11 ways to teach you to choose a good name for your English trademark
In the process of economic globalization, trademarks and brands are almost synonymous with businesses. If a trademark is translated well, it can stimulate consumers' senses and leave a deep impression, and create associations and touches, closely linking the trademark with consumers' impressions of goods and services. This article discusses some commonly used Chinese translation techniques for foreign trademarks, hoping to be helpful to relevant parties, especially foreign-funded enterprises.
Transliteration method
The transliteration method is a method of imitating the pronunciation of foreign trademarks and translating them into Chinese. This method is very commonly used. It is characterized by fast and simple translation, and it can retain the phonological beauty of the original name, allowing people to experience the authentic exotic atmosphere. It also satisfies some consumers' pursuit of "foreign flavor". They often think that this kind of trademark can better reflect their identity and status. Usually, if the original language trademark does not make sense, or it is novel or exclusive, the transliteration method is often used.
For example, some well-known brands: Motorola, Nokia, Sony and other representative products; Ford, Audi, BUICK, LINCOLN and other cars; adidas, CHANEL, Pierre Cardin Pierre Cardin and other clothing; ROLEX, OMEGA and other watches; BOSS, ELIXIR, BVLGARI, LANCOME and other cosmetics; Levi's (denim clothing); ALIDA ( High-end women's shoes); Finbid (pharmaceuticals); Corona (beer); MacLaren (strollers); Cartier (jewellery), etc.
Literal translation
Literal translation is a method of directly translating the meaning of the word into Chinese based on the language of the foreign trademark. The target language of the translation often expresses the same form and content as the original language of the original text. This is also a widely used method, characterized by "no distortion", which can retain the meaning, information, emotion, etc. conveyed by the original name, directly convey the semantics of the original text, so that consumers can better understand the meaning of the original trademark, and even trigger associations And generate interest and goodwill, which is conducive to the sales of goods. Generally speaking, if the original name of the trademark itself has a specific meaning or symbolic meaning, literal translation should be considered as much as possible.
For example, the British car Lotus, literally translated as "lotus", can give people many beautiful associations: the lotus "comes out of the mud but not stained, washes the lotus clean but not evil", the lotus "fragrance" The fragrance of "Yuan Yi Qing", "the pavilion's grace", "the charming charm", "the hibiscus emerges from the clear water, and the natural beauty is removed from the carvings", the natural beauty without applying powder, the unparalleled refined temperament, etc.; the bedding FairLady is translated as "expensive" "Woman" gives people a sense of elegance; the car Crown is translated as "Crown", implying the dignity of the car. If it is transliterated as "Crown", the feeling is very different. Microsoft is translated as Microsoft, which happens to be related to computers, software, etc.; Apple (computer, leather goods, etc.) is translated as "Apple", and its sweet image can win people's favor; American cosmetics COVERGIRL is translated as "cover girl", giving love to How much temptation and association does a beautiful lady have? In addition, if the transliteration of some trademarks is too long and does not have a corresponding "foreign" flavor, literal translation can also be considered. For example, Volkswagen (car) does not need to be transliterated into words like "Volkswagen" or "Volkswagen".
Free translation method
Free translation method is a translation method that focuses on the content of the original text without maintaining the form of the original text. It is also called the explanatory interpretation method. The translator can discover the true connotation of the originating language by understanding the deep meaning of the original text and the product it represents. Its characteristic is that the target language of trademark translation often expresses the utility and performance of the product more accurately and vividly. Sometimes it is also infectious and triggers associations, which is conducive to leaving a deep impression on consumers.
For example, the drink Sprite was originally the name of a child promoted in a "Coca-Cola" advertisement, and was later expanded into a new brand.
