文化差異中的商標(biāo)翻譯

1、文化差異中的商標(biāo)翻譯【abstrat】abrandisshnbyanae,ard,asign,asybl,adesignrabinatinfthe.itisintendedtidentifytheprdutsrserviesfnesellerrgrupfsellersandtdifferentiatethefrthsefpetitrs.brand-naingitselfrepresentsastrategiallyiprtantissueandaydeterinethesuessrfailurefaprdut.agdbrandnaeanalssaveillinsfdllarsvertheprd

2、utslifebeauseitarriesitsneaning,desribestheprdutsadvantages,anddifferentiatestheprdutsignifiantlyfritspetitrs.byreadingthebrandnaes,itiseasyttelltheprdutsfrnetthetherandtkntheharatersfprduts.frthegdbrandhasthefuntinsfdistinguishing,prvidinginfratinfprdutsandbeingsyblfredit,thegdbrandhasagdadvertisee

3、ntfrtheprdutandhelpttakeinalargerarket.iththeglbalizatinfrldeny,espeiallyithhinasentryinttherldtraderganizatin,reandrepepleinhinahaverealizedtheiprtanefgdbrandnaesandinternatinalbrandnaesinprtingsalesandultivatingarkets.itistherefrentnlyneessarybutalsurgenttstudynbrandnaesandthebrandtranslatinupgrad

4、etanelevel.theainbstalefbrandtranslatinisthedifferentultures.theulturaldifferenesarerepresentedbythefrsflanguage.duetthefatthatbrandsareainlydesribedbylanguage,therearesediffiultiesinthebrandtranslatin.then,inthispaper,apartfrsegeneralknledgeabutbrands,theulturaldifferenesbeteenenglishandhinesebrand

5、sareshnandseistranslatinsaregiven.hatisre,inrdertavidtheulturalnflitsintranslatin,senskills(inludingtransliteratin,seantitranslatinandtrans-seantitranslatin)andsereativeskills(effetivenesstranslatin,haratertranslatin,apprxiatintranslatinandeleganetranslatin)areprvided.andattheendfthepaper,segeneralp

6、riniplesfbrandtranslatinaregivenfragdbrandtranslatin.【keyrds】brands;ulturedifferenes;translatin;skills【摘要】商標(biāo)是商品和商業(yè)效勞的標(biāo)記它是指商品消費(fèi)者、經(jīng)營者、效勞提供者為了使自己消費(fèi)、銷售的商品或提供的效勞,在市場(chǎng)上與其他商品或效勞相區(qū)別而使用的一種標(biāo)記。這種標(biāo)記一般用文字、圖形或用文字和圖形的組合表示,并置于商品或商品包裝上、效勞場(chǎng)所或效勞說明書上.商標(biāo)名稱的好壞具有戰(zhàn)略性的重要作用，甚至?xí)Q定產(chǎn)品的存亡。一個(gè)好的品牌名稱在產(chǎn)品的營銷過程中可以節(jié)省大量資金，同時(shí)為企業(yè)贏得更多的利潤,因?yàn)?/p>

7、它能表達(dá)特定的含意或者展現(xiàn)產(chǎn)品的特色，使產(chǎn)品區(qū)別于競(jìng)爭(zhēng)對(duì)手.商標(biāo)不同于其他標(biāo)志,它與商品和商業(yè)效勞嚴(yán)密相聯(lián),是用在商品消費(fèi)經(jīng)營和商業(yè)效勞領(lǐng)域內(nèi)的特定標(biāo)記。通過商標(biāo)可以區(qū)別不同商品消費(fèi)者、經(jīng)營者或商業(yè)效勞提供者的商品或效勞.可以理解產(chǎn)品或效勞的性質(zhì)和特點(diǎn).好的商標(biāo)是具有信譽(yù)度的,具有為商品做廣告宣傳的作用,正因?yàn)槿绱?好的商標(biāo)又可以刺激消費(fèi),進(jìn)步商品的市場(chǎng)占有率.伴隨著經(jīng)濟(jì)的全球化和中國參加世貿(mào)組織，人們?cè)絹碓蕉嗟囊庾R(shí)到：在產(chǎn)品銷售過程中，好的商標(biāo)名稱以及國際化的商標(biāo)名稱發(fā)揮著重要作用。研究商標(biāo)名稱是一項(xiàng)必要而且緊迫的任務(wù).商標(biāo)的翻譯也提升到一個(gè)新的高度.商標(biāo)翻譯中最主要的障礙就是語言的不同,以

