledevelopment.Countlessexampleshaveproventhatagoodtrademarktranslationresultsinahighermarketshareandsalesrevenueforproductscomparedtosimilarproductsthatarenotproperlytranslated.Impropertranslationmayresultinthisproductnotfindingamarketinothercountriesoutsideofitshomecountry.Therefore,theEnglishtranslationoftrademarksmustbeabletoadapttothecultureofthetargetlanguagecountryandthepreferencesofconsumersinthetargetlanguagecountry.BothmerchantsandtranslatorsshouldattachgreatimportancetotheEnglishtranslationoftrademarks,strivetounderstandthecultureofthetargetlanguagecountry,andstudythemostappropriatetranslationmethods,sothattheEnglishtrademarksofChineseproductscantrulyplaytheirdueroleintheinternationalmarket.

ChapterThreeMethodsandPrinciplesofTranslatingChineseTrademarksintoEnglishTrademarkisnotonlythesymbolofproductqualityandcorporateculture,butalsothemaincarrierofcorporatereputationandwealth.Inthiseraofglobalbrandawareness,thetranslationoftrademarksisofgreatimportancetothefateofcommoditiesinforeigntrade.Therefore,thetranslationofChinesetrademarksintoEnglishshouldbebasedonthecharacteristicsandculturaldifferencesbetweenChineseandEnglishandovercomethehiddenproblemsincross-culturalcommunication.Itshouldnotonlyfollowtheprincipleoftrademarktranslation,butalsoflexiblyusevarioustranslationmethods,andcombinethecharacteristicsandadvantagesoftheproductitself.Onthisbasis,thetranslatorcangivefullplaytohisimaginationandcreativity,andthenhecantranslatethecharacteristicEnglishtrademarkswithrichconnotation,catchyandculturalandcommercialvalue.3.1MethodsofTranslatingChineseTrademarksintoEnglishTrademarkscombinecultureandnationalculture.WhentranslatingChinesetrademarks,translatorsshouldnotrandomlychoosewordsorphraseswithsimilarpronunciationtotheoriginallanguagefromthetargetlanguage.Asaproductofmoderneconomy,thefunctionoftrademarksisnotonlytoattractconsumers’attentionandstimulatetheirpurchasingdesire,butalsotohelpmanufacturerspromotetheuniqueculturalconnotationsoftheenterprise.WhentranslatingChinesetrademarksintoEnglish,thetranslatornotonlyneedstoensurethattheEnglishtranslationshouldhavethesamefunctionastheoriginalChinesetrademarknameinattractingconsumerstopurchase,butalsohelpsbusinessespromotetheircorporateculture,therebyopeninguptheinternationalmarketfortheirproducts.Therefore,moreflexiblemethodsshouldbeadoptedintrademarktranslationtodeeplyimpressconsumers,stimulatetheirdesiretopurchasegoods,andachievethepurposeofproductpromotion.Themethodsoftrademarktranslationincludetransliteration,freetranslationandcombinationoftransliterationandfreetranslation.3.1.1TransliterationThetransliterationmethodisthemethodoftranslatingthetrademarknamesofChinesegoodsintoEnglishwordsandphrasesthathavethesameorsimilarpronunciationaccordingtotheirChinesepinyin.Inactualtranslation,trytochoosehomophonicwordsorphraseswithgoodmeaningandbeautytoformEnglishtrademarks.Thistranslationmethodisfaithfultothepronunciationoftheoriginaltrademarkandthevocativefunctionoftheoriginaltrademark,makingitpleasingtotheeyeuponhearing.Themethodoftransliteratingtrademarknamesthroughrhetoricalandphonologicalmeanshasawiderangeofmeaningsandishighlyarbitrary.Therefore,translatedEnglishtrademarksareoftenrefreshingandcompetitive.Inpracticaloperation,itisoftenavariantorphoneticformofChinesePinyin.Forexample,海信HISENSE,itnotonlyretainstheoriginalChinesetrademarkfeaturesofconciselanguageandloudpronunciation,butalsomakespeoplewhounderstandEnglisheasilyassociatetheproductwithhighsensitivity.