Brand Nomenclatures--Their Phonetic Features and Translation.pdf

Brand Nomenclatures: Their ic
Features and Translation

(文学院英文系李莹)
(学号:2000013031)

内容摘要:Along with the proceeding of economic globalization, more goods are poured to
the world market, thus the importance of brand name is gradually realized. Apparently, the study
of brand names is necessary and urgent, and brand nomenclatures have been a social phenomenon
of language application, and e a new linguistic industry all over the world. This thesis
attempts to give a brief introduction to the techniques of brand nomenclatures and brand names’
ic features, then from the cultural perspective discusses the translation skills with Eugene A.
Nida’s “functional equivalence” as the translation principle.
关键词:brand name; nomenclature; ic features; cultural connotation; functional
equivalence; translation
教师点评:文本参阅了大量中外资料,在此基础上写出了商标语言的构成方式、修辞特
点及翻译方法,论述清晰,有一定新意。论文语言流畅,经认真修订后,又有提高。(点评
教师:刘英凯教授)

Chapter I: Introduction
Definition of brand name
Brand name is “the name given to a product by pany that makes it.” 1 Also, it is “the
name of a particular product or group of products, or a service that is recognized by customers. If
the name is registered no pany may use it.” 2 Due to high development of industry,
nowadays in face of a huge number modities with the same good quality and exquisite
package in the market, more often than not, customers only care for the favorite brands rather than
the products themselves. In view of this, we can see that the product is the substance, but the
brand name is the soul of it. “A product is something that is made in a factory; a brand is
something that is brought by a customer. A product can be copied by petitor; a brand is
unique. A product can be quickly outdated; a essful brand is timeless.”(He Chuansheng
1997:1)
The strategic significance
Since a brand name plays an important role in the marketing strategy of an enterprise, and can
get the upper hand for the named