從語用等效原則淺談兩岸商標(biāo)翻譯差異英文

湖南中醫(yī)藥大學(xué)畢業(yè)論文學(xué)生姓名：學(xué)號：學(xué)院：人文信息管理學(xué)院專業(yè)：英語設(shè)計(論文)題目：從語用等效原則淺談兩岸商標(biāo)翻譯差異OnDiscrepanciesinForeignTrademarkTranslationacrosstheStraitsfromthePrincipleofPragmaticEquivalence指導(dǎo)教師：

OnDiscrepanciesinForeignTrademarkTranslationacrosstheStraitsfromthePrincipleofPragmaticEquivalencAthesissubmittedtoTheCollegeofArts,InformationandAdministrationHunaninpartialfulfillmentoftherequirementforthedegreeofBachelorofArtsSupervisor:Hunan摘要商標(biāo)是一種特殊的語言符號，是商品顯著特征的濃縮，是商品文化的核心部分，是企業(yè)參與競爭的有力武器。其最終目的是要出售商品。商標(biāo)翻譯翻譯不僅是兩種語言轉(zhuǎn)換，也是兩種文化的交流，同時也反映了具有不同文化背景人群的消費心理和審美價值的差異。由于歷史、政治、地理等諸多原因，兩岸在翻譯同一國外商標(biāo)名時出現(xiàn)了差異，這種翻譯差異現(xiàn)象一定程度上影響了彼此的經(jīng)貿(mào)、文教等交流，不利于兩岸經(jīng)濟的發(fā)展。本文從語用等效原則理論出發(fā)，結(jié)合兩岸商標(biāo)翻譯的特點，結(jié)合實例，分析兩岸商標(biāo)翻譯差異的原因，指出商標(biāo)翻譯可以采取音譯、意譯、直譯以及不譯等方法，并通過比較指出兩岸采用不同譯法的優(yōu)劣之處。關(guān)鍵詞：商標(biāo)翻譯差異；語用等效；海峽兩岸；音譯；意譯；直譯；AbstractTrademarkisaspecialkindoflanguagesigns.Itistheconcentrationofcommodities’distinctcharacteristics,thecoreofcommodities’culture,andthepowerfulweaponforanenterprisetoparticipateincompetition,thefinalofwhichistoattractcustomersandsellcommodities.Trademarktranslationisnotonlythetransferoftwolanguages,butalsotheexchangeoftwocultures.Meanwhileitalsoreflectsthedifferencesofconsumers’psychologyandaestheticconceptionscausedbydifferentculturalbackground.However,whenitcomestoforeigntrademarktranslation,duetosomefactorssuchashistory,politic,andgeography,thevarianttranslationsofonecertaintrademarkareverycommonacrosstheStraits(andinHongKong),whichhasposedaseriesofobstacletomanydomainslikeeconomic,educationalandacademicexchangeamongtheseregions.Thispapercombinesprincipleofpragmaticequivalencewithcharacteristicsofacrossstraits’translationandsomeexamplestoanalyzethereasonsforthediscrepanciesinforeigntrademarktranslationacrosstheStraitsandtoproposesomesuchmethodsoftrademarktranslationbasedonthisprincipleastransliteration,freetranslation,literaltranslation,andnon-translation;Atthesametime,bycomparingthedifferenttranslationalways,thisarticlewillshowreaderstheirstrengthesandweaknesses.KeyWords：DiscrepanciesinTrademarkTranslation,PragmaticEquivalence,AcrosstheStraits,Transliteration,FreeTranslation,LiteralTranslationContents中文摘要AbstractIntroductionChapter1Literaryreview1.1TrademarkandItsTranslation1.1BasicConceptsofPragmaticEquivalence1.3PragmaticEquivalenceandForeignTrademarkTranslationChapter2ReasonsfortheDiscrepanciesinForeignTrademarkTranslationacrosstheStraits2.1Differentpronunciationandwording2.2DifferentAestheticpsychologyandCulturalConsciousness2.3LackingofCommunicationChapter3DiscrepanciesinForeignTrademarkTranslationacrosstheStraits3.1TranslationandNonTranslation3.2TransliterationandFreeTranslation3.3LiteralTranslationandFreeTranslation3.4TheDifferentChoiceofChineseCharactersConclusionBibliographyAcknowledgementsIntroductionDuetoHistoricalandgeographicalestrangement,Chineselanguageandculturalexchangehasoncecorrespondinglybeenheldupamong(Hongkong),Taiwanandmainlandforalongperiodoftime.Whenpeopleintheseregionshavecometocommunicatewitheachotheragain,theyfounddiscrepancieshadexistedamongthem,whichcertainlyblocksthemtofindandsharewithinformationandhinderseconomicdevelopment.Recently,withthedeepeningcommunication,peoplefeelmuchmoreevidentforthesediscrepancies,whichattractstheattentionofpeopleintranslationindustry,butthosepeoplemainlyfocusonthediscrepanciesintranslationofnames,filmnames,carnames,termsandsoon,Andyetfewofthempayattentiontoforeigntrademarktranslation.DiscrepanciesinforeigntrademarktranslationacrosstheStraitsshouldnotescapefromoureyes,andthreeisnodoubtthatmakingastudyofthemwillbenefitusalot,whichforinstance,cancreatefavorableconditionsforcommunication,economy,andculture.Thisarticle,fromthetheoryofpragmaticequivalenceviewpoint,largelydealswiththediscrepanciesinforeigntrademarktranslationacrosstheStraitsandtheirreasons.Thispaperwillmainlybedividedintothreeparts.Thefirstpartisthebasicknowledgeabouttrademarktranslationandpragmaticequivalence.Thesecondoneistohandlethereasonsfordiscrepanciesinforeigntrademarktranslation,Thethirdonewillcomparewitheachdifferenttranslationalmethodsandanalyzetheirstrengthandweaknesses.TheconclusionwillmakeananalysisofsignificanceofdealingwiththediscrepanciesinforeigntrademarktranslationacrosstheStraitsChapter1LiteratureReviewTrademarkandItsTranslationWiththerapiddevelopmentofglobaleconomy,especiallytheeconomicintegration,theemergenceofcommoditiesgivesrisetothebirthoftrademark.Atrademarkcanbedefinedasaname,term,sign,symbol,designorcombinationofanyofthesethatidentifiesthegoodsorservicesofonesellerorgroupofsellersanddifferentiatesthemfromthoseoftheircompetitor.Atrademarkcanreflecttheattributesofcommodity;italsoreferstolanguagerule,culture,psychologicalaestheticandotherfactors,sotorepresenttheuniqueaestheticcharacteristics.Agoodtrademarkisthecrystallizationofgroup’swisdom,itismainlyrepresentedbytheperfectcombinationofrefinedwordsandstarepictures,itwillshortenthedistancebetweenconsumersandproducts,heightentheaffinityifproductstostirtheconsumer’sdesireforpurchasing.Soitisimportanttomakeagoodtranslationoftrademarkwhenwedoexportorimportbusiness.Successfultranslationoftrademarknotonlycanaccuratelyillustratethefeaturesoftheproduct,butalsoarousethecustomers’culturalassociation,;andthereforeproduceapositiveeffectonthesalesoftheproduct.Famoustrademarkisthesynonymofhighquality,in1993Germanworldwidenewspaperpublishedtheworldwidetoptenbrand,theyare:Coca-Cola(可口可樂),Sony(索尼),Benz(奔馳),Kodak(柯達),Disneyland(迪斯尼),Nestle(雀巢),Toyota(豐田),McDonald’s(麥當(dāng)勞),IBM,Pepsicola(百事可樂).Agoodimagenotonlyincludesgoodqualityandexquisitepackaging,butalsoincludesadistinctiveandresoundingtrademark,soitisimportantandsignificanttotranslatethetrademarkcorrectly.1.2BasicConceptofPragmaticEquivalenceAsthecoreconceptofthewesterntranslationtheoryinthecontemporaryera,equivalencewasfirstproposedbyR.Jakobsonin1951.Nidapointedoutthe“formequivalence”and“dynamicequivalence”in1964.thenhechanged“dynamicequivalence”into“functionequivalence”in1986.Heemphasizedthat“thereactofmessagereceptorinbothtargetlanguageandsourcelanguageshouldbethesame”.HerewecanseethatNidapaysattentiontotheequivalenceoftwoeffects.