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□鲍培嘉（重庆大学）
9月15日，#茶颜悦色南京新店招牌引争议#词条登上微博热搜，截至上午10时，话题浏览量已超1.3亿。事情起因为有网友在南京新开业的茶颜悦色店门看到了名为“SexyTea”的英文招牌，觉得此翻译不妥，随着信息的进一步扩散，关于这一翻译是否合理问题引起了网友的讨论。
有观点认为，这一翻译引起讨论无疑是有些人的大惊小怪，“谈性色变”，英译招牌本身并无不可。而也有一部分网友认为诸如“性感”这样的英文表述配合古典的传统茶饮形象有些不妥。相关执法人员则表示，在实际执法过程中也很难判定商家使用的广告或是商标是否违规。
而无论抱持怎样的声音，我们都不难发现，“SexyTea”不会是“茶颜悦色”最好的英文商标译名。“sexy”在英文中是“性感”“吸引人的”等含义，显然，用在这样一个充满中国传统文化古典气息的茶饮品牌上，有些不相适宜。而据了解，这一词语在欧美等英语国家，也极少有冠于品牌名前的例子，在对外宣传时，也不易产生良好的品牌效果。
随着中外产品交流日益频繁，对双方文化的理解逐渐加深，用对方听得懂的语言和对方说话，才是更高效的沟通之法。品牌的名字是品牌和消费者沟通的重要媒介，进行品牌的对外翻译时，应立足产品特色进行合适的翻译，实现品牌宣发的“信”“达”“雅”，让来自不同文化地域的受众更好理解品牌，既要“听得懂”更要“记得住”。
放眼国内市场，不少品牌都做出了出彩的英文翻译，助力品牌走出国门。如国产品牌华硕将产品名译作“ASUS”，在古希腊是天马座的后半部分，是“高贵的，神圣的”代名词。创作抖音的字节跳动公司译为“ByteDance”生动表达出了跃动的符号，突出了程序员的浪漫。阿里巴巴（Alibaba）更是根植于西方文化中耳熟能详的神话故事，令消费者们印象深刻。
“性感”，固然不是什么贬义词，而对于品牌，合适的才是最好的。国内本土品牌在追求国际化、全球化的道路上，拥有一个足够响亮甚至是“洗脑”的品牌名，是令产品能够根植它国市场的重要基础。过度的宣发和不当的流行元素运用显然无益于品牌成长，只会引起大众不适。树立“信”“达”“雅”的品牌名称，拿出优质的产品，才是吸引消费者的“流量密码”。
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搬是什么结构的字词？搬东西的搬是什么结构的字！
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今日好名分享丨青衫取名 你的心中有那个你给宝宝准备的名字嘛？名字不单单会陪伴宝宝的一生，更代表着爸爸妈妈对于宝宝未来的一个期望，也是父母给予孩子的份礼物，价值也是不能用其他的东西来…
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品牌起名必须规避这几个点： 1.使用生僻字 消费者不认识字，也懒得查。品牌传播的第一步就受到了阻碍。 例如：?酒（茅台旗下的一款白酒品牌） 2.使用外文 人天生就是排外的。如果你的…
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暗红色的封皮已磨得发白，书脊处粘贴的透明胶布也打起了卷，在冯增昭的办公桌上，厚厚的英汉地质词典浸染了岁月的痕迹，也陪伴他走过几十年的科研时光。 虽然已是耄耋之年，这位曾经“一步一个…
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已经不记得什么时候开始，就有对错别字必须纠正过来的强迫症。如果发信息的时候发错了，必须撤回来，重新编辑，熟悉的人都说懂，不用撤回，那也不行，人设必须立住了！有人说，见多识广，有文化…