留学生翻译学dissertation范文：中文品牌名称翻译研究

对于学习翻译学、商务英语、国际贸易、市场营销和跨文化传播的留学生来说，中文品牌名称翻译是一个很适合写Dissertation的题目。品牌名称看起来只是几个字，但它背后涉及语言文化、消费者心理、商业传播和国际市场定位。如果翻译得好，一个品牌更容易被海外消费者记住；如果翻译不当，也可能因为文化误解影响品牌形象。

本文以 Talk on Chinese Brand Name Translation 为主题，围绕中文品牌名称在英文语境中的翻译问题展开讨论。原文主要包括三个部分：第一部分分析中西文化差异对品牌翻译的影响；第二部分提出中文品牌名称翻译应遵循的原则；第三部分介绍常见翻译方法，包括意译、音译、音意结合、谐音翻译以及其他翻译方式。

优客网 ukthesis 创立于1999年，是长期服务留学生的论文代写平台，可提供代写留学生论文、翻译学Dissertation代写、留学生Dissertation润色、商务英语论文辅导、科技Dissertation发表指导、dissertation结构优化和reference格式检查等服务。对于这类翻译学Dissertation来说，重点不是简单罗列品牌例子，而是要说明为什么这样翻译、背后有什么文化原因，以及这种翻译方式是否适合国际市场。

Abstract

A brand may be shown by a name, a word, a sign, a symbol, a design, or a combination of these elements. Brand naming itself is a strategically important issue and may influence the success or failure of a product in the market.

With the globalization of the world economy, especially after China’s entry into the World Trade Organization, more Chinese companies have realized the importance of good brand names and international brand names in promoting sales and cultivating overseas markets.

This Dissertation attempts to make a study of Chinese brand name translation. The first part discusses cultural differences between Chinese and English brand names. The second part suggests several appropriate principles to guide brand name translation. The third part provides some flexible translation methods to deal with practical problems in Chinese brand name translation.

Keywords: brand name, cultural difference, translation principles, translation methods, Chinese brand translation

Introduction

Brand name is “a name given by a producer to a particular product, by which it may be recognized from among similar products made by other producers.” In business communication, a brand name acts as a bridge between consumers and producers. It helps consumers identify products or services from one seller or one group of sellers, and also differentiates them from competitors.

A successful brand name can help a company build a long-standing place in the market. For Chinese enterprises entering the international market, brand name translation is not a small detail. It is closely related to product image, consumer memory, cultural acceptance and market competitiveness.

Therefore, the translation of Chinese brand names should not be treated as a simple word-for-word process. It should consider cultural difference, linguistic habit, target consumers’ psychology and commercial communication effect. This Dissertation will discuss the cultural factors, translation principles and main translation methods involved in Chinese brand name translation.

Part I Cultural Difference in Chinese Brand Name Translation

1.1 Cultural Difference

The oriental and the occidental live in different parts of the world. Different geographical environments create different material conditions, thinking patterns and ways of life. Therefore, Chinese and Western cultures differ in traditional habits, historical stories, political systems, economic conditions, religious beliefs and social values.

Language is a tool for expression, so differences between Chinese and English are not only differences in words, but also differences in cultural meanings. The same animal, plant, color or object may have a positive meaning in Chinese culture but a negative meaning in English culture. This is why cultural difference must be considered in Chinese brand name translation.

If translators ignore cultural difference, many unnecessary troubles may appear. A brand name that sounds beautiful in Chinese may sound strange, funny or even offensive in English. The following examples show several common culture conflicts in brand translation.

1.2 Differences in Connotation

In English, many words used as brand names contain both literal meaning and connotative meaning. The connotative meaning is often connected with culture.

For example, the Chinese brand name “金鸡” was once translated as “Golden Cock”. However, in Western culture, the word “cock” may carry an improper or embarrassing meaning. Therefore, it is better to translate it as “Golden Rooster”.

Another example is “孔雀”. In China, peacock is often a symbol of beauty and nobility. However, in English culture, “peacock” can also be used to describe a vain person who likes showing off. Similarly, “蜜蜂” is a symbol of diligence in Chinese culture, while “bee” in English may also remind people of an unpleasant insect that stings.

These examples show that brand name translation should not only look at dictionary meaning. Translators must also consider the cultural associations behind words.

1.3 Words with Negative Meanings in the Target Culture

Some Chinese brand names have positive meanings in Chinese, but negative meanings in English-speaking countries.

For example, “海燕” is often associated with strong will and bravery in Chinese culture because it fights against wind and waves. However, in English culture, “petrel” may be connected with misfortune or trouble. If translated directly, the brand image may become different from the original intention.

