Similarity in spirit is very important when translating advertisement. Natural, fine and unique trademarks not only leave a deep impression on customers, but also persuade them to buy the products. Therefore it is not easy to translate even trademarks from a language to another. Different nation has different characteristics and its culture, so translation of trademarks is also a process of recreation which requires translators to be free from concepts and try to be more innovating. The following will discuss how to translate trademarks in four aspects from the point of the current markets.
- Paying attention to the national mentality and grasping the associate meaning.
According to the traditional customs, many trademarks are named by birds, animals such as Panda, Seagull. However, for the same animal, different nations would have different feeling about it. For example, “龙” in Chinese is the symbol of authority, happiness and strength, and many products are named by it. But in English culture, dragon is symbol of evil. Therefore, it is not suitable to simple translate “龙”into “dragon”. Obvious, this will make English readers have different feeling and make the trademarks lose its meaning.
- Being familiar with the national conditions of the brands and giving consideration of national color
The exported goods is a window that shows national culture to another country, so translation of trademarks should give consideration to it and try to keep its national color. For example, many of our goods are name in mountains and rivers of our country. Many objects are familiar by English readers, such as Chinese Gong Fu. Such kind of translation is not only easily accepted by English readers but also full of exotic atmosphere.
- Combining with the ways of transliteration and paraphrase and expressing the meaning of advertisements in a funny way
Transliteration is one of the ways to translate trademarks. Such as Stone（四通）Star（实达）, Lucky（乐凯）and etc.
Combining with the ways of transliteration and paraphrase to translate trademarks is very effective. A typical example is Colgate（高露洁）that gives consideration to the similarity of the rhyme as well as its meaning “clean”, thus exerting a very expressive result on the toothpaste.
- Compact structure and natural style
Novelty and visibility of trademarks will make readers never forget. But because of different culture of two languages, a literal translation of a compact and impressive Chinese trademark into English often appears to be redundant and wordy, which will negatively influence the effect of publicity.
Translation of trademarks should try to be simple, easy to understand, and avoid confusing readers. A good translation of trademark will help goods build good international image and reflect the national quality and features at large.