Foreign trademarks and brand names need to be named in English. We can use three methods of naming products and brands in English, namely: 1. Different pronunciation and meaning: Chinese and English pronunciations are different. , but the meaning is the same, it is a way of naming that directly translates Chinese into English; 2. The pronunciation and meaning are the same: Chinese and English have similar pronunciations and the same meaning, which is applicable to individual words; 3. The pronunciation is different: the pronunciation of Chinese and English is the same The pronunciation is the same, but the meaning of the two is different.
1. Different pronunciation and meaning: Chinese-English translation must involve cultural differences, so equivalence in translation is only relative equivalence. For example, the Bai Ling trademark, if translated as whitefeather, means useless things in English, which is unacceptable to British and Americans, so it is best to use the heterophone method for such translation. Another example is the Phoenix trademark, if it is transliterated, Westerners People only know its sound but not its meaning. If we use phenix (the mythical phoenix that symbolizes resurrection and rebirth), we will naturally closely connect the connotation of the trademark with the phoenix, which symbolizes good luck in Chinese culture.
2. The sound and meaning are the same: both sound and meaning are taken into account, and both form and spirit are present. The naming and translation of such trademarks generally use rhetorical techniques such as pun, alliteration, clipping, homophony, personification, onomatopoeia, and exaggeration, combined with The similarities and similarities between the two different cultural backgrounds in Chinese and English directly express the spirit, quality, characteristics, purpose and other ideas of the company's products, achieving a profound and unique purpose, allowing people to strengthen their understanding of the product through association. . For example: Mango pie can be pronounced as mangopie.
3. Different pronunciations: using Chinese characters and letters or a combination of both to name the brand, so that consumers can have a "foreign" feeling about the product, thereby promoting product sales. For example, the "Youngor" brand uses the transliteration of the English "YOUNGER" as the brand.
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