8、及由于不同的地區(qū),不同的語言,不同的背景所帶來的文化的差異.這種差異通過語言表如今商標(biāo)的翻譯與表述之上,使得商標(biāo)翻譯具有一定的難度.就此,本文在對(duì)商標(biāo)根本認(rèn)識(shí)的根底之上,重點(diǎn)說明了商標(biāo)翻譯中常出現(xiàn)的文化差異現(xiàn)象,及無視文化差異的商標(biāo)失譯例子.并就此,擬出一些防止文化沖突的商標(biāo)翻譯方法,包括最常用的音譯法,意譯法,音意兼譯法和一些個(gè)人的獨(dú)到的方法-效果翻譯法,性質(zhì)翻譯法,似等翻譯法及聯(lián)想求雅翻譯法.同時(shí),簡(jiǎn)要地歸納一些商標(biāo)翻譯中應(yīng)遵循的規(guī)那么.從而為得到更好地商標(biāo)翻譯而效勞.【關(guān)鍵詞】商標(biāo)；文化差異；翻譯；技巧1.intrdutin:thesignifianefbrands1.1definiti

9、nfbrandsabrandisshnbyanae,ard,asign,asybl,herrds,thebrandistreatedasthesyblftheatualprdut.itisasynthesisfalltheseeleents:physial,aestheti,ratinalandetinalandultural,hihisapereptin

10、reatedintheindfnsuershasribebeliefsandvaluesttheprdut.brandsareprintednthesurfaesftheprduts,pakagesanddiretins,andhangedinpubliplaes.brandshavethefllingthreeharaters:firstfall,brandisaarkhihislselynernedithaertainprdutrservie.brand,beingdifferentfrarts,isusedasaspeialarkinthefieldfthesupplyingandper

11、atingfprdutsrservies,.send,brandhastheharaterfdistinguishingneprdutrserviefrantherandisdifferentfrasignhihshsthequantityandqualityftheprdutrservie.third,brandhasapartiularfeature:itiseasytbereadrunderstdbyreadingtherd,sign,sybl,designrthebinatinfthe.1p1161.2funtinsfbrands2p59asthedevelpentfeny,brand

12、aybeakindfenisyblrethanaarkftheprdutrservie.bandplaysaniprtantrleinthetrading,anditssignifianeisrealizedbyanypanies.brandshavefivefuntinsasflls:1.2.1distinguishablebeingdities,differentprdutsrserviesfthesaeharaterhavedifferentquantities，qualitiesandservies.brandsarelikethefaesftheprduts.itisntdiffiu

13、lttseethatdifferentbrandshavethesaefuntintdistinguishnekindfprdutsrserviesfrantherkind,justasthefuntinfpersnsnaes.hever,brandsanduhbetterthanpersnsnaesand.beausebrandsarethesignaturesfprdutsrserviesandnnefthearerepeated.thatistsay,henthensuersreadabrandinastrerapubliplae,theyaneasilyandquiklyjudgeha

14、tkindfprdutrserviethebrandisrelatedt.andbrandshelpthensuerstbeaarefthedifferenesbeteenaertainprdutandtherprdutsraservieandtherserviesfthesaekindandreeberthe.generallyspeaking,nsuersuldseldrneverakeaistakethsetheprdutrserviehattheyantbyreadingthebrands,justastheyneverakeaistaketallutsebdybyallingthep

