歸化策略；異化策略；品牌名稱；翻譯方法

PAGE20摘要在競爭激烈的市場中，一個容易被消費(fèi)者記住的好的品牌名稱對創(chuàng)造和保持產(chǎn)品的形象至關(guān)重要。在品牌名稱翻譯過程中，需要注意翻譯方法的靈活性，可以采用或以原語文化為中心，或以異語為中心的異化策略和歸化策略。為了使品牌名稱更好地翻譯過來，采用“簡潔”原則，“忠實(shí)”原則，“等效”原則，讓語言表達(dá)簡潔明了以及采用文化因素，心理因素，美學(xué)因素這些因素對歸化和異化策略選擇的影響，讓我們從不同方面對歸化和異化策略進(jìn)行對比選擇。在策略下的方法中對品牌名稱翻譯方法更好地使用音譯法，直譯法，拼綴法體現(xiàn)異化策略，采用意譯法，音意合譯，縮略法更好地體現(xiàn)歸化策略。品牌的翻譯也是一種跨文化間的交際，但進(jìn)入中國市場后，面對的消費(fèi)群體有著不同的文化背景，語言習(xí)慣，審美情趣，要使品牌名稱更符合目的語，恰當(dāng)?shù)厥褂脷w化和異化策略。關(guān)鍵詞：歸化策略；異化策略；品牌名稱；翻譯方法AbstractInthecompetitivemarket,agoodbrandnamewhichiseasytorememberbyconsumersisveryimportanttocreateandmaintaintheimageofproducts.Intheprocessofbrandnametranslation,weneedtopayattentiontotheflexibilityoftranslationmethods.Wecanadoptthestrategiesofforeignizationanddomesticationwiththeoriginalcultureasthecenterorthedifferentlanguagesasthecenter.Inordertomakebrandnamesbettertranslated,weshouldadopttheprinciplesof“simplicity”,“faithfulness”and“equivalence”,makelanguageexpressioninfluencethechoiceofdomesticationandforeignizationStrategies,sothatwecanmakeacomparativechoiceofdomesticationandforeignizationStrategiesfromdifferentaspects.Amongthemethodsunderthestrategy,transliteration,literaltranslationandpatchworkarebetterusedtoreflectthestrategyofforeignization,freetranslation,combinationofsoundandmeaning,andabbreviationtobetterreflectthestrategyofdomestication.Brandtranslationisalsoakindofcross-culturalcommunication.However,afterenteringtheChinesemarket,theconsumershavedifferentculturalbackgrounds,languagehabitsandaesthetictastes.Inordertomakethebrandnamemoresuitableforthetargetlanguage,thestrategiesofdomesticationandforeignizationshouldbeusedproperly.Keywords：domesticationstrategy;foreignizationstrategy;brandname;translationmethodContentsTOC\o"1-3"\h\u8805摘要 I9774Abstract II1652Introduction 117587ChapterOneOverviewofDomestication,ForeignizationandBrandNameTranslation 2181641.1DefinitionofDomesticationandForeignization 3150141.2PrinciplesofBrandNameTranslation 471331.2.1ThePrincipleofConciseness 4731.2.2ThePrinciplesofFaithfulness 4174111.2.3ThePrincipleofEquivalence 419017ChapterTwoFactorsAffectingtheSelectionofDomesticationandForeignizationStrategiesinBrandNameTranslation 65575

2.1CulturalFactors 6250832.1.1IncreasingBrandFriendliness 6165522.1.2MutualBalanceBetweenChineseandWesternCulture 789822.1.3AuspiciousImpliedMeaning 717248

2.2PsychologicalFactors 8156912.2.1AttractivenesstoTargetCustomers 8214342.2.2AvoidanceofNegativeEffect 8281672.3AestheticFactors 956942.3.1PhonologicalBeauty 984862.3.2AssociativeBeauty 916694ChapterThreeTheEmbodimentofDomesticationandForeignizationStrategiesinBrandNameTranslation 1117373

3.1TheEmbodimentofForeignization 11255493.1.1Transliteration 11232993.1.2LiteralTranslation 12174743.1.3Blending 13245883.2TheEmbodimentofDomestication 15311153.2.1FreeTranslation 15194943.2.2CombinationofPronunciationandImage 1615353.2.3AbbreviatedMethod 1722180Conclusion 1828825Bibliography 1911200Acknowledgments 