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According to sociolinguistics, every cultural phenomenon is special and unique. Various types of cultures have their own characteristics because of their history of development and geographical environment. Due to different cultures, translation from one language into another is different and brand names in different cultural environment have different cultural connotations. In domestic and foreign trade, it is not hard to find that a brand name of the same product in one country is popular, but in another country it is unpopular, so its inherent obstacle is cultural differences between different ethnic groups. Hence the question of how to overcome the cultural differences in brand name translation has become an important issue. A quality brand name translation should express exactly the original ideas and meet the needs of the target audience in the target culture, and motive the foreign customers to make a purchase. Therefore, it is necessary to do such a research from both the theoretical and practical perspective. The purpose of this paper is to study the cultural connotations and translation strategies of clothing brand names so as to improve the quality of clothing brand name translation.
This paper consists of five parts. Part one is the introduction. It mainly introduces the background, purposes and significance of this paper. Part two serves a brief introduction to the definition, characteristics and functions of brand names and a concise review on early studies. Part three is the cultural connotations of clothing brand names. It studies clothing brand names from three perspectives of cultural connotation, that is, philosophical thought, literature and fine arts, values. Part four is the strategies of clothing brand names translation. It includes five methods. Part five is the conclusion part.