编号
XXXXXXXXXXX大学
毕业论文
A Study on Chinese Translation of P&G Brand
题 目 Names under Sino-American Cultural Differences
中美文化差异下宝洁公司旗下品牌的汉译
学生姓名
学 号 学 院
专 业
班 级 指导教师 XXX XXXXXXXXXXX 英语系 英语 XXXXXXXXX XXX 讲师
二〇一五年六月
XXXXXXXXX大学
本科毕业设计（论文）诚信承诺书
本人郑重声明：所呈交的毕业设计（论文）（题目：本人所知，除了毕业设计（论文）中特别加以标注引用的内容外，本毕业设计（论文）不包含任何其他个人或集体已经发表或撰写的成果作品。
作者签名： 年 月 日
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毕业论文专用纸
Acknowledgments
Upon the completion of this thesis, I would like to deliver my deepest and sincere gratitude firstly to my supervisor XXX, for her inspiring and constructive suggestions, for her careful revisions to the draft of this paper, as well as her continuous encouragement and guidance. She has contributed a lot to the accomplishment of this thesis. Without her constant instruction, correction and encouragement, I could not have made this thesis better than I can ever possibly produce.
Secondly, I also owe my heartfelt gratitude to the teachers who have taught and helped me a lot at English Department in the past four years. Their courses have expanded my scope of knowledge and inspired me in preparing and writing this thesis. I am also greatly indebted to my college and the English Department, under the comfortable environment, I could write this thesis heart and soul. Lastly, I am really grateful to my beloved parents for their boundless love and considerations to me all through these years. My thanks also go to my entire classmates and my friends who helped me a lot in referring to information and solving my problems during the difficult course of this thesis.
毕业论文专用纸
Table of Contents
Abstract ........................................................................................................................... i 摘 要 ........................................................................................................................... ii
Introduction ................................................................................................................... 1
I. Literature Review ....................................................................................................... 3
A. A Brief Introduction to P&G Company .............................................................. 3
B. Categories of P&G Brand Names ....................................................................... 3
C. Elements Contributing to the Success of P&G ................................................... 3
II. Brand Name Translation ........................................................................................... 5
A. Definition of Brand Name Translation ............................................................... 5
B. Strategies of Brand Name Translation ................................................................ 5
1. Transliteration ................................................................................................ 5
2. Paraphrase...................................................................................................... 5
3. Complementary Translation .......................................................................... 6
4. Innovative Translation ................................................................................... 6
5. Partial or No Translation ............................................................................... 6
III. Cultural Differences ................................................................................................ 7
A. An Introduction to Chinese and American Culture ............................................ 7
B. Cultural Differences Between China and America ............................................ 7
毕业论文专用纸 1. Thinking Modes............................................................................................. 7
2. Language Customs ........................................................................................ 7
3. Values ............................................................................................................ 7
C. Cultural Differences and Brand Name Translation ............................................ 8 IV. The Influence of Sino-American Cultural Differences on P&G Brand Name
Translation ..................................................................................................................... 9
A. The Influence of Thinking Modes ...................................................................... 9
B. The Influence of Language Customs .................................................................. 9
C. The Influence of Values .................................................................................... 10
Conclusion ................................................................................................................... 12
References ................................................................................................................... 13
毕业论文专用纸
A Study on Chinese Translation of P&G Brand
Names under Sino-American Cultural Differences
Abstract
In the era of economic globalization, the international trade is expanding with a rapid speed, and a great number of foreign brands have been swarming into Chinese market. However, there exist many differences between China and the West. Thus, those foreign brands must be renamed corresponding to Chinese culture. The quality of foreign brands’ translation decides whether they can enter and occupy Chinese market. As a typical representative of foreign corporations, P&G occupies a large proportion of Chinese commodity market. Its success inspires many businessmen to dig into the answer to its success which is not only a marketing strategy, but also an appropriate Chinese translation of its brand names.
In this paper, the history of P&G and a brief overview of the category of P&G brands are introduced at first. Meanwhile, the author gives the definition and strategies of brand name translation. Furthermore, the paper probes into the relations between culture and brand name translation by analyzing Sino-American cultural differences from the perspectives of thinking modes, language customs and values. By using specific examples of P&G brands, the author studies cultural elements which affect translation so as to explore how to utilize local culture to translate foreign brands.
