英语论文网

　　
　　本章从以下观点研究了论文现状:论文的背景、目的和意义,对论文的研究方法和论文的结构作了主要介绍。This chapter introduces the present study and the thesis from the followingperspectives: the background of the thesis, the purpose and significance of the thesis，the research methodology and structure of the thesis.

　　
　　1.1 Background of the Thesis论文背景
　　Since China implemented its reform and opening up policies，the Chinese andforeign economical exchange cooperation have been strengthened unceasingly. What'smore, after joining the WTO，China faces both new opportunities of development andsevere challenges of fierce international competition. Creating a successful brand nameis an important marketing strategy for producers and enterprises to promote theirproducts to the foreign market and foster a good and healthy company image. The rapiddevelopment of international trade has resulted in a heavy demand for brand nametranslation. https://www.51lunwen.org/translation/ As an American scholar says, “a brand name translated well or improperlywill have hundreds of millions of dollars difference in marketing sales" (Liu, 1994:87).Hence, the study of brand name translation is of great significance and must be paidclose attention to.American advertising master E.S.Louis produced successful advertising principle“AIDA”： Attention, Interest, Desire, and Action. Some scholars established “ACCA”principle: awareness，comprehensiveness, conviction and action (Zhao, 1992). Recently,somebody has proposed another principle similar to this one. That is，five Fs: Idea，Immediate Impact, Information, Interest，and Impulsion (Jin, 2003). At present, thename translation of exported products in China is still far from satisfactory. Thetranslated version should meet the above requirements. But to some degree, brand nametranslation have to conquer greater obstacles，for it is also the cross-culturalcommunication like any other translation activity which involves linguistics,commercial culture, consuming psychology，aesthetic interests and so on (Bao, 2001).With the vigorous development of Chinese translation subject，researches on brandand brand name translation by domestic scholars go through three periods: the period ofenlightenment, the period of development and the period of international brewing (Li,2007). In the new era of century, brand name translation researches have beenresearched from various aspects, such as communication, cognition and pragmatics.And a basic knowledge should be presented here. Usually a complete writtenadvertisement is composed of headline (including sub-headline), body text, slogan,trademark and illustration. The first three belongs to the verbal part and the later two isnon-verbal part. The trademark involves three parts: brand name，corporate or storename and visual symbols (Cui, 1993).The study object of this thesis is only thetranslation of brand name without regard to other forms.

　　
　　1.2 Purpose and Significance of the Thesis论文意义和目的
　　As what has been said above, proper translation of brand name is of greatsignificance and the study of brand name translation which is chosen as the studysubject of the thesis also arouses the author's interest."Language research is basically cognitive research" (Nuyts，1992:5). So it ispossible to本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。