Abstract

Brand，which is the product of the commodity economy, has developed along with the development of economy. Brand name, which is regarded as gold business card of products, decides sales of products and is closely related to reputation and economic benefits of enterprises, it is also the intangible asset of an enterprise. With the globalization of the economic development, commodity circulation among different countries becomes more frequent. In this condition, brand name has made great development and is no more a name of one product. It is not only a tool of promoting sales, but also a carrier which conveys information of products, enterprise culture and even conveys information of a nation’s culture. The significance of brand in competitive market makes the translation of brand name extremely important.

Brand translation obtained a lot of academic achievements; scholars explore it from different field and base on different theory. Semantic and communicative translation theory, which was put forward by Peter Newmark, is an important component of the theory of translation. Semantic translation emphasize the source language and the original range of cultures, while communicative translation emphasize the target language and it pays more attention to the information transferred by translation than to the form of the translation. The combination of the two translation theory makes them become complementary, and bring out the best in each other. Semantic translation and communicative translation commonly use together and guide translation of different types of writing. This thesis based on this theory to discuss
the brand name translation. The thesis first reviews brand translation related theory and the theory of semantic and communicative translation; then studies something about brand name and its translation; finally analyses the combination of brand name translation and Newmark`s theory by some cases studies. A successful translation of brand name must an unite of transliteration based on semantic translation and paraphrase based on communicative translation. The two methods can make a better result in translation when they work together.

Key words: brand name translation, semantic translation, communicative translation