Abstract: Nowadays, as an applied language, brands develop fast. They directly influence people’s daily life in many aspects. With the development of global economy and the social progress, that influence will become much stronger. Brand names generally contain specific meanings of a particular culture. Therefore, the translation of brand names is different from the translation of some ordinary writings. The receptors of the brand names in the target language should respond to them in substantially the same manner as the receptors in the source language. Thus, we can’t translate brands literally, regardless of some cultural elements such as customs, religious beliefs, languages, etc. Otherwise, it is not good for products entering the overseas market. This paper attempts to make a study on the basic requirements of brand translation and some culture elements of brands, and then, make an analysis of the cultural barriers in translating brands under the principle of equivalence and skopos theory. Also, this paper puts forward some strategies on how to overcome the cultural barriers in brand translation so as to achieve better semantic and pragmatic equivalence effect. |
