1、Trade Marks,商 标,MAIN CONTENTS,I. 翻译方法（Ways of Translation ）II.注意事项 Advertising translationPurpose: to push the sales of the productPrinciple: target-reader orientedStrategy: adjustment, creativeness,Coca Cola,I) 翻译方法（Ways of Translation）,a. 音法译 （transliteration）b. 意译法 (free translation)c. 专有名词英译法 (p
2、roper names )d. 数字与文字组合法 (numbers ),1. 音法译 （transliteration）,A） 按汉语拼音“茅台” “MAOTAI”“东风”“DONG FENG”“上菱” “SHANG LING” “中意” “ZHONG YI”,B） 按谐音,“乐凯” “LUCK”“四通” “STON,2意译法 (free translation),“皇朝” “DYNASTY”“永久” “FOREVER”“飞鸽” “FLYING PIGIEN”,3专有名词英译法 (proper names ),“ROLEX ” 劳力士 “BENZ” 奔驰“FORD” 福特“李宁” LINING
3、上海 SHANG HAI长城 CHANG CHENG,4数字与文字组合法 (numbers ),7 UP 七喜“五星” “FIVE STARS” “5 STARS ”“999” “THREE NINES”， “3 NINES”， “NINE，NINE，NINE” “999”,II. 注意事项,1. 避免不良含义2. 注意文化差异3. 不断斟酌，力求完美,1避免不良含义,“鹅”牌羽绒服 GOOSE idiot “芳芳”化妆品 FANG FANG Fang means tooth of snake, wolf etc,2注意文化差异,“熊猫”电器 PANDA similar appearance with pig , Muslin countries “荷花”洗衣机 LOTUS Symbol of death in Japan,“仙鹤” CRANE a vamp in France “孔雀” PEACOCK a bad bird “三枪”内衣 3 GAUNS welcomed in Japan and Columbia but not in Africa,3不断斟酌，力求完美,“半球” “HALF GLOBE” is replaced by “ PESKOE “KODAK” 柯达,
