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usually adopt paraphrase. This skill emphasizes on the pragmatic equivalence of the languages in translating brand names (Kang Qiang, 2013: 114). For example: “Blue Bird”── “蓝鸟”; “Apple”── “苹果”.
3. Complementary Translation
Complementary translation is a combined way. Homophone and meaning are the basis of complementary translation. As a result, it is not only similar in pronunciation but also in meaning. A large number of brand names are coined English which contains original country’s culture. Under this situation, most translators choose transliteration with paraphrase to rename brand names. Hence, this kind of translation is the most popular. For example: “Mickey Mouse”── “米老鼠”; “Revlon”── “露华浓”. 4. Innovative Translation
Innovative translation is a bold way to translate foreign brand names. It breaks the traditional leash of pronunciation and meaning. Sometimes some foreign brand names cannot express its purpose through pronunciation, meaning or combined way when translated into target language. On this occasion, innovative translation can play its role. For example: “Rejoice”── “飘柔”; “Sprite”── “雪碧”.
5. Partial or No Translation
Only when the foreign brand names cannot be translated naturally by all above methods can partial or no translation be used. For example: “Remy Martin X.O.”── “人头马X.O.” (partial translation). “Remy Martin X.O.” is named after its founder’s name. Translators rename “Remy Martin” as “人头马” according to transliteration, but they do not translate “X.O.” into Chinese. “IBM”── “IBM” (no translation).
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III. Cultural Differences
A. An Introduction to Chinese and American Culture
Culture is an accumulation of knowledge, experience, beliefs, values, attitudes to life, thinking modes, the structure of social class, religion, the concept of time and space, cosmology and material wealth (周剑波, 北竹, 2005: 89). Cultures are different on account of varied geography and topography, climate and weather, nature ecology, historical background, customs and so on.
China and the United States differ in many ways including different thinking modes, language customs and values, morality, laws, customs and so on which will directly affect the choice of brand name translation strategies between the two countries.
B. Cultural Differences Between China and America
1. Thinking Modes
Throughout human cultural phenomenon, the way of thinking plays an important role, which is a major source of the formation of national cultural differences. Chinese thinking modes are intuitive, integrated and holistic. They consider things in a concrete and round way, which is a visual and emotional thinking style. On the other hand, Americans formed the inertial analysis and logical thinking. Everything is considered from the local to the whole, from the particular to the general, which is an analytic and logical style. Chinese are affected by Confucianism. They like emphasizing benevolence, morality, faith, loyalty and public benefit reflected in collectivism while the United States pays more attention to individuality. 2. Language Customs
China and the United States are also different in language customs. Chinese language and American language have fundamentally different structure with parallel development. People in the two countries also express themselves in different ways.
Target consumers’ preference for foreign brand names is determined by their language systems (Kum & Lee, 2011: 600). China is a nation advocating connotation, especially their expression for
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love. Communication ways of Americans are clear and direct, especially when they pursue their love. 3. Values
Values are the core of the whole cultural system. The United States stresses freedom while Chinese focuses on family culture. Americans idolize individualism and place higher value on self-reliance. They like to be inventive, unconventional and unique. When they pursue personal enjoyment and free development, Americans emphasize self-actualization and self-progress. Chinese people advocate the interests of family, community and nation. Each person’s words and behaviors must be in strict compliance with the rules defined by human relations. They place higher value on group cooperation and individual modesty. Therefore, they develop a kind of personality of connotation and thrift.
C. Cultural Differences and Brand Name Translation
When translating brand names, translators must obey one rule: if you fail to review what your
brand is saying to a foreign market, you may wish you stayed home (Young, 2010: 34).Translation reflects culture, which is by no means a non-verbal behavior and is deeply rooted in the language culture. Except interior cultural communication, translation is also an exchange between cultures (郑萍萍, 2006: 98). As a means of communication, translation is used for multilingual environment, which have at last appeared increasingly conspicuous in public places (Newmark, 2001: 11). Excellent brand name translation will promote the image of products and establish a good reputation invisibly so that consumers will prefer to purchase these corporations’ products. However, translating a brand name is more than designing a symbol with favorable sound, or giving the product an unparalleled identity. A brand name as a sociolinguistic symbol carries cultural meanings and sets boundaries on relationship building (Li Fengru & Shooshtari, 2013: 4).
Each brand name translation of P&G in China is very successful because translators take Chinese culture into consideration and apply it perfectly. Therefore, P&G Company can gain its reputation and succeed in this commodity battle.
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IV. The Influence of Sino-American Cultural Differences on P&G Brand
Name Translation
A. The Influence of Thinking Modes
The way of thinking is a major source of the formation of national cultural differences. Different nations have different ways of thinking which may affect their use of language. It is the same when translating P&G Company brand names into Chinese. In view of different thinking modes, Chinese characters tend to be more intuitive and imaginative than English words do . Under this circumstance, translators usually use transliteration or innovative translation.
“Pantene (潘婷)” is named after a chemical name “panthenol (vitamin B5)”. This chemical can nourish hair and make hair resilient and moist for a long time. If paraphrase this brand name, it is likely to make Chinese consumers confused. So translators adopt transliteration, and the selection of each word is very careful. The Chinese word “潘” can remind people of “潘安” who is a handsome man in Chinese history. The word “婷” means graceful and elegant in the dictionary. This translation is in line with Chinese people’s emotional thinking modes perfectly.
“Head & Shoulders (海飞丝)” means head and shoulders literally in Chinese, which lacks beauty. Chinese may not understand what it means. So innovative translation is the most appropriate strategy. According to Chinese perceptual thinking modes, this brand name is translated into “海飞丝”, which makes people imagine a beautiful girl with perfect hair like the waves scattering on her shoulders. This translation is full of Chinese pursuit of artistic conception and imagery.
B. The Influence of Language Customs
Language is a rather special part and the foundation of the entire culture. Various language customs can give rise to consumers’ different preference to brand names. Chinese people advocate a kind of modest communicative way. Therefore, when translating American brand names, translators had better employ euphemistic Chinese characters. Generally, in consideration of the influence of
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