商标名称的翻译与策略【毕业论文】.doc

1、（20_届）本科毕业设计英语商标名称的翻译与策略ONBRANDNAMETRANSLATIONSTUDIESANDITSTRANSLATIONSTRATEGIESI摘要全球经济一体化的今天，行业间的商业竞争日趋激烈，在这样的环境下，商标之于产品和企业的作用就更不可忽略。产品的商标恰如人的名字，赏心悦目的商标名让人过目难忘，能够促进产品的销售，而不恰当的商标名将给产品甚至其企业带来厄运。随着国际经济的发展，越来越多的企业走出国门进军世界市场。为了成功地让产品在国际市场上夺得一席之地，好的译名商标必不可少。鉴于此，本文结合商标的特点以及中英语言文化等方面的差异提出了适用于商标翻译的策略音译、直译、音

2、译直译和意译策略，同时结合大量品牌翻译实例加以论证。相信本研究对于商标译员和企业都将起到一定的指导性作用。关键词商标；中英语言文化；商标翻译策略IIABSTRACTASONEOFTHEBESTSTRATEGIESOFMARKETING,BRANDNAMEISOFVITALIMPORTANCEINTHEKEENCOMPETITIONOFBUSINESSESINTHEGLOBALECONOMYBRANDNAMETOPRODUCTISLIKENAMETOPEOPLEAGOODBRANDNAMECONTRIBUTESTOTHEGOODREPUTATIONOFACOMPANYANDCANHELPTOPR

3、OPELSALESOFPRODUCTSWHILEAPOORBRANDNAMECOULDBEDISASTROUSTOACOMPANYWITHTHEFASTDEVELOPMENTOFTHEINTERNATIONALECONOMY,MOREANDMORECOMPANIESARECULTIVATINGTHEIRMARKETSOUTSIDETHEIROWNNATIONSTOSUCCESSFULLYPROMOTEPRODUCTSINTHEGLOBALMARKET,AGOODTRANSLATIONOFTHEBRANDNAMEISOFUTMOSTIMPORTANCEBASEDONTHECHARACTERIST

4、ICSOFBRANDNAMESANDLINGUISTICANDCULTURALDIFFERENCESBETWEENCHINESEANDENGLISH,THETHESISPUTSFORWARDBRANDNAMETRANSLATIONSTRATEGIESTRANSLITERATION,LITERALTRANSLATION,COMBINATIONOFTRANSLITERATIONANDLITERALTRANSLATIONANDLIBERALORFREETRANSLATION,WHICHISILLUSTRATEDWITHNUMEROUSCONCRETEEXAMPLESITISHOPEDTHATTHEP

5、RESENTSTUDYCANPLAYFACILITATINGROLESFORBRANDNAMETRANSLATORSANDENTERPRISESASWELLKEYWORDSBRANDNAMELINGUISTICANDCULTURALDIFFERENCESBRANDNAMETRANSLATIONSTRATEGIESCONTENTS中文摘要IABSTRACTII1INTRODUCTION111RESEARCHBACKGROUND112RESEARCHPURPOSESANDSIGNIFICANCE12LITERATUREREVIEW221DEFINITIONSOFBRANDNAMES222CHARA

6、CTERISTICSOFBRANDNAMES223THESTUDIESONBRANDNAMESTRANSLATIONHOMEANDABROAD5231STUDIESONBRANDNAMESFROMTHEECONOMICPERSPECTIVE5232STUDIESONBRANDNAMETRANSLATIONFROMCULTURALPERSPECTIVE6233STUDIESONBRANDNAMETRANSLATIONFROMLINGUISTICPERSPECTIVE73BRANDNAMETRANSLATIONSTRATEGIES1031INTRODUCTION1032TRANSLITERATIO

7、N1033LITERALTRANSLATION1134COMBINATIONOFTRANSLITERATIONANDLITERALTRANSLATION1235LIBERALORFREETRANSLATION134CONCLUSION17BIBLIOGRAPHY1811INTRODUCTION11RESEARCHBACKGROUNDINAWORLDOFRAPIDECONOMICDEVELOPMENT,COMMERCIALEXCHANGETAKESANEVENMOREIMPORTANTROLETHANBEFORECHINA,INSUCHADEVELOPINGCONDITIONISSTRENGTH

