Analysis Paper on Translation Methods of Trademarks

Analysis paper on translation methods of trademarks

[Abstract] Trademarks are an important way to promote products. How to translate word trademarks so that product trademarks are consistent with the national culture has become an enterprise preparation issues of concern. This article summarizes the Chinese-English translation of word trademarks, aiming to analyze the translation methods in order to improve the artistry of trademark translation.

[Keywords] Trademark transliteration method, free translation method and translation method

In a modern society with the rapid development of commodity economy, trademarks are an important way to promote products. First of all, in the era of economic globalization, how to translate word trademarks and make product trademarks consistent with domestic culture has become a matter of great concern to enterprises. This article summarizes the translation methods of word trademarks, aiming to analyze the translation methods to improve the artistry of trademark translation.

1. Transliteration method

Transliteration method is a translation method that translates the sounds in the original language trademark into the target language with similar or identical pronunciation. It is characterized by fast and simple translation. It can show the exotic characteristics of the product and conform to the public's pursuit of foreign brands. This kind of translation can be divided into two types: pure transliteration and harmonious transliteration. 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 Nokia (mobile phone), Sony (color TV), Jeanswest (Western cowboy), and Yamaha. Ford, Audi, BUICK and other cars; clothing trademarks such as Pierre Cardin.

The homophonic translation method is also called the homophonic pun method, which means that the cultural orientations of different countries are fully considered when translating, and some words with national characteristics that can arouse consumers' associations are selected. Of course, these are based on similar pronunciation. Translation activities for the premise. Usually when translating, words with loud pronunciation and beautiful artistic conception are chosen to express. Because most of the cosmetics brands are targeted at women, they are particularly distinctive in the choice of artistic conception. For example, the well-known L'Oreal, Arche is translated as "Yaqian", and Pantene is translated as "Pantene". They not only retain the sonority of the original syllables, but also The use of Chinese characters such as "Qian" and "Ting" to express the beauty of women highlights the product characteristics of cosmetics. The homophonic translation is often applied to pesticides developed abroad, such as: Decis, Ordram, Saturn, Sumisadin, etc.

2. Literal translation method

Literal translation method is actually a kind of equivalent translation, that is, the trademark is directly translated according to the meaning of the word, and the form and content of the target language of the translation and the original language of the original text are expressed Often the same. This is also a widely used method. This kind of translation can allow consumers to better understand the meaning of the original trademark, and even trigger associations to generate interest and goodwill, which is beneficial to the sales of goods. For example, "Jaguar" (sedan) - fast, like a Jaguar; "Pony" (sedan) - small and fast; "Pioneer" (audio) Pioneer - a pioneer in the audio industry. The car Crown is translated as "Crown", which implies the dignity of the car. If it is transliterated as "Crown", the feeling is very different.

3. Free translation method

Free translation method is a translation method that focuses on the content of the original text without maintaining the form of the original text. It is also called the explanatory interpretation method. Its characteristic is that it focuses on expressing the utility and performance of the product more accurately and vividly, and sometimes it is also full of appeal, triggering associations, and leaving a deep impression on consumers. For example, the drink Sprite was originally the name of a child promoted in a "Coca-Cola" advertisement, and was later expanded into a new brand. If the transliteration "Spright" is used, the product characteristics cannot be clearly defined, or the literal translation is "little goblin, naughty ghost", which is obviously inappropriate. When the drink first appeared in the Hong Kong market, it was named "Shi Bili" based on its homophonic pronunciation according to the convention of Hong Kong and Macao to obtain auspiciousness. However, the actual sales situation was not good. Later translated as "Sprite" in Chinese, it gives people the impression of being cold and quenching thirst, which fully expresses the characteristics of the product, and the product is subsequently accepted by consumers.

Another example is shampoo Rejoice, whose literal translation is "happy" and free translation is "rejoicing", which means the hair is elegant and supple. It can not only fully display the characteristics and quality of the product, but also leave a good psychological aftertaste to consumers.

IV. Concurrent translation method

Concurrent translation method, or segmented translation method, is a method of translating the original trademark name into different Chinese according to words or syllables. For example, the first part is literal translation and the second part is transliteration, or the second part is literal translation and the first part is transliteration, etc. Its characteristic is the flexible use of pronunciation and culture, which is more conducive to the combination of product names and culture. This method can more flexibly and deeply explore the cultural background of the target language country, fully express the characteristics and effectiveness of the product, and thus be more conducive to inducing consumption. For example: the literal translation of Goldlion should be "Golden Lion", which originally means a good thing, but according to the homophony, it means "Gold Loss" in Cantonese, which is really unlucky and naturally unpopular. Mr. Zeng Xianzi, the founder of the "Goldlion" trademark, racked his brains to change the name of "Goldlion", and finally the first part of "Gold" was literally translated as "金", and the second part of "lion" was homophoned as "利来". The combination of gold and profit makes the products more magnificent and meets people's desire for good fortune and pursuit of luxury, thus making "Goldlion" quickly become a well-known and resounding brand. Another example is the English trademark "KissMe" of Nissan lipstick, which literally translates to "kiss me" or "kiss me". This kind of translation is difficult to be accepted by the reserved Chinese people, so some people use homophony to translate it into "Qishimei". There are many comments in the translation community about this Chinese translation, and generally speaking, it is not very satisfactory, because the vivid and humorous semantics of the original text and the combination with the same cultural background are not expressed, but no one has come up with a translation that is recognized by everyone. Imagine if we use the simultaneous translation method to translate it into "Xi Shi" and use the homophone to translate "Me" as "美", that is, "Xi Shi Mei", it should be more easily accepted by the public.

A good trademark translation is a banner for promoting products. Some people compare product sales to a war. Trademarks are undoubtedly the vanguard and a banner for products. The translation of trademarks is not only a linguistic translation, but also a cultural translation. Therefore, only by accurately mastering the translation method of trademarks and paying attention to the integration with the culture of the target language country can we translate trademarks that meet the psychological needs of consumers and win the consumer market.

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