ator 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 “耐克”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 “必胜客”. 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 “比萨饼”is a better name . At least it is more practical. “比萨”is the transliteration of “Pizza”. “饼”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 traditionIn 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 “名不正则言不顺，言不顺则事不成” 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...
