astudyofbrandnametranslationinchina中国品牌名称的翻译研究

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1、AStudyofBrandNameTranslationinChina1•IntroductionWiththeaccelerationofeconomicglobalizationandChina’sentryintoWTO,moreandmoreChineseproductsarebeinglaunchedintotheinternationalmarket.Consequently，translatingChinesebrandnamessuccessfullyintoEnglishhasneverbeenmoreimperativeandvitalthantoday.Thet

2、ranslationofChinesebrandnamesisakindofinterculturalcommunication.Itinvolvessuchfactorsaslinguisticlaws，culturalpsychology，andaestheticvalues.Asuccessfultranslationofthebrandnameshouldnotonlytransfertheinformationconcerningthecommodityorservice,butalsotransferitsculturalsignificancetotheaudience

3、inthetargetculture.Thisappliesparticularlytoculture-loadedbrandnamesthathavedifferentmentalassociationsindifferentcultures.Accordingtotheprincipleoffunctionalequivalence,thetranslatedbrandnamesshouldachieveaperfectlinguisticunityamongsound，formandmeaning.Thispaper，takingNida’sfunctionalequivale

4、nceasitsframework,attemptstostudytheproblemsthatareoftenencounteredintranslatingbrandnamesintoEnglishandsuggestwaystosolvethem.BrandnamesandthetranslationBrandname,anessentialcomponentofadvertising，isthepartofabrandthatcanbevocalized.Itis“anamegivenbyaproducertoaparticularproduct，bywhichitmaybe

5、recognizedfromamongalikeproductsmadebyotherproducers.’’(LongmanContemporaryEnglish-ChineseDictionaryEnglish,1988)Aimingtobuild,reinforce，and/orrepositionconsumers’perceptionofacertainbrand，brandnameshavethefollowingfourfunctions:distinguishingproducts,providinginformation,ensuringguaranteeandst

6、imulatingconsumption.Inordertobuildupagoodimageinthemarketandarousefavorableassociationsaswellaspurchasingdesireinthemindsoftheconsumers,brandnamesshouldhavethefollowingmajorcharacteristics:shortinlengthandsweetness,sonorousanddistinct,elegantandapt,originalandnovel.Translationisamorecomplexcom

7、municationthanthatwithinasinglelanguagebecauseitinvolvestwolanguages.(Jin&Nida，1984:31)Giventheuniquenessofbrandnamestranslation,thetranslatormustbefullyawareoftheculturalawareness,aestheticstandards，andconsumptionmodesofbothSLand