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A THESIS SUBMITTED FOR The Course of “Classic English Film Appreciation”
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A Comparative Study of “A” and “B”

College: 中文 Major: 中文 Candidate: 学生中文姓名 Supervisor: 闫振惠

China Agricultural University 2011,1. , .

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中国农业大学学士学位论文

Abstract
(本人论文的英文摘要,至少 150 字)

Key Words: (与摘要的最后一行之间空四行)

I

Cultural Meaning and Translation of Brand Names

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Contents

Introduction.................................................................................................................. 1 1. General View of Brand and Brand Names ........................................................... 2 . 1.1 Classification of Brand Names .......................................................................... 2 1.1.1 Person’s Names as Brand Names ...................................................................... 3 1.1.2 Place-names as Brand Names............................................................................. 3 1.1.3 Exotic Words as Brand Names ........................................................................... 4 1.1.4 Common Words as Brand Names ...................................................................... 4 1.1.5 Coined Words as Brand Names.......................................................................... 5 1.1.6 Coined Words as Brand Names.......................................................................... 7 1.2 Classification of Brand Names ..................................................................................... 7 1.2.1 Person’s Names as Brand Names ...................................................................... 7 1.2.2 Place-names as Brand Names............................................................................. 7 1.2.3 Exotic Words as Brand Names ........................................................................... 7 1.2.4 Common Words as Brand Names ...................................................................... 7 1.2.5 Coined Words as Brand Names.......................................................................... 8 1.2.6 Coined Words as Brand Names.......................................................................... 8 1.3 Classification of Brand Names ..................................................................................... 8 1.3.1 Person’s Names as Brand Names ...................................................................... 8 1.3.2 Place-names as Brand Names............................................................................. 8 1.3.3 Exotic Words as Brand Names ........................................................................... 8 1.3.4 Common Words as Brand Names ...................................................................... 8 1.3.5 Coined Words as Brand Names.......................................................................... 8 1.3.6 Coined Words as Brand Names.......................................................................... 9 2. General View of Brand and Brand Names .......................................................... 11 2.1 Classification of Brand Names .......................................................................... 11 2.1.1 Person’s Names as Brand Names .................................................................... 12 2.1.2 Place-names as Brand Names........................................................................... 12 2.1.3 Exotic Words as Brand Names ......................................................................... 12 2.1.4 Common Words as Brand Names .................................................................... 12 2.1.5 Coined Words as Brand Names........................................................................ 12 2.1.6 Coined Words as Brand Names........................................................................ 12 2.2 Classification of Brand Names ..................................................................................... 12 2.2.1 Person’s Names as Brand Names .................................................................... 12 2.2.2 Place-names as Brand Names........................................................................... 13 2.2.3 Exotic Words as Brand Names ......................................................................... 13 2.2.4 Common Words as Brand Names .................................................................... 13
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中国农业大学学士学位论文

