transliterate
Transliteration is a way to imitate foreign trademark's pronunciation and translate it into Chinese. This method is widely used, characterized by fast and simple translation, which can retain the aesthetic feeling of the original name, make people experience the authentic exotic atmosphere and satisfy the psychology of some consumers in pursuing "foreign flavor". They often think that this kind of trademark can better reflect their identity and status. Usually, if the original trademark is meaningless, novel or exclusive, transliteration is often used.
For example, some well-known brands: Motorola, Nokia, Sony and other representative products; Ford Ford, Audi Audi, Buick Buick, Lincoln and other cars; Adidas Adidas, Chanel Chanel, Pilca Dampier Cardin and other clothing; Rolex Rolex, Omega Omega and other watches; Boss, elixir, Alice, Bulgari, Bulgari, LANC? Melancholy and other cosmetics; Levi's Levi's (jeans); ALIDA Alida (advanced women's shoes); Finbid fenbid (medicine); Corona corona, (beer); McLaren McLaren (stroller); Cartier (jewelry) and so on.
literal translation
Literal translation is a method to directly translate the meaning of words into Chinese according to the language of foreign trademark. The form and content of the translation are often the same as the original. This is also a widely used method, which is characterized by "no distortion", can retain the meaning, information and emotion conveyed by the original name, directly convey the semantics of the original text, make consumers better understand the meaning of the original trademark, and even produce associations, interests and goodwill, which is conducive to the sale of goods. Generally speaking, if the original name of a trademark has a specific meaning or symbolic meaning, we should try our best to consider literal translation.
For example, the literal translation of English "car Lotus" can give people many beautiful associations: the lotus is noble and simple, and its fragrance is "fragrant and clear", "slim and graceful" and "clear water produces hibiscus, which is naturally carved". Bedding FairLady is translated as "lady", giving people an elegant feeling; Car Crown is translated as "crown", which means that cars are expensive. If transliterated as "Crown", the feeling will be very different. The translation of Microsoft into Microsoft happens to be related to computers and software. Apples (computers, leather goods, etc. ), translated as "apple", its sweet image can win people's favor; COVERGIRL, an American cosmetic, is translated as "cover girl". How much temptation and association did you give Amy? In addition, if the transliteration of some trademarks is too long and there is no corresponding "foreign" flavor, literal translation can also be considered. For example, Volkswagen Volkswagen't need to be transliterated into words like "Francis Blackwell Forbes Wigan" and "Folques Wagner".
translate freely
Free translation is a translation method that pays attention to the original content without maintaining the original form, also known as explanatory interpretation. By understanding the deep meaning of the original text and the goods it represents, the translator can dig out the true connotation of the original text. Its characteristic is that the target language of trademark translation can often express the utility and performance of products more accurately and vividly, and sometimes it is infectious, evokes associations and is conducive to impressing consumers.
Sprite, for example, was originally a children's name advertised by Coca-Cola, and later expanded into a new brand. Transliterated as "Spratt" and "Spielberg", literally translated as "goblin, naughty boy". When the beverage first appeared in the Hong Kong market, it was called "everything must be profitable" according to the normal psychology of Hong Kong and Macao, and the actual sales situation was not good. Later, Han translated it into "Sprite", giving people a feeling of quenching thirst, fully expressing the characteristics of the product, and the product was accepted by consumers. Another example is that the shampoo is soft, which literally translates as "happiness" and "supple", which means that the hair is elegant and supple, which can not only fully display the characteristics and quality of the goods, but also leave a good psychological aftertaste for consumers; Head and head. Shoulder, literally translated as "head and shoulder", was once transliterated as "Hyde Xiandu Temple", which is both cumbersome and unclear. Later, Han translated it into "Head & Shoulders", which not only has a beautiful image, but also embodies the characteristics of the product. Ansouling tablet, translated as "Ankeding", clearly expresses the efficacy of the tablet in inhibiting and treating cough, which is easy to remember.
Homophonic method
Homophonic method is based on the pronunciation of the original brand name, according to the needs of commodity characteristics, efficiency and other performance, flexibly select words with roughly the same or similar pronunciation in the target language, and transliterate part or all of the original pronunciation. Homophonic method is widely used, characterized by more flexible words and better commodity performance. Homophonic method can reduce or supplement the loss of semantic information in the process of translation, induce consumers to associate and deepen their impression of products, thus achieving the purpose of expanding sales.
