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品牌是商品的一种语言符号,是商品本身的构成成分,是商家做广告宣传和促销的一种重要手段。一般来说,为了吸引顾客,达到促销目的,商品品牌的翻译要尊重商品所要销往国家的民族文化,注意其语言特点,把握大众的消费心理,给消费者以亲切感和似曾相识之感,避免使消费者产生厌恶心理,消除消费者对商品品牌的陌生感。商品品牌的翻译可谓一字千金。 世界上许多跨国公司在把自己的商品打向他国市场时大都不惜重金、想方设法译好商品品牌。美国的Coca Cola英文名只表示该饮料含有Coca(古柯叶)和Cola(古拉果),中译名“可口可乐”在我国可谓家喻户晓,既“可口”又“可乐”的饮料当然人人爱喝。美国打入我国市场的另一种饮料Pepsi Cola中译名为“百事可乐”,使人会联想到万事如意,给人以吉祥、顺心之感。Benz轿车的车名只表示该车是由一个叫Benz(本兹)的人制造的,据说这种车最初的中译名为“本斯”,基本上是音译过来的,人们读这个名字总会自觉不自觉地想到“奔死”二字,有谁乐意开车去奔死呢?而现在的中译名“奔驰”给人以风驰电掣之感,驱车旅行多一
Brand is a language symbol of goods, is the composition of the product itself is an important means of advertising and promotion businesses. In general, in order to attract customers and achieve the purpose of promotion, the translation of the product brand should respect the national culture of the products to be sold to the country, pay attention to its language features, grasp the public’s psychology of consumption, give consumers a sense of intimacy and deja vu, and avoid So that consumers dislike psychology, eliminate consumer brand awareness of strangers. Commodity brand translation can be described as a single word. Many multinational corporations in the world are hesitant to spend their money on other countries’ markets and find ways to translate their products. The English name of Coca Cola in the United States only indicates that the beverage contains Coca (Coca Leaf) and Cola (Gula Fruit), and the Chinese translation of “Coca-Cola” is a household name in China, which is both “delicious” and “cola” . Pepsi Cola, another beverage that the United States has entered into the Chinese market, has been translated as “Pepsi Cola,” so that people will think of everything good and give people a sense of goodwill and comfort. Benz car name only indicates that the car is made by a man named Benz (Ben), the car is said to be the first Chinese translation of “Bens”, basically transliteration, people read the name of the Association Consciously or unconsciously think of “Benxi” word, who is willing to drive to run around? And now the Chinese translation of “Mercedes-Benz” gives a sense of speeding, drive more travel