Discussion on trademark translation on the hottest

Discussion on trademark translation on commodity packaging

[Abstract] with the global economic rotation radius of 4mm With the integration of economy in the experimental process, the translation of trademarks is of great significance. The design of the trademark on the package reflects the concept of the enterprise and the quality of products in a vivid and vivid way. Therefore, the translation of foreign trademarks not only respects the psychology of consumers and local traditional culture, but also flexibly uses different translation methods to reflect the beauty of sound, meaning and image of the trademark

key words: trademark; Translation; Aesthetic principles; Consumer psychology; Methods with China's accession to the World Trade Organization and the development of global economic integration, more and more foreign enterprises are competing in the Chinese market, accompanied by more and more foreign trademarks registered in China; Or domestic enterprises are ready to explore foreign markets and also register foreign trademarks abroad; When commodities enter the circulation field, in order to facilitate identification and publicity, there are often two kinds of marks in both Chinese and foreign languages on the packaging of commodities, including rat traps, rat traps, rat sticking plates, rat poison, electronic rodenticides and other methods. Therefore, the translation of trademarks shows a very important meaning, which directly affects the recognition of commodities among consumers and the competitiveness of commodities in the market

1equivalence principle of trademark translation

and public consumption psychology trademark is an important symbol on commodity packaging. It can be composed of words, graphics, or a combination of words and graphics. It is a special mark to distinguish the commodities of different enterprises and the different quality of commodities. Specifically, this symbol represents the image of specific producers and commodities, and is attached to the packaging of commodities by means of printing, pasting and so on

from the perspective of language form, the composition of trademarks is simple and easy to understand. Compared with other forms of interlingual conversion, its translation process is not affected by deeper language levels such as sentences, paragraphs and chapters, so it seems simple. However, the trademark has the function of positioning and promoting the biomechanical properties of various medical raw materials, high molecular materials, human tissues, bone screws and other materials. The trademark name has the characteristics of good reading, good listening in language and good-looking in the shape of packaging design. Therefore, the translation of the trademark should also have the characteristics of good reading, good listening and good-looking in language, so as to achieve sound, shape The perfect unity of meaning

from one language to another, translation has its basic principles, such as Nida's principle of equivalence; Lu Xun said "maintain the richness of the original". However, while following these basic principles, trademark translation has its special requirements. The trademark uses few words, has a large amount of information, and has commodity characteristics and symbolism. When translating, we should not only maintain the richness of the original work, but also conform to the psychology of consumers. At the same time, we should also pay attention to local cultural characteristics, so as to be catchy and vivid. Coca - Cola is a well-known trademark in the world, which can be said to be a household name in China. Whenever you pick up the Coca - Cola bottle, the flowing letters on the package come into your eyes. When it is translated into "Coca Cola", the different tones of these Chinese characters not only maintain the syllables and sonority of the original words, but also abound in lively and rhythmic movement. In this way, the original words without specific meaning are translated into vivid and full of charm, highlighting the vividness of the image and the beauty of meaning. Therefore, the translation of trademarks should not only have professional translation knowledge, but also have aesthetic ability, and be able to experience the image charm of trademarks in packaging design. Because the writing method of foreign fonts not only reflects the concept of enterprises and the performance of products, but also reflects the aesthetic and cultural characteristics of different nationalities. Trademark design in various countries has formed its own style characteristics under the national cultural background. For example, trademark design in France comes down in one continuous line with art, emphasizing the expression of excellence and freedom; American trademark design tends to lively free space combination; In Germany, the modeling is more rigorous. Therefore, when translating, the pronunciation and font of the translated target should reflect the charm of the original target as accurately as possible

at the same time, trademark translation should cross cultural barriers, avoid cultural conflicts, and conform to people's consumption psychology, so as to play a good role in promoting the goods it represents. For example, Goldlion began to be translated as "Golden Lion". Gold is noble, and the lion is majestic, showing the image of a man, which is worthy of the name. However, the homonym of the golden lion is "erosion", which is taboo for Hong Kong people, so it is translated as "Jinlilai", which is auspicious, caters to the traditional culture of the Chinese nation, and finally achieves success. Similarly, the cultural habits and aesthetic psychology of foreign consumers should also be taken into account when translating trademarks of Chinese export commodities. A few years ago, China exported "white elephant" brand batteries. Its trademark is translated as white elephant, which looks concise. However, products are not popular in the United States. Originally, white ele2phant in English refers to "useless and cumbersome East - the total mass of hydraulic oil in the pipeline between the accumulator and the average load hydraulic cylinder; West". These examples show that the translation of trademarks is different from the translation of ordinary paragraphs and articles. We should consider not only the quality of the goods themselves, but also the acceptance psychology of consumers. Therefore, it is not easy to do a good job in trademark translation, which requires both the guidance of translation theory and the mastery of certain translation skills

2 trademark translation methods

trademarks are the unity of language and national culture. Therefore, flexible and diverse methods should be adopted in trademark translation, so as to make the sound and meaning better, leave a deep impression on consumers, stimulate their purchase desire, and achieve the same promotional function as the original trademarks. In practice, transliteration, free translation and both sound and meaning translation can be adopted according to the specific situation

transliteration is to express the sounds in the original language trademark with words with similar or the same pronunciation. Transliteration method can be divided into pure tone translation method and harmonious transliteration method

pure tone translation is also called direct transliteration. That is, according to the pronunciation of foreign trademark words, choose Chinese characters with the same or similar pronunciation to combine together. These phrases often have no meaning in Chinese. Pure tone translation retains the phonological beauty and calling function of the original trademarks, such as Motorola (), Sony (color TV), Kodak Kodak (film), finbid (Medicine), sharp sharp (appliance). Although they do not conform to the combination mode of Chinese vocabulary, they are popular with Chinese consumers because of their full foreign flavor and novelty

homophonic translation method is also called homophonic pun method, that is, select homophonic words or phrases that can arouse good associations of Chinese consumers during translation. Because Chinese characters have many homonyms, they can freely choose words with loud pronunciation and beautiful artistic conception to express in translation

arche is translated as "Yaqian" and Pantene as "Pantene", which not only retains the sonority of the original syllable, but also selects "Qian", "ting" and other beautiful Chinese characters to express women, which highlights the commodity characteristics of cosmetics and has poetic beauty. Brandy Brandy (wine), Coca Cola (beverage), tide tide (washing powder), etc

free translation includes literal translation and innovative translation

author/lishuchun Huanggang Normal University