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trademarktranslation商标翻译.ppt

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trademarktranslation商标翻译

The American Marketing Association defines a brand as a name, term, design, symbol, or any other feature that identifies one sellers good or service as distinct from those of other sellers. A brand may identify one item, a family of items, or all items of that seller. 一、 transliteration (音译法) ? means translate the brand names according to their pronunciation. Swarovski 施华骆世奇 Mazda” as “马自达” “Sony” as “索尼” “Adidas” as “阿迪达斯 “Rolex” as “劳力士” “Haaggen-das” as 哈根达斯 二、 literal translation(意译法) 1、 ?means directly translate the literal meanings of the brand. The advantage is that it conveys the original information of the product. Orient:“东方”牌手表(日本) Beetle:“甲壳虫”汽车(德国) Apple:“苹果”计算机(美国) But literal translation is not always feasible for translating brand names in common word. When the two culture conflicts with each other, translators should alter their ways of translating flexibly(灵活). 三、free translation means translating brand names neither phonetically nor literally.. Goldlion(金利来men’s clothes): if “Goldlion” is translated into “金狮”, it has a homophonic(同音异义) one as “金失”. That is the taboo of factory. They believe that if they use the translated name, the product never be sold well in China. But “金利来”is a lucky name. It has already been familiar and loved by consumers 四、 Combing transliteration and free translation most widely used method in brand name translation primary advantage :connecting the exotic style of pronunciation with the favorable association perfectly. 狗不理包子 as Go believe Johnson as 强生 Pampers as 帮宝适 In the translation of brand names, some common mistakes are also pointed out. Welcome my partner, she will explain it thanks * * *

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