astudyofbrandnametranslationinchina中国品牌名称的翻译研究

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1、AStudyofBrandNameTranslationinChina1•IntroductionWiththeaccelerationofeconomicglobalizationandChina’sentryintoWTO,moreandmoreChineseproductsarebeinglaunchedintotheinternationalmarket.Consequently，translatingChinesebrandnamessuccessfullyintoEnglishhasneverbeenmoreimperativeandvitalth

2、antoday.ThetranslationofChinesebrandnamesisakindofinterculturalcommunication.Itinvolvessuchfactorsaslinguisticlaws，culturalpsychology，andaestheticvalues.Asuccessfultranslationofthebrandnameshouldnotonlytransfertheinformationconcerningthecommodityorservice,butalsotransferitsculturals

3、ignificancetotheaudienceinthetargetculture.Thisappliesparticularlytoculture-loadedbrandnamesthathavedifferentmentalassociationsindifferentcultures.Accordingtotheprincipleoffunctionalequivalence,thetranslatedbrandnamesshouldachieveaperfectlinguisticunityamongsound，formandmeaning.This

4、paper，takingNida’sfunctionalequivalenceasitsframework,attemptstostudytheproblemsthatareoftenencounteredintranslatingbrandnamesintoEnglishandsuggestwaystosolvethem.BrandnamesandthetranslationBrandname,anessentialcomponentofadvertising，isthepartofabrandthatcanbevocalized.Itis“anamegiv

5、enbyaproducertoaparticularproduct，bywhichitmayberecognizedfromamongalikeproductsmadebyotherproducers.’’(LongmanContemporaryEnglish-ChineseDictionaryEnglish,1988)Aimingtobuild,reinforce，and/orrepositionconsumers’perceptionofacertainbrand，brandnameshavethefollowingfourfunctions:distin

6、guishingproducts,providinginformation,ensuringguaranteeandstimulatingconsumption.Inordertobuildupagoodimageinthemarketandarousefavorableassociationsaswellaspurchasingdesireinthemindsoftheconsumers,brandnamesshouldhavethefollowingmajorcharacteristics:shortinlengthandsweetness,sonorou

7、sanddistinct,elegantandapt,originalandnovel.Translationisamorecomplexcommunicationthanthatwithinasinglelanguagebecauseitinvolvestwolanguages.(Jin&Nida，1984:31)Giventheuniquenessofbrandnamestranslation,thetranslatormustbefullyawareoftheculturalawareness,aestheticstandards，andconsumpt

8、ionmodesofbothSLand