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1、AStudyofBrandNameTranslationinChina1.IntroductionWiththeaccelerationofeconomicglobalizationandChina’sentryintoWTO,moreandmoreChineseproductsarebeinglaunchedintotheinternationalmarket.Consequently,translatingChinesebrandnamessuccessfullyintoEnglishhasneverbeenmo
2、reimperativeandvitalthantoday.ThetranslationofChinesebrandnamesisakindofinterculturalcommunication.Itinvolvessuchfactorsaslinguisticlaws,culturalpsychology,andaestheticvalues.Asuccessfultranslationofthebrandnameshouldnotonlytransfertheinformationconcerningtheco
3、mmodityorservice,butalsotransferitsculturalsignificancetotheaudienceinthetargetculture.Thisappliesparticularlytoculture-loadedbrandnamesthathavedifferentmentalassociationsindifferentcultures.Accordingtotheprincipleoffunctionalequivalence,thetranslatedbrandnames
4、shouldachieveaperfectlinguisticunityamongsound,formandmeaning.Thispaper,takingNida'sfunctionalequivalenceasitsframework,attemptstostudytheproblemsthatareoftenencounteredintranslatingbrandnamesintoEnglishandsuggestwaystosolvethem.2.BrandnamesandthetranslationBra
5、ndname,anessentialcomponentofadvertising,isthepartofabrandthatcanbevocalized.Itis“anamegivenbyaproducertoaparticularproduct,bywhichitmayberecognizedfromamongalikeproductsmadebyotherproducers.”(LongmanContemporaryEnglish-ChineseDictionaryEnglish,1988)Aimingtobui
6、ld,reinforce,and/orrepositionconsumers’perceptionofacertainbrand,brandnameshavethefollowingfourfunctions:distinguishingproducts,providinginformation,ensuringguaranteeandstimulatingconsumption.Inordertobuildupagoodimageinthemarketandarousefavorableassociationsas
7、wellaspurchasingdesireinthemindsoftheconsumers,brandnamesshouldhavethefollowingmajorcharacteristics:shortinlengthandsweetness,sonorousanddistinct,elegantandapt,originalandnovel.Translationisamorecomplexcommunicationthanthatwithinasinglelanguagebecauseitinvolves
8、twolanguages.(Jin&Nida,1984:31)Giventheuniquenessofbrandnamestranslation,thetranslatormustbefullyawareoftheculturalawareness,aestheticstandards,andconsumptionmodesofbothSLan
