英语品牌名称的翻译 (2)

XCLW36945  英语品牌名称的翻译 (2)  (字数：6089)

Translation of English Brand Names into Chinese

ABSTRACT

With the rapid development of some outstanding Chinese companies, they gradually have the capabilities and resource to enlarge their market share in overseas in recent years. During this key changing process, they may need to change their strategy or method to better adapt to local markets, especially by an attractive brand name because when new products just launch in the markets, a great brand name can interest consumers to further understand or even evoke their feelings of payment. Therefore, in order to give some help for general readers who are interested in successful translation of Chinese brand names to English, this paper will first introduce the necessity, reality and significance of the translation of English Brand Names. And then list the problems Brand Name Translation in China. In addition, the principles and methods will be explained. The essay will end by the proposal of several strategies to brand names translation.

Key words: Brand name, Translation Methods, Translation Principles, Translation Strategies

摘要

随着中国优秀企业的快速发展，近年来，他们逐渐具备能力和资源来扩大自己在海外市场的份额。在这个关键的改革过程中，他们需要改变他们的策略或方法，才能够更好地适应当地市场，尤其是具备一个有吸引力的品牌名称。因为当新产品刚推出市场，一个伟大的品牌名称可以吸引消费者，使其进一步了解产品，从而激发其付款的欲望。因此，为了向品牌翻译感兴趣的人们提供一些帮助，本文将首先介绍英语品牌名称翻译的必要性，现实意义和重要性。然后列举目前英语品牌翻译存在的问题。此外，将进一步解释英语品牌翻译的原则和方法。最后本文将提供一些翻译策略，并做出结论。

关键词：品牌 翻译方法 翻译原则 翻译策略

CONTENT

I. INTRODUCTION 1

1.1 The necessity for the translation of English brand names 1

1.2 The reality of the translation of English brand names 1

1.3 The significance of the translation of English brand names 2

II. EXISTING PROBLEMS OF BRAND NAME TRANSLATION IN CHINA 3

2.1 Not conforming to culture 3

2.2 Violating the national customs 3

2.3 Substituting Chinese phonetic letters for English brand names 4

2.4 Adding surplus brands after brand names 4

III. THE PRINCIPLES AND METHODS FOR THE TRANSLATION OF ENGLISH BRAND NAMES 5

3.1 Principles 5

3.1.1 To respect target consciousness 5

3.1.2 To reveal Chinese idiosyncratic culture 5

3.1.3 To choose plain, terse and rhythmical words as brand names 6

3.2 Methods of Translation 7

3.2.1 Literal Translation 7

3.2.2 Transliteration 7

3.2.3 Mixed translation 9

3.2.4 Complementary translation 10

3.2.5 Communicative translation 10

IV. STRATEGIES FOR TRANSLATING ENGLISH BRAND NAMES 12

4.1 Literal translation 12

4.2 Image-converted translation 13

4.3 Free translation 13

4.4 Literal translation plus addition 14

4.5 Translation by simile 14

V. CONCLUSION 16

WORKS CITED 18

ACKNOWLEDGEMENTS 19