8、ENINGITSCOMMUNICATIONWITHTHEOUTSIDEWORLDINTERMSOFCOMMERCIALSONTHEONEHAND,CHINA,TOGETHERWITHALLTHETOPBRANDSITBOASTSISGOINGGLOBAL,ONTHEOTHERHAND,THERESTOFTHEWORLDISSTEPPINGINTOCHINA,LOOKINGFORCHANCESTOINTRODUCEANDSELLTHEIRTOPBRANDSINTHELARGEPOTENTIALMARKETAPOPULARBRANDNAMEISAMUSTFORTHEPRODUCTSPROMOTIO

9、NWORK,ANDITISALSOOFVITALIMPORTANCETOMAKESURETHATAGOODBRANDNAMEMAINTAINSASAPOPULARONEWHENITISINTRODUCEDTOANEWMARKETANDTHISISTHEARDUOUSTASKTHATATRANSLATORSHOULDERSHOWEVER,INREALLIFE,WEOFTENENCOUNTERNUMEROUSLOUSYTRANSLATIONSOFBRANDNAMESACASEINPOINTISCHINESEPRODUCT轻身减肥片,WHICHISRENDEREDINTOOBESITYREDUCIN

10、GTABLETSWHENSUCHPRODUCTWASEXPORTEDTOAMERICA,FORALONGPERIOD,THETABLETWASASLOWSELLERTHROUGHMARKETRESEARCH,ITSHOWSTHATBRANDNAMEDIDNOTMEETTHEPEOPLESPSYCHOLOGICALDEMANDBECAUSETHISPRODUCTWASREGARDEDASTHEMEDICINEFOROBESEPEOPLEBASEDONTHEABOVECONSIDERATIONS,THEAUTHORCARRIESOUTASTUDYONTHEBRANDNAMETRANSLATIONA

11、NDITSSTRATEGIES,ANDHOPEFULLYTHEPROPOSEDSTRATEGIESCANSHEDLIGHTONBRANDNAMETRANSLATIONANDGUIDETRANSLATORSINTHETRANSLATIONPRACTICE12RESEARCHPURPOSESANDSIGNIFICANCETRANSLATIONISDEFINEDAS“ACOMPLEXACTIONDESIGNEDTOACHIEVEAPARTICULARPURPOSE”NEWMARK,20016WHENITCOMESTOBRANDNAMETRANSLATION,THEULTIMATEPURPOSEIST

12、OMAKETARGETCONSUMERSKNOWTHEPRODUCTSANDFURTHERINVITETHEMTOBUYTHEPRODUCTSACCORDINGTOTHISSPECIALPURPOSEOFBRANDNAMETRANSLATION,WEFINDITISNECESSARYANDSIGNIFICANTTHATAPPROPRIATETRANSLATIONSTRATEGIESOFBRANDNAMEMUSTBEDEVELOPTOCOPEWITHTHISIMPORTANTBRANCHOFPRACTICALTRANSLATIONBRANDNAMETRANSLATIONTHUS,THISTHES

13、ISMAKESANINDEPTHANALYSISOFBRANDNAMETRANSLATIONANDAPPROPRIATETRANSLATIONSTRATEGIESTHEPURPOSEOFTHESTUDYISTWOFOLDFIRST,TOAROUSEGENERALAWARENESSTHATBRANDNAMETRANSLATIONISSIGNIFICANTLYESSENTIALESPECIALLYINTHEAGEOFTHEGLOBALIZATIONSECOND,TOPUTFORWARDTRANSLATIONSTRATEGIESWHICHAREHIGHLYAMENABLETOTHETRANSLATI

14、ONOFBRANDNAMES2LITERATUREREVIEW21DEFINITIONSOFBRANDNAMESTHISTHESISFOCUSESONBRANDNAMETRANSLATION,SOITISIMPORTANTFORUSTOHAVEANOVERALLUNDERSTANDINGOFWHATBRANDNAMEIS“BRANDINGMAKESAPRODUCTDISTINCTIVEINTHEMARKETPLACE,JUSTASYOURNAMEMAKESYOUUNIQUEINTHESOCIETYINWHICHYOULIVE”WELLS,BURNETTANDMORIARTY,1999892IT