The transliteration is "Spright", "Sprite", etc. The literal translation is "little goblin, naughty ghost". When the drink first appeared in the Hong Kong market, it was named "Shi Bili" according to its homophonic pronunciation according to the convention of Hong Kong and Macao to obtain auspiciousness. However, the actual sales situation was not good. Later Chinese translated it as "Sprite", which gave people the impression of being cold and quenching thirst, fully expressing the characteristics of the product, and the product was subsequently accepted by consumers. Another example is the shampoo Rejoice, whose literal translation is "happy" and free translation is "rejoicing", which means the hair is elegant and supple. It can not only fully display the characteristics and quality of the product, but also leave a good psychological aftertaste to consumers; Headamp Shoulders, literally translated as "head and shoulders", was once transliterated as "Haide Xiandusi", which is both cumbersome and unclear. Later it was translated as "Head and Shoulders" in Chinese, which not only has a beautiful image but also reflects the characteristics of the product; pill Asverin, translated name The name is "Ankeding", which clearly expresses the tablet's efficacy in suppressing and treating coughs, and is easy to remember.
Homophony method
The homophony method is based on the pronunciation of the original trademark name, and flexibly selects the pronunciation of the target language that is roughly the same or similar according to the characteristics, performance and other performance needs of the product. words to transliterate some or all of the pronunciation of the original name. The homophony method is widely used, and its characteristics are that word selection is more flexible and can better reflect the characteristics and performance of the product. The homophony method can reduce or supplement the loss of semantic information in the translation process, induce consumers to associate and deepen their impression of the product, thereby achieving the purpose of expanding sales.
For example, the French famous brand perfume Poison literally translates as "poison". "It feels mysterious and unforgettable" is the common feeling of women who use this brand's perfume. However, in China, if "Poison" is literally translated as "poison", it may be difficult for most people to accept it, so the homophonic method is used to translate it into "Hundred Love Gods". Of course, there are critics and critics of this translation. The author believes that we cannot simply and arbitrarily say that "Hundred Love God" sounds like a "male" cosmetics brand. Take the legendary "gods" as an example, there are also goddesses. What's more, the translator's meaning can be understood as an elliptical version of "mysterious", which is consistent with the original intention of the original designer. Another example is the drink "Pepsi-Cola". The Chinese translation is "Pepsi-Cola", which is also a good translation using this method. It can be understood as "Pepsi-Cola, Coca-Cola"! "Longines" was originally a place name in Switzerland and a Swiss watchmaking brand. One of the oldest trademarks in the industry. Since 1867, every watch has been engraved with the flying wing hourglass logo, which is translated into Chinese as "Longines", which is both catchy and poetic. There are many examples of homophonic methods, such as RADO translated as "radar" (watch brand); Matrix (American hair care brand); Safeguard (shower gel); HERCYNA sea blue (cosmetics) Carlsberg (beer) Brandy (wine); Marlboro, ESSE (cigarettes); Carrefour (supermarket); Pentium (computer processor); ɑ.testoni (Italian clothing brand); MONTAGUT (French clothing brand); HERMES Hermès (French series of products); citroen is translated as "Citroen" (car); E.BLAN (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 a cosmetics series. Some merchants use the name "Chanel" when referring to clothing and other products; Dove is translated as "Dove" when referring to a soap brand, which means moisturizing and fragrant. , when referring to the chocolate trademark, is translated as "Dove", which is homophonic in Chinese as "Defu" and "Defu", which looks festive and auspicious.
Concurrent translation method
Concurrent translation method, or segmented translation method, is a method of translating the original trademark name into different Chinese according to words or syllables. For example, the first part is literal translation and the second part is transliteration, or the second part is literal translation and the first part is transliteration, etc. Its characteristic is that it can be translated in a more flexible manner through careful word selection based on the product attributes represented by the original trademark or the designer's intention.
This method can fully consider the cultural background of the target country and fully express the characteristics and effectiveness of the product, so that consumers can, as the name suggests, arouse associations and have a favorable impression of the product, which is more conducive to inducing consumption.
