英语论文网

Abstract: This paper， in the first part， introduces briefly the general knowledge of commodity brand names and its impact on products. As stated in the title， this paper then mainly deals with the translation of foreign brand names in the second part. In the final part， on the basis of the analysis， this paper naturally draws a conclusion concerning the cross-cultural differences in the translation of foreign brand names.

摘要：本文在第一部分，简要介绍了商品的品牌名称和其对产品的影响的一般知识。正如标题所述，本文第二部分主要涉及外国品牌名称的翻译。在最后一部分，在分析的基础上，本文得出了在外国品牌名称翻译的跨文化差异的结论。

Keywords: brand， translation， cross-culture

关键词：品牌，翻译，跨文化

I. Introduction -- Brand Name and Its Translation 引言--品牌名称和它的翻译

Brand names are just like people’s names， serving as the symbol of the commodity. “Branding makes a product distinctive in the marketplace， just as your name makes you unique in the society in which you live.” (Wells， Burnett and Moriarty 89)

品牌就像人的名字，作为商品的象征。“品牌，使产品在市场上富有特色，就像你的名字让你在你所生活的社会中是独一无二的。”（威尔斯，伯内特和莫里亚蒂89）

For one specific product， its brand name is of great importance. When various kinds of commodities go global， their names travel with them as well. As the trade of commodities expands， brand names of certain products have become very famous and some successful ones gradually get recognized by the whole world. For China， nowadays， development of its economy in recent years further stimulated the trade between China and other countries， which brings the growth of imported foreign commodities. Foreign brand names， no matter how much fame they enjoy globally， will be difficult for Chinese consumers to accept if they don’t have impressive translations into Chinese.

对于一个特定的产品，品牌是非常重要的。当各类商品走向全球，他们的名字也是如此。由于商品贸易的扩大，某些产品的品牌名称已经非常著名和一些成功的逐渐得到举世公认。对于如今的中国，近几年其经济的发展进一步刺激了中国与其他国家之间的贸易，这使进口外国商品的增长。国外的品牌，不管他们在全球范围享有有多大的名气，将很难为中国消费者所接受，如果他们没有翻译成令人印象深刻的中文名字。

As stated by an American scholar， “…a good translation of a brand name can bring millions of dollars’ difference in the product’s sells record.” (qtd. in Bao Huinan， 273) It cannot be denied that sells records and profits are important for the manufacturer. However， a more important significance for a good brand name translation lies in the fact that the name of the product is conducive to the promoting of the product， the enhancing of its fame and competitiveness as well as the cracking down of the counterfeits.
Summing up， it is obvious that translation of foreign brand names worth further studying for it is not only the original brand name that matters but also its translation.

II. Translation of Foreign Brand Names -- Problem and Solution 外国品牌名称的翻译 -- 问题与解决方案

This part of the paper will first explore the reason why we need to pay attention to the translation of brand names. Then， discussion on preconditions and methods to deal with the translation， combined with specific and representative examples will be followed.

A. The Need for the Translation of Foreign Brand Name

Attention must be paid to the translation of foreign brand names for th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。