For example, sportsman is a bike trademark. It is translated into 斯波兹曼. This Chinese version doesn’t reflect this bike’s features. Unless consumers are familiar with this brand. If not, consumers won’t connect this version with the product that the trademark stands for.

　　Another example is Electrolux—伊莱克斯(electric appliances). “Eletro-”suggests this product’s usage. So, this product is well received.

　　Another example is Coca Cola. It is a famous drink trademark. It is translated into 可口可乐. This Chinese version reflects the product’s features. When consumers hear or read 可口可乐, they can know this product’s usage is drinking or eating, meanwhile,可口可乐 lets consumers produce glorious associations. Thus, Coca Cola is well received by Chinese consumers.

　　From the above examples, we can see products’ feature is an important influence factor. Thus, the translator needs to consider it carefully in trademark translation.

　　4.2 Considering Cultural Differences

　　In the process of trademark translation, cultural difference is another important factor. Because the differences in regional environment, religious belief, economic development, geographical position, racial origin between China and western countries. And the differences in modes of thinking, aesthetic temperament, consume concept, orientations of value between Chinese and westerner. In order to overcome these cultural differences and make products succeed in entering the target market. The following requirements should be accorded with.论文范文http://www.chuibin.com/

　　4.2.1 Humanities and Regional Amorous Feelings in Target Market.

　　Difference in humanities and regional amorous feeling is an important manifestation of cultural differences. The translator ought to make the trademark translation accord with the humanities and regional amorous feeling in target market. Otherwise the product will be proved to be a failure.

　　For example, Peacock is an animal of symbolizing beauty, youth and auspices in Chinese culture. While, it symbolizes evil and it can’t be associated with beauty and youth in western culture. Thus, the television brand 孔雀 in our country is not translated into Peacock in literal translation, it is translated into Auaras. If the translator still uses Peacock, this product will not be accepted in target market.

　　Another very good example is the translation of the Chinese brand name 杜康(liquor) as Bacchus, the God of wine in ancient Greek legend. Undoubtedly, this English version is accepted in western culture and also has not changed the main cultural message of the original.

　　4.2.2 Consumers’ Cultural Psychology in Target Market.

　　Difference in cultural psychology of consumers in target market is another manifestation of cultural differences. Because of cultural differences, consumers have different attitudes towards trademarks. However, in the respect of naming trademarks, all the countries have the same cultural psychology of seeking polish and auspices. Thus, in the process of trademark translation, the translator ought to choose the words carefully by holding the consumers’ cultural psychology in target market.

　　For example, Bowing is one of people’s favorite sport equipments. It is translated into 保龄球. 保龄 has the same meaning as keeping healthy; besides, this Chinese version reflects having sports can build up our body. So this Chinese version is according with consumers’ psychology and this product is well received by consumers.

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