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Translation Strategies From Target Culture Perspective: An Analysis of English and Chinese Brands Names
Translation Strategies From Target Culture Perspective: An Analysis of English and Chinese Brands Names
Cite this article as: Shi, H. (2017). Translation Strategies from Target Culture Perspective: An Analysis of
English and Chinese Brands Names. International Journal of English Language & Translation Studies. 5(1),
15-22.
Page | 16
Translation Strategies from Target Culture Perspective: An Analysis of English.. Shi, Hong.
that reflects what they think and feel about Skopostheorie is the core theory of
a product---how they value it” (Wells, functionalism, which is a broad term for
Burnett & Moriarty, 1999, p. 262). The various theories focusing on the function or
criteria for ideal brand names are functions of texts. In functionalism,
memorable, distinctive, and positive and Halliday’s Systemic-Functional Grammar
preferably suggestive of product attributes is a sociologically oriented functional
(Keller, 1998). Thus, the translated brand linguistic approach. He believes that
names also should conform to these criteria. language is what it is because it has to serve
The receptors of the brand names in the certain functions. In other words, social
receptors language should respond to it in demand on language has helped to shape its
substantially the same manner as the structure. Language is a means of social
receptors of the brand names in the source interaction. “Language system and forms
language. The message produced by the are determined by uses or functions which
translator should be interpretable and they serve” (Zhuanglin, 2006, p.307).
acceptable in the target language and Systemic Functional theory views language
culture. The traditional principles of fidelity as a social semiotic which is a resource
and equivalence might be not applicable to people use to accomplish their purposes by
brand names translation due to its expressing meanings in context. In
flexibility. Skopostheorie, to translate means to
The investigations have developed produce a text in a target setting for a target
from the total literal translation or purpose and target addressees in target
transliteration to applying the systematical circumstances. The text is to fulfill the
translation theories, among which expectations and needs of target audience.
“dynamic-equivalence translation” is an A translator should accomplish translation
important one proposed by Nida. It is with such purpose in mind. There are three
defined by Nida as “the closest natural rules for Skopostheorie: Skopos rule,
equivalent to the source-language message” coherence rule and fidelity rule. The last
in both meaning and style (Nord, 2001, p.7). two are subordinate to the first one and a
However, Nord (2001) considers translational action is determined by its
“equivalence” as “a static, result-oriented Skopos (purposes). Vermeer explains
concept” (p. 35). Skopos rule as follows:
The Skopostheorie is an approach to “Translate/interpret/speak/write in a way
translation which was put forward by Hans that enables your text/translation to function
Vermeer and developed in Germany in the in the situation in which it is used and with
late 1970s, which is a more functionally and the people who want to use it and precisely
socioculturally oriented concept of in the way they want it to function” (Nord,
translation. Vermeer, in opposite to the 2001, p. 29).
source-text centered linguistic translation With this in mind, the source text
theory, defined translation as a purposeful serves as one of various information sources
human activity that takes place in a given used by translators, and the way a target text
situation and made a breakthrough by intended to be received basically
putting forward his famous Skopostheorie determines which translation strategy is the
which is regarded as the landmark of most suitable one. In other words,
functional translation. The word “Skopos” translation strategy is determined by the
means the purpose of the translation. It is a intended function of the target text, which
theory of culture to explain the “specificity may not be same as that of the source text.
of communicative situations and the The target text could assume a different
relationship between verbalized and non- sociolinguistic and pragmatic significance
verbalized situational elements” (Nord, in a different sociocultural context.
2001, p.12). In the 1980s, translation was Translation is guided by a purpose, but the
increasingly conceptualized as cultural meaning is not fixed or static because of
transfer rather than a linguistic operation. different receivers would assign different
Translation is appreciated as “socially- meanings to the source text. Nord (2001)
enacted communicative practices, which is claims that, “a ‘text’ can be as many texts as
oriented towards the function of the target there are receivers” (p.31).
