服装翻译示例
温柔似野鬼°
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2020年07月31日 18:23
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(3) Underwear
“Victoria’s Secret” has symbolized glamour and romance since its foundation. This women’s underwear brand gets its name from the love story of its founder with his lover. The beautiful love story adds the romance to the brand and the word “secret” is luring people especially women who are curious enough.
“LaPerla” is the most beautiful and also most expensive underwear brand in the world. The brand name “LaPerla” consists of two parts “La” and “Perla” which means pearl. Most women love pearl because of its elegance and purity.
“Calvin Klein” short for “CK” is an American brand. It uses the founder Calvin Klein’s name and carries on his spirits: purest, simplest and most fashion.
4.1.1.2 Analysis within the categories of consumers
(1) Ladies’ wear
Many ladies clothing brands are named after their founders or designers such as:
Chanel – GabrielleChanel
Dior – Christian Dior
Armani – Giorgio Armani
Versace – Gianni Versace
Valentino – Valentino Garavani
Some brand names use common nouns or create compound words to convey special meanings to attract their consumers. For example:
“Only” means being the only one and the best one. All women want to be unique, out of the common and pursue their distinctive style. Then “Only” can make them feel that they are special and the best.
“Weekend” emphasizes a leisure lifestyle. As the name “Weekend” refers to the holidays after work it offers women more casual clothing to make them feel relax and enjoy their life.
“FGFEEL” is short of “feel good feel” which demonstrates well its life philosophies – freedom, sunshine, health and bright.
(2) Men’s wear
Here are some famous brand names named after their founders and designers:
Ferre – Gianfran Ferre
Gucci – Guccio Gucci
D&G – Dolce&Gabbana
“Hugo Boss” takes an essential role in men’s clothing market. The word “Boss” represents masculinity and stable men with successful careers and high social statues. A man will feel confident when he is wearing a “Boss brand” clothes.
“Boy by Band of Outsiders” is an American brand. This brand name is different from others as it is a noun phrase rather than a short noun. From the name we will be implied that it is for young boys or men who want to be young and fashion forever.
(3) Children’s wear
In naming children’s clothing brand, children’s characteristics of innocent, pure lovely, healthy and so on should be taken into
consideration.
Many international children’s clothing brand names are named after famous and popular animation figures, for example:
“Snoopy” is well-known among children and also adults. Children like this lovely, kind, honest and upright dog who always daydreams. “Snoopy” makes children feel that happiness is like a warm puppy.
“Garfield” is another popular animation figure that is favored by people all around the world. Though Garfield is very arrogant and domineering but children think he is very cool. Certainly with these faithful fans, the clothing brand “Garfield” is sure to be welcomed.
Some other children’s clothing brands catch the characteristics of children and reflect them in their brand names. For example:
“Naturino” is a brand of children’s leather shoes. The brand name “Naturino” means the son of nature. It promotes the idea of children’s growing up naturally and healthily. And the shoes of naturino will protect children’s feet. All parents hope that their children can grow up healthily and would try their best to satisfy children’s needs. “Cankids” is a Korean brand advertising that kids can be a super hero in their world.
Most of the above mentioned brand names are translated into Chinese successfully, because transliteration and free translation are well combined. This translation method is the preferred by translators since the translated name can remain the basic sound of the origin name and be meaningful in Chinese words [16]47. For example, “Nike” is translated into “耐克” in Chinese which means that it is durable and can help people to overcome difficulties and win. Compared with the transliteration “奈基”, “耐克” is much better. “Reebox ” to “锐步” and “Puma” to “彪马” are also such examples as they are not just translated literally as “非洲羚羊” and “美洲狮”.
The brand names such as “Adidas”, “Kappa”, “Armani”, “Dior” etc. which come from the names of founders or designers are tend to be transliterated directly into “阿迪达斯”, “卡帕”, “阿玛尼” and “迪奥”. But in transliteration, translators should choose more suitable words, not any word having similar sound is replaceable. For example “Chanel” has been translated into both “夏奈尔” and “香奈儿”. The words “夏” and “香”, “尔” and “儿” sound similarly but they have different meanings in Chinese and “香奈儿” is more popular because it implies that women who wear “Chanel” are lovely beauties and smell good. An typical case of free translation is “FGFEEL” to “普普风” which is short for “popular” and represents popular art while “Feel good feel” is the spirit of “普普风”. Therefore the translation “普普风” can well demonstrate the design philosophy of this brand and caters to young consumers characteristic of pursuing fashion and being popular.