商標(biāo)詞翻譯中的文化禁忌及應(yīng)對策略英語

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OnCultureTaboosinTranslationofTrademarkWordsandCopingStrategies

XuHuimin

Abstracts:Withtheadventofeconomicglobalization,moreandmorecommoditiesaregoingoutofthecountryandhaveashareinworldmarket.Trademarkisaspeciallanguagesymbolandimportantcomponentofcommodityculture，representingtheuniquecharacteristicsofthecommodity.Itisalsoapowerfulweaponforenterpriserstoparticipateininternationalcompetition.Goodtrademarktranslationcanbringtremendouswealthtotheenterprisewhiletheadversetrademarktranslationcanmaketheenterprisepayaheavyprice;thereforethesurvivaloftheenterprisehasanintimaterelationshipwithtrademarktranslation.Trademarktranslationshouldfollowtheprinciplesoftranslationandpayattentiontotheculturalforbiddenzoneintrademarktranslation.Herearemanywaystotranslatetrademarks,suchaspinyin,transliterationandsoon,whichshouldpayattentiontotheculturaltaboosofdifferentcountriesandnationalitiesinordertoavoidunnecessarytroubles.

1.Introduction

Theemergenceoftrademarksasasymbolofenterprise,itisabridgebetweenproducersandconsumersindirectdialogueitisapowerfulweaponforenterprisestoparticipateininternationalcompetition.ThedeepeningofChinasopening-upandtheincreasingeconomicactivityofforeign-fundedenterprisesinChinahasgreatlyenrichedtheeconomiclifeoftheChinesepeopleandcreatedmanyneweconomicandcommercialactivitiesfortheChinesepeople.Alargenumberofdomesticexportstoallpartsoftheworld,foreigngoodsalsofloodedintothedomesticmarket.Legitimategoodshavetheirowntrademarks.Today,witheconomicglobalizationandregionaleconomicintegration,moreandmoreChineseenterprisesinordertoseeklargerdevelopmentspaceandseekhighereconomiceffectivenessforgooutofthecountryandtendtowardstheworld.Atthesametime,ourlivesappearmanyforeignbrandswiththesameideaandpurpose.Acompanywhethercansetupitsownbrandinthistimeofrapideconomicgrowthandgainmoredevelopmentspace,thekeydependonproductqualityandresearchanddevelopment.Butonceyououtofthecountry,youwillfacedifferentculture,language,customs...underthebackgroundoftheinternationalmarket.Thetrademarklanguageisakindoflanguagedifferentfromtheordinaryword,andtheordinarywordcomparisonimplicationismoreprofoundandthecontentenrichesmakesthepeopleeasytoremember.Forexampleadvertisementandtranslationoftrademarkwillplayacrucialroleintheearlystage.Itisnotanexaggerationtosaythatwhenanenterprise’sbrandisintheinternationalmarket,thenameofthecommoditytranslatedappreciatelyornot.Inasense,itisdirectlyrelatedtothebrandintheinternationalmarket,inaway,isdirectlyrelatedtotheenterprisebrandintheinternationalmarket.

Nowadayswecanseeallkindsoftrademarkswhenwewalkinginthestreet.Thetrademarkishastheremarkablefeatureofacommodityproducerorbusinessoperatorwhouseitinordertodistinguishhisgoodsfromotherpeoplesgoods.Therefore,inthecirculationofcommodities,trademarkisthesymbolofcommodities.Sometrademarksisaword,sometrademarksarejustasimpleimagedesign,whilesomesignsarethecombinationofgraphicsandwords.Takingtrademarksadvertisingcommodityhasbecomeanimportantwayofenterprisestotapthepotentialofinternationalmarketandpromotethedevelopmentofinternationaltrade.Trademarktranslationisthetransformationfromonelanguagetoanother,andtomaintainitsoriginalstyleandconnotation.NowadaysmoreandmoreforeigngoodsareenteringtheChinesemarket.Meanwhile,moreandmoreChineseproductsaresellinggoodsallaroundtheworld.HowsuccessfullytranslatetheEnglishtrademarkintoChinesetrademarkhasbecomeaproblemformanyenterprisesandthetranslatortoconsider,andifChinasenterpriseshaveintentiontoentertheinternationalmarket,thatmustbeconsiderhowtohavegoodtranslateforChinesetrademarktheintotheEnglishtrademark.