Another example is “芳芳”, a cosmetic brand name. If it is translated directly according to Chinese Pinyin as “Fang Fang”, it may sound uncomfortable to English speakers because “fang” refers to the long sharp tooth of a dog, wolf or poisonous snake. This meaning is obviously not suitable for a cosmetic product.

For this reason, a translator should avoid words that may produce negative imagination in the target culture.

1.4 Differences in Usage

Some direct translations fail because of idiomatic usage in English.

For example, “白象” translated as “White Elephant” may cause misunderstanding. In English, “white elephant” means something costly but useless. If a Chinese brand uses this name overseas, it may give consumers a very bad impression.

Another example is “白翎”, a pen brand made in Shanghai. It was once translated as “White Feather”. However, in English, there is an idiom “to show the white feather”, which means to show cowardice. This cultural association is not suitable for a pen brand and may damage the product image.

These examples remind us that brand name translation should not be mechanically literal. A good translator must understand both language and culture.

Part II Principles of Chinese Brand Name Translation

Because the West and the East differ in environment, religion, economic development, thought patterns, values and beliefs, Chinese brand name translation should follow certain principles.

2.1 Respect the Psychology and Culture of Foreign Customers

A translated brand name should respect the cultural habits and psychological expectations of target consumers.

For example, “喜鹊” is a bird loved by Chinese and Japanese people. In Chinese and Japanese cultures, magpie stands for good luck and happy events. However, in English-speaking countries, “magpie” may refer to a talkative or troublesome person.

The same problem appears in the translation of “海燕”. In China, it symbolizes bravery and wisdom, but in Western culture, “petrel” is not always welcome and may suggest quarrel, discontent or trouble.

Another important example is “龙”. In China, dragon is a special cultural symbol and is admired by Chinese people. It represents power, nobility and good fortune. However, in many Western stories, “dragon” is often a fire-breathing monster associated with violence, danger and evil. If a Chinese brand name uses “dragon”, the translator must carefully consider whether the target consumers will understand the Chinese cultural meaning.

2.2 Reveal Unique Chinese Culture

Brand names can also be a window through which foreign consumers understand China. Some Chinese cultural names are worth keeping because they carry strong national identity and cultural value.

For example, Great Wall is a famous symbol of China and is widely known around the world. Names such as Temple of Heaven, Emei, Maotai, Huangshan also have strong Chinese cultural features and can help build cultural recognition.

A good example is “福娃”, the mascot name that was translated directly as “Fuwa” according to pronunciation. This translation keeps the Chinese sound and is easy for foreigners to remember. It also preserves Chinese cultural color.

Therefore, not every brand name must be completely Westernized. Sometimes, keeping Chinese cultural identity can become an advantage.

2.3 Choose Brief and Rhythmical Words

A good brand name should be simple, brief, easy to pronounce and easy to remember. Consumers usually do not spend much time studying a brand name. If the name is too long or hard to pronounce, it may reduce communication effect.

For example, “娃哈哈” is translated as “Wahaha”. In Chinese, “娃哈哈” suggests children’s happiness and health. In English, “Wahaha” is rhythmical, lively and easy to remember.

Another example is “康佳”, translated as “Konka”. The pronunciation is clear and short, and it creates a pleasant sound. It is easier for foreign consumers to accept than a long literal translation.

Other examples include:

美加净 — Maxam
新科 — Shinco
飞亚达 — Fiyata
美的 — Midea
格兰仕 — Glanza
亨氏 — Heinz

These examples show that sound, rhythm and memorability are important factors in brand name translation.

Part III Main Methods for Chinese Brand Name Translation

Successful brand name translation depends on many factors. Among them, the flexible use of translation methods is especially important. In practice, common methods include liberal translation, transliteration, combination of liberal translation and transliteration, homophone translation, and other methods.

3.1 Liberal Translation

Liberal translation means translating the meaning of the original brand name while keeping its basic sense. Since Chinese and English cultures share some similarities, many brand names can be translated into English according to their meaning, especially names related to animals, plants, birds and precious objects.

For example:

熊猫 — Panda
永久 — Forever
红蜻蜓 — Red Dragonfly
梅花 — Plum Blossom
小天鹅 — Little Swan
飞鸽 — Flying Pigeon
水晶 — Crystal
金杯 — Golden Cup
王朝 — Dynasty
北极星 — Polaris
凤凰 — Phoenix
牡丹 — Peony

Liberal translation works well when the translated word has a positive or neutral meaning in the target culture. For example, “永久” translated as “Forever” can express durability and long-lasting quality, which is suitable for a bicycle brand. “王朝” translated as “Dynasty” gives people an impression of history and tradition, which is suitable for wine.

However, this method should be used carefully. If the literal meaning creates negative cultural association, translators should choose another method.

3.2 Transliteration

Transliteration refers to translating according to the pronunciation of the source language. It pays more attention to sound than literal meaning.

