Dove Advertising and Body Odor Free Essays

When considering the product Dove it is a deodorant which gives extra protection for people who have body odor and it helps when a person needs it to protect from getting body odor, therefore Dove deodorant won’t make the move, the tag line that Unilever use for Dove will be used by unity Consultant to promote the product by using a new promotional campaign. Basically Dove has wide range of antiperspirant deodorants to protect people from getting body odor and it gives 24 hours protection, further, it gives physically freshness and mentally confident, even in the toughest moments. . We will write a custom essay sample on Dove: Advertising and Body Odor or any similar topic only for you Order Now 1 Target Market The promotional campaigns of Dove was mainly focused on it’s primary consumers who were young adult females involved in sports, and of course the working population of women and not-working women 16-45 who want to stay fresh and have an active life style and have the confidence to spend the rest of the day without having to worry about body odor. . 4. 2 Communication Objectives †¢Increase Dove brands market share by 10% within one year. Create awareness among the target group within one year to 30%. †¢Create positive feelings about the brand among 30% and preference among 15% of the target audience. †¢Communicate key benefits of the Dove deodorant that appeal to the target market. (www. uniliversrilanka. lk) 4. 3 Campaign Idea †¢ Increase brand awareness. †¢ Build brand image. †¢ Increase customer traffic. †¢ Increase inquiries from end users. †¢ Provide information Increasing consumption of an established brand They fol lowed IMC tools as follows, 4. 4 Advertising The main objective in advertising this was to create awareness and provide information about Dove and to make Dove the best product in the deodorant industry. Every major medium had been used to deliver these messages, including television, radio, magazines, newspapers, the Internet, carrier bags and billboards. How to cite Dove: Advertising and Body Odor, Essay examples

Direct Marketing Worldwide

Questions: 1. What are the main factors which determine whether an individual uses extended problem-solving or limited problem-solving? 2. What is the difference between direct marketing and junk mail and what have been the key drivers of the worldwide growth of direct marketing? Answers: 1. Main factors that determine behaviour of a consumer at the time of purchasing The decision making process is very important to every seller. The decision making process of a consumer can be defined by the process that the consumer undergoes while making any purchase of a product or service. This decision making process depends on various factors especially upon their past, current and future life situations. These factors influence what product or service the consumer will buy and in what amount. Therefore, it is very important for a seller to understand this decision making process of the consumers while making the product or service. Otherwise, it is impossible to satisfy the consumers requirement accurately. The decision making process of a consumer comprises of five steps viz. i) recognition of a product or service ,ii) information search about the product or service, iii)looking for and the evaluation of the perfectly substitute product, iv) purchase of the product, v) post-purchase analysis of the product(feedback about the product or service) (2012books .lardbucket.org, 2015). The decision making process or the buying behaviour of the consumer can be classified into different parts. These are 1) extended problem solving behaviour, 2) limited problem solving behaviour and 3) habitual problem solving behaviour. Among these three types behaviours, the first two behaviours are very important. In the following paragraph, the influencing factors behind these two behaviours will be discussed (Basic Reasons for the Growth of Direct Marketing, 2015). Extended problem solving behaviour: The situation of the problem solving behaviour arises when the consumer does not know anything about a product or service. The class, brand, main features of the product or service are not known to the potential customers and due to this unawareness, the consumer cannot be able to evaluate the product or the service. To know about this information, the consumers have to depend on the seller of the product. Limited problem solving behaviour: The situation of the limited problem solving behaviour occurs when the consumer knows the class of the product or service he /she wants to buy and also the major brands of the product or service and their attributes and features. But the consumer is not aware of some brand of the same product. This unawareness creates a lot of confusion in the consumers mind at the time of purchasing. In this situation, the purchase decision of the consumer solely depends on the information provided by the seller of the unfamiliar brand. This information in turn helps the consumer to make a comparison and evaluation between the known and unknown brands of the product or service (Belch and Belch, 2009). In case of extended problem solving behaviour (EPS), the consumer tries to gather as much as possible information about the product or service they want to purchase. In this situation, the decision of the consumer involves a high degree of risk. However, in limited problem solving (LPS) consumers have some idea before and, therefore, have to compare between little alternatives. Hence, this decision making process involves low risk. The factors that are affecting the buying decision making process are advertisement published, the physical situation of the consumer, the social situation, time situation, the reason behind the purchasing and the current mood of the consumer (Belch and Belch, 2009). The advertisement helps the consumer to know about different brands of a particular product and