As a Chinese proverb declares,"The beginningof wisdom is to call things by their right names."For an entrepreneur,the beginning of his success isto call his brand by a right name.A brand needs agood name as ...As a Chinese proverb declares,"The beginningof wisdom is to call things by their right names."For an entrepreneur,the beginning of his success isto call his brand by a right name.A brand needs agood name as much as the mankind does.A展开更多
Translation of brand names is a form of intercultural communication. Whether we translate the Chinese brand names into the English ones or translate the English brand names into the Chinese ones, language laws, cultur...Translation of brand names is a form of intercultural communication. Whether we translate the Chinese brand names into the English ones or translate the English brand names into the Chinese ones, language laws, cultural psychology, aesthetic interest and some other factors will be involved. According to the principle of equivalence theory, the translated brand names should achieve a perfect linguistic unity among sound, form and meaning. Based on the translation principles, the translators should also pay attention to some forbidden zones.展开更多
The present paper is intended to describe the two normal methods—free and literal translation used in translating brand names; in the meantime, some common mistakes are discussed in the process of translation. As to ...The present paper is intended to describe the two normal methods—free and literal translation used in translating brand names; in the meantime, some common mistakes are discussed in the process of translation. As to the free and literal translation, the paper discusses some common approaches, or techniques used in the process, which affect the effects of the brand names a lot and have direct influence on the results of the target brand names. In view of the common mistakes, the paper points out some customs, habits, religious beliefs, living environment and cultural factors, which may lead to failures in translating brand names.展开更多
This survey investigated different methods for translating Chinese brand names into English.Results of Pre-investigation show that five methods are most frequently used in translating Chinese Brand Names into English:...This survey investigated different methods for translating Chinese brand names into English.Results of Pre-investigation show that five methods are most frequently used in translating Chinese Brand Names into English:English,Pinyin,Coinage,Acronym,and English+Pinyin.Two further experiments were conducted.The results of Experiment 1 indicated that participants evaluated translations produced using English as their most favored and English as the most appropriate method to translate Chinese brand names,showing low interest in translations by Pinyin and Coinage.The results of Experiment 2 further supported the English method as the most favored one in comparison to the Acronym and English+Pinyin,methods,and likewise in the methods used to translate different categories of brands.A“Mother-Tongue”Effect is observed in translation.This study concludes that English is the most effective method for translating Chinese brand names.展开更多
A Meiling brand refrigerator stood forabout four hours in the fire.but afterthe fire was extinguished,the food in therefrigerator was still cold,and after the powersupply was restored,the refrigerator operatednormally...A Meiling brand refrigerator stood forabout four hours in the fire.but afterthe fire was extinguished,the food in therefrigerator was still cold,and after the powersupply was restored,the refrigerator operatednormally. One year,hundreds of Meilingrefrigerators were socked in a flood in AnhuiProvince for three to four months.Althoughthey were covered with sludge,after thepower supply was connected,everythingfunctioned well as usual. The Meiling Company vision so-called non-opening sales indicating a 100percent guarantee.When customers buy展开更多
With the development of society and economy,the trend of economic globalization has become unavoidable.The competition of the global trend is acute.A good brand name is vital for building the necessary bond between an...With the development of society and economy,the trend of economic globalization has become unavoidable.The competition of the global trend is acute.A good brand name is vital for building the necessary bond between an organization and its consumers.The paper aims to analyze a large number of brand names and their influences,coupled with the cultural differences,translation theories,and business value.Then conclude some effective brand names translation principles and techniques to help enterprises to promote their products.展开更多
This paper,from the perspective of Verschueren’s adaptation theory,explores how a translator should adapt to the properties of products,different language customs,and consumers’psychology during the translation of b...This paper,from the perspective of Verschueren’s adaptation theory,explores how a translator should adapt to the properties of products,different language customs,and consumers’psychology during the translation of brand names.First,a gen eral introduction is made on adaptation theory.Then,the application of adaptation theory in brand name translation is illustrated.Finally it is found that adaptation theory is very helpful for the translation of brand names.展开更多
For Wuyutai,the year 2009 bears on special importance.In this year,the century-old tea brand name won many honors such as China’s top100franchised businesses and China’s 60 most famous brands in the 60 years of new ...For Wuyutai,the year 2009 bears on special importance.In this year,the century-old tea brand name won many honors such as China’s top100franchised businesses and China’s 60 most famous brands in the 60 years of new China.The company’s great success should be owed to its brand with cultural richness.展开更多
