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- 论英汉习语翻译中文化差异的处理 作者:涂沙丽, 期刊 理论界THEORY CIRCLE 2004年 第03期
- 略论解决词语翻译中文化差异问题的策略 作者:卞建华, 会议 2002烟台全国翻译学辞典暨译学理论研讨会2002烟台全国翻译学辞典暨译学理论研讨会论文集 2002年
On the Chinese Translation of Brand Names in English
1. Introduction
The human society has entered the 21st century. The international trade is developing fast. The national boundary concept desalinates gradually, when the scale of the commercial cooperation and the commodity import and export expand unceasingly. Import and export product in foreign land whether can develop the market and seize the market successfully; the brand name translation is playing the pivotal role, besides medium advertisement. The commodity brand name is similar to human's name. The translated brand name is the second name of commodity in other country, its importance is self-evident.
With increasing globalization of the world economy, advertisements come to play a more and more important role for manufacturers to promote their products in the world market. As we all know, good brand names are the best advertisements for commodities. An effective brand name can promote the brand development process and enhance the perceived value of a product. Consequently, the enterprises concentrate on designing and explore the fancy brand name, which will be boosting sales and profits.
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