Key Words：cultural differences; P&G company; brand names; E-C translation
毕业论文专用纸
中美文化差异下宝洁公司旗下品牌的汉译
摘 要 在经济全球化的时代，国际贸易快速发展，大量外国品牌涌入中国市场。由于文化差异的影响，这些外国品牌需要汉译成符合中国文化的品牌名。品牌译名的好坏决定了其是否能进入并占据中国市场。宝洁公司作为外国品牌的成功典型，占据中国大部分日用品消费市场，具有极大的影响力。究其原因，不仅是因为宝洁公司成功的营销策略，更是因为其恰当的品牌汉译。
在本篇论文中，作者简单介绍了宝洁公司的发展以及其品牌的种类，品牌翻译的定义和策略，进而从思维模式、语言习惯和价值观念三方面探究了中美文化的差异以及这种差异对宝洁公司旗下品牌汉译的影响。从中美文化差异的角度下，探究文化与品牌翻译的关系，以及在翻译过程中可能遇到的文化差异问题。同时结合宝洁公司旗下典型品牌汉译的实例，分析其品牌翻译时所考虑的文化因素，探究如何运用本土文化因素进行外来品牌翻译的翻译策略。
关键词：文化差异；宝洁公司；品牌；汉译
毕业论文专用纸
A Study on Chinese Translation of P&G Brand
Names under Sino-American Cultural Differences
Introduction
Since the policy of reform and opening was implemented, the communication between China and the world has become increasingly frequent, including economy, politics, culture, etc. More and more foreign brands have been swarming into Chinese market. To compete in the Chinese market, various countries have spared their efforts to establish a good image for their products. A good image includes not only excellent quality and exquisite package, but also a resounding Chinese brand name.
But brand name translation is not only a language translation, but a cultural translation. Procter & Gamble is an American company, so its company culture is the epitome of American culture. However, there exist many differences between American culture and Chinese culture. China has a long history while the United States is relatively young. Thus, China is different from the United States in knowledge, morality, laws, customs and so on.
When translating brand names, five main strategies are widely used. They are transliteration, paraphrase, complementary translation, innovative translation and partial or no translation (关国才, 2012: 32). Only when words are applied in their corresponding culture can they be meaningful. So under cultural differences, brand name translation should not only keep the original essence, but also cater to target consumers’ demands.
The above analysis tells that even the slightest mistake of P&G brand name translation will cause people’s resentment. In this paper, the author introduces the history of P&G and has a brief overview of the category of P&G brands at first. Meanwhile, the author gives the definition and strategies of brand name translation. Furthermore, the paper probes into the relations between culture and brand name translation by analyzing Sino-American cultural differences from the
毕业论文专用纸 perspectives of thinking modes, language customs and values. It studies cultural elements which affect translation so as to explore how to utilize local culture to translate foreign brands by taking P&G’s brand names as typical examples. By analyzing its brand name translation, this paper explores the influence of cultural factors involved in the process of translation. Hopefully this paper could be of some help for other related studies.
毕业论文专用纸
I. Literature Review
China joined the World Trade Organization (WTO) in 2001, which generated domestic and foreign economic achievements contributing to China’s further integration into the global economy.
A large number of foreign companies have entered and occupied the Chinese market since then, including Procter & Gamble Company. Due to the Sino-American cultural differences and the fact that P&G is a typical foreign brand, it is necessary to study the influence of cultural differences on its related translation of products and the translating skills involved.
A. A Brief Introduction to P&G Company
Founded in 1837, Procter & Gamble Company (P&G) is known as the world’s largest commodity company. It is popular at home and abroad. Procter & Gamble has been pursuing the purpose of “Touching Life, Improving Life” since 27 years ago, which contributes to producing a large number of products with first-class quality loved by customers, mainly including body and hair care products, laundry supplies and women and children articles. Many Brands like “Rejoice (飘柔)”, “Pantene (潘婷)”, “Head & Shoulders (海飞丝)”, “Crest (佳洁士)” have achieved powerful position and high popularity in Chinese commodity market.
B. Categories of P&G Brand Names
P&G brand names are roughly divided into three categories: 1. Body and Hair Care Products; 2. Laundry Supplies; 3. Women and Children Articles. Sales market for each product is very promising. Almost every Chinese consumer is familiar with P&G Chinese brand names. Body and Hair Care Products include “Rejoice (飘柔)”, “Pantene (潘婷)”, “Head & Shoulders (海飞丝)”, “Safeguard (舒肤佳)”, “Olay (玉兰油)”, “Camay (卡玫尔)”, etc. Laundry Supplies include “Ariel (碧浪)”, “Tide (汰渍)” and so on. Women and Children Articles include “Whisper (护舒宝)”, “Pampers (帮宝适)”, etc. Each P&G brand name translation is impressive for every Chinese consumer because of its marvelous diction of Chinese brand names.