Translation of automobile brand names has important implications for the promotion and marketing of products and strengthening its competitiveness.This article studies four translation methods of automobile brand name...Translation of automobile brand names has important implications for the promotion and marketing of products and strengthening its competitiveness.This article studies four translation methods of automobile brand names,including transliteration,literal translation,free translation and transliteration combined with a literal translation,which is under the Nida’s equivalence theory and masters the origins and characteristics of automobile brand names and summarizes the different effects that methods have on the automobile brand names.展开更多
This thesis takes the Skopostheorie as the guiding principle,analyzes and explains some important yet tend-to-be neglected standards,that is,the inherent characteristics unique to each product or service category.By m...This thesis takes the Skopostheorie as the guiding principle,analyzes and explains some important yet tend-to-be neglected standards,that is,the inherent characteristics unique to each product or service category.By means of analyzing cases,either successful or undesirable,it suggests the brand name translation had better imply their underlying features.Such principles may result in amazing translations.展开更多
Translation of brand names is a kind of intercultural communication,which involves regional cultures,consumer psychology,aesthetic interest and some other factors. It is important to achieve the pragmatic equivalence ...Translation of brand names is a kind of intercultural communication,which involves regional cultures,consumer psychology,aesthetic interest and some other factors. It is important to achieve the pragmatic equivalence in the brand name translation. This paper first briefly goes over equivalent-effect principles and the features of brand and brand names. Then it analyses the characteristics of English and Chinese brand names and discusses five approaches to the translation of brand names--literal translation;transliteration; mixed translation; flexible translation and zero translation.展开更多
The translation of brand names is a new branch in the field of translation along with the development of economy and trade between countries,which has its own characteristics.As the language and culture of English and...The translation of brand names is a new branch in the field of translation along with the development of economy and trade between countries,which has its own characteristics.As the language and culture of English and Chinese both differ from each other,this essay is explored to study the transliteration of brand names from English to Chinese so as to examine how meanings are embodied in the translation.展开更多
A brand is the identity of a specific product,service,or business.The brand name is quite often used interchangeably with "brand",although it is more correctly used to specifically denote written or spoken l...A brand is the identity of a specific product,service,or business.The brand name is quite often used interchangeably with "brand",although it is more correctly used to specifically denote written or spoken linguistic elements of any product.Developed from the mental space theory,conceptual blending theory is an important part of cognitive linguistic researches.Based on this theory and integration networks,this paper explains the meaning construction of the translated brand names and the way people understand them.This paper takes two successful translation cases and two unsuccessful ones to make the contrast analysis.It proves that conceptual blending theory can provide detailed description and profound explanation of the perceiving process of brand name translation.Meanwhile it points out the direction of brand name translation from the perspective of cognitive linguistics.展开更多
With the rapid development of economic globalization, an increasing number of software, applications and electronic products have entered China's market and the translation of their brand name draws more public at...With the rapid development of economic globalization, an increasing number of software, applications and electronic products have entered China's market and the translation of their brand name draws more public attention. Based on the analysis of brand names of software, applications and products of Apple Inc., This paper argues that zero translation adopted in the brand names in IT industry is the main important and optimal translation method.The case and practice of Apple Inc. In the translation of brand name provides some implications to China's IT industry.展开更多
Based on the memetics and through a large number of examples, this paper expounds several effective methods to create strong brand name memes. It's hoped that this paper will offer brand name designers some useful...Based on the memetics and through a large number of examples, this paper expounds several effective methods to create strong brand name memes. It's hoped that this paper will offer brand name designers some useful advice on how to create successful brand name memes.展开更多
In international marketing,the brand name of a certain product serves as an important element that may affect its prospect in the market.Particularly,for those foreign products entering China,the translation of the br...In international marketing,the brand name of a certain product serves as an important element that may affect its prospect in the market.Particularly,for those foreign products entering China,the translation of the brand names directly influences their success in this huge market.A well-received translation of the brand name surely helps to promote the sales of the product.On the contrary,the product may not survive in the market.This paper focuses on analyzing and summarizing the methods and characteristics for the typical translation of foreign brand names in China at present,thus can be instructive and directive for other foreign products to enter China's market.展开更多
China’s ever-increasing and diversified cultural exchanges and tourist promotions across the world over recent years have significantly enhanced the country's international appeal and influence.
