《我國(guó)飲食品牌英譯策略問(wèn)題研究（英文版）》

.IntroductionTheword"brand"isderivedfrom"brandr",whichmeansburning.Itwasborninancienttimes.Atthattime,peopledeclaredtheirownershipoftheterritoriesbyburningthefirelightorthicksmokefromlivestock,especiallyunderthesocialsystemofsmall-scalefarmers.High-qualityfarmers'productsareoftenmoreeasilysoughtafterbythemarket.Withthedevelopmentofthetimes,theindustrialrevolutionfromtheWestreplacedthesmall-scalepeasanteconomyinthepast.Brandsinacapitalistsocietyhavegraduallyplayedamoreprominentroleinbusinessactivities.Brandisacollectionofproductnames,designmethodsandsymbols.Trademarksaremoreinclinedtoshowbrandsymbols.Thetwocannotdrawanequalsign.Generallyspeaking,trademarksareofprominentcommercialsignificanceandhavecertainlegaleffect.Brandsarerelatedtoproductpublicity,promotionandevenculturalconnotation.Therefore,itismoreappropriatetotakebrandastheresearchobjectintheprocessofproductnametranslation.Inaddition,duetothediversityofbrandelements,intheprocessofthetransformationofdifferentculturalsystems,itsconnotationmayvarytoacertainextent,whichmeansthatbrandtranslationisanimportantmatter.Ontheonehand,itguaranteestheaccuracyofbrandcommunicationconcepts,andontheotherhand,itlaysafoundationfortheopeninganddevelopmentofcross-regionalmarkets.Underthebackgroundofglobalization,internationalbilateralandmultilateraltradeisbooming,digitalcompaniesareproliferating,andbrandtranslationisimminent.

2.FunctionalistTheory2.1FormationandDevelopmentofFunctionalistTheoryFromtheperspectiveofcross-borderbusinessactivitiesinthe1950s,translationwasregardedasaspecificeventinlinguistics.Atthattime,translationwasregardedasabranchoflinguistics.Itwasnotuntil1964,whentheconceptof"dynamicequivalence"wasputforward,thattranslationwasformallyseparatedfromlinguistics.Sincethen,translationhasdevelopedrapidlyasanindependentdiscipline.Generallyspeaking,thetranslationprocessismainlydividedintothreestages,namelygrammar,meaningandconnotation.Thesethreestagesaregradualandorderly,whichcanbettershowtheconnotationofthetranslationcontentitself.Withthecontinuousadvancementofglobalization,theencounterbetweendifferentcountrieshasbroughtgreatdifficultiesandchallengestothetranslationwork.Manyscholarsoftenfindthatintheprocessoftexttranslation,theoriginalmeaningcannotbeexactlyconveyedaccordingtotheabovethree-steptranslationmethod.Undersuchcircumstances,manyscholarsareincreasinglydissatisfiedwiththetraditionalsolidifiedtranslationlogic,andthusasetoftranslationtheorybasedonfunctionisofficiallyborn.Thebirthoffunctionaltranslationtheoryislargelyattributedtothe"GermanSchool"headedbyCatarinaRiceandHansVermeer.In1971,CatarinaRiceformallyintroducedthecategoryoffunctioninthetranslationprocess.Basedontheconnectionbetweenthesourcetextandthetargettext,itcreatedanewtranslationmode.Comparedwiththetraditionaltranslationsteps,thisnewtranslationmodegivestranslatorsmoreflexibletranslationmethodsandishighlysoughtafterbymostscholarsatthattime.Holtz-MantarigoesfurtherthanVermeer.Inhistheory,thetranslationstrategyofflatphotographyhaslongbeendivorcedfromthemeaningofpure"translation",butisbasedontheactionprincipletheory,aimingtocoverallformsofcross-culturaltransfer,includingthosethatdonotinvolveanysourcetextortargettext.Withthesupportofthistheory,Mantarihasbroadenedtheapplicationscopeoffunctionalismtheory,whichisalsoawidelycirculatedtranslationformulanowadays.2.2TheApplicationofFunctionalistTheoryinChineseBrandTranslationPracticeThecoreoffunctionalisttranslationtheoryisthattranslatingisapurposefulactivity.Thetheoryisdistinctfromtheothersinthefollowingkeypoints.2.2.1NatureandFeaturesofTranslationTherearecertaindifferencesbetweentranslationandtranslationbehavioritselfinfunctionaltranslationtheory.Asfarastranslationbehaviorisconcerned,itwasfirstproposedbyHoltz-Mantari.Infunctionaltheory,thiskindofactionisconsideredasanintentionalchangeortransitionfromonestatetoanother.Translationbehavioritselfisonlyacompoundbehavior,thatis,asteptorealizecross-culturalandcross-languageinformationtransmission,whiletranslationisonlyatranslationbehaviorbasedontheoriginaltext.Fromthesetwodefinitions,itcanbeclearlyseenthatalthoughthepurposesofthetwodefinitionsareconsistenttosomeextent,theresearchobjectoffunctionaltranslationtheoryisstillmainlytranslation.Fromtheessenceoftranslation,wecanfindsomebasiccharacteristics.First,translationissubjective,whichreferstotheintentionalbehaviorthattheparticipantsthinkorinterpret.Second,translationisadefinitebehavior.Third,thetranslationprocessincludesacertainwillingnesstocommunicate.Translationitselfisdonethroughsymbols.Althoughtherearecleardifferencesbetweenthepreviouswrittensymbolsindifferentcountries,duetotherelevanceofsymbols,specificrelatedspeechornonverbalbehaviorsthatbothsidescanunderstandaredisplayedundertheactionoftranslators.Finally,translationisaclearcross-culturalbehavior.Intheprocessoftranslation,duetotheuniquenatureofeachculturalsystem,translationistotransfersymbolsofspecialsignificancefromthesourceculturetothetargetculture.Fromthisperspective,thecross-culturalbehavioroftranslationisprominent..Thedefinitionoftranslationshowsthattranslationisatext-processingaction.Theroleofthesourcetextinfunctionalistapproachesisradicallydifferentfromlinguisticorequivalence-basedapproaches.Thesourcetextisnolongerthefirstandforemostcriterionfortranslatorsdecisions;itisjustononeofthevarioussourcesofinformationusedbythetranslator.Besides,translationisinterpersonalinteraction.Thepeopleoragentsinvolvedintheinteractionhavecertainrolesorfunctions.Theserolesareinterconnectedthoughacomplexnetworkofmutualrelations.2.2.2AgentsintheTranslationProcessIntheprofessionalpracticeoftranslation,translatorsrarelystartworkingoftheirownaccord.Theyareusuallycalledupontodosobyaclientthatcanbereferredtoasaninitiator.Theinitiatoristheperson,grouporinstitutionthatstartsoffthetranslationprocessanddeterminesitscoursebydefiningthepurposeforwhichthetargettextisneeded.Holz-Manttaridistinguishesbetweentheinitiator,whoactuallyneedsthetargettext,andthecommissionerwhoasksthetranslatortoproduceatargettextforaparticularpurposeandaddressee.Thestatusoftheinitiatorismuchhigherthanthatofthecommissioner,sincetranslationbriefisgivenbytheinitiator.Comparedwiththeinitiator,thesource-textproducerislessimportant.Hehasproducedthetextthatistoserveasthesourcefortranslation.Theproductionofthesourcetextmayhavebeenmotivatedbyfactorsthathavenothingtodowithtranslation.Inthiscase,thesource-textproducerisnotanimmediateagentinthetranslationprocess.