三路SunRoll,itgivespeopleavibrantdaydream.Inaddition,四通--Stone,乐凯--Lucky,乐百氏--Robust,实达--Star,瑞星--Rising,飞铃--FeelingandotherEnglishtranslationsaregoodexamples.Transliteratedtrademarksnotonlymaintainthecharacteristicsoftheoriginaltrademarkeasytoread,butalsogivepeopleagoodassociationandhint,toleaveadeepimpressiononpotentialconsumers.However,therearestillmanyunsatisfactoryaspectsintheprocessoftransliterationofChinesetrademarkintoEnglish.Sometimes,althoughthetranslatedtrademarkisclosetothepronunciationoftheoriginaltrademark,therearehomophonicassociationsinthetargetlanguageduetothesamespellingofwordsorthesameorsimilarpronunciation,thusaffectingpeople’sthinking,psychologyandbehaviormode.Ifthetranslationofthelabelcreatesabadassociation,itwillnotplayapositiveroleinsalespromotion.Forexample,“马戏”playingcardsproductexporttrademarkandproductnametogethertranslatedinto“MAXIPUKE”.Itmeans“vomitingviolently”inEnglish,ofcourse,thecardsdidnotsellwell.ThereisagreatdifferencebetweenEnglishandChinese.Duetothedifferencesinpronunciationandspelling,ifthetranslationissimplyreplacedbyChinesepinyin,foreignerswillnotonlybeunabletoreadit,butalsobeunabletopronounceit.Thetransliterationof“星星”into“XingXing”makesitdifficultforforeignerswhodon’tunderstandChinesepinyintoreadit.Thetransliterationofthebrandname“白雪”into“BaiXue”isnotonlyamouthfultoread,butalsolosesthehintofgoodrefrigerationeffectoftheoriginaltext,soitisbettertoliterallytranslateitinto“WhiteSnow”accordingtothemeaning.Itcanbeseenthattranslationisacreativeartisticprocess,inwhichcorrectvariationisallowed,butthisvariationisapositiveprocessingoftheoriginalinformation,ratherthananegativedistortion.Activeprocessingofvariationoftenproducesbrilliantresults.3.1.2FreeTranslationFreetranslationofatrademarkreferstotheexpressionofthemeaningoftheoriginaltrademarkinthetargetlanguage.FreetranslationisanothercommonmethodtotranslateChinesetrademarksintoEnglish.Especiallyforsomespecialthingsornamesthatarefamiliaroracceptabletoothernationalitiesandhavestrongethniccolorsoruniqueperformancecharacteristics,thefreenamesthathavebeenacceptedbyrealpeopleshouldbeusedintranslation.Infreetranslation,theprincipleofflexibleequivalenceshouldbeadoptedsothattheoriginaltrademark,afterbeingtranslatedintothetargetlanguage,hasthesameorbasicallythesamemeaningastheoriginaltrademark,andconformstothecharacteristicsoftrademarkwords.“杜康”canbetranslatedasBacchus,becauseBacchusisthenameofthegodofwineinGreekmythology,whicheasilyremindspeopleofgoodwine.Inthisway,theterm“杜康”impliesgoodwine,whichisequivalenttoBacchus’sassociation,andthereforethetranslatedtrademarkisartisticallycreative.TheEnglishtranslationof“飘柔”shampoois“Rejoy”,whichmeanspleasure,freshness,andisverysuitableforthecharacteristicsofshampoo.Therefore,theEnglishtranslationoftheproduct’strademarkwasverysuccessful.Otherexamplesinclude顺爽--HairSong,飞逸--Feather,劲浪--CoolAir,康莉--Comrade,etc.3.1.3CombinationofTransliterationandFreeTranslationAsarichassociationofflexibleuseoftransliterationpronunciationandfreetranslation,thecombinationofpronunciationandmeaningistheultimateexpressionoftheEnglishtranslationoftrademarks.Itrequiresthetranslatortobeextremelyfamiliarwiththelanguage,highlightingthecharmofthelanguage.ItnotonlyretainsthephonologybeautyoftraditionalChineseculture,butalsointegratesconsumerpsychologyandenterprisepsychologyintoit,givingtrademarksanotherprofoundmeaning.Intheprocessoftrademarktranslation,itissometimesdifficulttofindtheexactpronunciationandmeaningofthewordsinthetargetlanguageexactlycorrespondingtotheoriginaltrademarklanguage.Therefore,itisnecessarytocombinethepronunciationorpartialmeaningoftheoriginaltrademark,fullyutilizethetranslator’simaginationandcreativity,andchoosewordsthathavebeautifulmeaningsthataresimilartotheoriginaltrademarkpronunciation.Thisiscalledphonic-meaningtranslation.Thetrademarknametranslatedbymeansofphoneticsignificationcanpromotetheproductvividlythroughcarefullyselectedwordsandwordcombinations,whichisconducivetothememoryofconsumers.Especiallyinthecaseofambiguityorevenmisunderstandingcausedbyliteraltranslation,thecombinationofsoundandmeaningisagoodwaytotranslateChinesetrademarksintoEnglish,althoughcompleteequivalenttranslationisverydifficult.Thecombinationofsoundandmeaningisonlytofindwordsinthetargetlanguagewiththesameorsimilarpronunciationasinthesourcelanguage.Thecharacteristicsoftheproductcannotbeseenfromtheliteraltranslation,norcanitbeunderstoodintheliteralsense.Thetranslationonlyrepresentstheproductrepresentedbytheoriginaltrademark.Forexample,theEnglishtranslationof“回力”sneakeris“Warrior”.Warrior’spronunciationisnotonlysimilarto“回力”,butalsosimilarinmeaning.