2.2.5 Coined Words as Brand Names........................................................................ 13 2.2.6 Coined Words as Brand Names........................................................................ 13 2.3 Classification of Brand Names ..................................................................................... 13 2.3.1 Person’s Names as Brand Names .................................................................... 13 2.3.2 Place-names as Brand Names........................................................................... 14 2.3.3 Exotic Words as Brand Names ......................................................................... 14 2.3.4 Common Words as Brand Names .................................................................... 14 2.3.5 Coined Words as Brand Names........................................................................ 14 2.3.6 Coined Words as Brand Names........................................................................ 14 2.4 Classification of Brand Names ..................................................................................... 14 2.4.1 Person’s Names as Brand Names .................................................................... 14 2.4.2 Place-names as Brand Names........................................................................... 14 2.4.3 Exotic Words as Brand Names ......................................................................... 15 2.4.4 Common Words as Brand Names .................................................................... 15 2.4.5 Coined Words as Brand Names........................................................................ 15 2.4.6 Coined Words as Brand Names........................................................................ 15 3. General View of Brand and Brand Names .......................................................... 17 3.1 Classification of Brand Names .......................................................................... 17 3.1.1 Person’s Names as Brand Names .................................................................... 17 3.1.2 Place-names as Brand Names........................................................................... 17 3.1.3 Exotic Words as Brand Names ......................................................................... 17 3.1.4 Common Words as Brand Names .................................................................... 17 3.1.5 Coined Words as Brand Names........................................................................ 18 3.1.6 Coined Words as Brand Names........................................................................ 18 3.2 Classification of Brand Names ..................................................................................... 18 3.2.1 Person’s Names as Brand Names .................................................................... 18 3.2.2 Place-names as Brand Names........................................................................... 18 3.2.3 Exotic Words as Brand Names ......................................................................... 18 3.2.4 Common Words as Brand Names .................................................................... 18 3.2.5 Coined Words as Brand Names........................................................................ 18 3.2.6 Coined Words as Brand Names........................................................................ 19 3.3 Classification of Brand Names ..................................................................................... 19 3.3.1 Person’s Names as Brand Names .................................................................... 19 3.3.2 Place-names as Brand Names........................................................................... 19 3.3.3 Exotic Words as Brand Names ......................................................................... 19 3.3.4 Common Words as Brand Names .................................................................... 19 3.3.5 Coined Words as Brand Names........................................................................ 19 3.3.6 Coined Words as Brand Names........................................................................ 19 3.4 Classification of Brand Names ..................................................................................... 20 3.4.1 Person’s Names as Brand Names .................................................................... 20 3.4.2 Place-names as Brand Names........................................................................... 20 3.4.3 Exotic Words as Brand Names ......................................................................... 20 3.4.4 Common Words as Brand Names .................................................................... 20 3.4.5 Coined Words as Brand Names........................................................................ 20 3.4.6 Coined Words as Brand Names........................................................................ 20
III

Cultural Meaning and Translation of Brand Names

4. General View of Brand and Brand Names .......................................................... 22 4.1 Classification of Brand Names .......................................................................... 22 4.1.1 Person’s Names as Brand Names .................................................................... 22 4.1.2 Place-names as Brand Names........................................................................... 23 4.1.3 Exotic Words as Brand Names ......................................................................... 23 4.1.4 Common Words as Brand Names .................................................................... 23 4.1.5 Coined Words as Brand Names........................................................................ 23 4.1.6 Coined Words as Brand Names........................................................................ 23 4.2 Classification of Brand Names ..................................................................................... 23 4.2.1 Person’s Names as Brand Names .................................................................... 23 4.2.2 Place-names as Brand Names........................................................................... 24 4.2.3 Exotic Words as Brand Names ......................................................................... 24 4.2.4 Common Words as Brand Names .................................................................... 24 4.2.5 Coined Words as Brand Names........................................................................ 24 4.2.6 Coined Words as Brand Names........................................................................ 24 4.3 Classification of Brand Names ..................................................................................... 24 4.3.1 Person’s Names as Brand Names .................................................................... 24 4.3.2 Place-names as Brand Names........................................................................... 24 4.3.3 Exotic Words as Brand Names ......................................................................... 25 4.3.4 Common Words as Brand Names .................................................................... 25 4.3.5 Coined Words as Brand Names........................................................................ 25 4.3.6 Coined Words as Brand Names........................................................................ 25 4.4 Classification of Brand Names ..................................................................................... 25 4.4.1 Person’s Names as Brand Names .................................................................... 25 4.4.2 Place-names as Brand Names........................................................................... 25 4.4.3 Exotic Words as Brand Names ......................................................................... 25 4.4.4 Common Words as Brand Names .................................................................... 26 4.4.5 Coined Words as Brand Names........................................................................ 26 Conclusion .................................................................................................................. 27 References ................................................................................................................... 28

