英语翻译TheTranslationofBrandNamesAbstracts:China'sentryintotheWTOandtheconsequentliberalizationofcommerceanddistributionhavedramaticallyincreasedcompetitionontheChinesemarket.Tofacethenewchallenge,bothdomesticandfo

　　英语翻译

　　TheTranslationofBrandNames

　　Abstracts:China'sentryintotheWTOandtheconsequentliberalizationofcommerceanddistributionhavedramaticallyincreasedcompetitionontheChinesemarket.Tofacethenewchallenge,bothdomesticandforeigncompaniesneedtobuildtheirbrandnamesandreinforcelinkswiththeirclientsinthatbrandnamesareanimportantpartoftheproductsinadvertisement,thefirstthingaboutaproductthepotentialbuyersrememberisperhapsitsbrandname.Thisarticletriestosurveyonthetranslationofthebrandnamesoftheexportproductsbydomesticcompaniesfromtwoaspects:theprinciplesandthemethods.

　　IfChineseproductswanttoparticipateintheinternationalmarket,andcompetewiththeforeigngoods,besideshighquality,reasonableprice,elegantpackage,abrandnamewithdistinguished

　　characteristicandthatcaneasilyarisepeople'sdesireforpurchaseseemstobeveryimportant.Andhereareseveralprinciplesandwaysfortranslatingthebrandnamesoftheexportproducts.

　　1ThePrinciplesforTranslatingtheBrandNamesofExportProducts.

　　1.1Thetranslatedbrandnamesshouldrespectthenationalfeelings,andconveypleasantassociations.

　　Differentnationshavedifferentcustomsandcultures,sopeopleindifferentcountriesinevitablyhavedifferentvalueconceptandconsumepsychology.Asweknow,manybrandnamesareneutralorpositiveinmeaninginChineseculturebutmeanwhilepejorativeinEnglishculture.“白象牌电池”,“蝙蝠牌电扇”arewellcitedexamples.InEnglishwhiteelephantisoftenusedmetaphoricallytorefertosomething"useless,seldomused,ortoocostlytobeworthmaintaining”.Batsareassociatedwithblindnessandmadness,asshownbytheidiomaticexpressions"asblindasabat"and"tohavebatsinthebelfry"(tobecrazyoreccentric).Moreover,batsarealsoassociatedwithbloodsuckinginWesterncultures.Inlegendsandfairytalespopularinwesterncountries,

　　batsaredescribedascapriciousandwickedcreatures.“龙”isalegendarycreature,havingpositiveassociationsinChineseculture.ItoccursinmanyChinesebrandnames.However,dragoninEnglishisoftenusedmetaphoricallytorefertoaformidablyfierce,cruelperson,especia