For example, the famous French perfume Poison literally translates as "poison". "Mysterious and unforgettable" is the same feeling of ladies who use this brand of perfume. However, in China, if the word "poison" is literally translated into "poison", I'm afraid it is difficult for most people to accept it, so homophonic translation is adopted. Of course, this translation has both critics and critics. In my opinion, it is not easy to say that Cupid sounds like a "male" cosmetics brand. Take the legendary "God" as an example, there are also goddesses. Moreover, the translator's meaning can be understood as "mysterious" omission, and it can also be consistent with the original designer's original intention. Another example is the drink "Pepsi", which is translated into Chinese as "Pepsi". It is not bad to translate it in this way, and it can be understood as "Pepsi"! Longines, originally a place name in Switzerland, is one of the oldest trademarks in the Swiss watchmaking industry. Starting from 1867, every watch is engraved with the flying wing hourglass logo, which is translated into Chinese as Longines, catchy and poetic. There are many examples of homophonic method, such as RADO translated into "radar" (watch brand); Matrix maiqisi (American hairdressing brand); Protect Shu Fujia (shower gel); Hersina Blue (cosmetics) Carlsberg Carlsberg (beer) Brandy Brandy (wine); Marlboro Marlboro, Ethiopia loves happiness (cigarettes); Carrefour Carrefour (supermarket); Pentium Pentium (computer processor); 1. Iron Lion Testoni Tony (Italian clothing brand); MONTAGUT Montague (French clothing brand); HERMES Hermes (French series products); Citroen translates into "Citroen" (car); BLAN partner (shoes) and so on. Interestingly, sometimes the same trademark can be expressed in different words. For example, Chanel is often translated as "Chanel" when referring to cosmetics series, and some merchants use the name "Chanel" when referring to clothing and other products; Dove refers to the brand of soap, which is translated as "dove", which means nourishing skin and fragrance. When referring to the chocolate trademark, it is translated as "dove", and the Chinese homonym is "getting rich" and "being blessed", which is auspicious and festive.
Parallel translation
Part-time translation or part-time translation is a method to translate the original brand name into Chinese by words or syllables. For example, the first part of literal translation, the second part of transliteration, or the second part of literal translation, the first part of transliteration and so on. Its characteristic is that it can be translated in a more flexible way by carefully choosing words according to the commodity attributes represented by the original trademark or the designer's intention. This method can fully consider the cultural background of the target country, fully express the characteristics and functions of the goods, make consumers associate and like the goods as their names suggest, and be more conducive to inducing consumption.
For example, the literal translation of the golden lion should be "golden lion", which originally had a good meaning, but according to homophonic, it is "golden loss" in Cantonese, which is really unlucky and naturally unpopular. Mr. Ceng Xianzi, the founder of "Goldlion" trademark, racked his brains to rename "Golden Lion" and translated its English names into Chinese respectively. The first part of "Jin" is literally translated as "Jin" and the second part of "Lion" is homophonic translated as "Lilai". The combination of gold and profit makes the goods more gorgeous and satisfies people's desire for luck and luxury. Everyone is very happy to hear it! After the birth of the "Goldlion" trademark, it quickly became a well-known brand. Look at the English trademark "KissMe" of Nissan lipstick, which literally translates as "kiss me" and "kiss me". People in China are generally reserved, which is probably hard for Mrs Taylou to accept, so someone translated it into "Kishimei" by homophonic method. Generally speaking, there are many comments on this Chinese translation, and it is not very satisfactory, because it hardly expresses the vivid and humorous semantics of the original text, but no one has produced a recognized translation. In order to solve the problem that Beauty in Kish lacks the charm of the original work, the author proposes to translate "kiss" into "kiss" and "I" into "beauty" with homonyms, that is, "kissing beauty". In this way, I became "beautiful" through the "kiss" of lipstick, which implicitly expressed the connotation of the original work. If you are flexible, you can translate it into "beautiful kiss" or "beautiful lips", which looks easy to attract people's attention and reads smoothly. Moreover, the literal translation of "Nippon paint" should be "Japanese paint", but in order to enter the China market, the first part is homophonic, and the second part is literally translated into "Nippon paint", which is very popular in China. MickeyMouse, a combination of sound and meaning, translated as "Mickey Mouse"; The literal translation and free translation of the beverage "7-up" are combined into one, and "7" has positive significance in European and American countries. Translate "Shang" with "happiness" into "seven happiness", which is festive and auspicious and translates the charm of the trademark; Cadillac, America's most luxurious RV, is also a success.
pun
Puns are the most commonly used in Chinese translation. It is characterized by making full use of the phonetic and ideographic features of Chinese, imitating the pronunciation of the original text, choosing appropriate words, effectively expressing the translated names suitable for consumers to accept and understand, and embodying the performance, function and advantages of commodities.
