1、I（20_届）本科毕业设计英语从文化适应性看商标的翻译ONCUTURALCOMPATIBILITYOFBRANDNAMETRANSLATIONII内容摘要本文首先介绍了商标的相关概念,包括商标的定义、功能及商标翻译与文化的关系。进而从文化适应性的三个原则，即准确的文化意义的把握，良好的读者接受，适境的审美判断，探讨了在跨文化交际的背景下，文化适应性是翻译价值观论的必不可少的组成部分。在文化适应性的过程中，应充分考虑到目标语在其语境中存在的语义、思维方式、地域环境等的差异及消费者审美标准和审美期待的差异。成功的商标翻译都是对各种语境因素做出适当的文化适应的结果。商标翻译的良莠直接影响着消费者的接
2、受意向，影响着产品的销量。关键词商标翻译；文化适应性；适应IIIABSTRACTFIRSTLY,THISPAPERBEGINSWITHDEFINITION，FUNCTIONSOFBRANDNAMESASWELLASTHERELATIONSHIPBETWEENCULTUREANDBRANDNAMETRANSLATIONTHEN,BYMAKINGANINTENSIVESTUDYOFTHREEPRINCIPLESOFCULTURALCOMPATIBILITYINBRANDNAMETRANSLATION,THENEXTPARTWILLBEINTRODUCEDFROMTHEFOLLOWINGASPECT
3、S,GOODCOMPREHENSIONOFCULTURAL,GOODREADERRECEPTION,GOODAESTHETICJUDGMENTWESHOULDCONSIDERTHEDIFFERENCEOFSEMANTIC,REGIONS,AESTHETICSTANDARDANDAESTHETICEXPECTINBRANDNAMETRANSLATIONWELLTRANSLATEDBRANDNAMESCANNOTONLYDETERMINETHECONSUMPTIONINTENTION,BUTALSOSTIMULATETHEPRODUCTSALESKEYWORDSBRANDNAMETRANSLATI
4、ONTHETHEORYOFCULTURALCOMPATIBILITYCOMPATIBILITYIVCONTENTABSTRACTIII1INTRODUCTION111RESEARCHSIGNIFICANCE112LITERATUREREVIEW113RESEARCHOBJECTIVE22THERELATIONSHIPBETWEENBRANDNAMEANDCULTURE221AGENERALUNDERSTANDINGOFTHEBRANDNAME2211THEDEFINATIONOFBRANDNAME2212THEFUNCTIONOFBRANDNAME322THEROLEOFCULTUREINBR
5、ANDNAMETRANSLATION43THREEPRINCIPLESOFCULTURALCOMPATIBILITYINBRANDNAMETRANSLATION531GOODCOMPREHENSIONOFCULTURALMEANING5311THEDIFFERENCEOFSEMANTICINBRANDNAMETRANSLATION6312THEDIFFERENTWAYSOFTHINKINGINBRANDNAMETRANSLATION632GOODREADERRECEPTION7321THEDIFFERENCEOFREGIONSINBRANDNAMETRANSLATION8322THEDIFFE
6、RENCEOFSOCIALRELATIONSHIPSINBRANDNAMETRANSLATION833GOODAESTHETICJUDGMENT9331THEDIFFERENCEOFAESTHETICSTANDARD9332THEDIFFERENCEOFAESTHETICEXPECT10CONCLUSION10BIBLIOGRAPHY12ACKNOWLEDGEMENTS1311INTRODUCTIONALONGWITHTHEDEVELOPMENTOFGLOBALIZATION,MOREANDMORECOMPANIESEXPLORINGTHEIRINTERNATIONALBUSINESSAREC
7、ONCERNINGABOUTHOWTOPROMOTETHEIRPRODUCTSEFFICIENTLYBRANDNAME,ANYVISIBLESIGNORDEVICEUSEDBYABUSINESSENTERPRISETOIDENTIFYITSGOODSANDDISTINGUISHTHEMFROMTHOSEMADEORCARRIEDBYOTHERS,PLAYINGAVITALROLEININTERNATIONALBUSINESSBEINGDIFFERENTFROMOTHERKINDSOFTRANSLATION,BRANDNAMETRANSLATIONISANINTERCULTURALCOMMUNI
