erefore, as a trademark ,it is better not have any involvement to do with political event and title. For the sake of this situation, “white bear” is more suitable to choose as the trademark of “白熊” than “polar bear”.II the translation of the imported commoditiesNow our country is open to the world, and the trade exchange is becoming more and more frequent. So many feoreign products have come into our Chinese market. Why some commodities have good market and bright future, and some others are not so optimistical. I think the quality of the translation of the trademark is a very important factor.In the next part, I will take “可口可乐” as example, and analyse why some translated trademarks are successful and some are unseccessful. 2.1. A perfect translated term comes from the combination of sound and meaning2.1.1 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. 2.1.2 Analyse from ...