their respective features. The interior design, the location, the atmosphere of a store, the presence of customer care executives in store some time influences the consumers buying process. Also cro wding in a store is another significant situational factor that may define the buying process. The current social status and perceived future status of the consumer influences the consumer in making their purchase decision. The time of the shopping may affect the consumer either positively or negatively. The reasons behind the purchase i.e. whether the consumer has urgent need of the products or not also determines the decision making process and lastly the mood of the consumer while purchasing affects the consumers decision. Reference 1: 2012books.lardbucket.org, (2015).Consumer Behavior: How People Make Buying Decisions. [online] Available at: https://2012books.lardbucket.org/books/marketing-principles-v1.0/s06-consumer-behavior-how-people-m.html [Accessed 23 Aug. 2015]. HubPages, (2015).Principles of Marketing - Buyer Behavior. [online] Available at: https://hubpages.com/hub/Principles-of-Marketing-Part-2-Buyer-Behavior [Accessed 23 Aug. 2015]. Study.com, (2015).Understanding the Consumer Decision-Making Process: A Marketing Must - Video Lesson Transcript | Study.com. [online] Available at: https://study.com/academy/lesson/understanding-the-consumer-decision-making-process-a-marketing-must.html [Accessed 23 Aug. 2015]. YourArticleLibrary.com: The Next Generation Library, (2013).5 Factors Influencing Consumer Behaviour | Explained. [online] Available at: https://www.yourarticlelibrary.com/products/5-factors-influencing-consumer-behaviour-explained/22163/ [Accessed 23 Aug. 2015]. 2. Digital marketing is now viewed as a more effective marketing strategy to make the potential customer aware of a product of a company irrespective of the current location of the consumer and also at low cost. The digital marketing can be done either using the direct mail or using the junk mail. There is a clear difference between direct mail and junk mail. The latter mail is sent to the entire potential customer irrespective of their interest in the product mentioned in the email. However, the direct mail is those mail which is sent to only those consumers who are actually interested in the product and its all the relevant information like price, features, etc. This difference between these two types emails should be understood by the producer so that they can reach their targeted customer accurately (Hackley, 2010). Direct marketing through direct mailing enables both the customer and the producers to do one-to one communication and the producer can get an accurate response about its product that is not possible through junk mail. The consumer also on the other side can be able to place the entire query regarding the product or service. The main difference between the direct mail and the spam mail is the last one is sent to the automatically selected potential customers from some database. The sending of junk mail to the potential customer does not require any permission from them. However, the direct mail is sent to only customized consumers who are actually interested in the purchase of the product. In the promotion of a new product or in marketing campaigning, both mails are useful but the effectiveness of direct mail is much higher than the junk mails (HubPages, 2015). The key drivers of the worldwide growth of direct marketing Direct marketing can be defined as an interactive marketing system that uses different advertising medium to influence and also get responses from both the potential and actual customers. This direct marketing enables both the economic agents i.e. customers and producers to make an effective communication. This direct marketing helps the producers to deliver the information and the offer of the product. On the other hand, the consumers are also able to make a query regarding the product to the consumers directly through the direct marketing. The direct marketing can be done in various ways such as direct mail, campaigning programme in some departmental store, marketing programme in different television and radio channel, telephone calls. Among these various ways, the most effective means is direct mail. This direct mail helps the producers to reach the customers irrespective of their location. The cost of this type of market expanding strategy is very low and easy to access and contr ol. The direct marketing is growing tremendously than the traditional marketing over time. The key drivers of this tremendous growth in the worldwide direct marketing are increasing the growth of electronic media. Now media can significantly influence the customer to purchase any products. The other causes are increasing use of computer and electronic database. This electronic database enables the producers to store a large amount of customer information and use them within a second. The third driver is continuous improvement in the communication technology. This improvement helps the both party to make conversation if they require any time. The fourth factor is a continuous change in a type of the marketplace (Schultz and Kitchen, 2000). Lifestyle change and demographic change are other important factors of the growth in direct marketing. Economic development and the increasing international competition due to the globalization are also responsible for the worldwide growth of the d irect marketing. References 2: Basic Reasons for the Growth of Direct Marketing. (2015). [online] Available at: https://www.managementparadise.com/forums/principal-practice-direct-marketing/207429-basic-reasons-growth-direct-marketing.html [Accessed 23 Aug. 2015]. Belch, G. and Belch, M. (2009).Advertising and promotion. Boston: McGraw-Hill Irwin. Hackley, C. (2010).Advertising and promotion. Los Angeles: SAGE. Schultz, D. and Kitchen, P. (2000).Communicating globally. Lincolnwood, Chicago, Ill.: NTC Business Books.