“Functionequivalence”whichalsocalledequivalenttranslationpaysattentiontotheequivalenceoftwoeffects;itactuallyemphasizesthepragmaticequivalenteffect.Pragmaticisthestudyofspecificdiscourseinspecificsituation,itstudiestheprocessofunderstandinganduseoflanguagethroughcontext.Themeaningwhichinvestigatesisthestaticmeaningindiscourse,butthedynamicmeaningofspeechactconveyedbydiscourseinspecificcontext.AccordingtoAustin’sspeechacttheory，everyspeechactincludestwomainmeanings;theutteranceitselfandtheintentionofthespeaker.Theformeriscalledlocutionandthelater,illocution.Intheprocessoftranslation,ifthetranslatorjustpaysattentiontothelocution,thetranslationalwaysonlyaccordwith“formequivalence”.Butduetothedifferentbackgroundofsocialcultureandbigdifferencebetweentwolanguages,illocutionalwayscannotbewellandtrulyconveyed;itspragmaticmeaningisalwaysdistorted.Thereforewehavetousepragmatictranslationinmanycases.Pragmatictranslationisthecorrespondingofsemantictranslation,itisanequivalencetranslation.Itschiefprincipleisensuringtheequivalenceofillocution.Pragmaticequivalencecanbedividedintopragmaticlingualequivalenceandsocialpragmaticequivalence.TheformerissimilartoNida’s“dynamicequivalencetranslation‘thatisfreenessofforminmanylinguallevelssuchasglossary,grammar,semantic,etc.Andonlykeepsthecontentoforiginal,andexpressitthroughthemostappropriateequitylanguagetoachieveequivalence.Forinstance,VOLVO(沃爾沃),Playboy(花花公子).Whilethelatterreferstoequivalenttranslationwhichisoftenusedininter-languagecommunication.Thatis,accordingtothecontextandculturalhabittranslatorchangesthetranslationtotallywiththeculturalhabitandlanguageexpressionofthetargetlanguagetoachieveequivalence.Forexample,moonrabbit(玉兔)ratherthanjaderabbit.Butinthisarticlewewillnotfocusonthedifferencesofthetwoaspects.1.3.PragmaticEquivalenceandForeignTrademarkTranslationAsapeculiarlanguageform,trademarkhasspecialpragmaticfunction.Thereforethetrademarktranslationexhibitscomplexphenomenaatcertainextent,andneedspropertranslationprincipletoinstruct.Inallthetranslationtheories,Ithinktheprincipleofpragmaticequivalenteffectisthemostproperguidingprinciple.Accordingtothistheory,thetranslationoftrademarkshouldpossesstwoconditions:(1)Translationshouldhavethesameformoftrademark(2)Translationshouldhavethesameformorapproximatefunctionastheoriginaltrademark.Thatistosay,translationshouldbesimpleinform,andhasfunctionofinducementinpragmatic.Consequently,inspirethecustomers’desireofpurchasing.Inthepracticeoftrademarktranslation,theperfectfunctionofpronunciation,formandmeaningisthehighestcriterionofpragmaticequivalence.Ifthisstandardisachieved,itiscertainlyasuccessfultranslation.Inaword,whateverthemethodmaybeusedtotranslatetrademarks,thepurposeoftrademarktranslationistoadvertisetheproducts,attractthecustomer’sattention,meetthecustomers’needs,capturetheinternationalmarketsaspossibleasonecanandfinallysellexportedorimportedcommoditiesasmuchaspossibleinordertomakeprofitsforsellers.Chapter2ReasonsforDiscrepanciesinForeignTrademarkTranslationacrosstheStraitsAsithasbeenmentionedinIntroduction,duetohistorical,politicalandgeographicreasons,ChineselanguageandculturalexchangeamongHongKong,Taiwanandmainlandhasoncebeenheldupcompletely,whichledtolackingofcommunicationacrosstheStraits.Andwiththesocialandeconomicdevelopment,thereexistsdiscrepanciesinmanydomains,suchasthetranslatio2.1DifferentPronunciationandWordingAsweallknow,languagesvaryfromoneplacetoanother.Becauseofgeographiclocationandpolicyfactors,thisvarietyiscleareracrosstheStraits(includingHongKong)thaninChinamainlandalone.Accordingtotherecentlypublisheddata,IfindthatHongKongtranslatorstransliterateforeignwordsintoCantoneseratherthaninPutonghua(standardMandarin)orinGuoyu.Thus,theevaluationoftheprecisionofHongKongtranslationsshouldconsidertheirpronunciationinCantonese.Listedbelowaredifferenttranslationsofautomobileterms(GuLiwen,1996,pp21-23),severalofwhicharegivenpronunciationinCantonese(pronunciationinYueping(粵拼).MainlandHongKongOldsmobile奧茲莫比奧爾士無比[ousimonbei]Opel奧貝爾奧普[oupou]Pontiac龐蒂克潘迪[punldik]Rover羅孚路華[louwaa]Renault雷諾威龍[wailun]Peugeot別儒標(biāo)志Porsche波爾舍保時捷Rolls.Royce羅爾斯.羅伊勞斯.萊斯Pininfarina平尼法麗娜平利法連娜Fromthephonetictranscriptions,itisobviousthattheillustratedCantonesepronunciationofthecorrespondingtransliterationsisdistinctfromthepronunciationofMainlandtransliterationinPutonghuatosomedegree.Anotherexample,“Watson’s”istranslatedinto“沃特森斯”inMainland,whiletranslatedinto“屈臣氏”inHongKong.DiscrepanciesinforeigntrademarktranslationacrosstheStraitsarealsoassociatedwithdifferenttraditionalcharacterspolicy.In1994,afterthefoundationofthePeople’sRepublicofChina,theChinesegovernmentimplementedthesimplificationofChinesecharacters.Inthemid-1950s,underthedirectchargeofpremierZhou(Enlai),agreatnumberofscholarsandexpertswerecalleduptosimplifythousandsofcommonlyusedcharacterssystematically.Intheprocessofreform,duetovastterritoryandvariouslanguages,thenameofsamethingoreventvariesfromplacetoplace,butwiththedeepeningofcommunication,manynounsaregraduallyintegratedintoPutonghua.However,TaiwanhasbeenfollowingthetraditionalChinesecharactersallthetimewithoutcarryingoutmuchreform.Asaresult,whentranslatingthesametrademark,wecanchoosedifferentChinesecharactersalthoughitistranslatedaccordingtothesamepronunciation.Taking“FIAT”asaexample,oneoffamousforeigncars,istranslatedinto“菲亞特”inMainland,while“飛雅特”inTaiwan.Thatjustresultsfromdifferentwording.psychologyTheequivalencebetweenaestheticinterestingandlanguagethattrademarkneedcanarousesenseofbeautyandsympathy.Fromthewayofaestheticinterest,thefunctionofgoodtrademarkiscapabletoattractpeoplesincerely.Toallconsumersaroundtheworld,someoftheiraestheticinterestingisthesame,whileothersdifferent.TheEnglishalphabet“s”,whichusuallyaccentuatesfemininegracefulfigures,arousesthegreatinterestofladies.Someproductsfromwomenarepostfixedwith“ss”,like“whites”whiteninglotion,“Aerress”brassier.Ladiesarethesame,becausebothinwesterncountrieseastones,alllikebeauty.Themostimportantpartoftheprincipleofpragmaticequivalenteffectishavingthesamefunctionastheoriginaltrademark.Thisisalsothemostdifficultypartsincethetranslationoftrademarkistransmittedoverdifferentcultures,itshouldreflectthetargetlanguagecultureandcustoms,catertotheaestheticpsychologyofthetargetlanguagepeople.IftherearedifferenceofaestheticpsychologyandculturalinterestacrosstheStraits(includingHongKong),thendesignersandtranslatorsshouldmakestudywhichiswhichForinstance,“MERCEDES-BENZ”isoneofthemostfamouscarsallaroundtheworld.Itwasoncecalled“梅賽德斯-奔馳”,thenpolished“奔馳”inMainland，whichtakespeopleintoapicturesquesceneofaspeedingcarintheopenairwithoutfeelingtiredbutfullofrelaxing.Whileitisreferredtoas“平治”inHongKong，WhichremainsusofafamousChineseliterarywork:GREATLEARNING，thereisafamoussentenceinitthatis“rulingacountrytomakeitpeaceful(治國，平天下)”.Anotherexample,“MAZDA”,fromJapan,iscalled“馬自達”,inTaiwanandMainland,butcalled“萬事得”inHongKong.Asitismentionedin2.1thatKongtranslatorsliketotransliterateforeignwordsintoCantoneseratherthaninPutonghua.InCantonese,theletter“z”ispronouncedsimilarlyto“s”inChinese.ThisindicatesthatthetraditionalcultureofHongKongissimilartothatofCantontosomedegree.Bothofcasesindicatethattheirowntranslationtotrademarksexactlycaterfordifferentreceptors’needsalthoughtheyhaveadopteddifferenttranslatednames.Onthewhole,translatorsanddesignersshouldstudyculturalfactorsandaestheticpsychologyinvolvedintrademarktranslation,absorbadvantagesofvariouscultures,searchforthenecessityofthem,andmaketrademarkinternational.2.3LackingofCommunicationLanguageistheembodyofculture,whiletranslationistheprocessbywhichsourcelanguageisturnedintotargetlanguage,duringofwhichitmustbeinfluencedbysocialculture,institutions,lifestyles,anddifferentvalues.TaiwanisanindispensiblepartofChina.AndalthoughpeopleamongHongKong,Taiwan,andMainlandspeakthesamelanguage,havethesameculturaltradition,andhavethesimilartranslatingmethods,therestillexistslingualandculturaldiscrepanciesduetoestrangementbetweenTaiwanandMainland,andthecolonialrulinginHongKong.ItiswellknownthatTaiwanandMainlandhadbeenseparatedcompletelyfromeachotherfrom1949to1979.Duringthisperiod,peopleacrosstheStraitsexchangednothing,theyevendidnothaveanychancetopostletters,letalonevisittheirfamiliesortoacrosstheStraits.AndTaiwantookplacegreatchangesineconomy,educationandsociety,whiletheChinaMainlandtookplace“CulturalRevolution”,andcarriedout“openingupandreform”,butitisthefactthatmostpeopleacrosstheStraitsdidnottheothersidewhatwashappeningatthattime.Thus,differentsocialsystemsanddailyenvironment,anddifferentusageoflanguageandChinesecharactersleadtranslatorsinTaiwanandHongKongtoproducingtheirowntranslatingmethodstothesametrademark;andfinallythesametrademarkhavingvarioustranslatedChinesenamesisbecomingverycommonacrosstheStraits.Forexample,“LANCIA”,anautomobileterm,iscalled“蘭西亞”inMainland;but“領(lǐng)先”inHongKong;“蘭吉雅”inTaiwan.Another,“Benz”istranslatedas“奔馳”inMainland,while“平治”inHongKong,“朋馳/賓士”inTaiwan.And“McDonald”,theworldfamousfast-foodchains,iscalled“麥當(dāng)勞”inMainlandandHongKong,whereas“麥當(dāng)樂”inTaiwan.Thisphenomenonappearsnotonlyintrademarktranslationbutinmanyotherfieldsthatmakesdifficultyforpeople,especiallythoseChineseexpatriatesallovertheworldtolearnaboutthelatestnewsdynamic,financialinformation,culturalandscientificsourcesChapter3DiscrepanciesinForeignTrademarkTranslationacrosstheStraitsThischaptermainlydiscussesthedifferentmethodsusedtotranslateforeigntrademarksacrosstheStraitsanddisplaystheirdiscrepanciesandalsowillcombinewithcertainexamplestoanalyzetheirstrengthandweaknesses.3.1TranslationandNon-translationTranslation:Anincrediblybroadnotionwhichcanbeunderstoodinmanydifferentways.Forexample,onemaytalkoftranslationasaprocessoraproduct,andidentifysuchsub-typesasliterarytranslation,technicaltranslation,SUBTITING,andMACHINETRANSLATION.Jakobsonseestranslationinsemiotictermsas“aninterpretationofverbalsignsbymeansofsomeotherlanguage”,understandingthetranslationprocessasasubstitutionof“messageinonelanguagenotforseparatecode-unitsbutforentiremessageinsomeotherlanguage”.