4.1.4 Mixed Translation    20
4.2 Analysis of the Adaptation to the Metal World of Target Consumers    21
4.2.1 Adaptation to Cognitive Psychology of the Target Consumers    22
4.2.2 Adaptation to Emotive Psychology of the Target Consumers    23
4.3 Summary    25
Chapter Five Conclusion    27
5.1 Major Findings    27
5.2 Limitations    28
References    29
The Adaptation to Consumer Psychology in Brand Name Translation
Chapter One Introduction
1.1 Background and Significance
Along with the economic globalization and increasing business contact across countries, more and more products are rushing into international market. Meanwhile, with China’s accession into the World Trade Organization, Chinese enterprises are facing with unprecedented opportunities and challenges in the international market, which is full of fierce competition. In addition to quality and price of products, choosing an appropriate word in translating brand names is also a key issue to obtain the trust and recognition of consumers.
 Brand name translation is closely linked with consumer psychology, and consumer psychology affects the entire process of consumption of consumers. In addition to the functions of the products or services, consumers pay more attention to the enjoyable consumption experience that meets their psychological needs. Therefore, the brand name translation should adapt to the consumer psychology and consumer demand, and brand names should be simple and easy to be understood.
Unlike other translations, it is necessary for brand name translation to reflect on the connotation of the original names as well as meet the psychological needs of consumers. Because the ultimate aim of the brand name is to promote sales, for this purpose, translators should have a great understanding of consumer psychology. Adaptation Theory plays an active and constructive role in the analysis and explanation of translated brand names. With the application of Adaptation Theory, the translation of brand names will be more scientific and acceptable. If the meaning of the translated brand name can convey special messages to target consumers, it will be easily accepted by consumers. It is hoped that this thesis can make contributions to the producer, the product and the practice of brand name translation.
1.2 Research Questions
This thesis is about the consumer psychology in brand name translations from the perspective of Adaptation Theory. In order to make some contributions to this field, the following three research questions are to be solved in this thesis.
(1)    What is the correlation between consumer psychology and brand name translation?
(2)    Whether Adaptation Theory is constructive to the analysis and explanation of brand name translation?
(3)    Why factors such as consumer needs and motives and cultural persity should be considered during the translation of brand names?
1.3 Structure of the Thesis
This thesis consists of five chapters. Chapter one is a brief introduction to this thesis. Chapter two reviews the previous studies of consumer psychology, brand and brand name, and explains the definitions of some key terms. Chapter three introduces the theoretical framework of this thesis, Adaptation Theory, and analyzes some factors that influence brand name translation. Chapter four is the core of this thesis, which focuses on the analysis of brand name translation from two aspects under the framework of Adaptation Theory, including translation methods of brand names from variability and adaptation to the metal world of target consumers. The last chapter is a conclusion which consists of major findings and limitations of this study.
Chapter Two Literature Review
2.1 An Overview of Brand and Brand Name 顺应论品牌名称翻译及消费者心理(2):http://www.youerw.com/yingyu/lunwen_21123.html