商標(biāo)翻譯方法簡介

Adtranslation張廣欣向大瓊劉禮瑤賽百味2萬寶路3曼秀雷敦4neworiental5Darlie6TacticsfortranslationofEnglishAd1.transliterationappliedontrademarktranslationprinciple:shorteasytorememberpreserverhythmicbeauty7pantene(shampoo)simpleandclearsoundslikeabeautifulgril'snameimagineagirlwithbeautifulhairhangingabthershoulder8Saferguard(soap)

indicatethiskindofsoapboastofbeingcomfortableandhighquality

character佳a(bǔ)s家，conveyusingsaferguardcanbringthewholefamilyhealthy9pampers(babywear)

10adidas(sportscloth)112.complementaryapproachuseforhavingsizeddifiningpropertiesofproductsortrademarks,translatorconveysthedefiningfeatureswiththismethod,whichcanarousethecomsumersimaginationMachete

滅草特（pesticide)Hismanal

息斯（anti-allergicpill)Whisper護(hù)舒寶（napkin）Dakmane

帶爾眠（sleepingpill）123.highlightingrhetoricfeaturesnotonlymeaning(minimal)alsostylisticandrhetoricflavoroforiginal(maximal)adsareoftenfilledwithfiguresofspeechdesignedtodrawattention(forstylistic)freetranslationisoftenused(forrhetoric)13bespecific--gounionpacific(太平洋聯(lián)營，服務(wù)獨(dú)特，別具一格）the2wordssharetherhtym,4characterscompensatethelossofrhtym.exlusivity--soughtafterbymany,aquiredtheonlybyfew(獨(dú)自享用--眾人追尋，得者甚少）contrasted4characterrusedandrhetoricalbeautyiskeptwithanother2pairofantonyms14InfluencesoftheCulturalDifferencesintheTransnationofAdvertising1.Differencesofthevaluesbetweeneastandwest1.1Comparasion

theOrientalemphasizescollectivism,theWesternadvocatingindividualism.collectivismvaluesmakestheChinesepeoplefollowthecrowd:大家好才是真的好男女老少皆宜大家都喜歡

whileadvocating"individualism",Westernersfocusmoreonpersonalityandindependence,sowsternadvertisingoftenusethethe"You",tothetonerightforindividualstoconvinceconsumersspecialforyou、meetyourspecialneeds、uniquenessofproducts161.2InfluencesForsomeinternationalbrands:America---Nike---Justdoit----personalityandindependenceHongkong---想做就去做----troditionalself-discipline---應(yīng)該就去做China----老少皆宜----belovedbyall,suitableformen,womenandchildren(nouniqueness)forsomeEnglishadvertisingtoChinese-----notemphasizetoomuchindividuality172.DifferencesofthecurtualcustomsbetweeneastandwestEverynationhasitsrootsinthecustomsofthenationalculture,sotheadvertisingisaskedtomeetthetargetlanguageaudienceculturalpractices.adomesticbrandshirts---紅豆襯衫red-seedorredpea-----foreignconsumers----cannotcauseemotionalresonancelove-seed(愛的種子)-----紅豆symbolizes相思----culturalconnotationbuyitforfamiliesorfriends------akindofloveandcare18SevenUp------sevenisapropitiousandluckynumber,'up'canbeakindofpositiveattitude七喜----correspondstoChinesecharacter-----hopeeverythingcanbejubilantandjoyoustocatertothiskindofpsychology------Mastercard-萬事達(dá)卡Locove-樂口福Carrefour-家樂福-------lookforwardtosafeness、hapiness、harmony19andfordifferentcountries,thesolganofthesameproductshouldbedifferent,forexample:Mitsubishi(日本三菱汽車)----whenitispromotinginAmerica----itspublicityis'Notallcarsarecreatedequal'----TheDeclarationofIndependence---Allmenarecreatedequal-----issuperiortoothers,makeagreatimpactonconsumerswhenitcomestoChina-----古有千里馬，今有三菱車-----千里馬playsanimportantroleinChineseculture----imageandperformance20紫羅蘭男襯衫-----譯成Violetmen'sshirtsInChinese,Violetsymbolizeshonourandelegance----likeInEnglish,Violetismuchmoresuitableforwomen---notlike213.Differencesofthethoughtpatternsbetweeneastandwestwesternpeople----areinclinedtologicalanalysis、activereasoningChinesepeople-----intuitivejudgement綠茶---greentea紅茶-----blacktea

Chinese--------thecoloroftheteawesternpeople-----thecoloroftheleavesofthetea紅糖----brownsugar-----canbereasonabletoavoidtobemisunderstood-----s