0307081023张家豪[开题报告]2012-03-02.doc

本 科 毕 业 论 文（设 计）开 题 报 告题 目： 浅析商标名翻译 学 院： 英语学院 专 业： 英语 班 级： 英语0810班 学 号： 0307081023 学生姓名： 张家豪 指导教师： 王昆芳 开题日期： 2011年12月9日 1 Purpose and Significance With the highly developing of commodity economy and international trade, the translation of brand name becomes increasingly important and influential in the economic life. In competitive market, the brand name of a commodity is one of the key factors for a company to achieve success. A successful brand plays a noticeable role in developing the international market and creating the enterprise wealth. As one kind of cultural phenomenon, Chinese and English brands, which widely exist in our daily life, plays a significant role in the public awareness of the enterprise commodity, the sales promotion, and especially, it connects the eastern and the western culture. The brand names are product of commodity economy. It has indispensable effects on expanding the market, stimulating consumption, creating business wealth and so on. With the development of Chinese economy and the process of the globalization, we associate with other countries all over the world frequently. The translation of brand names becomes more and more important in the fierce international market when the brand names as a symbol of product. The brand names play an important role in the market. So I prepare for the essay “Brief Discussion of Brand Name Translation”. A good translation of brand names will attract many consumers. The Skopos Theory, which views translation as a kind of purposeful communication, holds that translation process should make the translation text reach the predict function in the target culture. Because of the purpose of a brand, the translation should reach the predict function of it. So the Skopos Theory would bring effects on brand name translation.The trend of globalization and Chinas entry into the WTO has dramatically increased the competition for Chinese businesses. The translation of brand name, a once neglected topic in the translation studies in China, has been more and more important in world since the great improvement has been achieved. We have already known the importance of the brand names translation in the market. But how to translate the Chinese brand names into foreign one and how to translate in contrary. We should consider many factors, such as we have different thinking patterns, different social values, and different ethnic and so on. In translation of brand names, we should also use many principles and methods. So in order to translate a good brand name, we should know the different culture of each other. After we graduated, we may find a job in a foreign trade corporation, learn the methods of brand names translation, we could translate a good brand name for our company.Writing this paper is one test of my results in the school. It improves my writing skill. In the process of writing this paper, I research much relevant information. So I learn much about brand name translation. Writing paper is a kind of academic exchange, I research other peoples paper and others also research my paper. We make progress in the academic exchange. Writing paper has practical significance. It is conducive to update conception. Through writing paper, we constantly absorb advanced ideas, promote self-improvement. It is conducive to extensive experience. We organize this scattered information and it makes us learn knowledge systematic. It is conducive to promote the development of thinking skills. Through writing paper, we practice our thinking accuracy and rationality. It is conducive to stimulate the progress of entrepreneurial spirit. It is very hard to write paper. In the process of writing we overcome difficulties and conscientiously study. 2 Main Content and Major Issues to be SolvedWe are in an age of globalization, when businesses around the world spare no effort to market their products and services into the world market place and to build their brand images on a global basis. Before products entering into the world market, developing the right international brand names has become a very successful move into a foreign market. Brand names are an important content of brand image. A good brand name is the top priority of building the international brand image. Translation of brand names is not only a kind of language activity, but also a kind of thinking activity. After analyzing the characteristics of brand names, we should pay attention to the brands information value, culture value, aesthetic value and commercial value. So we should know the principles and methods of brand names translation. We should also know the effects of culture differences on brand names translation. In the first part, I describe the theoretical framework adopted in the thesis such as the skopos theory proposed by German functionalist, Han J. Vermeer. Translating as a purposeful activity, the idea put forward by functionalists, focuses on the function of translation. It is represented by Vermeers Skopos theory, or the theory of Skopo applied to translation. Throughout the history of translation in which the priority of translation was usually put on the source text by various theories, in contract, Skopos theory marks a watershed by shifting its attention to the target text. The application of Skopos theory to brand name translation is important because it holds that methods or strategies should be determined by the intended purpose of the target text. The Skopos Theory, which views translation as a kind of purposeful communication, holds that translation process should make the translation text reach the predict function in the target culture. Because of the purpose of a brand, the translation should reach the predict function of it. So the Skopos Theory would bring effects on brand name translation. There are three rules containing the Skopos rule, the coherence rule and the fidelity rule. The Skopos rule emphasizes that all acts of translation determined by the purpose of the act. The coherence rule refers to the translation has readability and acceptability, consistent with the readers communicative situation, so readers can understand. The fidelity rule refers the translation should both to be faithful to the original article and faithful to the reader and the translation initiator, in order to achieve a balance. The Skopos theory rule is the highest rule of all translation, and the realization of all these rules must follow the translation of communicative process. As an applied translation, brand name translation has its own complexity and peculiarity. The complexity attributes to the fact the brand name translation is cross-disciplinary, which needs to be studied from multiple perspectives. Skopos theory provides a theoretical guidance for the translator to cope with the complex situations in brand name translation. As a purpose-oriented process, brand name translation has good grounds to take Skopos theory as the guiding theory for its purpose of promoting the commodity.In the second part, I describe the principles of brand names translation. There are many principles in brand name translation. It is not easy for us to translate the brand names. When we translate a