In conclusion, intercontinental communication in trademark translation is the key for international brands to represent their trademarks in native languages. An adroit translation will not only express the idea of brands correctly, but will help customers effectively associate with comprehensive branding and marketing information as well. In both the example of Viagra and Benz, readers can clearly know correct trademark translation functions from the perspective of marketing strategy. As customers are pursuing higher satisfaction of products, producers and brand planners should focus more on detail expression. As long as a brand emphasizes on branding cultural heritage, the brand will be remembered.
3.3 Introduction to main culture taboos in trademark translation
As the globalization is blooming, multiple world-famous brands have to face different national markets. At the same time, since diverse national markets are structured base on different cultures, brands should be fully aware of customers’ cultural taboos when brands trying to translate their trademarks. (Larry A. Samavar 2012)
In most oriental nations, people are very traditional and conservative. If a brand presents products in very radical manners, then the products will not be openly accepted. Again, Viagra as an outstanding example, it really shows all-wave concern of translators. In China, people normally are refrained from talking about sex. Viagra, as a public selling over-the-counter medical product, people have to purchase it from pharmacy. This means that people have to verbally say its name, but people may be too shy to say it. The Chinese version trademark (Wei Ge) of Viagra avoided such awkward situations, and it also successfully illustrates the targets of the product. According to an interview from Southern Urban News, a man was trying to purchase Viagra from pharmacy store. At first, he has no idea about the name of Viagra, and he gave up the chance to go into the store because the only idea about Viagra in his mind was that it is a sexual medical supplement. He can’t not go forward to the cashier and ask for “sexual medical supplements” because that will cause huge awkwardness. After knowing the name “Wei Ge”, he directly went to the store and bought the Viagra, which he wanted. Such process really boosts the sale number.
On the other hand, religious idea will be another cultural taboo for oriental nations. In India, according to Dainik Jagran News, the Indian market rejected the selling of condom because it was against to their traditional religion belief. After changing the plan of advertising manner, Durex repromoted their condoms as the products which can help people to achieve better sexual experience. This is only a simple manner changing process, but it literally changed the way they target the products, and it also avoids the barrier of cultural taboos.
As to some European countries and America, religious factors indeed are critical in trademark conversion since people in these countries are mostly religious believers who attach great personal feeling about religion when buying commodities. (Larry A. Samavar,2012) For instance, thirteen is an evil and unlucky number in those countries because the thirteenth son of Jesus betrayed him, therefore 13 is unacceptable in Christians’ eyes. Hence, there are few No.13 rooms or seats in European countries. Render of the trademark and entrepreneurs has to know the “thirteen issue” and try to avoid the unnecessary mistakes.
In short, if a product wants to be grandly accepted by any national market, corporations should be fully aware of the way they translate their products. If they can skillfully avoid the cultural taboos in literature area, their products will be easily understood and accepted by the market.
4. The influence of commodities’ trademark translation
4.1 Comparison and case studies of trademark translation
In order to help the readers get a deeper understanding of the concept and theories mentioned above, several ideal trademark translations will be analyzed as the following. 跨文化商标翻译对市场营销的影响Trademark Translation(10):http://www.751com.cn/yingyu/lunwen_929.html