IV

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中国农业大学学士学位论文

Introduction
From the beginning of the last century, the booming of advertising and marketing stimulates the prosperity of the world economy. With the development of advertising and marketing, more and more companies have paid much attention to their products’ names. Thus, the branding and translating of brand names entered into our horizon and aroused the entrepreneurs’ interest. At present, there is no one voice on “how to brand?” The first group argues that the brand name should be same in all the place of the world, which they called standardization. The second group has an opposite view to the first one; they believe that the brand names should be localized. The last point of view is meeting the above views at halfway----the delivery of the brand names should be based on the cultural meanings. Standardization means that you should not redesign your brand when you sell your product or service in the oversea market, just using the original one. They claim in this way that it will save considerable money and the unified images can attract business people easily. They find “Intel” to supports their point view of standardization; “Intel inside” is covering the whole world. The obvious advantages for the localization of the brand names are that the localized brand names are easy to be accepted by a certain group of people. However, this will cost much energy on recreating the brand names and images. To avoid the disadvantages of the both above ideas on branding, some scholars find a midway-suggestion. Branding is communication, which aims to build, reinforce, and reposition consumers’ perception of a certain brand. A marketer may adopt all kinds of branding approaches to make a clear, differential, and memorable image of a brand. The most common ways are advertising, exhibitions, public relations and sponsorship, personal contact, sales promotions, point-of-sale displays, and direct mail (Christopher and McDonald 1995:130) “Branding is a communication in which cultural meanings are added.” (McCraken 1988:67) The businessman uses the cultural meanings to promote his brands. He defines a brand “as a repository of meaning.” It is not hard for anyone to
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Cultural Meaning and Translation of Brand Names

accept the fact that there are cultural meanings in brands, and sometimes people do consume the meanings. A brand, in a broad sense, can be defined as “a distinguishing name or symbol, such as a logo, trademark, or package design intended to identify the goods or services of either one seller or a group of sellers, and to differentiate those goods or services from those of competitors” (Aaker 1991:33) “A product is something that is made in a factory; a brand is something that is bought by a customer. A product can be quickly outdated; a successful brand is timeless” (Aaker 1991:54) This paper argues that the brand name should be culturally conducted since it is the messenger of culture, it reflects culture and it is also interpreted culturally in intercultural communication.

1. General View of Brand and Brand Names
With rapid development of our economy, more and more of our native enterprises realize that one of their most valuable assets is the brand name, associated with their products. The brand names stand for the enterprise’s image. A well-known brand name can promote their product easily, distinguish their products from competitors’ and assure customers of consistent product quality. Nevertheless, the brand name is the very front face of products. It is an image of the product, an intermedium, a culture, which influences people’s life greatly. Therefore the little brand name means a lot.

1.1 Classification of Brand Names
The names given to products come from many different ways. In the first stage almost every brand names come form the proper names, to be exactly the names of the inventors or the companies’ runners or the place and so on. Such as Ferrairi is according to the person Enzo Ferrairi(恩佐.法拉利) and LINING(李宁) comes form the name of a famous athlete in China. Some of brand names are relative to the place, for example, “Shanghai” Watch, “杨柳青”paint and “金华”ham. Some brand names are use animals like Panda Television. With the development of technique, more producers of the same kind of goods rose quickly. The producers intend to choose
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中国农业大学学士学位论文

common words for their brand names because it is easy to remember. As the world economy continually developed quickly and the abundant products of the same goods flourished, the design of the brand names has transferred to the coined brand names. This kind of design has taken the characteristics, qualities, and functions of the products into consideration, it combined the fundamentals of language, culture, market, psychology, aesthetics to create the brand names of coined words. In short, there are several formations of brand names; they are person’s names, places’ names, exotic words, common words, and the coined words.

1.1.1 Person’s Names as Brand Names
A quite part of initial brand names come from the names of producer, inventor or creator, because the forerunner believed that the adoption of the persons’ names could increase the confidence of the products. In this way, the brands could let the consumers feel that the producers would guarantee the best quality of their goods. For instance, “Boeing”(波音) is a name in remember of the founder of Boeing Company, William Edward Boeing. “Gillette”, the name comes form the company’s first president, King Camp Gillette, who traces his name back to the Gillette family of Somerset, England. “Ford”(Henry Ford) mobile, “Benz”(Karl Benz) car, Pierre Cardin clothing, “王守义”十三香, “张裕”wine and “张小泉” scissors. Time flies but the brand names reserved, just as some popular advertisements say: “百年张裕,传奇 品质”.

