从文化适应性看商标的翻译【开题报告+文献综述+毕业论文】

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毕业论文开题报告英语从文化适应性原则看商标的翻译OnCulturalCompatibilityofBrandNameTranslation一、选题的背景、意义（所选课题的历史背景、国内外研究现状和发展趋势）商标是识别某一商品、服务或与其相关具体个人或企业的显著标志，是企业开拓市场的有效形式。随着国际贸易不断频繁交往，商标也日益具有国际性，因此商标翻译显得尤为重要。商标翻译的良莠直接影响着消费者的接受意向，影响着产品的销量。与其他翻译不同，商标翻译是一种跨文化的交际形式，所以它更注重文化的翻译，不同的文化会产生不同的翻译。刘宓庆曾在《文化翻译论纲》中提到文化适应性（culturalcompatibility）原则：（1）准确的文化意义（涵义）的把握（goodcomprehensionofculturalmeaning）；（2）良好的读者接受（goodreaderreception）；（3）适境的审美判断（goodaestheticjudgment）（P73）。文化适应性是我们衡量作品质量的价值标准之一。在翻译批评研究中文化适应性应该成为翻译价值观论的必不可少的组成部分，以此来提高文化翻译的重要性。他还指出所谓“文化适应”既不意味着要让原语文化去适应译语文化，也不意味着让译语文化去适应原语文化（P73）。翻译原则的最终目的是非常积极、非常进取的，那就是“通过文化翻译使目的语从各方面接触外域文化，由于吸收外域文化的滋养，上升为一种更有生命力，更适应新的历史生态条件的新文化。”(P261)所以我们不能忽视文化之间的差异，在文化适应性的过程中，充分考虑到目标语在其语境中存在的语义、思维方式、地域环境等的差异及消费者审美标准和审美期待的差异。二、相关研究的最新成果及动态XIII 随着经济全球化的进一步加深，越来越多的企业试图开拓国外市场，把自己的产品推向世界，商标作为区别商品或服务的显著标志，在国际贸易中起着举足轻重的作用。近来年，很多学者从不同的角度对商标翻译做了深入的研究和探讨。商标翻译中存在着文化差异的障碍，而文化适应性原则正是解决这一障碍的方法之一。下面从文化适应性原则的三个方面来探讨其在商标翻译中的作用：1．准确的文化意义（涵义）的把握（goodcomprehensionofculturalmeaning）词语的文化语义具有民族色彩，因此在进行商标翻译的过程中不但要弄清词语本身的字面意义,还要知道其所负载的文化意义，以免造成不必要的误解，影响产品的销量。中西文化差异会引起语义冲突、与译语文化矛盾或不一致。“蝴蝶”牌电子灶。中国人把“蝴蝶”视为友谊和爱情的象征,看到“蝴蝶”,我们就会联想到梁山伯与祝英台那凄美感人的爱情故事,但在英美国家人们则认为Butterfly为轻浮之物。不同民族的文化会使各民族人们的思维产生差异。因此在进行商标翻译的过程中要抓住所译商品的本质，不可望文生义，引起误会。如汉语以颜色作为属差,分“白酒”和“黄酒”,因为汉语是以颜色对酒进行分类,英语则不然。在英语里,“白酒”指含酒精的酒,叫Liquor或Alcohol;而“黄酒”则是不含酒精的酒,叫Wine。2.良好的读者接受（goodreaderreception）中西方不同的地域必然产生不同的地域文化，因此在翻译时要熟悉商品的属性和本意，通过采用音译、意译或音译加意译的方法，使该商品更好地被外国消费者所接受。如Champagne香槟酒-法国香槟酒产地得名，Morocco摩洛哥皮革，Cashmere开司米毛线，Panama巴拿马草帽，Boston波士顿呢-美国波士顿的呢绒得名，Lichee荔枝。商标词与宗教信仰，道德准则，历史等都有着密切的关系，它体现着不同民族的社会风俗和宗教习惯。如果不遵循目标市场的民族文化风俗，违反或触犯了他们的文化禁忌，会引起消费者的强烈反感或抵制，使企业受损。例如OPIUM牌男用香水，商标发明人圣罗兰是想借助“鸦片”的诱惑力，让中国男士迷上这款香水，但是“鸦片”自然会让中国人想起屈辱的鸦片战争，必将引起中国消费者的强烈反感和抵触，该商品最终因违反中国的商标法而被禁止销售。如果商标词能迎合消费者的文化心理，如“雅戈尔”服饰翻译成“youngor”，紧紧抓住人人想要越活越年轻的心理；驰名汽车商标BMW译为“宝马”，Benz译为“奔驰”，Marlboro香烟译成“万宝路”。3.适境的审美判断（goodaestheticjudgment）XIII 商标翻译要适应消费者对于本族文化的心理需求，适应消费者自己独特的价值观念、联想意义和消费心理。一个好的商标译名就会吸引目标市场的消费者，并引导其消费。不同的文化就会产生不同的审美标准。故商标翻译就要“投其所好”。如美国运动鞋商标名称“Nike”本意为“胜利女神”是希腊故事中的女神尼刻的名字,意译成中文也是一个不错的译名,但这个译名不能与鞋子产生联系所以译者巧妙地采用了音译法将其译为“耐克”。中国人一看到“耐克”二字就会觉得“抗磨耐穿”,这更符合中国人的消费心理。一个好的商标译名应该具有美感，满足消费者的审美期待。商标译名也该简洁易读、便于记忆、朗朗上口，使消费者看一眼便难以忘记。例如一款“KissMe”的口红，译者并非将其直译成“吻我”而是翻译成“奇士美”。因为中国人表达感情喜欢含蓄不喜欢直接,尤其对性和爱的表达始终是“欲语还休”。如果将“KissMe”直译成“吻我”必不被中国消费者所青睐，但是将这种口红音译为“奇士美”,“奇士”与“骑士”同音,与“美”结合,给人以英雄美人的形象联想,在顾及我国受众心理的同时,同样表现出了KissMe所要表现的内涵。三、课题的研究内容及拟采取的研究方法、技术路线及研究难点，预期达到的目标本研究属于对商标英汉互译的定性研究。首先通过研究文化和商标的关系得出中英文化在商标翻译中也存在着差异，继而引入文化适应性原则的三个方面来探讨其在商标翻译中的作用，并做具体分析，指出在商标翻译的过程中容易出现的问题和解决策略。本研究希望将文化适应性原则的三个方面与商标翻译的应用相结合，通过分析原语和译入语在文化差异存在的背景下，人们的思维方式、审美价值观念、文化禁忌、风俗习惯等方面的探讨，提出在商标翻译中容易出现的问题和解决策略。最终使商标译名符合目标市场的文化，达到刺激消费的目的，从而使企业获利。四、论文详细工作进度和安排1.2010年10月中旬----指导老师指导下，参考文献，确定论文题目。2．2010年11月-12月----充分合理安排时间，查阅文献，完成中文文献综述、开题报告。XIII 3．2011年1月----开始撰写初稿。4.20011年3月-4月——论文修改工作：与指导老师保持密切联系，认真对待论文修改工作，直到完成终稿。5．2011年5月中旬——提交论文终稿。OutlineThesis:OnCulturalCompatibilityofBrandNameTranslationAbstractII1.Introduction11.1ResearchSignificance11.2LiteratureReview11.3ResearchObjective22.TheRelationshipbetweenBrandNameandCulture22.1AGeneralUnderstandingoftheBrandName22.1.1TheDefinationofBrandName32.1.2TheFunctionofBrandName32.2TheRoleofCultureinBrandNameTranslation53.ThreePrinciplesofCulturalCompatibilityinBrandNameTranslation63.1Goodcomprehensionofculturalmeaning63.1.1TheDifferenceofSemanticinBrandNameTranslation63.1.2TheDifferentWaysofThinkinginBrandNameTranslation73.2GoodReaderReception83.2.1TheDifferenceofRegionsinBrandNameTranslation93.2.2TheDifferenceofSocialRelationshipsinBrandNameTranslation93.3GoodAestheticJudgment103.3.1TheDifferenceofAestheticStandard103.3.2TheDifferenceofAestheticExpect11Conclusion.....................................................................................................................................12五、主要参考文献XIII David,Katan,2004.TranslatingCultures:AnIntroductionforTranslators,InterpretersandMediators[M].Shanghai:ForeignLanguageTeachingandResearchPress.Murphy,JohnM.1987.Branding:keymarketingtool[M].London:TheMacmillanPressLtd.Nida,E.A.1993.Language,CultureandTranslation[M].Shanghai:ShanghaiForeignLanguageEducationPress.