1、I（20_届）本科毕业设计英语文化差异对习语翻译的影响II摘要随着时代的发展和经济全球化的加速，享有国际声誉的品牌正变得越来越重要。将品牌从一种语言翻译成另一种语言在现在的应用文翻译领域是个热门话题。不同文化背景的人对同一样事物可能会有完全不同的观点。因此，我们应当重视文化差异以避免对商标的误解。商标是一种特殊的语言符号。它不仅表现它语言符号的功能，而且还引起消费者的注意和兴趣，并鼓励消费者购买商品。商标是一种文化产物；由于在地理环境、宗教习俗、文学、思维模式以及中英国家的社会价值方面存在巨大差异，中英商标的翻译在文化渊源和内涵上也存在很大不同。本文从分析地理环境、宗教习俗、文学作品、思维方式
2、和社会价值观等方面对商标命名的影响入手，在此基础上，探讨了英汉商标的文化寓意差异，指出了目前商标翻译中关键词经济全球化；商标；文化背景；语言符号；文化产物IIIABSTRACTWITHTHEDEVELOPMENTANDGLOBALIZATIONOFECONOMY,BRANDNAMESOFINTERNATIONALFAMEAREBECOMINGMOREANDMOREIMPORTANTTHETRANSLATIONOFBRANDNAMESFROMONELANGUAGETOANOTHERISAHEATEDTOPICINTHEFIELDOFTHETRANSLATIONOFPRACTICALWRITING
3、SNOWPEOPLEWITHDIFFERENTCULTURALBACKGROUNDMAYVIEWTHESAMETHINGTOTALLYDIFFERENTSOWESHOULDBESENSITIVETOTHECULTURALDIFFERENCESSOASTOAVOIDMISUNDERSTANDINGBRANDNAMESTHEBRANDNAMEISASPECIALKINDOFLANGUAGESYMBOLITNOTONLYPERFORMSITSLANGUAGESYMBOLFUNCTION,BUTALSODRAWSTHECONSUMERSATTENTIONANDINTEREST,ENCOURAGINGC
4、ONSUMERSTOBUYTHEGOODSTHEBRANDNAMEISAPRODUCTOFCULTURESINCETHEREAREBIGDIFFERENCESINGEOGRAPHICALENVIRONMENT,RELIGIOUSPRACTICES,LITERARY,MODEOFTHINKING,ANDTHESOCIALVALUESBETWEENENGLISHCOUNTRIESANDCHINAENGLISHANDCHINESEBRANDNAMESHAVEGREATDIFFERENCESINCULTURALORIGINSANDCONNOTATIONSTHISARTICLEANALYZESTHECU
5、LTURALDIFFERENCESBETWEENENGLISHANDCHINESEBRANDNAMES,POINTSOUTTHEPROBLEMSEXISTINGINBRANDNAMETRANSLATIONANDTHENPUTSFORWARDTHESOLUTIONSTOTHEMKEYWORDSGLOBALIZATIONOFECONOMY；BRANDNAMESCULTURALBACKGROUND；CULTURALBACKGROUNDPRODUCTOFCULTURECONTENTSABSTRACT错误未定义书签。IV1INTRODUCTION12BRANDNAMEANDCULTURE121BRAND
6、NAME222CULTURE223RELATIONSHIPBETWEENBRANDNAMEANDCULTURE33CULTURALCONNOTATIONANDDIFFERENCESINENGLISHANDCHINESEBRANDNAMES431DIFFERENTGEOGRAPHICALENVIRONMENTSANDCULTURALCONNOTATIONS432DIFFERENTRELIGIOUSPRACTICESANDCULTURALCONNOTATIONS433DIFFERENTLITERATUREANDCULTURALCONTENTS534DIFFERENTMODESOFTHINKINGA
7、NDCULTURALCONNOTATIONS635DIFFERENTSOCIALVALUESANDCULTURALCONTENTS64PROBLEMSEXISTINGINCHINESEENGLISHBRANDNAMESTRANSLATION841BRANDNAMEWITHOUTTRANSLATION842UNFAVORABLEASSOCIATION843IMPROPERTRANSLATION95THESOLUTIONSTOTHEABOVEPROBLEMS951FUNCTIONALEQUIVALENCE1052AIDAPRINCIPLE1053AESTHETICEFFECTS1054KISSPR
