【文章內(nèi)容簡介】 cosmetic “Clean amp。 Clear” express the information that if you use this product, your skin will be clean and fresh. It sounds very fluent. If it is translated into “干凈清爽 ”, the beauty of its sound may disappear. However, if we use “可伶可俐 ”, the product is absolutely into the girls’ favor. Because it not only makes consumers associate it with being clever and bright young girls but also retains the sound of the original 濟(jì)寧學(xué)院畢業(yè)論文 第 5 頁 共 21 頁 one. When the car Lexus begins to sell in china, the pany decided to use“ 凌志 ” as its Chinese name. This name may recall their memory about Chairman Mao’s majestic poem “久有凌云志，重上井岡山 ”. Advertising Functional Principle The translated brand name must not only conform to the product’s nature but also the modity characteristic. It should be easy to spell, read, write and remember, and attractive to customers. Here are some examples. “Dynasty” , the English trademark of “ 皇朝葡萄酒 ” , makes us cannot help associating it with the old mystical country and its royalty, leaving us a deep impression for the wine. The translation of “ 永久自行車 ” is Forever. It is in line with its advertisement which is “ 經(jīng)久耐用，直到永遠(yuǎn) ” pletely. “ 蜂花化妝品 ” is translated into “Bee amp。 Flower” which let us feel fortable and fragrant after we use it. All the above brand names arouses our purchasing desire as well as advertise its product. 濟(jì)寧學(xué)院畢業(yè)論文 第 6 頁 共 21 頁 Chapter2 Methods of Brand Name Translation Literal Translation Literal translation means the direct and loyal translation of the semantic meaning of the original text. It’s often used in the translation of the brand names that carry good denotative meanings and positive association in both the source language and the target language. In translating English brand names into Chinese ones, literal translation means translating it into the correspondent Chinese words according to the original meaning, such as “藍(lán)鳥 (Blue Bird)” and “藍(lán)帶 (Blue Ribbon)”. Chinese belong to the logographic system. Some English phonemes don’t exist in Chinese。 stress and intonation patterns are different. Literal translation plays emphasis on the original meaning and content, the expression of the translated brand name will be more exact and visual. All of those can help the target readers to understand the connotation that the product holds. For example, the English brand name “Good Companion (cigarette)” which is literally translated into “良友 ” . The rendered version presents the same message as the former words that mean this superior cigarette is close friend acpanying you with your life. Another good example, “Crown (automobile)” is translated into“ 皇冠 ” . This version pletely preserves and passes on the information of being royal and luxurious out of the original one to its Chinese consumers. There are more examples of literal translation of brand names from English to Chinese. Such as the puter software “Microsoft(微軟 )” ， puter hardware “Apple(蘋果 )” ,men’s wear “Playboy(花花公子 )” ， beverage “Red Bull(紅牛 )” and cigarette “Camel(駱駝 )” . While translating Chinese brand names literally into English ones mainly refers to using the method of Chinese Pinyin. Chinese Pinyin is another kind of Latin words. It is pretty popular in Chinese brand name words, “Chunlan(春蘭空調(diào) ） ”, “ Lishen（ 力神咖啡 ） ”, etc. The translation of “Haier” is a perfect example. It uses Chinese Pinyin as its English name, but 濟(jì)寧學(xué)院畢業(yè)論文 第 7 頁 共 21 頁 “Haier” shares the same pronunciation with higher. So it can be associated with the high quality of the product and the innovative spirit of the pany. Both help the promotion. When we use Chinese Pinyin to translate brand names, we should pay attention to that it not only marks the tone of brand names, but it also has the sense of itself and its meaning is the content of corresponding Chinese words. Some Chinese Pinyin words have senses in English in some translation practices. “芳芳 ” cosmetics’ Pinyin is “Fang Fang”, however, “Fang” is the teeth of snake in English. So when we use Pinyin to translate, we have to be careful. Some products’ names are the corresponding English words of Chinese 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 th