英语商标的翻译

English Translation Method of Brand Names

1.The Principles of Brand Name Translation

1).the advertising nature of brand name translation

2).inductive principle of brand name translation

3).aesthetic principle of brand name translation

4).equivalence principle of brand name translation

5).observing the international standard

6).observing our country's relevant laws

2.The Methods of Brand Name Translation

1).literal translation

2).transliteration

1).the advertising nature of brand name translation

It is advantageous to spell, read,write and remember,and easy to cause the consumer to produce the good as sociation and impression about the commodity.

For example,"Dynasty"-the English trademark of

"皇朝葡萄酒''，let us cannot help associating the

old mystical orient country,so we have deep image

of the good aged wine.

The final goal of the brand name is bringing consumer's attention,taking consumer's demand,stimulating consumer's purchase desire,and finally serving with purchase behavir.This principle should be regard as the soul of brand name translation.

eg."飘柔”is the classics of brand name translation

about inductive principle work.

eg.Prokids(小淘气婴儿用品）using the love of

mother to the child indicated all these are for

your lovely bady.

The translated brand name cannot let the consumer have the bad association;otherwise the good product also cannot sell out.This requests the translator considering the culture and the historical perspective fully.

eg.

Goldlion→金狮→金失→taboo

金利

来

eg.Lotus路特斯（莲花汽车）

lotus→symbol of death

4).equivalence principle of brand name translation According to the principle of equivalence,translated brand must have two factors:

a.Translated name should have the brand name form.

b.The translated one must have the ability to produce the same or approximate functions of the original brand names

↓

Cosmetic "clean &clear" means clean and fresh.

↓

clever and bright girls

1).literal translation

1.采用谐音造词法，赋予汉语商标词英语文化信息

例1 “海尔”牌（电冰箱）Haier→联想到high的比较级higher

锐意创新，勇往直前，永不知足的创新精神；坚持产品质量“没有最好，只有更好”的务实精神。

例2.“海信”牌（空调）Hisense= high ＋sense

有利于西方人联想到一该空调有高度的灵敏性，性能好；

二是消费者选择该产品是相当明智的

2.采用谐音联想法，转变汉语文化信息

例1“金山”词霸（软件）King Sun→太阳神Apollo

而汉语商标名Golden Hill→财源茂盛，金光烂烂

3.采用拼音法，直接保留原品牌的文化信息

例1."功夫"牌（软底鞋）

“功夫”我国武术的代名词，Gong FU已成英语中正式的外来词。便于普通消费者接受对海外中国武术爱好者更具吸引力。

采用拼音法译者应注意两点:

一西方人不熟悉汉语拼音的读写规则而常不知所云。

二注意其文化内涵问题。如“芳芳”牌化妆品被译为Fang Fang,但Fang正好是一英语单词表示蛇等的“毒牙”

2）音意合译法

是指译名既要表示原译名的相似读音，又要能译出原商标名称的美好联想。

例1.格力公司是一家生产制冷设备厂家，译名为Gree→Green→绿荫→绿色产品

例2.乐百士集团，译名为Robust→强壮健康之感→蹦蹦跳跳的小孩

3)直译法

即把汉语商标名译成意思相同的英文名。在动物，植物等物质性的名词以及表示事物特征的词语一般都可在汉英这两种语言中找到互相对应的词汇，这类词构成的商标名大多可以直译。

例1.“小天鹅”牌（洗衣机）→Little Swan→纯洁高贵的化身，暗示质量好，档次高

例2.“熊猫”牌（电子产品）→Panda→借国宝知名度，扩大产品名气

例2.“凤凰”牌（自行车)→Phoenix

注意：

由于中西文化的差异，并不是所有商标都可直译。

比如：“蓝天”牌牙膏译为Blue Sky

"五羊”牌自行车译为Five Rams

“白象”牌电池译为White Elephant

Golden Dragon,Golden Cock,Magpie

4).归化法

指的是译语在受到社会文化差异的束缚时，不得不舍弃原文的字面意义，以求得译文与原文在文化上的沟通和等效。

例1.“杜康”牌（白酒）

杜康中国酒的鼻祖。Dacchus希腊神话中的酒神

例2."玉兔"牌

Jade Rabbit→嫦娥奔月→Moon Rabbit