On Translation of Chinese Brand Name 浅析中文商标名的英译

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1、浅析中文商标名的英译OnTranslationofChineseBrandNameContentsAbstracti摘要ii1.Introduction12.MainPrinciples12.1EasyIdentification…………………………………………….…………….…………...22.2AttentionofCulturalDifference…………………..……………………..…..…………22.3CatchyNames………………………...……………………………..…………………..42.4AttentionofPoliticalFacto

2、rs…………………………………….…...…………43.GeneralMethods………………………………………………………....………..53.1UsingthePinyinoftheCharacters………………………….…………..…...….53.1.1Advantages……………………………………………………………....53.1.2Disadvantages……………….………………..………………………....53.1.3UsefulConditions……………………………………………...………...63.2FreeTranslati

3、on…………………….….……………….……………………….63.2.1ImproperSituations………………………………….…………....………63.2.2SuitableSituations……………….………………………………………..73.3Transliteration……………………………………….………………………..…73.4HomophonicTranslation…………………...…………………………………...84.CurrentRelevantSituations…….…………………………..……………………85.Gene

4、ralCriteriaofSuccessfulCases………………………….…...…………….9156.Conclusion10Bibliography11Acknowledgements12AbstractInrecentyears,theprogressofthetranslationonbrandname-apracticalbranchoftranslation-isveryremarkable.Obviously,theEnglish-Chinesetranslationofbrandnamehasdevelopedalotwithenormou

5、sfamousfruitssuchasCoca-cola(可口可乐)，Goldlion(金利来)andPalarold(拍立得).Comparatively,thetranslationofChineseproductsislessnoticeable.AgreatmajorityoftheChinesetrademarknamesarejusttranslatedintothepinyinsoftheChinesecharacters,withseveralnotedcasessuchas海尔（Haier）and李宁（Lining）.Accordingtot

6、heexamplescollected,theauthordoessomesystematicalanalysis.Onsuchbasis,thisarticlesummarizestheprinciplesandmethodsofthetranslationonbrandname.Theresultsshowthatifvariousrelevanttranslationprinciplesandmethodsarecombinedinthetranslationpractices,thesuccessfulEnglishbrandnamesofChines

7、eproductsshallenergeticallypromotetheirsalesinforeignmarkets.Meanwhile,byseveralsurveysonthetranslatedChineseproducts,theauthorfindsoutthegeneralcharactersofsuccessfulcases,withagoalofprovidingreferenceandhelpillustratinginthefuturetranslationofChinesebrandname.Keywords:Chinesebrand

8、name:translation;pr