8、CATION,WHICHREQUIRESTHETRANSLATORSTOTAKECULTURALDIFFERENCESINTOCONSIDERATIONANDITISIMPORTANTTOENSURETHATTHETRANSLATEDBRANDNAMEISNOTONLYACCURATE,BUTALSOINCONFORMITYWITHTHECULTUREOFTHEDESIGNATEDMARKETCONSEQUENTLY,HOWTOTRANSLATEBRANDNAMEBETWEENORIGINALCOUNTRYANDTARGETCOUNTRYBECOMESANURGENTISSUE11RESEAR
9、CHSIGNIFICANCEBRANDNAME,ADISTINCTIVESIGN,MAYBEWORDSORGROUPSOFWORDS,LETTERS,NUMERALS,COLORCOMBINATIONSWITHSIGNSDIFFERENTCOUNTRIESHAVEDIFFERENTCULTURES,INCLUDINGSEMANTIC,REGIONS,RELIGIOUSBELIEFS,AESTHETICSTANDARDANDAESTHETICEXPECT,WHICHCANHAVEGREATIMPACTSONTHETRANSLATIONOFABRANDNAMEABRANDNAMESHOULDAVO
10、IDUNPLEASANTCONNECTIONTHATMAYOFFENDCUSTOMERSASMUCHASPOSSIBLEWELLTRANSLATEDBRANDNAMESCANNOTONLYSTIMULATETHECONSUMPTIONDESIRE,BUTALSOPROMOTETHEPRODUCTSALESSOITISOFGREATESSENTIALTOSTUDYTHEBRANDNAMETRANSLATION12LITERATUREREVIEWINRECENTYEARS,BRANDNAMETRANSLATIONHASBEENINVESTIGATEDINVARIOUSPERSPECTIVESRES
11、EARCHESSUCHASZHUYAJUN2003,WUHANJIANGANDCAOWEI2005BROUGHTFORWARDSEVERALEFFECTIVEPRINCIPLESFORBRANDNAMETRANSLATIONTHEYTHOUGHTTHATBRANDNAMETRANSLATIONSHOULDFIRSTCONSIDERTHECONTEXTUALCORRELATIONOFTHETARGETLANGUAGEANDMAKEPROPERADAPTATIONTOITHOWEVER,CULTURALCOMPATIBILITY,WHICHLIUMIQINGPOINTEDOUTINHISBOOKT
12、REATISEONCULTURALTRANSLATION2005,ISONEOFEFFECTIVEPRINCIPLESTOELIMINATECULTURALDIFFERENCESINBRANDNAMETRANSLATIONHEALSOSTATEDTHAT“CULTURALCOMPATIBILITY”NEITHERMEANSTOLETTHEORIGINALLANGUAGECULTUREADAPTTOTHETARGETLANGUAGECULTURE,NORMEANSLETTHETARGETLANGUAGECULTUREADAPTTOTHEORIGINALLANGUAGECULTURETHEFINA
13、LINTENTIONOFTRANSLATIONPRINCIPLESISVERYPOSITIVEANDADVISABLE213RESEARCHOBJECTIVETHISRESEARCHEMPLOYSTHETHEORYOFCULTURALCOMPATIBILITYBYMAKINGANINTENSIVESTUDYOFRELATIONSHIPBETWEENCULTUREANDBRANDNAMETRANSLATION,WECANFINDMANYDIFFERENCESTHISSTUDYAIMSATCOMBININGTHETHEORYOFCULTURALCOMPATIBILITYINTOTHEBRANDNA
14、METRANSLATIONASCULTURALCOMPATIBILITYISANESSENTIALCOMPONENTOFTRANSLATIONRESEARCH,THEINTERPRETERSNEEDTOCONSIDERCULTURALDIFFERENCESBETWEENSOURCELANGUAGEANDTARGETLANGUAGETHISTHESISWILLDISCUSSHOWTOAVOIDMISUNDERSTANDINGSBYUSINGTHETHREEPRINCIPLESOFCULTURALCOMPATIBILITY2THERELATIONSHIPBETWEENBRANDNAMEANDCUL