For example, the watch TITUS, translated as "Iron Master", conveys the functions and advantages of the brand, and its significance is self-evident, as its advertising language says: "Time is up to me"! Another example is the famous American sports brand Nike, whose phonetic symbol is ['naiki:], which is the name of the goddess of victory in Greek mythology. According to transliteration, it is "Naiji" or something, and consumers don't know its meaning. According to the needs of commodity information transmission, the Chinese translation is "Nike", which not only expresses the characteristics that sportswear should be durable and wear-resistant, but also contains the implication of containing the enemy, which coincides with the original intention of the goddess of victory. The translation of baby diapers "Pampers" is also worth mentioning. The Chinese translation is "Pampers", which means to solve the problem of "baby" wetting and help it feel comfortable. This translation fully shows the performance of the product and is very "elegant". Let's look at another example: Kodak, an American photographic equipment, is almost the same brand as CoCaCola. Kodak, as a trademark, has no meaning in itself. Because it was jointly created by trademark designers. Kodak's Chinese translation is "Kodak", which is catchy and loud, with both phonetic symbols and imitations, and it is easy for consumers to associate with the exciting "click" sound when pressing the camera shutter.
Ellipsis translation method
Ellipsis translation refers to the omission translation of some words, syllables or letters of the original brand name, which is characterized by great flexibility in Chinese translation. According to the needs of commodity expression and the habits of China people, the parts that are difficult or unnecessary to be translated can be omitted, so that the translated names can be concise, fluent and beautiful. In the brand world, a considerable number of enterprises adopt the publicity strategy that the company name is consistent with the brand name.
BMW is an abbreviation organized by the first letter of every word of BayerischeMotorenWerke. If translated completely, the translated name is very long, which is even more inappropriate as a trademark. When translating into Chinese, the translator only uses the first letters of the first two words, and omits the rest. He boldly translated it into "BMW" and soon became a famous automobile trademark in China. There are countless examples of provincial translation, such as translating Cheyate into "Yate"; Budweiser beer is translated as "Budweiser beer"; Mask artistry is translated as "artistry"; Jewelry series Van Cleef &；; Arpels translated into "Van Cleef & Arpels"; Natural raw material skin care product OTAGO, translated as "European fruit"; Brand perfume LolitaLempicka, translated as "Lolita" and so on.
expand
Addition translation refers to appropriately adding words according to the writing habits of the target language when translating trademarks into Chinese. Its characteristic is that it can make up for the shortage of literal translation, extend the connotation of goods, effectively enhance the integrity of the meaning of translated names, and enhance the appeal of translated names and the information expression effect of goods.
If there is a sleeping pill called Dakmane, if the transliteration is purely standard, consumers will be at a loss and cannot reflect the characteristics and effects of the drug. Using homophonic method, the first part is translated into "belt", the second part is translated into "sleep", that is, "belt sleep", with the word "er" in the middle, and the written meaning is "you". Therefore, the Chinese translation of the trademark means "take you to sleep", which is very close to consumers' psychological feelings of longing for sleep, and just right! Another example is power soap, which is homophonic translated as "Bohr" with the word "skin" added at the end, that is, "Polpi", which is also very appropriate; Literal translation of luxury toilet paper is obviously inappropriate. The first part is translated into Lishi by homophonic method, and then the word "clean" is added, which is "Li Shijie". The translation is very good. Cigarette Rothman is translated into "Le" and "Door" respectively, with a word "Fu" in the middle, which is the full name of "Le Fu Men", which is easy to read and appears festive and auspicious. MONTBLANC originally meant Montblanc, the highest peak in the Alps, and it was a trademark of jewelry series. It was translated into Chinese as Montblanc by combining provincial translation, augmented translation and transliteration.