Many international brands have a phenomenal Chinese name which,paradoxically,comes from a rather prosaic name.The reason for this may lie in the fact that they need an outstanding translation of their names in order t...Many international brands have a phenomenal Chinese name which,paradoxically,comes from a rather prosaic name.The reason for this may lie in the fact that they need an outstanding translation of their names in order to be successful in international marketing.Hence the translation of brand names is an important part of the advertisement.And a good translation is expected to bridge the differences of cultures,languages,spending habits,thinking patterns,etc.展开更多
文摘As a Chinese proverb declares,"The beginningof wisdom is to call things by their right names."For an entrepreneur,the beginning of his success isto call his brand by a right name.A brand needs agood name as much as the mankind does.A
文摘Translation of brand names is a form of intercultural communication. Whether we translate the Chinese brand names into the English ones or translate the English brand names into the Chinese ones, language laws, cultural psychology, aesthetic interest and some other factors will be involved. According to the principle of equivalence theory, the translated brand names should achieve a perfect linguistic unity among sound, form and meaning. Based on the translation principles, the translators should also pay attention to some forbidden zones.
文摘The present paper is intended to describe the two normal methods—free and literal translation used in translating brand names; in the meantime, some common mistakes are discussed in the process of translation. As to the free and literal translation, the paper discusses some common approaches, or techniques used in the process, which affect the effects of the brand names a lot and have direct influence on the results of the target brand names. In view of the common mistakes, the paper points out some customs, habits, religious beliefs, living environment and cultural factors, which may lead to failures in translating brand names.
基金This work was supported by China Postdoctoral Science Foundation(2016M600276)the Humanities and Social Sciences Fund of the Ministry of Education(16YJC740038)+1 种基金the Humanities and Social Sciences Fund of Guangdong Province During the 13th-Year Plan(GD16YWW03)the National Social Science Fund of China(17CYY003).
文摘This survey investigated different methods for translating Chinese brand names into English.Results of Pre-investigation show that five methods are most frequently used in translating Chinese Brand Names into English:English,Pinyin,Coinage,Acronym,and English+Pinyin.Two further experiments were conducted.The results of Experiment 1 indicated that participants evaluated translations produced using English as their most favored and English as the most appropriate method to translate Chinese brand names,showing low interest in translations by Pinyin and Coinage.The results of Experiment 2 further supported the English method as the most favored one in comparison to the Acronym and English+Pinyin,methods,and likewise in the methods used to translate different categories of brands.A“Mother-Tongue”Effect is observed in translation.This study concludes that English is the most effective method for translating Chinese brand names.
文摘A Meiling brand refrigerator stood forabout four hours in the fire.but afterthe fire was extinguished,the food in therefrigerator was still cold,and after the powersupply was restored,the refrigerator operatednormally. One year,hundreds of Meilingrefrigerators were socked in a flood in AnhuiProvince for three to four months.Althoughthey were covered with sludge,after thepower supply was connected,everythingfunctioned well as usual. The Meiling Company vision so-called non-opening sales indicating a 100percent guarantee.When customers buy
文摘With the development of society and economy,the trend of economic globalization has become unavoidable.The competition of the global trend is acute.A good brand name is vital for building the necessary bond between an organization and its consumers.The paper aims to analyze a large number of brand names and their influences,coupled with the cultural differences,translation theories,and business value.Then conclude some effective brand names translation principles and techniques to help enterprises to promote their products.
