The Cultural Influence of Animal Connotations on Chinese and English Brand Name Translation

孙闪闪

Abstract：The cultural differences between Chinese and western countries have a significant impact on Chinese and English translation of brand names. And due to different customs，animals also have different connotations in China and western countries. This paper introduces the different connotations of animals and the cultural influences on Chinese and English brand name translation.

Key words：animals connotations；cultural differences；brand name translation

Animals play an important role in both China and western countries. But due to different customs，some animals have different connotative meanings in China and western countries. Thus，Chinese and English brand names show their tendency to different animals.

Those animals that have the same connotative meanings can be directly translated into the target language. For example，熊貓牌（cigarette）is translated into Panda. Through literal translation，not only the spirit of the original brand names can be completely and correctly expressed，but also the translated brand names can arouse consumers interests in the products. But those animals that have different connotative meanings should be translated in other methods，such as free translation or creative translation. A important animal goat is regarded as timid，meek and learned people. While in English，there are three kinds of 羊. Goat is used to refer to lotharios；sheep means good people；lamb which often appears in the Bible refers to obedient people. One Chinese cashmere quilt brand name 山羊 was translated into Goats when the products were exported into UK. As a result，the products can not enjoy popularity due to the wrong word “goat”. There are more other examples such as 金鱼牌 Goldfish（lady bags），金鸡牌 Gold Rooster（shoe polish），鹿王牌 King Dear（cashmere sweater），红牛 Red Bull（beverage），七匹狼 Septwolve（mens wear），天鹅牌 Swan（washing machine），Camel 骆驼（cigarette），Dove 德芙（chocolate），and Sherwood 狮龙（acoustics）.

Many misunderstandings have been made because translators know little about the connotative meanings of animals in different cultures. Thus，typical animals connotative meanings are summarized.

All of animals listed in Table 3 have similar connotations in China and western countries，so those animals can be translated directly. For example，Lark is considered to be happy both in China and western countries，so百灵牌（musical instrument）is directly translated into Lark.

Table 3

Similar Connotations of the Same Animals

animals connotations

pig dirty，lazy

fox cunning

donkey stubborn

rat harmful，timid

lark happy

monkey naughty

snake saponaceous

Different from those animals with similar connotations in China and western countries，most animals have different connotative meanings. Some typical animals are listed in Table 4. For example，in China dragon is powerful，lucky and noble. Chinese people are tend to call themselves descendants of the dragon. However，in western countries，dragon is a fierce and cruel animal. Therefore，金龍牌（coach）is translated into King Long instead of King Dragon. Thus，those brand names shouldnt be translated in literal translation.

Table 4

Different Connotations of the Same Animals

animals connotations in China connotations in western countries

dragon powerful，noble，lucky evil，fierce，cruel，covetous

owl misfortune intelligence，wisdom

bear inability talent，strong

peacock beautiful arrogant，frivolous

bat lucky unlucky，scary

cricket sad happy

petrel brave trouble

bee busy unpleasant

butterfly beauty，true love levity

In China and western countries，different animals may have similar connotative meanings. Some animals are listed in table 5. For example，ox in Chinese peoples eyes is honest and hardworking，while in western countries ox can be divided into cow and bull. Cow has no special meaning and bull is the symbol of strength or recklessness. Horse has the same connotation with ox，because in ancient UK horse was used to plow in fields as ox was used to do it in China. After learned about this phenomenon，translators can replace one animal with another in brand name translation.

Table 5

Similar Connotations of Different Animals

animals in China animals in western countries connotations

ox horse honest，hardworking

tiger lion brave，courageous

elephant turtle longevity

magpie sparrow gossip

Because China has a 5000-year history，many animals exist in Chinese culture but not in western culture，which forms a vacancy of connotations of animals. For example，jade rabbit comes from a traditional Chinese tale，which stands for moon. However，in western countries there is only rabbit which is different from Chinese jade rabbit. For those animals，translators should translate their connotations directly.

Table 6

The Vacancy of Connotations of Animals

animals connotations in China connotations in western countries

cuckoo（布谷鸟） sad，dismal No such meaning

mandarin duck（鸳鸯） people in love No such meaning

Jade Rabbit（玉兔） moon No such meaning

In most circumstances，animals connotative meanings in different cultures are different. And translators should have a good understanding about them before they translate brand names，because as long as there is an animal name in brand names，what is emphasized is the connotative meaning not the denotative meaning. Therefore，successful translated brand names should not only convey the literal meaning but also the connotative meaning. If both sides can not be considered at the same time，the connotative meaning is more important.

References：

Samovar，L. A.，& Richard，E. P.（2000）. Communication between Cultures. Beijing：Thomson Learning Asia and Foreign Language Teaching and Research Press.

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