C. Elements Contributing to the Success of P&G
毕业论文专用纸 After occupying a favorable position in the U.S. market, P&G Company can share the Chinese market, which makes a lot of scholars study the reasons for its success. Most of these studies are inclined to be commercial. And the reasons they studied for the success of P&G Company are overall and diversified. Generally, the reasons for the success of P&G Company can be divided into seven categories: First, the development and design of products and the extension of product line; Second, product pricing; Third, the design of package; Fourth, selection of target customers; Fifth, selection of channels; Sixth, advertising culture; Seventh, establishing friendly public relations (罗静思, 丁桂兰, 2006: 50). Among the seven reasons, there is a very crucial reason: advertising culture. That is to say, the application of local culture. Brand name translation is not only a kind of lingual translation, but also a kind of cultural translation. Cultural differences may affect the selection of translation strategies and the diction of Chinese characters. On account of taking cultural differences between China and America into consideration when translating its brand names, P&G Company can succeed in Chinese market. Almost every Chinese word of P&G brand names can arouse Chinese consumers’ abundant and fantastic imagination which accords with Chinese culture. Because P&G takes advantage of appropriate translation strategies and applies Chinese culture into translation so that its Chinese brand names can gain its reputation.
毕业论文专用纸
II. Brand Name Translation
A. Definition of Brand Name Translation
A brand name is a word, letter, or a group of words or letters to stand for a certain product (Kang Qiang, 2013: 113). Brand name translation is a basic way for other countries’ consumers to identify one’s company’s products. However, there were differences in perceptions that the product name was not authentic to the target countries (Villar & Ai, 2012: 341).
Under the current background of globalization, brand naming and brand name translation are paramount for the successful operation of products in the international market. There is one saying popular in the Western business circles: name is the game (任林静, 吕和发, 2011: 26). In the premise of ensuring product quality and improving sales service, a splendid brand name translation is always a crucial part to decide whether it can succeed in the target market. If to compare marketing to a battle, a successful brand name translation is a flag never fallen in this battle.
B. Strategies of Brand Name Translation
When translating brand names, five main strategies are widely used. They are transliteration, paraphrase, complementary translation, innovative translation and partial or no translation (关国才, 2012: 32).
1. Transliteration
Transliteration is a very significant method with large popularity when translating brand names. Transliteration is usually used in translating the proper brand names according to their pronunciations (Kang Qiang, 2013: 114). This kind of translation usually sounds exotic and attractive for target consumers (关国才, 2012: 33). For example: “Adidas”── “阿迪达斯”; “Rolls-Royce”── “劳斯莱斯”.
2. Paraphrase
Paraphrase means that translation is based on the meaning of the original word. Some brand names have beautiful meanings both in English and Chinese. Under this circumstance, translators
毕业论文专用纸 usually adopt paraphrase. This skill emphasizes on the pragmatic equivalence of the languages in translating brand names (Kang Qiang, 2013: 114). For example: “Blue Bird”── “蓝鸟”; “Apple”── “苹果”.
3. Complementary Translation
Complementary translation is a combined way. Homophone and meaning are the basis of complementary translation. As a result, it is not only similar in pronunciation but also in meaning. A large number of brand names are coined English which contains original country’s culture. Under this situation, most translators choose transliteration with paraphrase to rename brand names. Hence, this kind of translation is the most popular. For example: “Mickey Mouse”── “米老鼠”; “Revlon”── “露华浓”.
4. Innovative Translation
Innovative translation is a bold way to translate foreign brand names. It breaks the traditional leash of pronunciation and meaning. Sometimes some foreign brand names cannot express its purpose through pronunciation, meaning or combined way when translated into target language. On this occasion, innovative translation can play its role. For example: “Rejoice”── “飘柔”; “Sprite”── “雪碧”.
5. Partial or No Translation
Only when the foreign brand names cannot be translated naturally by all above methods can partial or no translation be used. For example: “Remy Martin X.O.”── “人头马X.O.” (partial translation). “Remy Martin X.O.” is named after its founder’s name. Translators rename “Remy Martin” as “人头马” according to transliteration, but they do not translate “X.O.” into Chinese. “IBM”── “IBM” (no translation).
毕业论文专用纸
III. Cultural Differences
A. An Introduction to Chinese and American Culture
Culture is an accumulation of knowledge, experience, beliefs, values, attitudes to life, thinking modes, the structure of social class, religion, the concept of time and space, cosmology and material wealth (周剑波, 北竹, 2005: 89). Cultures are different on account of varied geography and topography, climate and weather, nature ecology, historical background, customs and so on.
China and the United States differ in many ways including different thinking modes, language customs and values, morality, laws, customs and so on which will directly affect the choice of brand name translation strategies between the two countries.
B. Cultural Differences Between China and America
1. Thinking Modes
Throughout human cultural phenomenon, the way of thinking plays an important role, which is a major source of the formation of national cultural differences. Chinese thinking modes are intuitive, integrated and holistic. They consider things in a concrete and round way, which is a visual and emotional thinking style. On the other hand, Americans formed the inertial analysis and logical thinking. Everything is considered from the local to the whole, from the particular to the general, which is an analytic and logical style. Chinese are affected by Confucianism. They like emphasizing benevolence, morality, faith, loyalty and public benefit reflected in collectivism while the United States pays more attention to individuality.