8、INCIPLE1155INTERNATIONALIZATIONOFCHINESEBRANDNAMES错误未定义书签。6CONCLUSION12BIBLIOGRAPHY13ACKNOWLEDGEMENTS1411INTRODUCTIONINORDERTOGETTHEATTENTIONANDINTERESTOFFOREIGNCUSTOMERS,HELPTHEMTOUNDERSTANDTHEBRANDNAMESCORRECTLYANDACHIEVETHEEXPECTEDEFFECTWHILEEXPORTINGGOODS,PROBINGINTOTHECULTURALCONNOTATIONSOFBRAN
9、DNAMESISNEEDEDMANYASCHOLARHASDEVOTEDTHEIRENERGYTOTHESTUDYOFTRANSLATIONOFBRANDNAMESANDBROUGHTOUTAVARIETYOFTHEORIESABOUTITIN1970SALRISEANDJACKTROUT19917BROUGHTFORWARDTHECONCEPTOFPOSITIONING,WHICHHASBEENCOUNTEDASONEOFTHEBASICWAYSANDMEANSOFBRANDPOSITIONINGTHEYPOINTEDOUTTHEIMPORTANTSIGNIFICANCEANDFUNCTIO
10、NOFBRANDNAMES,ANDEXPLOREDTHEMETHODOLOGYOFTRANSLATIONOFBRANDNAMESTHEBRANDNAMES,WHICHCANTELLTHECONSUMERSTHATTHEPRODUCTSCANGIVESOMETHINGTOTHEM,CANSTARTTHEPOSITIONINGPROCESSZHAOCHUNMIAO200766INHERBOOKBRANDNAMETRANSLATIONANDCULTURALDIFFERENCESPOINTEDOUTTHATCULTURALDIFFERENCESMUSTBERESPECTEDINTHEPROCESSOF
11、BRANDNAMESTRANSLATIONCHUNJUN,YANGYUNFENG200757INTHEBOOKTRANSLATIONOFTRADEMARKINCULTURALEXCHANGEPOINTEDOUTINDETAILTHATBRANDNAMESTRANSLATIONSHOULDFULLYTAKETHECULTURALCHARACTERISTICSANDCONSUMERPSYCHOLOGYINTOCONSIDERATIONLIANGXIAODONG199712FOCUSESONTHEBRANDNAMESOFEXPERTSFROMTHEPERSPECTIVEOFCULTURALDIFFE
12、RENCESANDPROPOSESAFEWTECHNIQUESOFTRANSLATINGTHOSEBRANDNAMESTHEREARESTILLMANYOTHERSCHOLARS,NAMELYYUYIBING200271,ZHUXIAOJU199945ETCWHOHAVEDONESOMERESEARCHINTHISFIELDANDTHEIRFINDINGSAREALLINSPIRING,ASFARASTRANSLATIONSKILLSARECONCERNED2BRANDNAMEANDCULTURETHECOMPETITIVENESSOFGOODSISBASEDONGOODIMAGE,BEAUT
13、IFULPACKAGINGANDSPECIALBRANDNAMEHAVEBEENTRANSLATEDINTOASUCCESSFULNAME,BRANDNAMECANNOTONLYATTRACTCONSUMERS,BUTALSOBECONDUCIVETOSELLINGPRODUCTS,CREATINGBRANDNAMES,ANDSERVINGASANINTANGIBLEASSETTOCREATETREMENDOUSWEALTHFORTHEENTERPRISEWITHTHECONTINUOUSINFLUXOFGOODSOFTHECOUNTRIESTOINTERNATIONALMARKETS,THE
14、ROLEOFABRANDNAMEHASBECOMEMOREANDMOREIMPORTANTTOCHECKWHETHERABRANDCANBESUCCESSFULATHOMEANDABOARDISTOSEEWHETHERTHEBRANDWAS2RECOGNIZEDBYTHECUSTOMERSTHISREQUIRESUSTOHAVEACORRECTUNDERSTANDINGOFTHEBRANDNAMECULTURESANDMAKETHEBESTTRANSLATION21BRANDNAMETHEINTEGRATIONOFTHEWORLDECONOMYMADETHEGOODSNOLONGERBELON
