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Abstract Brand is the most valuable intangible asset for a company. With the rapid economic development and globalization, China has witnessed an increasing inflow of international commodities, which offers more choices for Chinese consumers and also asks for a higher demand for the translation of brand names. Brand is the soul and symbol of a company, and it serves as a bridge between companies and consumers. Brand name translation is the reconstruction activities in which translators should adapt to the mental world of consumers. However, from previous and present studies, researchers always focus on the theories about linguistics, ignoring the consumer psychology of target consumers. The theory of adaptation is now being widely used in translation. Therefore, on the basis of Adaptation Theory proposed by Verschueren, this study aims to explore the significance of adaptation to cognitive and emotive psychology of consumers during the process of translating brand names. Factors such as consumer needs and culture persity should be taken into account.26832
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Key words: brand name translation consumer psychology Adaptation Theory
摘 要
品牌是企业最有价值的无形资产。随着经济全球化的迅猛发展，越来越多的国际品牌进入中国市场，为中国消费者提供了更多的选择，也对品牌名称的翻译提出了更高的要求。品牌承载着企业的一切，是企业的灵魂和象征，是与消费者联系的纽带。品牌名称翻译是译者顺应潜在消费者心理世界的语言重构活动。然而，从目前的研究现状看，对于品牌名称翻译的研究多局限于翻译学本身，忽视了目标消费群体的消费心理。顺应论是语用学中的一个概念，随着学科发展的多元化,语用学中的理论越来越多地被应用到翻译领域中。因此，本文以Verschueren的顺应论为基础，探讨了在品牌翻译的过程中，译者应该使译名对消费者的认知心理、情感心理做出各种顺应，同时应充分考虑消费者需求、地域文化等因素,使译文最大限度地顺应消费者的心理。
毕业论文关键词：品牌名称翻译 消费者心理 顺应论
Contents
Abstract i
摘要 ii
Chapter One Introduction 1
1.1 Background and Significance 1
1.2 Research Questions 2
1.3 Structure of the Thesis 2
Chapter Two Literature Review 4
2.1 An Overview of Brand and Brand Name 4
2.1.1 Brand 4
2.1.2 Brand Name 4
2.2 Studies on Brand Name Translation 5
2.2.1 Domestic Studies 5
2.2.2 Foreign Studies 6
2.3 Consumer Psychology 7
2.3.1 Definition of Consumer Psychology 7
2.3.2 Consumer Psychology and Consumer Behavior 9
Chapter Three Theoretical Framework 10
3.1 Adaptation Theory 10
3.1.1 Properties of Language 10
3.1.2 Four Angles for Study 11
3.1.3 The Significance of Adaptation Theory in Brand Name Translation 12
3.2 Factors to Be Considered in Brand Name Translation 13
3.2.1 Consumer Needs and Consumer Motives 13
3.2.2 Cultural Diversity 15
3.2.3 Summary 16
Chapter Four Analysis of the Adaptation Theory in Brand Name Translation 18
4.1 Variability in Brand Name Translation 18
4.1.1 Literal Translation 18
4.1.2 Free Translation 18
4.1.3 Transliteration 19