literal translation of englisn brand name
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1. Transliteration
Transliteration is to represent or spell in the characters of another alphabet. (Longman, 1984: 1597) Usually by transliteration, brand names are directly transliterated into Chinese according to its pronunciation. What the translators do is to find proper Chinese characters which can best reflect their original features in pronunciation or in meaning or the combined two.
1.1 Personal names
Naming a brand after the makers name is an old tradition. The
enterpriser took pride in relating his name with the goods, also, the consumers could trust the goods. The makers name guarantees the quality so as to promote the goods.
Examples: MacDonalds
Hilton
Dell
A brand is often named after the elite of society so as to make
the readership filled with deep respect and to produce the desired effect on the promotion, the so called famous person effect.
Examples: Napoleon
Lincoln
Philips
Cadillac
Venus
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