胡庚申，2004，《翻译适应选择论》[M]。武汉：湖北教育出版社67-69页。姜　燕，2006，文化差异对商标翻译的影响[J],《社科纵横》第10期，187-188页。李淑琴，2007（4），中国大陆英汉商标翻译研究综述[J]，《上海翻译》,21-25页。刘宓庆，2005，《文化翻译论纲》[M]。武汉：湖北教育出版社。吕政，2005，从受众心理角度谈商标的翻译[J]，《浙江树人大学学报》第4期，88-90页。王海艳、吴爱丹，2008，商标翻译的文化适应性原则［J］,《辽宁工业大学学报》第2期，62-64页。许金杞，2002，意美、音美、形美—英文商标的汉译[J]，《外语与外语教学》第11期，47-51页。张律、张智雄，2007，从消费者的商标心理看商标翻译［J］,《湖南科技学院学报》，第6期，135-136页。XIII 毕业论文文献综述英语从文化适应性原则看商标的翻译OnCulturalCompatibilityofBrandNameTranslation一、前言部分（说明写作的目的，介绍有关概念，扼要说明有关主题争论焦点）商标是识别某一商品、服务或与其相关具体个人或企业的显著标志，是企业开拓市场的有效形式。随着国际贸易不断频繁交往，商标也日益具有国际性，因此商标翻译显得尤为重要。商标翻译的良莠直接影响着消费者的接受意向，影响着产品的销量。研究商标的翻译,提高商标翻译的质量有助于中国企业在国际市场上更好的发展，也有利于中西文化交流的双向展开。近年来关于商标翻译应遵循的原则的争论较多，研究也比较多。刘宓庆在《文化翻译论纲》中提到翻译原则的最终目的是非常积极、非常进取的，那就是“通过文化翻译使目的语从各方面接触外域文化，由于吸收外域文化的滋养，上升为一种更有生命力，更适应新的历史生态条件的新文化。”商标翻译中存在着文化差异的障碍，论文将运用刘宓庆在《文化翻译论纲》中提到的文化适应性原则的三个方面来探讨其在商标翻译中的作用。文化适应性是我们衡量作品质量的价值标准之一。在翻译批评研究中文化适应性应该成为翻译价值观论的必不可少的组成部分，以此来提高文化翻译的重要性。二、主题部分（阐明有关主题的历史背景、现状和发展方向，以及对这些问题的评述）近年来，很多学者从各种不同角度对商标词的翻译做了深入的研究，包括商标翻译的原则，商标翻译的方法及特征等等，并提出了相应的理论依据和翻译策略。关于商标词的翻译主要从以下几方面研究展开：1．商标翻译中的文化研究与其他翻译不同，商标翻译是一种跨文化的交际形式，所以它更注重文化的翻译，不同的文化会产生不同的翻译。有人说：翻译即文化；正如美国当代翻译理论家尤金•奈达曾提到：对于真正成功的翻译而言，熟悉两种文化XIII 甚至比掌握两种语言更重要：因为词语只有在其作用的文化背景中才有意义。有的学者，如姜燕提出由于世界各国地理位置、宗教信仰、种族制度以及经济发展水平等文化背景的差异,人们在商品商标的认识角度、思维方式、审美情趣、消费观念和价值观等方面也必然存在着或多或少的不同之处。所以商标翻译必须考虑到文化差异的因素，不然会让异语国的消费者产生误解。例如“蝴蝶”牌电子灶。中国人把“蝴蝶”视为友谊和爱情的象征,看到“蝴蝶”,我们就会联想到梁山伯与祝英台那凄美感人的爱情故事,但在英美国家人们则认为Butterfly为轻浮之物。2．商标翻译中的审美研究商标是企业区别于其他的鲜明标志，所以商标翻译也追求美的享受。许多学者认为商标译名简短明快，朗朗上口，易于记忆是商标翻译的重要原则并兼具通俗美、简朴美、奇特美、音韵美和意境美。许金杞从功能对等的理论出发,将意美、音美、形美作为衡量英文商标翻译成功与否的标准。例如运动鞋“Nike”用音译法将其翻译成“耐克”，中国消费者一看到这个译名就会联想到“抗磨耐穿”很好的体现了运动鞋的特征给人留下深刻的印象，如果只是遵循词的本身意思将其译为“胜利女神”就缺少了这份意境美。3．商标翻译中的消费者心理研究商标是各种价值信息的结合体,它本身还具有广告宣传的作用。商标可以为消费者提供多种信息，因此商标翻译的良莠直接影响消费者的受众心理，影响销售业绩。吕政（2005）在其研究中指出商品的商标如同人的名字,是代表产品的符号，商标翻译应符合受众直接心理,体现商品属性；符合受众审美心理,展示商品内涵；符合受众联想心理,传承商品文化意蕴。而张律、张智雄则在他们的研究中提出了一个新的原则他们认为要在对一个词语的翻译中达到自然天成的境界，不应单纯地以“忠实原文”，“形式对应”，“文本等值”为准则，而应立足于消费者的商标心理，提倡“从主原则”，针对不同的消费者来诠释商标，也就是“客从主变、入乡随俗”的原则。如“雅戈尔”服饰翻译成“youngor”，紧紧抓住人人想要越活越年轻的心理；驰名汽车商标BMW译为“宝马”，Benz译为“奔驰”，Marlboro香烟译成“万宝路”。三、总结部分（将全文主题进行扼要总结，提出自己的见解并对进一步的发展方向做出预测）XIII 很多学者认为商标翻译应将理论研究和实证研究结合起来,如李淑琴所说“借助相关学科的最新成果,改进研究方法,逐步建立系统的商标翻译研究体系”。商标翻译研究经过多年的发展,从少人问津到谈论热点,现已成为翻译学科应用文体翻译研究中不可或缺的部分。但另一方面，很多学者也提到商标翻译理论研究还存在着一些问题和不足，如研究缺少新意，范例老化等。随着我国经济实力的不断加强，国际贸易的蓬勃发展，对外国商标汉译及中国商标英译的需求愈加迫切，商标翻译必将成为研究热点。因此，商标翻译研究也必须“与时俱进”为新时期的经济发展服务,为各学科研究提供新的素材,注入新的活力。四、参考文献（根据文中参阅和引用的先后次序按序编排）David,Katan,2004.TranslatingCultures:AnIntroductionforTranslators,InterpretersandMediators[M].Shanghai:ForeignLanguageTeachingandResearchPress.Murphy,JohnM.1987.Branding:keymarketingtool[M].London:TheMacmillanPressLtd.Nida,E.A.1993.Language,CultureandTranslation[M].Shanghai:ShanghaiForeignLanguageEducationPress.胡庚申，2004，《翻译适应选择论》[M]。武汉：湖北教育出版社67-69页。姜　燕，2006，文化差异对商标翻译的影响[J],《社科纵横》第10期，187-188页。李淑琴，2007（4），中国大陆英汉商标翻译研究综述[J]，《上海翻译》,21-25页。刘宓庆，2005，《文化翻译论纲》[M]。武汉：湖北教育出版社。吕政，2005，从受众心理角度谈商标的翻译[J]，《浙江树人大学学报》第4期，88-90页。王海艳、吴爱丹，2008，商标翻译的文化适应性原则［J］,《辽宁工业大学学报》第2期，62-64页。许金杞，2002，意美、音美、形美—英文商标的汉译[J]，《外语与外语教学》第11期，47-51页。张律、张智雄，2007，从消费者的商标心理看商标翻译［J］,《XIII 湖南科技学院学报》，第6期，135-136页。XIII （20__届）本科毕业设计英语从文化适应性看商标的翻译OnCuturalCompatibilityofBrandNameTranslationXIII 内容摘要本文首先介绍了商标的相关概念,包括商标的定义、功能及商标翻译与文化的关系。进而从文化适应性的三个原则，即准确的文化意义的把握，良好的读者接受，适境的审美判断，探讨了在跨文化交际的背景下，文化适应性是翻译价值观论的必不可少的组成部分。在文化适应性的过程中，应充分考虑到目标语在其语境中存在的语义、思维方式、地域环境等的差异及消费者审美标准和审美期待的差异。成功的商标翻译都是对各种语境因素做出适当的文化适应的结果。商标翻译的良莠直接影响着消费者的接受意向，影响着产品的销量。