University of Chicago free essay sample

Each year, University of Chicago hosts a hunt; a one-of-a-kind only competition that asks college students to find over three hundred items in little more than half of a week. Although most schools make analogous demands on a day-by-day basis, University of Chicago’s stands out in that its list is not an index of textbooks. Its list is not a rubric. Its list is the â€Å"Scav Hunt.† As part of the hunt, U of C asks students scour the streets for a list of notoriously arbitrary items. Most recently, it has called for both sentient and slain bodily organs (#8 and #267, respectively); a forthcoming monarch (#66), and cowboy attire that is both vegan and vagabond friendly (#77). Just as U of C asks its students and faculty to push beyond the boundaries of intellectual impossibility, the competition asks teams to find the impossible—and just as Enrico Fermi’s ambitions fashioned the first artificial nuclear reaction, students return to campus in cars brimming with umbilical cords, elephants, and bee beards. We will write a custom essay sample on University of Chicago or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Their zeal inspired me to embark upon a quest of my own; an enumerated prowl for the most unpredictable albeit paramount of undergraduate attributes. This is what I came up with. 1. ______ Campus architecture that resembles Hogwarts. [20 points, +5 points for dining arrangements reminiscent of the Great Hall’s, +10 points for a credible ‘house’ system] 2. ______ A curricular intersection of my intellectual inclinations and interdisciplinary intrigue. [100 points, +200 points for the birthplace of a completely new school of economic thought, +100 points for a top-tier law school with introductory courses open to undergraduates] 3. ______ A legacy; perhaps Freakonomics, Obama, and Ashcroft? [10 points] 4. ______ A student ID that doubles as a free admission pass to two of my favorite museums, The Art Institute of Chicago and Chicago’s Contemporary Museum of Art. [10 points] 5. ______ Weekly milkshake discounts. [5 points] 6. ______ A ‘core’ curriculum that does not make laughter painful. [25 points] 7. ______ A stimulating community of individuals committed to maximizing their impact upon society [30 points, +1 point for each approachable hipster intellectual] 8. ______ A mutual coexistence of professors and undergraduate seminars that doesn’t end with a photo session. [25 points] 9. ______ A picturesque synthesis of my favorite city’s scenic wonder; an emblem to the real-world relevance of exhaustive instruction. [20 points] 10. _____ Mock Trial, Student Government, and Students for a Democratic Society. [10 points] Although I have kept the University of Chicago at the back of my mind since the seventh grade, it wasn’t until this summer that the college became my top choice. As I began to pursue an overwhelming assortment of college guidebooks, I discovered a shocking disparity. Despite all that each institution claimed to offer, none but U of C could offer me what I wanted in a college—concentration; a challenging core; a clever community. None but U of C could bring me that intellectual and interactional fulfillment that I have always longed for. None could even offer me the opportunity to write this—an essay based wholly off of a whimsical scavenger hunt.