Thispaperstartsfromthetaboooftrademarktranslation,analyzestheculturaltabooswhichshouldbepaidattentiontointheprocessoftrademarktranslationduetodifferentculturesofvariouscountries.WiththeexchangeofChineseandforeignproducts,thetranslationoftrademarksisinevitable,sothetranslationoftrademarksplaysanimportantroleinthesaleofgoodsoutsidethehome.Thefirstchaptermainlyintroducesthebackgroundandsignificanceoftrademarktranslation.Thesecondchaptermainlyintroducesthemethodoftrademarktranslation.Thethirdchaptermainlyintroducesthedifferentculturaltaboosindifferentcultures,andthefourthchaptermainlyputsforwardsomecorrespondingstrategiesfortheculturaltaboosintheworld.Thefifthchaptermainlysummarizesthefullcontent.

2.TranslationMethodsofTrademark

Intheprocessoftrademarktranslation,businessmenstrivefortrademarkindividuality,concisecontent,breakthroughtherulesofgrammar,asfaraspossiblewiththeleastcontenttextbearingthemostcorporatecultureandcommodityvalue,andtomakeconsumershavethedesiretobuythegoodsandfacilitatetheeffectofmemory.(許金杞.意美、音美、形美——英文商標(biāo)的漢譯[J],外語與外語教學(xué)，2022,(11):48.).

2.1Transliteration

TransliterationisbasedonthepronunciationofEnglishtrademarks,whicharetranslatedinthesameorsimilarpronunciationofChinesecharacters.Itsadvantageisthatitcanmaintaintheoriginalpronunciationadvantageoftheoriginalbrandandbrandname,whichcanreflecttheexoticatmosphereofthegoods.Takingtransliterationoftrademarknameismainlycomposedofapersonsname,enterprisenameorotherpropernoun.ThismethodisusedinbothEnglishtrademarktranslationandChinesetrademarktranslation.AcommonusedfortransliterationEnglishtrademark,suchasSony,LOrea,Nike,Casio,Revlon,Ikeaetc.

2.2SyntheticPhonics

SyntheticPhonicsistocutwordsormakewordstogether,createanewwordtotranslationbrandname,makethebrandnamenovelandinteresting,impressive,andhaveabundantassociation.Therefore,itcanplayaroleintheadvocacy.Suchas新意達(dá)集團“Newit”(New+Wit),東方星鐘表“Eastar”（Eeast+star）,膚美靈打扮品“Skinice”（skin+nice）,金霸王電池“Durablecell”(Durable+Cell),尤妮佳“Unicharm”（union+charm）,德生電“Tecsun”（technology+sun）.