20IntroductionIntheeraofeconomicglobalizationandregionaleconomicintegration,moreandmoreChineseenterprisesgooverseasinordertopursuehighereconomicbenefitsandgreaterdevelopmentspace.Atthesametime,therearemanyforeignbrandswiththesameideaandpurposeinourdailylife.Whetherabrandcanstandinthiseraofrapideconomicdevelopmentandachievegreaterdevelopmentspacedependsontheproductquality,researchanddevelopment.Butwhenwegoabroad,wewillfacethemarketinthebackgroundofdifferentculture,language,customandsoon.Brandisakindofmarkwithobviouscharacteristicsusedbycommodityproducersoroperatorsinordertodistinguishtheirowncommoditiesfromthoseofothers.Therefore,inthecirculationofcommodities,brandisthesymbolrepresentingcommodities.Somebrandsarejustaword,somearejustasimpleimagepattern,andsomearethecombinationofgraphicsandwords.Ithasbecomeanimportantwayforallcountriestotapthepotentialofinternationalmarketandpromotethedevelopmentofinternationaltrade,throughwithcompaniescouldpublicizecommoditiesandestablishagoodcorporateimagewiththehelpofbrands.Therefore,brandtranslationneedstocrosslanguagebarriers,makingitinaccordancewiththeaesthetictasteandconsumingpsychologyofconsumersinthetargetlanguage,andgainsculturalresonancefromconsumers.Intheprocessofbrandnametranslation,translatorsshouldbechoosetranslationstrategiesflexibility.Whenthebasicconceptofthebrandnameisconsistentinthesourcelanguageandthetargetlanguageculture,itsoriginalconceptandimageshouldberetained,useaforeignizationtranslationstrategy.Whentheconceptofbrandnameproducesculturaldifferencesbetweenthetwocultures,translatorsshouldrespectthecultureinthetargetlanguagemarketandusedomesticationstrategiestotranslatebrandnamesintothelanguageofthetargetmarket.ChapterOneOverviewofDomestication,ForeignizationandBrandNameTranslationHistorically,domesticationandforeignizationcanberegardedastheextensionofliteraltranslationandfreetranslation,buttheyarenotexactlyequivalenttoliteraltranslationandfreetranslation.Thecoreissueofliteraltranslationandfreetranslationishowtodealwithformandmeaningatthelinguisticlevel,whileforeignizationanddomesticationbreakthroughthelimitationsoflinguisticfactorsandexpandthefieldofvisiontolinguistic,culturalandaestheticfactors.AccordingtoVenuti,thedomesticationmethodisto“bringtheoriginalauthorintothecultureofthetargetlanguage”,whiletheforeignizationmethodisto“acceptthelanguageandculturaldifferencesoftheforeignlanguagetextandbringthereaderintotheforeignsituation.”Itcanbeseenasthatliteraltranslationandfreetranslationaremainlylimitedtothevalueorientationatthelanguagelevel,whileforeignizationanddomesticationarebasedonthevalueorientationinthecontextofculture.Thedifferencesbetweenthemareobviousandcannotbeconfused.Intranslation,wearealwaysfacedwiththechoiceofforeignizationanddomestication,throughwhichwecanfinda“fusionpoint”betweentheclosetoreadersandtheclosetoauthors.This“fusionpoint”isnotaninvariable“centerpoint”.Itissometimesclosertotheauthorandsometimestothereader.However,nomatterwhichsideitiscloseto,itshouldfollowaprinciple:whenitisclosetotheauthor,itcannotbetoofarawayfromthereader;whenitisclosetothereader,itcannotbetoofarawayfromtheauthor.Thatistosay,foreignizationdoesnothinderthesmoothandeasyunderstandingofthetranslation,anddomesticationdoesnotlosetheflavorofthesourcelanguage.Atthesametime,weshouldadheretothestrategyofdomesticationofthelanguageform,anddealwiththeculturalfactorsofforeignization.Inthisway,thetranslatedworkscantaketheadvantagesofbothstrategiesandavoidtheirdisadvantages,sothattheyhavespaceforcommondevelopment.Therefore,domesticationandforeignizationshouldcomplementeachotherintheactualtranslationprocess,andhavecomplementarydialecticalunity.1.1DefinitionofDomesticationandForeignizationIn1813,Schleiermacherpointedoutinthearticle“OntheMethodofTranslation”thattherearetwowaystotranslateaspacewithculturalconnotations.