15、IS“ANAMEGIVENBYAPRODUCERTOAPARTICULARPRODUCT,BYWHICHITMAYBERECOGNIZEDFROMAMONGALIKEPRODUCTSMADEBYOTHERPRODUCERS”LONGMANCONTEMPORARYENGLISHCHINESEDICTIONARYENGLISH,1988“ATRADEMARKISANYWORD,NAME,PHRASE,SYMBOL,SIGN,DESIGN,ORPACKAGINGTHATISDISTINCTIVEANDTHATIDENTIFIESANDDISTINGUISHESTHESOURCEOFAPARTICUL

16、ARPRODUCTATRADEMARKTYPICALLYAPPEARSONTHEPRODUCTORONITSPACKAGING”LUBLINER,199316ACTUALLY,PEOPLEARECONFUSEDINITSCONCEPTIONEVENINEUROPEANDAMERICAWHERECOMMERCEDEVELOPEDASUCCESSFULBRANDISDEFINED,BYCHERNATONYANDMCDONALD1994,AS“ANIDENTIFIABLEPRODUCT,SERVICE,PERSONORPLACE,AUGMENTEDINSUCHAWAYTHATTHEBUYERORUS

17、ERPERCEIVESRELEVANTUNIQUEADDEDVALUESWHICHMATCHTHEIRNEEDSMOSTCLOSELY”INTHEBRITISH,CONSUMERSHAVEBEENSHOWN,BYDECHERNATONYANDMCWILLIAM1989,TOHOLDTYPICALLYONEOFFOURCOMPLEMENTARYANDOVERLAPPINGVIEWSOFBRANDS1AVISUALIDENTIFIER2AGUARANTEEOFCONSISTENTQUALITY3ASHORTHANDDEVICE4ANEXPRESSIONOFSELFCONCEPTCHERNATONY

18、ANDMCWILLIAM,19892932THEABOVEMENTIONEDDEFINITIONSPROVETHEBRANDISACONCEPTOFCOMPOUNDING,ITISFORMEDBYTHEBRANDOUTSIDEMARKINCLUDINGNAME,TERM,PATTERNETC,BRANDDISCERNING,BRANDLEGENDBRANDIMAGE,ETCWHILEINTHISTHESIS,BRANDNAMESMAINLYREFERTOTHEPARTOFABRANDTHATCANBEEXPRESSEDINWORDS22CHARACTERISTICSOFBRANDNAMESAI

19、MINGTOBUILD,REINFORCE,ANDREPOSITIONCONSUMERSPERCEPTIONSANDUNDERSTANDINGSOFACERTAINBRAND,BRANDNAMESHAVETHEFOLLOWINGFOURFUNCTIONS,THATIS,DISTINGUISHINGPRODUCTS,PROVIDINGINFORMATION,ENSURINGGUARANTEEANDSTIMULATINGCONSUMPTIONDESIRESINORDERTOBUILDAPOSITIVEIMAGEINTHEMARKETANDAROUSEFAVORABLEASSOCIATIONSASW

20、ELLASPURCHASINGDESIRESINTHEMINDOFCONSUMERS,BRANDNAMESAREREQUIREDTOHAVETHEFOLLOWINGMAJORCHARACTERISTICSBREVITY,SONORITYANDMEMORABILITY,SIGNIFICANCE,ELEGANCEANDAPPROPRIATENESS,ORIGINALITYANDNOVELTYBECAUSEOFTHEPECULIARITYOFTHEBRANDNAMETHATITCARRIESTHEMAINANDFINALPURPOSEOFACHIEVINGSALES,THEFIRSTANDFOREM

21、OSTCHARACTERISTICSOFBRANDNAMESAREBREVITY,SONORITYANDMEMORABILITYONLYTHOSEBRIEF,EASYTOUNDERSTANDANDMEMORABLEBRANDNAMESWILLWINTHEAPPROVALOFCONSUMERSFOREXAMPLE,UHA悠哈,ACANDYBRANDNAME,ISSHORTANDSWEETINPRONOUNCINGUHA,LOVELY,CUTE,ADORABEFEELINGSEMERGEINPEOPLESMIND,WHICHAPPEALTOITSTARGETCONSUMERSAPARTFROMTH

22、AT,THETRANSLATEDBRANDNAMEKEEPSTHESYLLABUSOFTHEORIGINALNAME“雅客”3YAKE，INTHESAMEWAY,THEPRONUNCIATIONISCRISPY,SONOROUSANDAGILETHECHINESEVERSIONALSOGIVESUSELEGANTANDCULTIVATEDFEELINGSWHATSMORE,“雅客”ISTHEALTERNATIVENAMEOFTHEFLOWERNARCISSUSFROMABOVEEXAMPLES,THECHARACTERISTICSOFBREVITY,SONORITYANDMEMORABILIT

