Abstract:The appropriate English translation of Chinese shop name is important to attract foreign consumers, raise income and spread Chinese culture. However, there are many problems in today’s C-E translation of shop names. By carrying out a research in Nanjing, the thesis finds out typical features, some problems and causes in the C-E translation of shop names in Nanjing. In the end, it puts the four principles into practice to help solve the problems. By revising some translations, it makes suggestions on how to produce better C-E translation of shop names. 

Key words: shop names; four principles; application; improvement

CONTENTS

Abstract

中文摘要

1. Introduction.1

2. Principles in Translating Chinese Shop Names.2

2.1 Correct and Idiomatic

2.2 Concise and Easy to Remember

2.3 Rich in Necessary Information Value

2.4 Abounding in Commercial Value 

3. A Study on C-E Translation of Shop Names in Nanjing.3

3.1 Features of English Translation of Shop Names in Nanjing 

3.2 Problems in the Translation of the Shop Names in Nanjing

3.2.1 Not Standardized Translation

3.2.2 Too Wordy Translation

3.2.3 Lack of Information Value

3.2.4 Lack of Commercial Value

3.3 Causes of the Problems

4. The Application of Principles in Translation of Shop Names in Nanjing7

4.1 Ensuring the Correctness and the Idiomaticity

4.2 Making the Translation Concise and Easy to Remember

4.3 Containing Necessary Information Value 

4.4 Enriching Commercial Value 

5. Conclusion.13

Bibliography

Acknowledgements