Abstract
A brand name is the part of brand that can be vocalized, and the sign of a product. This paper starts with the information of brand names to introduce the definition, characteristics and the functions of brand names. The brand name is a phenomenon of culture. We should pay more attention to the possibility of brand name translation, and take the Nada’s “Functional Equivalence” as a cardinal principle and methods employed in brand name translation，this is a viable way. Brand names possess peculiar cultural characteristics and have intimate relation with culture，then we need analyze the cultural barriers of the brand name translation from different national traits, different customs and habits, different semantic associative. Although there are cultural barriers in the brand name translation, we can still overcome them. Translators should use the techniques flexibly so as to overcome the cultural barriers in brand name translation and try to translate brand names perfectly.
Key words: functional equivalence; brand name; translation
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Contents
摘 要…………………………………………………………..……..…i Abstract………………………………………………………….……..ii Introduction……………………………………………………………1 Chapter 1 Overview of Brand Names……………………………..…2 1.1 Definition of Brand Names…………………………………………2 1.2 Formation of Brand Names…………………………………………2 1.2.1 Proper Names……………………………………………………3 1.2.2 Common Words…………………………………………….……3 1.2.3 Coined Words………………………………………………….…4 1.3 Characteristics of Brand Names…………………………………..…5 1.3.1 Brevity………………………………………………………...…5 1.3.2 Elegance………………………………………………….…..…6 1.3.3 Originality…………………………………………….……..…7 1.4 Functions of Brand Names ……………………………………..…7 1.4.1 Informative Function………………………………….……..…8 1.4.2 Aesthetic Function…………………………………………..…8 1.4.3 Evocative Function……………………………………...……10 Chapter 2 Functional Equivalence Theory and Brand Name
Translation……………………………………...…………12
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2.1 Functional Equivalence……………………………………………12 2.2 Consideration of Factors in Brand Name Translation……………13 2.2.1 Consumer Psychology…………………………………………13 2.2.2 Cultural Factors…………………………………………………14 2.2.3 Aesthetic Factors………………………………………………16 2.3 Application of Functional Equivalence in Brand Name Translation…16 2.3.1 Equivalence of Informative Function…………………………16 2.3.2 Equivalence of Aesthetic Function……………………………17 2.3.3 Equivalence of Evocative Function……………………………18 Chapter 3 Methods Employed in Brand Name Translation……….20 3.1 Literal Translation…………………………………………………20 3.2 Transliteration……………………………………………………21 3.3 Combination of Literal Translation and Transliteration…………23 3.4 Creative Translation………………………………………………24 3.4.1 Addition or Deletion……………………………………………24 3.4.2 Blending………………………………………………………25 3.4.3 Acronym……………………………………………………26 3.4.4 Purposive Misspelling………………………………………26 Conclusion……………………………………………………………27 Bibliography…………………………………………………………28 Acknowledgements
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B.A Thesis Introduction
Introduction
A brand name is a sign representing cultural characteristics of different nations, societies and times. It serves not only its expected functions of communication; it is also employed in a symbolic manner to identify a brand and its cultural origin. Today, well-known brand names have become cultural icons, and enjoy powerful advantages in the fierce competition. Brand names, as part of language, reflect the features of a certain nation, including the historical and cultural background, their attitudes towards life, and their life style and thinking pattern.
Brand name translation is influenced by cultural elements which differentiate it from general translation. Brand name translation is of significance in the competitive market. Brand names mirror the culture of different countries, so cultural elements must not be ignored in the translating process. At present, with economic development and increasing international contact, the exchanges between different countries become more and more frequent. And trade surplus becomes an important part of our national economy. Proper translation of brand names also becomes more and more important so as to promote the sales of goods and cultivate foreign markets.
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