1.1.2 Place-names as Brand Names
There are also lots of products taking the place names as their brand names. Such as “Mao Tai” wine which is produced in Maotai Zhen, China; “Shi Lin” tobacco from names of scenic spots. Some brand names originate form myths, or literary works. These brand names usually hold special cultural and historical meanings. Such as “Sapporo” beer takes the name of “Sapporo”(北海道) to push sale. “Champagne”(香槟酒) uses the produce place name in France as its brand name. “Nike”, Nike means victory in Greek
3

Cultural Meaning and Translation of Brand Names

Mythology. As the brand name for sportswear, it brings a favorite meaning to beat your competitors. “杜康” liquor, originates from the Tang poetry: “何以解愁, 唯有杜 康”,which was written by Li Bai, a famous Chinese poet in the Tang Dynasty (618-907). This brand name suggests the good quality of the product and shows its long history as well. “Shangri-Li”(香格里拉) is a fabled name by the English famous writer James Hilton, Shangri-Li is a beautiful place and an Xanadu that everyone wants to go, this lets “Shangri-Li” be accepted by the whole world.

1.1.3 Exotic Words as Brand Names
Exotic word means the word is borrowed from other languages. The exotic word brand names are the result of the cultural exchange. As A.L. Kroob said, each culture is absorbing new things, either from oversea or native land and the new coming things will be rebuilt to cater for its own culture. For example, “Valderma” is an English medicine soap brand. The word Valderma is made up by Value and derma, “derma” is a Greek word, which means skin. So the brand name “Valderma” means this soap is good for your skin. “shampoo”(香波) is an Indian word means massage your head, when the Britain invaded India Shampoo was collected as an English word.

1.1.4 Common Words as Brand Names
Everyday we use common words to talk, communicate and will find these common words are useful in our daily life. When the common words become some brand names, it seems easier to be accepted by the common people. Common words are superior to the proper names in the promoting goods because it is easy to be remembered. Common words convey more information concerning the products. As for brand advertising, common words also have more advantages than proper names, because they are short and usually indicate the good quality, feature or function of products, therefore common word brand names can leave a good impression on consumers. Common words have specific and definite meanings, for example, “Forever(永
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中国农业大学学士学位论文

久)” bicycle which indicate the good quality of the bicycle that never be broken; “Snow(雪花) ” beer lets you think the beer is cool and has rich white foam; “Diamond” watch suggests the wearer of the watch is a noble man; “Safeguard(舒服 佳)” soap means the soap can protect your skin from germ. From the above examples we can notice that common word brand names usually conduct a certain meaning of its products.

1.1.5 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries. They are man-made new words. As for the Coined word brand names, they are created by considering the characteristics, functions and qualities of the products, adopting word formation rules and motivations, and taking other elements into consideration, such as language, culture, market, psychology and aesthetics. There are some specific features in the coined words. First it’s exclusive. As a new word, it is in the position to create one that is different from any one existing in the world. This helps your product to distinguish others easily. Second it’s productive. There are so many methods to create a new word, so do the brand names. Therefore, more brand names can be coined. As for the coined word brand names, we also can find some rules in it. There are several ways to make up brand names, such as shortening, compounding, blending, anagrammatic spelling and affixation. The followings will discuss these methods respectively with the brands around us as examples. a. Shortening This rule is mostly used in scientific field. They are the simplified forms of the original words. There are two ways to coin a new word in this way. One is called clipping, the other is initialing. Clipped words: Intel Pepsi Cleanin CPU Soft drinks Toothpaste
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Integrated Electronics Pepsin Cleaning

Cultural Meaning and Translation of Brand Names

Initialed words: AMD NEC FIAT IBM KFC b. Compounding Compounding is another important way of forming new brand names. It is usually formed by two words, which can describe the features of the products. As for the brand names, these kinds of words have advantages in description but disadvantages in the length of the brand names. For example a kind of Cosmetics is called “Clean & Clear” which means it can make the skin clean and clear. c. Blending Blending means to combine the meanings and sounds of two words into one and each part of the word is not in its full form. Timex Skince Mettoy d. Anagrammatic spelling Anagrammatic spelling is to change the form of the words by lexical deviation or graphlogical deviation. This method can make the brand names more attractive and leave a deep impression on consumers. Kilm LUX Put-U-Up e. Affixation Affixation is one important way in forming new English words. Some are prefixes like Accu-, Dura-, Max-, Multi-, Ultra-; some are suffixes like -grapg, -phone, -sonic. General speaking, an affixes has special meaning and can suggest the features of products. For examples, “Accu-” is a prefix about features, which indicates the
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Computer IT Mobile Computer Fast food

Advanced Micro Devices Nippon Electric Company Fabrica Italiana Automobili Torino International Business Machines Kentuchy Fried Chichen

Digital watch Soap Toy

time and excellent skin and nice metal and toy

Milk powder Soap Sofa

Milk Lucks Put you up

中国农业大学学士学位论文

precision and accuracy of products; like “Accutron” electronic watch; “-sonic” is a suffix concerning sound. It is widely used in brand names for audio-video products, for instances, “Panasonic”(松下) a world famous brand from Japan, and “Amoisonic” electron(厦华电子).

