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Abstract： As a way directly for economic service, trademark translation is a key topic for social pragmatic research. We tend to introduce cultural elements in trademark and characteristics of trademark language through trademark translation examples. In addition, from perspective of cross-cultural communication, we conduct an analysis of trademark translation for the purpose to shed some light for translators at translating trademarks.
Key words:trademark trademark translation cross-cultural communication
摘要：商标翻译作为直接为经济服务的手段,是社会语用学研究的一个重要课题。本文结合商标翻译实例，介绍了商标中的文化因素、商标的语言特征，从跨文化角度对商标翻译进行了分析，由此提出了一些常用的商标翻译方法。
关键词：商标 商标翻译 跨文化交际
1.Introduction
With the rapid development of China’s economy, more and more foreign companies are coming into Chinese market and their popular brands have been well received by China consumers. In the same way, Chinese manufacturers come to realize the importance of a good brand name, especially a good translation of their Chinese brand for helping them entering overseas market. However, many producers only translate their brand literally, regardless of the diversity of different nations’ faith, cultural background, political system, way of thinking and consuming concepts. Therefore, in order to promote our export, to strengthen our national enterprise competitiveness in the domestic and international market, and to set up a good company image, we should pay sufficient attention to the research of trademark translation, and know some skills and principles of trademark translation.
2.Basic concepts of trademark and trademark translation
A trade mark is a “sign” that distinguishes the goods or services of one producer from those of other producers. Trademark constitutes a part of goods advertising. However, advertising takes promotion as its objective. Therefore, it is commercial. From another point of view, it also illustrates culture. For differences in geographical locations, religion, race, and economic development level, people in differences countries may have different thinking mode, talents, consumption concepts, and value outlooks. The brand names generally contain specific meanings of a particular culture. When brand names are translated from English into Chinese or vice versa an adequate and appropriate conversion of cultural meanings can not only accurately reflect the product’s quality but arouse the customer’s cultural association so as to create the expected advertising effect and help publicize that particular culture. Therefore, trademark translation can be considered as a kind of cross-cultural communication.
3.Skills for trademark translation
3.1 Transliteration
Transliteration means translating a certain brand name according to its pronunciation. The application of this method will satisfy those faddy customers who can easily know from the brand name that this product is an exotic thing. Such as Adidas (阿迪达斯), Konica (柯尼卡), Motorola (摩托罗拉), Kodak (柯达), Rossini (罗西尼)；also some Chinese brand names, such as “ “新科” (Shinco), “茅台” (Mao Tai), “飞亚达” (Fiyta), “味全” (Weiquan) etc. Most of these words do not have specific meanings, some of them are just copied from the bosses’ names or place names, so most of them are coined words. Because of this, even if we translate them only according to their pronunciations, the original meanings have not been changed, that’s to say, this method accords with the principle of equivalence.
3.2 Free translation
Free translation means translating a trademark according to its literal meaning. Because of cultural differences, if we only translate trademarks according to their pronunciations or their literal meaning, even a wonderful brand name will lose its original meaning or denotation. And then the product’s image will be destroyed. Free translation is a familiar way as well as the most ideal way for us to translate trademarks. Such as Bluebird (蓝鸟汽车), which in Chinese and English means having a fast speed. Crown (皇冠汽车), undoubtedly, symbolizes noble quality. Pioneer (先锋音响), which possesses an advanced technology. 3.3Transliteration
Key words:trademark trademark translation cross-cultural communication
摘要：商标翻译作为直接为经济服务的手段,是社会语用学研究的一个重要课题。本文结合商标翻译实例，介绍了商标中的文化因素、商标的语言特征，从跨文化角度对商标翻译进行了分析，由此提出了一些常用的商标翻译方法。
关键词：商标 商标翻译 跨文化交际
1.Introduction
With the rapid development of China’s economy, more and more foreign companies are coming into Chinese market and their popular brands have been well received by China consumers. In the same way, Chinese manufacturers come to realize the importance of a good brand name, especially a good translation of their Chinese brand for helping them entering overseas market. However, many producers only translate their brand literally, regardless of the diversity of different nations’ faith, cultural background, political system, way of thinking and consuming concepts. Therefore, in order to promote our export, to strengthen our national enterprise competitiveness in the domestic and international market, and to set up a good company image, we should pay sufficient attention to the research of trademark translation, and know some skills and principles of trademark translation.
2.Basic concepts of trademark and trademark translation
A trade mark is a “sign” that distinguishes the goods or services of one producer from those of other producers. Trademark constitutes a part of goods advertising. However, advertising takes promotion as its objective. Therefore, it is commercial. From another point of view, it also illustrates culture. For differences in geographical locations, religion, race, and economic development level, people in differences countries may have different thinking mode, talents, consumption concepts, and value outlooks. The brand names generally contain specific meanings of a particular culture. When brand names are translated from English into Chinese or vice versa an adequate and appropriate conversion of cultural meanings can not only accurately reflect the product’s quality but arouse the customer’s cultural association so as to create the expected advertising effect and help publicize that particular culture. Therefore, trademark translation can be considered as a kind of cross-cultural communication.
3.Skills for trademark translation
3.1 Transliteration
Transliteration means translating a certain brand name according to its pronunciation. The application of this method will satisfy those faddy customers who can easily know from the brand name that this product is an exotic thing. Such as Adidas (阿迪达斯), Konica (柯尼卡), Motorola (摩托罗拉), Kodak (柯达), Rossini (罗西尼)；also some Chinese brand names, such as “ “新科” (Shinco), “茅台” (Mao Tai), “飞亚达” (Fiyta), “味全” (Weiquan) etc. Most of these words do not have specific meanings, some of them are just copied from the bosses’ names or place names, so most of them are coined words. Because of this, even if we translate them only according to their pronunciations, the original meanings have not been changed, that’s to say, this method accords with the principle of equivalence.
3.2 Free translation
Free translation means translating a trademark according to its literal meaning. Because of cultural differences, if we only translate trademarks according to their pronunciations or their literal meaning, even a wonderful brand name will lose its original meaning or denotation. And then the product’s image will be destroyed. Free translation is a familiar way as well as the most ideal way for us to translate trademarks. Such as Bluebird (蓝鸟汽车), which in Chinese and English means having a fast speed. Crown (皇冠汽车), undoubtedly, symbolizes noble quality. Pioneer (先锋音响), which possesses an advanced technology. 3.3Transliteration