15、ersnsnae.1.2.2infrativefuntinsinebrandsarethearksfprdutsrservies,herrds,brandsanrefletthetraitsfprdutsrservies.stbrands,natterpitrialrrdbrands,prvideinfratinnerningprdutsrservies,suhastheplaefprdutin,theaterialusedfrtheprdut,thefuntinftheprduts,thenaeftheprdueret.frexap

16、le,“a-laisbasedntheprdutsriginalnstituentsextratedfr“l(fā)aleavesandfrthe“l(fā)anut.“康泰克eansrestringthehealthfthepatient.“rlls-ryeindiatesthefundersfthisarpany,“harlesrllsand“henryrye.1.2.3syblfreditbrandhasaredit.aseallkn,hennsuersfirstbuyaprdutrenjyaservie,theyusuallyakeareditarhiveintheirindsfriteitherns

17、iuslyrunnsiusly.sinebrandsstandfrthenaesfprdutsrservies,hihandistinguishprdutsrserviesfrnekindtanther,nsuersareeasiertreeberthebrandsthantreebertheprduts.thennsuersalaystransferthereditfprdutsrserviesttheirnaesbrands.therefrebrandsatuallygetthereditshiharennetediththequantityandqualityfprdutsrservie

18、s.1.2.4stiulatingnsuptinvariusiagesandnaesasellasvariusrelatedfatrs,suhasthestyleandthelrfalligraphynthepakageadptedbybrandshaveasuhstiulatinginfluenennsuerspurhasingdesireasthesialstatus,ulturalbakgrund,deflifeandlivingenvirnentfthensuersdttheusters.brandsdesignerstrytakethesebrandsassartaspssiblea

19、ndasuniqueaspssible.generallyspeaking,brandshavetheativeinfluenenthestiulatinfthensuptin.ardingttheinvestigatin,stnsuershsetheditiesardingtthebrandstheyarefailiarith.hildrenhsetheditiesardingtthelrfuldesignsnthepakage.pakagesithgaily-lredartnfiguresaresteledbytheyungnsuers.ststuebrandshaverantinntat

20、injustbeausethedesignershaveasteredyungladiesranti-pursuingpsyhlgy.frexaple,“auraurthebrandfakindfperfue.“ilflay“thebrandfaertainativehydratingltin.theartilesnaedafterthenaesffauspersnsanalsstiulatethensuptinbeausensuersrshiptheandhavethepsyhlgyfiitatingthe.frexaple,sprtsear,“l(fā)i-ning,iseledbysprtsfa

21、ns.1.2.5prvidingprtetinbylathebrandistheexhaustlesstreasurefanenterprise,espeiallythsefausbrands.itanntbedeniedthatsedealersrbusinessesusethebrandsfthersunlafully.underthisirustane,theregisteredbrandsanbtainprtetinbylafrtheprdutsrserviesandalsfrtheprduerrtheprviderningthisbrand.2.ulturaldifferenesth

22、eeasternersandtheesternliveinindifferentpartsftheearth.thatakestheunavidablethavethedifferentaterialnditins,thinkingpatternsandatins.therefre,thehineseandtheesternershavedifferentultures,aysflife,traditinalhabits,histrialstriesandplitialandenialsystesandsn.frlanguageisatltdesribeallfthese,hineseande

23、nglishspeakershavedifferenesinaysfexpressinandlinguistiultures.thesaeistrueiththehinesebrandsandenglishnes,then,itisneessarytpayattentinttheulturaldifferenes.therise,anyflishnessesandunneessarytrublesayeasduepunishents.thefllingareseainexaplesfulturenflitsinbrandtranslatins.2.1differenesinliteralean

