Abstract
Since China entered the World Trade Organization (WTO) in 2001, the trade relations between China and other countries have progressed a step further. A number of foreign products are being imported into the local Chinese market. In order for these products to have better publicity, appropriate translation of the English brand name plays a very important role.
The basic translation of the English brand name should not be standardized. It must be unique, innovative, eye-catching, short, lively, clear and definite. In addition, it must bring the consumers a positive association, which will benefit the sale of the commodity. To meet these requirements, this thesis summarizes some practical principles and methods based on the basic understanding of the brand name and many typical examples. The most fundamental principles are translating on the basis of cultural background, being fully aware of the differences between each culture, and then using these principles and methods tactfully to make the translation more reasonable and accurate to the consumers.
Keywords Brand names; Translation methods; Translation principles; Culture differences
Content
1.Introduction………………………………………………….……3
2.The methods for the translation of English brand names...……....4
2.1 Transliteration…………………………………………..….…4
2.2 Literal translation…………………………………..….……….5
2.3 Liberal translation………………..………..…….……………..6
2.4 Semi-literal and semi-transliteration……………………..……... 6
2.5 Borrowing translation………………………………….…..…6
2.6 Other methods………………………………...…….…............7
2.6.1 Amplification method in translation………………… …….........…7
2.6.2 Omission method in translation…………………………..…..…..7
3.The principles for the translation of English brand names....…7
3.1Reflect the commodity performance…………………...………7
3.2Pay attention to the culture differences. ………….….....…...…….8
4.Conclusion……………………………………….....….…...…...8
5.References…………………………………………... .…….....…9