For example: The literal translation of Goldlion should be "Golden Lion", which originally means a good thing, but according to the homophony, it means "Golden Loss" in Cantonese, which is really unlucky and naturally unpopular. Mr. Zeng Xianzi, the founder of the "Goldlion" trademark, racked his brains to rename "Goldlion" and translated the English name of "Goldlion" into Chinese. The first part "Gold" is literally translated as "gold", while the second part "lion" is homophonically translated as "profit". Gold and profit come together to make products more magnificent and satisfy people's desire for good luck and pursuit of luxury. Everyone is happy to hear this! After the birth of the "Goldlion" trademark, it quickly became a well-known and resounding brand. Let’s look at the English trademark “KissMe” of Nissan’s lipsticks. The literal translation is “kiss me”, “kiss me”. Chinese people generally value subtlety, and Ms. Tailu may not be able to accept it, so some people used homophones to translate it into "Qishimei". There have been many comments in the translation community about this Chinese translation. Generally speaking, they are not very satisfied because the lively and humorous semantics of the original text are hardly expressed, but no one has come up with a translation that is recognized by everyone. In order to solve the problem that "Kiss Beauty" loses the charm of the original work, the author envisions using the simultaneous translation method, literally translating "Kiss" as "kiss" and "Me" using homophones as "beauty", that is, "kiss beauty". In this way, through the "kiss" of lipstick, "I" become "beautiful", the connotation of the original work is expressed in an implicit way. If you are more flexible, it can be translated as "beautiful kiss" or "beautiful lips", which looks easy to attract the eye and is easy to read. There is also the literal translation of "Nippon Paint" which should be "Japanese paint", but in order to enter the Chinese market, the first part is homophonic and the second part is literal translation. The Chinese translation is "Nippon Paint", which sells well in China; Mickey Mouse, phonetic, The literal translation of the drink "7-Up" is combined with the free translation. "Seven" itself has a positive meaning in European and American countries, so "Xi" is translated as "Up", and "Seven-Up" is translated as "Seven-Up", which is festive and festive. Geely has translated its trademark charm; the most luxurious large car in the United States, "Cadillac", has been translated as "Gately" and is also very successful.
Pun method
The most commonly used pun method in Chinese translation is pun on sound and meaning. Its characteristic is to make full use of the characteristics of both pronunciation and meaning in Chinese, by imitating the pronunciation of the original text and selecting appropriate words, to effectively express the translation suitable for consumers to accept and understand, and to reflect the performance, function and advantages of the product. wait.
For example, the watch TITUS, translated as "Titus", conveys the role and advantages of the brand. Its meaning "this watch will definitely be on time" is self-evident, just like its advertisement. As the saying goes: "Time is up to me"! Another example is Nike, a well-known American sports brand. The phonetic symbol is ['naiki:], which is the name of the goddess of victory in Greek mythology. According to the transliteration, it is "Naiki" and so on. Consumers I don't know what it means. According to the needs of product information communication, the Chinese translation is "Nike", which not only expresses the durability of sportswear, but also contains the meaning of containing and defeating the enemy, which coincides with the original meaning of the goddess of victory. The translation of the baby diaper "PAMPERS" is also worth mentioning. The Chinese translation is "Pampers", which means to solve the "baby's" wet problem and help it feel comfortable. This translation fully reflects the performance of the product and is very "elegant". Let’s look at another example that is both phonetic and onomatopoeic: Kodak, an American photographic equipment, is almost as famous a trademark as CoCaCola. Kodak, as a trademark word, has little meaning in itself. Because it was "created" by a combination of trademark designers. Kodak is translated as "Kodak" in Chinese. It is catchy and has a loud pronunciation. It is both phonetic and onomatopoeic. It can easily remind consumers of the exciting "click" sound of pressing the camera shutter.
Provincial translation method
Provincial translation method refers to the omitted translation of some words, syllables or letters of the original trademark name. Its characteristic is that the Chinese translation has great flexibility and can be based on According to the expression needs of the product and Chinese habits, parts that are difficult or unnecessary to translate are omitted, so that the translated name can achieve a concise, smooth and aesthetic effect.