24、ingquiteften,eayfindthatsehineserdsithbestishesarebeyndtheprehensinftheenglishpeple,rhavejusttheppsiteeaninginenglish,andvieversa.frexaple,nekindfexprtinglipstikhihisadeinhina,isnaed“芳芳“fangfang.inhina,thisisagdnaehihgivespepleanieipressin.therd“芳,areusuallyusedtdesribetheflershiharebeautifulandhari

25、ng,andthegirlshareprettyandelegant.hinesehaveanytherphrasesntainingtherd“芳,suhas“芳容gd-lking,“芳芳(beauty,fragrant),“芳香(gd-sell)andsn.henitistranslatedintenglishjustardingtthehinesepinyin,itis“fangfang.hever,insteadfprettyandbeautifulipressin,afeelingfhrrrraisesupintheenglishreadersinds.beauseitisainid

26、enethatthepinyin“fangjustisanenglishrd“fang,hseenglisheaningareasfll:lngsharptth,espfdgsandlves,長(zhǎng)而尖的牙尤其指狗和狼的snakestthithitinjetspisn(蛇的毒牙).3p524then,itiseasytiagethathentheenglishspeakersreadthisrd,adgrlfiththelngsharpteeth,rasnakeayeutinsteadfaprettygirlhjustusesthislipstik.4p80andnereexaple.“藍(lán)天“l(fā)a

27、ngtianisabrandfnekindftthpasteadeinhina.itisveryppularinhinaandinthesutheastfasia.butitfailsinaeriaarket.hy?thetranslatinisthekeyfallreasns.thebrand“藍(lán)天istranslatedint“blueskyand“blueheaven.inhinese,theblueskyandthehiteludsarethesyblsfhappinessandelegane.butinenglishblueskyisardhseeaningare:useless,i

28、thlessvalue,nsteadyandaninvalidnegtiableseurities.suppsingthatyuareansuer,anyubuythis“uselessdity?besides,antherrd“blueheavenisanaefnekindfnartis,ithablueapsule,andhasexistedintheesternuntriesfralngtiebefretheingf“藍(lán)天.then,hentheesternersreadthenaefblueheaven,theystlytakeitasthenartis.s,dtheydaretbuy

29、it?5p952.2differenesinnntatindifferentlandsandulturesbeteeneastandestakespeplehavedifferentthinkingpatterns.frinstane,nekindfperfuedsapfrbathisnaed“蜜蜂(“ifeng)inhinese.aybetheprduerantsttellthensuersthatsapisperfuedandnsistsfanyspies,hiharegtteniththebeeshelpflletingthefrillinsfflers.butthisipliatini

30、sbeyndtheunderstandingftheenglishpeple.englishspeakersdntlikethisnae,beausetheythinkthatnthebdyfthebeethereareanyinvisiblefinehairsandthatayakethefeelunfrtable.sfeareillingtbuythissap.and“蝙蝠(“bianfupinyin)isasyblflukandhappiness.itisppulariththehinesepeple,fr“蝠(“fu)and“福(happiness)arehnyyinhinese.“蝙

31、蝠isagdbrandfrtheprdutsuhasglasses.hever,thingsaredifferentinenglish.thenhatuldenglishspeakersthink?theythinkthatthe“batisablinduglyandfiereanialhihfliesnlyatnight,heest,batstandsfrdeath,andifabatesintyurhusebyaident,thataybeanillenfryu.andtheenglishpepleusuallypar

32、eanldbattanldblindanduglyan.therefre,hantheesternpepleearthe“batglassesiththisthught?6p96hereisnereexaple.thehinesepepletaketheagpieasalukybirdhihbringspeplegdnes,asasayingges:ifthereisaagpiestandinginthetipandsinging,agdnesille.inhina,every7thjulyinthelunaralendar,hentheherd-byandtheeaving-girlares

33、uppsedteet,theagpiesuldgatherasabridgethelpthe.furse,inhinese,“喜鵲(agpie)isagdnaefrtheradiandaustiinstallatins.hever,intheesternuntries,pepledntthinks.theythinkthataagpieisabirdhihishistlingdayandnight,akingnisesandbringingthejunksintthenestle.andthenaagpieisusuallyparedtapersnhtreasuresthseuselessth

