On the Translation of Brand and Advertisement.docVIP

On the Translation of Brand and Advertisement 　　【Abstract】The essay is to discuss some of the basic characteristics by concentrating on the translation of brand, slogan and body regarding the cultural, psychological and conceptual elements in the process. 　　【Key words】Translation；Brand；Slogan 　　Ⅰ.Brand 　　Brand,in business,means a kind of mark consisting of words,which is used to discriminate one product or service from other similar ones.Since the main purpose of an advertisement is to persuade people to buy a special product or to try a special service,the translation of the brand is of the greatest importance. In order to translate a brand well,three steps should be taken into consideration: 　　A.Make clear the meaning of the brand in its original language. 　　Although most translators are native speakers of the original language of the brand,it is still worth spending time studying the meaning of the brand. For example: 　　For the same reason,the brand“玉兔”is translated as“Moon Rabbit”but not“Jade Rabbit”.For“玉兔”,in ancient Chinese myth,resembles the rabbit living in the moon palace as the companion of Changer, the deity of the moon.However,if it is translated as“Jade Rabbit”,foreign consumers will be apt to mistake the product for a rabbit made of jade. 　　B.Pay attention to the influential factors. 　　Since translation is a kind of cross-cultural communication, the ideal way to do it is to convey as much information as possible from the original language to the target one.Therefore,translators should try their best to keep the translation similar to the original brand on terms of both rhythm and meaning.Here the best translation may be that of “Coca-Cola.Despite of its original meaning-simply a combination of two kinds of plants,the brand is translated as “可口可乐”,which keeps the same rhythm while telling its consumers that the product is a kind of drink, or at least an edible thing, and it will bring you joy and happiness.Because of the successful translation whi