On Cultural Diversity's Influence on Chinese-English Brand Name Translation
[Abstract]With the accelerated pace of economic globalization， more and more Chinese products are entering the international market. In this increasingly fierce market competition, exporters have deeply realized the importance of appropriateness of brand name translation. There are many factors influencing Chinese-English brand name translation, and cultural diversity is one of the most important ones. At present, in Chinese market, though most of Chinese brand names are satisfactorily translated, some are still translated without considering the influence of cultural diversity, and the products are not welcomed in foreign markets, causing great loss to domestic enterprises. This paper is aimed at talking about some problems in Chinese-English brand name translation related with cultural diversity, putting forward some suggestions and discussing some principles in intercultural brand name translation.
[Key words] brand name, cultural diversity, intercultural brand name translation
Contents Introduction.1
1. Current Situation in Chinese-English Brand Name Translation 2
2. Problems in Chinese-English Brand Name Translation .2 2.1 Breaking Taboos of Western Culture2 2.2 Indecency in Brand Name Translation3 2.3 Political Implication in Brand Name Translation.4 2.4 Lacking Enough Knowledge of Cultural Personality Difference.4
3. Solutions to Problems in Chinese-English Brand Name Translation .5 3.1 Paying Attention to Different Ways of Thinking5 3.2 Noticing Different Social Values6 3.3 Emphasizing Different National Psychology6 3.4 Taking Different Vocabulary and Cultural Connotations into Consideration.7
4. Principles of Intercultural Brand Name Translation.8 4.1 Combination of Transliteration and Literal Translation8 4.2 Association with Implication9 4.3 Supplemental Instruction9 4.4 Adjustment10