2. Language Customs
China and the United States are also different in language customs. Chinese language and American language have fundamentally different structure with parallel development. People in the two countries also express themselves in different ways.
Target consumers’ preference for foreign brand names is determined by their language systems (Kum & Lee, 2011: 600). China is a nation advocating connotation, especially their expression for
毕业论文专用纸 love. Communication ways of Americans are clear and direct, especially when they pursue their love.
3. Values
Values are the core of the whole cultural system. The United States stresses freedom while Chinese focuses on family culture. Americans idolize individualism and place higher value on self-reliance. They like to be inventive, unconventional and unique. When they pursue personal enjoyment and free development, Americans emphasize self-actualization and self-progress. Chinese people advocate the interests of family, community and nation. Each person’s words and behaviors must be in strict compliance with the rules defined by human relations. They place higher value on group cooperation and individual modesty. Therefore, they develop a kind of personality of connotation and thrift.
C. Cultural Differences and Brand Name Translation
When translating brand names, translators must obey one rule: if you fail to review what your brand is saying to a foreign market, you may wish you stayed home (Young, 2010: 34).Translation reflects culture, which is by no means a non-verbal behavior and is deeply rooted in the language culture. Except interior cultural communication, translation is also an exchange between cultures (郑萍萍, 2006: 98). As a means of communication, translation is used for multilingual environment, which have at last appeared increasingly conspicuous in public places (Newmark, 2001: 11).
Excellent brand name translation will promote the image of products and establish a good reputation invisibly so that consumers will prefer to purchase these corporations’ products. However, translating a brand name is more than designing a symbol with favorable sound, or giving the product an unparalleled identity. A brand name as a sociolinguistic symbol carries cultural meanings and sets boundaries on relationship building (Li Fengru & Shooshtari, 2013: 4).
Each brand name translation of P&G in China is very successful because translators take Chinese culture into consideration and apply it perfectly. Therefore, P&G Company can gain its reputation and succeed in this commodity battle.
毕业论文专用纸
IV. The Influence of Sino-American Cultural Differences on P&G Brand
Name Translation
A. The Influence of Thinking Modes
The way of thinking is a major source of the formation of national cultural differences. Different nations have different ways of thinking which may affect their use of language. It is the same when translating P&G Company brand names into Chinese. In view of different thinking modes, Chinese characters tend to be more intuitive and imaginative than English words do . Under this circumstance, translators usually use transliteration or innovative translation.
“Pantene (潘婷)” is named after a chemical name “panthenol (vitamin B5)”. This chemical can nourish hair and make hair resilient and moist for a long time. If paraphrase this brand name, it is likely to make Chinese consumers confused. So translators adopt transliteration, and the selection of each word is very careful. The Chinese word “潘” can remind people of “潘安” who is a handsome man in Chinese history. The word “婷” means graceful and elegant in the dictionary. This translation is in line with Chinese people’s emotional thinking modes perfectly.
“Head & Shoulders (海飞丝)” means head and shoulders literally in Chinese, which lacks beauty. Chinese may not understand what it means. So innovative translation is the most appropriate strategy. According to Chinese perceptual thinking modes, this brand name is translated into “海飞丝”, which makes people imagine a beautiful girl with perfect hair like the waves scattering on her shoulders. This translation is full of Chinese pursuit of artistic conception and imagery.
B. The Influence of Language Customs
Language is a rather special part and the foundation of the entire culture. Various language customs can give rise to consumers’ different preference to brand names. Chinese people advocate a kind of modest communicative way. Therefore, when translating American brand names, translators had better employ euphemistic Chinese characters. Generally, in consideration of the influence of
毕业论文专用纸 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
毕业论文专用纸 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.
毕业论文专用纸
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.
毕业论文专用纸
References
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Kum, Doreen. & Yih Hwai Lee. Testing to prevent bad translation: Brand name
conversions in Chinese-English contexts[J]. Singapore: Journal of Business Research, 2011(64): 594-600.
Li Fengru. & Nader H. Shooshtari. Brand Naming in China: Sociolinguistic Implications[J].
Missoula: Multinational Business Review, 2013(11): 3-21.
Newmark, P.A. A Textbook of Translation[M]. Shanghai: Shanghai Foreign Language
Education Press, 2001: 1-224.
Villar, Maria Elena. & Di Ai. Chinese and American Perceptions of Foreign-name
Brands[J]. Bradford: Journal of Product & Brand Management, 2012(21): 341-349. Young, Mark. Don't Let Your Brand Get Lost in Translation[J]. Ann Arbor: Brandweek,
2010(51): 34.