5 Ways to Expand into a New Market

5 Ways to Expand into a New Market As the marketplace becomes saturated with new freelance writers every day, you must stay competitive. Often, this means pursuing opportunities in a new market. Whether you are diversifying to meet financial goals, or out of curiosity, here are 5 ways to expand into a new market: 1.   Write From Personal Experience Are you a technology lover? Have you had personal experience with substance abuse? Ever been pregnant? Just because you do not have formal training or professional experience does not mean that you cannot write authoritatively on a subject. Client ads will often specify whether they want you to be a credentialed expert, or just be well versed in a subject. Start 2.   Write For Sites You Like One of my first clients was secured after I sent an e-mail expressing my love for their website. If you take pleasure in reading articles on a site, you are bound to enjoy writing articles for the site as well. Excelling at the task will be easier because you represent the target market and you are familiar with the preferred writing style. A complimentary e-mail to the editor explaining why you like the site and why you want to become a contributor is worth the effort and may land you the gig. 3.   Volunteer Consider writing for free if it will help establish you as an authority and bring future opportunities. Weeks after I opted to contribute to a website without pay, I had my first syndicated article on Huffington Post. The site formed a partnership with Huffington Post shortly after I joined as a contributing writer. The exposure led to more traffic on my website and new writing opportunities. Before you consider writing for free, I suggest taking the following steps: 1. Review the sites content: Read its articles, editor’s

The Important Key Principles for Developing Reading Skills Essay - 1

The Important Key Principles for Developing Reading Skills - Essay Example A number of methods and techniques that demonstrate the implementation of these theoretical perspectives in the classroom are also articulated, including methods for specific class environments. Contemporary research into foreign language reading instruction notes that teaching models are greatly varied. Teaching models in first language reading have served foundationally as models in teaching second-language reading. Stahl and Hayes (1997) have discussed the ways that academic models influence and help shape approaches that teacher’s adept in the classroom. The types of models also change with practitioners’ age and experience.The main concern is that the difference between first language reading teaching and second language reading teaching is that the students have already developed first language reading skills that are influencing the second-language reading process. The different orthographies of the first-language also affect the second-language reading ability a nd researchers argue that this must be taken into consideration when developing lesson plans. Second language reading theory dates back to the inception of psychology as a formal discipline with cognitive theorists such as William Wundt. This research focused mainly on investigating perceptual issues. Beginning in the 1880s researchers fore-grounded the foundations of what came to represent the predominant focus of studies for the next century. In 1908 Huey published Psychology and Pedagogy of Reading which shifted focus in a more behaviorist slant until the 1960s. With Syntactic Structures and further attacks on behaviorist processes, academic attention shifted back to perceptual issues, with researchers investigating reading speed and eye focus. Notably, it was around this time that reading comprehension became a major issue for teachers. Today there are a number of key principles that are crucial to teaching reading in the foreign language classroom.  

The Name Of The Rose Essay Example | Topics and Well Written Essays - 500 words

The Name Of The Rose - Essay Example The chief suspect for these deaths, William asserts, is the library assistant Berenger.   But there is more to the mystery than the series of deaths, for further probes inside the library unravel great hidden secrets that could embarrass and topple Christian authority over the masses.   The intrigue and the suspense intensify as further evidence and events unfold, leading to a gripping climax and ending.   The books in the library are the special significance to the plot and substance of the movie.   It is suggested by William early in his investigation that notes and translation to the Greek version of a book are found on the desk of Venantius.   And later during the investigations of the library, he discovers invaluable collections of ancient wisdom, including such Greek luminaries as Aristotle, Plato, Socrates, etc.   The Abbott and the institution of Church would not be pleased upon learning of this discovery, for this ancient wisdom is more sophisticated than what is found in the Holy Bible. More importantly, that such wisdom could emanate from Pagan worshippers such as the ancient Greeks would undermine the authority of Christian theologians in Medieval Europe.   Considering all these potential threats to their power and privilege, the presence of these books in the hidden library has been kept a tightly held secret.   And attempts to crack open its access points are w hat sets up the central plot of the story.   Hence, the books and the secret library containing them are central to the narrative. The message to be gathered from this story is rather discouraging.   Authority figures usually tend to act brutally and ruthlessly in suppressing dissenting voices and views.