34、ingsiththeleastintentintthrtheaayandapersnhhattersithutstpping.seen,hillbeillingtbringtheniseakerinthuseinsteadfavidingthe?7p952.3differenesinusagesserds,hihriginatedinhinese，arefrequentlyspkenandrittenbytheenglishpeple,hever,theyareseldusedintheirliteraleaning.then,eshuldalsbearefulabuttheinabrandt

35、ranslatin,relse,ituldleadtajke.frinstane,nekindfexprtingbatteryisnaed“白象“baixiang.itistranslatedintenglishdiretlyas“hiteelephant.itaybeanexatlyrighttranslatin.but,inenglish,“ahiteelephantisausage,eaningaburdensepssessin(沉重的負(fù)擔(dān))anduselessthings.(無用而負(fù)擔(dān)的東西).see,hillbesflishtspendtheneynaburdensepssessin

36、rauselessrubbish?8p80nereexapletillustratethispint.“白翎(“bailig),nekindfpenadeinshanghaihina,istranslatedintenglishas“hitefeatherdiretly.asaresult,itfailsttakeinthearketversea.hatisthereasn？inenglish,thereisanidi“tshthehitefeatherhseeaningisthatdesertingntheevefabattle.thatistsay,ahitefeatherhasthenn

37、tatin“aard.assuingthathenseneseesapeninyursuitpketrinyurhand,hatuldtheythinkfyu?hatuldyufeelhenyurealizethattheythinkyuareaard?9p563.skillsttranslatebrandsintheperspetivefrss-ulturaluniatin.nthattherearesedifferenesbeteenhineseandenglish,eshuldpayattentinttheandntietheulturenflitsbeteenthesetlanguag

38、es.eshuldbeulture-nsiusandtrytredueravidakingistakesinrss-ulturaluniatin.thefllingdisussesseskillsftranslatingbrandsinarss-ulturaluniatinperspetive.3.1nskillshenitestbrandtranslatin,thenskillsaretransliteratin,seantitranslatinandtrans-seantitranslatin.3.1.1transliteratintransliteratinistheaybyhihthe

39、brandistranslatedardingttheprnuniatinfthesurelanguage.thetranslatrspikuprdsinthetargetlanguageiththesaeprnuniatinasthseinthesurelanguage.thepurpsefsuhanapprahistplyiththelinguistirulesandtnveythesurelanguageulture.anybrandsaretranslatedbythisay.thefirstandthestsuessfulexapleftransliteratinisanaerian

40、beveragea-la.thebrandnaefthiskindfblakbeverageisfredbytrds“a“and“l(fā)a“.“a“astranslatedint“古柯hihisaplantgringinsuthaeria,andlaastranslatedint古拉h(huán)ihisantherkindfplantgringinafria.n,itistranslatedint可口可樂,hihakesthensuersfeelseetandhappy.siilarexaplesare“pepsi-la(百事可樂)and“l(fā)atv(樂口福).therexaplesare:thefausja

41、paneseeletrniprdutbrand“nkia(諾基亞)，thelargestfastfdbrand“dnalds(麥當(dāng)勞)，andthesuitbrand“pierreardin(皮爾卡丹)andsn.3.1.2seantitranslatinseantitranslatinistheaybyhihthebrandistranslatedardingttheeaningfthesurelanguage.thepurpsefsuhanapprahisttransferthesurelanguagesaineaningandakethensuersfthetargetlanguageu

42、nderstanditreeasier.nubersfbrandsaretranslatedbythisay.frinstane,ahineseeletrniprdutbrand“熊貓isrenderedintenglish“panda;theppulararbrand“rninthinesenae“皇冠andthehinesebiylebrand“永久intenglishnae“freverandsn.3.1.3trans-seantitranslatintrans-seantitranslatin,biningithtransliteratinandseantitranslatin,isa

