【正文】 In the English culture, logical thinking emphasizes noncontradiction and rows of neutral, which a thing is either good, or bad. either right, or wrong. These differences reflected in the language have formed parataxis China and hypotaxis in British. For instance , one kind of perfumed soap for bath is named “蜜蜂 ” (“Mifeng”) in Chinese . Maybe the producer wants to tell the consumers that soap is perfumed and consists of many spices , which are gotten with the bees’ help of collecting them from millions of flowers . But this implication is beyond the understanding of the English people. English speakers don’t like this name , because they think that on the body of the bee there are many invisible fine hairs and that may make them feel unfortable . So few are willing to buy this soap. And “蝙蝠 ” (“Bianfu” ) is a symbol of luck and happiness. It is popular with the Chinese people , for “蝠 ” (“ fu ”) and “福 ”(happiness) are homonymy in Chinese. “蝙蝠 ” is a good brand for the product such as glasses. However, things are different in English. Then what would English speakers think ? They think that the “ Bat ” is a blind ugly and fierce animal which flies only at night , and doesn’t dare to turn up in the daylight . In the west , bat stands for death , and if a bat es into your house by accident, that may be an ill omen for you . And the English people usually pare an old bat to an old blind and ugly woman . Therefore , how can the western people wear the “ Bat ” glasses with this thought ? Differences in Aesthetic Concepts and Values As Nida EA pointed out: “For a real success in translation, familiar with two The Translation of Brand Names in Chinese and Western Cultures 5 cultures is even more important than the mastery of two languages , because the word has meaning only in its role in the cultural context.” So, the translation must meet the acceptance requirements of the target language culture, in line with the cultural context of the audience expression, consistent with its aesthetic psychology. Many brand names translation in foreign products is bined with Chinese culture and Chinese language, not only meet the Chinese people mental habits but also has the taste of oriental Chinese culture. Such as, CocaCola, translation “可口可樂(lè) ”, conveys delicious in addition to the transliteration and meaning happy after drinking. Swedish mobile phone brand “Ericson” translation“愛(ài)立信 ”, a simple and neat, and a content of “genuine and credibility”. Optical mark “Bush amp。s impression on goods. So given some kind of fable, or express or implied, the trademark represent the function of products can inspired people39。 Shoulders, it means “hair and shoulder”, wanted to express you have clean hair and dandruff will not appear on the shoulder after use this shampoo. The translation of “海飛絲 ” is highlights no dandruff after washed, playing the most features of the product. Symbolic Function Brand names should also have a certain ideological and symbolic meaning, easy to make association and more aroused people39。 G39。s name, can not see the product39。s perceptions more directly and more easily impressed. Some people use names as a trademark, some people name of product characteristics, some people named after the consumer plex, and you can also use the bination of numbers. Therefore, we should be better reflect the product39。并就此 簡(jiǎn)要地歸納一些商標(biāo)翻譯中應(yīng)遵 循的原 則 及 擬出一些避免文化沖突的商標(biāo)翻譯方法 ,包括音譯法、意譯法、音意結(jié)合法等。所以一個(gè)成功的商標(biāo)譯名對(duì)開拓國(guó)際市場(chǎng)、創(chuàng)造企業(yè)財(cái)富起著不可忽視的作用。商標(biāo)的翻譯符合符號(hào)學(xué)的翻譯觀 ,是由解碼到編碼的過(guò)程 。 translation principle。 The Translation of Brand Names in Chinese and Western Cultures 商標(biāo)在中西 文化中的翻譯 Submitted by Li Min Student number 0869020593 Supervised by Huang Yanqun School of Intercultural Studies Jiangxi Normal University April, 2021 Contents Introduction……………………………………………………………… 1 1 Significance of Brand Names…………… ....…… ...………………… 1 Definition of Brand Names………………………… … ...…………… 1 Functions of Brand Names……… ..………………… … ..…… ...…… 2 Informative Function…………… ...……………… …… ...……… ..2 Unique Function………… .……………………… …… ..………… 2 Symbolic Function……………………………… …… ..………… .3 2 Cultural Diffenrences between Countries………… ………… .……… 3 Differences in the Ways of Thinking.………………………… .…… ..4 Differences in Aesthetic Concepts and Values……………………… .4 Differences in Cultural Taboos…………………………………… .....5 3 Principles of Brand Names Translation………… ..… .………… .....… .6 Beneficial Association…… ..…………………………… ..…… … .....6 Aesthetic…………… ..…………………………… .………… … ...… 6 Functional Equivalence…………………………………… … ...…… 7 4 Methods of Brand Names Translation………………… ..… .………… 7 Transliteration Method……………………………………… … …… 8 Paraphrase Method…………………………………………… .… … .9 Combined Translation……………………………………………… .9 Other Methods…………………………………… …… ....…… ...…10 Conclusion………………………………………………………… … … 11 Bibliography…………………………………………………… … …… .12 The Translation of Brand Names in Chinese and Western Cultures Abstract: The brand name is a kind of special language symbol, which is concentrated on significant feature of the product. It is a core part of modity culture, and a powerful weapon of the enterprises to participate in international petition. Brand names translation is the same as the concept of semiotic translation, a processing from decoded to the encoded. But the brand names translation is not just a simple language conversion, which is the transplantation of two cultures, as a bridge between the East and West, linking culture, business, and goods with consumers closely. Therefore, a successful translation of brand names play a significant role to open up international markets,to create corporate wealth. This pape