关键词：商标翻译；文化适应性；适应XIII AbstractFirstly,thispaperbeginswithdefinition，functionsofbrandnamesaswellastherelationshipbetweencultureandbrandnametranslation.Then,bymakinganintensivestudyofthreeprinciplesofculturalcompatibilityinbrandnametranslation,thenextpartwillbeintroducedfromthefollowingaspects,goodcomprehensionofcultural,goodreaderreception,goodaestheticjudgment.Weshouldconsiderthedifferenceofsemantic,regions,aestheticstandardandaestheticexpectinbrandnametranslation.Well-translatedbrandnamescannotonlydeterminetheconsumptionintention,butalsostimulatetheproductsales.Keywords:brandnametranslation;thetheoryofculturalcompatibility;compatibilityXIII ContentAbstractII1.Introduction11.1ResearchSignificance11.2LiteratureReview11.3ResearchObjective22.TheRelationshipbetweenBrandNameandCulture22.1AGeneralUnderstandingoftheBrandName22.1.1TheDefinationofBrandName32.1.2TheFunctionofBrandName32.2TheRoleofCultureinBrandNameTranslation53.ThreePrinciplesofCulturalCompatibilityinBrandNameTranslation63.1Goodcomprehensionofculturalmeaning63.1.1TheDifferenceofSemanticinBrandNameTranslation63.1.2TheDifferentWaysofThinkinginBrandNameTranslation73.2GoodReaderReception83.2.1TheDifferenceofRegionsinBrandNameTranslation93.2.2TheDifferenceofSocialRelationshipsinBrandNameTranslation93.3GoodAestheticJudgment103.3.1TheDifferenceofAestheticStandard103.3.2TheDifferenceofAestheticExpect11Conclusion12Bibliography14Acknowledgements15XIII 1.IntroductionAlongwiththedevelopmentofglobalization,moreandmorecompaniesexploringtheirinternationalbusinessareconcerningabouthowtopromotetheirproductsefficiently.Brandname,anyvisiblesignordeviceusedbyabusinessenterprisetoidentifyitsgoodsanddistinguishthemfromthosemadeorcarriedbyothers,playingavitalroleininternationalbusiness.Beingdifferentfromotherkindsoftranslation,brandnametranslationisaninterculturalcommunication,whichrequiresthetranslatorstotakeculturaldifferencesintoconsiderationanditisimportanttoensurethatthetranslatedbrandnameisnotonlyaccurate,butalsoinconformitywiththecultureofthedesignatedmarket.Consequently,howtotranslatebrandnamebetweenoriginalcountryandtargetcountrybecomesanurgentissue.1.1ResearchSignificanceBrandname,adistinctivesign,maybewordsorgroupsofwords,letters,numerals,colorcombinationswithsigns.Differentcountrieshavedifferentcultures,includingsemantic,regions,religiousbeliefs,aestheticstandardandaestheticexpect,whichcanhavegreatimpactsonthetranslationofabrandname.Abrandnameshouldavoidunpleasantconnectionthatmayoffendcustomersasmuchaspossible.Well-translatedbrandnamescannotonlystimulatetheconsumptiondesire,butalsopromotetheproductsales.Soitisofgreatessentialtostudythebrandnametranslation.1.2LiteratureReviewInrecentyears,brandnametranslationhasbeeninvestigatedinvariousperspectives.ResearchessuchasZhuYajun(2003),WuHanjiangandCaoWei(2005)broughtforwardseveraleffectiveprinciplesforbrandnametranslation.Theythoughtthatbrandnametranslationshouldfirstconsiderthecontextualcorrelationofthetargetlanguageandmakeproperadaptationtoit.However,culturalcompatibility,whichLiuMiqingpointedoutinhisbookTreatiseonCulturalTranslation(2005),isoneofeffectiveprinciplestoeliminateculturaldifferencesinbrandnametranslation.Healsostatedthat“culturalcompatibility”neithermeanstolettheoriginallanguagecultureadapttothetargetlanguageculture,normeansletthetargetlanguagecultureadapttotheoriginallanguageculture.Thefinalintentionoftranslationprinciplesisverypositiveandadvisable.10 1.1ResearchObjectiveThisresearchemploysthetheoryofculturalcompatibility.Bymakinganintensivestudyofrelationshipbetweencultureandbrandnametranslation,wecanfindmanydifferences.Thisstudyaimsatcombiningthetheoryofculturalcompatibilityintothebrandnametranslation.Asculturalcompatibilityisanessentialcomponentoftranslationresearch,theinterpretersneedtoconsiderculturaldifferencesbetweensourcelanguageandtargetlanguage.Thisthesiswilldiscusshowtoavoidmisunderstandingsbyusingthethreeprinciplesofculturalcompatibility.2.TheRelationshipbetweenBrandNameandCultureDifferentcountrieshavedifferentcultures,includingregions,religiousbeliefs,aestheticstandardandaestheticexpect