Abstract
As a symbol of a commodity or service, a trademark is one of the key factors conveying to customers the information such as its utility value, quality and reputation. In order to enter into the international market, it is necessary to render the trademark into English. In this case, cultural differences and influences must be taken into account. Based on G. N. Leech’s seven meanings of words, this paper firstly analyzes different connotations of several common animal names, colors and certain numbers in different cultures. And then it discusses their influences on trademark translation. Finally, some translation strategies are put forward, namely, conforming to the ideographic function of trademarks, attaching importance to target consumers’ mainstream culture, culture transfer, consumer psychology and the like.
Key words: cultural differences; trademark; translation strategies
Contents
Abstract
摘要
1. Introduction-1
2. Literature Review-2
3. Influences of Cultural Differences on Trademark Translation-3
3.1 Demonstrations of the Cultural Differences-3
3.1.1 Differences in Cognition of Certain Animals-4
3.1.2 Differences in Colors’ Connotative Meanings-4
3.1.3 Differences in Certain Numbers’ Connotation Meanings-5
3.2 Negative Effects of Cultural Differences on Trademark Translation-5
3.2.1 Leech’s Seven Meanings of Words-5
3.2.2 Negative Transfer of Meanings in Trademark Translation-6
3.3. Cultural Cognition of Trademark Translation-8
3.3.1 Comforming to the National Psychology-8
3.3.2 Comforming to Consumers’ Aesthetic Psychology-9
3.3.3 Respecting Religious Beliefs, National Traditions and Customs-9
3.3.4 Comforming to the Political and Economic Connotation-10
3.3.5 Reflecting the Corporate Culture-10
4. Pragmatic Strategies for Trademark translation-11
4.1 Conforming to Trademarks’ Ideographic Function-11
4.2 Focusing on Cultural Transfer-12
4.3 Catering to Consumer’s Psychology-12
4.4 Pursuing the New Business Idea-13
5. Conclusion-13
References-15
