of translation. One lipstick in China named “芳芳”in Chinese ,this name is really very beautiful when we see these two words “芳芳”. It is the beautiful association rised from the heart. It seems that we not only meet a pretty girl, but also smell the flavor from her. However, when this trademark translated to English in transliteration like “fangfang”, it will give the English readers a kind of horrible feeling. Because “fang” is also a English word, the word meaning is (!) along,sharp-tooth of a dog; (2) a snake, a poison-tooth. So what “fangfang” give them is not the image of a pretty girl. On the contrary, it give the English natives the image of a horrible dog or a poisonous snake.1.3.2 Respect national psychologyTry to respect the national psychology of the corresponding countries. For example, most western people prefer to gettting a slim stature. So if the tradeamark has any hints that the consumer are too fat, surely the user will not buy them just for the sake of peacockery. And these kind of product obviously will not get good market. “藕粉” produced in West Lake in Hangzhou is a famous nutrious food. All the Chinese offsprings know that it had been used as tribute to the emperor. But seldom foreigners know it. When this food is exported to foreign countries with the translated name “lotus root starch”, still many people don’t want to buy. This translated term is gotten from the authoritative Chinese to English dictionary. Why? The reason is that many western are afraid of getting fat. At the same time, it is easy to get fat when people eat too much “starch”. So in order to ingratiate the psychology of the consumer, later ,the translator changed “starch” into “powder” or “pudding”. And the buyers obviously added.Almost the same example, “ů...
