What are the translation methods for trademarks?

Trademarks are the unity of language and national culture. When translating trademarks from English to Chinese, various factors that affect the translation of English-Chinese trademarks should be fully considered, as well as the differences in language, culture and aesthetic taste between the English and Chinese nations. differences, using flexible and diverse methods, striving to have both sound and meaning, leaving a deep impression on consumers and stimulating their desire to purchase, thereby achieving the same promotional function as the original trademark. In actual operation, on the basis of adhering to some basic principles of English-Chinese translation, transliteration, free translation, phonetic and meaning translation, word addition and phonetic subtraction can be adopted according to specific circumstances.

(1) Transliteration method

The transliteration method, that is, the translation method that translates the sounds in the original language trademark into the target language with similar or identical pronunciation, can be divided into pure transliteration method and harmonious There are two transliteration methods. The pure transliteration method is also called the direct transliteration method, that is, based on the pronunciation of foreign trademark words, Chinese characters with the same or similar pronunciation are selected and combined together. These phrases often have no meaning in Chinese. The pure transliteration method retains the phonological beauty and calling function of the original trademark, such as Motorola (mobile phone), Sony (color TV), and Kodak (film). The homophonic translation method is also called the homophonic pun method, which means selecting homophonic words or phrases that can arouse good associations among Chinese consumers during translation. Because Chinese characters have many homophones, you can freely choose words with loud pronunciation and beautiful artistic conception when translating. Arche is translated as "Ya Qian" and Pantene is translated as "Panting", which not only retains the sonority of the original syllables, but also uses beautiful Chinese characters such as "Qian" and "婷" to express women, which highlights the product characteristics of cosmetics.

(2) Free translation method

Free translation method is a translation method that translates the actual meaning of the word in the original language trademark into a target language with the same or similar meaning. "Free translation" here is different from "free translation" which is opposite to "literal translation". The free translation of a trademark only expresses the meaning of the original trademark in the translated language, including literal translation and innovative translation. Literal translation refers to a translation method that directly conveys the meaning of the original text. This method is faithful to the meaning of the original trademark, but is often limited to trademarks that have elegant connotations in both the original language and the target language. For example, the English trademark Blue Bird (car name) refers to the fairy tale play Blue Bird, which won the Nobel Prize for Literature. The Blue Bird in the play symbolizes happiness. The Chinese translation of "Blue Bird" has inspired Chinese consumers' beautiful associations. "Blue Bird" means "Blue Bird". Consumers will quickly think of a poem by Li Shangyin of the Tang Dynasty: "There is no way to get to Pengshan, and the blue bird is diligent to visit." The blue bird is the messenger of Penglai fairyland, so the translation of "blue bird" is a literal translation.

(3) Translation method of both sound and meaning

The method of simultaneous translation of sound and meaning means that some trademark words are translated into free form and some trademark words are transliterated. This translation method is based on the pronunciation of the original trademark, and finds words in the target language that have the same or similar pronunciation as the original text while reflecting certain characteristics of the product. For example, Simmons is translated as "Simmons". Not only is the sound similar to the original text, but "Simmons" reminds people of sweet dreams. Or translate part of the meaning of the original trademark and add a transliteration. For example: Goldlion literally means "Golden Lion", but it is translated as "Golden Lilai". In addition to representing a certain product, a trademark word that takes into account both sound and meaning translation also has a certain meaning, that is, it reminds people of the characteristics of the product. The most recognized example of translation that balances both sound and meaning is Coca Ccla's Chinese translation of "Coca-Cola", which has the same pronunciation as the original text and also reflects the characteristics of the product. One look at "Coca-Cola" and you will know that it is for people to quote or eat. In addition, "Coca-Cola" has a very good association with people.

(4) Sound reduction method

Sound reduction method is a translation method that deletes overly long sounds in English trademarks. When English trademarks are translated into Chinese, they are often in the form of two or three characters. The two-syllable syllables are in line with the aesthetic habits of the Chinese people and the development trend of the times. Three-character trademarks mostly originate from traditional Chinese time-honored brands, such as "Tongrentang" and "Quanjude". ", etc. Therefore, it is necessary to delete the too long sounds in the English trademark. The Chinese translation can reduce the multi-syllables of the original name to a two-character or three-character trademark. For example, the old transliteration of McDonald's is "McDonald's", which is not as good as the syllables. The latter "McDonald's" is catchy.

(5) The word-adding method

The word-adding method means that after translating the main syllables, a self-translation method that is consistent with the characteristics of the product is added. After translating the main syllables of the original name, you can add words that match the characteristics of the product or key meaning as needed to highlight the promotional nature of the product and attract consumers. One principle for adding words is that the added words should be commensurate with the original trademark in meaning and tone. Otherwise, it will be superfluous and inappropriate. For example: Colgate is translated as "Colgate", the word "jie" reflects the cleaning effect of toothpaste, Pepsi is translated as "Pepsi-Cola", etc. These are all translations of trademarks that use the word augmentation method.

From this point of view, although the trademark language is concise, it is very difficult to translate. Only by being good at figuring out consumers' consumption psychology, respecting national habits, and appropriately using various methods and techniques of trademark translation can translated trademarks take the lead in the commercial war, thereby guiding and promoting consumption. A good product with a catchy name is the icing on the cake. Good trademark translation embodies the perfect combination of translation technology and aesthetic art, and can also bring good product effects.