23、YMAKEBRANDNAMESIMPRESSIVE,WHICHAREHELPFULTOREACHTHEPURPOSEOFSALESOFPRODUCTSINMOSTCASES,BRANDNAMESHAVERICHMEANINGSANDASSOCIATIONSAPARTFROMBEINGBRIEF,SONOROUSANDMEMORABLE,ANOTHERIMPORTANTCHARACTERISTICOFBRANDNAMESISSIGNIFICANCE,INOTHERWORDS,BRANDNAMESUSUALLYCARRYRICHCONNOTATIONSACASEINPOINTISTHEBRANDN

24、AME“彩虹”IRICO,WHOSEENGLISHVERSIONISCOMPOSEDOF“IRIX”AND“CORPORATION”IRIXISAGODDESSINGREEKMYTHOLOGYWHOSERESPONSIBILITYISTOSPREADGOODNEWSTHISHAPPENSTOBEINLINEWITHTHISGROUPSPURPOSETOBETHECREATOROFASWEETLIFEFORHUMANBEINGSIFITWASLITERALLYTRANSLATEDITINTORAINBOW,THEEFFECTWOULDBEDISCOUNTEDGOODYEAR,ATIREBRAND

25、NAME,MEANSANAUSPICIOUSANDHARVESTYEARTHETRANSLATEDVERSION“固特异”NOTONLYISSIMILARTOGOODYEARINPRONUNCIATIONBUTSHOWSATTRIBUTESOFTHEPRODUCTOFBEINGSOLID,SPECIALANDUNIQUE“西冷”SERENEISANAIRCONDITIONINGBRANDNAMETHEMEANINGOF“西冷”，INCHINESEPEOPLESMIND,ISCOLDANDDRYFORTHETRANSLATEDVERSIONSERENE,THOUGHITCONTAINSMOREM

26、EANINGSASBEINGCLAM,QUIETANDCOMPOSED,THEORIGINALMEANINGOFCOLDNESSISREDUCEDELEGANCEANDAPPROPRIATENESSREFERTOTHEMEANINGSOFBRANDNAMESORTHEIDEASTHEYCONVEYEDSINCETHEPURPOSEOFBRANDNAMESISTOBERECOGNIZEDANDACCEPTEDBYCONSUMERS,THEINFORMATIONTRANSFERREDBYTHEBRANDNAMEISREQUIREDTOBECORRECTANDAPPROPRIATE,THATIS,I

27、NACCORDANCEWITHCHARACTERISTICSOFTHECOMMODITYFORINSTANCEBANDAID邦迪BANDAGEFORFIRSTAIDGOLDLION金利来SHIRTMARLBORO万宝路CIGARETTEGIANT捷安特BICYCLEPALOMA百乐满GASBURNINGAPPLIANCECONTAC康泰克COLDMEDICINE天翼ESURFINGNETSERVICE“天翼”ESURFING,ANEWBRANDRELEASEDBYCHINATELECOMTOFULFILLTHEMASSCUSTOMERSNEEDFORINFORMATIONSERVICES“天翼

28、”MEANSFLYINGFREELYINTHESKYACCORDINGLY,“ESURFING”MEANSSURFINGTHEWEBTOONESHEARTSCONTENTWITHESURFING,CELLPHONESORLAPTOPSARELIKEHAVINGWINGSFLYINGFREELYINTHEONLINEWORLDTHETRANSLATEDBRANDNAMEWELLTRANSFERSTHEMEANINGOFTHEORIGINALBRANDNAMEANDTHUSCANBEREGARDEDASANELEGANTANDAPPROPRIATETRANSLATEDBRANDNAME4GIANT

29、ISTHEBRANDNAMEOFABICYCLE,WHOSEORIGINALMEANINGSAREHUGE,GREAT,ORPEOPLEOFVISIONTHETRANSLATEDVERSIONFURTHERSTHEORIGINALMEANINGSANDSHOWSTHATTHEPRODUCTISSWIFT,SAFEANDSPECIALBESIDES,THEPRONUNCIATIONOF“捷安特”ISSIMILARTOTHEORIGINALBRANDNAMEGIANTSO,“捷安特”EMBODIESTHECHARACTERISTICSANDMEANINGSOFTHEORIGINALBRANDNAM