The Influence Of Cultural Difference On Trademark Translation Cultural Studies Essay

The Influence Of Cultural Difference On Trademark Translation Cultural Studies Essay As a product of the development of the world market economy, trademark has been well regarded as a key element in the success of the advertising of an enterprise. Trademark is closely related to the sales and reputation of businesses and it has long been proved by history that a successful trademark would always facilitate the success of a business. As for trademark, it may have the following functions. Firstly, the trademark performs the role of identifying the goods of a particular manufacturer and gives an indication of its origin, or establishes a connection in the course of trade. Secondly, trademark assures quality of the product and acts as a symbol representing the goodwill of the business.(wikipedia, 2011) Also a trademark advertises the product and creates an image in the mind of the ultimate purchaser. Therefore, the naming of trademark has developed into an important strategy in winning the market for businesses all around the world. Since Chinas accession into the WTO in 2000, it is becoming increasingly involved in the world market economy and is faced with more chances as well as challenges ever in history. Furthermore, with the rapid development of global economy integration, more and more foreign commodities have been rushing into Chinas domestic market, posing even fiercer competitions in terms of not only quality and service of commodities but also trademarks. All these have suggested that the study on the translation of trademark is of great importance. Over the past several decades, with the rapid development of the world economy, numerous new-born industries have sprung up all around the world. This has consequently made the trademark one of the fastest and most dramatically developing advertising texts which influence peoples life in various ways and which, as the economy further develops, would exert even more influences on the world. However, being inconsistent with the rapid development of trademark terms, trademark translation, which is becoming increasingly important internationally due to the dramatic development of economic globalization, is still in its infancy stage with only few articles or monographs on trademark translation available in domestic study. Good news is that trademark translation as a whole has been receiving increasing attention from advertisers, marketers as well as scholars, though none of their studies exclusively specialize in trademark translation. As a matter of fact, trademark translation is regard ed as part of advertising translation and studies on trademark translation have been included in some of the studies on advertising translation. Therefore, the development of advertising translation could to some extent, shed some light on the evolution of trademark translation. In 1972, the term of advertising translation made its virgin appearance among the people in Hurbins article Peut-on Traduire la Langue de la Publicite-Can You Translate the Language of Advertising. Hurbin states in the article the importance of the study on advertising translation and demonstrated the way advertising materials such as brand names, slogans and trademarks are expressed in different languages. (Hurbin 24-32) Vestergaard and Schraders The language of Advertising in 1985 illustrates the range of linguistic and visual techniques advertisers use to achieve emphasis and special effects. They reveal the ways in which the advertiser preys on beliefs about sex roles and prejudices about social groups which bring the previous studies to a discourse level. In 1995, Candace Seguinot, in her article of Translation and Advertising: Going Global in Cultural Functions of Translation, discusses translation advertising from a cultural and semiotic perspective, saying that the marketing of goods and services across cultural boundaries involves an understanding of culture and semiotics that goes well beyond both language and design(Seguinot,1995:55-72), which indicates the importance of cultural elements in translating both ads and trademarks. After that, with the emergence of the ever fast-developing international trade and economic globalization, studies on advertising translation have increased in number. 1997, Smith V. and C.Klein-Braley published a paper Advertisinga Five-stage Strategy for Translation in which they concluded the approaches to the problem of translating advertisements into five categories, and some of them such as Straight translation, Adaptation(keep visuals, change text slightly or significantly) and Revision(keep visuals, write new text) are regarded as quite applicable to trademark translation. And in line with the economic globalization, Mathieu Guidere wrote a book named Translating Ads in 2000 which is considered to be the only book exclusively specializing in advertising translation. In his book, Mathieu aims at describing advertising translation in the context of globalization and deals with the advertising of multinational corporations which are in need of translating their slogans, communication campaigns and trademarks into several other languages. Mathieu also proposed the translation be effective in a purpose to promote the sales of the product or service in the target culture. ( Guidere 89) In China, the study on advertising and trademark translation did not begin until the 1980s for China has just been going to the international economy for about 30 years. During that period of time, most of these studies were done from the lexical, syntactical or rhetorical perspectives. And it was in the 1990s that several advertising and trademark translation principles came to take their initial shape. Among these, various new perspectives such as religious, aesthetic and psychological perspectives were added to the principles of ads and trademark translation. According to domestic data available, Zhao Jian-cheng and Yu Liu-guo (1993) applied the theory of textual function in their study of advertising translation. And later, Huang Guowens book Theory and Practice of Discourse AnalysisA Study in Advertising Discourse (2001), made a detailed study of English advertisement from the perspective of Systemic-Functional Linguistics. (Huang 75) The book of Advertising Linguistic: A Course Book (2009) by Cao Wei and Gao Jun is yet another example of an overall study on advertising and trademark translation from lexical, syntactical and rhetorical perspectives. In recent years, pragmatics has emerged as another approach toward advertising and trademark translation. Apart from this, there are also experts who suggest advertising and trademark translation be done under mere consideration of the cultural and ideological differences between different audiences while literal honesty to the original texts should be discarded when addressing oversea audiences. 