2.3Spelling

Thetrademarktakingspellingwhichismoresimplyandintuitive,andisnameddirectlyintheformofpinyin.Suchas:大寶（DABAO）、六神（LIUSHEN）、華為（HUAWEI）etc.WhenweusepinyintotranslatethenameofanEnglishtrademark,sometimesitdoesnothavecorrespondingwordsorexpressionsofChinese.Sometrademarkswillbepresentedintheformofpinyininthetranslationprocess,butthewordmayhavedifferentmeaningsinEnglish-speakingcountries.Forexample,thereisatrademarkcalled“FUCKPincers”,whichprobablyinitialsofthecompanyname.ButinEnglish,thewordmeans“cheating,cajoling”orevensexslang.Therefore,whenwetranslatetrademarks,weshouldbecarefulofeachcountryofculturaldifferencesandculturaltaboos.Althoughtheuseofpinyintranslationoftrademarkshavefailedcases,buttheuseofPinyintranslationoftrademarkshaveasuccessfulcase.Suchas“ChunLan”（春蘭空調(diào)）and“ChangHong”（長虹空調(diào)）.Butthesesuccessesareintheminority.Sometrademarksthatusepinyintranslationcanbemisleading,producenegativeassociationsandcauseambiguity.Suchasthelipstickbrand“芳芳”,translatedbypinyinas“FangFang”,butinEnglish,theword“Fang”means“along,sharptoothofadog;asnake’spoison-tooth”.So,forcosmeticsthatwanttomakepeoplebeautiful,thetranslationistoodifferentfromitsoriginalmeaning,anditcantarouseconsumersdesiretobuy.Althoughpinyintranslationisrelativelysimplecomparedwithothertranslationmethods,butthetrademarkisonlyasign,whichusuallylosesthedeepmeaningoftheoriginaltrademark.Forexample,“金龍”translatesto“KingLong”.Thepronunciationof“金”and“King”isveryclose,andithasanoblemeaning,andthisconversionisreasonable.InChina,“龍”isthesymbolofChineseculture,symbolizingthemeaningofjusticeandprosperity,buttheword“Long”inEnglishpronunciationfor“Wolf”sowiththemeaningof“龍”haveacleardifferenceinmeaning.Inthesecases,thelossoftheoriginalmeaningofthetrademarkbutalsotoforeignconsumerspuzzled,donotunderstandwhatthesetrademarksmean,thusaffectingthesalesvolume.

2.4LiberalTranslation

Theliberaltranslationreferstothetranslationaccordingtothepurportoftheoriginaltext,notthewordtranslation.Usuallyinthetranslationofsentencesorphrasesusedmore,liberaltranslationismainlyusedintheoriginallanguageandthetranslationoflargeculturaldifferencesinthecase.Liberaltranslationismoreabletoreflectthelanguagecharacteristicsofthenation.Thetransliterationoftrademarkmeansthatthetranslatorhastoabandontheliteralmeaningoftheoriginaltextinordertoconformtotheoriginalcontentandthemainlanguagefunction,whichisbasedonthenationalcultureandfocusesontheculturalconnotation.Inotherwords,thetransliterationisacompletelyliteraltranslation.Suchas“RedBull”（紅牛飲料），“Microsoft”（微軟），Theliberaltranslation,alsocalledFunctionalequivalencetranslation,usuallyonlychoosesthecontentoftheoriginaltextanddiscardsitsform,whichisakindoftranslationafterdigestion.Forexample:“雀巢咖啡”translatedintoNescafe.NescafeistheabbreviationofNestleCoffee,whydoyouhavethistranslation?BecausethecoffeesoutsourcingbottlecapisprintedwiththedesignofNestle,itsEnglishisNestle,andthe“咖啡”translationiscoffee,sointranslating,Thetranslatoraccordingtothemeaningtaketwowordstogetheris“Nescafe”.

3.TheCultureTaboosinTranslationofTrademark

Becauseininternationaltradedifferentcountrieshavedifferentsocial,historicalandculturalbackgrounds,acommodityoftenappearstobepopularinonecountry,butinanotheritisneglected.Thisisbecausethetranslatordidnottakefullytheculturalandhistoricalbackgroundofthetrademarktranslationintoaccount,whichledtothemarketingfailure.Translatorsshouldhaveacertainunderstandingofdifferentcountriesofnationalcultureandculturaltaboos,therewillnotduetothemistakeoftrademarktranslation,resultinthefailureofcommoditymarketing.(Nida,E.“Language,CultureandTranslating”,上海:上海外語教導(dǎo)出版社,1993.).