brand name, we should consider the effects that the brand creates in the market. The brand names must reflect its advertising nature. The translated brand name must conform to the products nature and the characteristic. At the same time, the translated name should conform to the commodity characteristic, brief novel, the pronunciation is sweet. So the translation of brand names must attract the customers eyeballs and embody the products high quality and function. The inductive principle is also important. The purpose of brand names is having a good sell. So it must have an attractive name. Only have an attractive name will customer buy their goods. Whether a brand name is good or not, aesthetic principle is a critical standard. The inductive principle will make you pay attention to the commodity and have the purchase desire. The brand with inductive principle plays a pivotal role in trade. There are many kinds of aesthetics, such as the beautiful phonology or artistic conception. Products cannot sell well in market without an aesthetic brand even its quality is good. This requests the interpreter consider the culture and the historical perspective fully. Equivalence is the core in the west translation theory. The principle of equivalence is suit for brand name translation best in all translation theorized. When we translate a brand to target text, its name may be complex but we can make it simple with equivalent principle. All entrepreneurs hope their products can sell well in the international markets. So the brand name translation must observe the international standard. Our Chinese brand often offer to the commodity nature, the quality, the function and so no. But it is forbidden in general country. So the brand name observes the international standard is also very important.In the third part, I want tell you some methods of brand name translation. What kind of method do you use in brand name translation? There are many kinds of methods. “Brand name means business.” Brand name concerns image, credit, and actual strength and a series of significant elements of enterprise. When the designers design the brand name, product and manufactory, they want to produce vivid and unique brand name which in order to give consumers deep impression and win in the fierce market competition. Chinese Pinyin is the form of Latin words and the sound, meaning of Chinese. It is popular in Chinese brand name words. But when we use this method we should ensure it has no sense itself in English, because it may have a terrible meaning in English. Paraphrase is popular that brand names of company and commodity are translated into English according to their sense in daily life. It based on the meaning of the original brand name and find appropriate and natural word in translation to accurately convey the information to be provided by original brand. The paraphrase is generally suitable for naming common words. We translate brand name by paraphrase, so it may be have a company with same brand name in abroad. In order to avoid this problem, we need re-consideration. Maybe we can register another English brand name. Another method of brand name translation is also popular. It is called transliteration. It is based on the original brand and find similar translation in pronunciation, mainly applies to the personal names, place names and some proper nouns. These names may not find the words in target language or have translation difficulties or the translated name is not better than formerly known as. We can adopt or create English word which the tones are near to the Chinese words to translate brand name. These English words are very particular because they not only have the approximate tone of Chinese, but also meaning of itself. Sometime we need combine the paraphrase with transliteration. It is more difficult than paraphrase or transliteration. It requires not only similar pronunciation but also meaning as much as possible to reflect certain characteristics of the commodity. In our daily life, we often see some brand names are using English words but the words have no meaning. We can use mechanics, spelling wrongly on purpose and adding prefix or suffix to create many new words according to the specialty of English. Then adopt these words to translate brand name and express the distinction of the product.In the fourth part, I will tell some cultural differences on brand name translation. The translation of brand name is a phenomenon of intercultural communication. The translation of brand name brings foreign culture into our life and we can understand easy through the brand name. In eastern and western cultures, there is different cultural system of the nations, which were formed by different ethnic origins, natural environments, religious beliefs and the level of economic development. A brand name that is favored by people in one culture may not be liked or even be a taboo in another culture. Without the knowledge of cultural differences of the source and the target language, the translation of brand name might be failure in the sales or even damage to the enterprise. Language is a cultural phenomenon and cultural carrier. The cultural differences will lead to the different cultural connotation. Especially the cultural differences reflect different national culture characteristics. Because of the different national geographic, customs, religious, value concept and so on, people express the same concept with their own culture may generate additional lexical with different association of significance. When we translate a brand name, we should pay attention to the different cultural background, language habits and the way of thinking. And some Chinese companies translate their brand into English without learning the western culture background, it directly affect the products image and sales, even though it is the famous domestic brand name. As a result, the interpreter must be extremely careful to avoid culture crash so that the brand name can achieve its purpose in sales.When I begin to write this paper, I do not know where to start. The large number of bibliography makes me confused. I start to filter the bibliography that I need. After me reading the bibliography I find some important information that can be used in my paper. But I still do not know how to begin my paper because I do not know the form of paper. My instructor sent the sample to us to teach us how to write. The paper is a big project and I cannot finish it in a short period of time. After reading the bibliography repeatedly, I complete my paper step by step. The layout is also a big problem. I am not good at operating Microsoft Word so I ask my classmates to help me. After solving these problems, my paper finally completed.3 Research Approach In our school, we all use literature research method. Literature research method is defined as “those records knowledge of all carrier has been published or not yet published but have been consolidated or reported”. All carriers” including paper printed books, periodicals, dissertations, scientific reports, files and other common paper printed matter, also including a variety of materials with physical form. Proposed topics, study design, collect lite