2.2. Problems in Previous Researches However, despite the increasing researches and studies on advertising and trademark translation, some problems remain unsolved. Trademark is one of the most important means of advertising products because it performs the role of identifying the goods of a particular manufacturer and makes the first impression of the goods on consumers, which would create an image of goodwill in the mind of the ultimate purchaser. Thus, trademark translation becomes a very important task in introducing products to overseas markets in different cultures. Nowadays, the situation is becoming even more urgent under the circumstances of the deepening economic globalization which has made international trade across different cultures a common place. Regrettably, although great achievement of the study of trademark translation has been made, there are still some problems remain unsolved. Firstly, most studies done in this field is based on the manifestation of specific examples of trademark translation witho ut a series of systematic and scientific theories. There are a lot of good examples of trademark translation but there is never a systematic and scientific theory by which researchers can follow. Some of the traditional theories, in most cases, may lead to misunderstandings resulting from undue adherence to the source text and inadequate consideration of cultural differences. Secondly, the previous studies of the translation of trademark-a symbol of the rapid changes in modern society-has lost its charm of vigor due to the lack of fresh materials with repeatedly quoted examples and single minded perspective: Coca-cola which is translated as à ¥Ã‚ Ã‚ ¯Ãƒ ¥Ã‚ Ã‚ £Ãƒ ¥Ã‚ Ã‚ ¯Ãƒ ¤Ã‚ ¹Ã‚  and Benz as à ¥Ã‚ ¥Ã¢â‚¬ Ãƒ ©Ã‚ ©Ã‚ °, etc. Finally, the studies of trademark translation are mostly done in forms of papers or essays with few systematic and scientific monographs or books specializing in the study on this subject. 2.3. The Importance of the Study As has mentioned above, trademark is a product of the development of the world market economy and it has been well regarded as a key element in the success of the advertising of an enterprise. Trademark is closely related to the sales and reputation of businesses and it has long been proved by history that a successful trademark would always facilitate the success of a business. A trademark is embodied with rich cultural content. The cultural differences between different nations play a major role in understanding advertising and advertising or trademark translation, for cultural differences have their manifestation in social conventions, consumers psychology, religion and aesthetics, all of which have a dramatic influence on peoples life. Some scholars has concluded that trademark translation is not just a simple transfer of one language to another, but a blending and collision between different cultures, thus, making trademark translation more of a cultural translation. Therefore, the study on trademark translation from a cultural aspect is indeed very necessary and important. 2.4. Theory Applied in the Study To analyze the influence of cultural difference on trademark translation, the Adaptation Theory from Verschueren is adopted by the author for it provides a more comprehensive perspective from social, cultural and cognitive aspects for the research on trademark translation. The theory of adaptation is advanced by Verschueren in his book of Understanding Pragmatics, 1999. The theory originates from the basic principle of adaptation for species in wild life-in order to survive the bitter wild environment, biological species have to constantly make adaptations to the changing environment. In Verschueren eyes, the same holds true for the language communication-language using is a process of adaptation in which communicators making negotiable linguistic choices from a variable range of possibilities in such as way so as to approach points of satisfaction for communicative need (Versehueren, 1999:61). He then thoroughly examined the social progress of communicating and included the social, cultural and cognitive aspects in his theory from the perspective of pragmatics. However, previous approaches of trademark translation lay emphasis on the result of trademark translation while neglecting translating process. Therefore, the research on trademark translation under the framework of adaptation theory is almost a virgin area. In this regard, the author of this paper, enlightened by the findings of the Theory of Adaptation, considers it to be the best theory for trademark translation from the perspective of cultural difference. Under the Adaptation Theory, Verschueren maintains that the language consists of three properties, namely, adaptability, variability and negotiability which is quite in line with trademark translation, for trademark is changing and spreading rapidly across different cultures nowadays and the variability provides different choices for translation, negotiability explains how choices are made for different cultures and the adaptability interprets why choices are made. Also, the research scope of Verschueren covers social, cultural and cognitive aspects which are similar to the basic elements of cultural difference with social to social conventions and cognitive to psychology. 