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1.2 The Value of the Research
With the fast developments of economy, most Chinese enterprises have been active in the global market. Therefore, brand name translation really plays a more and more important role in the economic society. The brand name translation is the leading part of the production cultures. It requires that the brand name translators try to deal with the difficulties caused by the cultural differences. As we all know, effective and creative brand name translations can improve the communication and understanding between consumers and manufacturers. What’s more, great brand name translations can enrich and spread our local culture. The information in this paper will be of great help for translators to make proper adjustment during the translation of brand name according to the cultural background in the target market.
1.3 The Layout of the Paper
This paper is pided into six parts. Part one is the introduction, which involves the background of the paper and the value of the research. Part two involves the previous experts’ studies of the research and shows the commons and differences about the studies. Moreover, my opinion on the brand name translation will be listed in the essay. What’s more, the definition and the features of a good brand name are also included. Part three talks about the causes of the cultural differences from the social value differences, religious beliefs differences and different usages in numbers. Part four discusses the influences of the cultural differences on brand name translation. Finally, some recommendations are listed in part five. It consists of the principles of the brand name translation and skills used in translation. And part six is a conclusion based on the previous parts.源:自*751~·论,文'网·www.751com.cn/
2. Literature Review
2.1 Previous Studies of the Brand Name Translation
Translation is not only a simple transform between two different languages, but also contains a comparative study of two cultures. Culture is a factor that can not be ignored in Translation. It is obvious that the brand translation is not a simple two-way street between two different languages. And one of the main difficulties in brand name translation comes from the fact that some words in source languages can’t find the similar expressions in target languages. Therefore, the problem of how to deal with cultural differences in the process of the translation is a meaningful task for our research.文献综述
In recent years, brand name translation has attracted wide attention. Many experts and scholars have come to realize the significance of the culture which affects the translation. So they have attached much significance to the cultural factors when translating these brands. Eugene A. Nida and Charles R. Taber tell people the definition of the translation (1982:12), Alexander Fraser Tytler stresses the importance of a good translation (1790:2) and Liang Xiaodong makes a research on brand name translation from the view of the national psychology (1997:8) In addition, Zhu Yajun puts forward some creative and useful principles of the brand translation in his book. Moreover, he lists some general translation skills and teaches people some creative strategies. (2003)
In conclusion, the studies on the brand name translation have been improved in the recent years. However, some shortcomings and limits still exist in their studies. As we can see, many experts have studied a lot about the brand name translation. And the studies are of great theoretical and practical value in our future life. They all talk about the differences between the western and eastern cultures and come up with their ideas about the principles and methods of the brand translation. However, when talking about the cultures, the experts will choose the different parts about them such as thinking-pattern, social taboos and so on. This paper put stress on the Chinese culture and adds some principles which will help perfect the brand translation.