On Brand Name Translation论商标的翻译.docx

PAGE  PAGE 15 Ⅰ.Introduction The human society has entered the 21st century. The international trade is developing fast. The national boundary concept desalinates gradually, when the scale of the commercial cooperation and the commodity import and export expand unceasingly. Import and export product in foreign land whether can develop the market and seize the market successfully; the brand name translation is playing the pivotal role, besides medium advertisement. The commodity brand name is similar to human's name. The translated brand name is the second name of commodity in other country, its importance is self-evident. Ⅱ．The Principles of Brand Name Translation A successful brand name translation both must retain the original text the essence, has with the original text same level effect, and must conform to consumer's brand name psychology simultaneously, but also must give dual attention to the cultural difference of English and Chinese. A. The Advertising Nature of Brand Name Translation The translated brand name must conform to the product’s nature and the characteristic, manifests the localization concept in the original text, plays role which informs widely. At the same time, the translated name should conform to the commodity characteristic, succinct novel, the pronunciation is sweet. It is advantageous to spell, read, write and remember, and easy to cause the consumer to produce the good association and impression about the commodity. For example, “Dynasty” the English trademark of “皇朝葡萄酒”, let us cannot help associating the old mystical orient country, so we have deep image of the good aged wine. “Forever” is the trademark of “永久自行车”. It tally with the advertisement “经久耐用，直到永远”of the bicycle completely. “飞鸽自行车” was translated “Flying Pigeon”. “Pigeon” is the symbol of peace and “flying” makes the character of the bicycle vivid. “蜂花化妆品”is translated into “Bee & Flower”. We may feel comfortable and fragrant after we use it. The translated names a