43、highskillhihrequestsafirbasisandprfuseiaginatin.takingtheprnuniatinandtheeaningfthesurelanguageintnsideratinatthesaetie,trans-seantiisatranslatinskillrefletingthetraitsfprduts.itisthebestskillhavingthebesteffetttranslatethebrandsfnprduts.frexaple,ashesbrand“arriristranslatedint“回力.ithasasiilarprnuni

44、atintenglishrd“arrirand,inhinese,alshasaeanfhavingalargepertdanything.10p50andnereexaple,thethreeharaters“芬格欣indiatenthing,butanghih,“芬and“欣illarusepersnsbenefiialassiatintfeelthatitillbringpeplebakthealthaftertakingthiskindfediine,.antherskin-prtetinreaing“tbadyistranslatedinthinese“丹芭碧hihhasnthing

45、tdiththeprpertyfdity,but“丹and“碧illgivepepleabeautifulenjyent,arusingtheirassiatinithskinandappearane.besides,therearesetherreativeskillsttranslatethebrands.infat,translatrshavererlesseplyedtheseskills.aprbleisthattheysetiesdntrealizeit.3.2effetivenesstranslatineffetivenesstranslatin,justasitsnaeshs,

46、isaaythatthebrandistranslatedbytheeffetivenesshihthensuersaygetrishtgetfrthisprdut.frexaple,nekindfshapisnaed“headshulder.justasitsadvertiseentsays,ithastheeffetfsthingthehair.byusingit,yuayhaveaheadfulfsilkyhairflyingintheair,blakandblight.thus,itistranslatedinthinese“海飛絲.“rejieisantherbrandfshap.f

47、rtherd“rejie,eanknitseaningishappy.ifitistranslatedbytheskillfseantitranslatin,theresultisntasgdas.translatingitinthinese“飄柔.byreadingthisnae,itiseasytknthatthedityisnekindfshap,hihhastheeffetivenessfakinghairsftandsth,hihnfrstthethinkingfhinesepepleabutthehairbeautifulandhealthyhairshuldbesftandsth

48、frever,.nereinstane.nekindfsap,itsenglishnaeis“safeguard.ardingttherd“safeguard,itisntdiffiulttknitisaleaner,hsedutyistkeeppeplelean.thatistsay,ifyuuseit,thereisnvirusithyu.hatsre,yuaygetabestfeelingfkeepingleanfrever.thus,inthisay,thereisnnaebetterthan“舒適佳.11p793.3haratertranslatinduetthefatthatbra

49、ndsarethesyblsfprdutsrserviesandreflettheharatersfprdutsrservies,peplejustpikuptherdshihandesribetheharatersfprdutsrserviesdiretlyinthetargetlanguagettranslatethebrands,“benzhasbeeninatpfralngtieinthefieldfarsithaspeialandsuperirqualityfast,hihishatallthedriversant.“奔馳isagdtranslatint“benz.henpepler

50、eadit,afastrunninghrseayeuptyu.sthenae“奔馳ayjusttellyu:“l(fā)k!thisisbenz!.12p79letsetantherbrand“nike.“nikeisabrandfraseriesfsprtsprduts,beingfausinaeriaandevenallvertherld.itisalsthenaefgddessfsuessinthegreekythlgy,syblizingsuess.hileetranslateitinthinesenae“耐克,itipliesthatthisseriesfsprtsprdutshasthet

51、raitfgdqualityandaredurable.ifyueartheyuightgettheblessfgddessfsuessanduldgetsuessinthefuture.3.4apprxiatintranslatinbeauseftheexistenefulturaldifferenesineastandest,thereisaphenennthatserdsinsurelanguagehavetheeffettgivetheinfratinfprduts,butinthetargetlanguage,theyhavent.theninrdertpassvertheinfra

