1. Why do you choose such a theme?
world economy's development,
occupy international market
a good translated can bring huge treasure
A good trademark can give customers an enjoyment of beauty.
catch customer’s eyes and to stimulate them to consume
2. what do you want readers get from your thesis?
a well translated trademark can help enterprisers to occupy international market
Cultural differences have a great influence on trademark translation
Trademark has many functions which can provide some information of product
The strategies oftrademark translation
3. Can you give us the definition of trademark?
a name or a symbol which is put on a product to show that it is made by a particular
producer and which cannot be legally used by any other producer
help consumers to distinguish one product from other similar products
a special kind of language sign
a symbol of product quality
4. Can you brief introduve the functions of trademark?
Identifying Function : basic function , help consumers to distinguish one product
from other similar products
Stimulating Consumption : a trademark should have the power to stimulate consumers
to buy it
trademark cannot attract consumers, it will disappear in the
Providing Information: A good trademark should provide some useful information for
A trademark can not provide information, this trademark is
meaningless and useless
美加净 cosmetic beauty clear beauty pluses clean
Symbolizing the Credibility of the Enterprises:trademark symbolizes the reputation of
first- rate trademark is a guarantee of high quality
三鹿 powdered milk which has made itself cheap because of
its shameful behaviour
Advertising Function : Using trademark to advertise product can improve the effect of advertising and make a profound impression on the customers 旺旺 biscuits luck Chinese
5. Can you brief introduce the influence of cultural differences on trademark translation?
Thinking Mode: Chinese people place great emphasis on concretization, while westerners pay much attention to logic. Therefore, many Chinese characters are full of image. Such
” is like a person. “目” is like eyes of a person. Rejoice (shampoo) is as ,the character “人
translated as “飘柔”.
Values : social values refer to people’s attitude towards the world around them and guide
their life social value has a direct effect on people’s consuming behaviour.
The most basic but important characteristic of western culture is individualism. Individual
struggle is highly valued by western people.
in China, the dominant doctrine that guides our action is collectivism. Chinese culture
focuses on harmony all the time. 外国 人名，地名做商标 。中国 华 双做商标
Custom : all customs are full of relatively strong national colourings 大白兔 candy , small,
lovely animal in China, When they describe someone is timid, they say “he is as timid as a rabbit”.
Religion :Christian, Buddhism and Islam. People of different races have different religions
and different religious taboos.
6. Can you introduce the methods of trademark translation briefly?
a. Pure Transliteration
E-C！ 阿迪达斯 ,mysheros
b. Homophonic Transliteration
E-C: pampers-帮宝适 safeguard - 舒肤佳
熊猫 (electrical appliance )-panda 英雄— hero
3)Combination of Transliteration and Literal Translation
依姿彩-escolorful Goldlion -金利来
Rejoice-飘柔 which give people a feel that one’s hair will be glossy and sleek, full of vitality after using
7.The Principles of Trademark Translation a. Respect the Culture of Target Language B. Reflect Characteristics and Information of Product C. Easy to Remember