15、TUREDIFFERENTCOUNTRIESHAVEDIFFERENTCULTURES,INCLUDINGREGIONS,RELIGIOUSBELIEFS,AESTHETICSTANDARDANDAESTHETICEXPECT,WHICHCANHAVEGREATIMPACTSONTHETRANSLATIONOFABRANDNAME21AGENERALUNDERSTANDINGOFTHEBRANDNAMESINCECHINABEGANTOADOPTTHEPOLICYOFREFORMANDOPENINGUPINTHELATE1970S,ANDESPECIALLYSINCECHINABEGANTOI
16、MPLEMENTMARKETORIENTEDECONOMY,CHINESEPEOPLEHAVEBECOMEMOREANDMORECONSCIOUSOFTHEIMPORTANCEOFBRANDNAMESCUSTOMERSCOULDFINDBRANDNAMEEVERYWHERE,ONTV,SIGNBOARDS,NEWSPAPERS,ETCTHEYDISTINGUISHCOMMODITIESACCORDINGTOBRANDNAME,WHICHCOULDGIVETHEMDIRECTINFORMATIONTHENAMESGIVENTOPRODUCTSALSOCOMEINMANYDIFFERENTFORM
17、SBRANDNAMESCANBEBASEDONPEOPLEEGCASIO,JORDANSPORTSSHOES,ANDBENZCARS,PLACESNIPPONPINT,ANIMALSANDBIRDSDOVE,OROTHERSEGSHAMPOO,SHANGRILA,ANDAPPLECOMPUTERS211THEDEFINATIONOFBRANDNAMETHEWORD“BRAND”ISDERIVEDFROMTHEOLDNORSEWORD“BRAND”,WHICHMEANS“TOBURN”ACCORDINGTOTHEAMERICANMARKETINGASSOCIATION,ABRANDISA“NAM
18、E,TERM,SYMBOL,DESIGNORACOMBINATIONOFTHEMINTENDEDTOIDENTIFYTHEGOODSANDSERVICESOFONESELLERORGROUPOFSELLERSANDTODIFFERENTIATETHEMFROMTHOSEOFCOMPETITION”THEBRANDNAME“ASYNTHESISOFALLTHESEELEMENTS,PHYSICAL,AESTHETIC,RATIONALANDEMOTIONALANDCULTURAL,WHICH3ISAPERCEPTION,CREATEDINTHEMINDOFCONSUMERSWHOASCRIBEB
19、ELIEFSANDVALUESTOTHEPRODUCTTHEBRANDNAMEISTHEPARTOFTHEBRANDTHATCANBEVOCALIZED”MURPHY,19873INTHEENCYCLOPEDIABRITANNICA,BRANDNAMEISDEFINEDASANYVISIBLESIGNORDEVICEUSEDBYABUSINESSENTERPRISETOIDENTIFYITSGOODSANDDISTINGUISHTHEMFROMTHOSEMADEORCARRIEDBYOTHERSTHEYMAYBEWORDSORGROUPSOFWORDS,LETTERS,NUMERALS,DEV
20、ICES,NAMES,THESHAPEOROTHERPRESENTATIONOFPRODUCTSORTHEIRPACKAGES,COLORCOMBINATIONSWITHSIGNS,COMBINATIONSOFCOLORS,ANDCOMBINATIONSOFANYOFTHEENUMERATEDSIGNSACCORDINGTOTHEABOVEDEFINITIONS,ITCANBECONCLUDEDTHATABRANDNAMEISTHEPARTOFABRANDWHICHCANBESPOKENOUT,INCLUDEDLETTERS,WORDSANDNUMBERSASABRANDNAMEISCONST
21、RUCTEDBYGRAPHICFORMSORNUMBERS,FROMTHEVIEWPOINTOFAMANUFACTURERORASELLER,ITISVISUALANDVERBALANDTOTHEPOTENTIALCONSUMERS,ITISVISIBLEANDAUDIBLETHEREFORE,ABRANDNAMECANBEDISSEMINATEDBYVISUALORVERBALMEANSANDAPPLIEDTOAVARIETYOFMEDIA,LIKETV,RADIO,NEWSPAPERS,MAGAZINESANDPOSTERS212THEFUNCTIONOFBRANDNAMEEACHPROD