52、tinfbrandsandprdutsbetter,epikuptherdshavingtheequalrapprxiateeffetinthetargetlanguageintranslatingbrands.thisisalledapprxiatintranslatin.“玉兔isafdbrandinshanghaihina.ifetranslateitintenglishdiretly,itaybe“jadeharer“jaderabbit.butinfat,etranslateitint“nrabbitr“nhare.beause“玉兔(“yutu)isarabbitinhinesef

53、lkstryhihlivesnthenasanangelrabbit.thatistherd“玉eans.thus“玉兔beesthesyblfrthen.henitistranslatedintenglishnae“nhare,therd“ngivestheipliedeaning,ratherthantherd“jade,hihisisleading:hatase,hanitbeeaten?13p119nereexaple,“estindhasdifferentulturalassiatinsbeteenhineseandenglish.bri

54、tishisauntyithislandsttheestfeurpe.itsestistheatlantiean,theeastisthenrthsea,andtheenglishhannelisbeteenitandeurpeanntinentinthesuth.hilehinaisauntryinthesutheastfasia.hentheestindisblingup,aarspringdayesinbritish.hever,inhina,itisafreezinginterday.thegreatenglishpetpbshelleyrtethepethedettheestind:

55、itsaarind,theestind,fullfbirdsriesineverheartheestindbuttearsinyeyesfritesfrtheestlands,theldbrnhillsinthispe,authrspeakshighlyftheestindandtakesitasthehpeandstrength.nevertheless,inhinese,estindisnsideredasthedrearyanddeslatesuhasthehinesepes:?憶秦娥?“咸陽古道音塵絕，音塵絕，西風(fēng)殘照，漢家陵闋。and?天凈沙秋思?“古道西風(fēng)瘦馬，夕陽西下，斷腸人在天

56、涯。thus,theenglishestindhasthesaeipliatinasthehineseeastind“東風(fēng)andtheenglisheastindissiilarthinese“西風(fēng).thatshyeshuldtranslatethearbrand“東風(fēng)intenglishestindratherthaneastind.14p1023.5eleganetranslatineleganetranslatinisatranslatinskillinhih,realizingthathuanbeingstendtpursuesethinggd,thetranslatrsinglesu

57、trdsithfinenntatinsinthetargetlanguagetnveytheessagefthesuretext,sthatitbringsgdassiatinstthetargetreadersandreateseleganteffet.nekindffealesetis,naedavnistranslatedinthinese雅芳.雅(ya)eanselegantand芳(fang)eansasbeautifulasafler.thenhenpeplereadtherds“雅芳，theyaygetanassiatinithanelegantandprettygirlsuha

58、neffetfhavinghiteandbeautifulshinishatthisprdutanbring.15p80antherlthesbrand“gldlin,isnttranslatedinthinesediretly金獅.beause,inhinese,獅(lin)hasthesiilarprnuniatint失lse.ifitistranslatesint“金獅，itbeesthehinese金失hiheanstlsetheney.then,nbdyuldaeptit.henitistranslatedinthinese金利來,iteanstheingfbthgdlukandne

59、y.furse,itisppular.16p2073.6translatingflexiblyinrdertgetthebesteffet,eayusetrreaysttranslatethebrand.thatakestranslatinreflexible.frtheexaplesabve,itisntdiffiulttntiethatsebrandtranslatinshaveusedtrreethds,suhas“奔馳usingtheskillsfseantitranslatinandharatertranslatin.nesin-aeriajintventureprduesnekin

60、dfarnaedtransit.henitistranslated,thedriversishestdrivesafelyandsthlyarensidered,andardingttheprnuniatinitistranslatedinthinese全順.thisusestheskillsftransliteratinandeleganttranslatin.4segeneralpriniplesinbrandtranslatiniththedevelpentfthefreigntrade,theiprtanefbrandshasbeenrealizedbyreandrepeple.bra