1.Transliteration transliteration, i.e. translate the sound in the trade mark of original language into a translation law of pronouncing the similar or the same purpose language, can be divided into two kinds of harmonious transliteration of pure transliteration. Pure transliteration is called direct transliteration too, i.e. according to the pronunciation of the trade mark word of foreign language, Chinese characters choosing the pronunciation to be the same or close are put together, often there is not any meaning in Chinese in these phrases. The harmonious sounds that pure transliteration has kept the trade mark of original text are beautiful and calling the function such as Motorola Motorola (mobile phone), Sony Sony (color TV), Kodak Kodak (film). Partials translate law claim partials having a double meaning law too, choose, can evoke bright partials vocabulary or phrase of Lenovo, consumer of Chinese, when translation. Because Chinese character have a lot of unisonance different justice word, so can choose, pronounce loud since while translating, artistic conception beautiful word behave. Arche translates into " Ya Qian ", Pantene and translates into " Pan Ting ", the ones that have kept the original sound syllable are loud, the goods characteristic of the ones that selected beautiful Chinese characters which displayed women such as " Qian ", " graceful ",etc. for use at the same time and stressed the cosmetics even more.
2.Paraphase paraphase, translate impressive strength meaning the same or similar purpose translation law of language according to original language actual meaning of word of trade mark. " free translation " here is different from " free translation " (free translation) opposite to " literal translation " (1iteral translation). Free translation of trade mark make original meaning of trade mark with translate, enter language say just, including literal translation and innovative translation law. Literal translation mean that transmits the semanteme translation method of the original text, the faithful meaning to the trade mark of original text of this law directly, but often confine to all implying the graceful trade mark in the original language and language of translating. If the allusion quatation publishes and obtains the fairy tale drama BIueBi rd of Nobel Prize for literature in the English trade mark Blue Bird (car name), Blue Bird in the drama symbolizes the happiness. And translate beautiful Lenovo that " Blue Bird " has stimulated the consumers of our country in Chinese, " Blue Bird " is " Qingniao Co. ". Consumers will associate it with Li Shangying's verse in the Tang Dynasty soon: " fluffy mountain this go, have many way, Qingniao Co. solicitous for visit ", Qingniao Co. Peng Lai envoy of fairyland, so the translation of " Blue Bird " is the literal translation.
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