Abstract: With the development of economic globalization, more and more products rush into the international market, and the first impression of the consumer on a particular product is of utmost importance. Therefore, a well-translated brand name can catch the attention of consumers at the first sight, arousing their curiosity or interests. Brand name translation seems as one kind of cross-culture behavior and is influenced by cultural elements which differentiate it from general translation. This study introduces the relative information about brand names and the cultural factors reflected in them so as to discuss the techniques and principles for brand name translation by overcoming cultural barriers which can make a broad gap between two different cultures and thus set hinder for translation. Based on the theory of functional equivalence, suggestions on the translation of brand names are put forward that the translators should not only pay attention to the linguistic transfer, but also take cultural factors into consideration.
Key words: brand name; cultural factor; translation; transfer
CONTENTS
Abstract
摘要
1. Introduction..1
2. Multidimensionality of Information of Brand Names..2
2.1 Definition of Brand Name
2.2 Functions of Brand Name
2.2.1 Identifying Function
2.2.2 Informative Function
2.2.3 Aesthetic Function
2.3Cultural Factors in Brand Names
2.3.1 Notions of Culture
2.3.2 Cultural Reflection in Brand Names
3. Main Cultural Barriers in Brand Name Translation .4
3.1 Different National Traits and Values
3.2 Different Belief
3.3 Different Attitudes towards Animals, Plants and Numbers
4.Coping Strategy for Translation of Brand Names..6
4.1 Principles and Techniques of Brand Name Translation
4.2 Transfer of Cultural Connotation
4.2.1 Positive Transfer
4.2.2 Zero Transfer
4.2.3 Negative Transfer
4.3 Suggestion for Translation of Brand Names
5.Conclusion.11
Bibliography.13
Acknowledgements..14