15、GTOONECOUNTRYTHEYAREINTERWOVENWITHEACHOTHERDURINGTHECOMMUNICATIONWHENENTRYINGINTOANEWMARKET,THEFIRSTTHINGTHEYNEEDTODOISTOFINDANEQUIVALENTTERMOFBRANDNAMEABRANDNAME,IDENTIFIEDBYTHESYMBOLSNOTYETREGISTEREDANDREGISTERED,ISADISTINCTIVESIGNORINDICATORUSEDBYANINDIVIDUAL,BUSINESSORGANIZATIONOROTHERLEGALENTIT
16、YTOIDENTIFYTHATTHEPRODUCTSORSERVICESTOCONSUMERSWITHWHERETHEBRANDNAMEAPPEARSORIGINATEFROMAUNIQUESOURCE,ANDTODISTINGUISHITSPRODUCTSORSERVICESFROMTHOSEOFOTHERENTITIESBRANDNAMESGENERALLYCONTAINWORDS,FIGUREORTHEIRCOMBINATIONBRANDNAMESNOTONLYREPRESENTTHEGOODSANDCOMPANIES,BUTALSOESTABLISHAGOODREPUTATION,ST
17、ANDFORHIGHQUALITYPRODUCTS,ANDSTIMULATECONSUMPTIONFORTHECOMPANIES22CULTURECULTUREISARICHCONCEPTSAMMERGAVEAFAIRLYCOMPREHENSIVEDEFINITIONOFCULTUREINHISBOOKCROSSCULTURALCOMMUNICATIONTHECULTUREISASUMTOTALGAINEDORACQUIREDBYAPERSONORGROUPASARESULTOFSOMEEFFORTORACTIONTHROUGHGENERATIONS,INCLUDINGKNOWLEDGE,EX
18、PERIENCE,FAITH,VALUES,BEHAVIOR,ATTITUDE,MEANING,HIERARCHYRELIGION,TIMECONCEPT,SPATIALRELATION,COSMOLOGYANDSOON5THECLOSERELATIONSHIPSBETWEENCULTURESANDLANGUAGESHAVETHEPRIORITYOVEROTHERFACTORSLANGUAGEISNOTONLYATOOLOFSOCIALINTERCOMMUNICATION,BUTALSOTHEREFLECTIONOFTHESOCIALCULTURELANGUAGEISACARRIEROFCUL
19、TURE,ANDITISDETERMINEDBYCULTURETOACERTAINEXTENTTRADEMARKVOCABULARYCOMESFROMLANGUAGESOASANECESSITY,ITISDEEPLYBRANDEDBYTHECULTUREWHICHITBELONGSVARIOUSTYPESOFCULTURALHAVEITSOWNDIFFERENTCHARACTERISTICSDUETOTHEIRUNIQUEGEOGRAPHICALENVIRONMENT,HISTORYANDSOONTHEDIVERGENCEOFCULTURESHASREFLECTEDVIVIDLYINTHETR
20、ADEMARKVOCABULARYANYKINDOFLANGUAGEISASYSTEMOFVOCABULARYANDGRAMMARTOGETHERPRODUCEDBYGENERATIONSTHOUGHALONGTIMEITISACARRIEROFCULTURE,ACRYSTALOFCULTURE,ANDAREFLECTIONOFCULTUREDUETOTHEDIFFERENCEOFPOLITICALSYSTEMS,ECONOMICDEVELOPMENTLEVELS,HISTORICALTRADITIONS,GEOGRAPHICALENVIRONMENTSANDVALUE3ORIENTATION
21、S,MOSTCOUNTRIESHAVETHEIRDISTINCTCULTURALPHENOMENONFORINSTANCE,BLACKBERRIESAREEVERYWHEREINTHESPRINGINGREATBRITAINSOPEOPLEUSEASPLENTIFULASBLACKBERRIESTOINDICATETHRIVINGCHINESEPEOPLETENDTOPUTTHEIRFEELINGONTHEPLANTSSOASTOENRICHTHECONNOTATIONOFPLANTSINCHINESE,PLUM,ORCHID,BAMBOOANDCHRYSANTHEMUMARECALLEDFO
