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1、Chinese Translation of Coca Cola:Analysis and Enlightenment AbstractThe Chinese translation of Coca Cola is thought to be a well-known good translation, and many people discussed the translation or brand translation with it as an example. A large number of books or articles generally and abstractly
2、conclude that the Chinese translation leaves people a kind of feeling of coolness and cleanness, pleases and attracts consumers attention and their favor, however there is not still a book or an article studying systematically and scientifically how good the translation is, neither wholly from persp
3、ectives of linguistics, culture and aesthetic translation. Based on the literature review and comparative analysis with cultural translation study and translation aesthetics, the thesis is to discover how good the translation is, based on the analysis of Chinese translation of Coca Cola from the asp
4、ects of linguistics, culture and translation aesthetics, and to build a criticism model of translation of brand names, in addition, to analyze the enlightenment of this translation in other translation activities.Key Words: kekoukele, coca cola, linguitic analysis, socio-cultural preference, beauty
5、1. IntroductionKekoukele, as a Chinese translation of Coca Cola, is well-known in China as a classic good translation. Zhan Pei considers it as a “perfect” translation, and many people also mention it as a typical good brand translation. Wang Bingqin discusses the brands expressive function, in whos
6、e book he concludes that the Chinese translation of Coca Cola by Jiang Yi is a famous translation all over the country. Hu Di thinks that the translation of Coca Cola is classic with the technique of alliteration and assonance, containing both good sound effect and meaning connotation, which sounds
7、fluent and rhythmed, and it also expresses the function and effect of the drink and Chinese psychological need. From articles and books, it is easy to found that the translation of brand is widely discussed, most of which are from a single aspect of culture, translation aesthetics or equivalence the
8、ory, the Chinese translation of Coca Cola is analyzed, but is not systematically and theoretically discussed, not from the perspectives of linguistics, Chinese socio-cultural psychology, and translation aesthetics, neither from the three aspects. Therefore, the paper is to analyze the Chinese transl
9、ation of Coca Cola from different perspectives, to evaluate systemically how good the translation is, and to further perfect the directive role of translation theories to translation activities, especially to the brands translation.2 Analysis of the Translation from the Perspective of LinguisticsLin
10、guistics is the base of translating research, as translation at first is the transformation from one language to another language, which will be affected by two languages, and the linguistic features of each language will have a great influence on translation, so the analysis from the perspective of
11、 linguistics is necessary and useful for the topic. 2.1 Contrast Coca Cola with its Chinese Translation from the Aspect of EtymologyAccording to Online Etymology Dictionary, coca and cola are two kinds of plant:Coca: 1616, from Sp. coca, from Quechua cuca. Coca-Cola invented in Atlanta, Ga., 1886, b
12、y druggist Dr. John S. Pemberton. So called because original ingredients were derived from coca leaves and cola nut. Cola: 1795, “genus of trees native to west Africa, introduced in New World tropics,” Latinized form of W.Afr. name of the tree (cf. Temne kola, Mandingo kolo).” http:/ The New Oxford
13、Dictionary of English, Coca is “a tropical American shrub that is widely grown for its leaves, which are the source of cocaine”, is the dried leaves of this shrub as a mass noun, which are mixed with lime and chewed as a stimulant by the native people of western South America. From books and diction
14、aries, it is easy to draw a conclusion that coca and cola are two kinds of trees which are the ingredient source of Coca Cola. And Coca Cola is a kind of a carbonated non-alcoholic drink with the material of Coca and Cola. Therefore, from the etymology the name of Coca Cola, has not any deep connota
15、tions or meanings, only represents a kind of popular drink.In Ci Yuan, the definition of “kekou” is delicious which means dainty flavor for something. In Chinese Great Dictionary, it is defined as “kekou, which means delicious in English, refers that the food is flavorful and to ones taste”. Accordi
16、ng to these definitions it can be found that kekou means delicious and tasteful, suitable to eat or drink, and kele means something making people happy and pleasant. So the four characters have a good feeling to the customers. In 1930s, Chinese American named Jiang Yi firstly chooses “kekoukele” as the Chinese translation of Coca Cola, which made Coca Cola known around the Chinese people and had a gr