,whichcanhavegreatimpactsonthetranslationofabrandname.2.1AGeneralUnderstandingoftheBrandNameSinceChinabegantoadoptthepolicyofreformandopening-upinthelate1970’s,andespeciallysinceChinabegantoimplementmarket-orientedeconomy,Chinesepeoplehavebecomemoreandmoreconsciousoftheimportanceofbrandnames.Customerscouldfindbrandnameeverywhere,onTV,signboards,newspapers,etc.Theydistinguishcommoditiesaccordingtobrandname,whichcouldgivethemdirectinformation.Thenamesgiventoproductsalsocomeinmanydifferentforms.Brandnamescanbebasedonpeople(e.g.CASIO,Jordansports’shoes,andBenzcars),places(NipponPint),animalsandbirds(Dove),orothers(e.g.Shampoo,Shangrila,andApplecomputers).2.1.1TheDefinationofBrandNameTheword“brand”isderivedfromtheOldNorseword“brand”,whichmeans“toburn”.AccordingtotheAmericanMarketingAssociation,abrandisa“name,term,symbol,designoracombinationofthemintendedtoidentifythegoodsandservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetition.”Thebrandname“Asynthesisofalltheseelements,physical,aesthetic,rationalandemotionalandcultural,which10 isaperception,createdinthemindofconsumerswhoascribebeliefsandvaluestotheproduct.Thebrandnameisthepartofthebrandthatcanbevocalized.”(Murphy,1987:3)IntheEncyclopediaBritannica,brandnameisdefinedasanyvisiblesignordeviceusedbyabusinessenterprisetoidentifyitsgoodsanddistinguishthemfromthosemadeorcarriedbyothers.Theymaybewordsorgroupsofwords,letters,numerals,devices,names,theshapeorotherpresentationofproductsortheirpackages,colorcombinationswithsigns,combinationsofcolors,andcombinationsofanyoftheenumeratedsigns.Accordingtotheabovedefinitions,itcanbeconcludedthatabrandnameisthepartofabrandwhichcanbespokenout,includedletters,wordsandnumbers.Asabrandnameisconstructedbygraphicformsornumbers,fromtheviewpointofamanufactureroraseller,itisvisualandverbal;andtothepotentialconsumers,itisvisibleandaudible.Therefore,abrandnamecanbedisseminatedbyvisualorverbalmeansandappliedtoavarietyofmedia,likeTV,radio,newspapers,magazinesandposters.1.1.1TheFunctionofBrandNameEachproductisfeaturedbyitsuniquespecification,qualityandfunction.Brandname,asanintangibleassetofacompany,isameanstoinformtheconsumersandpersuadethemtobuytheproduct.Abrandnameisthebridgebetweencustomersandproducts.AgoodbrandnamecanbringunexpectedadvantagesasApple,Lux,andPampersdo,whileaninferiorbrandnamecandemolishthebusiness.Nowadays,brandmaybeakindofeconomicsymbolmorethanamarkoftheproductorservice.Brandnameiscomparedtothefaceofaproduct.Generally,itplaysavitalroleininternationalbusiness.Thefunctionsareasfollow:First,brandnamescanhelpconsumersrecognizetheproducts.Consumerscangetageneralideaofaproductfromitsbrandnameas“Chef”,“9Lives”thefoodforcats(rootfrom“Acathasninelives.”).Toconsumers,therearealotofproductsforthemtochoose,especiallyidenticalproducts,whilebrandnamecanhelpthemdistinguishtheseproductsfromdifferentqualities,pricesandservices.Brandnamealsohelpsassurepurchasersthattheyaregettingcomparablequality.Second,brandnamescangiveconsumersmuchmoreinformationaboutproducts.Asweknow,brandnameitselfhasafunctionofadvertising,soconcisebrandsaremorelikelytoimpressconsumers.Inotherwords,mostbrands,nomatterpictorialorwordbrands,providinginformationconcerningproductsorservices,suchastheplaceofproducts,the10 materialusedfortheproduct,thefunctionoftheproducts,thenameoftheproduceretc.Forexample,“Pampers”acommodityforbaby,theChineseversion“帮宝适”impliesmakebabyfeelcomfortableallday.Thisbrandnameexpressesthefunctionofproductsclearly.Third,brandnamescanpromoteproducers’legitimatecompetition.Abrandisthepricelesstreasureofanenterprise,especiallythosefamousbrands,suchasSony,Samsungandsoon.Anumberofconsumersinclinetochoosegoodreputationbrands.Suchaselectronicproducts,consumersaremorelikelytochooseSONYthanotherbrands.Inordertoattractconsumers’attention,somedealersimitatethosefamousbrandsorusethemillegally,suchasSUNORimitatesSUPOR,“康帅傅”imitates“康师傅