On Translation of Foreign Brand Names

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1、OnTranslationofForeignBrandNamesAbstract（摘要）:Thispaper,inthefirstpart,introducesbrieflythegeneralknowledgeofcommodity（商品）brandnamesanditsimpactonproducts.Asstatedinthetitle,thispaperthenmainlydealswiththetranslationofforeignbrandnamesinthesecondpart.Inthefinalpart,onthebasisoftheanalysis,this

2、papernaturallydrawsaconclusionconcerningthecross-culturaldifferencesinthetranslationofforeignbrandnames.Keywords:brand,translation,cross-cultureI.Introduction--BrandNameandItsTranslationBrandnamesarejustlikepeople’snames,servingasthesymbol（象征；符號，標志）ofthecommodity.“Brandingmakesaproductdistinc

3、tiveinthemarketplace,justasyournamemakesyouuniqueinthesocietyinwhichyoulive.”(Wells,BurnettandMoriarty89)Foronespecific（具體的）product,itsbrandnameisofgreatimportance.Whenvariouskindsofcommoditiesgoglobal,theirnamestravelwiththemaswell.Asthetradeofcommoditiesexpands,brandnamesofcertainproductsha

4、vebecomeveryfamousandsomesuccessfulonesgradually（逐漸地）getrecognizedbythewholeworld.ForChina,nowadays,developmentofitseconomyinrecentyearsfurtherstimulated（）thetradebetweenChinaandothercountries,whichbringsthegrowthofimported（進口，輸入）foreigncommodities.Foreignbrandnames,nomatterhowmuchfame（名聲，聲譽，

5、名望）theyenjoyglobally,willbedifficultforChineseconsumerstoacceptiftheydon’thaveimpressive（給人深刻印象的）translationsintoChinese.AsstatedbyanAmericanscholar（學者）,“…agoodtranslationofabrandnamecanbringmillionsofdollars’differenceintheproduct’ssellsrecord.”(qtd.inBaoHuinan,273)Itcannotbedenied（否認）thatse

6、llsrecordsandprofitsareimportantforthemanufacturer（制造商）.However,amoreimportantsignificanceforagoodbrandnametranslationliesinthefactthatthenameoftheproductisconducivetothepromotingoftheproduct,theenhancing（提高，增加，加強）ofitsfameandcompetitivenessaswellasthecrackingdownofthecounterfeits.Summingup,i

7、tisobviousthattranslationofforeignbrandnamesworthfurtherstudyingforitisnotonlytheoriginalbrandnamethatmattersbutalsoitstranslation.II.TranslationofForeignBrandNames--ProblemandSolutionThispartofthepaperwillfirstexplorethereasonwhyweneedtopaya