The Translated Term And Culture the translation of the exported commodities The translation of trademark is a very complicated work. The exported commodities are the windows to show the national culture to the other countries. In the five thousand years’ long history, China has kept up its fine tradition, and also it has bequeathed much culture tradition. So when we do the translation of the Chinese trademark, two things we must pay special attention. 1.1.1 Keeping national feature First, we must consider the specialties and try to keep their own national color.
For example, many names of commodities in our country are connected with some mountains, rivers and interests. If we keep these images in the translated term of another language, it will give us great benefits to propaganda the products. For example, some traditional things in China are well-known to the English readers even to the world, such as “kungfu” and Great Wall. When we translate them, we have no need to do any transformation. To the English readers, these kinds of translated names are not only easy to accept, but also have the exoticism. Another example, “??” is also used as a trademark.
Why we don’t simply translate “??” into “Jade Rabbit” and give it an English name “Moon Rabbit”. Originally in Chinese fairy tales,”??” is the rabbit which accompanied with Mr Wugang living under the sweet-scented osmanthus in the moon. Therefore, “??” is the pronoun of moon. Here, translating it into “moon rabbit” is just embodies the elegant demeanour of our ancient culture. 1.2 Different likes to different things 1.2.1 Different lucky animals According to the Chinese tradition, many trademarks are named with the name of fowl, animal and plants. However, to the same animal or plant, different nation has different likes and dislikes.
If we are not familiar with the customs in different countries, what we done may become nothing. For example, British people don’t like elephant. They like bear instead. Italian and spainese are fond of rose. They don’t have good feeling of chrysanthemum .Lotus, fox and badger are taboo to the Japanese people. They like cherry, tortotise and duck. Russian think that yellow rose means not lucky and it break off relations.
However, French people and Belgium regard walnut, peacock and chrysanthemum as unlucky things. The design of dog are taboo in some north affrica countries. Pig and dog are also not welcomed in Islamic countries. In Chinese, “??” has the meaning of “reporting the coming of spring and happy”. In English “magpie”(??) gives us the association of jaw and prolixity.
In English “ram” not only has the meaning of “??” but also has the meaning of collision. So the bicycle named with “ram” unavoidably will give people the feeling of go on rampage. Almost for the same reason, in Chinese, “??”represents “lucky and beauty”, in English, phoenix meanings rebirth. It gives them the feeling of waking up from death. “WHITE ELEPHANT” translated from “??”, is regarded as rubbish in western country.
Another example, “dragon” is always the symbol of riches ,honors,power,authority and luck in the several thousands years’ history in China. It is one of the most respectable animals to all the Chinese. There are many Chinese idioms and stories are about dragon. All the things linked with dragon are good and righteous. However,in western countries, most countries look dragon as the embodiment of evil and disaster. Let’s have a suppose, if we Chinese people don’t know the culture difference between us and western countries, and we use “WHITE ELEPHANT” or “DRAGON” as the brands of some of our products which will be exported to foreign countries.
What kind of effects we will get? I think we all know it. That is also a shame to our Chinese. 1.2.2 Different lucky colors To colours, different places also have different interests. For example, blue is taboo to Belgium. They think blue is not a lucky color.
Japanese don’t like green which Indians like it very much. Turkey people don’t like the combination of different colors. 1.2.3 Different lucky words Also different countries have different fancies to different words. According to the investigation, Japanese like the Chinese words “?” “?” “?” “?” “?”, and so on. Chinese like woeds “?” “?” “?” “?” and so on.
According to Irving Wallace, an American writer, the most beautiful English words are chime(??), golden(???), lullaby(???), melody(??),murmuring(?? 😉 1.3 Some translated term may have some unexpected meaning in another languge 1.3.1 Different meaning in different language In some distance, the brand directly influences the prospect of the commodities. So the producer try hard to give it the lucky and beautiful words., However, different countries have different folk custom. They have different criterion to the beauty and luck. Some words are really beautiful in Chinese. They will have different effects and meanings once they are translated into English directly.
In order to avoid these kinds of misunderstanding, before our products enter the international market, we have to know the different culture in different countries. In another word, we must know the taste of beauty of the people in the foreign land. Otherwise, we will make mistake in the process of translation. One lipstick in China named “??”in Chinese ,this name is really very beautiful when we see these two words “??”. It is the beautiful association rised from the heart.
It seems that we not only meet a pretty girl, but also smell the flavor from her. However, when this trademark translated to English in transliteration like “fangfang”, it will give the English readers a kind of horrible feeling. Because “fang” is also a English word, the word meaning is (!) along,sharp-tooth of a dog; (2) a snake, a poison-tooth. So what “fangfang” give them is not the image of a pretty girl. On the contrary, it give the English natives the image of a horrible dog or a poisonous snake.
1.3.2 Respect national psychology Try to respect the national psychology of the corresponding countries. For example, most western people prefer to gettting a slim stature. So if the tradeamark has any hints that the consumer are too fat, surely the user will not buy them just for the sake of peacockery. And these kind of product obviously will not get good market. “??” produced in West Lake in Hangzhou is a famous nutrious food. All the Chinese offsprings know that it had been used as tribute to the emperor.
But seldom foreigners know it. When this food is exported to foreign countries with the translated name “lotus root starch”, still many people don’t want to buy. This translated term is gotten from the authoritative Chinese to English dictionary. Why? The reason is that many western are afraid of getting fat. At the same time, it is easy to get fat when people eat too much “starch”.
So in order to ingratiate the psychology of the consumer, later ,the translator changed “starch” into “powder” or “pudding”. And the buyers obviously added. Almost the same example, “?????” is the major product in the famous Chinese traditional medicine factory in Hangzhou. First, its translated term is “obesity-reducing tablets”. Still the American people don’t like this name. They think that it’s the specialized medicine to the obese people. So many fatsos don’t want to buy it for the sake of shame.
In fact, this medicine can not only cure the adiposity, but also can make people lose weight. So as to satisfy the comsumer, changing the name into “sliming pills” gain great success. 1.4 Avoiding political metaphor some translated term are the same meaning to the original meaning in Chinese. However, some of them still be can’t be used as a trademark to the foreign consumers. That is because the some translated term will cause misunderstanding or political metaphor.
For example,”??”,a brand of a kind of plimsolls, onced has been translated to “ROC”. “??” is a fairy bird in Chinese mythology. In British, it also has the same meaning. However, in coincidence, “ROC”is rightly the abbreviation of the Republic of China. So it is not suitable to be used as a brand of plimsolls We have known that it is a failure to translate “??” into “WHITE ELEPHANT”. However , it is a success to translate “??” into “WHITE BEAR”.
On the basis of the Chinese-English dictionary printed by Beijing foreign language colleage, the first translated term of “??” is “polar bear”. White bear is just the second term. That is because “polar bear” is more former than “white bear. Whereas in recent year, with the development of the international political situation, “polar bear” has some other meaning that are linking with a kind of political power. Therefore, as a trademark ,it is better not have any involvement to do with political event and title.
For the sake of this situation, “white bear” is more suitable to choose as the trademark of “??” than “polar bear”. II the translation of the imported commodities Now our country is open to the world, and the trade exchange is becoming more and more frequent. So many feoreign products have come into our Chinese market. Why some commodities have good market and bright future, and some others are not so optimistical. I think the quality of the translation of the trademark is a very important factor.In the next part, I will take “????” as example, and analyse why some translated trademarks are successful and some are unseccessful.
2.1. A perfec …