Literal and Free Translation of Chinese-English Brand Names

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.

Road or Lu, Is It Still a Question?—On Translation of Road and Street Names from the Perspective of Functional Theories

The translation of road names from Chinese into English applies no specific standards up to date. Whether the roads should be re ferred in accordance with the nearby position or some symbolic buildings or simply be represented by a phonetic pronunciation which has no specific meaning in English has provoked some heated discussion. In this paper I employ the skopos theory and other relevant theories to put forward a new perspective of translating road and street names, with same emphasis on that of generic name and on specific name. Some illustrations will be made on the defects of the writing standard set by relevant Chinese laws and regulations as well as resolutions of the United Nations Conference on the Standardization of Geographical Names, i.e. the adoption of a Single Romanization System, and Lu to be the generic name in China's case. Also, I will further probe the existing translations of road and street names in major Chinese cities, most of which to be Road, either go against relevant laws or fail to inform foreign visitors. Finally, I will come up with the suggestion of ap plication of a combination of Lu and Road in translation of road and street names in accordance with functional approaches.

On the Translation of Automobile Brand Names from the Prospective of the Functional Equivalence

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.

Translation of Brand Names Based on Adaptation Theory

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.

EQUIVALENT-EFFECT PRINCIPLE AND THE TRANSLATION OF ENGLISH AND CHINESE BRAND NAMES

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.

On Methods and Characteristics for Chinese Translation of Foreign Brand Names

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.

A Review of the Studies on Translation of Names and Terms in Ancient and Modern China

The study on names and terms translation from ancient times to the Republic of China has developed a lot and every period has its own characteristics.This paper tries to summarize the characteristics of every important period.

A Review of Translation Strategies of English Film Names From 1949 Onwards

Based on a diachronic study of translated names of English films,this paper aims to find out the preference for translation strategies in three specified periods of time,during which inseparable factors are probed into for the influences in such preference.

On Translation of Names of Tibetan People

A translator spends large amount of time in searching,selecting or translating a Tibetan’s name occasionally.There are two difficulties in translation of Tibetan names from Chinese into English.One difficulty is that it’s hard to know which one is the most appropriate when there are many alternative names a translator chooses from.As for the difficulty,the one which is accepted or familiar by target audiences is the best choice.The other difficulty is that no English counterpart of a Tibetan name is found in the target language.It’s recommended that a translator use Latin transliteration.

Translation of Metro Station Names in Guangzhou and Foshan from the Perspective of Symbolic Function of Translation Landscape

Guangzhou and Foshan enjoy relatively mature metro network.However,some names of metro stations are over-transliterated in Pinyin.Such a translation method is used in translating general names,nouns of locality and some names of tourist destinations.With translation landscape and linguistic landscape theories,the reasons and impacts of over-transliteration in Guangzhou and Foshan metro will be discussed from the perspective of symbolic function.English names of Metro stations in other cities serve as a reference so as to appropriate solutions.

The English Translation Strategies and Techniques of the Names of Tourist Attractions in Xi'an

In the translation of tourist materials, the translation of the names is the primary part. This paper aims to analyze the translation strategies and translation techniques of the names of tourist attractions. At the same time, it is aimed at awakening the cross-cultural awareness of translators and spread the distinctive culture of Xi'an.

A Probe on the Chinese-English Translation Strategies of Names of Scenic Spots——A Case Study on the Scenic Spots of Fanjing Mountain in Tongren,Guizhou

This paper,taking the scenic spots of Fanjing Mountain in Tongren,Guizhou as a case,mainly has a probe on the strategies adopted in the C-E translation of names of scenic spots.four major methods are discussed which are the transliteration,literal translation,transliteration plus literal translation/free translation and transliteration of the full name plus literal translation/free translation for the purpose of getting a decent and satisfactory translation so as to both convey the Chinese culture and satisfy the curiosity of the potential foreign tourists.

The Translation of Brand Names

China's entry into the WTO and the consequent liberalization of commerce and distribution have dramatically increased competition on the Chinese market. To face the new challenge, both domestic and foreign companies need to build their brand names and reinforce links with their clients in that brand names are an important part of the products in advertisement, the first thing about a product the potential buyers remember is perhaps its brand name. This article tries to survey on the translation of the brand names of the export products by domestic companies from two aspects: the principles and the methods.

On Approaches to C-E Translation of Chinese Dish Names

Literal translation and free translation are the most common methods of translation. It may be accepted that either the two methods or one, or neither on account of the different understandings of the two methods. The author tries to probe into some approaches to C-E translation of Chinese dish names according to the contrastive studies between Chinese and English dish names.

On the Translation of the Place Names in Chinese Classic Poems

Chinese classic poems are a part of Chinese cultural heritage.The place names contain lots of Chinese cultural charac-teristics.Some have special connotations and how to translate these connotations in the poems is another difficulty of poem translation. We should put both keeping the cultural characteristics and the understanding capacity of the target readers into consideration.Guided by Functional Equivalence,this thesis intends to discuss the translation of place names in Chinese poems,aims to broadcast Chinese culture.

Principles of Translating Brand Names and Cultural Taboos in Translating Brand Names

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.

An Experimental Pragmatic Study of Readers’Preferences for Methods Used in Translating Chinese Brand Names

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.

Zero Translation on Brand Names in IT Industry

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.

To Appreciate and Analyze Names of Chinese Cuisine in English

The traditional culture concerning the Chinese cuisine has already diffusely permeated every aspects of people’s dailylife,which include eating habits,diet words and relevant products,etc.There is no doubt that language is tightly connected with national culture,which signifies the importance of names of Chinese dishes in exchanging the cultural connotations with the west,even the rest of the world.Besides,there are a great number of gaps and differences,which does give rise to many difficulties during translating the names of Chinese cuisine into English ones.Therefore,it is quite essential to master several necessary translat-ing skills.

Newmark's Translation Theory and Film Names

As the most important part of Peter Newmark's translation theory, semantic translation and communicative translation not only widened our sight but also provided us with a new viewpoint in translating names of films. From Newmark's point of view, different translation strategies should be adopted in terms of different content of film. Meanwhile, the commercial effect of the target name and the artistic effect of the original name should be equally valued.