22、URGENTLEMANINNUMERABLEMENOFLETTERSWRITEMANYPOEMS,ARTICLESANDNARRATIONSTOSINGTHEPRAISESOFTHEMREDBEAMISTHEEMBODIMENTOFLOVEANDMEMORIESWANGWEIWROTETHEPOEMASFELLOWREDBERRIESGROWINSOUTHERNLAND红豆生南国，HOWMANYLOADSINSPRINGTHETREES春来发几枝。GATHERTHEMTILLFULLISYOURHAND愿君多采撷，THEYWOULDREVIVEFONDMEMORIES此物最相思。WUXIHON
23、GDOUGROUPCOLTDNAMEITSELFAFTERTHISPOEM,ANDPUTAROMANTICFEELINGINTOTHEBRANDNAMEXIAOHUTUXIAN小糊涂仙）REMINDSPEOPLEOFZHENGBANQIAOS“WHEREIGNORANCEISBLISS,ITSFOLLYWISE“难得糊涂）THESEPOETICBRANDNAMESARETHEREFLECTIONSOFOURLONGHISTORYANDSPLENDIDCULTURE23RELATIONSHIPBETWEENBRANDNAMEANDCULTUREABRANDNAMEISNOTONLYTHEPROD
24、UCTOFHIGHDEVELOPMENTOFCOMMODITYECONOMYBUTALSOONEOFTHEIMPORTANTFACTORSOFSOCIALECONOMYTHEMODERNSOCIALCOMMODITYISDAZZLING,BRANDNAMEASALOGOOFDIFFERENTCOMMODITYISALSOCOLORFULBRANDNAMEISEVERYWHEREINTHISMARKETECONOMY,ANYCOUNTRY,ANYNATIONCOULDBEREJECTEDONFOREIGNBRANDS,SOBRANDNAMECOMESINTOANINTERNATIONALPROB
25、LEMOBVIOUSLY,THEMOSTEFFECTIVEWAYBEINGINTERNATIONALBRANDNAMEISTRANSLATION,WHICHTHENAMEOFBRANDNAMESTRANSLATIONISACOMPREHENSIVEARTITINVOLVESLINGUISTICS,RHETORIC,PSYCHOLOGY,AESTHETICS,FOLKLOREEVERYASPECTOFKNOWLEDGE（WEIHUA,2007116）FOREXAMPLE,PROTERBUTINENGLISHCULTURE,ITSTANDSFORILL,SINOREVILBICYCLESNAMED
26、WITH“PHOENIX”,NATURALLYCANTBEACCEPTEDBYTHEWEST35DIFFERENTSOCIALVALUESANDCULTURALCONTENTSPEOPLEFROMINDIVIDUALISTCULTURESAREMORELIKELYTOACTONPRINCIPLESTHATAPPLYTO7EVERYONE,PRINCIPLESTHATAREUNIVERSALANDAPPLYTOASSOCIATESANDSTRANGERSALIKEINDIVIDUALISTSAREMORELIKELYTOTREATPEOPLETHEYDONOTKNOWASIFTHEYCANBET
27、RUSTED,ASIFTHEY,TOO,WILLBEHAVEACCORDINGTOTHESAMEUNIVERSALPRINCIPLESINDIVIDUALISTSAREGENERALLYCONCERNEDABOUTTHEPROCESSESOFDECISIONMAKINGSUCHASTHEPROCESSOFSELECTINGANEMPLOYEEFORAJOBORAPROMOTIONFORTHEMRULESTHATDEFINEPROCESSESAREIMPORTANTBECAUSETHEYARENECESSARYTOASSURETHATIMPERSONALORUNIVERSALSTANDARDSA
28、REUSEDINMAKINGDECISIONENGLISHCOUNTRIESHIGHLYAPPRECIATEREALIZATIONOFPERSONALVALUETHEYPAYAGREATATTENTIONTOTHEPERSONALITYDEVELOPMENTTHELONGTERMEDIFICATIONANDINFLUENCEOFTHESEVALUESAFFECTTHEACTOFNAMINGBRANDSTHEREAREALARGENUMBEROFMARKSNAMEDAFTERPEOPLETHEFORDISNAMEDAFTERITSFOUNDERHENRYFORDTHEFORDMOTORCOMPA
29、NYISANAMERICANMULTINATIONALCORPORATIONANDTHEWORLDSFOURTHLARGESTAUTOMAKERBASEDONWORLDWIDEVEHICLESALES,BASEDINDEARBORN,MICHIGAN,ASUBURBOFDETROIT,THEAUTOMAKERWASESTABLISHEDBYHENRYFORDANDINCORPORATEDONJUNE16,1903ASWELLTHEREAREMANYBRANDSNAMEDAFTERTHEFOUNDERS,SUCHASPHILIPS,BOEING,DUPONT,ANDNAPOLEONTHEREBR
