Abstract:In this thesis we will do a research on the cultural differences and relevant principles in brand name translation not only for a theoretical breakthrough, but for readers more deeply specific comprehension about the cultural connotation in brand name translation. It focuses on number issue, color issue, animal issue and other issues and relevant translation principles used in brand name translation. This thesis uses lots of brand name translation cases from both home and abroad, attempting to explore the techniques in brand name translation from the perspective of cultural differences. Trade mark translation is practically a special way of communication in business, and an appropriate translation in target language should be employed to develop the potential markets.

Key words: cultural differences; brand names; translation principle

CONTENTS

Abstract

中文摘要

1. Introduction-1

2. Literature Review-1

3. Cultural Differences of Brand Name-2

3.1 Number Issue-2

3.2 Animal Issue-4

3.3 Color Issue-6

3.4 Other Issues-7

4. Three Principles Applied to Brand Name Translation-7

4.1 KISS-8

4.2 Cultural Adaptation-8

4.3 Equivalence Principles-9

5. Conclusion-10

Bibliography-10

Acknowledgements-11