Common examples include:

功夫 — Gong Fu / Kung Fu
峨眉 — Emei
李宁 — Li Ning
康佳 — Konka
新科 — Shinco
乐百氏 — Robust
海尔 — Haier
朵彩 — Docare
太极 — Tai Ji
黄河 — Huang He
大宝 — Dabao
娃哈哈 — Wahaha
健力宝 — Jianlibao
格力 — Gree

Transliteration is useful when the Chinese name has strong cultural identity or when the sound itself is easy to remember. It can preserve Chinese characteristics and help foreign consumers recognize the brand as Chinese.

However, transliteration should not create strange or negative meanings in English. If the sound is difficult to pronounce or looks awkward, it may reduce brand communication effect.

3.3 Combination of Liberal Translation and Transliteration

This method combines sound and meaning. It is often used when a brand name can keep part of the Chinese pronunciation while also creating a meaningful English expression.

For example, 海信 is translated as Hisense. It keeps a sound close to the Chinese name and also suggests “high sense” or “high sensitivity”, which fits an electronic appliance brand.

Other examples include:

楚星 — True Star
美通 — Bestone
霸王 — Power

This method is often more flexible than pure literal translation or pure transliteration. It can keep the original brand identity while making the English name more meaningful and attractive.

For Chinese brands entering international markets, this is often a practical method because it considers both Chinese origin and foreign consumers’ understanding.

3.4 Homophone Translation

Homophone translation uses an English word or expression that sounds similar to the Chinese brand name but has a different meaning. This method depends heavily on the translator’s imagination, language ability and understanding of target culture.

Examples include:

红袖 — Hopeshow
乔士 — Choose
来福 — Life
金威 — Kingway
乐百氏 — Robust
乐凯 — Lucky

This method can create a lively and memorable brand name. For example, “乐凯” translated as “Lucky” sounds close and also has a positive meaning. It is easy to remember and gives consumers a good impression.

But homophone translation also has risks. If the chosen word sounds good but does not match the product image, it may confuse consumers. Therefore, this method should be used carefully.

3.5 Other Methods

Besides the methods discussed above, there are also some other translation methods.

One method is the combination of numbers and words. For example:

三九胃泰 — 999
昂立一号 — Only One

Numbers are simple, clear and easy to recognize. They can sometimes work well as international trademarks.

Another method is abbreviation. For example:

TCL is used as a brand symbol for Chinese television products.
MD can be used as an abbreviation connected with 美的 electrical appliances.

Abbreviation is useful when the original Chinese name is too long or difficult for foreign consumers to pronounce. A short abbreviation can make the brand look modern and international.

Conclusion

Along with the development of international trade and economic globalization, competition among commodities has become increasingly fierce. Brand name translation, which involves culture, belief, consumer psychology and social customs, has become an important part of commercial communication.

Chinese brand name translation is not only a linguistic activity, but also a cultural and business activity. A good translation should respect foreign consumers’ cultural psychology, reveal Chinese cultural features when necessary, and choose brief, rhythmical and memorable words. Translators should also use different methods flexibly, including liberal translation, transliteration, combination of sound and meaning, homophone translation, number translation and abbreviation.

In the future, with the further development of globalization, more Chinese brand names will enter the international market. Chinese brand name translation will also become more important in helping Chinese products build international recognition.

For留学生来说，这篇文章适合整理成翻译学Dissertation范文、商务英语dissertation写作案例、跨文化传播论文参考。它的核心价值在于把语言、文化和商业传播结合起来分析。优客网 ukthesis 作为1999年创立的论文代写平台，可以提供代写留学生论文、留学生Dissertation润色、Dissertation代写、翻译学论文代写、商务英语论文辅导、科技Dissertation发表指导、论文结构优化和Reference格式检查等服务，帮助学生把类似题目写得更有逻辑，也更符合英国大学的学术要求。

FAQ常见问题

中文品牌名称翻译dissertation怎么写？

可以按照“研究背景—文化差异—翻译原则—翻译方法—案例分析—结论”的结构写。重点不是单纯列举品牌名，而是解释为什么某种翻译方法有效，为什么有些翻译会造成文化误解。

品牌翻译论文可以写哪些方向？

可以写中英文化差异、品牌命名策略、商标翻译、跨文化营销、国际品牌传播、音译与意译比较、中国品牌国际化等方向。

留学生Dissertation润色主要改什么？

主要修改语言表达、逻辑结构、章节衔接、Reference格式、术语统一和学术语气。如果原文有明显机翻、乱码、重复关键词或错误链接，也需要一并清理。

ukthesis可以提供哪些相关服务？

ukthesis可以提供翻译学Dissertation代写、商务英语论文辅导、留学生Dissertation润色、留学生论文代写、论文降重润色、Reference格式检查、Proposal辅导和全文结构优化等服务。