30、ETOBEUNIQUEANDDISTINCTIVEINTHEMARKET,BRANDNAMESOFPRODUCTSAREREQUIREDTOBEORIGINAL,NOVELANDCREATIVETHEFIRSTIMPRESSIONOFTHEBRANDNAMELEFTINCONSUMERSMINDSISVERYIMPORTANTANDITCONSTITUTESAREASONFORTHEPRODUCTTOBESELECTEDAMONGNUMEROUSPRODUCTSOFTHESAMETYPESO,ASUCCESSFULBRANDNAMEANDITSTRANSLATIONAREREQUIREDTOB

31、EINSTANTLYRECOGNIZABLETHEREFORE,ANEXCELLENTBRANDNAMEHOLDSATTRIBUTESOFNOVELTY,ATTRACTIVENESSANDORIGINALITYTAKETHEWALLCLOCKBRANDEMITASANEXAMPLETHEBRANDEMITISSAIDTOBENOVELANDORIGINALBECAUSEITISTHEBACKTOFRONTSPELLINGOFTHEWORD“TIME”,MEANINGBREAKINGTHROUGHTHETRADITIONSWHATSMORE,EMITISRENDEREDINTO“情有独钟”，IN

32、WHICH,“钟”ISENDOWEDWITHTHEMEANINGSOFBOTHTHECLOCKREFERRINGTOEMITANDITSORIGINALMEANINGINTHESETPHRASEBOTHEMITAND“情有独钟”AREINTERESTINGANDIMPRESSIVEANDCANBESAIDTOBEORIGINALANDNOVELTHECHINESEVERSIONOFBCHOW“比俏”ISALSOANOUTSTANDINGEXAMPLEBECAUSEITVIVIDLYDESCRIBESTHEMOODOF“WANTTOBEMORECHARMINGANDPRETTYTHANOTHER

33、S”THISTHOUGHTMAKESTHEBRANDNAMEDISTINCTIVEANDIMPRESSIVETHECANDYBRANDFUJIYAISRENDEREDINTO“不二家”WHICHISINTERESTINGANDFRESHINTHEMARKETTHECHINESEVERSIONSHOWSUNIQUENESS,ORIGINALITYANDINDIVIDUALITYOFTHEPRODUCT23THESTUDIESONBRANDNAMESTRANSLATIONHOMEANDABROADVARIOUSRESEARCHERSHAVEENDEAVOREDTOSTUDYBRANDNAMESTH

34、EPREVIOUSSTUDIESONBRANDNAMESCANBECATEGORIZEDINTOTHREEGROUPS1ECONOMICPERSPECTIVE2CULTURALPERSPECTIVEAND3LINGUISTICPERSPECTIVE231STUDIESONBRANDNAMESFROMTHEECONOMICPERSPECTIVEBRANDNAMEISAPRODUCTOFECONOMICDEVELOPMENT,SOECONOMICANDMARKETRESEARCHONITPLAYSANIMPORTANTROLEINOURSOCIETYBASEDONTHERESEARCHFINDIN

35、GS,WHATTHEEXPERTSSTUDYMOSTLYAREHOWTOCREATE,DESIGN,MARKET,DEVELOP,ANDMANAGEBRANDSAAKERABUSINESSPROFESSORATUNIVERSITYOFCALIFORNIAATBERKELEYANDKEVINKELLERARETWOAMERICANBRANDINGEXPERTS,WHOMAKETHEORETICALANDSCIENTIFICANALYSESONBRANDNAMESINTHEIRWORKSTHEYCONTRIBUTEALOTTOTHERESEARCHINTHISFIELDAAKER1991BRILL

36、IANTLYEXAMINESHOWTOCREATE,MARKET,DEVELOP,ANDMANAGEBRANDSSTRATEGICALLYINTHE1990SKELLER1998PROVIDESACOMPREHENSIVETREATMENTOFTHESUBJECTOFBRANDS,BRANDEQUITY,5ANDSTRATEGICBRANDMANAGEMENT,CONCERNINGTHEDESIGNANDIMPLEMENTATIONOFMARKETINGPROGRAMSANDACTIVITIESTOBUILDJOHNMURPHY,ABRANDINGEXPERTININTERBRANDGLOBA

