The Elementary Discussion
On International Trademark Translation
2.The principles to be followed. 3
2.1.A cultural perspective in translating brand name. 3
2.1.1Adaptations to national traits and values. 3
2.1.1.1. Adaptation to numbers. 5
2.1.1.2. Adaptation to colors. 5
2.1.1.2.5. The color of yellow.. 9
2.1.1.2.6. The color of purple. 10
2.1.1.2.7. The color of green. 10
2.1.1.3.1. Adaptations to politics and history. 12
2.1.1.3.2. Differences in cultural value. 13
2.1.1.3.3. Differences in logic thought 14
2.1.1.3.4. Differences of behavioral norm.. 15
2.1.1.3.5. Influences of the migration of language. 15
2.1.3. Adaptations to extended meanings of words. 16
2.2. Be connected with the original trade marks. 18
2.3.1. The basis of Functional Equivalence. 20
2.3.2 The Functional Equivalence and pronunciation. 21
2.3.3 The Functional Equivalence and surface meaning. 22