3.1TaboosofNationalPsychology

Nationalpsychologyreferstothecharacter,temperament,emotion,valueorientation,religiousmentalityandaestheticpsychologyofanation.Althoughthepsychologicalmodelofanationhasthesamecharacteristicsasothernationalities,butmostofthemaredifferentandmutuallyexclusive.Thenationalpsychologicaldifferencesmakepeoplehavepsychologicalconflictinthepeopleintercourse,andformthebarrierofmutualintercourse.Nationalpsychologyistheinherentpsychologicalcharacteristicofanationintheprocessoflong-termevolution.Becausedifferentethnicgroupsareaffectedbydifferentecologicalenvironment,religiousbeliefandhistoricalpoliticalandculturalbackground,differentethnicgroupsformdifferentnationalpsychology.Differentnationalpsychologyhascreateddifferentvaluesandconsumingpsychology.Thepsychologicalmodeofanationinevitablyinfluencesitsshoppingmentality.Intheprocessoftrademarktranslation,ifweignorethenationalpsychologicaldifferences,thegoodproductswillnotbeboughtfortheunacceptabletranslatedtrademarkinsalesplace.Suchas“帆船”carpetisalsothetraditionalexportproductstranslatedintojunkresultsintheUnitedStatesmarketnoonetobuy.OriginallyjunkinEnglishsailingaccidentalsohaverubbish,tatteredmeaning.Lateritwastranslatedinto“Junco”toattracttheattentionofforeignpeople.Becauseofthedifferentcustomsandmoralsofeachcountryandnation,thetranslatorshouldconsiderthecultureandcustomsoftheplaceofsale.Thetrademarkofthe“太陽神口服液”wantstoshowtheworldthattheoralliquidcanbefullofyouthfulvigor,notdirectlytranslatedintothethegodofthesun,thetranslatorinthetranslationoftheCulturaltransformation,translatedasApollo,theancientGreeksunGodsmeaning,representingthelightandyouth,withtheoriginallanguage.

3.2ElementofPolitics,EconomyandHistory

Politics,economyandhistorydeterminethestatusofacountryintheworld,soitisaculturaltabooisanimportantfactortobeconsideredinthetranslationoftrademarksandasensitivefactor,soitisveryimportanttotakeintoaccountthepolitical,economicandhistoricaltaboosintranslation.SuchasOPIUMperfume,inventorofthetrademarkin1977hadbeentoChina,hestartedfromtheChinesesnuffbottlemodelinginspiration,createdtheOPIUMbrandperfume,trademarkmeansOPIUM,translatedasOPIUMwillremindtheChineseofhumiliationoftheopiumwar,thestrongnationalpridemakestheperfumewaslistedinChinaslammedbyconsumers,andeventuallybannedduetoviolationofChinastrademarklaw.Bearinmoderneconomicterms,itcanbematchedwithmarket,whichmeansmarketoffallingmarket,popularlyknownasweakcity,marketandbearmarket.Suchwordsshouldnotbeusedontrademarks.

3.3TheVariationofCultureTaboosinDifferentCountries

3.3.1TheVariationofAnimal’sSymbolicMeaning

Panda:inChina,theyareseenasanimalsandpets,butinMuslimcountries,theyareseenaspig.Africantrademarkalsobansthepanda.

Bats:westernersbelieveitisasymbolofterror,deathandforeboding.Evenkidsknowitsavampire.However,inourcountry,itisregardedasasymbolofhappiness,asanauspiciousomen.

Elephant:inIndia,SriLankaandothercountriesareauspiciousthingsandsolemnsymbols.ButinsomeEuropeancountries,elephantshavethesamemeaningasidiots

Owl:inourcountry,theowlisregardedasanominoussign.InadditiontotheSwiss,westernersbelievethatitistheembodimentofwisdom,courageandtoughness.

Peacock:inourcountryandsouthAsia,itsymbolizesauspiciousnessandbeauty.Indiaalsoseesitasanationalbird,butEuropeansseethepeacockasascourge.

Dogs:dogsinthewestareseenasaloyalpartner,protectedbylaw.Instead,insomepartsofnorthernAfrica,peoplehatedogsandtaboodogs.

Cats:inmanycountries,theyareconsideredpets.Europeansthinkcatscanbringgoodluck.Butmanypeopleinwesterncountriesthinkblackcatsareunlucky.

Thecrane:ourcountryregardsitasasymbolofgoodluckandlongevity,whiletheFrenchthinkthecraneisastupidmansname.

Rabbit:manycountriesthinkthatrabbitsarecuteanddocile,butinAustraliatheyaretheexception.Becauserabbitseatgrass,theyarethebaneofwoolproduction,sotheydontlikethe“rabbi”brand.