“Warrior”meansasoldier,givingpeopleasenseofstrength,whichisconsistentwiththeChinesenameof“回力”.Anotherexampleis“雅戈尔”,whichistranslatedinto“Youngor”,withsimilarpronunciationandmeaningofyouth,whichmakesbuyersfeelyoungwhenwearingthissuit.Sothesetwotranslationsareverysuccessful.3.2PrinciplesofTranslatingChineseTrademarksintoEnglishInfact,theEnglishtranslationofChinesetrademarksisakindofcross-culturalcommunication,involvinglanguagerules,culturalpsychology,aestheticvalueandotherfactors.Forexample,mostofthetrademarkssoldinourdomesticmarketareChinesecommoditynames,whilethosesoldinforeignmarketsareEnglishcommoditynames.Forexample,althoughsomefamoustrademarksinChinesehistoryhavebeentranslatedintoEnglish,itisdifficultforthesetrademarkstobeacceptedbyoverseasconsumersduetoinsufficientconsiderationofthelanguage,culturalbackgroundandhistoricalbackground.Therefore,asuccessfulEnglishtranslationoftrademarksshouldnotonlyretaintheessenceoftheoriginaltext,keepthesamelevelwiththeoriginaltext,butalsomeetthepsychologicalneedsofconsumersfortrademarks.WealsoneedtopayattentiontotheculturaldifferencesbetweenChineseandEnglish,whichrequiretranslatorstofollowcertainprinciplesinthetranslationprocess.3.2.1PrincipleofSimplePronunciationandMemorizationFortranslatingtrademarks,aslongastheyareconcise,easytounderstand,andeasytoremember,theycanresonatewithconsumersandleaveadeepimpressiononthem.Therefore,thetransliteratedChinesetrademarkisusuallynomorethanfourcharacters.Iftheoriginalforeignlanguagetrademarkismorethanfoursyllables,someoftheweaksoundsshouldbeomitted.InEnglish,therearesomewordswithconsonantaffixes,whichmaynothavemanysyllables,anditisverysimpletopronounceintheoriginallanguage.However,everypronunciationistranslatedout,anditwillappearlengthyandstiffinChinese,soitshouldbedeletedasappropriate.Asfaraspossible,trademarktranslationshouldbeconciseandeasytounderstand,withoutrarewords.Itwouldbebetterifthereisacertainbeautyofrhythm,soastocombinerhythmandcharmwitheachother,soastoleaveadeepimpressiononconsumers.Forexample,someexamplesinourdailylife,suchas格力--Gree,美的--Mideaand康佳--Konka,arenotonlysimpleandclear,butalsomakeiteasyforconsumerstounderstandthemeaningofthetrademark,soastobetterdisplaythevalueofthetrademarkandshowtheartisticsenseofthetrademark.3.2.2PrincipleofPresentingCulturalCharacteristicsInthesuccessfultranslationoftrademarksintoEnglish,translatorsgenerallygraspthecommoncoreofEnglishandChineselanguagesandcultures,payattentiontothecharacteristicsofdifferentlanguagesandnationalculturesfromtheperspectiveoflinguisticculturologyandsocialpragmatics,discriminateaccordingtolocalconditions,anduseappropriatetranslationskillstopreservetheculturalcharacteristicsoforiginaltrademarkstothegreatestextent,soastoobtainagoodtranslation.TranslationtheoristEugeneNidanotedfortrulysuccessfultranslation,familiaritywithtwoculturesisevenmoreimportantthanmasteryoftwolanguages,becausewordshavemeaningonlyintheculturalcontextinwhichtheyareused.Thisrequiresthetranslatortounderstandtheforeignculturewhilebeingfamiliarwiththedomesticculture,andtofindtheconnectionbetweenthetwoculturesintranslationpractice,soastomaximizethepreservationoftheoriginalflavorinthetranslation.Thetranslationoftrademarkwordsisactuallyaspecialformofcommunicationbetweendifferentculturesinbusiness.Therefore,intrademarktranslation,thetranslatormustfollowtheprincipleofculturaladaptability.Thetranslatednameshouldberootedinthesourcetrademarkwords,butnotconfinedtothesourcetrademarkwords.Itcannotonlypromotesalestothegreatestextent,butalsoplayaroleinintroducingandspreadingculture.3.2.3PrincipleofComplyingwithMassConsumerPsychologyTrademarkisanimportantwaytocarryoutpublicpublicity,isalsoakeymeasureofenterpriseproductpromotion,andisanimportantsocialandculturalphenomenon.Intheprocessoftrademarkformulation,enterprisesmusttakesocialandculturalhabitsintoaccountandformulatetrademarknamesconsistentwithmassconsumptionhabitsandculturalvalues.“Theinformationoftheproductincludesitsadvantages,performance,functions,etc.Bydirectlyorindirectlyconveyingtheseeffectiveinformationthroughtrademarkwords,consumerscanquicklyunderstandthecharacteristicsoftheproductandattractpotentialconsumers’perceptionoftheproduct.”[2]479Whenconsumerspurchasegoods,theynotonlypayattentiontotheinherentvalueandfunctionoftheproduct,butalsopayattentiontothesensorysensationthattheproductbringstothem.Theadditionalemotionalfactorsoftheseproductswilleitherbringwarmthtotheheartsofconsumers,orbringvisualimpacttoconsumers,leavingadeepimpression,andguideconsumerstopaymoreattentiontotherelevantinformationofthisproduct.Undoubtedly,thispracticehasbroughtgreatpossibilitiesforconsumerstobuythisproduct.Ifatrademarkofacommoditypaysattentiontoconveyingfeelingsintheprocessoftranslation,itconveysanemotionalexperiencetoconsumers,stimulatesconsumers’desiretobuy,andurgesconsumerstoputtheirdesireintopractice.Agoodtrademarktranslationhasahugeimpactonconsumerpsychology.Intrademarktranslation,translatorsshouldcomplywiththeconsumerpsychology,choosepleasingwords,givepeopleagoodmentalreflectionandvisualeffect,soastoachievegoodpromotionpurposes.

ChapterFourPoints

for

Attention

inEnglishTranslationofTrademarksIntheprocessoftrademarktranslation,weshouldpayattentiontothefollowingissues:Asaspecialcommodity,atrademarkcanonlyberegisteredasatrademarkifitconformstothelegalprovisionsintermsofname,packaging,etc.Differentproductshavedifferentrequirementsfortrademarks,andweneedtoaccuratelygrasptheproductpositioning,suchasfood,medicineandothercommoditiesthatrequireuniquepersonalityandeasyidentification;clothing,toysandothercommoditiesarerequiredtobesimpleandeasytoremember.Weshouldnotonlyreflecttheproductcharacteristics,butalsoconsiderthepsychologicalimpactoftrademarksonconsumerstoavoidmisunderstandingorconfusionamongconsumers.Thechoiceanduseoftranslatednamesintrademarktranslationshouldbeverycareful,neithertoosimpleandstraightforward,nortooobscureortooweirdandcomplex;itshouldnotonlyconformtothecharacteristicsofgoods,butalsoconsiderthepsychologyofconsumers.Itneedstopayattentiontoculturaldifferencesindifferentcountriesandregions.Whentranslatingtrademarks,weshouldalsotakeintoaccounttheobjectiverealityofcommodityandculturaldifferences.Weshouldnotonlyfollowthebasiclawsoflanguageandnationalregulations,butalsotrytoavoidsomeculturaltaboosandnationalemotionalfactors.4.1DifferencesinCulturalBackgroundPayattentiontodifferencesinculturalbackground.Languageandculturedependonandinfluenceeachother.Languageisthecarrierofculture,andculturerestrictslanguage.Therefore,whentranslatingChinesetrademarksintoEnglish,itisimportanttopayattentiontothedifferencesinlanguageandculturalconnotationsbetweentheChineseandEnglishsides.Otherwise,theEnglishtranslationoftrademarksislikelytocauseresentmentorevenrejectionfromforeigners,whichwillgreatlyaffecttheoverseassalesofexportedproducts.Forexample,inChinesetraditionalculture,“dragon”representsnobilityandauspiciousness.But“dragon”isasymbolofevilintheeyesofWesterners.IftheChinesetrademarkwiththeword“龙”istranslatedintodr