The Translated Term And Culture

.. t translated term comes from the combination of sound and meaning 2.1.1 What is the combination of sound and meaning? Since Chinese is the most meaningful language in the word, when our Chinese translator does this kind of translation, we have our unique method. That is to say, we don’t do it all by the traditional methods.(transliteration or free translation). Sometimes if we do it by giving consideration to both sound and meaning, we can get an unexpected effect. That means the pronunciation of the translated name is the partial tone of the original sound, not strictly the same to the original.

This method can give us a bigger space to take advantage of the multivalent messages of the Chinese. The translated terms getting from this kind of method are always very vivid, lively, distinctive, fresh and striking. Since they have practical meaning, they can arouse the consumptive desire of the consumer. They also can give the consumers a lot of imaginations of the products and it is convenient for the consumer to remember the products. Thereby this adapts the requirement of the commercial world.

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2.1.2 Analyse from “cola-cola” 2.1.2.1 How “coca-cola” reaches the pecfect combination of sound and meaning All the people in China know the beverage “????”. It is translated from its English name “Coca-cola”. According to the “compendious British encyclopedia” its accurate Chinese translated term is “??”. “Coca” is belong to the coca section’s frutex in tropic. Now they are grown in Africa , south America, south-east Asia and China Tibet. Its leaves are the raw material of cocaine.

Translation, naming often can bring some unexpected effects to itself of the object. “coca” once was regarded as the hallowed grass by the Indian autochthonism. But it was translated as “??” by the Chinese, then it become one kind of poisonous grass. That is because nowadays one of the main drug cocaine is extracted from the leaf of the coca. However, what is fantastic is that when we change another translation method, and “??” becomes “??”, and when it is conjoined with “cola”(??), it soon becomes one of the best words of expression “????”, Since it is vivid and can exactly express the idea, it is accepted by the Chinese very soon.Why “????” is a perfect translated term? That is because it vividly embodies the fresh, delighted feeling of this beverage. The most obivious feeling it gives the consumers is that it is not only “??” but also “??”. The translated term itself can sharp people’s appetite.

It really has “the feeling that can’t reject”.(message of coca-cola) Maybe just because of this, “????” has become the pronoun of the beverage in China. in Japan, “Coca-cola” is translated into????. However this name can not recall any imagination in Japanese. It is all by memory that today Japanese people can remember this name. If we understand the consciousness of we Chinese in choosing names, it is not hard for us to understand why we give Coca Cola a Chinese name ????. In pronunciation, ???? is not identical to Coca Cola,even can’t compare with ????.

However, in meaning, the comfortable and salubrious feeling that ???? brings people is what ???? can’t reach. ???? is closer to the fumet of Coca Cola. There is another successful translation example of this kind, that is “?? “. It also a product from “coca cola” company. “??” is the translated Chinese name of “Sprite”.

It is also an excellent translated name. The pronunciation is close to the original sound. The content is mainly about feeling. “?”is cool, and “?” is green. The name is abbreviated and striking.

In a very hot summer, only seeing the two words “??” surely we will have the feeling of “???,??& #20937;” ,and it really make people be envious and thirsty. Let’s take the famous American sports shoes “NIKE” as example, its phonetic symbol is [Naiki:]. The original meaning is the triumphant goddess in the fairy tale of ancient Greek. If we translate it strictly according to the phonetic symbol, it should be translated to “??”or “??”and so on. To the Chinese, it is hard for them to understand what does it mean. So when the translator translates this name, what he think should not only the imitation of its phonetic effects, he should also take consideration to the durable feature of the sport shoes.

So the name “??”comes forth. It includes the meaning of sturdy and durable. Also it has the meaning of conquering the enemy. At it happens to have the same meaning with the goddess of ancient Greek. “Pizza nut” now is translated into “???”.

This tranlated name has nothing to do with the fast food. And it loses the familiarity and kindness of the food to the Chinese customer. Someone said that “???”is a better name . At least it is more practical. “??”is the transliteration of “Pizza”.

“?”is to describe the kind of the food. What is more, it can recall the imagination of the beautiful Italian sight leaning tower of Pisa. 2.1.2.2 The centuries-old culture tradition In English, Coca-cola doesn’t has so many meaning and imagination to English speaking natives as Chinese. I think that is the culture difference. From this, we can see at least two things that Chinese culture different from western culture. In ancient time, Confucious, the representative of Confucianism, pointed the importance of choosing the best name.

The famous Chinese logion “??????& #39034;,???? 0107;??” comes from his work “the Analects”. That means a good name can always make things easy to go. In Qing dynasty, when minister Lihongzhang was sent to Russia on a diplomatic event, he asked his translator to translate some daily used vocabulary into Chinese which is almost the same pronunciation to the original sounds,and it has some practical meaning in Chinese. So that it is convenient for him to remember it. From this, we can see that from ancient China, our ancestors already like the names which are significant in meaning and can enlighten the association.

They were singularly prudential in diction. They want the choosing name which are perfect both in the meaning and pronunciation. That is why we have stories which is about some very famous writers or poets always spend several days even years just for a word. 2.1.3 The language imagination exist in our Chinese From another angel, we can find that we Chinese people exist language imagination. Originally, all people has this kind of feeling. However, it is especially obvious to our Chinese.

We particularly like to say lucky words. In China, if not given or formed by nature, most of us like to choose the words that can include all the good wishes as the name of people’s name, place name, street name, mountain or river name, courtyard name, commodity or trademark name and so on. The biggest electronic instrument and small computer company Hewlett-Packard Co. is founded by W.Hewlett and D.Packard. This name is combined the names of the two founders.

In a very long time, according to the transliteration,”???-?????”is used as the in the main land of China. In recent years, it was substituted by another name “??”,which are popular in Hongkong and Tibet. That is because “?” and “?” are the lucky words in chinese. When we Chinese people see this name , the imagination of “????”is obviously emerged. It is clearly that this name is better that the former one, which is hard to remember and does not have any practical meaning connected to company.

When Mrzhen, a famous entrepreneur in Hongkong, was starting an undertaking, he produced a kind of necktie “Gold Lion”. According to literal translation, the accurate Chinese name is “??”. Then Mrzhen adopted this name at first. However, the sells in China is very bad. And he asked for help to a famous friend in commercial circle. This friend told him that the quality of his necktie is pretty good, but the Chinese name is not suitable.

At first, Mrzhen didn’t believe it. He refuted that lion is the king of the beast. And gold is also very peculiar material. Why it was a failure? His friend told him that the homophonic word of “??” in Chinese is “??”. It is not a lucky name to Chinese.

Mrzhen was deeply inspired by his friend’s words. He thought over and over, and finally, he give his necktie a new Chinese name “???”. This new translated name include not only the free translation, “?”(gold), but also the homophonic translation,”??”(lion) . This name has both the meaning of riches ,honor(?) and lucky(??). It gives our Chinese great language imagination.

And it soon became the worldwide famous brand . 2.2. Some examples of the perfect translated term With the reformation and open to the world, many world famous brands come to us. It is not hard for we to notice that many foreign products are translated into Chinese with lucky words. In the following part, I will give a form to enumerate as many this kinds of commodities as I can.

From them we can see that “????” is just a member of this big family. English Essays.