关国才. 实用商务英语翻译教程[M]. 北京: 对外经济贸易大学出版社, 2012: 24-41.
罗静思, 丁桂兰. 中国文化与宝洁公司品牌文化[J]. 南京: 市场周刊: 新物流, 2006(3):
50-51.
任林静, 吕和发. 全球化商务翻译[M]. 北京: 外文出版社, 2011: 1-36.
郑萍萍. 论文化因素对品牌翻译的影响和作用[J]. 辽宁: 辽宁教育行政学院学报,
2006(11): 97-98.
周剑波, 北竹. 品牌翻译与经济全球化条件下的“文化因素”研究[J]. 北京: 北京第二
外国语学院学报, 2005(6): 88-92.
编号
XXXXXXXXXXX大学
毕业论文
A Study on Chinese Translation of P&G Brand
题 目 Names under Sino-American Cultural Differences
中美文化差异下宝洁公司旗下品牌的汉译
学生姓名
学 号 学 院
专 业
班 级 指导教师 XXX XXXXXXXXXXX 英语系 英语 XXXXXXXXX XXX 讲师
二〇一五年六月
XXXXXXXXX大学
本科毕业设计（论文）诚信承诺书
本人郑重声明：所呈交的毕业设计（论文）（题目：本人所知，除了毕业设计（论文）中特别加以标注引用的内容外，本毕业设计（论文）不包含任何其他个人或集体已经发表或撰写的成果作品。
作者签名： 年 月 日
（学号）：
毕业论文专用纸
Acknowledgments
Upon the completion of this thesis, I would like to deliver my deepest and sincere gratitude firstly to my supervisor XXX, for her inspiring and constructive suggestions, for her careful revisions to the draft of this paper, as well as her continuous encouragement and guidance. She has contributed a lot to the accomplishment of this thesis. Without her constant instruction, correction and encouragement, I could not have made this thesis better than I can ever possibly produce.
Secondly, I also owe my heartfelt gratitude to the teachers who have taught and helped me a lot at English Department in the past four years. Their courses have expanded my scope of knowledge and inspired me in preparing and writing this thesis. I am also greatly indebted to my college and the English Department, under the comfortable environment, I could write this thesis heart and soul. Lastly, I am really grateful to my beloved parents for their boundless love and considerations to me all through these years. My thanks also go to my entire classmates and my friends who helped me a lot in referring to information and solving my problems during the difficult course of this thesis.
毕业论文专用纸
Table of Contents
Abstract ........................................................................................................................... i 摘 要 ........................................................................................................................... ii
Introduction ................................................................................................................... 1
I. Literature Review ....................................................................................................... 3
A. A Brief Introduction to P&G Company .............................................................. 3
B. Categories of P&G Brand Names ....................................................................... 3
C. Elements Contributing to the Success of P&G ................................................... 3
II. Brand Name Translation ........................................................................................... 5
A. Definition of Brand Name Translation ............................................................... 5
B. Strategies of Brand Name Translation ................................................................ 5
1. Transliteration ................................................................................................ 5
2. Paraphrase...................................................................................................... 5
3. Complementary Translation .......................................................................... 6
4. Innovative Translation ................................................................................... 6
5. Partial or No Translation ............................................................................... 6
III. Cultural Differences ................................................................................................ 7
A. An Introduction to Chinese and American Culture ............................................ 7
B. Cultural Differences Between China and America ............................................ 7
毕业论文专用纸 1. Thinking Modes............................................................................................. 7
2. Language Customs ........................................................................................ 7
3. Values ............................................................................................................ 7
C. Cultural Differences and Brand Name Translation ............................................ 8 IV. The Influence of Sino-American Cultural Differences on P&G Brand Name
Translation ..................................................................................................................... 9
A. The Influence of Thinking Modes ...................................................................... 9
B. The Influence of Language Customs .................................................................. 9
C. The Influence of Values .................................................................................... 10
Conclusion ................................................................................................................... 12
References ................................................................................................................... 13
毕业论文专用纸
A Study on Chinese Translation of P&G Brand
Names under Sino-American Cultural Differences
Abstract
In the era of economic globalization, the international trade is expanding with a rapid speed, and a great number of foreign brands have been swarming into Chinese market. However, there exist many differences between China and the West. Thus, those foreign brands must be renamed corresponding to Chinese culture. The quality of foreign brands’ translation decides whether they can enter and occupy Chinese market. As a typical representative of foreign corporations, P&G occupies a large proportion of Chinese commodity market. Its success inspires many businessmen to dig into the answer to its success which is not only a marketing strategy, but also an appropriate Chinese translation of its brand names.
