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进口葡萄酒如何在翻译中创造价值(How do imported wines create value in translation)
进口葡萄酒如何在翻译中创造价值(How do imported wines create value in translation)
Introduction: in the world of translation is saying: good work is lost in translation.
In recent two years, along with the domestic Wine (Wine special:
At present, in the domestic and imported wine market, there have been some familiar grape varieties, such as CHARDONNAY, has been translated as Chardonnay, Sataungne, summer, summer piers duonai; MERLOT, translated as Melo, Merlot, Miller, Mei Lu, Merlot grape king; the name CABERNET SAUVIGNON, translated as Cabernet Sauvignon and Cabernet, Su Weiweng, Su Weinong and so on. As for Wine imported brands, the domestic consumer awareness is relatively high in the United States, a number of works (OPUS ONE), France (LAFITE), Lafite Custer, Australia Benfu (PENFOLDS) etc..
I have witnessed a joke, a friend to the office, picked up a bottle of American California SOUTHERN POINT brand MERLOT Wine, was surprised to ask why there will be Wine velvet? Laugh. This is another way of saying that the Wine cultural dissemination and consumer education has a long way to go.
Then, in the two kinds of transliteration and free translation, and how to import Wine in translation to create value?
The following is the author personally involved into the China market Wine imported brands, now the interesting process and marketing experience are summarized as follows, and peer sharing.
1, murder Castle (SOUTHERN POINT). That sounds scary, such Wine who dare to drink ah, ah. Originally, this is the United States Wine group under the name of a SOUTHERN POINT brand Wine first direct homonym. Can be said that if the direct transliteration as a trademark, it can be like the original British poison terrorist marketing cosmetics as quickly won the market attention, but usually want to do for a long-term brand is still unwilling to take the risk. While the direct translation is south, a short period of time did not find a better explanation for the Livermore valley of California (Live
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