Works Cited 12

1。 Introduction 

     Since the new century, the global economy has been on a rapid rise。 The world has become a global village where the scale of international trade and the amount of imported and exported products are dramatically increasing。 Whether imported and exported products in the target countries can enter their markets successfully or not partially depends on the ideal translation for their brand names。 A trademark, which is related to the survival and development of the commodity, symbolizes its sign and represents its intellectual property。 Trademark, as a means of serving for economy, is closely related to popularization and selling of the commodity。 Just like a person’s name, the translated brand name, whose significance is obvious and self-evident, is the another name for the imported and exported products in target countries。 A successful translation of brand name is likely to bring a great deal of commercial value and becomes a symbol for a corporate culture。 To study and improve brand name translation will help enhance the two-way communication of Chinese and the western cultures。 论文网

     On the basis of the survey on relevant literature, the paper is intended to analyze and summarize the principles and strategies for brand name translation in the light of cultural difference, learn and absorb some usual translation practices, present existing problems and propose some insightful suggestions in trademark translation, hoping to offer some illuminations for future research。

     The paper is composed of 7 parts。 The first part is introduction and the second part is literature review。 The third part is about the principles for brand name translation, including the advertising nature, inductive principle, aesthetic principle, function equivalence principle and considering the Chinese relevant laws。 The forth part is about the strategies for brand name translation, including Chinese Pinyin, paraphrase, transliteration and word-building。 The following part is about the cultural taboos and the sixth part is about the influence of cultural difference on brand name translation。 The last part is the conclusion part。

2。 Literature Review

     Since the reform and opening up to the outside world, studies on trademark translation have been carried out with the overall development of economy。 At the end of 1980s, Chinese economy started entering the right track, domestic enterprise scale was small and the pattern of import and export was not developed。 Chinese business and consumers’ awareness and understanding of brand name was still in the stage of enlightenment。 The Trademark Law of the People’s Republic of China was passed on August 23, 1982 which let many scholars start focusing on the trademark translation itself。

     Domestic trademark translation was increasingly developed during the last decade of the 20 century。 With the deepening of the reform and opening up, the mainland translation circle has witnessed the first brand name translation climax。 Many experts and scholars discussed from various respects and made gratifying achievements。 Compared with the enlightenment stage, the phase of trademark translation studies have had a qualitative leap which provides a reference method for more systematic research on brand name translation in the 21 century。

    Since 2001, Chinese translation circle has been in a booming situation where many experts, such as Peng Shiyu, Li Junfang and Dai Rong, study and apply various theories from different schools to guide trademark translation practice。 What’s more, these scholars bold attempt to apply new linguistic theories and translation theories to the study of brand name translation。 Above all, after 20 years of development, trademark translation studies has become an essential part of translation discipline research。文献综述