The free translation in the slogan

胡晨

Abstract：With the further development of world economy and globalization，the relationship between China and the outside world has become closer than ever before. There is no doubt that commercial advertisements play a dispensable role in forming the relationship between them. However，because the existence of cultural difference between China and Western countries，there are lots of difficulties in translating slogan in different cultural background. Therefore，figuring out some proper methods in free translation in slogan becomes much more important in this special era. In order to improve the quality of free translation in slogan and make contribution to explore the new market，this essay will make research on the similarity in English and Chinese free translation in slogan which will be expressed in the aspect of rhetoric，sentence using and structure using. At the same time，the research on the intimate link between brand and culture from the angle of intercultural have been conducted. Based on the principles of free translation in slogan to introduce the methods of free translation in slogan and try to put forward the strategies in terms of economic，products characters and other factors.

Key words：Slogan;translation;cultural difference;strategy

1.Introduction

With the rapid progress of globalization and intercultural communication，there are many unusual conflicts happening in the communication between Chinese and English background. slogan accounts for an important position because it can wipe out the limitation in interpersonal communication. So it is especially necessary to have a better understanding of the use of Slogans. With further development between different cultures，public has started to attach much more importance to Slogans，and a large scale of researches have been conducted to every aspect of Slogans. Meanwhile，it is very crucial to have a clear understanding about the idioms when we try to get familiar with culture. slogan is like an intangible bond to tie everything together which makes the possibilities to have a totally separate recognition. Therefore，free translation in slogans play a dispensable role in promoting the successful cooperations in diverse fields. As we all know，Slogans have been used frequently in our daily life，so it is necessary to have a better understanding about Slogans for intercultural communication. Because of the misunderstanding about the other culture，there are a large scale of cultural collisions. The analyzing of free translation in slogan can build the perfect understanding of the specialty of two utterly dissimilar cultures. No matter what the character it has，it acts as the strong national cultural features. Accordingly，we can dig out the essences of singular culture.

In addition，it is very crucial to have a clear understanding of the definition of Slogans，which can lay a solid foundation for the better brand translation. A slogan is a recognizable sign，design or expression which identifies products or services of a particular source from those of others. A slogan is typically a name，word，phrase，logo，symbol，design，image，or a combination of these elements. It is like any evidence to distinguish one goods from others. Slogans are used to claim exclusive properties of products or services. The use of Slogans by its owner can cause legal issues if this usage makes him guilty of false advertising or if the slogan is offensive. There is also a range of non-conventional Slogans comprising marks which do not fall into these standard categories，such as those based on color，smell，or sound. The essential function of a slogan is to exclusively identify the commercial source or origin of products or services，so a slogan，properly called，indicates source or serves as a badge of origin. In other words，Slogans serve to identify a particular business as the source of goods or services.

2. Literature Review

Li Yi（2009），the author started with the unique characteristics between English and Chinese Slogans. What's more，some basic strategies and methods of translation were put forward according to the current situation and problems in free translation in slogan. Finally，there are also some principles provided to make translation of Slogans immeasurably more effective. All the above is to arouse consumers' desire to buy，which will make the products more competitive.

LI Shitao（2008），tried to figure out problems and countermeasures in the translation of foreign Slogan. The author made full use of teleology as the theoretical basis and from the consumer's point of view，made a combination of a questionnaire survey and the results of existing research. In the meantime to sum up the contemporary problems in the translation of foreign Slogans. The core point was to make some appropriate recommendations for the setting of guiding principles of trade mark translation.

Judith Lynne Zaichkowsky（2006），tried to inform the public concerning the complexities of the issues of slogan imitation，integrating the disciplines of psychology，business，and law to the area of slogan violation and translation. Principles and theories from psychology and how they are related to clients' perceptions in the efficient market are used to explain why competitors steal the intellectual property of another company or entity. In author's opinion，Slogans are just a carrier to show the complicated psychology hides inside Slogans. There are a lot of feelings and emotions in Slogans.

3. Features of Slogan

There is no doubt slogan is very different with common English. slogan is the special English context mainly applied for international trade and international marketing. It has distinguished characteristics in lexis，syntax and rhetorical devices. Because of the limitation of economy，culture and environment condition，there are a large scale of conflicts can be found in international business. As a consequence，the clear understanding about the distinctive characteristics of slogan can lay a solid foundation for the successful business transaction.

4. Principles in Free Translation in Slogan

There are a lot of theories related to slogan，all of these theories can be very effective to get the better translation of slogan. The skopos theory，dynamic equivalence theory and the principle of “faithfulness，exactness，consistency” are the representatives for various theories.

5. Methods for The Free Translation in Slogan

Because the cooperation between different countries has become much more frequent than ever before，the translation of Slogans has attracted great importance from public. The principles of the Slogans translation have been realized. All methods can be considered as a very effective method for better translation which can minimize the mistakes as many as possible.

6. Conclusion

With the rapid development of Chinese economy and the relationship between Chinese and English countries become much closer than ever before. free translation in slogan is one of the most effective media to get well known with another culture，it is the highlight of culture and language using. Adequate translation of slogan is an ample matter. There are plenty of things that should take into consideration. Merely making a maximum use of translation strategies and skills，the beauty and all side translation can be worked out. So we should attach great importance to translation of Slogans so that the products can win a wide range of supports from all walks of society. In a word，a highly qualified Slogans translation is the robust foundation for better understanding of a culture.

Bibliography：

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