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英语翻译:国际贸易中的商品商标

日期:2017-11-02 09:41:37 来源:大学生学习网

The trademark of a commodity is like a person's name, which is the symbol of the commodity, and it is famous as the growth of the business. Many famous international trademarks have become the intangible assets and great wealth of enterprises. Successful trademarks cannot be separated from the following characteristics:

 

; Conforming to commodity characteristics;

 

It has symbolic significance and is easy to make people associate.

 

It is easy to remember;

 

Lang lang, etc.

 

With the growing international trade in goods, trademarks are becoming more and more international. From one language to another, the brand must retain the essence of the original and conform to the consumer's trademark psychology. In contrast to the other, the purpose of the above is to achieve the realization of a word, which requires the application of a comprehensive knowledge of language, marketing and aesthetics. In the process of the combination of the sound and the meaning, pay attention to the choice of the phonetic color and meaning of the words to achieve the satisfactory effect. Let's start with a few examples of success.

 

The more famous example is Cocacola in the United States, which is known as "Coca-Cola", which preserves the syllables and resounding of the original word, and makes it known as a beverage trademark. This is to give the original meaning of the word to sound color, which makes the human taste infinite, can be said that the effect exceeded the original name; And "coke" has become synonymous with drinks in modern society, which can be seen in the cultural penetration of its name.

 

Such as the world famous men's clothing trademark Goldlion again, this is the "lucky lion", but is to make the goods more add the splendid style, and meet the psychological, people are longing for geely, the pursuit of luxury will keep gold meaning; The word "lion" is used to extract the sound technique, and the combination of the two has a famous brand of "golden power" in China. Not only magnificent, but also the meaning of great Italy. Although the original intention is different, its purpose, function and effect are consistent.

 

The familiar American sports series Nike. The phonetic symbol for [' naiki:], goddess of victory in Greek mythology, the name is meant to, but if the note at the "nai" or "na" such as, many Chinese consumers will be very confusing, I don't know its meaning. Old in imitation of its syllable, and considering the sportswear should has the characteristics of long wear resistance, it became a "Nike", the meaning of both strong durability, and contains the meaning of the enemy will be resistance, this also coincides with original intention goddess of victory.

 

There are many other examples that are worth enumerating, such as "Truly", the word "first", "after" and "xinli". The word "Accord" is the trademark of a watch, the first word is taken and the latter is the meaning. And Fiyta is the model of "flying yada".

 

From the aesthetic psychology, once people enter the sense of the sense of rhythm, there will be a kind of expectation. The rhyme in the poem, the ratio of the composition in the article, the repetition of objects in the composition of the photographic composition, etc., are both the satisfaction of this kind of psychology and the means to make oneself beautiful.

 

In fact, trademarks depend heavily on this psychology. The name is not only in terms of words, tones, but also in terms of meaning, and in the sense that it is more demanding, which determines the success or failure of the name. In the accumulation of limited materials, I find that many names only pay attention to one face and ignore the combination and collocation of the two. That often seems baffling.

 

Pizza Hut is now a "Pizza Hut", in the sense that it is out of the taste of fast food, in the paste color lost the Chinese people to its original familiarity and affinity. Rather than a ` ` pizza "reality," pizza "is a sound," cake "used to describe the kind of hot food; This can be used to express Italy as the home of the food, and the reputation of the Leaning Tower of Pisa to evoke the beautiful scenery of Italy.

 

Such as two examples of pure tone, Sportsman bicycle and Unlsports sneakers, the name of the former on the market for "SiBoZi man", the latter for the "new homestead", if it is not familiar with products of the spleen, who will put the two names associated with their products? It is suggested that the former should be changed to "healthy will" to take its health swiftness. The latter is changed to "excellent run" to take advantage of the movement, wear comfortable meaning, and both can show the character of the commodity, the tone color also accords with people psychological request.

 

In the process of collecting trademark cases, the author gradually summed up the lessons of some successful names and failed cases, and proposed the following techniques for reference in trademark.

