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The fancy beauty refers to the name of commodities using unusual expression techniques, reflecting the properties and utility of goods factually and vividly. The fancy beauty can receive a surprisingly winning effect, making consumers have strong interest in goods. The shampoo brand “Rejoice”, for instance, the Chinese name of which is “飘柔”, is neither a transliteration or a free translation, but a translation from a newfangled point, expressing the feeling of soft hair and hair fluttering in the breeze that people want to have after using the shampoo.
Simple beauty indicates that the name of the brand should be concise, lucid and lively, and clear. Mercedes Benz, not translated according to the original name completely, but selectively used the second half part, was translated into “奔驰”. If “Hewlett Packard” was translated completely, the translation name would be cumbersome and not easy for consumers to remember. So the translator chose the first latter of each word “H” and “P”, forming “惠普”.
Similar to the cultural factor, literal translation has the least influence by aesthetics. Free transliteration and mixed translation are influenced more, while the transliteration is largely influenced by aesthetics for most cosmetics and clothes brand are transliterated. For instance, Maybelline(美宝莲), Estee Lander(雅诗兰黛), Chanel(香奈儿).
3.3 Consuming concept
Brand name translation mainly relates to the consumers. It is customer-oriented translation. In this way, it is necessary for translators to learn about the consuming concept of people in target language. Here, we will mainly discuss the consuming concept of Chinese people.
3.3.1 Aspiring to luck
It’s obvious that not only Chinese people but also people in foreign countries aspire to luck. Because of Chinese traditional culture, Chinese people believe that language can bring in both good luck and bad luck. Therefore, they hope to seek for good things and pray for happiness with languages of goodness (Li Xiuqin, 2001: 307-309).
There are lots of brand translation names that contain good meaning words like “利” “宝” “喜” “康”, such as “万宝路” “吉百利” “飞利浦”.
3.3.2 Aspiring to elegance
Nowadays, people aspire to not only material entertainment but also spiritual entertainment. They pay more attention to the beauty of brand names, so that elegant names become more popular.
Those elegant brand names often appear in the commodity used by women. They concentrate on women’s sentimental feelings and rich imagination. “Some translation grasped the woman psychology ---to be more beautiful and charming, containing some characters like “芳”, “婷”, “丝”. Take “婷美” for example, “婷美” is the translation of “Gracewell”, woman underwear. The name itself can be interpreted as being elegant, delicate and noble. At the same time, it completely conforms to the slim image in women inner heart. As a result, “婷美”readily and successfully becomes popular garment in woman cupboard(Yang Wei, Zhang Zhicai, 2006: 301-305).
Brand names like “兰蔻” “倩碧” “贝令妃” “高丝”are warmly welcomed by women, as the names reflect women’s grace and tenderness. These elegant brand names enrich both their lives and their spirits.
All of the four mothers are influenced a lot by consuming concept. That is because the ultimate and forever purpose of brand name translation is to figure out costumers’ consuming psychology and stimulate their purchasing desire to greatest extent.
4 Methods of Brand Name Translation and a Questionnaire of Consumers’ Acceptance