3. Understanding of Trademark 3.1. Definition of Trademark The Longman Dictionary of Contemporary English defines a trademark as a special name, sign, or word that is marked on a product to show that it is made by a particular company, that cannot be used by any other company(HarrisLevey, 1975). And according to the definition of trademark from en.wiktionary.org/wiki/trademark, a trademark is a word, symbol, or phrase used to identify a particular companys product and differentiate it from other companies products.(Wikipedia, 2011) Mostly, a trademark is composed of a whole picture and one or a few words. For instance the trademark of, which consists the word BMW and the whole picture of . Some may feel confused about such term as trademark, trade name and brand name. These three terms do not only share a large number of similarities but also great differences that lie mainly in four aspects: firstly, according to the definition of trade name in Longman Dictionary of Contemporary English a trademark is different from a trade name in that the precious one is used to identify a particular companys product while the latter is used to identify a particular manufacturer or company engaged in production(Longman Dictionary of Contemporary English, 2004). Therefore, a trademark can be used individually while a trade name cannot. The difference between a trademark and a brand name mainly lies in that a brand name has a larger scope than that of a trademark or in other words, a trademark may be part of a brand name while a brand name is not. 3.2. Functions of Trademark An successful translation of a trademark from one culture to another is very important for the marketing and development of a enterprise because of the following functions a trademark may have. Informative function: As a special means of advertising, trademark contains a lot of information about products. A trademark is just like a bridge which conveys the most distinctive features of a product directly to customers. For instance, the translation of the trademark Rejoice to à ©Ã‚ £Ã‹Å"à ¦Ã… ¸Ã¢â‚¬ (shampoo) implies part of its function which is smoothing your hair. Excelle(car) originating from excellent gives an impression of superb quality and in the case of Fairlady(shoes for femal), it serves as a bridge that combines its product and the target customer which in this case refers to women. In this way, customers would find it easier to find what they want and companies easier to market their product. Aesthetic function: the creating of a trademark is an art that integrated the creating of graphic beauty, phonetic beauty and semantic beauty rather than just a work of choosing words, for creating a readable, easily memorizing and attention attracting trademark is one of the most important aspects in the advertising and publicizing of a product. A successful example in the realization of aesthetic functions of a trademark would not only provide sufficient information but also possess a sense of beauty, easy to memorize and would finally arouse customers deaire to buy the product. Persuasive function: as one kind of advertising text, the ultimate goal of a trademark is to persuade customers to buy its product. Therefore, a trademark text should not only provide enough information about the product but also be psychological appealing. For example, the word à ¥Ã‚ Ã¢â‚¬ °Ãƒ ¥Ã‹â€ Ã‚ ©(aotomobile) in China means auspicious and good luck. It arouses customers purchasing desire by appealing to their psychological needs. Due to the difference of development in history, different value concepts have been developed into the society. The difference between values may have its manifestation in many aspects such as aesthetic concepts, different views on beauty and so on. Western trademarks have a preference on naming trademarks after names-names of the founders or celebrities-for their worship for individualism is embedded in their values and they lay much emphasis on special, independence, or self-reliance. On the other hand, Chinese trademarks are always named after flowers or animals or other substance in nature, for the Chinese values are greatly influenced by its traditional philosophies of Confucianism, Taoism and so on. They lay much emphasis on the harmony of nature and the balance between human society and nature. Therefore, their admiration for the nature and the substance in of nature is also embedded in their value concepts. The psychological differences between China and western countries mainly refers to their difference between philosophy, science, religion, art and other concepts. Formed through their work and development generation after generation, the psychology of a nation is an integral part of a culture. It reflects peoples views on certain things such as their preference or prejudice toward certain things, taboos and so on. For instance, the number 13 is considered to be a serious taboo in the west while in China it indicates nothing else but the figure 13. Customers have a tendency to lay their confidence in those commodities whose trademarks contain positive meaning rather than those with negative meaning. Therefore, in the case of figure 13, translators should spare no effort to transliterate the negative meaning of 13 for the target customer. Customs and social conventions together is regarded as an overt expression of the social culture of a nation. It reflects a cultures unique way of life which makes up the major aspect of a society. The difference between what Chinese people and people from the west will say in their greetings serves as a good example: Chinese people usually express their greetings by asking if he/she has had his/her meal or not when he/she encounters an acquaintance accidentally, while this is considered to be very misleading in the west for people would take it seriously that you want invite him/her to have a meal with you. Customs and social conventions is also a important element which may have a great influence on customers purchasing activities. A trademark translation which is appealing to the customs and social conventions