Nordmakesadistinctionbetweenthesenderandthetextproducer.Thesenderistheperson,grouporinstitutionthatusesthetextinordertoconveyacertainmessage;thetextproduceristheoneactuallyresponsibleforanylinguisticorstylisticchoicespresentinthetextexpressingthesenderscommunicativeintentions.Thoughbothrolesareoftencarriedbyoneperson,thedistinctionisrelevantincaseswherethesendersintentionisnotexpressedadequatelyinthetext.Thetranslatorplaysacrucialroleinthetranslationprocess.Heisresponsiblebothforcarryingoutthecommissionedtaskandforensuringtheresultofthetranslationprocess.Thetranslatorfirstactsasareceiverofboththetranslationbriefandthesourcetext.Afteragreeingwiththecommissionerontheconditionsinvolved,heproducesatargettextthatisregardedasfunctionalinthesensethatitmeetsthedemandsofthetranslationbrief.Theintendedtarget-textreceiveristheaddresseeofthetranslationandisthusadecisivefactorintheproductionofthetargettext.Sometimesthetarget-textreceiverisnotidenticalwiththetarget-textaddressee.Theaddresseeistheprospectivereceiverseenfromthetextproducersstandpoint;Thereceiveristhepersonororganizationthatactuallyreadsorlistenstothetext.AsLesdescribed,theinformationofthetargettextrecipientiscrucialtothetranslator.Finally,itisnecessarytomentiontheuserswhousethetargettextfinally.Althoughthewholetranslationtheoryprocesshastogothroughmanysteps,theremaybesituationswhereonepersonplaysmanyrolesinmanysteps.2.2.3RulesandPrinciplesinFunctionalistTranslationTheorySkoposruleistheprimeruleintranslationwhichcansummarizethemainideaofSkopostheorythatthetranslationpurposejustifiesthetranslationprocedures.Vermeerbelievesthatthetargettextshouldconformtothestandardofintratextualcoherence.Thismeansthatthereceivershouldbeabletounderstandit;itshouldmakesenseinthecommunicativesituationandcultureinwhichitisreceived.Coherencerulespecifiesthatatranslationshouldbeacceptableinasensethatitiscoherentwiththereceiverssituation.Apartfromcoherence,sincetheinformationitselfisopentobothparties,andtranslationisacross-culturalactgeneratedbyopeninformation,thismeansthatthereisanobviouscorrelationbetweentheoriginalinformationandthetranslatedinformation,whichisVermeer'sintertextuality.Inadditiontotheabovetwobasiccharacteristics,theskopos-basedtranslationsystemalsohasabasicconceptoffidelityintranslation.Ontheonehand,fidelityrulesneedtobesubordinatedtocoherencerules,andontheotherhand,culturalcoherenceneedstobeensured.However,whenthereisabigdifferencebetweenthetranslationresultandthebrand'soriginalmeaning,howtobalancethedifferencebetweenthetwoisespeciallyimportant.Inthiscase,thetranslatorshouldtaketheauthor'sintentionasthestandard,graduallyrelyontheintendedpurpose,andtrytorealizetheinclusionofskopostheoryandfaithfulnessprinciple.thus,intheprocessoftranslation,thesetwobasictheoriescanbesaidtobeapplicabletoalltranslationpractices.2.2.4ThreeStagesinBrandNameTranslationTheappearanceofthereformandopening-uppolicyin1978gaveChina'seconomyafoundationforrapideconomicdevelopment.From1978to1989,Chinabegantoexportitsdomesticproducts.Atthesametime,thankstotheexistenceofShenzhenSpecialEconomicZone,manyforeignenterprisesalsofrequentlyprobedthepoliciesoftheChinesemarket.Inthiscase,duetothedemandofcommercialpurposes,somearticlesonbrandtranslationappearedduringthisperiod,butthenumberwassmallandthedegreeofpublicitywasnotenough.FromthesearchofHowNet,wecanseethatEnglishbrandsweresortedoutindifferentcategoriesasearlyas1987,andcommonproblemsintheprocessofbrandtranslationatthattimewerepointedout.Atthesametime,thecross-culturalmarketingofenterprisesshouldpayattentiontotheformationandshapingofbrandnames.Inthesameyear,FanYanboalsodidsomeresearchontheEnglishtranslationofChinesetrademarksandpointedoutthelimitationsintheprocessoftranslatingChinesetrademarksintoEnglishatthattime.Afterstudyingbrandtranslationin1988,ZhangShaoyibelievedthatanexcellentbrandtranslationshouldmeetthefollowingcriteria:meaningful,brief,novelandevocative.Onthisbasis,healsoproposedseveralprinciplesforChinesetranslationofEnglishbrandnames.Inthesameyear,GaotingjianalsosuggestedinhispaperthattranslatorsshouldunderstandtheculturalbackgroundofbothChinaandBritain,andtakethisasaprerequisiteforbrandnametranslation.Afterenteringthe1990s,changesintheinternationalsituationandthedeepeningofreformandopening-uphavepromptedChinatocarryoutlarge-scaleeconomicrestructuring.Duringthisperiod,manystate-ownedenterpriseshavesplitintoseveralprivateenterprises.Theincreaseinmarketparticipantshasledtomoreintensemarketcompetition.Inordertoensuretheeffectivenessofbrandpromotion,theresearchonbrandtranslationhasgraduallyincreasedduringthisperiod.Inaddition,withthedevelopmentofcomputertechnologyduringthisperiod,thetraditionalcross-bordertradehasgraduallyshiftedfromofflinetoonline.Underthisnarrowtrend,internationaltradehasalsoseenasubstantialincrease.Itcanbesaidthatthewhole1990switnessedtherapiddevelopmentofbrandtranslationresearchinChina.In1994,LuZhaochengbelievedthatbrandnametranslationwasneverasimpleproblem,butaprobleminvolvingmarketing,advertising,consumerpsychologyandcorporateculture.Hebelievesthatthecombinationoftransliterationandliteraltranslationistheidealprinciplefortrademarktranslation,becausesimpletransliterationorliteraltranslationoftencannotreflectthecharmoftrademarkinthesourcelanguage.WeiCaixiabelievesthatsuccessfulbrandnametranslationshouldincludethecharacteristicsoftheproduct,inaddition,itshouldbeeasytorememberandreadaswellascertainsymbolicsignificanceandothercharacteristics.Afterenteringthe21stcentury,China'sdevelopmentisinastateofinternalandexternalstability.Duringthisperiod,thedomesticeconomyhasdevelopedrapidly.Inaddition,China'saccessiontotheWTOin2001hasbroughtgreatconvenienceandimpetustoChina'sforeigntradebusiness.Aftermorethan10yearsofdevelopment,ChinahasofficiallyreplacedJapanastheworld'ssecondlargesteconomy.Underthisbackgroundofeconomicdevelopment,domesticenterprisesareambitioustoenterforeignmarkets.Someestablishedforeignenterprisesarealsoeyeingupthedomesticmarket.Duringthisperiod,theresearchonbrandnametranslationhasreachedabreakthroughrecord.Manycollegesanduniversitiesevensystematicallyteachtranslationasanindependentdiscipline.Manyscholarshaveconductedresearchfromauniqueperspective.LiuHonghongtalkedaboutseveralkeyissuesintheChinesetranslationofEnglishtrademarks,includinghowtoachievefaithfulnessandeleganceinatranslationandhowtodealwithChinesewordswithunpleasantmeaningsinEnglish.LiJunfangandLiYanlinwanttostudythetranslationofbrandnamesfromtheaspectsofethics,cultureandpsychology