On Brand Name Translation from the Perspective of Dynamic Equivalent

Abstract

   In this paper, the author states that translation of brand names should cross the cultural boundary of the target language and conform to people’ s aesthetic psychology. Based on the principle of the functional equivalence and the ad features, the author tries to point out what should be paid attention to when translating brand names and summarize the translating methods of brand names.

Key Words: cultural boundary, aesthetic psychology, equivalence principle, ad features, translating methods

Content

Ⅰ、 Introduction……………………………………………………….………5

Ⅱ、Cultural influence on Trademark Translation…………………5

(一) Cultural differences affect the quality of translating brand names……………………….5

    (二) The cultural divergences will cause the different understanding of language………………………5

Ⅲ、Principles for translating brand names………………………………….6

Brand name translation should follow the Principle of Equivalence…………

   （二）.Problems existed in the translation of our country‘s slogan..................  

 IV、.Brand name translation should take the features of ad into consideration..........

   （一）To convey the message of products………………………….7

   （二）To arouse favorable associations…………………………………8

V、Methods for brand name translation…………………………………………………..8

  （一）Transliteration……………………………………..8

   （二）Literal translation…………………………………8

（三）Free translation………………………………9

（四）A combined translation of sound and meaning.............9

VI、Conclusion ……………………………………………………………….9

VII、References………………………………………………………………10