Abstract：During the exchanges of international economy and trade, many English brand names have entered into Chinese market, which leads to the research of strategies of translating English and Chinese brand names. The brand name is used to convey the product information to consumers so that they can know the product characteristics clearly and have deep impression, then arouse their desire of purchase. As it is the product image, how to translate the brand name plays a decisive role.

Previous studies on English brand names translation have been carried out from the perspectives of Skopostheory, Functional Equivalence and Relevance Theory, but few from the perspective of Memetics. This thesis studies the strategies of English brand name translation based on Memetics, and expounds that the brand name translation should follow the principles of accuracy, understandability and conciseness. In addition, the translators can use the strategies of literal translation, transliteration and liberal translation when translating English brand names so as to ensure effective replication and transmission of strong brand name memes. The research plays an important role in the principle line of English brand name translation.

Keywords:   brand name translation  meme  principles  strategies

Contents

Abstract

中文摘要

Chapter One Introduction-1

1.1 Introduction to Brand Names-1

1.2 Significance of Brand Name Translation-1

1.3 Reasons for the Present Research-1

1.4 Structures of the Thesis-2

Chapter Two Literature Review-3

2.1 Perspective of Skopostheory-3

2.2 Perspective of Functional Equivalence-3

2.3 Perspective of Relevance Theory-4

Chapter Three Theoretical Framework: Meme-6

3.1 Definition of Meme-6

3.2 Classification of Meme-6

3.2.1 Genotype Meme and Phenotype Meme-6

3.2 .2 Weak Meme and Strong Meme-6

3.3 Four stages of Meme Replication-7

Chapter Four Strategies of Translating English Brand Names-8

4.1 Principles of English Brand Name Translation-8

4.1.1 Accuracy-8

4.1.2 Understandability-8

4.1.3 Conciseness-9

4.2 Strategies of Translating English Brand Names-9

4.2.1 Literal Translation-9

4.2.2 Transliteration-10

4.2.3 Liberal Translation-11

Chapter Five Conclusion-13

References-14