on the translation of brand and advertisement

on the translation of brand and advertisement

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页数:5页

时间:2019-01-09

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1、OntheTranslationofBrandandAdvertisement  【Abstract】Theessayistodiscusssomeofthebasiccharacteristicsbyconcentratingonthetranslationofbrand,sloganandbodyregardingthecultural,psychologicalandconceptualelementsintheprocess.  【Keywords】Translation;Brand;Slogan  Ⅰ.Brand  Brand,inbusiness,me

2、ansakindofmarkconsistingofwords,whichisusedtodiscriminateoneproductorservicefromothersimilarones.Sincethemainpurposeofanadvertisementistopersuadepeopletobuyaspecialproductortotryaspecialservice,thetranslationofthebrandisofthegreatestimportance.Inordertotranslateabrandwell,threestepssh

3、ouldbetakenintoconsideration:  A.Makeclearthemeaningofthebrandinitsoriginallanguage.  Althoughmosttranslatorsarenativespeakersoftheoriginallanguageofthebrand,itisstillworthspendingtimestudyingthemeaningofthebrand.Forexample:  Forthesamereason,thebrand“玉兔”istranslatedas“MoonRabbit”butn

4、ot“JadeRabbit”.For“玉兔”,inancientChinese5myth,resemblestherabbitlivinginthemoonpalaceasthecompanionofChang'er,thedeityofthemoon.However,ifitistranslatedas“JadeRabbit”,foreignconsumerswillbeapttomistaketheproductforarabbitmadeofjade.  B.Payattentiontotheinfluentialfactors.  Sincetransla

5、tionisakindofcross-culturalcommunication,theidealwaytodoitistoconveyasmuchinformationaspossiblefromtheoriginallanguagetothetargetone.Therefore,translatorsshouldtrytheirbesttokeepthetranslationsimilartotheoriginalbrandontermsofbothrhythmandmeaning.Herethebesttranslationmaybethatof“Coca

6、-Cola.Despiteofitsoriginalmeaning-simplyacombinationoftwokindsofplants,thebrandistranslatedas“可口可乐”,whichkeepsthesamerhythmwhiletellingitsconsumersthattheproductisakindofdrink,oratleastanediblething,anditwillbringyoujoyandhappiness.Becauseofthesuccessfultranslationwhichevenexceedstheo

7、riginalone,thebrand“可口可乐”wassoonregisteredinChina,usedtobroadenthemarket,andlaterimitatedbythetranslatorof“Pepsi-Cola”.  However,thoseexamplesarerareinthetranslationofbrands.Formostofthetime,itistoohardforthetranslatorstofindequivalentwordsinthetargetlanguage.Underthiscondition,transl

8、ators

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