1.1.6 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries. They are man-made new words.

1.2 Classification of Brand Names
The names given to products come from many different ways.

1.2.1 Person’s Names as Brand Names
A quite part of initial brand names come from the names of producer, inventor or creator, because the forerunner believed that the adoption of the persons’ names could increase the confidence of the products.

1.2.2 Place-names as Brand Names
There are also lots of products taking the place names as their brand names.

1.2.3 Exotic Words as Brand Names
Exotic word means the word is borrowed from other languages.

1.2.4 Common Words as Brand Names
Everyday we use common words to talk, communicate and will find these common words are useful in our daily life.

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Cultural Meaning and Translation of Brand Names

1.2.5 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

1.2.6 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

1.3 Classification of Brand Names
The names given to products come from many different ways.

1.3.1 Person’s Names as Brand Names
A quite part of initial brand names come from the names of producer, inventor or creator, because the forerunner believed that the adoption of the persons’ names could increase the confidence of the products.

1.3.2 Place-names as Brand Names
There are also lots of products taking the place names as their brand names.

1.3.3 Exotic Words as Brand Names
Exotic word means the word is borrowed from other languages.

1.3.4 Common Words as Brand Names
Everyday we use common words to talk, communicate and will find these common words are useful in our daily life.

1.3.5 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

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中国农业大学学士学位论文

1.3.6 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

1.4 Classification of Brand Names
The names given to products come from many different ways.

1.4.1 Person’s Names as Brand Names
A quite part of initial brand names come from the names of producer, inventor or creator, because the forerunner believed that the adoption of the persons’ names could increase the confidence of the products.

1.4.2 Place-names as Brand Names
There are also lots of products taking the place names as their brand names.

1.4.3 Exotic Words as Brand Names
Exotic word means the word is borrowed from other languages.

1.4.4 Common Words as Brand Names
Everyday we use common words to talk, communicate and will find these common words are useful in our daily life.

1.4.5 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

1.4.6 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

9

Cultural Meaning and Translation of Brand Names

1.5 Classification of Brand Names
The names given to products come from many different ways.

1.5.1 Person’s Names as Brand Names
A quite part of initial brand names come from the names of producer, inventor or creator, because the forerunner believed that the adoption of the persons’ names could increase the confidence of the products.

1.5.2 Place-names as Brand Names
There are also lots of products taking the place names as their brand names.

1.5.3 Exotic Words as Brand Names
Exotic word means the word is borrowed from other languages.

1.5.4 Common Words as Brand Names
Everyday we use common words to talk, communicate and will find these common words are useful in our daily life.

1.5.5 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

1.5.6 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

1.6 Classification of Brand Names
The names given to products come from many different ways.

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中国农业大学学士学位论文

1.6.1 Person’s Names as Brand Names
A quite part of initial brand names come from the names of producer, inventor or creator, because the forerunner believed that the adoption of the persons’ names could increase the confidence of the products.

1.6.2 Place-names as Brand Names
There are also lots of products taking the place names as their brand names.

1.6.3 Exotic Words as Brand Names
Exotic word means the word is borrowed from other languages.

1.6.4 Common Words as Brand Names
Everyday we use common words to talk, communicate and will find these common words are useful in our daily life.

1.6.5 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

1.6.6 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

2. General View of Brand and Brand Names
With rapid development of our economy, more and more of our native enterprises realize that one of their most valuable assets is the brand name, associated with their products.

2.1 Classification of Brand Names
The names given to products come from many different ways.
11

Cultural Meaning and Translation of Brand Names

2.1.1 Person’s Names as Brand Names
A quite part of initial brand names come from the names of producer, inventor or creator, because the forerunner believed that the adoption of the persons’ names could increase the confidence of the products.

