- 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
From the side of customers’ aesthetic, once people get into the temple of appreciation and the senses of feeling, an expectation of trademark will appear. (Lena Claxton,2011) For example, rhyme in a poem, parallelism in an article, and repetitions in a photograph structure. These elements are meant to satisfy the needs of customers, which are mentioned at the beginning. Meanwhile, these may be included in a method of self-beautifying. As a matter of fact, trademarks’ translation is built on customers’ recognition of beauty to a large extent. That is to say, meaning is the key for the success of renditions. Take Nike, a well-known sports company in US, for example. The brand originally is the name of Goddess of Victory in Greek mythology. Provided that it has been interpreted directly into “Naji”, simply based on its pronunciation, many Chinese customers would have been frustrated by the name that makes no sense for its products. Consequently, when the translation is carrying out, translators have to concern about clients’ wishes about the trademark and take the features of reliability and duration of the brand itself into account. Finally, translators rendered the trademark into “Naike” in Chinese, which illustrates the products of the brand are capable of withstanding wear and tear. Furthermore, it also conveys the meaning of the Goddess of Victory, carrying the original meaning. The translated version of Nike is a successful case since it not only transfers the indigenous definition but also satisfies the customers’ psychology of aesthetics, making the trademark articulable and memorable, which has fully applied the knowledge of Marketing with a complete utilization of the trademark and enhancement of the brand image.
2.3. The marketing factors affecting trademark translation
Trademark translation is not only related to the use of translation principles and methods, but is also directly related to the success of product sales as well as brand images and marketing. Therefore, while using marketing basics to perform trademark language conversion, we must also consider the numerous marketing aspects influencing trademark translation.
2.3.1 Advertising and Branding
A successful brand name translation is the basis of brand management and is directly related to the post-product advertising and brand promotion. From the perspective of advertising and branding, in order to produce decent marketing results, brand name translation must first be easy to remember. Second, the acceptance and understanding of the brand name translation by the customers in the new markets is crucial after regional conversion and cultural change. Third, translated trademark name must reflect the characteristics of the original brand, image, and pass the trademark experiences of the domestic customers to new customers. This is the basis of cultural connotations of the brand and brand continuity. Last but not least, the translated brand name is under the surveillance and protection by the brand law. It cannot have excessive similarity with an existing brand name or infringe the rights of other trademark owners. The brand law also protects the translated brand name from being mimicked.
2.3.2 Product attributes and characteristics
Because different commodities are expected to give consumers different marketing effects, in the processes of trademark translation, we must focus on the product categories and characteristics. For different commodities in the trademark translation processes, the focus and the aim will be different. For example, cosmetics, food, electronic products, are all different categories of products, it is necessary to consider the different attributes and characteristics for different consumer groups when translating the brand names of each. Such as food trademarks translation, translated trademarks should convey consumers a feeling of delicious, safe, suit for the youngster and the elderly. Taking the well-known food company Hershey as an instance, Hershey has been translated into Chinese as “Hao Shi”, which means having a good time in Chinese. The Translation presents that Hershey wants to bring joy and happiness for the buyers and when enjoying the products of the company they fell delighted and having good time. Another example is cosmetics trademark translation. It should give consumers an aesthetic feeling of inner peace, to reflect the characteristics of the product such as the domestic skin care brand “Zi Ran Mei” translated into “Natural Beauty” which tells the distinct features of the products.