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1、On Cultural Differences of Naming Trademarks ABSTRACTTrademark is a kind of sign to distinguish the product from other products by manufacturer or dealer. This kind of sign may be a word, picture or design. As the mark of one goods different from others, trademark plays a more and more impotrant rol
2、e in the modern society. Brand-naming itself represents a strategically important issue and may dertermine the success or failure of a product. The good brand has a good advertisement for the product and helps to take in a large market. As an essential part of the enterprise products, trademarks mus
3、t have rich cultural connotations and reflect the habits and customs , consumers mentality and humanitarian aesthetics of different countries and nationalities. This paper discusses the cultural differences through the naming of trademarks. This paper, in the first part, introduces what is trademark
4、 and analyzes its function and charcteristics, such as simple and easy to remember, implying characteristics of trademark itself, incorporating the symbolic and aesthetic significance. Then the author analyzes and contrasts the choice of Chinese and western trademarks, especilly part of speech and t
5、he meaning of a word, also states three main influencing factors in the naming of trademarks, including habits and customs, wayings of thinking, and values. Whatmore, the author points out that the existing problems in trademark translation. These problems are: the translated name doesnt apply to th
6、e need of target language culture, target customers culture and custom are overlooked, the political and economical intension are not completely understood and grasped, the translated name is not refined, and so on. On this basis, the author summarizes five main methods of brand name translation: tr
7、ansliteration, literal translation, free translation, mixed translation, reducing word translation. In the end, it draws a conclusion that brand name translation should conform to the habitual use of target language, social culture, aesthetics and purchasing psychology of customers in target market.
8、KEY WORDS: trademarks; characteristics; choice of words; influencing factors; problems; translation methods摘要商标是商品生产者或经营者为了使自己的商品同他人的商品相区别而使用的一种具有显著的标记，这种标记可以是一个词，画或者设计。商标作为一种商品区别与其他商品的标记，在现代社会中起着越来越重要的地位。商标名称的好坏具有战略性的重要作用，甚至会决定产品的存亡。好的商标具有为商品做广告宣传的作用，又可以提高商品的市场占有率。商标作为企业产品的一个重要组成部分，必须具有丰富的文化内涵，商标词反
9、映出不同国家与不同民族的风俗习惯、消费心理和人文美学等文化差异。文中试着从商标的命名来比较中西方的文化差异。本文第一部分介绍了什么是商标，并分析了商标的作用和特点。其特点有发音朗朗上口，形式简单易记，暗示商标本身的特征，具有象征和审美意义。接着作者就中西商标用语词类选择中的词类、词义问题进行较深入的对比分析，随后结合实例，提出风俗习惯、思维方式及价值观念在商标命名中具有非常重要的影响和作用，并总结了目前商标翻译存在的问题是：译名不适应目标语言文化的需求，译名忽略了外国消费者的文化风俗习惯，译名缺乏了解和把握政治经济内涵，译名欠雅等。在此基础上，作者还探索了商标翻译的几种方法：音译法、直译法、意
10、译法、音译合璧译法和减字译法。最后得出的结论是：商标翻译要跨越译入语的文化障碍，符合人们的习惯用法、审美情趣和文化心理，以吸引更多的消费者。关键词：商标，特征，选词，影响因素，问题，翻译方法1.0 IntroductionWith the globalization of world economy, especially with Chinas entry into the World Trade Organization, large amounts of foreign goods have entered the Chinese market, at the same time,mor
11、e and more Chinese products also have entered the international market. A trademark for goods plays a critical role in opening the world market, participating in the international competition and building the brand.1.1 Definition of trademarks 1p116A trademark is shown by a name, a word, a sign, a s
12、ymbol, a design or a combination of them. It is intended to identify the products or services of one seller or one group of sellers and to differentiate them from their competitors. It is a synthesis of all these elements: physical, aesthetic, rational and emotional and cultural, which is a percepti
13、on created in the mind of consumers who ascribe beliefs and values to the product. Brands are printed on the surfaces of the products, packages and directions, and hanged in public places.1.2 Functions of brands 2p59As the development of economy, brand may be a kind of economic symbol more than a ma
14、rk of the product or service . Band plays an important role in the trading, and its significance is realized by many companies. Brands have five functions as follows:1.2.1Distinguishable Trademark is a name or a symbol which is put on a product to show that it is made by a particular producer to dis
15、tinguish the product from other products by manufacturer or dealer. The products cannot be legally made by other producer. Different products or services of the same character have different quantities，qualities and services . Brands are like the faces of the products. when the consumers read a bran
16、d in a store or a public place, they can easily and quickly judge what kind of product or service the brand is related to.1.2.2Informative functionTrademarks is usually composed of words or picture or words and picture, providing information concerning products or services, therefore, customers can
