On the Translation Principles of Brand Names and Brand Culture开题报告

1. 研究目的与意义

this thesis aims to analyze the translation principles of brand names and its relations with brand culture.

generally speaking, brief and expressive trademarks have positive effects on high-quality and delicately packed products. manufactures rely largely on their trademarks to identify their products and services and to distinguish them from their competitors. suitable brand names can not only attract the consumers#8217; attention, but also realize its ultimate goal-to promote sale and make profits.

since globalization has accelerated the development of international trade, the brand name plays a more important role in expanding global market, participating in international competition, and establishing brand awareness. also, with the strong implementation of china#8217;s opening-up policy, a great number of foreign products pour into chinese market, and many chinese enterprises have the desire to occupy more global market share. therefore, it is obvious that the significance of the translation of brand names can#8217;t be ignored. a good trademark translation may bring an enterprise immense wealth, whereas a bad one may make a company suffer great loss. in other words, an enterprise#8217;s future is closely linked with brand name translation.

2. 研究内容和预期目标

the thesis mainly consists of five parts: introduction, methods and principles of trademark translation, translation of brand names and brand culture, comparison of chinese translation of english trademark and english translation of chinese trademark, and conclusion.

the thesis firstly intends to give a detailed analysis to the translation methods of brand names from chinese into english and from english into chinese, in order to make readers have a better understanding of trademark translation. and these methods can be categorized into four kinds, transliteration, literal translation, liberal translation, and zero translation. afterwards, the translation principles of brand name and its relations with brand culture is the main part of this thesis. it is made up of four parts, consistency of product feature, conciseness and easiness to remember, nationality, and trinity principle in trademark translation. then, it goes to the translation of brand names and brand culture, which focuses on illustrating the relations between trademark translation and brand culture. it also refers to the differences on the translation between chinese trademarks and english trademarks. at last, the conclusion summarizes this thesis. the practical significance of this thesis is to provide enterprises that have the desire to introduce foreign products or expand overseas market with valuable guidance and suggestions on the translation of brand names, in order to attract more customers, attain brand loyalty and promote sales.

how do companies choose the most suitable methods of translating trademarks? how do they strictly obey translation principles of brand names? why does brand culture seem to be quite important in trademark translation? and what differences should be noticed between chinese translation of english brand name and english translation of chinese brand name. these types of issues would be discussed in my paper primarily.

3. 国内外研究现状

there are many studies about the trademark translation in china and western countries nowadays due to the effect of globalization. different scholars hold different opinions of this subject. in china, pan hong is the first person that put forward the principle of #8220;nationality#8221; in the trademark translation in 1996. she combines the importance of showing respect to national psychology and grasping associative meaning with getting familiar with national condition as well as taking national characteristics into consideration. while xu hui#8217;s perspective is that the translation of brand names should embrace the native unique cultural essence. in western countries, nida holds the view that #8220;judging the validity of a translation can not stop with a comparison of corresponding lexical meanings, grammatical classes, and rhetorical devices. what is important is the extent to which receptors correctly understand and appreciate the translated text.#8221;

i noticed that many scholars consider functional quality as one of the most important elements in trademark translation. only a few scholars concerned about the trinity principle (faithfulness, expressiveness and elegance) in the translation of brand names.

4. 计划与进度安排

5. 参考文献