Abstract

During the exchanges of international economy and trade, many English brand names have entered into Chinese market, which leads to the research of strategies of translating English and Chinese brand names. The brand name is used to convey the product information to consumers so that they can know the product characteristics clearly and have deep impression, then arouse their desire of purchase. As it is the product image, how to translate the brand name plays a decisive role.
Previous studies on English brand names translation have been carried out from the perspectives of Skopostheory, Functional Equivalence and Relevance Theory, but few from the perspective of Memetics. This thesis studies the strategies of English brand name translation based on Memetics, and expounds that the brand name translation should follow the principles of accuracy, understandability and conciseness. In addition, the translators can use the strategies of literal translation, transliteration and liberal translation when translating English brand names so as to ensure effective replication and transmission of strong brand name memes. The research plays an important role in the principle line of English brand name translation.

Keywords:   brand name translation  meme  principles  strategies

摘要

在国际经贸交往中，许多具有鲜明西方文化色彩的商标进入了中国市场，也促进了对英汉商标翻译策略的研究。商标的作用是向消费者传达商品信息，让消费者能一目了然地了解商品特色并留下深刻印象，引起他们的购买欲。因此商标作为产品的形象代表，其翻译发挥着举足轻重的意义。
英汉商标翻译已有的研究主要从目的论、功能对等和关联理论几个视角展开，鲜有基于模因论的讨论。本文以模因论为理论基础，研究了英汉商标的翻译策略。本文认为，英汉商标翻译应遵循准确、易懂、简洁的原则，在翻译时使用直译、音译、意译等策略，以确保强势商标模因的有效传播和复制。本文的研究对于英汉商标翻译有一定的启发意义。

关键词: 商标翻译；模因；原则；策略

1.1 Introduction to Brand Names
A brand name, is a name, term, sign, symbol design or a combination of them that tells who makes it or who sells it, distinguishing that product from those made or sold by others. A brand name is a part of brand that can be vocalized(Liu Fagong, 2002:47-50).
A proper brand name of the commodity is very important, and it has following functions:
(1) Identifying function. A brand name can sign and organize the goods, producers, sellers as well as service providers, so we can know the origin of its commodities or services;
(2) Distinguishing function. There are many differences between different products, such as image, quality, specification, as well as price and after-sale services. With these differences, consumers can easily find the product they want to buy;