Ruby—the country’s first seriescosmetics The Ruby Beauty Parlor andCosmetics School is the first of its kind inChina. The skin-care and make-upmethods it has applied are still popular.Among the gifts presented to qu...Ruby—the country’s first seriescosmetics The Ruby Beauty Parlor andCosmetics School is the first of its kind inChina. The skin-care and make-upmethods it has applied are still popular.Among the gifts presented to queenElizabeth Ⅱ of Britain, British PrimeMinister Mrs. Thatcher and RussianPresident Gorbachev by the Chinesegovernment, there was Ruby. According to market surveys andthe conclusions of beauty culture, workingwomen in modern society with their fastrhythm of life and exquisite tastes arefastidious in selecting cosmetics. To meettheir special needs, Ruby’s white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
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
It is well known that calcium channel blockers(CCBs) are the first line of therapy for vasospastic angina(VSA). Here, we report two cases of VSA with an increase in the frequency of angina attacks after switching from...It is well known that calcium channel blockers(CCBs) are the first line of therapy for vasospastic angina(VSA). Here, we report two cases of VSA with an increase in the frequency of angina attacks after switching from a brand-name to a generic CCB. In both cases, angina recurred upon switching from a brand-name CCB to a generic CCB during follow-up. The patients' condition improved upon switching back to the original CCB. Both cases involved a high severity of VSA, based on the results of spasm provocation testing. These findings suggest that, in some patients with severe VSA, the frequency of angina attacks increases when switching from a brand-name CCB to a generic CCB. Cardiologists should consider this factor when prescribing drugs for angina.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
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
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
Through the data on Beijing urban residents' purchasing decisions of the name-brand livestock and poultry products,the article analyzes consumers' food safety awareness about the name-brand livestock and poult...Through the data on Beijing urban residents' purchasing decisions of the name-brand livestock and poultry products,the article analyzes consumers' food safety awareness about the name-brand livestock and poultry products and the effects on the purchasing decisions of the name-brand livestock and poultry products. Research shows that urban residents obtain information on food safety through TV programs and newspaper and there are a great of problems in food. 55. 43% of the consumers consider that the name-brand livestock and poultry products are safer than ordinary livestock and poultry products. The result of the model shows that food safety awareness about the name-brand livestock and poultry products has dramatically affected urban residents' purchasing decisions of livestock and poultry products. The biggest effect is on the brand of eggs and pork as the major daily consumer goods. Furthermore,income and prices are still the determining factors affecting the consumers' purchasing decisions of the name-brand livestock and poultry products. And the features of livestock and poultry products( nutrition,taste) significantly affect the name-brand livestock and poultry products.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
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
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 compani...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.展开更多
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 requir...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.展开更多
Brand naming is no small feat,but it is truly achieved by only a few Chinese consumer brands.The article tries to put up with some phonetic and cultural considerations to keep in mind when producing a global brand exp...Brand naming is no small feat,but it is truly achieved by only a few Chinese consumer brands.The article tries to put up with some phonetic and cultural considerations to keep in mind when producing a global brand expression and point out the procedures to do it.展开更多
文摘Ruby—the country’s first seriescosmetics The Ruby Beauty Parlor andCosmetics School is the first of its kind inChina. The skin-care and make-upmethods it has applied are still popular.Among the gifts presented to queenElizabeth Ⅱ of Britain, British PrimeMinister Mrs. Thatcher and RussianPresident Gorbachev by the Chinesegovernment, there was Ruby. According to market surveys andthe conclusions of beauty culture, workingwomen in modern society with their fastrhythm of life and exquisite tastes arefastidious in selecting cosmetics. To meettheir special needs, Ruby’s white
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It is well known that calcium channel blockers(CCBs) are the first line of therapy for vasospastic angina(VSA). Here, we report two cases of VSA with an increase in the frequency of angina attacks after switching from a brand-name to a generic CCB. In both cases, angina recurred upon switching from a brand-name CCB to a generic CCB during follow-up. The patients' condition improved upon switching back to the original CCB. Both cases involved a high severity of VSA, based on the results of spasm provocation testing. These findings suggest that, in some patients with severe VSA, the frequency of angina attacks increases when switching from a brand-name CCB to a generic CCB. Cardiologists should consider this factor when prescribing drugs for angina.
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.
基金Supported by Special Project of Modern Agricultural Technology System-National Layers Industry Technology System(CARS-41-K26)
文摘Through the data on Beijing urban residents' purchasing decisions of the name-brand livestock and poultry products,the article analyzes consumers' food safety awareness about the name-brand livestock and poultry products and the effects on the purchasing decisions of the name-brand livestock and poultry products. Research shows that urban residents obtain information on food safety through TV programs and newspaper and there are a great of problems in food. 55. 43% of the consumers consider that the name-brand livestock and poultry products are safer than ordinary livestock and poultry products. The result of the model shows that food safety awareness about the name-brand livestock and poultry products has dramatically affected urban residents' purchasing decisions of livestock and poultry products. The biggest effect is on the brand of eggs and pork as the major daily consumer goods. Furthermore,income and prices are still the determining factors affecting the consumers' purchasing decisions of the name-brand livestock and poultry products. And the features of livestock and poultry products( nutrition,taste) significantly affect the name-brand livestock and poultry products.
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.
文摘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.
文摘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.
文摘Brand naming is no small feat,but it is truly achieved by only a few Chinese consumer brands.The article tries to put up with some phonetic and cultural considerations to keep in mind when producing a global brand expression and point out the procedures to do it.
