On Translation of Brand Names into Chinese【毕业论文】

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1、（20__届）本科毕业设计英语OnTranslationofBrandNamesintoChinese内容摘要随着中国经济的发展，越来越多的外国商品竞相进入中国，期望能分得一碗羹。可是，这并不是意见容易的事。很多商品虽然质量上乘，在国外也是享有盛名，生产厂家个个喜上眉梢，可是等他们满怀憧憬，意图侵占中国市场，赚取可观利润的时候，却是遇到了相当大的阻碍。有的外商不仅未赚取分毫，甚至弄得倾家荡产，落魄而归。我认为问题的症结往往在于缺少一个贴切的中文译名。其实，中文译名的威力实在是不容小觑。而怎么样获得一个完美的中文名是值得探讨的。我们翻

2、译外国商品名的时候，就需要把握三个规则和三种方法。三条规则，即符合中国大众口味、反应商品特征和简单易记。而三种方法为直译、音译和音意结合。本文首先探讨了英语商标翻译的重要性，以及当今中国市场内外来商品商标名翻译的问题，然后详细重点介绍上述三大规则和三种方法。关键词：商标名；三条规则；三种方法AbstractWiththerapiddevelopmentofChina’seconomy,moreandmoreforeignmanufacturerspenetratetheChinesemarketbyallmeans.Theyaree

3、agertoenjoyabigfameandmakealotofmargin.However,ifonekindofcommodityislackofoneperfectChinesebrandname,itisverydifficultforittobecomepopularinChinesemarket.TheresultofnotbeingacceptedbyChinesecustomersismaybethatthemanufacturerwillbearalotoflossandevenbecomebankruptcy.T

4、hereisnodoubtthateachforeignproducerwantstomakemuchmoneyandsharealargeportioninChinesemarket.Thentheymuststressalotonthetranslationofthebrandnamesoftheirproducts.TherearethreemainprinciplesthatshouldbeobeyedandthreemethodsshouldbemakenfulluseofwhenweneedagoodChinesebra

5、ndversion.Thethreeprinciplesareasfollows:1.CateringtothementalityofChinesecustomers;2.Relatingthebrandnametothefeaturesoftheproduct;3.Simplifyingthetranslationoftheforeignbrandnames.Thethreemethodsareliteraltranslation,transliterationandcombinationoftheabovetwomethods.

6、KeyWords:Brandname;threerules;threemethodsContentsAbstractⅡ1Introduction12Problems13Solution23.1Threeprinciples..................................................................................................23.1.1CateringtoChinesecustomers'taste......................

7、.................................23.1.2RelatingtheChinesebrandnamewiththefeaturesoftheproduct.........43.1.3SimplifyingtheChinesebrandname......................................................63.2MethodoligiesoftheTranslationofForeignBrandNames73.2.1LiteralTranslation7

8、3.2.2Transliteration83.2.3Combinationoftheabovetwomethods94Conclusion10Bibliography11Acknowledgements121IntroductionW