The Translated Term And Culture Essay Research — страница 3

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the basis of the Chinese-English dictionary printed by Beijing foreign language colleage, the first translated term of “白熊” is “polar bear”. White bear is just the second term. That is because “polar bear” is more former than “white bear. Whereas in recent year, with the development of the international political situation, “polar bear” has some other meaning that are linking with a kind of political power. Therefore, as a trademark ,it is better not have any involvement to do with political event and title. For the sake of this situation, “white bear” is more suitable to choose as the trademark of “白熊” than “polar bear”. II the translation of the imported commodities Now our country is open to the world, and the trade exchange is becoming

more and more frequent. So many feoreign products have come into our Chinese market. Why some commodities have good market and bright future, and some others are not so optimistical. I think the quality of the translation of the trademark is a very important factor.In the next part, I will take “可口可乐” as example, and analyse why some translated trademarks are successful and some are unseccessful. 2.1. A perfect translated term comes from the combination of sound and meaning 2.1.1 What is the combination of sound and meaning? Since Chinese is the most meaningful language in the word, when our Chinese translator does this kind of translation, we have our unique method. That is to say, we don’t do it all by the traditional methods.(transliteration or free translation).

Sometimes if we do it by giving consideration to both sound and meaning, we can get an unexpected effect. That means the pronunciation of the translated name is the partial tone of the original sound, not strictly the same to the original. This method can give us a bigger space to take advantage of the multivalent messages of the Chinese. The translated terms getting from this kind of method are always very vivid, lively, distinctive, fresh and striking. Since they have practical meaning, they can arouse the consumptive desire of the consumer. They also can give the consumers a lot of imaginations of the products and it is convenient for the consumer to remember the products. Thereby this adapts the requirement of the commercial world. 2.1.2 Analyse from “cola-cola” 2.1.2.1

How “coca-cola” reaches the pecfect combination of sound and meaning All the people in China know the beverage “可口可乐”. It is translated from its English name “Coca-cola”. According to the “compendious British encyclopedia” its accurate Chinese translated term is “古柯”. “Coca” is belong to the coca section’s frutex in tropic. Now they are grown in Africa , south America, south-east Asia and China Tibet. Its leaves are the raw material of cocaine. Translation, naming often can bring some unexpected effects to itself of the object. “coca” once was regarded as the hallowed grass by the Indian autochthonism. But it was translated as “古柯” by the Chinese, then it become one kind of poisonous grass. That is because nowadays one of the main

drug cocaine is extracted from the leaf of the coca. However, what is fantastic is that when we change another translation method, and “古柯” becomes “可口”, and when it is conjoined with “cola”(可乐), it soon becomes one of the best words of expression “可口可乐”, Since it is vivid and can exactly express the idea, it is accepted by the Chinese very soon.Why “可口可乐” is a perfect translated term? That is because it vividly embodies the fresh, delighted feeling of this beverage. The most obivious feeling it gives the consumers is that it is not only “可口” but also “可乐”. The translated term itself can sharp people’s appetite. It really has “the feeling that can’t reject”.(message of coca-cola) Maybe just because of this,

“可口可乐” has become the pronoun of the beverage in China. in Japan, “Coca-cola” is translated into”口咖口拉”. However this name can not recall any imagination in Japanese. It is all by memory that today Japanese people can remember this name. If we understand the consciousness of we Chinese in choosing names, it is not hard for us to understand why we give “Coca Cola” a Chinese name “可口可乐”. In pronunciation, “可口可乐” is not identical to “Coca Cola”,even can’t compare with “口咖口拉”. However, in meaning, the comfortable and salubrious feeling that “可口可乐” brings people is what “口咖口拉” can’t reach. “可口可乐” is closer to the fumet of “Coca Cola”. There is another successful