【正文】 本茨 ” at first, but this translation is long and has little sense to Chinese consumers. So the first half of the original brand name was omitted and the translation was changed into a more simplified version “奔馳 ” which sounds similar to “Benz”, and has an excellent associative meaning. Once heard of it, people will instantly think of a luxurious car running fast and swiftly, then arouse the desire to buy. There are some other examples of the brand names transliterated by abbreviation approach form English to Chinese such as the puter “HewlettPackart(惠普 )” and the watch “Solvilet Tituss(鐵達(dá)時 )” . The Combination of Literal Translation and Transliteration As the name suggests, this method means literal translation for part of a brand name and transliteration for the rest. Therefore it has the advantages both of literal translation and transliteration. “Unilever” is the global leading provider of food and personal care which is translated into “聯(lián)合利華 ” . The prefix “uni” is translated into “聯(lián)合 ” literally, and “利華 ” is the Chinese phonological equivalent for “l(fā)ever”. Because it means benefit China in Chinese, the translated brand name attracted many local customers once it was introduced into China. And it turns out that the product sells pretty well in China. Another famous example is the translation of the brand name “Goldlion”. In English, “Goldlion 濟(jì)寧學(xué)院畢業(yè)論文 第 11 頁 共 21 頁 (Golden Lion)” is a symbol of courage, dignity and authority which is in line with Western standards for men. “Goldlion” was translated into “金獅 ” directly based on its original meaning. However, it was found out that the products was unpopular in China, because the pronunciation of 獅 shares the same pronunciation with 失 （ which means lose） in Chinese. From Chinese customers’ view, the translated Chinese brand name would arouse negative associations and be supposed to bring bad luck. So it was changed into “金利來 ” . 利來 is the transliteration of lion, and it implicates that it can bring large profits to its owner in Chinese ( 利 means profit and 來means e respectively in Chinese). The latter translation was proved to be a big success, as the product has been sold very well since then. “ Mickey Mouse(米老鼠 )” , coffee “Starbuck(星巴克 )” and puter control devices “Logitech(羅技 )” are all successful examples of translation method using the bination of literal translation and transliteration Free Translation Free translation means translating freely, not being dragged with the original brand name. The shampoo “Rejoice” has the meaning of happy and joy, but as a brand name, it might be a little difficult for Chinese to accept it. Instead, being translated as “飄柔 ” , people can instantly associate with the picture that after using it, the hair became soft and beautiful. The potential customers of this product are mainly female. By this name, it sounds like their dream for hair will became true. Now, “Rejoice” is a pretty wellknown brand name, having a high reputation. So does “Crest(佳潔士 )”, “Ariel(碧浪 )” and “Lenovo(聯(lián)想 )”.“7up” is a brand of beverage. A totally equivalent Chinese name couldn’t be founded. As up has the meaning of forward, so here up is extended as happiness. “七喜 ” is choosed to be its Chinese name. “Mitsubishi(三菱 )” is a Japanese automobile whose logo is made of three diamond. So it is translated into “三菱 ” that means three diamond in Chinese. This translation is based on its logo which connect the brand name with its logo and easy to remember. So does the chewing gum “Wringley”. There’s an arrow pattern on the package, so it is translated into “箭牌 ”. 濟(jì)寧學(xué)院畢業(yè)論文 第 12 頁 共 21 頁 While “Ball Mall” cigarettes is translated as “順牌 ” in Chinese. How does this translation e from? The pronunciation of Ball is similar to波 , and Mall is similar to 歿 . So “Ball Mall” together means 波泊浪歿 , which means sailing safe and smoothly on the sea. “順牌 ”is the simplified version of this meaning The Danish Cookies “Kieldsens” is translated as “藍(lán)罐 ” instead of being translated directly by its pronunciation. This idea came from its package of blue cans and won a lot of praise. Sometimes we can invent a new word when translating Chinese brand name into English one. “Skinnice” is the English name of “膚美靈 ” which is a cosmetic brand. Skin indicates that it’s a cosmetic product, while nice indicates the nice skin after using it. The same goes to “陜西彩虹集團(tuán) ”. It uses “Irico” as its international name. The former part, “irx” is created from “Irix” that is the God of Rainbow which conforms to its Chinese meaning. While the latter part— co is short for corporation. Compared with simply translated as Rainbow or Caihong, this name is original and innovative. “Freshtech(新飛冰箱 )” is another example. As s refrigerator, its duty is to keep food fresh and by new technology, it can perform better. This name passes this information exactly. Another free translation method is not to translate. Such as 3M. 3M is an acronym which is shorted for mimmesota, mining and manufacturing. A properly equivalent Chinese one is difficult to find. So its English acronym is retained in Chinese. We could also feel exotic and novel from this special name. Domestication and Foreignization In light of the differences and conflicts between the source language, target language and the cultures they carry, which strategy should be adopted in translating, foreignization, domestication or a bination of both? This problem of translation is always in debation. Domestication and foreiginization that describe two different translation strategies are the two terms advanced by American deconstructionist 濟(jì)寧學(xué)院畢業(yè)論文 第 13 頁 共 21 頁 translation theorist Lawrence Venuti. According to his theory, domestication is defined as “a transparent, fluent style is adopted in order to minimize the strangenes