“Oneistokeeptheauthorasimmovableaspossible,andtoguidethereadertoapproachtheauthor”.Theotheristokeepthereaderascloseaspossible,andtoguidetheauthortoapproachthereader.”AmericantranslationtheoristLawrenceVenutisummarizedtheformerasforeignizationtranslation,thelatterasthedomesticationtranslation.Sowhatisdomestication?Venutibelievesthatthedomesticationmethodis“takinganethnocentricattitude,makingtheforeignlanguagetextconformtothetargetculturalvaluesandbringingtheauthorintothecultureofthetranslatedlanguage”.Domesticationiscenteredonthetargetlanguage,whichconformstothelanguageandculturalnormsofthetargetlanguage,andbettermeetsthereadingrequirementsofthereaderswithlessorder.Itiseasyforthereadertoreachthemostwithminimaleffort.Inthe1950s,PremierZhouEnlaiaccompaniedtheforeigngueststowatchtheperformancesof“LiangShanboandZhuYingtai”.Thetranslationofthestorytotheforeignguests,seemednottobeunderstood.PremierZhousmiledandtoldtheforeigngueststhattheplaywas“China’sRomeoandJuliet”.Inasimplesentence,everyonewillunderstandit.PremierZhou’smasterpieceofdomesticationhasbeenpasseddowntothepresentdayandhasbecomeabeautifulstoryinChina’sdiplomatictranslation.Whatisforeignization?Venuticlearlypointedoutthatforeignizationis“akindofnationalorientationontheseculturalvalues,acceptingthelanguageandculturaldifferencesofforeignlanguagetextsandbringingreadersintoforeignsituations”.Thisexoticisminthesourceworkpreservedthroughforeignizationwillgreatlysatisfyreadersinspirit.Intranslation,theexampleofforeignizationatthespeechlevelcanbedescribedas“l(fā)aser”,“model”,“coffee”inChinese,“Kungfu”and“Mandarin”inEnglish.Theforeignizationintranslationalsohasoutstandingperformanceinidioms,suchas“武器到牙齒”translatedas“armedtoteeth”,“以牙還牙，以眼還眼”translatedas“aneyeforaneye,atoothforatooth”,“AllroadsleadtoRome”translatedas“條條大路通羅馬”,andthe“ivorytower”istranslatedas“象牙塔”.Similarly,therearemanyexamplesofusingChineseasthesourcelanguagetotargetEnglish.Forexample,“攤牌”istranslatedas“showone’scards”,“翻開新的一頁”istranslatedas“turnoveranewleaf”,“紙老虎”istranslatedas“papertiger”,“丟臉”istranslatedas“toloseone’sface”,“留面子”istranslatedas“tosaveone’sface”andsoon.1.2PrinciplesofBrandNameTranslationInbrandnametranslation,weshouldmakebetterisoftranslationprinciplestomakethetranslationofbrandnamesinlinewiththeaesthetictasteandpsychologyofconsumers.Next,itissupposedtotakealookatthetranslationofbrandnameswiththeprinciplesofconciseness,faithfulnessandequivalence.1.2.1ThePrincipleofConcisenessTheprincipleofconcisenessinChinese-EnglishbrandnametranslationmeanstotranslatewithasfewEnglishlettersorwordsaspossible,andthetranslatedEnglishbrandnameshouldmeetthequalityrequirementsofthebrandname,whichcanbringbeautytoconsumersandbeconspicuous,i.e.eye-catching,ear-catching,andeasy-to-remember.Forexample,“美加凈”istranslatedas“MAXAM”,“雅戈爾”istranslatedas“Younger”.1.2.2ThePrinciplesofFaithfulness“Faithfulness”inChinese-EnglishbrandnametranslationmeansaccuratelyexpressingtheinformationcontainedintheChinesebrandnamesinEnglish.Theterm“faithfulness”asusedhereindoesnotrefertoformalconsistency,butmeanequalityorsimilarpronunciation,justas“translationmeanstranslatingmeaning”pointedoutbyNida.FollowingthisprincipleisconducivetotheunificationandconsistencyofChineseandEnglishbrandnames,andalsohelpstoidentifythesamegoodsregisteredinChineseandEnglish.Forexample,“春竹”istranslatedas“SpringBamboo”,“白貓”istranslatedas“WhiteCat”,“海信”istranslatedas“Hisense”,whichmeans“clean&clear”.1.2.3ThePrincipleofEquivalenceTheprincipleof“equivalence”shouldalwaysbeadheredtointranslation,whichmeansthetranslatedbrandnamemustbeabletoproducethesameorsimilarfunctionastheoriginalbrandname.Today,asglobaltradecontinuestogrow,brandsareincreasinglyinternational.Thebrandrepresentstheimageoftheproductandtheentirecompany.Therefore,inthehighlycompetitiveinternationalmarket,thetranslationofbrandnameshasattractedmuchattention.However,duetothegeographicallocation,customsculture,religiousbeliefsandconsumptionconceptsofdifferentcountries,thetranslationbetweenChineseandEnglishmustinvolveculturaldifferences.Therefore,theequivalenceintranslationshouldberelativelyinterconnected,andshouldbeproperlybalanced.Forexample,“玉兔”shouldbetranslatedas“MoonRabbit”insteadof“JadeRabbit”.InChina,“YuTu”isarabbitlivingintheMoonPalace,soitistranslatedas“MoonRabbit”insteadof“JadeRabbit”,whichmeansarabbitmadeofjade.ChapterTwoFactorsAffectingtheSelectionofDomesticationandForeignizationStrategiesinBrandNameTranslationTheselectionofdomesticationandforeignizationhasalwaysbeenthefocusofdebateamongtranslators.Inordertosolvethisproblem,itisnecessarytofirstidentifythefactorsthataffectthechoicesofsuchstrategies.Atpresent,studieshaveexploredtheinfluencingfactorsofdomesticationandforeignizationfromtheperspectivesoflanguageandculture.

2.1CulturalFactorsCulturaldifferenceswillnotdisappearinashorttime.Chinahasaculturalhistoryofmorethan5,000years,whichcannotbecomparedwithforeignlanguages.Therefore,ifforeignbrandswanttosurvivebetterinChina,theymustlearntochangetheirlanguagedifferencesandgetusedtoChina'slocalizedculture.Let’stakealookatthebrandfriendliness,mutualbalancebetweenChineseandWesterncultureandImpliedmeaning.2.1.1IncreasingBrandFriendlinessAddingculturalcolortobrandnamesandimprovingtheculturalcontentofbrandnamesisoneofthesuccessfultechniquesforbrandnamestranslationandbrandcreation.The“closeness”and“identity”ofculturehelpbusinessestoresonatewithconsumers.“RedbeansarebornintheSouth,andspringcomeswithafewbranches;Ihopethatyouwillpickupmorethings,thisisthemostultimatesickness”.ThisistheeternalquatrainofWangWei,apoetoftheTangDynastyinChina,anditiswidelyspreadinChina.“RedBeans”isregardedasasymbolofemotionandistranslatedas“Theseedoflove”inEnglish.HongduofJiangsuGroupsawthepotentialculturalvalueandwide-rangingpopularityof“redbeans”,andsubtlynamedthecompanyanditsproductsas“RedBeans”,whichattractedmanyconsumersathomeandabroadwithitsrichculturalconnotation.ThebrandnameofNestle,theworld’slargestfoodcompany,isabird’snest,asymbolof“nurturing,comfort,andreliance”.BecausethenameNestisthesamerootasthenameofitsinventor(HenriNestle),itsChinesebrandistranslatedas“Nestle”.Infact,themeaningofnestleinEnglishis“comforttosettledown”and“dependency”.2.1.2MutualBalanceBetweenChineseandWesternCultureOnthisbasis,theflexibleprocessingoftranslationhassuccessfullycreatedsuchtranslationsasSprite,Sony,andLux,whichhavecertainculturalconnotationsandmeaningfulmeanings.SpriteinChinesemeans“elf,littlemonster”,whichiscompletelydifferentfromtheimageinWesternculture.Therefore,ifyoutranslateitdirectly,thiskindofdrinkmaynotbesoldtoChinesechildren,but“雪碧”isfavourable.