 

. Save the sound. The foreign language trademark in Chinese is easy to use two or three words, the two syllables conform to Chinese aesthetic habits and the development trend of The Times; The three word trademarks originated from the traditional Chinese characters, such as "tong ren tang, quanjude", "rice fragrant village" and so on. Therefore, the Chinese name can reduce the multi-syllable of the original name as two or three words. If Pentax is "Pentax", McDonald's; For "McDonald's", Sprite "Sprite", "home care" Aquafresh for toothpaste, nowadays there is a kind of Stefanel Sha of America, now is ", "more, then according to the above principles, bad" spinning"

 

In addition, after the original name of the main syllable, can be added in accordance with the need to conform to the product characteristics or the key meaning of the word, to highlight the product's publicity, to attract consumers. For example, Rock records are "rolling stone", Power soap is "er skin", Colgate mouthguard and teeth cleaning products are "Colgate" etc. Of course, when you add words, you must pay attention to the meaning and color of the words, or you will get more and more of them. ,

 

. The choice of words in a certain extent from the formerly known as the syllable, looking for relevant goods of words, but don't dwell on similar in tone and imitation, such as Ricon for "Canon" for "ricoh, Canon, both are trademarks of photography and printing equipment; Seiko clock is "jinggong", Comfort clothing softener is "gold spinning", Reebok sportswear is "Reebok". Safeguard soap is "comfort of the skin" and so on. Interestingly Dove a trademark, is the brand of soap, and the brand of chocolate, who in the different word choice can only be taken to distinguish, the former as "Dove", take its the meaning of embellish skin fragrance; The latter is "dove", in conjunction with its slogan "milk fragrance, silk feeling".

 

In the same way, Chinese products should also take into account the cultural habits and aesthetic psychology of foreign consumers when they become foreign languages. In the past few years, when our country exported the product brand, it was not much consideration for this one, so it appeared that the "White elephant" battery was White lephant, and the result was not available in the us market. The awhite elephant is a "useless and cumbersome thing" in English. Again as "sailing" carpet, also is the traditional export products, into Junk, was the same fate, to a Junco survived, the reason is that Junk in addition to the sailing of the accident, there are rubbish, rags. The more successful cases are:

 

"Leche" is Lucky; "Skin beauty" is Skinice, which reflects the characteristics of skin care products. The drink is Belmerry.

 

These examples fully illustrate that the product's trademark is a symbol of quality, which is the representative of product image and intellectual property rights, which should not only be considered in the name of the name, but also should be carefully and carefully in time. Because the reclusive of merchandise trade mark is also related to the international image of the enterprise and whether it can be launched in the competitive market.

 

Of course, trademark is by no means a simple question. Sometimes a good name has the flavor of nature, but this article put forward the point of view was simply trying to mention commodity producers and operators and workers' attention, that is, when the trademark is great in the article, can keep improving.

 

A good product, with a pleasant name, is the icing on the cake. In today's famous brand awareness, why not go up and down the trade mark?

商品的商标如同人的名字,是代表商品的符号,并随着商苹流的扩大而声名远扬。许多国际著名的商标已经成为企业的无形资产和巨大财富。成功的商标离不开以下一些特征:

;符合商品特性;

.具有象征意义,易使人产生联想;

.便于记忆;

.朗朗上口,等等。

在国际商品贸易不断增长的今天,商标也日益具有国际性。从一种语言到另一种语言,商标的既要保留原文的精华,又要符合消费者的商标心理。与其他不同的是,上述目的要在对一个词语的中实现,这就需要运用语言,营销以及美学面的综合知识。在的过程中可通过音与意相结合的作法,注意选择音色与意义都与原丈较为贴近的字词以达到满意的效果。下面从几则成功的例谈起。

较为著名的范例要数美国的Cocacola,它被成“可口可乐”,既保持了原词的音节和响亮,又使人-一听便知是饮料商标。这就把原来本无特定含义的词得有声有色,令人间味无穷,可以说名的效果超过了原名;而且“”可乐”已经成为现代社会中饮料的代名词,可见其名在文化中的渗透力。

再如举世闻名的男子服饰商标Goldlion,意本是“金狮”,但者为使商品更添富丽堂皇的气派,并满足人们渴望吉利、追求豪华的心理,将gold一同保留意义;而lion一词来取音手法,两者结合在一起便有了驰名全中国的“金利来”商标。不但气派恢宏,而且含义大吉大利。尽管和原意不尽相同,但其宗旨、作用、效果是一致的。

大家所熟悉的美国运动系列商品Nike。音标为[' naiki:],本意是希腊神话中胜利女神的芳名,但若按音为“奈姬”或是“娜基’’之类,很多中国的消费者便会十分费解,不知其意。老在时模仿其音节,并考虑到运动服装应该具有经久耐磨损的特点,将它成了“耐克”,既有坚固耐穿的含义,又包含了克敌必阻的意思,这样与原意胜利女神也不谋而合。

其他值得列举的例子还有许多,如Truly,前一字取意,后一字取音,为"信利”; Accord成“雅确”,是一种手表的商标,前一字取音,后一字取义;以及Fiyta作是“飞亚达”也是音意结合的典范。

