Abstract
In recent years, due to china's rapid development of economy and more and more openness to outside world, the number of foreign companies entering china market is increasingly significantly. In order to solve the foreign companies’ brand name translation issue when they enter china market, this paper mainly aims to explore English-Chinese translation techniques of brand name. The research methods include, analytic method, listing technique, literature research method and inductive method.
At the beginning, this paper points out the English-Chinese translation background, research significance, and achievement. Then it expatiate foreign companies which are confronted with brand name translations issue when entering china market. There is two options to choose from. One is to keep the foreign brand name with no translation; the other is to translate the foreign brand name into Chinese brand name and there are both advantages and disadvantages of the two options. This paper list many instances for further research, illustrating linguistic features, characteristics of brand name, three common translation techniques, SWOT method application and principles in brand name translation. Finally it is about the conclusion of this paper. A good brand name is very important to a successful product. If a brand has a good name, it can obtain gratification, acceptance, praise, and even loyalty from the consumers. Brand name is the core element of a brand and has large impacts on product sales, the commercial profits, and even the survive or perish of the brand.
Brand names can deliveries cultural sign. It represents not only cross-cultural language but also cross-cultural communication. Thus, we are eager to find practical translation theories and techniques. We should respect choice by consumer...etc.
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. Linguistic Features 8
3.1 Chinese Linguistic Features 8
3.2 English Linguistic Features 8
3.3 Linguistic Features Difference between English and Chinese 8
4. Characteristics of Brand Name Translation 10
4.1 Proper Nouns Brand Name 10
4.2 Common Nouns Brand Name 10
4.3 Inventing words Brand Name 11
5. Three Common Techniques and SWOT Method in Brand Name Translation 12
5.1 Phonetic Translation 12
5.2 Semantic Translation 12
5.3 Phonosemantic Translation 12
5.4 SWOT Method Application in Brand Name Translation 13
6. Principles of Brand Name Translation 16
6.1 Principle of Legal Brand Name 16
6.2 Principle of Functional Equivalence 16
6.3 Principle of Skopos theory 16
6.4 Principle of Easy Pronunciation and Remembering 17
6.5 Principle of Indicative Product Character 17
6.6 Principle of Aesthetic Psychology 17
6.7 Cross-Cultural Integration 18
7. Conclusion 19
References 20
