Free translation is a method that translates into the same or similar meaning target language according to the real meaning of the original trademark. This method is not keeping the original form but paying attention to the original content, employing some recreate words of translated words of translated version in expressing the intention of the original. Free translation reflects the function of products clearly and vividly. It also makes strong impression on consumers in target market.

　　Many trademarks are translated in free translation.

　　For example, Blue Bird is a famous car brand. It is translated into 蓝鸟. This Chinese version can make Chinese consumers produce glorious associations

　　Another example is Sprite. Sprite is a famous drink brand. It is translated into 雪碧. The word, sprite means 妖精，精灵 in English. Sprite is very pretty in western countries. When they celebrate Halloween, children are decorated as the sprites. But it is evil in China. So, it is not proper to translate Sprite in literal translation. Sprite is translated into 雪碧. 雪 stands for the feeling of fresh and cool. 碧 stands for the feeling of exquisitely. So this Chinese version leaves a deep impression of ice-cold and quenches our thirst on target consumers. The characteristics of this drink are reflected fully.

　　3.2.4 Combination of Transliteration and Free Translation

　　Combination of transliteration and free translation is a method that translates according to the original pronunciation; besides, finding out the words what has the similar pronunciation to the original trademark and can reflect the products’ characteristics. Or translating a part meaning of the original trademark and adding the transliteration.

　　Many trademarks are translated in this method.

　　For example, Simmons is a famous mattress brand. It is translated into 席梦思. This Chinese version has similar pronunciation to the original trademark; besides, 席梦思 can let consumers associate with a dreamlike world.

　　Another example is Colgate. Colgate is a famous toothpaste brand. It is translated into 高露洁. 高 has the similar pronunciation to the original trademark. 露洁 is translated in transliteration and free translation. This Chinese version emphasizes the information of making teeth white of this toothpaste.

　　IV. Paying Attention to the Problems in the Trademark Translation

　　In the process of trademark translation, there are some problems have great influence over it. These problems are the influence factors. If the translator doesn’t consider these factors in trademark translation, the result will lead to be a failure. Thus, to avoid marketing failure, the following factors should be considered.

　　4.1 Considering the Product’s Characteristics论文范文http://www.chuibin.com/

　　In trademark translation, the products’ characteristic is a factor the translator should consider. One of the functions of trademark is making consumers know the features of a product. A good trademark reflects these features so that it can attract more target consumers. When consumers hear or read the trademark, they can understand the variety and function of the product. If a trademark can’t reflect these, consumers won’t understand this trademark’s meaning. So, they won’t be interested in the product. The product may be soon proved to be a failure.

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