The Translated Term And Culture Essay Research

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The Translated Term And Culture Essay, Research Paper 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, “玉兔” is also used as a trademark. Why we don’t simply translate “玉兔” into “Jade Rabbit” and give it an English name “Moon Rabbit”. Originally in Chinese fairy tales,“玉兔” is the rabbit which accompanied with Mr Wugang living under the sweet-scented osmanthus in the moon. Therefore, “玉兔” 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, “喜鹊” has the meaning of “reporting the coming of spring and happy”. In English “magpie”(喜鹊) gives us the association of jaw and prolixity. In English “ram” not only has the meaning of “公羊” 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, “凤凰”represents “lucky and beauty”, in English, phoenix meanings rebirth. It gives them the feeling of waking up from death. “WHITE ELEPHANT” translated from “白象”, 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