英语论文网

nt and " 芳 " ( " Fang " ) means as beautiful as a flower . Then when people read the words “雅芳”，they may get an association with an elegant and pretty girl Such an effect of having white and beautiful shin is what this product can bring . [15] p80 Another clothes brand “ Goldlion ”, is not translated into Chinese directly " 金狮 " . Because , in Chinese, " 狮 " ( lion ) has the similar pronunciation to " 失 "（ lose ）. If it is translates into “金狮” ， it becomes the Chinese " 金失 " which means to lose the money . Then, nobody could accept it . When it is translated into Chinese " 金利来 " ,it means the coming of both good luck and money . Of course , it is popular . [16] p207 3.6 Translating Flexibly In order to get the best effect , we may use two or more ways to translate the brand . That makes translation more flexible . From the examples above , it is not difficult to notice that some brand translations have used two or more methods , such as “奔驰” using the skills of semantic translation and Character translation . One Sino-America joint venture produces one kind of car named " transit " . When it is translated , the drivers’ wishes to drive safely and smoothly are considered , and according to the pronunciation it is translated into Chinese " 全顺 " . This uses the skills of transliteration and elegant translation . 4 Some general principles in brand translation with the development of the foreign trade, the importance of brands has been realized by more and more people. Brand translation is a complex skill with some considerations of economic effect and bringing more interests to the producers as shown above . And there are more and more creative translation skills which belong to the translation category and at the same time it doesn’t belong to it , in some extent . In any way , all brand translations may comply with the general principles as follows : (1) Faith to the products Either the native language brand or the translated brand has something to do with the product. It mirrors the product and is a symbol for it. Different products have different brands.[17] p79 (2) Simple and creative Brand translation is almost not more than four words. In this case, the brand is simple and easy to remember and read. And if the brand translation is creative, it may have the power of showing its special trait. Then it may be stimulating and impressive. That may make products have a high sale rate in the market . (3) Colorful and imaginable The translated brand also gives the information of products . A good brand translation should be readable and imaginable that can give more details and information . By doing that , this brand may be more popular . (4) Complying with the culture of source language As Eugene Nida puts it , “For truly successful translating, biculturalism is even more important than bilingualism, since words only have meanings in terms of the cultures in which they function.” [18] p110 Translated Brands are for the target language consumers. If they can’t understand it , that means the translation is incomprehensible . If they misunderstand it , that means the brand translation is a failure and may have a bad effect on the product soon . 5. Conclusion To some extent , a brand is more important than the product itself, which is a maxim western advertising designers generally accept and abide by . For words in different cultures have different cultural connotations , which arouses different a