.LiXuQingandBaoYingjingbelievethattrademarktranslationisaverypracticaldiscipline,anditspurposeistosolveproblemsthatcannotbesolvedbytraditionaltrademarktranslationmethods,andtoinnovateonthisbasis.Afteralotofpractice,Chinesescholarshavesummedupthethreemostcommonbrandtranslationmethods:literaltranslation,meaningtranslationandtransliteration3.FactorstobeConsideredintheBrandNameTranslationofFoodsandDrinks3.1ConsumerPsychologyConsumerpsychologywasbornin1903andfirstappearedinWalterDillScott'sbook"AdvertisingPsychologyinTheoryandPractice".Theunderstandingofconsumerpsychologycanbedividedintonarrowsenseandbroadsense.Narrowsenseconsumerpsychologyreferstothepsychologicalchangesofconsumersinconsumeractivities,whilebroadsenseconsumerpsychologyexistsintheformofasubjectresearchcontent,mainlystudyingconsumerpsychologicalactivities.However,consumerpsychologymaybeaffectedbymanyfactorsduetothespecificenvironmentinwhichtheylive.Economicbackground,subjectivejudgmentofcommoditiesandadvertisingmarketingwillallbecomeimportantfactorsthataffectconsumerbehavior.Generallyspeaking,consumers'motivationintheprocessofconsumingbehaviormainlyincludesthefollowing:thefunction,noveltyandreputationofcommodities.Agoodbrandnameorlogowillmakeconsumersfeelsurprisedatfirstsightandconsumelater.Therefore,thetranslationoffoodandbeveragebrandsshouldberegardedasastrategicdevelopmentstepratherthanasimplemarketingact.Forfoodandbeveragebrands,thefirstthingtodoistoshowtheircharacteristicsintermsoftheirnames.Forexample,"delicious"and"airy"arethebestbrandsinbrandtranslation.Theformercanvividlypublicizethetasteoftheirbiscuits,whilethelatterdirectlydescribesthearomaofmilkteafloatingwithbrandnames.Inaddition,manybrandsusesuggestivemethodstopublicize.Forexample,"Qili"beveragecanwellsuggestthatconsumerswillbefullofstrengthafterdrinkingthebeverage.Itcanbesaidthattheoriginalintentionofdeterminingthesebrandnamesisdeterminedthroughtheinvestigationofconsumers'psychology.Itisalsoaninvisiblemarketingmethodaimingatconsumers'psychologyunderthemarketbehavior.3.2CulturalFactorsIntheprocessofbrandtranslation,languagehasalwaysbeenacarrierthatneedstobecloselylinkedwithculture.Thetwoareintertwinedtoexpresstheconnotationofbrandname.Withoutlanguageorculturalsignificance,theseparationofthetwowillundoubtedlycausethelanguageitselftoloseitsoriginalculturalconnotation.Asaresult,brandpublicitywillsufferaWaterloo.Therefore,beforethebrandnametranslationevent,weshouldnotonlyconsiderthehugedifferencesinlanguagehabitsandgrammarbetweenChineseandEnglish,butalsoconsidertheculturaldifferencesexpressedbythetwo.Customsandtraditionsareabranchofcultureandreflectthespecificcharacteristicsofaplace.IntheChinesemarket,duetotheintegrationofmanynationalities,traditionalcustomsaredifferentindifferentregionsandhaveobviousgeographicalcharacteristics,whicharenotavailableinothercountriesintheworld.Forexample,abeveragebrandinourcountry,"女兒紅",literaltranslationortransliterationwillloseculturalmeaningwithoutconsideringculturaldifferences.Atthistime,itisnecessarytoconsidertheallusionsbehindthebrandandrespectthefolkculturecontainedinthebrand.Inaddition,manyforeignbrandsalsoneedculturalconsiderations.Inwesterncountries,theoriginofmanybrandsisrelatedtomythsandlegends,andeachculturehasitsownuniquecharacteristics.Traditionalcustomsandfolkstoriesbringgreatchallengestobrandtranslators.Atthesametime,successfultranslationisundoubtedlyanexcellentcross-culturalmarketinganddissemination.Fromthisperspective,culturalfactorscannotbeignoredintheprocessofbrandtranslationoffoodandbeverage.3.3AestheticFactorsInthepreviousstatement,wecanseethatbrandnameisnotonlyapositionforcommercialpublicity,butalsoacarrieroftraditionalculturebehindit.Ontheotherhand,fromtheperspectiveofconsumers,brandnamesalsohavecertainaestheticfunctions,whicharesubordinatetocommercialpublicityandexpression.Similarly,inordertosatisfyconsumers'psychology,thethreefactorsofformalbeauty,soundbeautyandmeaningbeautyshouldbetakenintoaccounttothegreatestextentinbrandtranslation.Amongthem,formalbeautyreferstothefirsttimetoseeorhear,sothatconsumersdonothavestrangeantipathy,leavingapreliminarygoodimpressiononconsumers.Amongmanytranslationbehaviorsinthemarket,symmetricalbeautyisarelativelycommonformoftranslation.ThroughrepeatedexpressionsofEnglishorChinesebytes,itbringsconcisenamesandcanalsoattractconsumers'attention.Atthispoint,thefoodbrand"奧利奧"canbesaidtobeanextremelyexcellentbrand,whichhasreachedaperfectbalanceintheformof"ABA"translation,thusshowingtheconsumersapreliminaryformalbeauty.Inaddition,brandssuchas"親親"and"恰恰"conveyformalbeautyinthesameway.Intermsofsoundbeauty,brandsneedtodotheirbesttoprovideconsumers'earswithamorebeautifulhearingexperiencewhentranslating.IntheChinesepronunciationsystem,Chinesecharactersaredividedintofoursyllables.Differenttonecombinationscanbringdifferentlastingappealandmakebrandshavedifferentattraction.Intheuseofthismethod,"口水娃"and"喜之郎"arebrandnameswithrelativelysuccessfulnames.bothofthemendwithstrongvowels,whichmakesthebrandfullofvitalityandmoreattractivetoconsumers.Fromtheperspectiveofinternationalbrands,"CocaCola"isalsoabrandthatismoresuccessfulinpronunciation.Particlesbetweenbytesareorderedtobeabletocreateagoodsenseofmusicandartisticpleasure,thusbringingconsumersanaestheticsenseofhearing.Inshort,thebeautyoffoodandbeveragebrandsliesmainlyinassociation.Itiscloselyrelatedtosoundandformalbeauty.Thetwocontributetotheaestheticsenseofhearingtoagreatextent,becausewords,charactersandsoundstogetherhelpconsumerstoestablishsomekindofconnection.AccessMakesConsumersProduceSpontaneousPsychologicalAssociation.Finally,thecreationofartisticconceptionbeautyisakindofhigh-levelsubjectiveassociationcreatedbythebrandforconsumers,whichmakesconsumersspontaneouslyassociatewiththeirownlifeexperienceswhentheyseethebrandname.Sincethen,thebrandisnaturallyrootedintheheartsofconsumers.Formanufacturers,thiswayofbrandnamecreationisundoubtedlymoredifficultandthemarketingefficiencyisextremelyhigh.Fromtheaboveanalysis,itcanbeseenthatthethreewaysofbrandbuildingarenotencouraging.Thethreewayspermeateandtransformeachother.Thebeautyofformandsoundisreallyhelpfultorealizethebeautyofsenses.Ontheotherhand,thebeautygeneratedbyartisticconceptioncanalsoreactontheshapingofbrandinformandsound.Inthiscase,formalbeauty,soundbeautyandsensorybeautyarerealizedatthesametime.Thethreetypesof"beauty"helptorealizeconsumers'aestheticpursuit,whichmeansthattranslatorsmustpayattentiontoaestheticfactorsinbrandtranslationprocess.

