4.2.3 Cultural Taboos in Target Market

　　In the process of trademark translation, violating cultural taboos of target market leads to misunderstanding frequently. So the translator ought to consider this factor in order to avoid marketing failure.论文范文http://www.chuibin.com/

　　For example, the meanings of some numbers are different between China and western countries. In our country, many trademarks include number, such as 三枪，666，金六福，十三香. Six is a lucky number in our country. However, six symbolizes devil and thirteen is unlucky number in western countries. So if we export these products, the translator should consider the number taboo of western countries in trademark translation. In western culture, seven is a lucky number. So we can often see these trademarks, such as 7-up, 7-eleven.

　　Another taboo is about color.

　　The blue color has a negative and gloomy meaning in western countries. Blue Monday in American means you have a bad mood in that day. Blue Sky has the meaning of no use and no value in England. So if we want to translate Chinese lamb brand 蓝天，it is not proper to be written as Blue Sky. Because it can’t be sold well in England.

　　Another color is red. Red color is well received by Chinese people. It is a symbol of good luck and happiness. However, if you put it in to the western culture, it usually has the meaning of a derogatory term. Because it refers to violent, bloody and evil. For example, red hands mean a murder; red alert means urgent alarm.

　　There are some other cultural taboos.

　　In Italy and Spain, chrysanthemum is a taboo, they like rose.

　　In Russia, the yellow rose is a taboo, it symbolizes breaking off relations and unlucky.

　　In England, they don’t like elephant, they like panda.

　　In France and Belgium, peacock, walnut and chrysanthemum are taboos. They symbolizes unlucky.

　　From the above analysis, we can see cultural differences influence the trademark translation a lot. Thus, in order to make products enter the target market successfully, the translator ought to consider cultural differences carefully in trademark translation.毕业论文http://www.751com.cn/

　　V. Significances of Outstanding Trademark Translation

　　5.1 Products’ entering the International Market.

　　Outstanding trademark translation can make a trademark be easy to memorize and reflect product’s characteristics. Thus, it will attract more consumers’ attention and leave a deep impression on consumers in target market. This will help this product to enter the target market successfully at last.

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