22、UCTISFEATUREDBYITSUNIQUESPECIFICATION,QUALITYANDFUNCTIONBRANDNAME,ASANINTANGIBLEASSETOFACOMPANY,ISAMEANSTOINFORMTHECONSUMERSANDPERSUADETHEMTOBUYTHEPRODUCTABRANDNAMEISTHEBRIDGEBETWEENCUSTOMERSANDPRODUCTSAGOODBRANDNAMECANBRINGUNEXPECTEDADVANTAGESASAPPLE,LUX,ANDPAMPERSDO,WHILEANINFERIORBRANDNAMECANDEMO
23、LISHTHEBUSINESSNOWADAYS,BRANDMAYBEAKINDOFECONOMICSYMBOLMORETHANAMARKOFTHEPRODUCTORSERVICEBRANDNAMEISCOMPAREDTOTHEFACEOFAPRODUCTGENERALLY,ITPLAYSAVITALROLEININTERNATIONALBUSINESSTHEFUNCTIONSAREASFOLLOWFIRST,BRANDNAMESCANHELPCONSUMERSRECOGNIZETHEPRODUCTSCONSUMERSCANGETAGENERALIDEAOFAPRODUCTFROMITSBRAN
24、DNAMEAS“CHEF”,“9LIVES”THEFOODFORCATSROOTFROM“ACATHASNINELIVES”TOCONSUMERS,THEREAREALOTOFPRODUCTSFORTHEMTOCHOOSE,ESPECIALLYIDENTICALPRODUCTS,WHILEBRANDNAMECANHELPTHEMDISTINGUISHTHESEPRODUCTSFROMDIFFERENTQUALITIES,PRICESANDSERVICESBRANDNAMEALSOHELPSASSUREPURCHASERSTHATTHEYAREGETTINGCOMPARABLEQUALITYSE
25、COND,BRANDNAMESCANGIVECONSUMERSMUCHMOREINFORMATIONABOUTPRODUCTSASWEKNOW,BRANDNAMEITSELFHASAFUNCTIONOFADVERTISING,SOCONCISEBRANDSAREMORELIKELYTOIMPRESSCONSUMERSINOTHERWORDS,MOSTBRANDS,NOMATTERPICTORIALORWORDBRANDS,PROVIDINGINFORMATIONCONCERNINGPRODUCTSORSERVICES,SUCHASTHEPLACEOFPRODUCTS,THE4MATERIALU
26、SEDFORTHEPRODUCT,THEFUNCTIONOFTHEPRODUCTS,THENAMEOFTHEPRODUCERETCFOREXAMPLE,“PAMPERS”ACOMMODITYFORBABY,THECHINESEVERSION“帮宝适”IMPLIESMAKEBABYFEELCOMFORTABLEALLDAYTHISBRANDNAMEEXPRESSESTHEFUNCTIONOFPRODUCTSCLEARLYTHIRD,BRANDNAMESCANPROMOTEPRODUCERSLEGITIMATECOMPETITIONABRANDISTHEPRICELESSTREASUREOFANE
27、NTERPRISE,ESPECIALLYTHOSEFAMOUSBRANDS,SUCHASSONY,SAMSUNGANDSOONANUMBEROFCONSUMERSINCLINETOCHOOSEGOODREPUTATIONBRANDSSUCHASELECTRONICPRODUCTS,CONSUMERSAREMORELIKELYTOCHOOSESONYTHANOTHERBRANDSINORDERTOATTRACTCONSUMERSATTENTION,SOMEDEALERSIMITATETHOSEFAMOUSBRANDSORUSETHEMILLEGALLY,SUCHASSUNORIMITATESSU
28、POR,“康帅傅”IMITATES“康师傅”ETCUNDERTHISCIRCUMSTANCE,THEREGISTEREDBRANDSCANOBTAINPROTECTIONBYLAWFORTHEPRODUCTSORSERVICESANDALSOFORTHEPRODUCERORTHEPROVIDEROWNINGTHISBRANDFOURTH,BRANDNAMESCANSTIMULATECONSUMPTIONBRANDNAMESLIKEPERSONSNAMESASURVEYSTATEDTHATMOSTCONSUMERSCHOOSETHECOMMODITIESACCORDINGTOTHEBRANDST
29、HEYAREFAMILIARWITHHOWEVER，CHILDRENALWAYSCHOOSETHECOMMODITIESACCORDINGTOTHECOLORFULDESIGNSONTHEPACKAGESOMECONSUMERSCHOOSELINING,FORDANDJORDAN,FORTHESEBRANDNAMESAPPEALTOCONSUMERSADORATION22THEROLEOFCULTUREINBRANDNAMETRANSLATIONCHINESEANDENGLISHCULTURESAREQUITEDIFFERENTFROMEACHOTHER,WHICHAREINCLUDEDINT
