【正文】 names. So we can just find the original English words when we translate them. “喬士襯衫 ” is translated into “Choice”, “雅戈?duì)栆r衫 ” is translated into “ Younger”, and “康巴絲鐘表 ” is translated into “Compass”. Literal translation is an important method, it has many advantages, for example, be able to convey the original meaning, reflect the original style, and so on. Although the literal translation method can carry the meaning of the brand name more pletely, it also fails to express it in the same concise way. So we need to apply other methods. Transliteration Transliteration is another form of translation, and is the practice of converting a text from one script into another. Transliteration means, mainly according to the pronunciation of the original brand names, to translate it into similar Chinese version without negative meaning at least. It has a few advantages. First, it is a convenient and rapid way to translate. Second, it is popular among target receptors because of its conciseness and originality. Third, it’s an efficient way to bridge the linguistic gap and facilitate brand globalization and standardization. It uses the similar pronunciation or the same target language in order to stress the beauty of the original tone. “強(qiáng)生 (Johnson)”, “索尼 (Sony)” and “力士 ( Lux)” ,all the above brand names have maintained the original tone as well as short and catchy. They can also be associated with the perfect 濟(jì)寧學(xué)院畢業(yè)論文 第 8 頁 共 21 頁 performance of the product, which have achieved the purpose of advertising. Another example is China’s “Ya Ya” clothing. “Ya Ya” is used instead of Duck or Ducky, because duck often gives the feeling of silly and clumsy in English culture. While “Ya Ya” doesn’t have such association and is catchy and easy to remember which makes the product sells pretty well. We can adopt or create English words which he tones are similar to the Chinese words to translate brand name. These English words are very particular because they not only have the approximate tone of Chinese, but also meaning of itself. “風(fēng)華 ” refrigerator has been translated into “Forward”（ 向前 ） , “四通計(jì)算機(jī)集團(tuán)公司 ” is translated into “Stone”（ 石頭 ） , “好娃友口服液 ” into “How Are You Oral Liquid”（ 你好口服液 ） , “海信電器公司 ” into “Hisense”（ 高靈敏 ） . All these give people deep impression. Direct Transliteration Direct translation means to translate the brand name only according to the original pronunciations, so the translations usually don’t make any sense in the target language. This method is often adopted when the brand names of the products are from the names of places or persons or just taken as labeling marks which are not loaded with denotation or connotations. The translation may mean nothing in the target language, but it retains the similar pronunciation, sounded exotic. It can keep the brand name as a foreign name and easily attract customers’ eyes with new impression, because it’s quite different from the traditional Chinese brand names. The famous camera brand “Kodak”, which is a coined word, is translated into “柯達(dá) ” .“ 柯達(dá) ” is not a given word in Chinese vocabulary, but the original name and its Chinese translation both remind customer naturally of clicks of camera. Take a luxury brand “Versace” as another example, it is transliterated into “范思哲 ” according to its pronunciation. It sounds like a Chinese name that can draws Chinese consumers closer to the brand name. What’s more, “思哲 ” means logic and rationality in Chinese. It can improve the image of the brand name in Chinese market. “Macro(萬家樂 )” is a wellknown water heater brand in Guangdong. It creates a joyful and peaceful atmosphere, 濟(jì)寧學(xué)院畢業(yè)論文 第 9 頁 共 21 頁 which is in line with the traditional Chinese psychology of naming brand names. The former translation was “Wan Jia Le” using direct translation, but it has no sense in English and didn’t express the original meaning. In order to cater to international trend and boost sales, it was updated to Macro. The pronunciation of Macro is similar to Wanjiale in Cantonese and macro means big, broad and large scale which can reflect its ambition to enlarge the national industry. This translation is rather original and refreshing. While “Mazda” is originated from the God of Power in the ancient Persian religion,. Being translated into “馬自達(dá) ”, it has the implication of easy to drive. “Miltown” is a kind of medicine dealing with insomnia. Being transliterated into “眠爾通 ” makes it selfevident that it works for insomnia. There are some other examples of the brand names transliterated directly from English to Chinese such as the puter hardware “Intel(英特爾 )”, the mobile phone “Motorola(摩托羅拉 )” , the puter “Dell(戴爾 )” ,home appliances “Sharp(夏普 )” and automotive “Audi(奧迪 )” ,garments “Baleno(班尼路 )” ,electronics “Casio(卡西歐 )” ,medicine “Finbid(芬必得 )” , watch “Rado( 雷達(dá) )” and jewelry “Tiffany( 蒂芙尼 )” are all wonderful translations applying the method of direct transliteration. For Chinese brand names, there are also some excellent examples. “西冷 ” is an air conditioner which is produced in Hangzhou. While “西 ” indicates its production place, “冷 ” implies its perfect function in cooling. The translator used transliteration to translate it into “Serene” instead of “Xileng” which might not be prehended by foreigners. But “Serene” not only shares the similar pronunciation with “西冷 ”, but also has the meaning of quiet. As an air conditioner, working quietly is a good selling point. It has bined its pronunciation and quality perfectly. Abbreviated Transliteration Abbreviated transliteration means translating only part of the brand name to meet a basic requirement of brand names — brevity. Most of time, consumers could only take a brief glance at a particular brand name when he or she is surrounding with so many products. So brevity is of great important