17、get a general idea of a product from its brand name, such as the place of production, the material used for the product, the function of the products, the name of the producer etc.1.2.3Symbol of creditBrand has a credit. As we all know, when consumers first buy a product or enjoy a service,they usua
18、lly make a credit archive in their minds for it either consciously or unconsciously. Since brands stand for the names of products or services, consumers are easier to remember the brands than to remember the products. Then consumers always transfer the credit of products or services to their namesbr
19、ands.1.2.4Stimulating consumptionBrands have the active influence on the stimulation of the consumption. Most consumers choose the commodities according to the brands they are familiar with. Children choose the commodities according to the colorful designs on the package. Packages with gaily-colored
20、 cartoon figures are most welcomed by the young consumers. Most costume brands have romantic connotation just because the designers have mastered consumers pursuing psychology.2.0 Characteristics of trademarks2.1 Simple and easy to rememberAs a symbol of products, unique and eye-catching trademarks
21、serve the function of merchandise orientation and sales promotion. Language expression itself should advocate the beauty of sound, sense and form. And brand names in this aspect are more exquisite. Good trademarks have the same tonal style, novel designing and easy to memory. For example, “Reebok”,a
22、 brand for sports shoes, has only two syllables with simple and crisp pronunciation, symbolizing athletes beautiful and strong movements. Its Chinese translation “锐步” is also simple and easy to remember and easily makes customers connect its name with athletes fast pace.2.2 Implying characteristics
23、of trademark itselfMany brand names have more or less connection with characteristics of the product. This often can be seen from their hidden meanings. Take “京客隆” for example, firstly, it indicates that the companys headquarter is in the capital; secondly, “客隆” implies its nature of service trade.
24、Only a number of customers will the business be prospering.2.3 Incorporating the symbolic and aesthetic significanceExcept for a certain information value, successful trademarks have rich symbolism and give customers aesthetic satisfaction, thus it has played a very important role in promoting busin
25、ess. For example, the symbol of the popular car brand, “Cadillac” , is made up of a crown and a shield. Seven pearls on the crown and shield symbolizes royal lineage mean Cadillacs nobility, luxury, manner and bearing. The shield symbolizes bravery, referring to Cadillac features strong competitiven
26、ess in the markets. Another example is the trademark of a glasses factory “OIC”. The connection of these three letters makes it look like a pair of glasses and its pronunciation is close to “Oh, I see”. It has both content and form, giving consumers the perfect product and use experience. 3.0 Differ
27、ences of choice of words in the naming of Chinese and English trademarks3.1 Part of speech3.1.1 Choice of part of speech in the naming of English trademarksTake P&G(宝洁公司) for example, its products cover washing goods, personal care products, cosmetics, food and so on. Head & Shoulder (shampoo), its
28、original meaning is head and shoulder, showing that using this shampoo not only makes your hair clean, but also makes your shoulder clean because of no dandruff. The primary meaning of Tide (washing powers) is the rise and fall of the sea that happens twice every day, implying that using this deterg
29、ent has been a kind of trend.Some other well-known Western brand names, such as Ball Mall (cigarette) is a street name full of clubs in London. The world famous brand protecting skin “Avon” is a river follows by the hometown of the literary genius of Shakespeare “Stratford-Upon-Avon” (斯特拉福德镇). Shake
30、speare was born, grew up, married, raised children on Stratford-on-Avon, and had fallen into a long everlasting sleep on this land. The significance of Avon far exceeds its basic function of memorizing. These brands are place names which have a relationship with the product to the memory of the foun
31、der or the place to start.Both P&G Companys brands and trademarks based on place names are nouns, common nouns and proper nouns. Westerners prefer nouns, and they often embody their abstract thought through nouns. In addition, nouns are easy to use without too many rules. Therefore, a lot of famous
32、western trademarks are nouns.3.1.2 Choice of part of speech in the naming of Chinese trademarksCompared with English trademarks, choice of part of speech in the naming of Chinese trademarks is quite different. For example, “爱生堂” (health service) contains two concrete characters and each has its own
33、meaning. “爱”means loving concern the life; “生”stands for vitality, not yielding to diseases, and the attitude of having a passion for life. “思而美”(bedspread made in Shanghai), “思” emphasizes some associations after using the product; “尔”also means “你”in Chinese. These two characters make the heart ra
34、ce at its passion and richness.Computer name “四通” means leading everywhere and indicates its overloading information content and its simple and flexible performance. Other examples are: “狗不理” (stuffed steamed bun)、“创可贴” (woundplast)、“盼盼”(security door)、“创维” (electronic product)、“荣事达”(household appli
35、ances) 、“全聚德”(roast duck) and so on. All these Chinese brand names contain verbs. This is because Chinese people prefer emotional thought and pay more attention to affective communication. They move others with heart and soil and express personal feelings with the specific of movements. Therefore, C
36、hinese like using verbs and prefer choosing verbs or Phrasal Verb when naming trademarks.3.2 The meaning of a word3.2.1 Choice of the meaning of a word in English trademarksWesterners like choosing words with unusual meaning as brand names. For example, Poison (perfume) means a substance that causes
37、 illness or death if taken into a living thing. However, when westerners read the word “poison”, they may get an association with attractive ladies and gentlemen will be carried away by them. Therefore, its peculiar name expands the market and makes the products have a good sale.In order to stress t
38、he products uniqueness and avoid repetition, westerners like invent some words as trademarks. For instance, an oil company is named Exxon. This can not lead to confusion in every country, because it is an imaginary word, just a combination of several characters, has no meaning and is very creative.
39、Timex (watch & clock) is the combination of two words “time” and “excellent”, meaning its remarkable performance. One more example is Kodak. George Eastman, the founder of this company, had said: “I always prefer the letter “K”, it looks like full of power and dashing spirit, so I think the trademar
40、k must begin with “K”, and then finds several letters to match it, and ends with “K” at last.” Hence, “Kodak” came into being.Westerns often use surnames or peoples names as brand names because they are self-centered，emphasize individuality, adore heroes, and commemorate great men. Take PICASSO (por
41、celain) as an example, it originates from the name of a famous painter “Pablo Picasso” in the Renaissance Period. Ponds (cosmetics) is to commemorate an American pharmacist Theron T. Pond. “RollRoyce” indicates the founders of this car company, “Charles Rolls” and “Henry Royce”. The trademarks named
42、 by peoples name have friendly feeling, at the same time, indicate the position of these founders in peoples eyes. Some old and famous trademarks give people a feeling of having a long history.Because theology had a profound influence on westerners, they have strong religious consciousness. Things r
43、elated to religion are frequently appeared in trademarks accordingly. Lets look at some examples. Phaeton (大众辉腾) , son of sun of god “Helios” in the Greek mythology, often drive his chariot across the sky. Phaeton means dazzle and a flash of light radiating in all directions. Angel (pure water), a k
44、ind of mental body created by God, is used to tell the public what God said and help to save people, it is regarded as a guardian god. Ariel (detergent) is a cute little elf in Shakespeares romantic comedy The Tempest. Dyane (automobile), the goddess of hunting in Greek and Latin mythology, is a tra
45、ditional trademark and a symbol of prettiness and top.These words with strong religious content are used as trademarks, expressing peoples spiritual sustenance and noble desire. We can see from the above examples that people in west believe in individualism, self-centered, personality extrovert, emp
46、hasize individuality, adore heroes, and commemorate great persons, because of a long history of democratic enlightenment and individual liberty. In addition, Humanism in modem western world came into being under the background of theology, so religions are popular. Revealed in the aspect of choosing
47、 meaning in naming trademarks, westerners tend to use words with unique meaning or created or nonsense words or proper nouns.3.2.2 Choice of the meaning of a word in Chinese trademarksBeing different from Westernersegoism and emphasizing the individuality, Chinese prefer using common words to name t
48、rademarks, such as Dabao, Zhonghua，white cat (cleanser essence), 康师傅(instant noodle), 红旗(saloon) and so on. We are familiar with these words, which reflect Chineses role consciousness and introverted personality.Besides, Chinese people like to build their hope on an illusion made up by language, the
49、refore, they prefer using words with favorable meanings and repose their good withes in short brand names. In trademarks, words such as “福”(lucky), “寿”(longevity), “喜”, “乐”(happiness, joy) are frequently used; words like “佳”(fine, good), “强”(powerful, strong), “美”(beauty), “能”(capability, energetic), “仁”(humane), “富”(rich, abundant), “金”(gold), “宝”(preciousness), “隆”(prosperous), “雅”(elegance) are usually used, such as, “