(2006:181-182;seesDICTIONARYOFTRANSLATIONSTUDIES).Therearemanydefinitionsabouttranslation,butIthinkitisasoundtranslationonlyifthetranslatingcouldconveytheessenceofthesourcelanguage;However,sometimessomeforeignwordsmaycomeintoanothercountrydirectlywithouttranslatingoranychangingasmanyFrenchwordsintegrateintoEnglish.ThisiscalledNon-translationorZero-translation.ItisalsograduallyacceptedthatmanyEnglishwordsentertheChinesewithoutchanging.Forexample,“GeneralMotor”,afamousAmericanautomobilecompany,istranslatedinto“通用”,butitisknownas“AMGeneral”inbothHongKongandTaiwan.Thelattermayseemtobemoreexoticthantheformeratsomeextent,andletspeopleknowinstantlythatitisaforeignword.Andyettheformerismoreproper,becauseitissimpleinform—onlytwowords,andiseasyforpeopletoremember.What’smore,ourmothertongistheChineseratherthantheEnglish.Itissuggestedthatwecanacceptforeignwordsproperly,forhetheworldisdevelopingcontinuously,weshouldkeepthepaceofit.Ontheotherhand,weoughttonotetheadvantagesofournativelanguagethatcanhelpconveytheessenceofthesourcelanguageandhelpusunderstanditwell,andwhentranslatingforeigntrademarkorwords,weshouldtakeadvantageofthem.Inmostofcases,however,foreigntrademarksaretranslatedintoChinesenamesinordertohelpreceptorstomakeabetterunderstandingofthem.ThisisthetendencyinthefutureinChinaandalsocanprovidemoreinformationaboutthetargetlanguagetoachievethepragmaticequivalenteffect.3.2TransliterationandFreeTranslation“AccordingtoCatford,transliterationisaprocessinwhichsourcelanguagegraphologicalunitsarereplacedbytargetlanguageunits”(2006:189;seesDICTIONARYOFTRANSLATIONSTUDIES).Inabrief,transliterationistranslatingthewordsaccordingtoitspronunciation;itbelongstothehomophonictranslatingbutisnotthesameashomophonetranslation;itbelongstothehomophonictranslatingwithoutconsideringthewordmeaning.Transliterationisthehabitualpracticewhentranslatingforeigntrademarks,forexample,Kodark(Americanfilm)—柯達卡,Casio(Japanesewatch)—卡西歐,Ferrari(Italiancar)—法拉利.Anotherkindoftranslatingmethodoftenusedintranslatingtrademarkisfreetranslation.FreetranslationisatypeoftranslationinwhichmoreattentionispaidtoproducinganaturallyreadingTTthantopreservingtheSTwordingintact;alsoknownasSENSE-FOR-SENSETRANSLATION,itcontrastswithLITERALandWORD-FOR-WORDTRANSLATION.Linguisticallyitcanbedefinedasatranslation“madeonalevelhigherthanisnecessarytoconveythecontentunchangedwhileobservingTLnorms”(2006:62;seesDICTIONARYOFTRANSLATIONSTUDIES).Butfreetranslationisalsosimplydefinedastheskilloftranslating,whichistranslatedaccordingtothepronunciation.Itiswelladoptedintranslatingtrademarktocarrytheproducts’messageaboutitsqualityandfunctionandakindofnationalpreference.Forexample,thecigarettename“GoodCompany”fromAmericawastranslatedinto“古德.康帕涅”(Transliteration)whenitwasimportedintoChinesemarket.Wefeelnophoneticcharm,andnofavorableassociationfromthetranslatedname.Thefreetranslation“良友”notonlyhasthesameformas“GoodCompany”butalsogivesusakindofcomfortandcare.Obviously,itfollowstheprincipleofpragmaticequivalentteffect.Asithasmentionedin2.3,translatorsinTaiwanandHongKongusedifferentmethodstotranslatethesametrademark,thusthesametrademarkhasdifferentChinesenames.Forexample,“SPRITE”,akindofdrink,wasoriginallycalled“斯必來特”(Transliteration)inMainland,butcalled“雪碧”(Freetranslation)inHongKong.Theformertranslationcannotremainusthatitisakindofdrinkbutjustseveralwords,itcanbesupposedthatnobodywillpaymuchattentiontoit;whilethelateroneisnotonlyeasiertoremember(foritconsistsofonlytwocharacters),butalsorichinconnotation,wewillassociateitwiththewhite-coldsnowandgreenfulloflifeassoonasweseethetwowordsinswelteringsummerdayItmakespeoplefeeltastyandrefreshingbeforedrinking,andcannothelptobuyitandtasteit.Andthereisnodoubtthat“雪碧”canbespreadrapidlyandacceptedbypeoplequickly.Anotherexample,“Hollywood”,aplacename,istranslatedinto“好萊塢(Transliteration)”inMainland,whereastranslatedinto“荷里活”(Freetranslation)inHongKong.WemayfeelawkwardwhenwespellitinChinese,anditisdifficultyforpeopletoassociateitwithafamousplacename.Fromthesecases,therefore,wecannotsaythattransliterationisbetterthanfreetranslationorviceversa,orChinamainlandisbetterthanothers.Thismainlydependsonthespecificculturaltraditions,socialdevelopment,aestheticpsychologyandsoforth.3.3LiteralTranslationandFreeTranslationLiteraltranslation:anotionwhichhasformanycenturiesbeenattheheartofmosttranslationcontroversies,whereithasbeeneitherstaunchlydefendedagainstorvigorouslyattackedinfavorofitsrival,FREETRANSLATION.However,thereiscertainamountofvariationinthewaythistermisapplied,asliteraltranslationissometimesunderstoodasincludingtherelatednotionofWORD-FOR-WORDTRANSLATION(2006:95;seesDICTIONARYOFTRANSLATIONSTUDIES).Infact,literaltranslationisnotword-for-wordtranslation,referstotranslatingasentenceorapassageoriginally,keeptheoriginalmassageform,includingconstructofsentence,meaningoforiginalwords,metaphoroforiginalandsoon.Translationshouldbefluentandeasytocomprehendbythetargetlanguagepeople.Duetosharedconceptandinformationinwesternandeastworld,whenwetranslatetrademarks,wecantranslatetheirliteralmeaningdirectlywhichcanhelpusbetterunderstandtheircultureconnotation.Literaltranslation,sometimes,canconveytheoriginalmeaningoftrademarkpreciselyandachievetheexpectedsalesgoal.Foxexample,“Beetle”wasfirstnamedbyAdolfHilteras“KRAFTDURCHFREUDE”(活力的歡愉),whenitfirstcameintomarketitwasnotsowellaccepted.Thenitwasdirectlychangedinto“甲殼蟲”,whichyetmadeadeepimpressiononpeoplebecauseitsnamematchesverywellwithitsdistinctiveappearance,andbecameahouseholdname.And“Crown”isliterallytranslatedinto“皇冠”thatmeansitismorenotablethananyothercars.Althoughitsstatusisexaggerated,itcatersforconsumers’needs.Asforfreetranslation,wehavealreadydiscusseditin3.2.Forinstance,“LEXUS”,afamousAmericancigarette,istranslatedinto“列克薩斯”inHongKong;and“雷克薩斯”inMainland;butitisknownas“凌志”inTaiwan.Thetranslatedversion“凌志”letusrememberour“greatambitious”(凌云壯志),whichmakesusfeelvigorousandaspiringandalsocorrespondstoChinesepursuitofsuccess;Whiletheformerjustinformsusofitsforeignoriginationandcannotbeassociateditwithcar,letaloneitsfunction.3.4TheDifferentChoiceofChineseCharactersAlthoughtranslatorsadoptthesamemethodtotranslateforeignwords,choosingdifferentChinesecharactersisalsooneoffactorswhichresultsindiscrepanciesinforeigntrademarktranslationacrosstheStraits.Itisverycommonforustoseethatasamethinghasmorethanonenameduetovariousdialectsbetweenus.ThatexistsamongHongKong,MainlandandTaiwantoo，especiallybecomesmorecommonwhenitcomestotranslatingforeigntrademarks.AtypicalexampleistheimportedcarCADILLAC,respectivelytranslatedinto“凱迪拉克”inMainland,and“卡迪拉克”inTaiwan.WhiletranslatorsacrosstheStraitstranslatedthetrademarkbytransliteration,thereisonewordthatisdifferentfromeachother.Ifwecouldnotlistentothemcarefully,wewillevennottelltheirdifferences.However,thelatter,atsomeextent,