“雪碧”anditsadvertisingword“JingjingLiang”makepeoplefeelcool.UnderstandingthedifferencesbetweenChineseandWesternculturescanavoidtheembarrassmentcausedbyculturaldifferences.Likewise,awell-knownChinesewashingmachinebrand,“水仙”andanothercosmeticsbrand,“芳芳”,bothshouldavoidbeingtranslatedliterally.Becausenarcissus,theEnglishequivalentof“水仙”hasanadditionalmeaningof“narcissism”fromGreekmythology.Andif“芳芳”istransliteratedas“Fangfang”,itwillnotonlyhavenosenseofbeauty,butwillalsomakeWesternconsumersthinkof“fangs”,i.e.canineteeth.Consumerswillnotlikelytobuygoodsofthesebrands.Contrarily,“Sony”istakenfromtheEnglishwordsonny,meaning“l(fā)ittleguy,baby”,beingkindandcatchy.Therefore,thisbrandisquitepopularinEuropeanandAmericanmarkets.Atthesametime,theLatinword“Lux”means“sunshine”,whichisreminiscentof“sunshine”and“healthyskincolor”,andLuxisinthefontofluck,luxury.Itsbeautyisobvious.2.1.3AuspiciousImpliedMeaningInadditiontothecharacteristicsofthegoods,atranslatednamealsoconveysa“goodintention”toattractconsumerstopurchase.AmajorfeatureofChinesecultureishappiness.Chinesepeoplepayattentionto“familyjoy”,“familyhappiness”,“contentment”,andbelieve“ifyouhaveagoodname,youwillhaveagoodfate.Ifyoutakeabadname,youwillhaveamisfortune”.Chinesepeopleliketouseluckywordstoexpressastrong“l(fā)anguagefantasy”.Theso-called“l(fā)anguagefantasy”referstopinningacertainwillontheenvironmentthatluckywordsbuild.Therefore,thisfeatureofChineseisfullyreflectedinthetranslationofimportedgoods,suchas“百事可樂”(PepsiCola),“宮紳”(Virtue),“樂凱”(Lucky),“富士達(dá)”(Foster)andsoon.Anotherexampleisthe“IKEA”,eveninSweden,fewpeopleknowwhatitmeans.InChina,itistranslatedas“宜家”.Itgivesawonderfulmeaningof“IKEA”,andwhenpeoplesee“IKEA”,theywillthinkofabeautifulandwarmhome.Thetranslationofthesebrandsalsoachievescommercialpurposeswhileconveyingaestheticstoconsumers.TakingtheE-CtranslationofWesternbrandsasanexample,itanalyzesindetailsfromthreeaspects:aesthetics,traditionalculturalvaluesandculturalimplication.WhentheyaretranslatedintoChinese,twoorthreecharactersareused,becausethisexpressionconformstotheChinesehabitsandphonologicalaestheticpsychology.ThenamesoftraditionalChinesebrandsaremostlycomposedofthreecharacters,suchas“Tongrentang(同仁堂)”,“DaoXiangcun(稻香村)”and“Quanjude(全聚德)”.Therefore,theAmericanbeerBudweiseristranslatedas“百威”,theworldfamouschainfastfoodrestaurantMcDonald’sistranslatedas“麥當(dāng)勞”,“Hewlett-Packard”istranslatedas“惠普”,“Head&Shoulders”istranslatedas“海飛絲”,theGermanluxurycarMercedesBenzistranslatedas“奔馳”AllofthesecreateasimpleimagewhichisinlinewiththeChinesepeople’saesthetichabits.2.2PsychologicalFactorsInChina,weprefergoodluck.Thatistosay,ifabrandhasanimpressivename,twicetheresultwithhalftheeffort.Ifthenameistoobold,itwillgreatlyreducetheeffectofbrands.Howtoplayabrandnamethatcannotonlyattractconsumers’attentionbutalsoreducethenegativeimpactisanimportantpartofabrandwork.2.2.1AttractivenesstoTargetCustomersMostcosmeticsandmakeupconsumersareyoungwomen.Consideringthepsychologicalcharacteristicsofyoungwomen,someinternationallyrenownedbrandshaveadoptedfeminize,andselectedbeautifulwordssuchas“妮,雅,芳,倩,蘭,婷,嬌(Ni,Ya,Fang,Qian,Lan,Ting,Jiao)”tocaterforChinesewomen,Forexample,Lancome(蘭蔻),EsteeLauder(雅詩蘭黛),Opera(娥佩蘭),CLARINS(嬌韻詩),Guerlain(嬌蘭),Avon(雅芳),thesebeautifulbrandnametranslationsattractfashion-lovingbeauties.2.2.2AvoidanceofNegativeEffectIntranslation,itisgenerallynecessarytousemeaningfulwords,toavoidconflictswithothercountries’cultureorunpleasantassociations.ThereisakindofperfumeinEnglishcalled“Poison”,anditistranslatedasBaiaishen(百愛神)muchbetterthantheoriginalname.The“鴉片”perfume“Opium”rankedfifthintheworld,istranslatedas“Apian(阿片)”,alsotoavoidthetranslationinChinesethatisdisgustingtoChinesepeople.Thebrandnamessuchas“Poison”and“Opium”havebeenacceptedbymanypeopleandappearpubliclyonthelabel.“Opium”asthenameoftheperfumeimpliesthatitisan“addictivething”,whichisthecoreideathemanufacturerwantstoconvey.Despitethis,translationsuchas“鴉片”and“毒藥”arenotacceptable.2.3AestheticFactorsInthisnationalera,ourcountryhasmanyforeignbrands.WehavealotofChineseideasaboutthesebrandnames.Justlikeourowncountry’sbrandnames,wepaymoreattentionto“rhythmbeauty”and“associationbeauty”.RhythmisawayforpeopletoexperienceChinesetraditionalculture,andassociationisagoodwayforpeopletorememberthebrandmorequickly.Let'slookatthemindifferentwaysofPhonological,associativebeauty.2.3.1PhonologicalBeautyExcellenttransliteratedbrandnamesallbenefitfromthe“phonologicalbeauty”.Theso-called“phonologicalbeauty”meansthatthepronunciationofthetranslationoftheproductisloud,andtherhythmisclearandfullofmusicality,givingpeopleasenseofcomfort.TheEnglishnamecanmakefulluseofdoublevowelsandlongvowelswithloudopeningandloudpronunciation,suchasDabao(大寶),Haier(海爾),VIVO(維沃),OPPLE(歐普).Meanwhile,theChinesetranslationcouldalsomakeuseoftheloudvowelssyllables,like“耐克”(NIKE),“夏普”(Sharp),“派克”(Parker),etc.Inaddition,alliterationcanbeusedinE-Cbrandnametranslation,forexample,“可口可樂”(Coca-Cola),“可伶可俐”(Clean&Clear)and“高樂高”(ColaCao).2.3.2AssociativeBeautyInadditiontohavinga“phonologicalbeauty”,anoutstandingbrandnametranslationshouldalsohaveawonderfulassociativebeauty.Theassociativebeautyorpoeticimaginarybeautyoftheproductnamemeansthatthenameofthecommoditycontainstheconnotationofthenamethroughtheassociativemeaningofthewords,andthecombinationembodiesacertainartisticconception,whichenablespeopletoproducerichandbeautifulassociations,arousespeople’sdesireforthegoods.Atranslatednamewithabeautifulassociationisrelevanttothemarketpositioningandculturalcharacteristicsofthecommodity.Forexample,twoshampoobrands,“海飛絲”(Head&Shoulders)and“飄柔”(Rejoice)remindpeopleaboutelegantandsilkyhair.Also,“捷”inanothercarbrand,“捷達(dá)”(Jetta),meansquick,and“達(dá)”meansreaching.Thisisaperfectcombinationoftheproductthatthetranslatednamerepresents.Anothercarbrandtranslation“奔馳”(Benz)issimilartothisway.ChapterThreeTheEmbodimentofDomesticationandForeignizationStrategiesinBrandNameTranslationAsahelpfulmarketingway,thetranslationofbrandnameisveryimportantfortheopening-upglobalmarket.Asuccessfultranslationcanhelptheproducttoopenupthemarketquickly,whileafailedtranslationwillseriouslyaffecttheproductsalesandmakethemanufacturersufferlosses.Intheprocessofbrandnametranslation,whichtranslationstrategyshouldbeusedmore?HowcantranslatorsgraspthedifferencesbetweenforeigncultureandChineseculture,orchooseappropriatelanguagetoexpresstheuniqueconnotationofbrandname?Allofthesewillbediscussedinthefollowingpart.

