TranslaionofEnglishBrandNames_开题报告

Since China entered the World Trade Organization (WTO) in 2001, the trade relations between China and other countries have progressed a step further. A number of foreign products are being imported into the local Chinese market. In order for these products to have better publicity, appropriate translation of the English brand name plays a very important role.

2. Research Object

The basic translation of the English brand name cannot be standardized. It must be unique, innovative, eye-catching, short, lively, clear and definite. In addition, it must bring the consumers a positive association, which will benefit the sale of the commodity. To meet these requirements, this thesis summarizes some practical principles and methods based on the basic understanding of the brand name and many typical examples. The most fundamental principles are translating on the basis of cultural background, being fully aware of the differences between each culture, and then using these strategies and methods tactfully to make the translation more reasonable and accurate to the consumer.

3. Literature Review

In recent decades, many scholars have researched and discussed the translation of the English brand name, which are mainly focused on the following two aspects: translation methods and translation principles. Zhang Xiao Xin and Wang Hong Ai introduced transliteration and liberal translation, which emphasized respecting the consumer culture and catering to the consumer psychology. Zhang Yi Ling indicated liberal translation has the same or similar associative meaning between the source language culture and target language culture. The introduction of a new translation theory opens the thinking of the translation researcher.  This brand name translation study also presents the trend of diversification. Kong Ling Cui and Wang Hui have indicated that brand name translation also needs to learn from other fields like psychology, economics, marketing, and advertising. Zhang Ding Xing stated the importance of the verbalization of the English brand name. Zhou Fang Zhu argued that the brand name not only has a tendency to transform into verbs and adjectives, but the brand effect can also make some commodity names produce new meanings.

3. Research Content

3.1. Introduction

3.1.1. Definition of Brand Name

3.1.2. Classifications of Brand Name

3.1.3. Functions of Brand Name

3.2. Principles for the Translation of English Brand Name

3.3. Methods for the Translation of English Brand Name

3.3.1. Transliterations

3.3.2. Literal translation

3.3.3. Liberal translation

3.3.4. Semi-literal and semi-transliteration

3.3.5. Combinations of transliteration and liberal translation

3.3.6. Other strategies

4. Conclusion

5. Reference

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