37、LBRANDINGCONSULTANCY,HASEDITEDANDPUBLISHEDMANYGUIDEBOOKSONBRANDSINADDITION,MOSTRESEARCHESONNAMINGPRIMARILYFOCUSONCHARACTERISTICSANDFUNCTIONSOFENGLISHNAMESFOREXAMPLE,PETERSONWORDTRADEMARKWORDS,SUCHASAPPLEARBITRARYTRADEMARKWORDS,INWHICHWORDFORMATIONISAPPLIED,SUCHASKODAKLIANGGUOTAO1998ADDSTHEFOURTHCATE

38、GORYOFBRANDNAMESSHORTENINGTRADEMARKWORD,SUCHASIBMANDSAYSBRANDNAMESAREDIFFERENTFROMCOMMONWORDS,BECAUSETHEYAREINDUSTRYPROPERTYRIGHTHOURUILONG1997260EXPLORESTHEPSYCHOLOGICALSTRATEGIESOFBRANDNAMING,ANDFIGUREDTHEREISATRAPOFBRANDNAMINGINUSINGTHESTRATEGYOFSINGLEBRANDNAME,WHICHWOULDLEADTOFAILUREOFENTERPRISE

39、SWUHANJIANGINSTEAD,ITISARECREATIONPROCESSTHESAMEBRANDNAMEMAYHAVEDIFFERENTTRANSLATIONSTOSTANDFORDIFFERENTTYPESOFPRODUCTSFOREXAMPLE,THEBABYSDAILYUSECOSMETICJOHNSONMEANWHILE,THESTRATEGYOFTRANSLITERATIONENDOWSTRANSLATEDBRANDNAMESWITHEXOTICTINTSANDFEELINGSTHISSTRATEGYISWIDELYUSEDINTHETRANSLATIONOFBRANDNA

40、MESBECAUSEITNOTONLYKEEPSTHECONSISTENCYOFPRODUCTIMAGESGLOBALLY,BUTALSOREMAINSTHERHYTHMICBEAUTYANDSONOROUSBEAUTYOFORIGINALBRANDNAMESFOREXAMPLEMOTOROLA摩托罗拉CELLPHONESWATCH斯沃琪WATCHESPOCKY百奇DECORATINGBISCUITSUBWAY赛百味FASTFOODEUCERIN优色林COSMETICREEBOK锐步SHOESHARP夏普ELECTRONICHOMEAPPLIANCEKELON科龙ELECTRONICHOMEA

41、PPLIANCEGALANZ格兰仕ELECTRONICHOMEAPPLIANCEERICSSO爱立信CELLPHONEVIRJOY唯洁雅TISSUENEPIA妮飘TISSUE10INTHETRANSLATIONOFPOCKYANDSUBWAY,THETRANSLATEDBRANDNAMES“百奇”AND“赛百味”NOTONLYARESIMILARTOTHEORIGINALPRONUNCIATIONS,BUTEXPENDTHEMEANINGSOFTHEORIGINALNAMESPOCKYSHOWSAMAGICALPOCKETTHATPRODUCESVARIOUSWONDERS,WHICHISIN

42、ACCORDANCEWITHCHINESEPEOPLESPSYCHOLOGYOFBEINGFONDOFSURPRISESANDEXPECTATIONSWHILESUBWAYMEANTOSHOWTHATTHEIRSERVICESPEEDISFASTEREVENTHANASUBWAYANDTHEIRFOODTASTEBETTERTHANANYOTHERSTOSUMUP,THETRANSLITERATIONSTRATEGYEMPHASIZESPHONOLOGICALFORMSOFBRANDNAMES,GOINGAFTERPHONOLOGICALSIMILARITIESBETWEENBRANDNAME

43、SINTHESOURCELANGUAGEANDTHETARGETLANGUAGEITTRIESTOFINDOUTTHESAMEORSIMILARWORDSORMORPHEMESTOTHEORIGINALBRANDNAMESTHISSTRATEGYCONFINESTRANSLATORSTOTHEPHONOLOGICALFORMSOFBRANDNAMESINSOURCELANGUAGESBUTGIVESTRANSLATORSWIDEFLEXIBILITIESINCONFERRINGMEANINGSTOTRANSLATEDBRANDNAMES33LITERALTRANSLATIONLITERALTR

