发布时间 : 星期二 文章文化差异下宝洁公司品牌的汉译更新完毕开始阅读c797a9b658fb770bf68a556e
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Chinese language customs, translators often take innovative translation or complementary translation.
“Rejoice (飘柔)” means happiness and delight. The Chinese translation “飘柔” is not transliteration, nor paraphrase. Translators adopt innovative translation to reveal Chinese distinctive language customs. The American way of expression is direct. “Rejoice” is the most direct physical and psychological experience that the U.S. customers pursue. However, Chinese consumers seek euphemistic rhythm. The translation of this product just cater to Chinese taste. Therefore, after the promotion of “Rejoice (飘柔)” in China, it has established an unshakable position in customers’ mind.
“Whisper (护舒宝)” represents speaking in a intimate way, as if this product is a girlfriend of females who has many words to talk to them. If translators choose the direct translation, it will give Chinese consumers a feeling of doing something bad. Therefore, innovative translation is employed. Considering that Chinese people express their views in a euphemistic way, translators rename this brand as “护舒宝”, which means protecting and comforting women.
“Pampers (帮宝适)”means spoiling babies, which is too grandiloquent for Chinese to accept. Pampers is translated into “帮宝适” according to complementary translation, which not only euphemistically expresses parents’ love for their children, but also fully embodies the function and quality assurance of the product. When consumers see “Pampers”, they will naturally think that this product can double their care for babies and make their babies comfortable and healthy.
C. The Influence of Values
Values are a paramount part of the whole cultural system. Chinese values for humans or things differ from American’s apparently. In general, the diction of Chinese brand names should reveal Chinese values for collectivity, morality or beauty. Usually influenced by Chinese values, P&G Company adopt innovative translation.
“Safeguard (舒肤佳)” literally means security. If translators paraphrase this brand name, the translation is too stiff. Meanwhile, transliteration is also inappropriate, totally out of touch with the rhythm. So translators adopt innovative translation. On the basis of their products’ original meaning, the translation contains beauty of rhythm. Two words “舒”, “佳” not only give consumers a
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comfortable feeling, but also highlight the Procter & Gamble business philosophy and service purpose. The diction of this Chinese name reflects that Chinese people’s value on collectivity which advocates the interests of family, community and nation.
“Olay (玉兰油)” is a kind of juice extracted from an African plant. P&G chooses innovative strategy to translate this brand name. The word “玉” means jade that is a natural beautiful stone in China which is extremely valuable. When Chinese describe a woman, they often use “冰清玉洁”, “冰肌玉肤” which means pure, white skin. It reflects Chinese value for female beauty. The word “兰” means orchids. Orchids are one kind of flowers on behalf of noble and elegant gentlemen. This Chinese translation reflects China’s Confucianism. Hence, when “Olay” comes into Chinese market, it achieves Chinese customers’ favor.
In conclusion, due to cultural differences in thinking modes, language customs and values between China and America, the translation of American commodities should take those differences into consideration in order to be close to Chinese preference. Only when translators take the most proper translation strategy and apply distinctive Chinese culture to translation can foreign companies achieve expected effects. Chinese translation of foreign brand names is not so easy that translators should consider all kinds of cultural differences. To reach an ideal effect, foreign companies should adopt specific translation strategies against different cultures. Only under this case, foreign companies can succeed in Chinese market.
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Conclusion
As a kind of historical phenomenon, culture is one kind of ideology that can be inherited in the communication among human beings. Translation is a tool which turns one language into another while taking into consideration of cultural differences. Good translations will accelerate the communication while poor translations will cause communication barriers.
A brand name is a term, design, or symbol that can be recognized by consumers. P&G Company, as a leading commodity enterprise, owns various famous brands, including “Rejoice (飘柔)”, “Pantene (潘婷)”, “Head & Shoulders (海飞丝)”, “Safeguard (舒肤佳)”, “Olay (玉兰油)”, “Ariel (碧浪)”, “Tide (汰渍)”, “Whisper (护舒宝)”, “Pampers (帮宝适)”, etc. Almost every translated Chinese brand of P&G receives its reputation in China.
Culture is the reflection of a nation or a region’s everyday life including language, customs, morality, laws and so on. Different nations or regions have different cultures on account of different histories, politics, geographies, etc. As a communication tool, translation reflects cultures. Therefore, when translators rename foreign brands, the target country’s culture must be taken into consideration.
By adopting P&G’s brand names as typical examples, this paper studies cultural elements which affect brand translation so as to explore how to take advantage of local culture to translate foreign brands. Through analyzing its brand name translation, this paper explores the influence of cultural factors involved in the process of translation. It concludes that Chinese translation of foreign brand names is not an easy task. Translators should take all kinds of cultural differences into consideration and adopt specific translation strategies in view of different cultures. Only under this case can foreign companies succeed in Chinese market.
In view of the limitation of time and channel, this study on Chinese translation of P&G brand name under Sino-American cultural differences is not comprehensive enough. Further and more profound study in this field is welcomed.
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