Abstract :
The present paper is intended to describe the two normal methods— free and literal translation used in translating brand names; in the meantime, some common mistakes are discussed in the process of translation. As to the free and literal translation, the paper discusses some common approaches, or techniques used in the process, which affect the effects of the brand names a lot and have direct influence on the results of the target brand names. In view of the common mistakes, the paper points out some customs, habits, religious beliefs, living environment and cultural factors, which may lead to failures in translating brand names.
Key words: brand names; literal translation; free translation
1. Introduction
For the year of 2006, Coca Cola once again appeared at the top of Interbrand's list of the\"100 Best Global Brands,\"with an estimated value of $70 billion. Closely behind in the number two spot was Microsoft, with an estimated brand value of $65 billion. Maybe there are many reasons for their high brand values. One thing is certain for us that we should develop brand names of our own. With the development of the global economy, the competition of international market is becoming extremely fierce. In order to have a dominant position in the global
market, Chinese producers have to build up the awareness of its own brand names. Moreover, during the spreading of domestic products to the international market, translators will inevitably come down to the translation of brand names. Therefore, all translators, in order to finish tasks well, have to establish proper concept of translation, to master correct skills of translation, to be familiar with the cultures of foreign countries, and to be directly acquainted with various customs and faiths. This paper will probe into some approaches used in translating brand names, in combination with the successful cases from both inside and outside the world, to figure out some basic translating methods used and common mistakes occurring in advertising translation.
2. The Translation of Brand Names
A brand is a product name or logo that, when consumers are knowledgeable, immediately brings to mind a specific product or service. When you see or hear the word\"Coke\can even invoke an overpowering thirst. Brand names are the symbols of goods , which leave the first impression on people, and have directly impact on consumers' visions, hearings and psychology. Therefore, excellent translation of brand names will greatly meet these demands . Superior brands have a clear vision. This does not happen by accident; proper methods of translating in overseas markets lead to a great success. Although the form of the brand names and slogans are expressed in another language, one thing is certain that the translation of brand vision should be clear and consistent. McDonald's, Mercedes, and Budweiser present an aura that is unmatched by other brands. Make sure your
brand'svision is clear and consistent. Therefore, how to translate faithfully is a great task presented before the translator. In this part, several translation
approaches and common mistakes during translation brand names are discussed.
2.1 Literal translation
It is believed that literality can faithfully reflect contents in accord with forms. That is to say, by direct translation, we can retain the originality of the source brand names. By literal translation, we can directly switch between the target slogan and the source slogan to maintain the original style and meaning. Appropriate using of this method can greatly help translators in creating the good image of a product.
As \"雀巢\" is embedded deeply in Chinese mind, we may ignore the fact that it is an overseas product. It has a vivid logo\" a female sparrow is breeding her young\". This image makes us feel the warmth of parental love. In combination with its meaning \"pleasing bird's nest\" and \"embrace\is for sure.
The English version of a famous Chinese brand \"王朝\" is Dynasty. This word can express its character: brewage through years. Another hidden meaning is revealed: consumers can trust its quality because it has been tested by time and history.
From the above unsuccessful cases, we identify the great impact of literal translation: direct invasion into readers' mind and vision. Actually, literal
translation is not so often used as free translation. Because there are some other
factors which really affect the effect of literal translation, such as cultural differences, ways of life and different religions.
2.2 Free/Flexible translation
Languages are not equivalents to each other. Therefore, a successful translation has to pay much attention to the effects and the us age of free translation is expected. In order to obtain a successful equivalence, we need to use various methods to achieve a satisfying effect.
2.2.1Translation of brand names from English into Chinese:
Coca Cola — 可口可乐
7-Up — 七喜
Gillette — 吉列
Carrefour — 家乐福
As we know,\"Coca Cola\" is a successful brand name in China market, which contributes a lot to its successful Chinese version \"可口可乐\" . Because the Chinese version is rather simple and verbal, it can be easily remembered and be widely spread. From the Chinese version, people can easily sense the sweetness of the drink. This version conveys this meaning: it tastes well, and it is really a kind of enjoyment. \"Gillette\" is widely used by people. Originally, it is just a name of
Gillette and has nothing special. The Chinese version \"吉列\" is translated mainly according to the pronunciation.\"列\"has the similar pronunciation with \"利\indicates the tartness of this shaver. \"Full Mark\" is a name of a hotel. Chinese version is \"福满客\" . Apparently, it shows and promises the customers about its excellent service. The name actually implies that there are many tourists staying in the hotel and all of them have high praise about \"Full Mark\". \"Carrefour\" is a foreign invested supermarket in China. The Chinese version of it is \"家乐福ells us each family can enjoy happiness and pleasure in this supermarket. Virtually, this supermarket provides all the demands by people, and it is an ideal place for them.
Besides the examples above, there are other brands, which also use free translation to achieve the desired effect, e.g.\"Christina\\"Melauiels\姬丝蒂娜\黛安芬\“奥黛莉\媚若诗\依瑶\". All of them have one thing in common, that is, they want names to be feminized and to be magnetic for females. While \"Beedn\\"Hasbro\" are children's brands, the Chinese version of them are inclined to meet children's demands. Therefore we have such lovely and lively Chinese versions as \"吡嘟\巴布豆\孩之宝\".
