产品命名的好坏,对于产品销售有极大的关系。命名恰当,可以扩大影响,增加销售;命名不当,则可能减少销量。日本学者山上定也指出:“现在畅销商品的条件是什么呢?一是命名;二是宣传;三是经营;四是技术。”他把命名好列为畅销商品的第一条件。他又说:“一个能够表明制品的特征和使用方法、性能的命名,往往能够左右该商品是否畅销的大局。”许多事例可以证明这一点。英国威士忌与法国白兰地同为世界名酒。在其他地区,二者的影响和销量不相上下,但在香港,威士忌却惨败于白兰地。按说,英国对香港的影响大得多,英国威士忌酒也应更为畅销。事实却相反。究其原因,在于二者译名的差异。“白兰地”在汉语中,意为“开满白色兰花的地方”,给人十美好的印象。“威士忌”则为“威武之士也忌讳”的意思,这样, The product name is good or bad, has a great relationship for product sales. Appropriate naming can increase the impact and increase sales; improperly named, it may reduce sales. Japanese scholar Shanding also pointed out: “What are the conditions for selling products now? First, name; second, propaganda; third, management; fourth, technology.” He named the well-known as the first condition of best-selling commodities. He added: “A naming that can indicate the characteristics of the product, how it is used, and its capabilities can often influence whether or not the product is sold well.” Many examples can prove this. British whiskey and French brandy are the world famous wines. In other regions, the impact and sales of the two are comparable, but in Hong Kong, whiskey has been defeated by brandy. It is said that the British influence on Hong Kong is much greater and British whisky should also be more popular. The fact is the opposite. The reason lies in the difference between the two translations. “Chinese brandy” means “a place full of white orchids” in Chinese, giving people ten beautiful impressions. “Whiskey” means “Mighty men also taboo,” so that