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

1浅析中文商标名的英译On Translation of Chinese Brand NameContentsAbstract..........................................................................................................................i摘摘 要要........................................................................................................................ii1. Introduction..............................................................................................................12. Main Principles.........................................................................................................12.1 Easy Identification…………………………………………….…………….…………...22.2 Attention of Cultural Difference…………………..……………………..…..…………22.3 Catchy Names…………………… …...……………………………..…………………..42.4 Attention of Political Factors…………………………………….…...…………43. General Methods………………………………………………………....………..53.1 Using the Pinyin of the Characters………………………….…………..…...….53.1.1 Advantages……………………………………………………………....53.1.2 Disadvantages……………….………………..………………………....53.1.3 Useful Conditions……………………………………………...………...63.2 Free Translation…………………….….……………….……………………….63.2.1 Improper Situations………………………………….…………....………63.2.2 Suitable Situations……………….………………………………………..73.3 Transliteration……………………………………….………………………..…73.4 Homophonic Translation…………………...…………………………………...84.4.Current Relevant Situations…….…………………………..……………………825. General Criteria of Successful Cases………………………….…...…………….96. Conclusion...............................................................................................................10Bibliography ...............................................................................................................11Acknowledgements..........................................................................................................................12AbstractIn recent years, the progress of the translation on brand name-a practical branch of translation- is very remarkable. Obviously, the English-Chinese translation of brand name has developed a lot with enormous famous fruits such as Coca-cola(可口可乐)，Goldlion(金利来) and Palarold(拍立得).Comparatively, the translation of Chinese products is less noticeable. A great majority of the Chinese trademark names are just translated into the pinyins of the Chinese characters, with several noted cases such as 海尔（Haier）and 李宁（Lining）. According to the examples collected, the author does some systematical analysis. On such basis, this article summarizes the principles and methods of the translation on brand name. The results show that if various relevant translation principles and methods are combined in the translation practices, the successful English brand names of Chinese products shall energetically promote their sales in foreign markets. Meanwhile, by several surveys on the translated Chinese products, the author finds out the general characters of successful cases, with a goal of providing reference and help illustrating in the future translation of Chinese brand name.Key words: Chinese brand name: translation; principle; method3摘摘 要要近年来，商标翻译，作为翻译理论的应用领域之一，其成果十分显著，尤其是商标的英汉翻译，其成功案例比比皆是，简单通俗的例子如 Coca-cola(可口可乐)，Goldlion(金利来) and Palarold(拍立得)等。

相比而言，中国产品商标的英译理论成果要少得多，一般普通的商标名都采用汉语拼音，众所周知的例子有海尔（Haier）李宁（Lining）等本文作者根据所收集到的案例，进行了系统全面的梳理，在此基础上，总结了前人关于商标翻译的原则和方法其实，在翻译实践中，中国商品名的英译，若能灵活运用各种翻译方法，必将大大促进我国产品在国外的推广和销售同时，本文作者通过在几个超市的实践调查，指出了当前商品名英译的普遍现状及成功案例的普遍特征，希望能够为以后中国产品商标英译提供一些有价值的参考和启示关键词关键词： 中文商标名；翻译：原则；方法1 IntroductionCurrently, as the global economy has enjoyed a big boom in last decades, China, as one of the greatest developing countries, benefits a lot from it. With more and more Made-in-China exported overseas, it’s essential for us to exert ourselves in translating our brand names into foreign languages. In our daily life, though we have seen many 4kinds of translated brand names, not many of them are of high quality and most of them are only pinyins of the Chinese characters. This phenomenon greatly catches the author’s attention. Nevertheless, the translation of the trademark is a very practical translation action with high commercial value. Thus, the effective translation of trademarks may be urgent and necessary(Hehui, 2007: 71-76)．According to the opinion of R.Heis, an American economist :“A brand name, i, e, trademark, is a name, form, sign, design or a combination of them that tells who makes it or who sells it ,distinguishing that product from those made or sold by others. A brand name is that part of brand that can be vocalized”(Guo Guilong.& Zhang Hongbo, 2008: 100).We all know that the trademark plays a very important role in the sale of products. In the eyes of customers, a famous trademark means reliable quality, reasonable price and good service. Once a brand name upgrades into a famous brand, it enjoys additional and special value. A good translation of trademark which is always meaningful, conspicuous and impressive will be propitious to the forming of famous brand, as the people would always give more attention to famou。