44、ANSLATIONMEANSTOTRANSLATEBRANDNAMESDIRECTLYONTHEBASISOFITSLITERALMEANINGSTHISSTRATEGYISADOPTEDWHENTHETRANSLATEDBRANDNAMESHAVETHESAMECULTURALIMAGESASINTHESOURCELANGUAGEASTHEMAJORSTRATEGYFORTHETRANSLATIONOFBRANDNAMES,THELITERALTRANSLATIONSTRATEGYMAINTAINSCHARACTERISTICSOFORIGINALBRANDNAMESANDCONVEYSAC

45、CURATEORIGINALINFORMATIONANDFEELINGSDIRECTLYANDPRECISELYFOREXAMPLETIGER虎BEERCROWN皇冠AUTOMOBILEPLAYBOY花花公子CLOTHINGCOVERGIRL封面女郎COSMETICFAIRLADY贵夫人COSMETICGOODCOMPANION良友CIGARETTENAUGHTYMONKEY顽皮猴CLOTHINGBLUERIBBON蓝带BEERMAYFLOWER五月花TISSUE营养快线NUTRIEXPRESSBEVERAGEAMONGTHESEEXAMPLES,THEORIGINALBRANDNAMETIG

46、ERGIVESPEOPLETHEFEELINGSOFBRAVERYANDFIERCENESS,WHICHARELIKEDBYMOSTMALECONSUMERSTHELITERALLYTRANSLATEDBRANDNAME“虎”WELLCONVEYSTHEINFORMATIONOFTHESOURCELANGUAGEATTHESAMETIME,ITATTRACTSTHEATTENTIONOFTARGETCONSUMERSTHUSTHEBRANDNAMESINBOTHTHESOURCELANGUAGEANDTHETARGETLANGUAGEWELLPERFORMTHEFUNCTIONOFPROMOT

47、IONBLUERIBBONISRENDEREDINTO“蓝带”BLUERIBBON,INENGLISH,HASCONNOTATIONSOFMASTERPIECE,THEHIGHESTHONOR,TOPRANKING,ETCHOWEVER,THESEMEANINGSARENOTLOADEDON11THECORRESPONDINGLYTRANSLATEDBRANDNAME“蓝带”,WHICHJUSTMEANSRIBBONSOFTHEBLUECOLORTHESAMESITUATIONHAPPENSTOTRANSLITERATIONINSOMECASESTHUSTHEREARESOMELIMITATI

48、ONSFORBOTHTHETRANSLITERATIONANDTHELITERALTRANSLATIONSTRATEGIES34COMBINATIONOFTRANSLITERATIONANDLITERALTRANSLATIONTHESTRATEGYOFTHECOMBINATIONOFTRANSLITERATIONANDLITERALTRANSLATIONMAKESTRANSLATEDVERSIONOFBRANDNAMESCLOSETOTHEORIGINALBRANDNAMESBOTHINMEANINGSANDINPRONUNCIATIONSFOREXAMPLE洽洽CHACHEERMELONSE

49、EDS回力WARRIORSHOEXTEP特步SHOESEVENUP七喜BEVERAGEPAMPERS帮宝适DIAPERPOLAROID拍立得CAMERAHYGIENIX洁云TISSUEKLEENE舒洁TISSUESIGNAL洁诺TOOTHPASTECOLGATE高露洁TOOTHPASTEWALEX威洁士WASHINGPOWDERHISENSE海信TVSETPOVOS奔腾ELECTRICALHOMEAPPLIANCE相宜本草SINOWAYHERBCOSMETICTHETRANSLATEDVERSIONOF“洽洽”CHACHEERCOMBINESTHEPRONUNCIATIONOF“洽”ANDITSMEANINGOFBEINGHAPPYORCHEERFULTHESNEAKERBRANDNAME“回力”ISTRANSLATEDINTOWARRIOR,WHICHISSIMILARNOTONLYTO“回力”INPRONUNCIATION,BUTALSOINMEANINGSEMANTICALLY,“回力”MEANSTREMENDOUSPOWERTOOVERCOMEDIFFICULTIES,CORRESPONDINGWITHTHEMEANINGOFTHEWORD“WARRIOR”SOITISTHOUGHTTHATPEOPLEWHOWEARTHEWARRIORSNEAK