Phoenix:inourcountryisakindofthemiraculousanimals,onbehalfofthelucky,happiness,andelegant.Chinesepeoplebelievedthata“鳳凰”bicyclecanbringgoodluck,butinwesternculturelegendphoenixisnotdeadbird,thereisthemeaningofrenewableandresurrection,sothegoodsnotakersinthewestitisnotsurprising.Asimilarexampleof“喜鵲”，buttheEnglishwordis“magpie”istalkingaboutboringpeopleinthewest.

3.3.2TheVariationofNumberSymbolicMeaning

0:Indiansbelievethatthenumberendingin0ispositive.

1:intheeyesofwesterners,“1”meansperfectionandinitiation.

3:theGreeksandEgyptiansconsideredthe“3”tobesacred,dignifiedandauspicious.Somewesterncountriesseethisasanunluckynumber.

4:NorthKorea,JapanandChinathinkthisnumberisunlucky.IntheeyesofJapanese,itislazyanduseless.TheArabsthoughtitwasimmortal,sotheyattachedgreatimportancetothisnumber.

7:SomeEuropeansandAmericansthinkthisisagoodluck,whileSingaporeanshavetheoppositeidea.

8:thisisaluckynumberinChina,whichisverysimilartotheword發(fā),whichpeopletendtochoosewhenchoosinganumber.Singaporeans,however,saytheNumbersarenotgood.

13:thewestandSingaporethinkthisnumberwillbringbadluckandmisfortune.Sothereareno13floorsinwesterncountries.

Digitaldeificationalsoshowsthedifferencebetweeneastandwest.Inourcountry“666”,“999”,“金六?！?“三元”and“13”thesedigitalproducts,intheUnitedStatescanseethe“7-up”,“ModleSeven”and“7-eleven”andothertrademarksofgoods,but“666”,“13”goodsexportedtotheUnitedKingdomandtheUnitedStateswillbecomeaproblem,becausethe“six”inthewestisthesymbolofthedevil,13isanunluckynumber.Itisdifficultforustomasterthecultureofeachcountry,whichrequiresustoaccumulateknowledgetoavoidtheculturaltaboosofothercountriesinthetranslationoftrademarks.

3.3.3TheVariationofColorSymbolicMeaning

InChina,greensymbolizeslife,redsymbolizespassion,whitesymbolizespurity,andblacksymbolizessolemnity.IntheUnitedStates,lightcolorsaregenerallyliked,suchasivory,lightgreen,lightblue,yellow,pink,lightyellow,andtheydontlikepurple.InFrance,peoplehaveimaginativeaboutcolor.Inaddition,thecolorresearchandapplicationisveryexquisite,likered,yellow,blueandothercolors.Bright-colorisregardedasthesymbolofvogue,luxuriant,nobility,sobright-colorispopularinFrance.IneasternFrance,boysinfashionwearblueandgirlswearpink.ForBelgium,chrysanthemummeansdeath,sosimilartothechrysanthemumcolorwontwelcome.ForsouthernBelgium,girlslovepinkandboyloveblue,ordinarypeoplelovetheelegantgrey.Avoiddarkgreen,blackandgreencolorforNaziuniform.ItisnotappropriatetouseblueandyellowasacommercialinSweden.Manycountrieslikegreen,especiallyinthedesertwhereArabsseegreenaslife,andgreenasasymboloflifefortheflag.TheJapanese,however,taboogreen,whothinkgreen,isunlucky.InMalaysia,greenisthesymbolofdisease.Westernersusewhitetosymbolizepurity,andblacksymbolizesdeath.Britainregards“red”ascruelandunlucky.Inwesterncountries,westernersregardwhiteasasymbolofpurityandbeauty,andthebridesweddingdressiswhite,whichsymbolizesthepurityandfidelityoflove.