从审美心理上讲,人们一一旦进入节奏感的欣赏或是感知当中,就会产生一种期待的心理。诸如诗歌中的押韵,文章中的排比,摄影构图中物体的重复等等,都是对这种心理的满足,同时也是使自身富有美感的手段。

事实上,商标的在很大程度上也依赖于这种心理。名不仅在字数、音调,平仄上有要求,而且在意义上的要求更高,这决定了名的成败。笔者在有限的素材积累中,发现许多名只注意到一个面,而忽略了两者的结合与搭配,。故常显得令人莫名其妙。

Pizza Hut如今成“必胜客”,在意义上脱离了快餐的味道,在膏色上丧失了中国人对其原有的熟悉与亲切感。倒不如成``比萨饼”实在,“比萨”是音,“饼”用来描述食品的种烫;这样既可表达意大利是该美食的故乡,又能借助比萨斜塔的声名唤起食客对意大利美丽风光的联想。

再比如两个纯粹音的例子, Sportsman自行车和Unlsports运动鞋,市场上的名前者为“斯波兹曼”,后者为“纽伦斯堡”,若不是对品脾的熟悉,有谁会把这两个名称与它们所代表的产品联系在一起呢?建议将前者改为“健将”取其健康迅捷的意思;后者改为“优跑”取其利于运动,穿着舒适之意,且两者都能显示出商品的特性,音色上也符合人们心理上的要求。。

在收集商标例的过程中,笔者逐渐归纳出一些成功名的经验和失败例的教训,拟提出如下可在商标时参考使用的技巧。

.省音。外文商标在成中文后多易采用两字或三字的形式,双音节符合中国人的审美习惯和时代的发展趋势;三字商标则多起源于中国传统的老字号,如“同仁堂,“全聚德”、“稻香村”等。因此中文名可减原名的多音节为二字或三字商标。如Pentax为“宾得”、McDonald’;为“麦当劳”、Sprite为“雪碧”、Aquafresh为“家护”牙膏等,时下有一种Stefanel的美国服裟,现多为“斯特法内”,那么根据上述原则,可否改为“泰纺”了

.加字,在出原名的主要音节后,可根据需要加上符合商品特征或是关键意义的字,以突出产品的宣传性,吸引消费者。如Rock唱片为“滚石”,Power香皂为“波尔肤”,Colgate护齿洁齿系列商品为“高露洁”等。当然在加字时一定注意所加的字在意义和音色上都要与原文商标相宜,否则就会圆蛇添足,多而不当。、

.字眼的选择可在一定程度上脱离原名的音节,寻找切合商品的字词,而不要拘泥于在音色上的相似和模仿,如Ricon为“理光”、Canon为“佳能”,两者都是摄影和复印器材的商标; Seiko钟表为“精工”、Comfort衣物柔顺剂为“金纺”、Reebok运动服装为“锐步”。 Safeguard香皂为“舒肤佳”等。有趣的是Dove这一商标,既是香皂的品牌,又是巧克力的商标,者在时只能是采取不同字眼的选择来加以区分,前者作“多芬”,取其润肤芬芳之意;后者为“德芙”,配合其广告词“牛奶香浓,丝般感受”。

同样的道理,中国产品的商标在成外文时,也要兼顾外国消费者的文化习惯和审美心理,不能简单地音或是意了事。前些年我国者在出口产品商标时,对于这一-点考虑得并不多,于是才出现了把“白象”电池为White lephant,结果在美国市场上无人间津。原来在英语中awhite elephant是“无用而累赘的东西”。再如“帆船”地毯,也是传统出口产品,成Junk,遭到同样的命运,后改为Junco才幸免于难,原因是Junk除了帆船之意外,还有垃圾,破烂的意思。比较成功的例有:

“乐凯”为Lucky;“肤美灵”为Skinice,体现护肤品特色;“百乐美”饮料为Belmerry。

这些例子充分说明了产品的商标是质量的象征,是产品形象的代表,又是知识产权,不仅在起名时要倍加斟酌,在时更需慎之又慎。因为商品商标的遁名好环也关系到企业的国际化形象和能否在竞争激烈的市场上打响。

当然,商标的绝不是简单的问题。有时好的名也有自然天成的味道,但本文提出的观点无非是想提起商品生产经营者和工作者的注意,即在商标时是大有文章可做,可以精益求精的。

一种好的商品,加上一个动听上口的名字,无异于锦上添花,魅力无穷。在名牌意识业已深入人心的今天,我们为什么不在商标的上下一番功夫呢?