30、HEIRRESPECTIVELANGUAGEANDEXPRESSEDTHROUGHEACHOFTHEIROWNLANGUAGESTHEREWOULDBENOLANGUAGEIFTHEREWERENOCULTURE,DIFFERENTLANGUAGESPRODUCEDIFFERENTCULTURESCULTUREANDLANGUAGEAREINDISPENSABLETOEACHOTHERHOWEVER,THEREARESTILLTWOPOINTSTOBEMADEFIRST,HOWLANGUAGESCONVEYMEANINGISRELATEDTOTHECULTURESECOND,THOUGHLAN
31、GUAGESCANCONVEYCONCEPTSFROMOTHERCULTURES,TRANSLATORSDONOTTENDTOREALIZETHEIRPERCEPTIONTHROUGHLANGUAGEIS,INFACT,BOUNDBYTHEIROWNCULTURE200486ANDHERESTEVENPINKERINTHELANGUAGEINSTINCTDOESAGREEFINALLY,CULTUREISGIVENITSDUE,BUTNOTASSOMEDISEMBODIEDGHOSTLYPROCESSOFFUNDAMENTALFORCEOFNATURECULTUREREFERSTOTHEPRO
32、CESSWHEREBYPARTICULARKINDSOFLEARNINGCONTAGIOUSLYSPREADFROMPERSONTOPERSONINACOMMUNITYANDMINDSBECOMECOORDINATEDINTOSHAREDPATTERNSEDWARDSAPIRQUOTEDITWIDELY“CULTUREISTHATCOMPLEXWHOLEWHICHINCLUDES5KNOWLEDGE,BELIEF,ART,MORALS,LAW,CUSTOMSANDANYOTHERCAPABILITIESANDHABITSACQUIREDBYMANASAMEMBEROFSOCIETY”ANDAS
33、FAMOUSAMERICANTRANSLATIONTHEORETICIANNIDA1993STATED“FORTRULYSUCCESSFULTRANSLATION,FAMILIARWITHTWOCULTURESEVENMOREIMPORTANTTHANMASTERYTWOLANGUAGES,FORTHEWORDSWILLMAKESENSEONLYINITSFUNCTIONOFCULTURALBACKGROUND”ASTRIKINGEXAMPLEOFHOWTHELANGUAGESYSTEMREFLECTSDIFFERENTREALITIESCOMESFROMBRANDNAMESELLINGTHE
34、SAMEPRODUCTTODIFFERENTCOUNTRIESISNOTSELLINGTOTHESAMEWORLDWITHDIFFERENTLABELSASATRANSLATOR,WESHOULDTAKECULTURALDIFFERENCESINTOCONSIDERATIONOTHERWISEWEWILLMISLEADCONSUMERSANDFAILININTERNATIONALBUSINESSTHEREFORE,WHENABRANDNAMEISTOBETRANSLATEDWESHOULDPAYMOREATTENTIONTOTARGETCULTURECULTUREMAINLYINCLUDESV
35、ERBALORNONVERBALBEHAVIOR,THINKINGWAYS,CUSTOMS,ANDAESTHETICVALUEANDSOONFOREXAMPLE,INCHINESECULTURE,“DRAGON”ISASYMBOLOFROYALTY,POWERANDDIGNITYONTHECONTRARY,INTHEWESTERNCULTURE,THEWORD“DRAGON”REFERSTOALARGEIMAGINARYMONSTERWHICHSYMBOLIZESEVIL,CRUELTYANDDISASTERSOWECANTTRANSLATECHINESEBRANDNAME“金龙”INTO“G
36、OLDENDRAGON”1960S,GMGENERALMOTOS）DESIGNEDANEWCARCALLED“CHEVOLETNOVA”,UNFORTUNATELY,THEYMEETABIGFAILINSPAIN,FOR“NOVA”MEAN“CANNOTMOVE”INTHATCOUNTRY3THREEPRINCIPLESOFCULTURALCOMPATIBILITYINBRANDNAMETRANSLATIONCULTURALCOMPATIBILITYISONEOFUSEFULCRITERIONSTOMEASUREAWORKSQUALITY“INTRANSLATIONCRITICISMRESEA
