Abstract
With the globalization of economy and increasing exchanges of international trade, a growing number of multinational corporations turn their strategic attention to China, the largest market in the world. In order to get an advantageous position in the market, they have made all types of localized strategies and have realized that a good brand name translation plays a very important role in attracting consumers and succeeding in the fierce competition. Localization of brand name translation has become a kind of economic tendency. However, what are factors that impact brand name translation? Or how can brand names be translated so as to be widely accepted by consumers in the local market? These questions have been the subject of study and research both in translation and marketing for nearly two decades.
Guided by the theories of Linguistic Adaptation，英语论文，英语论文，domestication and foreginization, this thesis mainly discusses the factors that influence the localization of brand name translation and explores brand name translation methods. The thesis consists of five parts. The first part introduces the localization tendency, localization and significance of brand name translation; The second introduces basic knowledge of brand, including its definition, features and reviews studies of brand name translation and localization and relevant translation theories; The third part uses examples to analyze factors that impact localization of brand name translation, including local language features and aesthetic habits, local culture, values and customs and local consumers’ purchasing psychology. The fourth employs foreignizaiton and domestication theory to probe brand name translation methods, including literal translation, transliteration, and sound-meaning combined translation. The last part concludes the whole thesis with factors impacting localization of brand name translation and translation methods.
The result of this thesis will be a supplement to the study of brand name translation and will act as a reference to multinational corporations in the translation of their brand names and making marketing strategies.
Key words: localization, brand name translation , Linguistic Adaptation Theory, domestication and foreignization, |
