Logo translation in the view of intercultural communication

【Abstract】This essay probes into intercultural communication through logo translation， especially the airline logo. Logo translation consists of language and culture translation.The logos mainly stem from the countrys symbolic things， which are closely related to their cultures. Therefore， we can learn some cultural differences between Chinese and English from analyzing samples of logo. The airplane can represent a countries image， so they all are influenced with their unique culture.

【Key words】intercultural communication； logo translation； history； airlines

【作者简介】王昊玥（1987.07.10-），女，汉族，上海外国语大学，硕士，研究方向：工商管理，全球传播。

Ⅰ. Introduction

With the development of the world economy，logo translation is becoming increasingly important to company development. Whether the commodity sells well or not， doesnt only depend on its good quality， but also depends on appropriate logo translation.Therefore， we can learn some cultural differences between Chinese and English from analyzing samples of logo between Chinese and English.

Ⅱ. Background

From the view of the development of logo translation， we also need to consider cultural differences. Different peoples have different cultural traditions， national customs and habits， etc. These differences result in peoples different attitudes towards the same or similar things. Now， logo is the symbols of goods， which leave the first impression on people， and have directly impact on consumers visions， hearings and psychology.

Ⅲ. Intercultural communication

Intercultural communication is an interdisciplinary field of study which incorporates research from disciplines such as social psychology， sociology， cultural anthropology， sociolinguistics， and， of course， communication. Translation of logo name is a form of inter cultural communication. The translators should also pay attention to some cultural taboos and choose appropriate method to translate.

Ⅳ. Logo translation methods

4.1 the surface layer translation

The surface layer translation is a kind of translation just on the surface meaning of the words，Literal translation and sound translation are two surface layer translations.

4.1.1 Literal translation

Literal translation is to translate the logo names according to its literal meaning.It can better indicate the authors original wish and keep the conformity with the logo designs.

Take 港龍 ，one of Hong Kongs biggest airlines ，for example.龙 is translated into English.“Dragon”. Compared with the western culture， dragon is a monster in some western stories，but means luck and nobility in china.so when we translate “龙” in English， we always say “Chinese dragon”，when we translate “港龙航空” in English ，we can say“Hong kongs dragon airline” which means this dragon is different from western dragon.

4.1.2 sound translation

One successful example of sound translation is the Greek airline logo translation， which is called“Olympic airline”， we translated it into “奥林匹克航空”， as we all know， Greece was the original place of Olympic games. So when we heard “奥林匹克”，we can imagine Greece at once.

4.2.The deeper layer translation

The deeper layer translation is a kind of translation according to cultural and historical factors， discover the deep meaning of the words.

4.2.1 cultural translation

Logo translation also has much to do with culture.

Canada airline uses a national identity in the markings of its craft-the venerable Canadian maple leaf. The best way to translate it is “枫叶航空”，because maple can represent Canada .The National Flag of Canada， also known as the Maple Leaf， The maple leaf has served as a symbol celebrating the nature and environment of what is now Canada since the 1700s.Australia airline， Qantas Airways Limited is the national airline of Australia. The name was originally“QANTAS”， an acronym for“Queensland and Northern Territory Aerial Services”. Nicknamed “The Flying Kangaroo”， we can call it“袋鼠航空”，because The kangaroo is a national symbol of Australia.

4.2.2 historical translation

Sometimes， translation is also affected by historical factor.New Zealand airline， The Air New Zealand Maori symbol is a koru. It is a stylized representation of a fern frond unfolding， and signifies new life， growth and renewal. The koru was first applied to the tail of Air New Zealand aircraft with the arrival of the DC-10 in 1973， and has remained ever since.

Ⅴ. Conclusion

Logo translation is a science as well as an art.The translators should not only convey the original meaning appropriately but also make it accepted as well as appreciated by consumers in target market. Intercultural cultural difference serves as a major influential factor.

References：

[1]胡文仲.跨文化交際学概论[M].外语教学与研究出版社，1999.