37、RCH,CULTURALCOMPATIBILITYOUGHTTOBECOMEANINDISPENSABLEPARTOFAXIOLOGYVIEWTOIMPROVETHEIMPORTANCEOFCULTURETRANSLATION”LIUMIQING20057431GOODCOMPREHENSIONOFCULTURALMEANINGGOODCOMPREHENSIONOFCULTURALMEANINGISTHEBASISOFSUCCESSFULBRANDNAMETRANSLATIONINORDERTOEXPRESSFOREIGNCULTURALFEATURESACCURATELYANDSTIMULA
38、TETHETARGETCOUNTRYCONSUMERSCONSUMPTIONDESIRE,ATRANSLATORNEEDTOFAMILIARWITHCULTURALDIFFERENCESBETWEENTHEORIGINALCOUNTRYANDTHETARGETCOUNTRY6311THEDIFFERENCEOFSEMANTICINBRANDNAMETRANSLATIONMOSTSEMANTICWORDSHAVENATIONALCULTURE,SOINTHEPROCESSOFBRANDNAMETRANSLATIONWESHOULDNOTONLYUNDERSTANDWORDSLITERALMEAN
39、ING,BUTALSOKNOWTHECULTURALSIGNIFICANCEMANYTRANSLATIONTHEORISTSHAVEALREADYNOTEDTHATBRANDNAMETRANSLATINGFORCOMPANYACROSSCULTURESMEANSDISTORTINGTHESURFACEMESSAGETOSUCCESSFULLYRETAINTHEHIDDENTHEPURPOSEOFSUCHANAPPROACHISTOTRANSFERTHELITERALMEANINGINORIGINALLANGUAGEANDMAKECONSUMERSUNDERSTANDITMUCHEASIERDI
40、FFERENTCULTURESBETWEENCHINESEANDWESTERNWILLCAUSESEMANTICCONFLICTS,TARGETLANGUAGECULTURECONFLICTSORINCONSISTENCYQUITEOFTEN,WEMAYFINDTHATSOMECHINESEWORDSWITHBESTWISHESAREBEYONDTHECOMPREHENSIONOFTHEENGLISHPEOPLE,ORHAVEJUSTTHEOPPOSITEMEANINGINENGLISHORHAVENOACCEPTATIONFOREXAMPLE,AHOTPLATENAMED“BUTTERFLY
41、”INCHINA,BUTTERFLYISALWAYSASSOCIATEDWITHFRIENDSHIPANDLOVE,FURTHERMORE,WHENWETALKABOUTBUTTERFLYWEWILLTHINKOFTHELEGENDARYLOVESTORYCALLEDTHEBUTTERFLYLOVERSIMMEDIATELYHOWEVER,INTHEWESTERNCOUNTRIESBUTTERFLYISSERVEDASFLIGHTYTHINGSANOTHEREXAMPLE,“喜鹊”MAGPIEISAGOODNAMEFORRADIOANDACOUSTICINSTALLATIONSINCHINAH
42、OWEVER,INTHEWESTERNCOUNTRIES,PEOPLEDONTTHINKSOINTHEIRVIEW,AMAGPIEISABIRDWHICHISWHISTLINGDAYANDNIGHT,SOITISUSUALLYCOMPAREDTOAPERSONWHOBRINGSNOISESANDCHATTERSWITHOUTSTOPPINGANOTHEREXAMPLEISTHEDIFFERENTCONNOTATIONOFTHESAMEFIGUREINCHINA,THEFIGURE“NINE”9IMPLIESEVERLASTINGLONG久,SOCHINESEPEOPLELIKETOUSETHI
43、SFIGURETOEXPRESSTHEMEANINGOFPERMANENTLY,SUCHASTHEMEDICINENAMED“999”WHATSMORE,THEFIGURE“EIGHT”8ISVERYPOPULARAMONGCHINESE,BECAUSETHESOUNDOF8INCHINESEISSIMILARTO“发”,WHICHTENDSTOBEASSOCIATEDWITHGOODFORTUNEHOWEVER,INWESTERNCULTURE,ENGLISHSPEAKERSLIKETHEFIGURE“SEVEN”,FIGURE“NINE”AND“EIGHT”HAVENOSUCHMEANIN
