毕业设计（论文）商标在中西文化中的翻译（The Translation of Brand Names in Chinese and Western Cultures）.doc

The Translation of Brand Names in Chinese and Western Cultures PAGE PAGE 13 The Translation of Brand Names in Chinese and Western Cultures 商标在中西文化中的翻译 Contents Introduction………………………………………………………………1 Significance of Brand Names…………………...…………………1 Definition of Brand Names……………………………...……………1 Functions of Brand Names………..……………………..……...……2 Informative Function……………...……………………...………..2 Unique Function………….……………………………..…………2 Symbolic Function……………………………………..………….3 Cultural Diffenrences between Countries…………………….………3 Differences in the Ways of Thinking.………………………….……..4 Differences in Aesthetic Concepts and Values……………………….4 Differences in Cultural Taboos……………………………………5 Principles of Brand Names Translation…………..….…………….6 Beneficial Association……..……………………………..………6 Aesthetic……………..…………………………….……………...…6 Functional Equivalence………………………………………...……7 Methods of Brand Names Translation…………………..….…………7 Transliteration Method………………………………………………8 Paraphrase Method…………………………………………….…….9 Combined Translation……………………………………………….9 Other Methods………………………………………………...…10 Conclusion………………………………………………………………11 Bibliography…………………………………………………………….12 The Translation of Brand Names in Chinese and Western Cultures Abstract: The brand name is a kind of special language symbol, which is concentrated on significant feature of the product. It is a core part of commodity culture, and a powerful weapon of the enterprises to participate in international competition. Brand names translation is the same as the concept of semiotic translation, a processing from decoded to the encoded. But the brand names translation is not just a simple language conversion, which is the transplantation of two cultures, as a bridge between the East and West, linking culture, business, and goods with consumers closely. Therefore, a successful translation of brand names play a significant role to open up international markets,to create corporate wealth. This paper, on the basis of a basic understanding of brand name