PrinciplesandMehodsonBrandTranslaion_开题报告

Brand translation is a special kind of translation, which is determined by the special nature of the brand name. First of all, the characteristics of both specific and generic brands. Brand name is commodity the language of symbols, is distinguished from other commodity labeling, from this point, it is a proper noun, but refer to it and not the individual things, but many with common attributes and features of commercial things, which in turn makes it become individual represents the similar common nouns. Second, brand name as a sign of goods, a language notation name transliteration for another language the name of mark, "no solid appropriate convention that should be" can in accordance with the different nationalities naming and naming conventions transliteration, do not pursue language "of Quanzhen of conversion. Benz and Yves Saint Laurent as names translation for "Mercedes Benz" and "Yves Saint Laurent", and they create brand name translation for "Mercedes Benz" and "Yves Saint Laurent", reflects the difference in the translation of the proper name and brand name.

2. Research Background

Brand translation in this paper is refers to the trademark characters and commodities in English for branded goods included in the generic name and manufacturer name translation, them from Chinese into line with international business, commodity sales national social and cultural customs of standard English, and Chinese goods to open up overseas markets, promotional merchandise, improve product visibility and eventually founded the international famous brand of China to create good conditions.

We explore the translation principles and methods of commodity brands, because with the development of reform and opening up, more and more Chinese goods out of the country, to participate in the international market competition. The export commodities produced by these Chinese enterprises or joint ventures shall be in accordance with the international practice and shall be required to be in English on the packaging of the goods. At the same time, foreign goods influx of the Chinese market, many domestic manufacturers in the domestic sales of commodities was also used in English, as the auxiliary form with the corresponding Chinese characters used in parallel, hope with the aid of the people for foreign goods produced by associate senior, fashionable, high quality, improve product grade and establish a good corporate image.

3.The content of the selected topic research：

1.Problems in Brand Translation

1.1Problems caused by brand name

1.2Problems caused by translation

1.3Problems caused by customs and habits

2.Brand translation principles

2.1Comply with international norms

2.2Obey the law of our country

2.3Comply with the customs and social culture of the country

3.Brand translation method

3.1Hanyu Pinyin System

3.2Free translation

3.3Transliteration

4. Literature Review:

[1] Wang Yuan. The translation of commodity brands from the perspective of cultural differences [J]. Journal of Ningbo radio and TV University (02) (2007)  

[2] Huang Zeping. Principles and methods of cultural differences and translation of the brand [j]. (under the management science educ (06) 2007). 

[3] Chen Bin. Translation of commodity brands [j]. Journal of Jiangsu Institute of Education (SOCIAL SCIENCE EDITION). 2006 (06) 

[4] Wang Hua, Li Yifan. The aesthetic principle of translation of commodity brands [j]. shopping mall modernization. 2005 (28) 

[5] Wang Ping. A discussion on translation strategies of commodity brands [j]. Journal of Fujian University of Technology (2004) (03) 

[6] Zou Wei. On the methods of translating brand names [j]. Journal of Wuhan University of Science and Technology (SOCIAL SCIENCE EDITION). 2001 (02) 

[7] Lv Guangyan, Wen Jen. Translation of the brand and the internationalization and localization of the brand [j]. Journal of Beijing International Studies University. 1999 (02) 

 [8] Gao Xu. Comments on translation of commodity brands [j]. Journal of Hebei University of Economics and Business (03) (1996) 

[9] Tang Degen. The application of cultural difference in brand translation [j]. Shanghai science and technology translation (01) 1997 ()