In the brand world, a considerable number of companies adopt a publicity strategy in which the company name is consistent with the brand name.
BMW is an abbreviation formed by organizing the first letters of each word of Bayerische Motoren Werke. If it is fully translated, the translated name will be very long, which will be even more inappropriate as a trademark. When translating into Chinese, the translator only used the initials of the first two words, omitting the rest, and boldly translated it as "BMW", which soon became a well-known automobile trademark in China. There are numerous examples of provincial translations, such as the car Astra is translated as "Art"; the beer Budweiser is translated as "Budweiser"; the facial mask ARTISTRY is translated as "Artistry"; the jewelry series VanCleefamp; Arpels is translated as "Van Cleef & Arpels" ; Natural raw material skin care product OTAGO, translated as "Ouguo"; brand perfume Lolita Lempicka, translated as "Luo Lita" and so on.
Additional translation method
Additional translation method refers to appropriately adding words when translating a trademark into Chinese according to the writing habits of the target language. Its characteristic is that it can make up for the shortcomings of the translated name when translating literally, so that the trademark can be translated into Chinese. The connotative meaning of the product can be extended, effectively enhancing the integrity of the meaning of the translated name, enhancing the appeal of the translated name and the information expression effect of the product.
For example, if there is a sleeping pill called Dakmane, if it is purely standard transliteration, consumers will be confused and the characteristics and effectiveness of the drug cannot be reflected. The first part of the word is translated as "band" and the second part is translated using the homophonic method. For "mian", that is, "with sleep", a word "er" is added in the middle, and the written language means "you". Therefore, the Chinese translation of this trademark is "bringing you to sleep", which means "taking you to sleep". The translation is very close to the psychological feeling of consumers longing for a peaceful sleep, and it is just right! Another example is Power soap, which is translated as " "Bol", adding "skin" to the end of the word, that is, "Bol skin", is also very appropriate; toilet paper Luxury, literally translated as "luxury goods" is obviously inappropriate, the first part is translated as "Lishi" with homophony, and then a " The word "clean" is "Li Shi Jie", and the translation is very accurate; the cigarette Rothmans is translated as "乐" and "门" respectively, and a "rich" character is added in the middle. The full name is "乐富门", which is easy to read. , and looks festive and auspicious; MONTBLANC originally means the highest peak in the Alps, "Mont Blanc". As a jewelry series trademark, through a combination of provincial translation, additional translation and transliteration, the Chinese translation is "Montblanc".
Borrowing method
The borrowing method refers to the method of directly copying the original name. The first feature of this method is that it is convenient and simple, and the second is that it leaves room for the future Chinese translation of some trademark names. As we all know, with the increasing opening up of our country, it is an indisputable fact that foreign brands are pouring into China. There may be some trademarks that are “too late” to be translated, or some trademarks that are difficult to translate, and some businesses may even think that they should keep their original names without having to translate them. This also gives the market an opportunity to test, become familiar with, and get in touch with this brand.
For example, the skin care brand SK-II of Procter & Gamble Company, which is popular in my country, and the Swiss watch ck (Calvin Klein), etc. The borrowing method is often used to translate abbreviated trademark names. Generally, companies use the abbreviation of company names or functional names to form brand names. The basic method is to combine the first letters of each word. The advantage is that it is simple and easy to remember. The characteristics are obvious. Such as: 3M (Mimmesota Mining and Manufacturing Co.) Minnesota Mining Company; IBM (International Business Machines) International Business Machines Company; NEC (NIPPONE LECTRIC COMPANY) Japanese Electrical Appliance Company; DTC (Diamond Trading Company) Diamond Trading Company, etc. Interestingly, some trademarks already have Chinese translations, but many people who pursue "foreign flavor" and some news media still prefer to use foreign names. As long as you look through newspapers and magazines, this situation abounds.