44、GINTHEIRCULTURE,BECAUSETHEYTHINKFIGURE“SEVEN”MEANS“PURGATORY”,GODUSES7DAYSTOCREATETHEWORLDANDHUMANBEINGSSOABEVERAGE“7UP”ISTRANSLATEDINTO“七喜”INSTEADOF“七上”,BRANDNAME“MILDSEVEN”ISTRANSLATEDINTO“万事发”INWESTERNCULTURE,THEFIGURE“SEVEN”HASTHESAMEIMPORTANTROLEINCHINESEFIGURE“EIGHT”312THEDIFFERENTWAYSOFTHINKI
45、NGINBRANDNAMETRANSLATIONDUETOTHEDISTINCTWAYSOFTHINKINGANDOBSERVATION,THESAMEWORDOREXPRESSIONMAYHAVEDIVERSEMEANINGSINDIFFERENTCULTURESTRANSLATORSWILLALWAYSBEATADISADVANTAGECOMPAREDTOMOTHERTONGUESPEAKERSWITHREGARDTOCULTUREBOUNDSTYLESANDMEANING7CONSEQUENTLY,TRANSLATORSSHOULDCONCENTRATESONTHESAMEFEELING
46、SOFPEOPLEFROMTWOCOUNTRIESWITHDIFFERENTLANGUAGESONONEHAND,CHINESEPEOPLELIKETOCLASSIFYWINEWITHDIFFERENTCOLORS,SUCHAS“白酒”AND“黄酒”WHILEINENGLISH,“白酒”REFERSTOLIQUORORALCOHOL,AND“黄酒”MEANSWINEWITHOUTALCOHOLSUCHAS“绍兴黄酒”REFERSTO“SHAOXINGWINE”,“白葡萄酒”（WHITEWINE）AND“红葡萄酒”（REDWINE）ANOTHEREXAMPLE,WASHINGPOWDERNAME
47、D“白猫”ISVERYPOPULARINCHINA,BECAUSEINCHINESECULTURAL,“WHITE”STANDSFOR“CLEANANDTIDY”,MEANWHILETHEANIMALCATISLOVELYANDLIKESOMETHISBRANDNAMEISPERFECTANDPROPER,NOTONLYRELATESTOTHEPRODUCTATTRIBUTES,BUTALSOCANCAUSECONSUMERSGOODIMPRESSIONBUTTHISCONNOTATIONISBEYONDTHEUNDERSTANDINGOFTHEENGLISHPEOPLETHEYDONTLIK
48、ETHISBRANDNAME,BECAUSETHEWORD“CAT”INENGLISHREFERSTOASPITEFULWOMANGOSSIPASARESULT,WESTERNWOMENARESURELYNOTWILLINGTOBUYTHISWASHINGPOWDERONTHEOTHERHAND,THEREAREMANYSUCCESSFULTRANSLATIONEXAMPLESINGOODCOMPREHENSIONOFCULTURALMEANINGTHEAMERICANTIREBRAND“GOODYEAR”ISNAMEDAFTERCHARLESGOODYEAR,ANDITSCHINESEVER
49、SIONIS“固特异”OBVIOUSLY,ITGIVESCONSUMERSADEEPIMPRESSIONOFSUPERIORDURABILITYOFTHETIREHOWEVER,ANOTHERVERSION“古德伊尔”TRANSLATEDBYINVENTORSSURNAMEISWORSETHAN“固特异”,FORTHEFORMERVERSIONCANNEITHERREFLECTTHETIRESCHARACTERSOFSTURDINESSANDPECULIARITY,NORDOGIVECONSUMERSADIRECTIMPRESSIONTHEBIKEBRAND“捷安特”,BEINGEQUALTO“GIANT”“捷”REFERSTOTHERAPIDSPEED,AND“安”ENSURESTHESAFETYOFRIDINGTHEBIKEBRANDNAMEISTHEMOSTDIRECTADVERTISEMENTINMARKETINGSTRATEGIESTHEABOVEEXAMPLESNOTONLYGIVETHECONSUMERSDIRECTINFORMATION,BUTALSOCONFORMTODIFFERENTCUSTOMSINTARGETMARKETINGASARESULT,TRANSLATORSSHOULDPOSSESSAGOODCOMPREHENSI