In this paper, the history of P&G and a brief overview of the category of P&G brands are introduced at first. Meanwhile, the author gives the definition and strategies of brand name translation. Furthermore, the paper probes into the relations between culture and brand name translation by analyzing Sino-American cultural differences from the perspectives of thinking modes, language customs and values. By using specific examples of P&G brands, the author studies cultural elements which affect translation so as to explore how to utilize local culture to translate foreign brands.
Key Words：cultural differences; P&G company; brand names; E-C translation
毕业论文专用纸
中美文化差异下宝洁公司旗下品牌的汉译
摘 要 在经济全球化的时代，国际贸易快速发展，大量外国品牌涌入中国市场。由于文化差异的影响，这些外国品牌需要汉译成符合中国文化的品牌名。品牌译名的好坏决定了其是否能进入并占据中国市场。宝洁公司作为外国品牌的成功典型，占据中国大部分日用品消费市场，具有极大的影响力。究其原因，不仅是因为宝洁公司成功的营销策略，更是因为其恰当的品牌汉译。
在本篇论文中，作者简单介绍了宝洁公司的发展以及其品牌的种类，品牌翻译的定义和策略，进而从思维模式、语言习惯和价值观念三方面探究了中美文化的差异以及这种差异对宝洁公司旗下品牌汉译的影响。从中美文化差异的角度下，探究文化与品牌翻译的关系，以及在翻译过程中可能遇到的文化差异问题。同时结合宝洁公司旗下典型品牌汉译的实例，分析其品牌翻译时所考虑的文化因素，探究如何运用本土文化因素进行外来品牌翻译的翻译策略。
关键词：文化差异；宝洁公司；品牌；汉译
毕业论文专用纸
A Study on Chinese Translation of P&G Brand
Names under Sino-American Cultural Differences
Introduction
Since the policy of reform and opening was implemented, the communication between China and the world has become increasingly frequent, including economy, politics, culture, etc. More and more foreign brands have been swarming into Chinese market. To compete in the Chinese market, various countries have spared their efforts to establish a good image for their products. A good image includes not only excellent quality and exquisite package, but also a resounding Chinese brand name.
But brand name translation is not only a language translation, but a cultural translation. Procter & Gamble is an American company, so its company culture is the epitome of American culture. However, there exist many differences between American culture and Chinese culture. China has a long history while the United States is relatively young. Thus, China is different from the United States in knowledge, morality, laws, customs and so on.
When translating brand names, five main strategies are widely used. They are transliteration, paraphrase, complementary translation, innovative translation and partial or no translation (关国才, 2012: 32). Only when words are applied in their corresponding culture can they be meaningful. So under cultural differences, brand name translation should not only keep the original essence, but also cater to target consumers’ demands.
The above analysis tells that even the slightest mistake of P&G brand name translation will cause people’s resentment. In this paper, the author introduces the history of P&G and has a brief overview of the category of P&G brands at first. Meanwhile, the author gives the definition and strategies of brand name translation. Furthermore, the paper probes into the relations between culture and brand name translation by analyzing Sino-American cultural differences from the
毕业论文专用纸 perspectives of thinking modes, language customs and values. It studies cultural elements which affect translation so as to explore how to utilize local culture to translate foreign brands by taking P&G’s brand names as typical examples. By analyzing its brand name translation, this paper explores the influence of cultural factors involved in the process of translation. Hopefully this paper could be of some help for other related studies.
毕业论文专用纸
I. Literature Review
China joined the World Trade Organization (WTO) in 2001, which generated domestic and foreign economic achievements contributing to China’s further integration into the global economy.
A large number of foreign companies have entered and occupied the Chinese market since then, including Procter & Gamble Company. Due to the Sino-American cultural differences and the fact that P&G is a typical foreign brand, it is necessary to study the influence of cultural differences on its related translation of products and the translating skills involved.
A. A Brief Introduction to P&G Company
Founded in 1837, Procter & Gamble Company (P&G) is known as the world’s largest commodity company. It is popular at home and abroad. Procter & Gamble has been pursuing the purpose of “Touching Life, Improving Life” since 27 years ago, which contributes to producing a large number of products with first-class quality loved by customers, mainly including body and hair care products, laundry supplies and women and children articles. Many Brands like “Rejoice (飘柔)”, “Pantene (潘婷)”, “Head & Shoulders (海飞丝)”, “Crest (佳洁士)” have achieved powerful position and high popularity in Chinese commodity market.
