Abstract
Globalization has changed the world greatly. Many large multination group’s business are all over in every corner of the world. Both foreign and domestic companies inevitably are facing brand name translation problem when they enter the overseas market.
In order to solve the problem which troubling enterprises, this paper attempts to use the topic of brand name translation as breakthrough point and dig out the root cause through studying the real case. At the same time, it analyzes its root cause while combining translation theories and the cultural element of Chinese and western countries. Finally, it summarizes translation techniques and principles to improve the level of brand name translation.
At the beginning of this paper, the author points out that the background and research significance of brand name translation. Then, part two focus on enterprises whether to translate English brand name into Chinese, and discusses its advantage and disadvantage. Part three and part four focus on the similarities and differences between these two types brand name, as well as the characteristics of brand name. Part five discusses the phonetic, semantic and phono-semantic translation techniques as well as SWOT method application in brand name translation. Part six discusses five aspects principles of brand name translation. Part seven summaries the value of brand name translation.
Keywords English-Chinese Brand Name; Translation Techniques; SWOT Method; Translation Principles.
Contents
Abstract I
Contents I
Introduction 3
1. Layout of This Paper 5
2. Whether to Translate Foreign Brand Name into Chinese Brand Name 6
2.1 Keeping Foreign Brand Name 6
2.2 Translating into Chinese Brand Name 7
3. Comparison between Chinese and English Brand Names 9
3.1 Similar Aspects between Chinese and English Brand Names 10
3.2 Distinctions between Chinese and English Brand Names 11
4. Characteristics of Brand Name Translation 14
4.1 Proper Nouns Brand Name 14
4.2 Common Nouns Brand Name 14
4.3 Inventing words Brand Name 15
5. Three Common Techniques and SWOT Method in Brand Name Translation 16
5.1 Phonetic Translation 16
5.2 Semantic Translation 17
5.3 Phone-Semantic Translation 18
5.4 SWOT Method Application in Brand Name Translation 18
6. Principles of Brand Name Translation 21
6.1 Principle of Legal Brand Name 21
6.2 Principle of Easy Pronunciation and Remembering 21
6.3 Principle of Indicative Product Character 21
6.4 Principle of Aesthetic Psychology 22
6.5 Cross-Cultural Integration 22
7 .Conclusion 24
References 26