Borrowing method
Borrowing refers to the method of directly copying the original name. This method is characterized by convenience and simplicity, and it also leaves room for Chinese translation of some brand names in the future. As we all know, with the increase of China's opening to the outside world, it is an indisputable fact that foreign brands have flooded into China. Some trademarks may be "too late" to be translated, some trademarks may be difficult to be translated, and even some merchants think it is unnecessary to translate their original names, which also gives the market the opportunity to test, get familiar with and get in touch with this brand.
For example, P&G's skincare brand SK-II and ck(CalvinKlein are all the rage in China. Borrowing is a common method in trademark translation of abbreviations. Enterprises generally use abbreviations of company names or functional names to form brand names. The basic method is to combine the initials of each word, which has the advantages of simplicity, easy memory and obvious characteristics. Such as: 3 M (Mimi Mining Manufacturing Company) Minnesota Mining Company; IBM (International Business Machines Corporation) International Business Machines Corporation; NEC(NIPPONELECTRICCOMPANY) Japan electric company; DTC(DiamondTradingCompany) diamond trading company and so on. Interestingly, some trademarks have been translated into Chinese, but many people who pursue "foreign flavor" and some news media prefer to use foreign names. As long as you read newspapers and magazines, this situation can be seen everywhere. For example, the French LouisVuitton series products named after its founder Louis Vuitton, although translated into Chinese as Louis Vuitton, are not used by many people. On the contrary, Reebok is a world-famous sportswear brand, which is translated into Reebok in Chinese. In 2005, Reebok changed its global brand logo from "Reebok" to "RBK" to show RBK's confident and independent style.
Imagination method
Imagination refers to the method of translating foreign trademark into a reasonable Chinese trademark through subjective assumptions that often lack objective basis. Imagination is not bound by the original trademark, and translators can choose words flexibly. This method is nicknamed "random translation" by some rigorous scholars, so it is generally not advocated, even if it is used, it must be very cautious. Of course, many trademark designers around the world are unconventional and unique. Therefore, if the translator has original opinions or ideas, it is acceptable that the "invented" translation is accepted by the market. As mentioned earlier, some people translated the poison perfume "Poison" into "Love God" by homophonic method, and now some people have translated it into "Wonderful Flower", which is probably related to the unique sensational effect after the advent of "Poison".
In 2006, in order to keep "poison" as mysterious and magical as ever, Dior stripped off the sweetness of the original definition of perfume, and wanted to show the freedom, generosity, passion, challenge, indulgence and temptation of women's personality. Dior launched four distinctive "poison" perfumes, namely purple "poison", green "tender poison" and red. Let's look at the cigarette "PallMall", which is an example of discussion and debate in the translation field. Translation into "Shun" brand is called "random translation" by Hong Kong translation scholars. "But there is also some truth: Pall harmonizes the' slope' sound, and Mall harmonizes the' friction' sound, which goes down with the friction of the slope. Is it necessary to be' smooth'? " (Wu Weixiong, 2000: 178- 179) Chen believes that "translating' pallmall' into' shun' is the result of' imagining' and then taking its meaning. Imagine that the sounds of' Poer' and' Wave' are harmonious, and the sounds of' Mall' and' Drowning' are harmonious. If the waves disappear, the sea will be restless! And the ship sailing on the calm sea is not' smooth sailing'? " (Chen, 1996) Actually, there is a Chinese translation of "PallMall" called "Changhong". The author speculates that there are two possibilities for translating the name: first, I hope that the cigarette sales of this brand will be "red" for a long time; Second, it has something to do with the design background color of brand cigarette cases being all red. From the different viewpoints and translation methods of the above comments, it can be seen that not all brand name translations are well documented. If it is a "fictional" brand name, I am afraid that the authority to explain it can only be the brand designer or translator. Others just use their imagination and speculate in their own way.
Domestication method
Domestication is to translate the original brand name with words that are similar to the semantic expression function of the source language, but have obvious China cultural color. It is characterized by giving full play to the advantages of Chinese, making the Chinese translation more authentic and more in line with the national way of thinking, psychological awareness, historical traditions, customs and beliefs, regional characteristics and so on under the cultural background of China, thus leaving a sense of intimacy for consumers and making them easy to understand and accept.
For example, the French cosmetics brand Estee Lauder translated into Estee Lauder, Decleor translated into Siyanli, Guerlain translated into Guerlain, Hennessy translated into Hennessy, and the American cosmetics brand Maybelline translated into Maybelline and Revlon.