B. Categories of P&G Brand Names
P&G brand names are roughly divided into three categories: 1. Body and Hair Care Products; 2. Laundry Supplies; 3. Women and Children Articles. Sales market for each product is very promising. Almost every Chinese consumer is familiar with P&G Chinese brand names. Body and Hair Care Products include “Rejoice (飘柔)”, “Pantene (潘婷)”, “Head & Shoulders (海飞丝)”, “Safeguard (舒肤佳)”, “Olay (玉兰油)”, “Camay (卡玫尔)”, etc. Laundry Supplies include “Ariel (碧浪)”, “Tide (汰渍)” and so on. Women and Children Articles include “Whisper (护舒宝)”, “Pampers (帮宝适)”, etc. Each P&G brand name translation is impressive for every Chinese consumer because of its marvelous diction of Chinese brand names.
C. Elements Contributing to the Success of P&G
毕业论文专用纸 After occupying a favorable position in the U.S. market, P&G Company can share the Chinese market, which makes a lot of scholars study the reasons for its success. Most of these studies are inclined to be commercial. And the reasons they studied for the success of P&G Company are overall and diversified. Generally, the reasons for the success of P&G Company can be divided into seven categories: First, the development and design of products and the extension of product line; Second, product pricing; Third, the design of package; Fourth, selection of target customers; Fifth, selection of channels; Sixth, advertising culture; Seventh, establishing friendly public relations (罗静思, 丁桂兰, 2006: 50). Among the seven reasons, there is a very crucial reason: advertising culture. That is to say, the application of local culture. Brand name translation is not only a kind of lingual translation, but also a kind of cultural translation. Cultural differences may affect the selection of translation strategies and the diction of Chinese characters. On account of taking cultural differences between China and America into consideration when translating its brand names, P&G Company can succeed in Chinese market. Almost every Chinese word of P&G brand names can arouse Chinese consumers’ abundant and fantastic imagination which accords with Chinese culture. Because P&G takes advantage of appropriate translation strategies and applies Chinese culture into translation so that its Chinese brand names can gain its reputation.
毕业论文专用纸
II. Brand Name Translation
A. Definition of Brand Name Translation
A brand name is a word, letter, or a group of words or letters to stand for a certain product (Kang Qiang, 2013: 113). Brand name translation is a basic way for other countries’ consumers to identify one’s company’s products. However, there were differences in perceptions that the product name was not authentic to the target countries (Villar & Ai, 2012: 341).
Under the current background of globalization, brand naming and brand name translation are paramount for the successful operation of products in the international market. There is one saying popular in the Western business circles: name is the game (任林静, 吕和发, 2011: 26). In the premise of ensuring product quality and improving sales service, a splendid brand name translation is always a crucial part to decide whether it can succeed in the target market. If to compare marketing to a battle, a successful brand name translation is a flag never fallen in this battle.
B. Strategies of Brand Name Translation
When translating brand names, five main strategies are widely used. They are transliteration, paraphrase, complementary translation, innovative translation and partial or no translation (关国才, 2012: 32).
1. Transliteration
Transliteration is a very significant method with large popularity when translating brand names. Transliteration is usually used in translating the proper brand names according to their pronunciations (Kang Qiang, 2013: 114). This kind of translation usually sounds exotic and attractive for target consumers (关国才, 2012: 33). For example: “Adidas”── “阿迪达斯”; “Rolls-Royce”── “劳斯莱斯”.
2. Paraphrase
Paraphrase means that translation is based on the meaning of the original word. Some brand names have beautiful meanings both in English and Chinese. Under this circumstance, translators
毕业论文专用纸 usually adopt paraphrase. This skill emphasizes on the pragmatic equivalence of the languages in translating brand names (Kang Qiang, 2013: 114). For example: “Blue Bird”── “蓝鸟”; “Apple”── “苹果”.
3. Complementary Translation
Complementary translation is a combined way. Homophone and meaning are the basis of complementary translation. As a result, it is not only similar in pronunciation but also in meaning. A large number of brand names are coined English which contains original country’s culture. Under this situation, most translators choose transliteration with paraphrase to rename brand names. Hence, this kind of translation is the most popular. For example: “Mickey Mouse”── “米老鼠”; “Revlon”── “露华浓”.
4. Innovative Translation
Innovative translation is a bold way to translate foreign brand names. It breaks the traditional leash of pronunciation and meaning. Sometimes some foreign brand names cannot express its purpose through pronunciation, meaning or combined way when translated into target language. On this occasion, innovative translation can play its role. For example: “Rejoice”── “飘柔”; “Sprite”── “雪碧”.
5. Partial or No Translation
Only when the foreign brand names cannot be translated naturally by all above methods can partial or no translation be used. For example: “Remy Martin X.O.”── “人头马X.O.” (partial translation). “Remy Martin X.O.” is named after its founder’s name. Translators rename “Remy Martin” as “人头马” according to transliteration, but they do not translate “X.O.” into Chinese. “IBM”── “IBM” (no translation).
