跨文化商标翻译对市场营销的影响Trademark Translation(3)

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The following translation principles are crucial when translating products’ trademark:

1.2.1 The principle of simplicity
Clarity and straightforwardness are the primary features of goods or service trademark, enabling the trademark memorable and catchy to consumers and fulfilling the mission of distinguishing. In terms of Chinese trademark, two-character brand or product names are the most prevalent in the market. As in the English or other language trademarks, abbreviations and number are favorable options for the naming of the products. The translation of goods or services’ trademark has to be precise for the sake of spreading native trademark’s advantages and characteristics, otherwise, it will be unacceptable or elusive for customers.

An excellent example to illustrate the significance of the principle of simplicity is the trademark translation named ‘Head & Shoulders’ which is a brand of antidandruff shampoo produced by Procter & Gamble. At first, when the product was launched into Hong Kong and mainland China market, it was converted to a list of Chinese characters by transliterating the English version rigidly with no meaning. Obviously, the transformed trademark was not able to convey the basic functions and features of this shampoo, which is to help users to get rid of scurf problems and maintain hair hygiene. Fortunately, the P&G modified the translation and altered it into “Hai Fei Si” in Chinese, bearing the denotation of being refreshed and clean, promoting the sales of the product. Therefore, when decoding the trademark, the translators have to follow the principles of simplicity.

1.2.2 The principle of cultural adaptation
Translation is an art of delivery and communication across different cultures and the rendering of trademark is by no means an exception. To make the rendition of products’ trademark, the apprehension of ethnic culture dissimilarities is vital because folk psychology is formed by long-term cultural accumulation and historical experiences. An appropriate translated trademark will not only be explicit and clear-cut but also satisfy the mental needs of customers. (Larry A. Samavar,2012) To put the principle into practice, the quotation of complimentary and propitious word is advisable owing to the fact that the adaptation is able to resonate and attract the customers with enhanced acceptance and recognition. To clarify the application of this principle, an example of the translation of Sildenafil, sold as Viagra and other trade names, a medication used to treat erectile dysfunction and pulmonary arterial hypertension will be provided in the following section.

1.2.3 The principle of product orientation
Each product or service is aiming at one detailed consumer group and the material, quality, type, function and price of the product are also at variance, which requires the enterprises to make a valid product positioning. If a translated trademark is capable to explain products’ orientation, apparently it will be conducive to the sales of the products and the establishment of target customers. Additionally, the principle of product orientation relies greatly on the trademark itself compared to other principles and it is the complement of the translation principles.

1.3 A brief introduction of methods and strategies of trademark translation
Culture, as an indispensable part of social ideology, penetrates into many aspects in daily lives. Trademark in character of a commodity symbol not only spreads the information through the words but also indicates a local culture and environment, containing profound cultural connotations. Undeniably, different countries or regions share divergent thinking patterns and values in view of the fact that the inequality in geographic positions, religious beliefs, historical traditions and economic improvements. As a consequence, when converting trademark with differences in cultures and features, translators have to pay attention to the cultural differences.