”etc.Underthiscircumstance,theregisteredbrandscanobtainprotectionbylawfortheproductsorservicesandalsofortheproducerortheproviderowningthisbrand.Fourth,brandnamescanstimulateconsumption.Brandnameslikeperson’snames.Asurveystatedthatmostconsumerschoosethecommoditiesaccordingtothebrandstheyarefamiliarwith.However，Childrenalwayschoosethecommoditiesaccordingtothecolorfuldesignsonthepackage;someconsumerschooseLi-Ning,FordandJordan,forthesebrandnamesappealtoconsumers’adoration.1.1TheRoleofCultureinBrandNameTranslationChineseandEnglishculturesarequitedifferentfromeachother,whichareincludedintheirrespectivelanguageandexpressedthrougheachoftheirownlanguages.Therewouldbenolanguageiftherewerenoculture,differentlanguagesproducedifferentcultures.Cultureandlanguageareindispensabletoeachother.However,therearestilltwopointstobemade.First,howlanguagesconveymeaningisrelatedtotheculture.Second,thoughlanguagescanconveyconceptsfromothercultures,translatorsdonottendtorealizetheirperception(throughlanguage)is,infact,boundbytheirownculture(2004:86).AndhereStevenPinkerinTheLanguageInstinctdoesagree:Finally,cultureisgivenitsdue,butnotassomedisembodiedghostlyprocessoffundamentalforceofnature.Culturereferstotheprocesswherebyparticularkindsoflearningcontagiouslyspreadfrompersontopersoninacommunityandmindsbecomecoordinatedintosharedpatterns.EdwardSapirquoteditwidely:“cultureisthatcomplexwholewhichincludes10 knowledge,belief,art,morals,law,customsandanyothercapabilitiesandhabitsacquiredbymanasamemberofsociety.”AndasfamousAmericantranslationtheoreticianNida(1993)stated“Fortrulysuccessfultranslation,familiarwithtwoculturesevenmoreimportantthanmasterytwolanguages,forthewordswillmakesenseonlyinitsfunctionofculturalbackground.”Astrikingexampleofhowthelanguagesystemreflectsdifferentrealitiescomesfrombrandname.Sellingthesameproducttodifferentcountriesisnotsellingtothesameworldwithdifferentlabels.Asatranslator,weshouldtakeculturaldifferencesintoconsideration;otherwisewewillmisleadconsumersandfailininternationalbusiness.Therefore,whenabrandnameistobetranslatedweshouldpaymoreattentiontotargetculture.Culturemainlyincludesverbalornonverbalbehavior,thinkingways,customs,andaestheticvalueandsoon.Forexample,inChineseculture,“dragon”isasymbolofroyalty,poweranddignity.Onthecontrary,inthewesternculture,theword“dragon”referstoalargeimaginarymonsterwhichsymbolizesevil,crueltyanddisaster.Sowecan’ttranslateChinesebrandname“金龙”into“GoldenDragon”.1960s,GM(GeneralMotos）designedanewcarcalled“ChevoletNova”,unfortunately,theymeetabigfailinSpain,for“Nova”mean“cannotmove”inthatcountry.1.ThreePrinciplesofCulturalCompatibilityinBrandNameTranslationCulturalcompatibilityisoneofusefulcriterionstomeasureawork’squality.“Intranslationcriticismresearch,culturalcompatibilityoughttobecomeanindispensablepartofaxiologyviewtoimprovetheimportanceofculturetranslation.”(LiuMiqing2005:74)1.1GoodcomprehensionofculturalmeaningGoodcomprehensionofculturalmeaningisthebasisofsuccessfulbrandnametranslation.Inordertoexpressforeignculturalfeaturesaccuratelyandstimulatethetargetcountryconsumers’consumptiondesire,atranslatorneedtofamiliarwithculturaldifferencesbetweentheoriginalcountryandthetargetcountry.10 1.1.1TheDifferenceofSemanticinBrandNameTranslationMostsemanticwordshavenationalculture,sointheprocessofbrandnametranslationweshouldnotonlyunderstandwords’literalmeaning,butalsoknowtheculturalsignificance.Manytranslationtheoristshavealreadynotedthatbrandnametranslatingforcompanyacrossculturesmeansdistortingthesurfacemessagetosuccessfullyretainthehidden.Thepurposeofsuchanapproachistotransfertheliteralmeaninginoriginallanguageandmakeconsumersunderstanditmucheasier.DifferentculturesbetweenChineseandwesternwillcausesemanticconflicts,targetlanguagecultureconflictsorinconsistency.Quiteoften,wemayfindthatsomeChinesewordswithbestwishesarebeyondthecomprehensionoftheEnglishpeople,orhavejusttheoppositemeaninginEnglishorhavenoacceptation.Forexample,ahotplatenamed“butterfly”.InChina,butterflyisalwaysassociatedwithfriendshipandlove,furthermore,whenwetalkaboutbutterflywewillthinkofthelegendarylovestorycalledthebutterflyloversimmediately.However,inthewesterncountriesbutterflyisservedasflightythings.Anotherexample,“喜鹊”(magpie)isagoodnameforradioandacousticinstallationsinChina.However,inthewesterncountries,peopledon’tthinkso.Intheirview,amagpieisabirdwhichiswhistlingdayandnight,soitisusuallycomparedtoapersonwhobringsnoisesandchatterswithoutstopping.Anotherexampleisthedifferentconnotationofthesamefigure.InChina,thefigure“nine”(9)implieseverlastinglong(久),soChinesepeopleliketousethisfiguretoexpressthemeaningofpermanently,suchasthemedicinenamed“999”.What’smore,thefigure“eight”(8)isverypopularamongChinese,becausethesoundof8inChineseissimilarto“发”,whichtendstobeassociatedwithgoodfortune.However,inwesternculture,Englishspeakerslikethefigure“seven”,figure“nine”and“eight”havenosuchmeaningintheirculture,becausetheythinkfigure“seven”means“purgatory”,goduses7daystocreatetheworldandhumanbeings.Soabeverage“7--Up”istranslatedinto“七喜”insteadof“七上”,brandname“MildSeven”istranslatedinto“万事发”.Inwesternculture,thefigure“seven”hasthesameimportantroleinChinesefigure“eight”.1.1.2TheDifferentWaysofThinkinginBrandNameTranslationDuetothedistinctwaysofthinkingandobservation,thesamewordorexpressionmayhavediversemeaningsindifferentcultures.Translatorswillalwaysbeatadisadvantagecomparedtomothertonguespeakerswithregardtoculture-boundstylesandmeaning.10 Consequently,translatorsshouldconcentratesonthesamefeelingsofpeoplefromtwocountrieswithdifferentlanguages.Ononehand,Chinesepeopleliketoclassifywinewithdifferentcolors,suchas“白酒”and“黄酒”;whileinEnglish,“白酒”referstoLiquororAlcohol,and“黄酒”meanswinewithoutalcohol.Suchas“绍兴黄酒”refersto“ShaoxingWine”,“白葡萄酒”（WhiteWine）and“红葡萄酒”（RedWine）.Anotherexample,washingpowdernamed“白猫”isverypopularinChina,becauseinChinesecultural,“white”standsfor“cleanandtidy”,meanwhiletheanimalcatislovelyandlikesome.Thisbrandnameisperfectandproper,notonlyrelatestotheproductattributes,butalsocancauseconsumers’goodimpression.ButthisconnotationisbeyondtheunderstandingoftheEnglishpeople.Theydon’tlikethisbrandname,becausetheword“cat”inEnglishreferstoaspitefulwomangossip.Asaresult,Westernwomenaresurelynotwillingtobuythiswashingpowder.Ontheotherhand,therearemanysuccessfultranslationexamplesingoodcomprehensionofculturalmeaning.TheAmericantirebrand“Goodyear”isnamedafterCharlesGoodyear,anditsChineseversionis“固特异”.Obviously,itgivesconsumersadeepimpressionofsuperiordurabilityofthetire.However,anotherversion“古德伊尔”translatedbyinventor’ssurnameisworsethan“固特异”,fortheformerversioncanneitherreflectthetire’scharactersofsturdinessandpeculiarity,nordogiveconsumersadirectimpression.Thebikebrand“捷安特”,beingequalto“Giant”.“捷”referstotherapidspeed,and“安”ensuresthesafetyofridingthebike.Brandnameisthemostdirectadvertisementinmarketingstrategies.Theaboveexamplesnotonlygivetheconsumersdirectinformation,butalsoconformtodifferentcustomsintargetmarketing.Asaresult,translatorsshouldpossessagoodcomprehensionofculturalmeaning.1.1GoodReaderReceptionTheaimofbrandnametranslationistoattractmoreconsumers,sowhetheritisgoodornotdependsonconsumers’reception.Asaresult,translatorshouldtakeconsumingpsychologyintoaccountaswell.Adecentbrandnametranslationshouldbeabletomeetthepsychologyoftheconsumerssoastoinspiretheirpurchasingdesire.Duetodifferentgeographicalenvironment,religiousbeliefs,ethnicityandrace,itexistsalotofdifferencesin10 