2.2.2 Translation of brand names from Chinese into English:
乐凯 — Luck
李子园 — Let's Young
湖南三湘大市场 — Hunan Sunshine Supermarket \"乐凯\" roll films are popular in China. In order to get the best effect, \"Luck\" is used as the English version. In addition, a pun is used here. In English,\"Luck\"suggests good fortune, prosperity or success.
The English version “湖南三湘大市场\" is \"Hunan Sunshine Supermarket\which adds a vivid description by using pun. The same example can be found in \"东塘百货大楼\李子园\" is translated as \"Let's Young\". It actually achieves sound equivalent in pronunciation, though it has different extensions. 2.2.3 Cultural factors
Brand names translation also has much to do with culture. As to figures, Chinese like \"6\" and \"8\but resent “4\". While in some Western countries, people like \"7\" because it means victory in dice games. Chinese like\"喜\" , because Chinese like this word. Therefore, \"7-Up\" is translated as \"七喜\" and both Chinese and Americans are satisfied with this.
2.3 Failures
Failure sometimes comes with classic cases. Due to the differences in culture, ways of thinking, and rhetoric, failing cases are inevitable. Because translation has played a key role in Chinese products'entering into the world market, and in view of these unsuccessful cases, we can also conclude such general problems caused in brand names translation as literality, cliché, Chinese English, pinyin translation and inconsistence of translation. When we know about the common mistakes,
translators may translate smoothly and correctly in both English-Chinese and Chinese-English brand names translation.
2.3.1 Several examples
小白羊连锁超市 — White Goatling Supermarket
东风 — East Wind
藿香正气口服液 — Huo Xiang Zheng Qi Oral Liquid
There is a large-scale supermarket named \"小白羊连锁超市\" in Beijing. The source name shows us a purple environment, and goods there, but we cannot say that the English version is a successful one. Because of translators' lack of cultural consciousness, finally comes such a strange name White Goatling Supermarket. “Goat\" has unpleasant meanings in English, which means \"a lecherous man\\"scapegoat\".
Another example \"东风\" is a famous brand in China. If we translate literally, we'll get \"East Wind\wind comes from the North and brings coldness and unpleasantness, while mild winds has been described in Shelley's \"Ode to the West Wind\".
In fact, there are many brands using pinyin instead of its formal name, e.g.\"Huo Xiang Zheng Qi Oral Liquid\". Another common one is that some brands
have more than one translated meaning, for instance \"张家茶\" translated as \"Chang's Camellia\Family Camellia\names are harmful to popularize Chinese products and establish its brands in the global market.
In translating brand names, we also need to consider cultural differences. Different peoples have different cultural traditions, national customs and habits, ways of life and outlook on value and moral, etc. These differences result in people's different attitudes towards the same or similar things. The denotations and the connotations of some words and expressions are not equivalent. The brand names designers should have the same cultural backgrounds with
consumers. Therefore, consumers can easily understand the layer meaning of the advertising. Some products are named with their origins in China. In this way, it shows us the long history, tradition and flavor characteristics about the products. This method will contradict with treaties in both China's Trade Mark Law, and WIPO (World Intellectual Property Organization) if translators regulate the name of the place as brand names. When Qingdao Beer tried to register in America, it really encountered the forbidden.
2.3.2 Other factors
Yet, some mistakes are caused by carelessness, e.g. while a Spanish
corporation sells \" Budweiser Beer\\"Queen of beers\". The disastrous results are for sure. In addition, lack of
knowledge about phrase and misunderstanding about certain words may also result in the failure of translation. Consequently, in order to translate brand names successfully, translators have to be familiar with foreign cultures, aesthetic psychology of foreigners, different cultural backgrounds and consumers'
psychology in that the erecting of successful brand names is not so easy. Thinking of the word \"McDonald's\" at certain times of the day, many people got an urge to climb in the car and headed for the nearest outlet. A lot of advertising is taken to create those images, but they are now entrenched in the public's mind. A brand might also be considered to be the personality of the product or service. An effective brand will tell the customer what to expect from the product and even how it impacts or benefits their lifestyle. A good translation of brand names is also beneficial to establish its effective and instructive image in target language market.
3. Conclusion
The translation of brand names is an urgent task for translators. Actually, there is no fixed pattern and the \"translating skills\". What is required to be done is nothing but\"trying to make the translation closer to the features of a commercial advertisement under the prerequisite of conforming to the product's marketing strategies and having all the restrictive barriers avoided or removed\"(JIN Han-shen, 2002). In the translation of brand names, some common mistakes are also pointed out to readers to refer to. In fact, to have a good translation has much to do with the translators themselves. First and foremost, translators should be a master. That is, they should have to ability to amalgamate various cultures and be
familiar with all the subjects, such as culture, folklore, aesthetics, psychology, and so on.
References: CHEN Bin. 2003. Translation Principle of Advertisement and Emotional Transmission[J]. Journal of Hubei Institute for Nationalities (Philosophy and Social Sciences) , Vol.21: 119 JIN Han-shen. 2002.Advertising Translation: What and How[J]. Journal of Sichuan International Studies University. Vol.16 XU Jian-ping. 2000. A Practical Course of English-Chinese and Chinese-English Translation[J]. The Foreign Language Teaching and Research Press, 12-14
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