4.FunctionalistApproachestoBrandNameTranslationofFoodsandDrinks4.1TransliterationAccordingtoLongman'scontemporaryEnglishdictionary,transliterationreferstogivingatranslationthatisverysimilartothebrandnameinthesourcelanguage.Thismethodusuallymakesthebrandnameinthetargetlanguageexoticandleavestheoriginalsoundintact.Examplesareasfollows:(SeeTable4-1)Table4-1FromTable4-1,wecanseethatmanybrandnamescomposedofproprietarynamesaretranslatedbytransliteration.Inthetranslationprocessofmanybrands,asoneofpropernouns,placenamesoftenappearinbrandnames.Thisisoftenduetothecloseconnectionbetweentheregionandrawmaterialsorspecialproducts.Whenconsumershearsimilarbrandnames,theywillnaturallyconnectwiththeuniquecharacteristicsoftheregion.ThisconceptexplainstheEnglishtranslationstrategyof"Maotai".Inadditiontoplacenames,manynamesoftenappearinbrandtrademarks.Theuseofpersonalnamesinbrandnamesisoftentoshowthebrand'slonghistoryorpersonality,whichisagoodwaytoshapeconsumers'loyaltytothebrand.ComparedwithChinesebrandnames,Britain,thebirthplaceoftheindustrialrevolution,ismorelikelytoadoptpersonalnames.Ontheonehand,itmaybeduetothetraditionalwayoflifeinwesterncountries,ontheotherhand,itmayalsobeduetotheexistenceofcertainhistoricaldetailsintheseregions.Fromthemarketpointofview,manyBritishbrands,suchas"Wyeth"and"Mars",aretranslatedintheusualwayinChinese,ofwhich"surname"referstotheChinesesurnamefromwhichthebrandnameoriginates.WiththehelpofthisdirectEnglishtranslationofnames,brandcommunicationcanbecarriedoutwellacrosslanguages.Fromthispointofview,intheprocessoftranslation,thetranslatorneedstousethoseChinesecharacterswithrichconnotationsthatmeetthepsychologicalandaestheticneedsofconsumersbasedonthechoiceofChinesecharacters.Similarly,whenChinesebrandnamesarepresentedinEnglish,wordswiththesameorsimilarpronunciationornewlycreatedEnglishwordsshouldbeused.4.2LiteralTranslationLiteraltranslationisakindofcross-languagetranslationaccordingtotheoriginalmeaningofeachword.Thismethodcanwellconveytheoriginalinformationandemotioninthebrandnameandensureabundantmeaning.Thefollowingtableshowssometypicalbrandnamesandtheirliteraltranslations.Table4-2Whenusingliteraltranslation,thetranslatorshouldensurethatthetrademarknamesinthesourcelanguageandculturearethesameasorsimilartothoseinthetargetlanguageandculture.Languageisapartofculture,andthenameofthebranditselfreflectsthespecificculturalconnotationtoacertainextent.Inaddition,duetogeographicalorhistoricaldifferences,theremaybecertaindifferencesbetweencultureandcultureforthesameitems.TakeMalaysia'swhitecoffeebrand"OldTown"asanexample.AlderTownislocatedinthecapitalofPerakState,Malaysia.Asavibrantcommercialstreet,cafesgatherhere.Almosteverycafehasitsownuniqueflavorformula.AlderTownisaplacefullofcoffeearomatooutsiders.WhenAlderTownbecameatrademark,itseemedtoannouncethatitscoffeequalitywasexcellent.However,inChineseculture,althoughthistranslationcanreflectthesourceculture,itcannotbewellcompatiblewiththetargetculture.Naturally,itwillnotbepopularinthemarket.Atthesametime,fortranslators,theyneedtohaveacomprehensiveunderstandingofChineseandwesternculturesandmaketranslationdecisionsintranslationpracticeaccordingtotheculturalbackgroundofthetargetconsumers.FromtheperspectiveofbrandsthathaveenteredtheChinesemarketsuccessfully,Nestleisanextremelysuccessfulmodel.InEnglish,"Nestle"referstoabrandthatputsitsbodyonotherpeopleorsoftthingssoastoenteracomfortableandwarmdreamland.Forconsumers,thisbrandcanbringcomfort,warmthandreliableassociationtoconsumers.IntheChinesetranslation,theword"雀巢"withhighlysimilarmeaningisselected.InChineseculture,"巢"isthesamem