英语论文 从文化因素和翻译策略上简析汉语品牌名英译.docx

1、英语论文 从文化因素和翻译策略上简析汉语品牌名英译论文英文题目：Brief Analysis of the Cultural Factors and Strategies to Brand Chinese-English Translation 论文中文题目：从文化因素和翻译策略上简析汉语品牌名英译 学 院： 专业年级： 学 号： 学生姓名： 指导教师、职称： 20xx年5月25日ContentsAbstract.11. Introduction.12. Brand names and the translation.13. The cultural factors between brand

2、 translation and culture.23.1 Problems in translating Chinese brand names.23.2 Cultural associations of brand names.44. Criteria for an ideal translated brand name.54.1 Phonetic relevance.64.2 Semantic relevance64.3 Graphic relevance.75. Translation techniques of Chinese brand names.75.1 Literal tra

3、nslation.75.2 Transliteration.85.3 Paraphrase95.4 The technique of Combined translation.95.5 Adjustment.96. Considerations and Conclusion.11 6.1 Considerations.11 6.2 conclusion.13从文化因素和翻译策略上简析汉语品牌名英译中文摘要、关键字17Abstract A brand is a special language symbol, a concentration of significant feature of p

4、roduct and a core of commodity culture. But there are still some problems and misunderstanding in the brand translation from Chinese to English, cultural difference is a big cause of those problems. So I come up with the thesis that cultural difference is a main cause which influences the brand tran

5、slation from Chinese to English. And I try to demonstrate cultural factors from cultural diversity, different thinking, different social values and other cultural aspects which make effect on the brand translation from Chinese to English in my thesis. On the other hand, I also provide with some bran

6、d translation strategies, they can not only prove the influence of culture to brand transition, but some skill could be used in the brand translation. Key words brand; cultural factor; translation; strategy1. Introduction With the acceleration of economic globalization and Chinas entry into WTO, mor

7、e and more Chinese products are being launched into the international market. Consequently, translating Chinese brand names successfully into English has never been more imperative and vital than today. The translation of Chinese brand names is a kind of intercultural communication. It involves such

8、 factors as linguistic laws, cultural psychology, and aesthetic values. A successful translation of the brand name should not only transfer the information concerning the commodity or service, but also transfer its cultural significance to the audience in the target culture. This applies particularl

9、y to culture-loaded brand names that have different mental associations in different cultures. According to the principle of functional equivalence, the translated brand names should achieve a perfect linguistic unity among sound, form and meaning. This paper, taking Nidas functional equivalence as

10、its framework, attempts to study the problems that are often encountered in translating brand names into English and suggest ways to solve them. 2. Brand names and the translation Brand name, an essential component of advertising, is the art of a brand that can be vocalized. It is “a name given by a

11、 producer to a particular product, by which it may be recognized from among alike products made by other producers” (Longman Contemporary English-Chinese Dictionary English, 1988).Aiming to build, reinforce, and/or reposition consumers perception of certain brand, brand names have the following four

12、 functions: distinguishing products, providing information, ensuring guarantee and stimulating consumption. In order to build up a good image in the market and arouse favorable associations as well as purchasing desire in the minds of the consumers, brand names should have the following major charac

13、teristics: short in length and sweetness, sonorous and distinct, elegant and apt, original and novel. Translation is a more complex communication than that within a single language because it involves two languages. (Jin & Nida, 1984:31) Given the uniqueness of brand names translation, the translato

14、r must be fully aware of the cultural awareness, aesthetic standards, and consumption modes of both SL and TL readers, and should keep in the mind the intention of the original so as to transfer its message (both linguistic and cultural) maximally, otherwise, “a failure to reflect the spirit and dyn

15、amics of the source document is a mortal sin” (Nida, 1993) The translator of brand names should strive for the following two effects: (a) the translated brand name should reflect the semantic features of the original one; (b) the translated brand name should have the same or similar function as the

16、original one. The translated brand name should be delightful to the eye, pleasant to the ear, easy to remember, as well as be a perfect unity of sound, form, and meaning. That is to arouse the same interest and psychological empathy of the target consumers, stimulate their aesthetic enjoyment and co

17、nsuming desire. Toward the end, the translators must serve as receptor of the message intended by the source sign and be the source of the message in the target language. (1984:31-50) 3. The cultural factors between brand translation and culture 3.1 Problems in translating Chinese brand names Brand

18、translation is closely connected with cultural differences. In the society, culture plays an important role in peoples daily life, which brings great influence. The diversity of culture determines that people are also diverse in many spiritual levels to commodity of the brand. There must be more or

19、less difference. Therefore, during working, people who make the brand translation must fully consider the cultural differences in brand translation from the perspective of cross-cultural communication, Exists between psychological and aesthetic brand translation public a very close relationship. A b

20、rand is a name may be known by many people. So the translator must be pretty careful when naming it since it may even take bad side if the name is not in accordance with local circumstance. It has influence on others in public more or less. For other culture, we know that respect and understanding i

21、s necessity since they are equal, old or new. To get the target, the translator must be acquainted with the target culture, only in this way they can be able to analyze where is different and should be pay much attention. Otherwise, misunderstanding will come to birth and bring about bad result.Owin

22、g to the cultural difference in geographical location, customs, religion and values, etc, people of different cultures often draw different associative meanings from one and the same word, which carries the same conceptual meaning. The major considerations and possible problems in brand names transl

23、ating should be discussed in details.Brand names have the same conceptual meanings but partially overlapping associative meanings. People worldwide love the scene of a blue sky and white clouds. However, the phrase “Blue Sky” “蓝天” (toothpastes) is associated with “bond that can not be paid off” in A

24、merican English, so it should not be rendered into “blue sky” when the item is exported to America. Brand names that abound with associative meaning in Chinese culture, suggest none in English culture. For example, “厚朴”, a Chinese culture-specific item, is a famous Chinese brand name of toothpaste.

25、We Chinese know about the traditional herbal plant by the name of “厚朴” (magnolia officinal). But if we translate it as “magnolia officinal”, the translation may mean nothing to the target readership. Brand names with the same conceptual meanings, is different or negative in associative meanings. In

26、different languages and cultures, the same word may generate totally different associations. “凤凰” (bicycle) was translated into “phoenix”. The Chinese brand name “凤凰” is associated with such favorable connotation as “auspicious” or “good luck” while “Phoenix” symbolizes “rebirth” or “nirvana”. That

27、is, it may generate the ominous implication of a narrow escape. Many Chinese brand names are named after animals and plants. However, many of them are failures because of their negative associations. The brand name”蝙蝠” (electric fan), “蝠” being homophonic to “福” symbolizes “luckiness, happiness and

28、long life span” in Chinese culture. However, in western culture, “bat” is “an eerie creature believed to have become entangled in peoples hair” and in southern America, the bat is even the symbol of the bloodsucker vampire. For another example: ”紫罗兰” is a beautiful flower with fragrance in Chinese c

29、ulture. In English there are two equivalents, “violet” and “pansy”. The latter carries the negative connotation of “effeminate man; homosexual.” There are some peculiar brand names in Chinese and western cultures. Owing to the striking differences between Chinese and western cultures, some Chinese b

30、rand names have no English counterparts (“cultural gap”). These brand names often derive from peoples names, names of places and characters of mythology. “江南” (air conditioner) is an ideal choice for the make of air- conditioners. As soon as the Chinese people see the brand name “Jiangnan”, a romantic place with beautiful scenery and pleasant climate will immediately flash before their eyes. But few westerners have a clear geographic concept of the place, the vast territories south of the Yangtze River in China. Therefore