With the expansion of trade, those merchants are no longer content to do business on their own soil. Now merchants from all over the world are trading more and more frequently. Trademark -- the carrier of commodity information is the basis for consumers to identify different trademarks. Therefore, when expanding the market, the quality of trademark translation is directly related to whether the goods can enter the market of other countries. Due to the differences in customs and culture, people in different countries have very different understandings of the logo of the same commodity, which will certainly bring difficulties to different degrees in trademark translation.
The naming of trademarks is a special lexical use, which has its distinctive characteristics: symbolism, simplicity, adaptability, artistry, seriousness and stability, and there are various ways of naming trademarks. Nida's equivalent translation theory and Nod's skopos theory of translation both provide a powerful theoretical basis for trademark translation. The trademark in the source language has its unique social function and purpose, so the translated name in the target language should follow the same, so that the translated name can achieve similar or even the same effect in the target language. Therefore, trademark translation needs to give full consideration to the particularity of trademark words, especially the cultural differences, national psychology and aesthetic differences between the two languages, so as to provide clear and accurate commodity information, so as to induce the readers' purchase desire, and maximize the brand effect equal to the original trademark.
1. Cultural principle
The translated name of the commodity should adapt to the psychology, customs and moral concepts of the target language consumers. "When in Rome, do as the Romans do" should consider the history, culture and customs of the place of sale, rather than following the cultural customs of the source language.
2. The principle of dominance
Trademark is an important tool for commodities to participate in market competition, the higher the visibility, the better. Trademark terms should highlight the advantages and characteristics of the products, so that consumers will trust them, never forget them, and have a strong desire to buy them. Such as Budweiser beer translated as Budweiser, this beer will make people produce "the king of beasts, commanding" of the heroic, natural best-selling.
3: Aesthetic principle
Translation is a kind of aesthetic activity in which the aesthetic subject (translator) transforms the aesthetic object (original text) into another aesthetic object (translation) through the aesthetic intermediary (translator's aesthetic consciousness). This requires the translator to provide readers with an aesthetic object equal to the aesthetic effect of the original text in the process of translation, so that the target readers can understand the aesthetic value of the translated work through their own knowledge and experience.
4: photographic memory, ear can be familiar principle
Consumers are exposed to a wide variety of goods every day, in order to occupy a place in the minds of consumers, the trademark must be familiar to the ears. For example, we all know the international famous brand "Pepsi Cola", easy to read, rhyme, give people a positive heart full of energy, increase people's happy imagination.
5: the principle of close connection with product characteristics
Many consumers at the beginning of contact with new products are through the name to identify the category of the product, so when translating to firmly grasp the characteristics of the product. The translated logo should help consumers quickly understand the features and functions of the product.
6: reflect the principle of national characteristics
The translation of trademarks should follow the principle of national characteristics. National differences in culture, morality and religious belief should be respected. That is to say, trademark translation should be "when in Rome, do as the Romans do". Every country has different preferences for different symbols. For example, the eagle is a symbol of authority in the UK and is accepted by the British people, while in other countries, the eagle is regarded as a ferocious and unfriendly animal. Therefore, in trademark translation, we should fully understand the local ethnic characteristics and skillfully combine them with trademark translation, so as to better enter the local market.
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