文摘This paper,from the perspective of Verschueren’s adaptation theory,explores how a translator should adapt to the properties of products,different language customs,and consumers’psychology during the translation of brand names.First,a gen eral introduction is made on adaptation theory.Then,the application of adaptation theory in brand name translation is illustrated.Finally it is found that adaptation theory is very helpful for the translation of brand names.
文摘For Wuyutai,the year 2009 bears on special importance.In this year,the century-old tea brand name won many honors such as China’s top100franchised businesses and China’s 60 most famous brands in the 60 years of new China.The company’s great success should be owed to its brand with cultural richness.
文摘Translation of automobile brand names has important implications for the promotion and marketing of products and strengthening its competitiveness.This article studies four translation methods of automobile brand names,including transliteration,literal translation,free translation and transliteration combined with a literal translation,which is under the Nida’s equivalence theory and masters the origins and characteristics of automobile brand names and summarizes the different effects that methods have on the automobile brand names.
文摘This thesis takes the Skopostheorie as the guiding principle,analyzes and explains some important yet tend-to-be neglected standards,that is,the inherent characteristics unique to each product or service category.By means of analyzing cases,either successful or undesirable,it suggests the brand name translation had better imply their underlying features.Such principles may result in amazing translations.
文摘Translation of brand names is a kind of intercultural communication,which involves regional cultures,consumer psychology,aesthetic interest and some other factors. It is important to achieve the pragmatic equivalence in the brand name translation. This paper first briefly goes over equivalent-effect principles and the features of brand and brand names. Then it analyses the characteristics of English and Chinese brand names and discusses five approaches to the translation of brand names--literal translation;transliteration; mixed translation; flexible translation and zero translation.
文摘The translation of brand names is a new branch in the field of translation along with the development of economy and trade between countries,which has its own characteristics.As the language and culture of English and Chinese both differ from each other,this essay is explored to study the transliteration of brand names from English to Chinese so as to examine how meanings are embodied in the translation.
文摘A brand is the identity of a specific product,service,or business.The brand name is quite often used interchangeably with "brand",although it is more correctly used to specifically denote written or spoken linguistic elements of any product.Developed from the mental space theory,conceptual blending theory is an important part of cognitive linguistic researches.Based on this theory and integration networks,this paper explains the meaning construction of the translated brand names and the way people understand them.This paper takes two successful translation cases and two unsuccessful ones to make the contrast analysis.It proves that conceptual blending theory can provide detailed description and profound explanation of the perceiving process of brand name translation.Meanwhile it points out the direction of brand name translation from the perspective of cognitive linguistics.
文摘With the rapid development of economic globalization, an increasing number of software, applications and electronic products have entered China's market and the translation of their brand name draws more public attention. Based on the analysis of brand names of software, applications and products of Apple Inc., This paper argues that zero translation adopted in the brand names in IT industry is the main important and optimal translation method.The case and practice of Apple Inc. In the translation of brand name provides some implications to China's IT industry.
文摘Based on the memetics and through a large number of examples, this paper expounds several effective methods to create strong brand name memes. It's hoped that this paper will offer brand name designers some useful advice on how to create successful brand name memes.
文摘In international marketing,the brand name of a certain product serves as an important element that may affect its prospect in the market.Particularly,for those foreign products entering China,the translation of the brand names directly influences their success in this huge market.A well-received translation of the brand name surely helps to promote the sales of the product.On the contrary,the product may not survive in the market.This paper focuses on analyzing and summarizing the methods and characteristics for the typical translation of foreign brand names in China at present,thus can be instructive and directive for other foreign products to enter China's market.
文摘China’s ever-increasing and diversified cultural exchanges and tourist promotions across the world over recent years have significantly enhanced the country's international appeal and influence.
文摘Many international brands have a phenomenal Chinese name which,paradoxically,comes from a rather prosaic name.The reason for this may lie in the fact that they need an outstanding translation of their names in order to be successful in international marketing.Hence the translation of brand names is an important part of the advertisement.And a good translation is expected to bridge the differences of cultures,languages,spending habits,thinking patterns,etc.
