2024年4月2日发(作者：)

浅谈品牌翻译

ON TRANSLATION OF BRAND NAMES

浅谈品牌翻译

A thesis paper submitted in partial fulfillment of the

requirements

For the degree of

Bachelor of Arts in English

ABSTRACT

The 21st century is the age of economic globalization. The

export and import of domestic and overseas products become

much more frequent. Therefore the translation of brand names

shows its great importance in helping the transnational

companies to open new markets on foreign lands. A successful

version will, to a large extent, improve the brand image among

customers. Though many companies have realized the

significance of brand name translation, some problems still exist

today like abusing pinyin, over-complexity and neglecting

cultural association. To avoid these mistakes, translators are

required to get familiar with the basic theories in translating

brand names. Generally speaking, there hasn’t been systematic

study on translation of brand names. But some scholars like Nida

and Newmark have ever established their theories in this area.

On the basis of their theories, some main translating methods are

introduced in this article. They are transliteration, literal

translation, free translation, combining transliteration and free

translation, and transference. All of them have their own

advantages and disadvantages, so translators should make

cautious use of them when translating brand names. To reflect

the best effect of advertising, the translation should stick to

principles of concision, equivalence and association. At last, the

conclusion is reached that the standard of how good the

translation is lies in how successfully the version achieves the

advertising function. So with the purpose of attracting customers,

translators should produce the most suitable versions by

studying customers’ psychology and aesthetic appreciation.

Key Words: Globalization, functionalism, problems, practical

translation, equivalence

摘要

二十一世纪是全球经济一体化的时代，国内外商品的进出口日益

频繁。因此，对于跨国公司而言，品牌翻译在开发国外新市场上起着

举足轻重的作用。而一个成功的翻译可以在很大程度上帮助公司提升

其在消费者心目中的品牌形象。虽然许多公司已经意识到了品牌翻译

的重要性，但是如今的品牌翻译还是存在着很多问题，比如说过分依

赖拼音翻译，过于复杂拗口以及忽略文化联想。为了避免出现这些错

误，译者因当先熟悉一些基础的翻译理论。总体而言，迄今为止还未

有针对品牌翻译的系统研究。但一些象奈达和纽马克的学者曾提出过

相关的理论。从而在他们的理论基础上，本文将介绍五种主要的品牌

翻译方法。这些方法有其各自的优势与缺点，所以译者因当谨慎选择

适当的翻译方法。而为了充分发挥品牌的广告效应，译文应当遵循简

洁，等价以及联想。最后得出结论，品牌翻译优劣取决于译文是否充

分发挥了品牌的广告功能。因此，本着吸引顾客的目的，译者应当通

过研究顾客的心理与审美来制定最佳的译本。

关键词：全球一体化，问题,功能论，实用翻译，等价

TABLE OF CONTENTS

1. Introduction (1)

2. The Existing Problems in Translation of Brand Names (1)

2.1 Excessive Dependence on Pinyin (1)

2.2 Over-complexity (2)

2.3 Neglecting Cultural Association (2)