3.1TheEmbodimentofForeignizationWhentranslatingbrandnames,weshouldacceptthatthelanguageandculturalfeaturesofforeignlanguagetexts,andbringreadersintoforeignenvironment.Thiskindofexoticismintheoriginalworkspreservedthroughforeignizationwillbringgreatsatisfactiontothereadersinspirit.Let’sseewhatmethodsareusedunderthestrategyofforeignization.3.1.1TransliterationThetransliterationmethodisbasedontheinternationalpronunciationofthebrandwordsofthesourcelanguage,andistranslatedwiththecorrespondingtargetlanguage.Thistranslationmethodcanbetterconveytheculturalconnotationofbrands,preservethebeautyofthephonologyofthesourcelanguage,andreflecttheexoticflavoroftheoriginalbrand.Foreigncarsthataregenerallynamedafterpeoplenames,places,orlegendscanusethismethod.Forexample,“林肯”(Lincoln)istocommemoratethegreatestpresidentinthehistoryoftheUnitedStates,AbrahamLincoln.“福特”(Ford)isnamedafterHenryFord,oneofthefoundersofFordMotorCompanyintheUnitedStates.“沃爾沃”(Volvo)means“rollingforward.”Atpresent,theChinesenameisunifiedas“沃爾沃”,andinthepasttherewasaChinesenameof“富豪”.“沃爾沃”isdirectlytransliteratedfromVolvo.Itispleasingtous,justaswehear“wowo”candy,thetwo“沃”charactersarethesame,andtherepeatedstructureofthesamesyllableformsadoublesound.ThistechniqueisoftenusedinancientChinesepoetrytocreateamusicalaestheticimage.Similarly,theAmericancarChrysler(克萊斯勒),alsoisnamedafterthefounderWalterChrysler;JapanesecarMazda(馬自達(dá)),isnamedafterthegodofcivilizationwhocreatedironandvehicles,“AhuraMazda”,frommythology;andAstonMartin,isnamedafterthefounder’snameandthenameoffoundingplace.Similartranslationsinclude:Porsche(保時捷),Cadillac(卡迪拉克),Skoda(斯柯達(dá)),Lamborghini(蘭博基尼),Ferrari(法拉利),Alfa-Remeo(阿爾法·羅密歐),Maserati(瑪莎拉蒂),Rolls-Royce(勞斯萊斯),Bentley(賓利),Buick(別克),Maybach(邁巴赫),andsoon.Suchbrandtranslationsareendless.AsfarasIknow,about50%offoreigncarbrandtranslationsusetransliteration.Sincemanywell-knownforeigndesignersaremostlyItaliansandFrenchmen,theyliketonametheirbrandsaftertheirownnames.Forsuchclothingbrands,transliterationshouldbeadopted.Thegoalistoconveythisinformationforoverseasbrands,tofullyconveytheirexoticcharacteristics,makingthemlookfreshanduniqueandeye-catching.Forexample,Ferragamo(菲拉格慕)wasfoundedbyItaliandesignerSalvatoreFerragamo;LouisVuitton(路易威登),aFrenchluxurybrandcreatedbythelittlecarpenterLouisVuitton.Moschino(莫斯奇諾)wasfoundedbytheItaliandesignerFrancoMoschino.Valentino(華倫天奴)wasfoundedbyItaliandesignerValentinoGaravani.Thesetranslatednamesnotonlyusethefour-characterformatthattheChineseliketohear,butalsoselectChinesecharactersthataresimilarinpronunciation.Theyskillfullycombineleveltone,risingtoneandfallingtone,withvocalvarietyandbeingcatchy.Atfirstglance,theWesternflavorisfull,highlightingthedifferencewithhomebrands.3.1.2LiteralTranslationLiteraltranslationisthewaybywhichthesourcewordsisdirectlytranslatedintoChineseaccordingtotheliteralmeaningofthesourcewords.Becausetheoriginalmeaningispreserved,thesourcenameinformationandemotioncanbeaccuratelyconveyed.Iftheoriginalbrandnamehasagoodandelegantmeaning,thetranslatednamecanbetterexpresstheoriginalmeaning,hasthesamepromotioneffectastheoriginalbrandnamedoes.Forexample,“Crown”fromToyotacompanyistranslatedas“皇冠”.BoththeEnglishnameandtheChinesetranslationnamereflecttheroyalstyleofthecar.Theluxuriousstyle“Sunny”(陽光),togethe