【正文】 China and foreign countries has been gradually increased than the times which is before the Open and Reform. So does the business. With increasing globalization of the world economy, advertisements e to play a more and more important role for manufacturers to promote their products in the world market. As we all know, good brand names are the best advertisements for modities. During international business, brand name is a very important factor to attract potential buyers. An effective brand name can promote the brand development process and enhance the perceived value of a product. One good kind of modity adding on a good name is not different with improving on perfection, and its charm is infinite. Therefore, translations of brand names should be paid attention to. However, name translation is not an easy work as it seems. “Translation is a more plex munication than that within a single language because it involves two languages.”(Jinamp。 Clear” express the information that if you use this product, your skin will be clean and fresh. It sounds very fluent. If it is translated into “干凈清爽 ”, the beauty of its sound may disappear. However, if we use “可伶可俐 ”, the product is absolutely into the girls’ favor. Because it not only makes consumers associate it with being clever and bright young girls but also retains the sound of the original 濟(jì)寧學(xué)院畢業(yè)論文 第 5 頁 共 21 頁 one. When the car Lexus begins to sell in china, the pany decided to use“ 凌志 ” as its Chinese name. This name may recall their memory about Chairman Mao’s majestic poem “久有凌云志，重上井岡山 ”. Advertising Functional Principle The translated brand name must not only conform to the product’s nature but also the modity characteristic. It should be easy to spell, read, write and remember, and attractive to customers. Here are some examples. “Dynasty” , the English trademark of “ 皇朝葡萄酒 ” , makes us cannot help associating it with the old mystical country and its royalty, leaving us a deep impression for the wine. The translation of “ 永久自行車 ” is Forever. It is in line with its advertisement which is “ 經(jīng)久耐用，直到永遠(yuǎn) ” pletely. “ 蜂花化妝品 ” is translated into “Bee amp。 本茨 ” at first, but this translation is long and has little sense to Chinese consumers. So the first half of the original brand name was omitted and the translation was changed into a more simplified version “奔馳 ” which sounds similar to “Benz”, and has an excellent associative meaning. Once heard of it, people will instantly think of a luxurious car running fast and swiftly, then arouse the desire to buy. There are some other examples of the brand names transliterated by abbreviation approach form English to Chinese such as the puter “HewlettPackart(惠普 )” and the watch “Solvilet Tituss(鐵達(dá)時(shí) )” . The Combination of Literal Translation and Transliteration As the name suggests, this method means literal translation for part of a brand name and transliteration for the rest. Therefore it has the advantages both of literal translation and transliteration. “Unilever” is the global leading provider of food and personal care which is translated into “聯(lián)合利華 ” . The prefix “uni” is translated into “聯(lián)合 ” literally, and “利華 ” is the Chinese phonological equivalent for “l(fā)ever”. Because it means benefit China in Chinese, the translated brand name attracted many local customers once it was introduced into China. And it turns out that the product sells pretty well in China. Another famous example is the translation of the brand name “Goldlion”. In English, “Goldlion 濟(jì)寧學(xué)院畢業(yè)論文 第 11 頁 共 21 頁 (Golden Lion)” is a symbol of courage, dignity and authority which is in line with Western standards for men. “Goldlion” was translated into “金獅 ” directly based on its original meaning. However, it was found out that the products was unpopular in China, because the pronunciation of 獅 shares the same pronunciation with 失 （ which means lose） in Chinese. From Chinese customers’ view, the translated Chinese brand name would arouse negative associations and be supposed to bring bad luck. So it was changed into “金利來 ” . 利來 is the transliteration of lion, and it implicates that it can bring large profits to its owner in Chinese ( 利 means profit and 來means e respectively in Chinese). The latter translation was proved to be a big success, as the product has been sold very well since then. “ Mickey Mouse(米老鼠 )” , coffee “Starbuck(星巴克 )” and puter control devices “Logitech(羅技 )” are all successful examples of translation method using the bination of literal translation and transliteration Free Translation Free translation means translating freely, not being dragged with the original brand name. The shampoo “Rejoice” has the meaning of happy and joy, but as a brand name, it might be a little difficult for Chinese to accept it. Instead, being translated as “飄柔 ” , people can instantly associate with the picture that after using it, the hair became soft and beautiful. The potential customers of this product are mainly female. By this name, it sounds like their dream for hair will became true. Now, “Rejoice” is a pretty wellknown brand name, having a high reputation. So does “Crest(佳潔士 )”, “Ariel(碧浪 )” and “Lenovo(聯(lián)想 )”.“7up” is a brand of beverage. A totally equivalent Chinese name couldn’t be founded. As up has the meaning of forward, so here up is extended as happiness. “七喜 ” is choosed to be its Chinese name. “Mitsubishi(三菱 )” is a Japanese automobile whose logo is made of three diamond. So it is translated into “三菱 ” that means three diamond in Chinese. This translation is based on its logo which connect the brand name with its logo and easy to remember. So does the chewing gum “Wringley”. There’s an arrow pattern on the package, so it is translated into “箭牌 ”. 濟(jì)寧學(xué)院畢業(yè)論文 第 12 頁 共 21 頁 While “Ball Mall” cigarettes is translated as “順牌