英语论文英文商标名汉化中的跨文化差异..docVIP

Inter-cultural Differences on English Trademark’s Naming Methods in Chinese Ⅰ. Introduction In order to obtain the international market, almost every successful enterprise concentrates on creating and strengthening its brands image and products image. They transform varied enterprises factors into simple symbols--trademarks. It is said Name is the game. A good trademark naming is the permanent spiritual wealth for both enterprise and its product. In the inter-cultural transmission, it will lead to customers repulsion if the trademarks features can not keep consonant with the target markets, and the local marketing will fail latterly. A good and accurate translation of a foreign brand helps a lot in building its image and reputation locally. Take Coca-Cola as an example, when it entered into Chinese market with a name 口渴口蜡, customers imagined it was tasteless and had a repulsion about it. Coca-Cola Company offered a reward to look for a better Chinese name for its product, so came the name可口可乐, which combines unified pronunciation and glorious connotation, the customers certainly have a good impression about it. Another example, American EXXON Company is the developed name of New Jersey ESSO Company, in order to unify its name and symbol all over America and other countries, they mobilized professors in philology, psychology, sociology and other fields, surveyed about over 55 languages, had interviews with more than 7000 persons, consulted from telephone over 15000 times, thereby created 10000 names through computer, and then eliminate through selection till left 8 names. Then the 8 names needed to be searched by about 100 kinds of languages in order to assure avoiding misunderstanding. After costing 1 billion dollars in 6 years, they finally confirmed the trademark “EXXON”, and set up the most expensive renaming case. Obviously, a successful trademark is very important to an enterprise. Since trademarks contain cultural connotation, designers need to keep developin