For example, the French Louis Vuitton series of products is named after its founder Louis Vuitton. Although the Chinese translation is Louis Vuitton, many people do not use it. Instead, they use the abbreviation LV instead. Reebok is a world-renowned sportswear brand, and the Chinese translation is " Reebok", in 2005 "Reebok" changed its global brand logo from the original "Reebok" to "RBK" to show RBK's confident independent style.
Conjecture
Conjecture refers to the method of translating foreign trademarks into reasonable Chinese trademarks based on subjective assumptions that often lack objective basis. The characteristic of hypothetical ideas is that they are not bound by the original trademark, and the translator can flexibly choose words and meanings. This method is nicknamed the "random translation method" by some rigorous scholars, so it is generally not recommended, and even if it is used, it must be very cautious. Of course, there are many trademark designers from all over the world who are unconventional and original. Therefore, if the translator has unique insights or ideas, a "made-up" translation is not a bad idea as long as it can be accepted by the market. As mentioned earlier, some people translated the "Poison" perfume "Poison" as "Hundred Cupids" using homophonic methods. Now some people have changed the translation to "Weird". It is probably related to the sensational effect of "Poison"'s uniqueness after its release.
In 2006, in order to retain the mystery and magic of "Poison" as always, Dior stripped away the sweetness defined by the original perfume and wanted to reflect the freedom, generosity, passion, challenge, indulgence and temptation of female personality. , has launched four distinctive "Poison" perfumes, namely purple "Poison", green "Tender Poison", red "Hypnotic Poison", and white "Pure Poison". Let's look at the cigarette "Pall Mall". This is an example that has been much discussed and debated in the translation community. It is translated as "Shun" brand and is called "random translation" by Hong Kong translation scholars. "But there is a certain truth to it: Pall is a homophone to the sound of 'Po', and Mall is a homophone to the sound of 'Mo'. As it rubs down the slope, how can it not be 'shun'?" (Wu Weixiong, 2000: 178-179) Chen Quanming believes, " The translation of 'PallMALL' as 'Shun' card is due to the homophonic pronunciation and 'imaginary' consideration, and then the result of taking the 'meaning' is that 'Pall' is homophonic to 'wave', and 'MALL' is homophonic to 'die'. Sound, the waves have disappeared, how can the sea not be calm? And a ship sailing on a calm sea will have smooth sailing?" (Chen Quanming, 1996) In fact, "Pall Mall" has another name: The translated name is "Changhong". The author speculates that there are two possibilities for the translation: first, hoping that the sales of this brand of cigarettes can continue to be "popular" for a long time; second, it is consistent with the design background of the brand's cigarette boxes. It’s all about red. It can be seen from the different viewpoints and translations of the above comments that not all translations of trademark names are well-founded. If it is a "fictitious" trademark name, the authority to explain it may only be the brand designer or translator. Others can just use their imagination and speculate in their own way.
Domestication method
Domestication method is to use words that have similar semantic expression functions to the original language, but have obvious Chinese cultural characteristics to translate the original trademark name. The characteristic is that by giving full play to the advantages of the Chinese language, the Chinese translation is more authentic and more in line with the national way of thinking, psychological consciousness, historical traditions, customs and beliefs, regional features, etc. under the background of Chinese culture, thereby leaving a sense of intimacy to consumers and making them They are easy to understand and easy to accept.
For example, the French cosmetics brand "Estēe Lauder" is translated as "Estee Lauder", "Decleor" is translated as "Si Yanli", "Guerlain" is translated as "Guerlain", the famous wine "Hennessy" is translated as "Hennessy", the United States The cosmetics brand "MAYBELLINE" is translated as "Maybelline", "Revlon" is translated as "Revlon", etc., all of which have a strong Chinese cultural flavor and are favored by consumers. It can be said to be a good translation of the naturalization method.