Abstract  Brand name, a significant component of advertisement, is endowed with rich cultural connotation and plays a crucially important role in social life。 It is a commodity’s distinctive mark that has become our first window to get to know the goods, determining consumer's first impression on the goods。 However, with the development of economic globalization and the ever-increasing exchanges between China and the West, brand name needs a proper translation process。 Translators need to achieve the goal that remains the cultural connotation of the brand name as much as possible。 In this process, metaphors are supposed to be involved frequently。 In the light of the Metaphor, this thesis introduces the cultural characteristics and elementary functions of brand names。 A large part of this paper is devoted to brand name translation from the perspective of metaphor。75972

Key Words：Brand name; brand name translation; metaphor

摘要品牌名称作为品牌的重要组成要素，蕴含着丰富的文化内涵，它作为商品区别性标志已经成为我们认识商品的第一扇窗，决定着该商品给消费者的第一印象。然而，随着经济全球化的发展，中西方文化的不断交流与贯通，就要求品牌品名有一个得体的翻译。译者通过发挥翻译的能动性和创造性，尽可能得还原品牌的文化内涵。而在翻译的过程中就会大量涉及隐喻的使用。本文通过论述隐喻，主要介绍了品牌名称的文化特征和基本功能，并从隐喻的角度对品牌名称翻译进行了大量的研究。

毕业论文关键字: 品牌名称；品牌品名的翻译；隐喻

Contents

1。 Introduction １

2。 Literature Review １

2。1 Previous studies on brand name translation ２

2。2 Previous studies on metaphor ３

3。 Cultural characteristics and functions of brand names ４

3。1 Cultural characteristics of brand names ４

3。2 The elementary functions of brand names ５

3。2。1 Information function ５

3。2。2 Aesthetic function ５

3。2。3 Attraction function ６

4。 Brand name translation from the perspective of metaphor ７

4。1 Brand name translation from the perspective of the generality of metaphor ７

4。2 Brand name translation from the perspective of the creativity of metaphor ８

4。3 Brand name translation from the perspective of metonymy ８

5。 Conclusion ９

Works Cited １１

1。 Introduction

     According to the American Marketing Association, a brand is a “name, term, sign, symbol, design or a combination of them, intended to identify the goods and services of one seller or a group of sellers and to differentiate them from those of competition。” 论文网

     Brand name is a kind of social language phenomenon that uses language to advertise products, and it is the product of language service in the economy。 A good brand name is essential to an enterprise。 It can not only reflect the characteristics of certain products, leaving people with deep impression, but also leave people a wealth of imagination。 Therefore, brand name plays an important role in the development of enterprises and company operation。 It is a permanent spiritual wealth of a company。 It can always remind people of a good image, so that the owner has been encouraged。