30、ANDNAMESEMBODYTHEPERSONALVALUEANDUNIQUECHARACTERISTICOFTHEGOODSATTHESAMETIMETHEKINDNESSANDTRUSTCONTAINEDINTHEREBRANDSMAKETHETRADEARTICLESEASILYACCEPTABLEINFLUENCEDBYCONFUCIANISM,CHINESECULTUREEMPHASIZESCOLLECTIVISMCOLLECTIVISTSARENOTUNPRINCIPLED,BUTWHENMAKINGDECISIONSTHEYTENDTOGIVEAHIGHERPRIORITYTOR
31、ELATIONSHIPSTHANINDIVIDUALISTSDOTHEYEXPECTPEOPLEWHOAREINVOLVEDINAGROUPRELATIONSHIPTOHAVEDUTIESANDOBLIGATIONSTOONEANOTHERTHE“NATUREANDHUMANITY“IDEOLOGY,WHICHMEANSTHEHARMONIOUSBETWEENMANANDNATURE,ISHIGHLYAPPRECIATEDSOMANYBRANDSARENAMEDAFTERGEOGRAPHICALNAMES,NATURELANDSCAPE,ANIMALSANDPLANTSSUCHASGREATW
32、ALLWINE长城葡萄酒）,CHUNGHWA中华CIGARETTESTHEFIGUREOFGREATWALLWINEISATHINSTEMMEDGOBLET,WHICHRESPONDSGRACEFULLYTOLINEOFTHECOMPANYTHEUPPERPARTOFTHEFIGUREISTHEGREATWALL,WHICHCORRESPONDTOTHEBRANDTHEWHOLEPARTOFFIGUREREMINDSPEOPLEOFTHEWINEINTHEWINEGLASS84PROBLEMSEXISTINGINCHINESEENGLISHBRANDNAMETRANSLATIONITSEEMS
33、THATMANYCHINESEMANUFACTURERSHAVENOTFULLYREALIZEDTHEIMPORTANCEOFBRANDNAMETRANSLATIONSOMETRANSLATEDBRANDNAMESOFTHEIRPRODUCTSREFLECTANATTITUDEOFIRRESPONSIBILITYANDRASHNESSOFTRANSLATORSTHEYHAVENOTREALIZEDTHATWITHSUCHANATTITUDETHEYMAYLOSEMANYPOTENTIALCUSTOMERS41BRANDNAMESWITHOUTTRANSLATIONENGLISHORPINYIN
34、VERSIONOFBRANDNAMESWILLBEUSEFULINATTRACTINGFOREIGNCUSTOMERSBUTITISSURPRISEDTHATMANYCHINAMADEPRODUCTSHAVENOENGLISHVERSIONOFTHEIRBRANDNAMESATALL,EVENWITHOUTPINYINIWASCONFUSEDWHENISAWAMONGTHEMSOMEFAMOUSBRANDSSUCHAS“步步高”AND“两面针”THEYJUSTTAKETHEFIRSTLETTEROFPINYINASTHEIRENGLISHBRANDSASBBKANDLMZ,WHICHTOTAL
35、LYLOSTTHERICHMEANINGOFTHEIRCHINESEMARKSHOWCANTHISKINDOFPRODUCTSATTRACTTHOSEFOREIGNERSWHODONOTKNOWCHINESEIDONTHINKITISAWISEPRACTICEINTODAYSDOMESTICOROVERSEASMARKET42UNFAVORABLEASSOCIATIONBRANDNAMESAREUSUALLYFAVORABLYASSOCIATIVEHOWEVER,BECAUSEOFTHEDIFFERENTPSYCHOLOGY,TRADITION,CUSTOM,RELIGIONANDHISTOR
36、YBETWEENCHINESEANDFOREIGNCUSTOMERS,AFAVORABLEASSOCIATIVEBRANDNAMEWILLAROUSEUNFAVORABLEASSOCIATIONSWHENLITERALLYTRANSLATEDINTOANOTHERLANGUAGEFOREXAMPLE,“BAT”AND“DRAGON”AREUSUALLYPOSITIVEANDAUSPICIOUSIMAGESINCHINA,ANDTHEYAREOFTENUSEDINCHINESEBRANDNAMESSUCHAS“蝙蝠”AND“华龙”INTHEWEST,HOWEVER,DRAGONANDBATARE
