Abstract

With the rapid development of today’s economy and culture, brand name translation has surely become one kind of intercultural communication. As we know, when it comes to translating brand names, either from English to Chinese or from Chinese to English, related principles and regulations, cultural psychology, aesthetic customs and some other factors must be taken into consideration. Therefore, translators are supposed to focus on avoiding some cultural taboos and employing proper methods in the process of translation. There is no doubt that translation of brand names is not an easy job. In that good brand name translation prefers to be idiomatic rather than flowery. Meanwhile, an ideal version for a brand name is the key to enhancing the charm and selling of its products.

Keywords: Translation of brand names; principles; methods; cultural 

          difference influence

Contents

Abstract

摘要

1. Introduction-1

2. Literature Review-1

3. The Principles for Brand Name Translation-2

3.1 The Advertising Nature of Brand Name Translation-2

3.2 Inductive Principle for Brand Name Translation-3

3.3 Aesthetic Principle for Brand Name Translation-3

3.4 Function Equivalence Principle for Brand Name Translation-4

3.5 Considering the Chinese Relevant Laws-4

4. The Strategies for Brand Name Translation-5

4.1 Chinese Pinyin-5

4.2 Paraphrase-5

4.3 Transliteration-6

4.4 Word-Building-6

4.4.1 Piecing Together and Adding Affix-7

4.4.2 Misspelling-7

4.4.3 Compounding Words-7

4.4.4 Using the Corresponding English Words-7

5. The Cultural Taboos of Brand Name Translation-8

6. The Influence of Cultural Difference on Brand Name Translation-9

6.1  Problems Caused by The Cultural Influence-9

6.2 Factors of The Cultural Influence-9

6.2.1 The Difference in Values-10

6.2.2 The difference in Language Connotation-10

6.2.3 The Difference in Economic Development-10

7. Conclusion-10

Works Cited-12