1. 研究目的与意义

With the highly developing of commodity economy and international trade, we are now in an age of globalization, when business around the world spare no effort to market their products or services in the world marketplace and to build their brand images on a global basis. In a competitive market, the brand name of a product is one of the key factors for a company to achieve success. At the same time, the translation of brand names becomes increasingly important and influential in the economic life. The translation of brand names is not only a simple language conversion, but also a bridge between Chinese and Western, linking culture, business, and goods with consumers closely, so a correct translation of brand names becomes more and more important. And because of the perspective of cultural differences between China and Western countries, there are varied rules and methods of the translation of brand names. So, I choose this topic to do my research.

2. 研究内容和预期目标

a brand name is a kind of special language symbol, which concentrates on significant features of the product. it is a core part of commodity culture, and a powerful weapon of the enterprises to participate in international competition. when the product takes the international route, accurate translation of brand name is undoubtedly a golden key to the door of the international market.

trademarks in different countries often reflect different cultural connotations. therefore, a trademark can be loved in its own country, when it is translated into foreign languages, it will not be necessarily loved by other countries. because of the cultural differences between china and western countries, there are different rules and methods to translate brand names. and the paper will focus on this topic.

because of the cultural differences such as religious faith, racial system, economic development level, different ways of thinking and different value, there will be many different situations in translation. so, how to translate these brand names more collectively and briefly is a key problem.

3. 国内外研究现状

in recent years, great achievements have been made by scholars both at home and abroad in the studies of translation of brand names.

some scholars, on the basis of understanding of brand names,highlight the phenomenon of cultural differences in translation of brand names, and list some examples of failure in translation which ignore cultural differences. then they briefly summarize some principles to be followed in the translation of brand names and list some methods of translation to avoid cultural conflicts, including transliteration, paraphrase, combined translation and so on. for example, cultural differences and mistakes in translation of trade marks written by jianglei. according to different kinds of translation of brand names and some principles of translation, he put forward the principles which should be followed and the methods of translation in detail.

the other scholars address the principle and method of the translation of trademarks. they also point out that successful model of translating lies in catering for the target market aesthetic interest, reflecting its traditional culture value, taking in its culture essence and following its culture fashion. they aim at achieving a better understanding of the translation of brand name process and helping to overcome the cultural barriers to successful translations of brand names. such as culture and translating written by jacqueline kama-mai. according to culture perspective in translating brand names, she put forward that translation should adapt to different cultures and values, politics and history , geographical location, religious elements and allusions,age, sex, and race, etc.

4. 计划与进度安排

1 introduction

2 significance of brand names

2.1 definitions of brand names

5. 参考文献

[1chen bin. translation principle of advertisement and emotional transmission[j]. journal of hubei institute for nationalities, 2003(1).

[2]hatim, basil. communication across cultures: translation theory and contrastive test linguistics[m]. university of exeter press, 1997.

[3]jianglei. cultural differences and mistakes in translation of trade marks[m]. china science and technology translation, 2012.