4.CopingStrategiesofCulturalTaboosintheProcessofTranslation

Trademarksaretheunityoflanguageandculture.Trademarktranslation,withtheperspectiveofcross-culturalcommunication,accuratelygrasp,thesurfacecultureanddeepculture,whichcanturnthematerialvaluetotheabstractspiritualvalue.Itallowedconsumerstounderstandthematerialvalueofgoodsandmateriallanguagecultureandspiritualculture.Goodsaresoldtodifferentcountriesandregions,soculturaldifferencesbetweendifferenttypesanddegreesarenecessarilyreflectedinthelanguage.Althoughthetranslatordealswithindividualwordsintrademarktranslation,thetranslatoralwaysfacestwocultures.Facingwithfiercecompetition,thetranslatormusthaveastrongawarenessofinterculturalcommunication,andbreakthebondageoflanguageformequivalenceconceptinorderthatbringoutthesoundandmakeallbrandnamesofgoodshavebroadmarketprospects.([3]Newmark,Peter.ATextbookofTranslation[M].Shanghai:ShanghaiForeignLanguageEducationPress,2022.).

4.1CateringtoConsumerPsychology

Cultureaffectsallaspectsofourlives.Itrestrictsandregulatestheprocessoffeelingtheworldandformingideas,thusformingsomeperceptualculturaldeterminism.Theseperceptualstereotypesaffectpeoplesvaluesandconsumerpsychology.Thetranslationoftrademarksmusttakeintoaccounttheculturalhabitsandaestheticpsychologyofconsumers.Ininternationaltrade,itisnotdifficulttofindthattheproductofthesametrademarkispopularinoneplaceandsuffersfromasnubinanother.Itisimportantthatwhethertrademarktranslationcancatertoconsumersaestheticpsychology.ApeoplesaidthatThetranslatormustbearealculturalperson.Ifthetranslatorisnotsufficientlyknowledgeableaboutthelanguageandculturalphenomenaofthetargetlanguage,itislikelytomakeunavoidablemistakesinlanguageorculture.Forexample,the“白象”batteryproducedinourcountryistranslatedas“WhiteElephant”,originallyinEnglish,“WhiteElephant”meaningis“biganduseless”.Forexample,thereisakindofelectricappliancecalled“蝙蝠”,theChinesewilltaketheirhomophonic,“蝠-福氣”.Whentranslatedinto“Bat”,itwillcauseWesternerstoresentitbecausetheyhatetheanimal.Itisimportanttoknowhowtotranslatethecorrecttrademark.TheimporttrademarkstranslationneedstotakeintoaccountthetraditionalcultureofChinaandtheconsumptionpsychologyofChineseconsumers.ForeignproductsentertheChinesemarket,iftheywanttosetupagoodproductimage,andbelovedbyChineseconsumers,theyshouldhaveatranslationwhichisconsistentwithChineseconsumersculturalhabitsandaestheticpsychologySuchastheUnitedStatesdrink“CocaCola”,atranslatorusedseveralofitssimilarhomophonicChinesecharactersastheirtrademarknameinitsfirstsaleinChina,theresultisnoonebuy,becausetheseseveralChinesecharacterstogetherreminiscentoftheshapeofthetadpole,meaningof“啃蠟蝌蚪”.Later,acalledJiangYitranslatorcarefulstudyofthetranslationofthe“Coca-Cola”,notonlyretainedthe“cola”pronunciation,butalsocatertotheChineseconsumerspsychology,pointoutits“delicious”taste,andthe“happy”effect.Inasense,“cola”canbesoldintheChinesemarket,whichisagoodideaofthetranslationhasplayedagreatrole.