37、OFTENCONNECTEDWITHNEGATIVEIMAGESDRAGONISANEVILANIMALANDBATISASSOCIATEDWITHUGLINESSANDGREEDTHEREFORE,“DRAGON”AND“BAT”ARENOTSUITABLETRANSLATIONSFORTHEBRANDNAMES“华龙”AND“蝙蝠”“PETREL”OFTENOCCURSASTHETRANSLATEDVERSIONOFTHEBRANDNAME“海燕”INCHINESECULTURE,ITISASYMBOLOFBRAVERYANDPERSEVERANCE,BUTINTHEWESTERNWORL
38、D,PEOPLEOFTENASSOCIATEITWITHAPERSONWHOSEEXISTENCEEXCITESDISCONTENTMENTANDQUARRELINGINASOCIALGROUP943IMPROPERTRANSLATIONEVERYCOUNTYHASITSTRADEMARKLAWORSOMETHINGLIKETHATEVERYCOUNTRYHASITSDAYSOFHUMILIATIONMOREORLESSINITSHISTORYTHEWORDSRELATEDTOTHISPERIODOFHISTORYSURELYAFFECTTHESALESOFGOODSTHEFAMOUSFREN
39、CHFASHIONDESIGNERYVESSAINTLAURENTESTABLISHEDAMANSPERFUMENAMEDOPIUM,INSPIREDDIRECTLYBYTHEOUTLINEOFCHINESESNUFFBOTTLESHETRIEDTOCATCHTHECONSUMERSASTHEOPIUMDIDTOTHECHINESEPEOPLEBUTHENEVEREXPECTEDTHATOPIUMREPRESENTAHUMILIATEDHISTORYINCHINAANDGREATLYHURTTHEFEELINGOFCHINESEPEOPLESOCHINESEGOVERNMENTBANEDTHE
40、SALEONCEITWENTONTHEMARKET5THESOLUTIONSTOTHEABOVEPROBLEMSTHETRANSLATIONOFTRADEMARKVOCABULARYISMORETHANJUSTAMACHINERYTRANSLATIONACTIVITYFROMALANGUAGETOANOTHERITINVOLVESLINGUISTICS,MARKETING,PSYCHOLOGY,ESTHETICSANDSOONITISNOTEASYTOKEEPITSORIGINALSTYLE,CHARMANDCONNOTATIONDIFFERENTLANGUAGESHAVETHEIROWNFE
41、ATURESBECAUSEOFTHEIRENVIRONMENTTHECULTUREBACKGROUNDSDIFFERAMONGDIFFERENTCOUNTRIESANDNATIONSSOBRANDNAMETRANSLATIONISNOTMERELYALITERALLYEQUIVALENCEBUTAPROCESSOFRECREATIONBRANDNAMETRANSLATIONFOLLOWSITSSPECIALREQUIREMENTSBESIDESTHEPRINCIPLEOFEQUIVALENCEEUGENENIDA,19932ANDYANFUSFAITHFULNESS,EXPRESSIVENES
42、S,ELEGANCEBRANDNAMEVOCABULARY,ASASYMBOLICREPRESENTATIONOFGOODS,USESFEWWORDSTOEXPRESSAGREATDEALOFINFORMATIONWHENTRANSLATINGTHEBRAND,ITHARDBUTIMPORTANTTOKEEPTHESTYLEOFTHEORIGINAL,ATTACHGREATIMPORTANCETOTHELOCALCULTUREFEATURE,CATERFORTHENEEDOFTHECONSUMERS,ANDAVOIDTHEMISUNDERSTANDINGOFBRANDCAUSEDBYCULTU
43、REDIFFERENCESBRANDISALSOREQUIREDTOBEBRIEF,LIVELYANDEASYTOBEREMEMBEREDFURTHERMORE,TRANSLATIONPRINCIPLESANDCULTURECONNOTATIONSSHOULDBEBOTHTAKENINTOCONSIDERATIONWHENTRANSLATINGBRANDSINORDERTOMAKESURETHATCONSUMERSCANFULLYUNDERSTANDTHEMEANINGSTHATTHEBRANDNAMESCONTAINEDORFEELTHEENJOYMENTTHATTHEBRANDSTRYTO
