On Translation of Chinese Brand Name 浅析中文商标名的英译.doc

PAGE  PAGE 15 浅析中文商标名的英译 On Translation of Chinese Brand Name Contents Abstract i 摘 要 ii 1. Introduction 1 2. Main Principles 1 2.1 Easy Identification…………………………………………….…………….…………...2 2.2 Attention of Cultural Difference…………………..……………………..…..…………2 2.3 Catchy Names…………………… …...……………………………..…………………..4 2.4 Attention of Political Factors…………………………………….…...…………4 3. General Methods………………………………………………………………..5 3.1 Using the Pinyin of the Characters………………………….…………..…...….5 3.1.1 Advantages……………………………………………………………5 3.1.2 Disadvantages……………….………………..………………………5 3.1.3 Useful Conditions……………………………………………...………...6 3.2 Free Translation…………………….….……………….……………………….6 3.2.1 Improper Situations………………………………….…………………6 3.2.2 Suitable Situations……………….………………………………………..7 3.3 Transliteration……………………………………….………………………..…7 3.4 Homophonic Translation…………………...…………………………………...8 4.Current Relevant Situations…….…………………………..……………………8 5. General Criteria of Successful Cases………………………….…...…………….9 6. Conclusion 10 Bibliography 11 Acknowledgements 12 Abstract In recent years, the progress of the translation on brand name-a practical branch of translation- is very remarkable. Obviously, the English-Chinese translation of brand name has developed a lot with enormous famous fruits such as Coca-cola(可口可乐)，Goldlion(金利来) and Palarold(拍立得).Comparatively, the translation of Chinese products is less noticeable. A great majority of the Chinese trademark names are just translated into the pinyins of the Chinese characters, with several noted cases such as海尔（Haier）and李宁（Lining）. According to the examples collected, the author does some systematical analysis. On such basis, this article summarizes the principles and methods of the translation on brand name. The results show that if various relevant translation principles and methods are combined in the translation practices, the successful English brand names of Chinese products shall energetically promote their sales in foreign markets. Meanwhile,