cognition,aestheticvalueandideaofconsumption.1.1.1TheDifferenceofRegionsinBrandNameTranslationDifferentregionsproducedifferentcultures,soatranslatorneedstofamiliarwithproductsandusesdistinctmethodssuchastransliteration,literaltranslationtomakeproductsacceptedeasilybyforeignconsumers.Asaresult,thebrandnametranslationneedstoreflectthesocialrelationshipsaccordingtoculturalfactors;otherwise,itwillhavejusttheoppositeeffecttopromotion.Forinstance,aBritishcarisnamed“Zephyr”.Inwesternculture,ZephyristhenameofwestwindGodofGreecestories.BecausetheUnitedKingdomofGreatBritainislocatedoffthenorthwesterncoastofthecontinentEuropean,surroundedbytheAtlanticOceanandwestwindisblowingfromtheAtlanticOcean,inBritishthoughtswestwindiswarmthandgenial.Forexample,famouspoemcalledOdeoftheWestWind.Asaresult,“Zephyr”ispopularamongBritish.Onthecontrary,westwindisrelatedtochillinessandsadnessinChina,suchasChinesefamouspoem“古道西风瘦马，夕阳西下，断肠人在天涯”or“昨夜西风凋碧树，独上高楼，望尽天涯路”.Soiftranslatortranslates“Zephyr”into“西风”,obviously,Chinesepeoplemaynotlikethisbrandname.What’smore,itissuchacommonplacethatpeoplealwaysintegrateproductswithplacenamesormaterials.Forexample,wineofChampagne,leatherofMorocco,Cashmere,strawhatofPanama,Avon(雅芳)andVauxhall.1.1.2TheDifferenceofSocialRelationshipsinBrandNameTranslationSocialrelationshipsincludereligiousbelieves,moralprinciples,history,legends,whichareaninseparablepartofculture.Thereexistmanyethicaltaboosandpreferencesineachculture.Brandnametranslatorsshouldpayspecialrespecttotargetmarket’scustomandreligious;otherwise,theywouldarouseconsumers’consumingantipathyandreducefirm'sprofits.Itisverycommontoseethattheproductwhichusesthesamebrandnameiswelcomeinsomecountriesbutinothercountriesitmaybetreatedcoldly,sothebrandnameneedtobe“InRomedoastheRomansdo”aswell.Onefamousperfume“Opium”producedbyY·St·Laurentcompanyin1977,whichwasbelievedtobespeciallydesignedformentobeinfatuatedwiththisperfume.Theproductsoldwellinwesterncountriesandevenbecameoneofthemostwelcomeperfumesin1979.Unfortunately,itwasrejectedstronglyinChina.T10 oChinesepeople,obviously,“opium”wouldletthemrecallthehumiliatinghistoryaboutopiumwar,whichmustarouseconsumers’consumingantipathy.Finally,theproductwasforbiddentosellinChina.Ontheotherhand,brandnametranslationsshouldmeetconsumers’culturalpsychologyneeds.“雅戈尔”,aclothingbrand,istranslatedas“youngor”,whichclenchesconsumers’psychologyofyoungerandcatersforaestheticpsychologyofconsumers.BMWistranslatedas“宝马”;andMarlboro(cigarette),万宝路.Aboveall,translatorsshouldtakeconsumingpsychologyintoconsiderationinadvancetomeetconsumers’needandavoidtaboos.Asaresult,thebrandnametranslationneedstoreflectthesocialrelationshipsaccordingtoculturalfactors;otherwise,itwillhavejusttheoppositeeffecttopromotion.1.1GoodAestheticJudgmentDifferentculturesproducedifferentaestheticstandardsandaestheticexpects.Atthislevelpeoplebeginto“developawarenessofthingsforwhattheyare”.Thisisthelevelofself-realizationandisequivalenttopersonalidentity.Sobrandnametranslationshouldnotonlyrequiremeetingconsumers’nationalculturepsychologyneeds,butalsoneedstoadapttotheirownaestheticvalueoraestheticjudgment.Aproperbrandnametranslationcanarouseconsumers’specialinterestoftheproduct.1.1.1TheDifferenceofAestheticStandardWiththeglobalization,enterprisesathomeandabroadnotonlyfacecompetition,buttheytakeopportunities.Differentculturesproducedifferentaestheticstandards,sobrandnametranslationshouldsuitconsumers’fancy.Americafamoussportsshoes“Nike”refersto“胜利女神”agoddess’snameofGreecestories.“胜利女神”maybeagoodtranslation,butitdoesn’tassociatewithsportsshoes.However,translatorusesthemethodoftransliterationtoname“耐克”,whichconnotesthesenseof“抗磨耐穿”andmakestheproductmucheasiertoappealChineseconsumers.Anotherexample,“红豆”isthebrandnameofclothing,thebrandnamemakesChinesepeoplethinkofawell-knownChineseTangDynastypoem,“红豆生南国，春来发几枝。愿君多采撷，此物最相思。”InChina,“红豆”referstolovesickness,Chinesepeoplearefullofspecialsentimentonthisbean.Therefore,thetranslatortranslatesitinto“LoveBean”,which10 expressesourideaproperlyandperfectly.1.1.1TheDifferenceofAestheticExpectAgoodbrandnametranslationneedstofullwithbeautyinsenseandsatisfyconsumers’aestheticexpect.Moreover,brandnameswhichareeasytounderstandandmemorizecanalwaysbringcustomers’goodassociations,motivatetheirpurchasingdesireandbringcompaniesagreatsuccessandfortune.Inaddition,translatedbrandnames,especiallyfortransliteratednameswithoutmeaning,shouldnotbetoolong.LongbrandnamesarehardforChineseconsumerstoreadandmemorize.Suchas“奥妙”(OMO),thisbrandnameisconcisionandmeaningful,consumerscanmemorizeiteasier..