Many reasons have been given for the phenomenal popularity of J.K. Rowling's Harry Potter books. For some critics, it is the narrator's magical mix of narrative tricks; for others, she has simply captured the mood of the moment. Yet few acknowledge her gift for language. For translators, who have contributed to the international success of the Harry Potter series, the books represent a major challenge. J.R.R. Tolkien's epic, Lord of the Rings, conjured up mystical locations and forgotten languages with names of hobbits, elves and dark powers. In a less dramatic way - but just as effectively - J.K. Rowling evokes a world with names for people, places and spells, and even a new sport, Quidditch.

EVOKING CHARACTER
Like many common English surnames (such as Smith, Wright, Cooper and Taylor), Potter was originally a trade name. Yet the fact that the potter is a "maker of pots" would suggest that Harry is more creative. Hermione's sophisticated name instantly tells us that she is upper class. Dudley Dursley sounds dull, unpleasant and middle class. Draco Malfoy, by contrast, is the perfect name for a villain. Draco is Latin for dragon or snake, and Malfoy comes from the old French for bad faith. His friends sound suitably evil: Crabbe sounds like a crab, while Goyle sounds like gargoyle, the grotesque face on a medieval cathedral. Voldemort's name is the most sinister of all, suggesting desire for death, or death wish, even if there is a Voldemort character in Shakespeare's Henry V.

LOST IN TRANSLATION
Some translated names echo the meaning. Oliver Wood has a typically solid English surname: (Olívio Wood in Brazil). Filch reflects a bad character, as "filching" is slang for stealing. But it's not possible to capture everything. The Minister of Magic, Cornelius Fudge is a good example. A first meaning is a sweet, but a secondary meaning of fudge is to avoid commitment or decision - a typical politician's trait. Headmaster Albus Dumbledore's surname begins with the word dumb, meaning mute. It's unlikely that Brazilian readers (Alvo Dumbledore) will capture this meaning, besides the English name sounds friendlier, like a bumbling old man. Dumbledore is also an archaic word for bumblebee, as Rowling imagined him strolling around Hogwarts humming. It also suggests he has a sting in his tail.

NAMES AND DESTINIES
Rowling also uses names to shape our expectations of a character. Snape (Severo Snape) is not a real word, but it sounds harsh and cruel. Many words beginning with "sn-" have a negativemeaning: snake and snare, snoop and snarl, snip and snap. By contrast, Quirrell (Professor Quirrell) sounds timid and uncertain: like a squirrel. It is a fantastic plot twist when Snape turns out to be on Harry's side and Quirrell a follower of Voldemort. Rowling's nonsense word for nonwizards, muggles (trouxas), sounds like a cross between muddled and mug A mug is not only for drinking, it is also slang for an ignorant person, easily tricked.