- 上一篇：中华小吃文化翻译传播英文论文Cultural Transmission of the Chinese Local Snacks’ Englis
- 下一篇：梭罗的自然观对中国生态的反思Thoreau’s Views on Nature
The phonic function of trademark decides that the trademark translation has to apply the basic knowledge of Marketing. Trademark is an auditory and visual art, attracting customers’ attention. Hence, the design of trademark has to fulfill the beauty of acoustics and visualization. So does the translation of trademark. An excellent trademark with graphic and aural satisfaction will bring tremendous benefits to product sales. It also works as a promotion: word of mouth, which leaves a strong impression to customers, driving them to conduct the purchase behaviour. Some translators only convert the original trademark through transliteration without second thought, leading the translated trademark elusive and indiscernible to customers such as the brand of Swarovski and Gucci which has been changed into Chinese as “Shi Hua Luo Shi Qi” and “Gu Chi”.
2.2 Marketing theories of trademark translation：
2.2.1 The theory of psychological effect of trademark
Trademark plays an important role in such process which gives customers the first image of the products. Therefore, a monotonous, boring, and mundane trademark will not provoke customers’ shopping desires. In contrast, an interesting and eye-catching commercial logo will absolutely grab customers’ attention in positive way. (Terry R. Bacon,2010)
The key factor for people to evaluate a commercial logo is whether the trademark is able to motivate customers and satisfy customers’ psychological demands. The investigation of customers’ psychological behaviors refers to the psychological study in customers’ shopping processes, and it is also a crucial part of Marketing. Taking Chinese marketing as an example, many enterprises named their product with blessing and auspicious words since Chinese attach great importance in superstition.
2.2.2 The theory of emotion input of Marketing:
In order to effectively use commercial logo translation to achieve Marketing purpose, translators have to correctly use marketing emotion driving principle to keep in line with the customers' shopping patterns. (Terry R. Bacon,2010)The content of marketing emotion driving principle is about the ability to express the profound meaning of a brand. In other words, trademark is the significant agent for people to understand the culture of a product, and it is not just a symbol. Brand nomenclators have to make sure that the commercial logo can evoke resonance with customers. Furthermore, trademark is a direct representation of the product and service, as a result, as long as it may associate with customers directly and present the idea of products properly, the marketing will be successful.
To utilize the principle of driving customers’ decision making processes, we have to investigate customers’ thinking patterns. There is a huge gap between Western thinking style and Oriental idea. In light of this gap, people will hold different decisions, thoughts and emotions after processing the identical information. For instance, Chinese people care more about functional utilization and concrete reality in logic processing, and Western people are more associated with abstract thinking patterns. Materializing logic is mainly consisted of analogy, metaphor, and symbolization, at the same time, the functional utilization of metaphor is broadly expressed in Chinese. From Chinese people’s perspectives, symbolization is the most effective manner in logic thinking patterns. People can implement synergistic corporations by matching experiences, using analogies to achieve the goal of communicating with the whole community.
In conclusion, for having a further understanding of customers’ emotion and achieving sales goals, it has to be recognized that the differences between abstract thought between China and Western nations and combine Marketing theories with commercial logo translation.
2.2.3. The theory of customers’ psychology of aesthetic: