On Brand Name Translation,英语翻译学论文_43.doc

On Brand Name Translation,英语翻译学论文[Abstract] This paper attempts to explore the approaches for brand name translation through analyzing the characteristics and functions of brand name. The author points out that the existing problems in brand name translation in China are neglecting the cultural differences, substituting Chinese phonetic for English brand name , violating habitual use of target language and adding brand after brand name. The author also states three main influencing factors in the translation of brand name. They are culture, aesthetics and psychological structure. To improve the current situation, the author’s suggestions include bringing out favorable association, designing an internationalized brand name, renaming the products and coining brand name. On the basis, the author summarizes four main methods of brand name translation: transliteration, literal translation, free translation and mixed translation. In the end, the thesis concludes: brand name translation is customer-orientated translation, an intricate art. And brand name translation should conform to the habitual use of target language, social culture, aesthetics and purchasing psychology of customers in target market. [Key Words] brand name; influencing factors; problems; suggestion; translation methods浅谈商标名称的翻译【摘 要】商品宣传是国际市场推销商品和进行竞争的一种重要手段，而培养名 牌商标是进一步开拓国际市场的重要环节。

因此，做好商标的翻译，起重要意 义是不言而喻的 本文分析了商标的特点和作用，总结了目前商标翻译存在的问题是：有些商标 的命名忽视文化差异，有些用中文拼音代替英文名称，有些违反译入语的习惯 用法，还有一些喜欢在商标名称后面加上“牌”随后结合实例，提出文化、 美学及消费心理在商标名称的翻译中具有非常重要的影响和作用对此作者建 议，商标名称应具有联想性，富于国际化根据中西方国家的文化，审美，思 维等各方面的差异，可以为商品改名或创造新词为商品命名在此基础上作者 还探索了商标翻译的几种方法：直译，音译，自由翻译，混合翻译最后得出 的结论是：商标翻译是一门复杂的艺术商标翻译要跨越译入语的文化障碍， 符合人们的习惯用法、审美情趣和文化心理，以吸引更多的消费者 【关键词】 商标；影响因素；问题；建议；翻译方法1. Introduction With increasing globalization of the world economy, advertisements come to play a more and more important role for manufacturers to promote their products in the world market. As we all know, good brand names are the best advertisements for commodities. An effective brand name can promote the brand development process and enhance the perceived value of a product. Consequently, the enterprises concentrate on designing and explore the fancy brand name, which will be boosting sales and profits.With China’s entry into the WTO, Chinese enterprises are confronted with more powerful international competition and more opportunities than ever. As more and more goods exported and imported, they have come to realize that one of their most valuable assets is their brand name. As a result, how to translate brand name between English and Chinese becomes an urgent issue. Many brand names are translated perfectly, but some still remain to be improved. This thesis deals with mainly the translation of brand names between English and Chinese.2. Characteristics and functions of brand name 2.1 Characteristics of brand n ame Generally speaking, a good brand name should suggest something about the product’s characteristics―its benefits, use or action. It’s better to be easy, simple and clear to spell, pronounce, recognize and memorize. To improve pronouncing and recall ability is also important for a good brand name, which help to build strong memory links. Besides, different, distinctive and unusual brand name can do great help for the promotion of products. It’s necessary for the brand name to attribute unique, meaningful points to commodities in order to achieve competitive advantages. At last, a brand name should avoid unpleasant connection that may offend customers as much as possible. To create the favorable brand association, the brand name should convince customers that the product possesses relevant attributes and benefits that satisfy their needs and wants. To name a product is a challenge-meeting job. The characteristics discussed above should be considered seriously, which may determine the prosperity of the product. 2.2 Functions of brand name For customers, the function of brand name is to help them to identify the goods or services of one seller or group of sellers. They can get a general idea of a product from its brand name. Brand name also helps assure purchasers that they are getting comparable quality when they repurchase. For sellers, Brand name can be advertised and recognized when displayed on shelves in a store. Those brand names which are easy to read, understand and memorize or creative can always bring customers’ good associations, motivate their purchasing desire and bring companies a great success and fortune.3. Existing problems Ideally, the brand name would be easily remembered, highly suggestive of both the product class and the particular benefits. Unfortunately, it is difficult for a translated brand name to be completely perfect and to meet all kinds of criterion. Since reception involves more than mere comprehension. Messages that existing in a brand name should not only be understood but also appreciated. Here, some common problems w。