text” (Snell-Hornby, 2001, p.46). A successful translation seems
Considering translation as one type of social coherent to the target reader’s situation and
action, Vermeer believes that translation is is a functionally and communicatively
produced for particular recipients with adequate target text, otherwise, it is not an
specific purpose(s) in a given situation adequate one judged by the functionalist
(Skopos). theory. No source text has only one correct
International Journal of English Language & Translation Studies (www.eltsjournal.org ) ISSN:2308-5460
Volume: 05 Issue: 01 January-March, 2017
Page | 17
International Journal of English Language & Translation Studies (www.eltsjournal.org) ISSN:2308-5460
Volume: 05 Issue: 01 January-March, 2017
American market it is translated into that people ascribe to the product. For
“Continental” in order to give the American example, the brand image of Hershey’s is
a sense of speeding and freedom, but in associated with not only chocolate itself but
China it is translated as “马牌” (Ma Pai). “ also the brown package, the lettering of the
马” (Ma) in Chinese means “horse” and it name, and the values conveyed by its
used to be an important load-carrying current slogan “There’s a smile in every
livestock in the past in China. Chinese Hershey’s Bar”. Thus, a successful brand
people once relied on it and considered it as name and its translation should retain the
the treasure. essence of the original text as well as
Therefore, cultural factors are conform to customer’s psychology
important to consider in brand names simultaneously. Brand names have the
translation. If the original brand name has a advertising nature and as soon as the
similar positive meaning or cultural product enters a market, the brand name
connotation in the target language, then should immediately attract its target
literal translation may be a choice, such as consumers, for instance, Chinese customers
Peony, Panda, but as is known, “dragon” in can easily recognize “Pampers”. It is
English and in Chinese once had very translated as “帮宝适” (Bang Bao Shi), and
different connotations. Chinese have a “Bang” means “help”, “Bao” means
traditional preference for this animal “baby”, and “Shi” means “comfortable”,
because the image of dragon has already showing that this product is helpful for
been embedded in their mind, and it is babies and mothers. Customers can easily
considered sacred, as the symbol of power, understand that the product is for babies and
and has been referred as the ancestor of the likely to be helpful for babies’ health. A
Chinese nation. In English brand names similar one is “Johnson & Johnson”. The
translation the translator could make full brand name comes from a person name with
use of it to appeal Chinese customers. no original positive meaning, but its
Besides, Chinese people prefer characters Chinese translated name “ 强 生 ” (Qiang
that contain favorable meanings like luck, Sheng) means “strengthening the life”,
happiness, success, beauty, elegance, which is very socially desirable and
preciousness, beneficial, healthy, capable. acceptable in China. “Dove” is not only a
It is suggested that brand translations brand name of chocolate but also of soap,
conform to the mentality of Chinese however, the features of two totally
consumers. “Coca Cola” is very popular in different items can be seen from the
Chinese market because it has a Chinese different translated names. As chocolate, it
name “可口可乐” (Ke Kou Ke Le), which is translated as “德芙” (De Fu) while as a
sounds like the original name. The name is soap translated into “多芬” (Duo Fen). The
easy to read and remember. Besides, “可口 first one seems to give customers a sign of
” (Ke Kou) in Chinese means “tasty”. good scent and taste. The second one has
“Cola” translated into “ 可 乐 ” (Ke Le) associations with flowers, smelling sweet
means “happiness”, which conform to the and feeling comfortable. If the two
psychology of Chinese who have a deep translated names are exchanged, the
love for a lucky name. Chinese people purpose of translation will be hard to
always attach importance to the name’s achieve and the products will not be so
meaning and usually try best to get a good popular in Chinese consumers. The brand
name that contains many positive name aims for bringing consumer’s
meanings. A similar example is “Pepsi”, attention, satisfying consumer’s demand,
and its Chinese name is “Bai Shi Ke Le”, stimulating consumer’s purchase desire,
which means “make you happy in all and finally serving with the purchase
matters”. The good sales record indicates behavior, in order to achieve these purposes
that the translation method is the best to different translation methods have been
conform to the target culture. used according to different situations.
A brand name has both 5.1 Literal Translation
physical and psychological dimensions. Literal translation for brand names can
The physical dimension is made up of the convey the original information of the
physical characteristics of the product itself product. Although it is not feasible for every
and the design of the package or logo---the brand name, literal translation still has its
letters, shapes, art, and colors that are used place in some foreign brands. In order to be
to define the graphics of the image. In able to apply this method to the translation,
contrast, the psychological side includes the the original brand name should be notional
emotions, beliefs, values, and personalities words. For example, the translation of
International Journal of English Language & Translation Studies (www.eltsjournal.org ) ISSN:2308-5460
Volume: 05 Issue: 01 January-March, 2017
Page | 19
International Journal of English Language & Translation Studies (www.eltsjournal.org) ISSN:2308-5460
Volume: 05 Issue: 01 January-March, 2017
Cite this article as: Shi, H. (2017). Translation Strategies from Target Culture Perspective: An Analysis of
English and Chinese Brands Names. International Journal of English Language & Translation Studies. 5(1),
15-22.
Page | 22