will very likely win the target customers trust and thus arouse their desire to purchase. Cultural values actually contains a so large range of contents that in some cases other cultural elements such as psychology and customs could all be included in it. Indeed, many people believe that value concept is one of the most influential factors that influence customer behaviour. Value is considered to be so important because it is a series of principles and criteria learned throughout peoples life which tell people what to do, what to pursue, whats right and wrong, whats required and whats forbidden. It permeates a culture and exerts tremendous influences on every part of life. An understanding of value may help us understand the behaviour of other people and thus resolve many problems and conflicts. This is also very helpful in the translation of trademarks and the promotion of sales. For example, Americans hold different value concepts toward politeness from those of Chinese. They consider the punctuality of time a more important part of being politeness than Chinese people do. By knowing this, when Chinese businessmen are doing business in America, they may pay more attention to puncutality so as to leave a good impression on their American counterparts. However, an understanding of value is just not enough in the case of trademark translation. Value is associated with things such as ethics, morals, religions and attitude toward life which are so deeply embedded in one culture that it can be transmitted from one generation to another without any tremendous change. Therefore, when trademarks are to be translated into the target culture, the cultural contents should be adapted so as to conform to the values of the target market and promote sales consequently. Different countries have different customs and social conventions which would exert tremendous influence on what product are to be manufactured, how they are manufactured, by whom will these product be purchased and in what way will these product be consumed. These information are all very important to trademark translation, for something which is very necessary and appropriate in one country may turn out to be redundant and ridiculous and fail to attract peoples attention in another. China and western countries have developed a series of different customs and social conventions such as different political systems, different festivals, different ways of greeting, different views toward animals and different aesthetic concepts. When a trademark is to be marketed in another country, it must be adapted to the target social conventions and customs. Chinese and English are very different from each other in all aspects. They have developed different idioms or phrases. There is a classic example of how different idioms and phrases can effect ones sales. à §Ã¢â€ž ¢Ã‚ ½Ãƒ ¨Ã‚ ±Ã‚ ¡ is a famous trademark for battery, it carries a meaning of purity(à §Ã¢â€ž ¢Ã‚ ½) and strenth(à ¨Ã‚ ±Ã‚ ¡). However, the word à §Ã¢â€ž ¢Ã‚ ½Ãƒ ¨Ã‚ ±Ã‚ ¡ which means a white elephant in English has a different implication in western countries. In the west, a white elephant is a conventional phrase which refers to something useless or necessary. Therefore, the trademark of à §Ã¢â€ž ¢Ã‚ ½Ãƒ ¨Ã‚ ±Ã‚ ¡ can never be translated directly into white elephant. A better option is that is can be translated into brown lion which carries an implication of strength and power. It is known to us all that westerners have a opener character toward many things such as love than Chinese people do. Consequently, west trademarks are also more open and direct in expressing such things. For example, Kiss Me is considered to be a appropriate trademark for cosmetic, for it directly expresses womens pursuit and wish for love, thus arouses womens sympathetic responses in their inner hearts. However, Chinese people tend to have a more conservative and traditional concept toward such things as love and so on. In order to conform to the target customers psychological custom, the trademark should not be translated into à ¥Ã‚ Ã‚ »Ãƒ ¦Ã‹â€ Ã¢â‚¬Ëœ. Instead, it is translated as à ¥Ã‚ ¥Ã¢â‚¬ ¡Ãƒ ¥Ã‚ £Ã‚ «Ãƒ §Ã‚ ¾Ã… ½ which implies the beauty(à §Ã‚ ¾Ã… ½) of women. In Chinese history, à ¦Ã‚ Ã…“à ¥Ã‚ ºÃ‚ ·is a very honourable person for he is the one who first invented wine, a kind of drink which has become part of Chinese peoples life in history. Therefore, he is honored as the god of wine by Chinese people and there is also a trademark for wine named after him. However, when à ¦Ã‚ Ã…“à ¥Ã‚ ºÃ‚ ·was introduced into the west, it was translated into Chinese pingying Dukang which failed to convey its traditional meaning to customers in the west. As a matter of fact, though China and western countries have different tales and traditions, there do exist an western version Chinese à ¦Ã‚ Ã…“à ¥Ã‚ ºÃ‚ ·, namely, Bacchus who is the god of wine and fertility in Roman mythology. In this way, the trademark of Bacchus can bring about associations with wine and alcohol for westerners. Beside all these mentioned above, there are still many differences in customs and social conventions which marketers should pay special attention to in trademark translation. For instance, the unit China and western countries use to measure the same thing may be well different from each other. Chinese people usually use such unit as cm, m, kilometer, kilogram etc. While most western countries prefer to use such unit as foot, inch, pound, oz. Such differences in social conventions sometimes may cause difficulty in understanding and thus affect promotion in sales. Therefore, in some cases, such units should be replaced by those that are familiar to the target customers. However, all these differences talked above are interrelated and no one can be replaced by one another. They are integrated as a whole and exert an joint influence rather than respective ones on trademark translation. Therefore, in the process of translating trademarks, marketers should take all these cultural aspects into consideration so as to work out a version that conforms to the target culture to the largest extent possible.