0307081023张家豪[开题报告]2012-03-02

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1、本科毕业论文（设计）开题报告题目：浅析商标名翻译学院：英语学院专业：英语班级：英语0810班学号：0307081023学生姓名：张家豪指导教师：王昆芳开题日期：2011年12月9日1PurposeandSignificanceWiththehighlydevelopingofcommodityeconomyandinternationaltrade,thetranslationofbrandnamebecomesincreasinglyimportantandinfluentialintheeconomiclife.Incompetitivemarket,thebrandname

2、ofacommodityisoneofthekeyfactorsforacompanytoachievesuccess.Asuccessfulbrandplaysanoticeableroleindevelopingtheinternationalmarketandcreatingtheenterprisewealth.Asonekindofculturalphenomenon,ChineseandEnglishbrands,whichwidelyexistinourdailylife,playsasignificantroleinthepublicawarenessofthee

3、nterprisecommodity,thesalespromotion,andespecially,itconnectstheeasternandthewesternculture.Thebrandnamesareproductofcommodityeconomy.Ithasindispensableeffectsonexpandingthemarket,stimulatingconsumption,creatingbusinesswealthandsoon.WiththedevelopmentofChineseeconomyandtheprocessoftheglobaliz

4、ation,weassociatewithothercountriesallovertheworldfrequently.Thetranslationofbrandnamesbecomesmoreandmoreimportantinthefierceinternationalmarketwhenthebrandnamesasasymbolofproduct.Thebrandnamesplayanimportantroleinthemarket.SoIpreparefortheessay“BriefDiscussionofBrandNameTranslation”.Agoodtra

5、nslationofbrandnameswillattractmanyconsumers.TheSkoposTheory,whichviewstranslationasakindofpurposefulcommunication,holdsthattranslationprocessshouldmakethetranslationtextreachthepredictfunctioninthetargetculture.Becauseofthepurposeofabrand,thetranslationshouldreachthepredictfunctionofit.Sothe

6、SkoposTheorywouldbringeffectsonbrandnametranslation.ThetrendofglobalizationandChina’sentryintotheWTOhasdramaticallyincreasedthecompetitionforChinesebusinesses.Thetranslationofbrandname,aonceneglectedtopicinthetranslationstudiesinChina,hasbeenmoreandmoreimportantinworldsincethegreatimprovement

7、hasbeenachieved.Wehavealreadyknowntheimportanceofthebrandnamestranslationinthemarket.ButhowtotranslatetheChinesebrandnamesintoforeignoneandhowtotranslateincontrary.Weshouldconsidermanyfactors,suchaswehavedifferentthinkingpatterns,differentsoc