毕业论文专用纸
III. Cultural Differences
A. An Introduction to Chinese and American Culture
Culture is an accumulation of knowledge, experience, beliefs, values, attitudes to life, thinking modes, the structure of social class, religion, the concept of time and space, cosmology and material wealth (周剑波, 北竹, 2005: 89). Cultures are different on account of varied geography and topography, climate and weather, nature ecology, historical background, customs and so on.
China and the United States differ in many ways including different thinking modes, language customs and values, morality, laws, customs and so on which will directly affect the choice of brand name translation strategies between the two countries.
B. Cultural Differences Between China and America
1. Thinking Modes
Throughout human cultural phenomenon, the way of thinking plays an important role, which is a major source of the formation of national cultural differences. Chinese thinking modes are intuitive, integrated and holistic. They consider things in a concrete and round way, which is a visual and emotional thinking style. On the other hand, Americans formed the inertial analysis and logical thinking. Everything is considered from the local to the whole, from the particular to the general, which is an analytic and logical style. Chinese are affected by Confucianism. They like emphasizing benevolence, morality, faith, loyalty and public benefit reflected in collectivism while the United States pays more attention to individuality.
2. Language Customs
China and the United States are also different in language customs. Chinese language and American language have fundamentally different structure with parallel development. People in the two countries also express themselves in different ways.
Target consumers’ preference for foreign brand names is determined by their language systems (Kum & Lee, 2011: 600). China is a nation advocating connotation, especially their expression for
毕业论文专用纸 love. Communication ways of Americans are clear and direct, especially when they pursue their love.
3. Values
Values are the core of the whole cultural system. The United States stresses freedom while Chinese focuses on family culture. Americans idolize individualism and place higher value on self-reliance. They like to be inventive, unconventional and unique. When they pursue personal enjoyment and free development, Americans emphasize self-actualization and self-progress. Chinese people advocate the interests of family, community and nation. Each person’s words and behaviors must be in strict compliance with the rules defined by human relations. They place higher value on group cooperation and individual modesty. Therefore, they develop a kind of personality of connotation and thrift.
C. Cultural Differences and Brand Name Translation
When translating brand names, translators must obey one rule: if you fail to review what your brand is saying to a foreign market, you may wish you stayed home (Young, 2010: 34).Translation reflects culture, which is by no means a non-verbal behavior and is deeply rooted in the language culture. Except interior cultural communication, translation is also an exchange between cultures (郑萍萍, 2006: 98). As a means of communication, translation is used for multilingual environment, which have at last appeared increasingly conspicuous in public places (Newmark, 2001: 11).
Excellent brand name translation will promote the image of products and establish a good reputation invisibly so that consumers will prefer to purchase these corporations’ products. However, translating a brand name is more than designing a symbol with favorable sound, or giving the product an unparalleled identity. A brand name as a sociolinguistic symbol carries cultural meanings and sets boundaries on relationship building (Li Fengru & Shooshtari, 2013: 4).
Each brand name translation of P&G in China is very successful because translators take Chinese culture into consideration and apply it perfectly. Therefore, P&G Company can gain its reputation and succeed in this commodity battle.
毕业论文专用纸
IV. The Influence of Sino-American Cultural Differences on P&G Brand
Name Translation
A. The Influence of Thinking Modes
The way of thinking is a major source of the formation of national cultural differences. Different nations have different ways of thinking which may affect their use of language. It is the same when translating P&G Company brand names into Chinese. In view of different thinking modes, Chinese characters tend to be more intuitive and imaginative than English words do . Under this circumstance, translators usually use transliteration or innovative translation.
“Pantene (潘婷)” is named after a chemical name “panthenol (vitamin B5)”. This chemical can nourish hair and make hair resilient and moist for a long time. If paraphrase this brand name, it is likely to make Chinese consumers confused. So translators adopt transliteration, and the selection of each word is very careful. The Chinese word “潘” can remind people of “潘安” who is a handsome man in Chinese history. The word “婷” means graceful and elegant in the dictionary. This translation is in line with Chinese people’s emotional thinking modes perfectly.
“Head & Shoulders (海飞丝)” means head and shoulders literally in Chinese, which lacks beauty. Chinese may not understand what it means. So innovative translation is the most appropriate strategy. According to Chinese perceptual thinking modes, this brand name is translated into “海飞丝”, which makes people imagine a beautiful girl with perfect hair like the waves scattering on her shoulders. This translation is full of Chinese pursuit of artistic conception and imagery.
B. The Influence of Language Customs
Language is a rather special part and the foundation of the entire culture. Various language customs can give rise to consumers’ different preference to brand names. Chinese people advocate a kind of modest communicative way. Therefore, when translating American brand names, translators had better employ euphemistic Chinese characters. Generally, in consideration of the influence of
毕业论文专用纸 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
毕业论文专用纸 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.
毕业论文专用纸
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.
毕业论文专用纸
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