4.2TheUseofConciseLanguage

Fortrademarktranslation,consumersareimpressedbythesimpleandeasytounderstandandeasytounderstand.Becauseofthesignificantdifferencesinpronunciation,wordformation,historicalbackgroundandculturaltraditionbetweenChineseandEnglish,someofthemostconciseandpowerfultrademarksinonelanguagemayappeartobeprotractedanddifficulttoremember.ForexampletheAmericanbeer“Budweiser”,translateinto“百德威斯”isdifficulttorememberObviouslythereisno“百威”tobeconcise,and百威makespeoplefeelrefreshedandinfinitelypowerful.Thetrademarktranslationshouldmakethereaderfeelgood,remember,loveandbewillingtobuyitsgoods,suchas“Panten”(潘婷),“Olay”(玉蘭油),thetranslationiselegantandpleasanttohear.Therefore,whentranslatingtrademarks,weshouldbearinmindthememoryfunctionoftrademarks,makethetranslationstraightforwardandsimple,easytoreadandeasytoremember,andtrytoavoidthoselengthyandcumbersomeones,thatis,norealmeaning,difficulttoreadandhardtoremember.Themostimportantgoaloftrademarktranslationistoenableconsumerstoremembertheproductstheyrepresentthroughthetranslationoftrademarks.Therefore,trademarktranslationmustbesimple,easytorememberandvividimage.

4.3ReflectingCommodityInformation

Thefunctionofatrademarkistoillustratetheperformanceofthecommodityandreflectthecharacteristicsofthecommodity.Atrademarkisalsoaconciseadvertisement.Acommoditywantstoopensale,besidesthequalityisgood,thevarietyisoppositetheroad,thepriceisreasonable,veryimportantoneisthetranslationofthetrademark.Bytrademark,peoplecanhavethemostbasicunderstandingofthecommodity,asfaraspossibletothepurposeofpre-sale.Therefore,thetranslationofthetrademarkshouldindicatetheperformanceofthecommodityfromoneaspectofthecommodity,leavingadeepimpressionontheconsumers.Thetranslationmustconformtothenatureoftheproductandreflectitsaccuratepositioningintheoriginaltext.Forexample:theworldfamoustoothpastebrandCresthasthemeaningof“Top,Peakpoint,Helmet”andsoon,whichmakespeoplethinkofthe“hardandhardsurfaceprotection”.Ifitcanprotecttheteethlikeahelmet,whocansayno?Today,PGproductsarealmosteverywhereintheworld,andthe“Safeguard”isparticularlyprofound.Thewordiscomposedof“safe+guard”,safemeans“safe,safe,reliable”and“guard”means“protection”twowordstogether,becamea“security”.Thiscanmakepeoplethinkthattheproductissafeanddoesnotstimulatetheskinandcanalsoplayaroleinskincare.Thetranslationofthetrademarkshouldindicatetheperformanceoftheproductandimpresstheconsumers.Suchas:thename“Benz”ofGermanycomesfromthenameof“KarlBenz”.InTaiwan,itwastranslatedas“朋馳”andalsotranslatedas“本茨”.Althoughthesetranslationsaresimilartotheoriginalname,theliteralmeaningdoesnotreflecttheperformanceofthegoods,oritcanbesaidtohavenomeaning.Now,Benzistranslatedas“Benz”,whichissimilartotheoriginalname,whichcanalsobethoughtofintheliteralmeaningofthetranslatednametotheexcellentperformanceofthecar.Againsuchas“Nike”and“originalintention”,theGreekgoddessofvictory,“娜姬”,“Nike”totheoriginalfeelingofpropagandaobjectmaybelikeabeautifulandvictory,andthefeelingof“Nike”totheChinesetendtobemoreabrasionresistance,moreinlinewiththeconsumerpsychologyoftheChinese.Excellenttrademarkstrytoreflectthecharacteristicsandadvantagesofcommoditiestocatertoconsumerspurchasingpsychology.Theselogosarefullofallegoricalorinspiringpeoplesrichassociationstocreateanirresistiblefeeling.

Thetrademarklanguageisakindoflanguagedifferentfromtheordinaryword,andtheordinarywordcomparisonimplicationismoreprofoundandthecontentenrichesmakesthepeopleeasytoremember.Trademarklanguagehasseveralcharacteristics，F(xiàn)irst,thetrademarklanguagetohaveindependence,onlyhastheindependenttrademarktogivetheconsumerthevisualimpactandtheappeal,thusachievestherecognitionandtheapprovalgoal.Inotherwords,therecouldbenootheridenticaltrademarks.Second,thetrademarklanguageshouldbesymbolic,trademarklogomusthaveahighcohesionandprofoundimplication.Thisrequiresbusinessesinthedevelopmentof