Abstract

With the development of science and technology, the trade contact between China and other countries is widening day by day. In the process of economic and trade communication, trademark translation is not only a business concept, but also the combination of two different cultures. It can reflect the history and culture of an enterprise, even a country. Good translation principles and methods can catch people’s eyes and make contributions to the country’s cultural transmission. Therefore, the study of trademark names has received an increasing amount of attention, not only from the field of marketing, but also from the field of linguistics. 

This thesis is based on adaptation theory proposed by Jef Verschueren. First, it summarizes the characteristics of trademarks, the methods of trademark translation and the problems existing in trademark translation. Then it reviews adaptation theory and analyzes the importance of adaptation theory to trademark translation. Finally it puts forward some trademark translation strategies based on adaptation theory, namely, to make it easy for reading and memorization, to distinguish the target consumers, to focus on Chinese consumers’ psychological characteristics and to avoid confusion. The aim is to provide a better way to export commodities to foreign countries..

Key words: trademark; translation; Adaptation Theory

Contents

Abstract

摘要

1 Introduction-1

2 An overview of trademark translation-2

2.1 Characteristics of trademarks-2

2.2 Methods of trademark translation-3

2.2.1 Transliteration-3

2.2.2 Free translation-4

2.2.3 Associative translation-4

2.3 The problems of trademark translation-5

2.3.1 Weak consciousness of cultural taboos-5

2.3.2 Weak awareness of cultural personality differences-6

2.3.3 The muddle of translated trademarks-6

3 Adaptation theory and trademark translation-7

3.1 Verschueren’s adaptation theory-7

3.2 Characteristics of trademark translation from the perspective of Verschueren’s adaptation theory-8

3.2.1 Variability-8

3.2.2 Negotiability-9

3.2.3 Adaptability-9

3.3 Adaptation theory applied in trademark translation-9

3.3.1 Adapting to the characteristics of the commodities-10

3.3.2 Adapting to the language system of the target market-11

3.3.3 Adapting to the cultural characteristics of the target market-11

3.3.4 Adapting to consumers’ mentality of the target market-12

3.4 The importance of AdaptationTheory in trademark translation-13

4 Strategies of trademark translation from the perspective of adaptation theory-14

4.1 To make it easy for reading and memorization-14

4.2 To distinguish the target consumers-15

4.3 To focus on consumers’ psychological characteristics-16

4.4 To avoid confusion-17

5 Conclusion-17

References-18