3 Research Methodology 7

3。1 Research Questions 7

3。2 Precondition of the Experimentation 7

3。3 Experimental Subjects 7

3。4 Experimental Materials 8

3。5 Procedures 9

3。6 Experimental Data 9

3。6。1 The Data of Test 1 and Test 2 9

3。6。2 Analysis about the Test 1 and Test 2 10

3。6。3 The Data of Questionnaire 10

4 Analysis of the Data of the Questionnaire 12

5 Results and Discussion 13

5。1 Results 13

5。2 Discussion 13

6 Conclusion 15

6。1 Major Findings 15

6。2 Limitations and Further 来自优Y尔L论W文Q网wWw.YouERw.com 加QQ7520~18766 Research 15

References 17

1 Introduction

The trademark drumbeating is a significant way to sell merchandises and means of competition on the oversea marketplace。 With the economic globalization, especially with China’s joining in the World Trade Organization, the merchandise import and export are increasing day after day。 Trademark will be a sort of economic sign with special meaning and functions not just a symbol of the service or product。 It is significant to think about the characterizations of the trademarks。 Trademark plays an important part in the trading, and many companies are aware of its significance。 More and more people come to realize the importance of trademark translation in products’ output or input。 It is very important in promoting sales and cultivating marketplaces。 Trademark translations are becoming familiar to many firms with the economic globalization, but it is not as easy as we thought because of the cultural persity and language structural persity。 Firms should apply some suitable translation means to obtain content equivalency。 Moreover, they seldom pay attention to the standards and conditions of these trademark translation means。 And it can make the translated merchandises effective and faithful to the primary merchandises to achieve high profits all over the world。 论文网

If a firm wants to move a satisfactory path to the target foreign marketplace, it is necessary for its merchandise trademark should be translated into a suitable form。 It means the translated trademark should be not only precise, but also coincident to the culture of the designated marketplace。 Therefore, the significance of a fine trademark translation is evident。

An appropriately-translated trademark is vital in an overseas marketplace while an inappropriately-translated trademark can destroy a branded product。 For example, the 白象 battery achieved good profits in China。 But when it came to the US marketplaces, it failed。 The main reason is its trademark being translated just from its Chinese meanings-“White Elephant”。 In Chinese it doesn’t have any passive implication but in the west countries it means things which are useless but expensive, flashy without substance。 Under the circumstance, previous negligence of the trademark’s passive implication existing in the foreign languages let the firm lost a possible large overseas marketplace。 From here we see that it is not easy for trademark translations to be receivable and impactful in overseas marketplaces and the essentiality of the translation means in trademark translations。