44、ACHIEVE1051FUNCTIONALEQUIVALENCEAMONGALLTHESENUMEROUSTRANSLATIONTHEORIES,FUNCTIONALEQUIVALENCEREPRESENTEDBYWANGGUOQIAOANDDAIZHONGXIN（200782ISASOLIDFOUNDATIONOFBRANDNAMETRANSLATIONITMUSTBEPOINTEDOUTTHATTHEREAREIDEALSTANDARDANDREALISTICSTANDARD,ORCALLEDMAXIMALSTANDARDANDMINIMALSTANDARDTHEIDEALSTANDARD
45、REQUIRESTHATTHETRANSLATEDBRANDBRINGSTHESAMEFEELINGTOTHECUSTOMERSOFTARGETMARKETSASTHEORIGINALBRANDDOTOTHECUSTOMERSINTHEORIGINALMARKETTHEEFFECT,WHICHREALISTICSTANDARDTRYTOACHIEVE,ISTHATTHECUSTOMERSOFTARGETMARKETSMAYHAVETHESAMEFEELINGASTHECUSTOMERSDOINTHEORIGINALMARKETWESTWINDAND东风ISAGOODEXAMPLEFORTHIS
46、PRINCIPLEFUNCTIONALLY,THEYHAVETHESAMECULTURALMEANINGSANDBRINGTHESAMEFEELINGTOTHETWOMARKETS52AIDAPRINCIPLEESLEWI,THEAMERICANADMASTER,COMESUPTHEAIDAPRINCIPLE,WHICHISWIDELYACCEPTEDNOWBYMANYADVERTISINGEXECUTIVESTHISPRINCIPLEDESCRIBESTHEPROCESSOFSELLINGAPRODUCTORPROVIDINGSERVICEAATTENTIONATTRACTCONSUMERS
47、ATTENTIONIINTERESTINGINTERESTCONSUMERSBYSHOWINGFEATURESOFGOODSDDESIRETOMAKETHECONSUMERSBELIEVETHATTHEGOODSORSERVICECANMEETTHEIRNEEDSAACTIONGUIDETHECONSUMERSTOMAKEACTIONS53ESTHETICEFFECTSESTHETICEFFECTSCANBEACHIEVEDBYUSINGTHEWORDSTHATCANPROMOTEGOODFEELINGSBYSETTINGUPAGENTLESITUATION,THEBRANDCANGIVESP
48、IRITUALENJOYMENTTOTHECONSUMERSANDCUTDOWNTHECOSTACCORDINGTOBRITISHPHILOLOGISTGHLEECH,AMONGTHE20MOSTFREQUENTLYUSEDWORDSINADS,16WORDSAREMONOSYLLABICADJECTIVESTHEYARENEW,GOODBETTER,BEST,FINE,FREE,FRESH,FULL,SURE,CLEAN,CRISP,BIG,GREAT,REAL,EASY,BRIGHT,SAFE,ANDRICHALLTHESEWORDSGIVEHEAVENLYFEELINGTOTHEPURC
49、HASERS11WOMENSPRODUCTSPAYAGREATATTENTIONTOTRANSLATEDVERSIONWHENTHEYARETRANSLATEDINTOCHINESETHEYPREFERTOUSETHEWORDSWITHGOODCONNOTATIONS,SUCHASTHEWORDS玉、兰、珊、宝、珍、珠、贝、莲、秀、美、香、倩、柔、芳、娇、媚、婷、娜、丽、妍、韵FOREXAMPLE1OLAY玉兰油LANGIE兰芝2）CLINQUE倩碧AVON雅芳MAYBELLINE美宝莲（3）GUERLAIN娇兰；CLARINS娇韵诗THEREAREUSEDTOBELIPSTICKWITHBRANDNAMEFANGFANGITISAGOODNAMEINCHINESEBECAUSEREMINDSPEOPLEOFBEAUTIFULGIRLSWITHANICESMELLBUTASENSATIONOFFEARCOMESOVERTHEPEOPLEWHENTHEYSEETHEENGLISHVERSIONFORFANGINENGLISHHASTHEFELLOWMEANINGALONG,SHARPTOOTHOFDOGASNAKE,POISONTOOTHSOWHENTHEESTHETICEFFECTISADOPTED,BOTHCHINESEANDENGLISHMARKS
