The Translated Term And Culture Essay Research — страница 2

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Different lucky colors To colours, different places also have different interests. For example, blue is taboo to Belgium. They think blue is not a lucky color. Japanese don’t like green which Indians like it very much. Turkey people don’t like the combination of different colors. 1.2.3 Different lucky words Also different countries have different fancies to different words. According to the investigation, Japanese like the Chinese words “诚” “梦” “爱” “想” “美”, and so on. Chinese like woeds “福” “寿” “喜” “乐” and so on. According to Irving Wallace, an American writer, the most beautiful English words are chime(串铃), golden(金色的), lullaby(摇篮曲), melody(旋律),murmuring(低语) 1.3 Some translated term may have some

unexpected meaning in another languge 1.3.1 Different meaning in different language In some distance, the brand directly influences the prospect of the commodities. So the producer try hard to give it the lucky and beautiful words., However, different countries have different folk custom. They have different criterion to the beauty and luck. Some words are really beautiful in Chinese. They will have different effects and meanings once they are translated into English directly. In order to avoid these kinds of misunderstanding, before our products enter the international market, we have to know the different culture in different countries. In another word, we must know the taste of beauty of the people in the foreign land. Otherwise, we will make mistake in the process of

translation. One lipstick in China named “芳芳”in Chinese ,this name is really very beautiful when we see these two words “芳芳”. It is the beautiful association rised from the heart. It seems that we not only meet a pretty girl, but also smell the flavor from her. However, when this trademark translated to English in transliteration like “fangfang”, it will give the English readers a kind of horrible feeling. Because “fang” is also a English word, the word meaning is (!) along,sharp-tooth of a dog; (2) a snake, a poison-tooth. So what “fangfang” give them is not the image of a pretty girl. On the contrary, it give the English natives the image of a horrible dog or a poisonous snake. 1.3.2 Respect national psychology Try to respect the national psychology

of the corresponding countries. For example, most western people prefer to gettting a slim stature. So if the tradeamark has any hints that the consumer are too fat, surely the user will not buy them just for the sake of peacockery. And these kind of product obviously will not get good market. “藕粉” produced in West Lake in Hangzhou is a famous nutrious food. All the Chinese offsprings know that it had been used as tribute to the emperor. But seldom foreigners know it. When this food is exported to foreign countries with the translated name “lotus root starch”, still many people don’t want to buy. This translated term is gotten from the authoritative Chinese to English dictionary. Why? The reason is that many western are afraid of getting fat. At the same time, it is

easy to get fat when people eat too much “starch”. So in order to ingratiate the psychology of the consumer, later ,the translator changed “starch” into “powder” or “pudding”. And the buyers obviously added. Almost the same example, “轻身减肥片” is the major product in the famous Chinese traditional medicine factory in Hangzhou. First, its translated term is “obesity-reducing tablets”. Still the American people don’t like this name. They think that it’s the specialized medicine to the obese people. So many fatsos don’t want to buy it for the sake of shame. In fact, this medicine can not only cure the adiposity, but also can make people lose weight. So as to satisfy the comsumer, changing the name into “sliming pills” gain great success. 1.4

Avoiding political metaphor some translated term are the same meaning to the original meaning in Chinese. However, some of them still be can’t be used as a trademark to the foreign consumers. That is because the some translated term will cause misunderstanding or political metaphor. For example,“大鹏”,a brand of a kind of plimsolls, onced has been translated to “ROC”. “大鹏” is a fairy bird in Chinese mythology. In British, it also has the same meaning. However, in coincidence, “ROC”is rightly the abbreviation of the Republic of China. So it is not suitable to be used as a brand of plimsolls We have known that it is a failure to translate “白象” into “WHITE ELEPHANT”. However , it is a success to translate “白熊” into “WHITE BEAR”. On