Abstract

The translation of brand names is not only a simple language conversion, but also a bridge between China and Western Countries, linking culture, business, and goods with consumers closely. So, a correct translation of brand names becomes more and more important. However, because of the cultural differences such as different geographical location, different aesthetic concepts and values and different cultural taboos，there will be many different situations in translation. This paper, on the basic understanding of brand names, briefly summarizes some principles which should be followed in the translation of brand names and lists some translation methods, including transliteration, paraphrase, combined translation and so on, to discuss the translation of brand names.

Key words: translation of brand names; cultural difference; translation principles; translation methods

CONTENTS

中文摘要

Abstract

1. Introduction-1

2. Significance of Brand Names-1

2.1 Definition of brand names-1

2.2 Functions of brand names-1

2.2.1 Informative function-2

2.2.2 Unique function-2

2.2.3 Symbolic function-2

3. Cultural Differences between China and Western Countries-3

3.1 Differences in the geographical location-3

3.2 Differences in aesthetic concepts and values-4

3.3 Differences in cultural taboos-4

4. Principles of the Translation of Brand Names-5

4.1 Beneficial association-5

4.2 Aesthetic-6

4.3 Functional equivalence-6

4.4 National emotion-7

5. Methods of the Translation of Brand Names-7

5.1 Transliteration method-7

5.1.1 Pure transliteration-7

5.1.2 Homophonic translation-8

5.2 Paraphrase method-8

5.3 Combined translation method-9

6.Conclusion-9

Works Cited-11