“KissMe”,thebrandnameofaforeignlipstick,isapopularnameinwesterncountries,whicharousesladies’associationofcharming.Asweknow,mostChinesetendtobemoretraditionalandconservativewhentalkingaboutloveinpublicbecauseofChineseculture.Hencethetranslatorisawareofthat,translateditinto“奇士美”,asuccessfulversioncanbeacceptedbyChineseconsumers.Anotherversion“吻我”doesn’ttakeChineseaestheticvalueintoaccount,obviously,itdoesn’tsatisfytargetmarketconsumers’aestheticexpect.Comparatively,thename“奇士美”isawisechoice,“奇士”,ishomophonicwith“骑士”,whenitiscombinedwith“美”,makespeoplethinkofahandsomeherosavesabeauty.Thisgoodversionnotonlyshowsmostrespecttotargetculture,butalsorepresentstheproduct’sconnotation.Fromtheexamplesmentionedabove,wecanseethatgoodaestheticjudgmentindifferentcultureisanecessaryprincipleintheprocessofbrandnametranslation.ConclusionBrandnameisaveryimportantsymbolforcompanytoexploreforeignmarket.Thechoiceofbrandnametranslationisavitalfactortopromotetheproductsandstimulateconsumers’consumption.Aswediscussedabove,brandnametranslationhascloserelationswithdifferentcultures.Forwordsindifferentcultureshavedifferentculturalconnotations,whicharousesdifferentassociation.Undertheseconditions,translatorsneedtoconsiderculturalcompatibilityandcorrelationsinthetargetlanguagebymakingproperchoices.What’smore,translatorsneed10 toshowrespecttotargetcountry’scustomandawareofitsaestheticvalues.LiuMiqing’stheoryofthreeprinciplesofculturalcompatibilitymayserveastheguidingprincipleinbrandnametranslation.Goodcomprehensionofcultural,goodreaderreception,goodaestheticjudgment,thesethreeprinciplesplaytheimportantrolesintheprocessofbrandnametranslation.Thestudyofgoodcomprehensionofculturalmeaningshowshowtheimportanceofculturaldifferencesbetweentheoriginalcountryandthetargetcountry.Thestudyofgoodreaderreceptiontellsuswhetherabrandnametranslationgoodornotdependsonconsumers’reception.Thegoodreaderreceptionimpliesthatexceptthecommoditiescansatisfyconsumers’physicalneeds,thebrandnameofacertainproductcanimpresstheconsumersaswell.Intheprocessofbrandnametranslation,thetranslatorsmustmakeproperculturalcompatibilityinaccordancewiththecultureandlanguageforthepurposesofreflectingtheinformationoftheproductsclearlyandnaturally,satisfyingthepsychologyoftheconsumers,andmeetingtheaestheticvalueofthebrandnameaswell.Insum,culturalcompatibility,whichisadynamicprocess,iscruciallyimportantinbrandnametranslation.Therefore,theresearchofculturalcompatibilityinbrandnametranslationisworthstudying.Thesignificanceofresearchingonculturalcompatibilityofbrandnametranslationistoimprovetheinsightoftheusingoflanguagesandunderstandthesourceandtargetlanguagecompletelysothatbrandscangetanequaleffectintwolanguages.Afteraresearchonit,theforeigntradingandcross-culturecommunicationmustbemoreeffectiveandeasier.However,thispaperisjustatrialstudysoitdoesn’tcoverallaspectsandneedstodofurtherstudy.Hence,wehopethatthisstudywillbeservedasausefulreferenceinbrandnametranslationanddrawtranslators’closeattention.10 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AcknowledgementsIcannotsufficientlythankmysupervisor,ProfessorHeWenzhao,whoseinvaluableadviceandpainstakinginstructionsoftheearlierdraftshaveamajorimpactonthefinalshapeofthisthesis.MysincerethanksareduetoalltheteacherswhohavetaughtmeduringtheBAcourse.IamalsogratefultoJiaxingUniversitythathasprovidedmeachanceofthisstudy.Finally,thecompletionofmyBAprogramcouldnothavebeenpossiblewithouttheconstantsupport,encouragementsandenduringlovefrommyparents.Iwanttoexpressmyspecialgratitudetothemall.12