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.

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.

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.

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.

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 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.

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.

Inherent Criteria of Brand Name Translation

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.

An Analysis of Brand Name Translation from the Perspective of Conceptual Blending Theory

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.

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.

Cannibalism and the Applicablity on Brand Name Translation

Good brand name translation involves knowledge and expertise from many disciplines,such as linguistics,translation studies,marketing,aesthetics,psychology,law,etc.It is really an interdisciplinary practice that requires strenuous research and experience.In addition,the research methodology thereof is also quite problematic.This paper aims at bringing a latest translation theory—cannibalism into brand name translation and test its applicability in brand name translation practice.

等效原则视角下的商标翻译与文化联想

商标名的翻译同任何翻译一样，是一种跨文化交际形式，也涉及到语言规律、文化心理、审美情趣等方面的因素。商标译语中的信息接受者对商标译文信息的反应应该与商标源语接受者对商标原文的反应程度基本相同。按照等效原则的理论观点，商标的译名在语言上应做到音、形、义的完美统一。与此同时，还要跨越译入语的文化障碍，符合人们的审美情趣和心理，以吸引更多的消费者。

化妆品商标名翻译研究——基于生态翻译学角度

生态翻译学是中国学者提出的一种以全新的方式研究翻译学的生态范式,一经提出便受到国内外翻译学者的广泛关注和高度重视。越来越多的学者也不断地将生态翻译学的相关理论运用到实践中,指导具体的翻译实践活动。随着经济全球化,许多化妆品品牌纷纷走向国际市场,美容市场竞争日益激烈。商标宣传是提高商品市场竞争力的有效手段之一,因此商标翻译显得尤为重要。文章从生态翻译学的视角深刻解读化妆品商标名翻译,以期对化妆品商标名的翻译有所帮助。

出口包装设计中商标英译文化信息的传递

通过对出口产品商标译名的实例讨论 ,论述了文化信息在商标翻译中的重要性 ,以及如何使文化信息在商标英译中得到有效的传递 ,并指出在翻译过程中贴切得体地传递商标词内在的文化信息不仅可以准确地反映出商品的质量特征 ,同时又可引发消费者的文化联想 ,对商品的销售产生广告效应 。

商标与广告主题句翻译的特色艺术

商标与广告主题句是企业形象战略“CI”(Corporate Identity)的主要组成部分 ,是商品进入市场的桥梁之一。本文主要从商标英译汉的分析和评估中指出这类应用文体的翻译特色 :纯粹译意法 ;纯粹译音法 ;特色化的译音法 ;自由译法。此外 ,广告主题句的译法体现出更大的自由度 ,如何在把握上述翻译技巧的同时 ,将实践提高到“文化转向翻译”的高度 ,是这类应用文体翻译需要注意的情况。本文指出通过了解商标和广告主题句翻译的艺术特色 ,译者应当培养起一种翻译的敏感度 ,在实践中体现翻译的灵活性 ,在再创作的过程中 ,完成有特色的翻译。

品牌翻译与经济全球化条件下的“文化因素”研究

本文依据California Prune品牌英汉“翻译”实例,对品牌翻译中的“文化因素”即:宏观环境要素,微观环境要素分析,对翻译调查研究在品牌翻译运作中的作用和影响的分析,探讨传统翻译理论中的“文化因素”与品牌翻译中的宏观和微观因素的关系;揭示经过周密的翻译调研,得出的定性、定量的精确定位与品牌翻译的科学性、艺术性之间的相互依赖关系等特点。

浅谈中医药商标名的英译

要让中医药走向世界,英文商标名必不可少。为刺激消费者的购买欲,商标名的英译应当在一定程度上体现中医药商品的功能。中医药商标名要国际化,除英文名外,还必须包括商标的中文名和具有独特性的汉语拼音。鉴于中医药商标的特殊性,译者通常必须发挥主观能动性,进行创造性叛逆,即借鉴西医语言的构词法,使用拉丁文和希腊文词根、前缀或后缀等手段构成新词。

商标翻译中文化意象的灵活移植

从商标词的显著性及宣传与劝诱功能来看,商标词的文化意象是商标词义的重要组成部分,因此商标词的翻译应以"目的论"为指导,尊重和顺应目的语文化,灵活处理商标词的文化意象。提出了文化意象归化、异化、复制、补偿、重构、添加、删除等处理方法。