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1、商标语的翻译 BriefDiscussionontheTranslationofBrandNamesⅠ．ThePrinciplesofBrandNameTranslationAsuccessfulbrandnametranslationbothmustretaintheoriginaltexttheessence,haswiththeoriginaltextsameleveleffect,andmustconformtoconsumer'sbrandnamepsychologysimultaneously,butalsomustg
2、ivedualattentiontotheculturaldifferenceofEnglishandChinese.A.TheAdvertisingNatureofBrandNameTranslationThetranslatedbrandnamemustconformtotheproduct’snatureandthecharacteristic,manifeststhelocalizationconceptintheoriginaltext,playsrolewhichinformswidely.Atthesametime,
3、thetranslatednameshouldconformtothecommoditycharacteristic,succinctnovel,thepronunciationissweet.Itisadvantageoustospell,read,writeandremember,andeasytocausetheconsumertoproducethegoodassociationandimpressionaboutthecommodity.Forexample,“Dynasty”---theEnglishtrademark
4、of“皇朝葡萄酒”,letuscannothelpassociatingtheoldmysticalorientcountry,sowehavedeepimageofthegoodagedwine.“Forever”isthetrademarkof“永久自行车”.Ittallywiththeadvertisement“经久耐用，直到永远”ofthebicyclecompletely.“飞鸽自行车”wastranslated“FlyingPigeon”.“Pigeon”isthesymbolofpeaceand“flying”mak
5、esthecharacterofthebicyclevivid.“蜂花化妆品”istranslatedinto“Bee&Flower”.Wemayfeelcomfortableandfragrantafterweuseit.Thetranslatednamesabovegiveconsumersrelaxedfeelingandtheyalsocanberememberedeasily.B.InductivePrincipleofBrandNameTranslationThefinalgoalofthebrandnameisbri
6、ngingconsumer'sattention,takingconsumer'sdemand,stimulatingconsumer'spurchasedesire,andfinallyservingwiththepurchasebehavior.Inductiveprincipleofbrandnameshouldregardasthesoulofbrandnametranslation.TheChinese-foreignjointventurewashingproduct“飘柔”istheclassicsofbrandna
7、metranslationaboutinductiveprinciplework.Thetranslatordidnottransliteratethe“Rejoice”ortranslateitliterallyto“欢乐”or“欢欢”,butadoptfreetranslationboldly.Heused“飘柔”toshowthebrillianceofit.Atthesametime,thistranslationalsohastheverystronginductive.Generallyspeaking,thesham
8、pooexpensegroupisalmostfemale,andeachwomanvainlyhopedforhasmild-manneredsharpluxuriant.“飘柔”hasheldthedreamoftheexpensegroups