2.1.2 Place-names as Brand Names
There are also lots of products taking the place names as their brand names.

2.1.3 Exotic Words as Brand Names
Exotic word means the word is borrowed from other languages.

2.1.4 Common Words as Brand Names
Everyday we use common words to talk, communicate and will find these common words are useful in our daily life.

2.1.5 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

2.1.6 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

2.2 Classification of Brand Names
The names given to products come from many different ways.

2.2.1 Person’s Names as Brand Names
A quite part of initial brand names come from the names of producer, inventor or creator, because the forerunner believed that the adoption of the persons’ names could
12

中国农业大学学士学位论文

increase the confidence of the products.

2.2.2 Place-names as Brand Names
There are also lots of products taking the place names as their brand names.

2.2.3 Exotic Words as Brand Names
Exotic word means the word is borrowed from other languages.

2.2.4 Common Words as Brand Names
Everyday we use common words to talk, communicate and will find these common words are useful in our daily life.

2.2.5 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

2.2.6 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

2.3 Classification of Brand Names
The names given to products come from many different ways.

2.3.1 Person’s Names as Brand Names
A quite part of initial brand names come from the names of producer, inventor or creator, because the forerunner believed that the adoption of the persons’ names could increase the confidence of the products.

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Cultural Meaning and Translation of Brand Names

2.3.2 Place-names as Brand Names
There are also lots of products taking the place names as their brand names.

2.3.3 Exotic Words as Brand Names
Exotic word means the word is borrowed from other languages.

2.3.4 Common Words as Brand Names
Everyday we use common words to talk, communicate and will find these common words are useful in our daily life.

2.3.5 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

2.3.6 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

2.4 Classification of Brand Names
The names given to products come from many different ways.

2.4.1 Person’s Names as Brand Names
A quite part of initial brand names come from the names of producer, inventor or creator, because the forerunner believed that the adoption of the persons’ names could increase the confidence of the products.

2.4.2 Place-names as Brand Names
There are also lots of products taking the place names as their brand names.

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中国农业大学学士学位论文

2.4.3 Exotic Words as Brand Names
Exotic word means the word is borrowed from other languages.

2.4.4 Common Words as Brand Names
Everyday we use common words to talk, communicate and will find these common words are useful in our daily life.

2.4.5 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

2.4.6 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

2.5 Classification of Brand Names
The names given to products come from many different ways.

2.5.1 Person’s Names as Brand Names
A quite part of initial brand names come from the names of producer, inventor or creator, because the forerunner believed that the adoption of the persons’ names could increase the confidence of the products.

2.5.2 Place-names as Brand Names
There are also lots of products taking the place names as their brand names.

2.5.3 Exotic Words as Brand Names
Exotic word means the word is borrowed from other languages.

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Cultural Meaning and Translation of Brand Names

2.5.4 Common Words as Brand Names
Everyday we use common words to talk, communicate and will find these common words are useful in our daily life.

2.5.5 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

2.5.6 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

2.6 Classification of Brand Names
The names given to products come from many different ways.

2.6.1 Person’s Names as Brand Names
A quite part of initial brand names come from the names of producer, inventor or creator, because the forerunner believed that the adoption of the persons’ names could increase the confidence of the products.

2.6.2 Place-names as Brand Names
There are also lots of products taking the place names as their brand names.

2.6.3 Exotic Words as Brand Names
Exotic word means the word is borrowed from other languages.

2.6.4 Common Words as Brand Names
Everyday we use common words to talk, communicate and will find these common words are useful in our daily life.
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中国农业大学学士学位论文

2.6.5 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

2.6.6 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

3. General View of Brand and Brand Names
With rapid development of our economy, more and more of our native enterprises realize that one of their most valuable assets is the brand name, associated with their products.

3.1 Classification of Brand Names
The names given to products come from many different ways.

3.1.1 Person’s Names as Brand Names
A quite part of initial brand names come from the names of producer, inventor or creator, because the forerunner believed that the adoption of the persons’ names could increase the confidence of the products.

3.1.2 Place-names as Brand Names
There are also lots of products taking the place names as their brand names.

3.1.3 Exotic Words as Brand Names
Exotic word means the word is borrowed from other languages.

3.1.4 Common Words as Brand Names
Everyday we use common words to talk, communicate and will find these common words are useful in our daily life.
17

Cultural Meaning and Translation of Brand Names

3.1.5 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

3.1.6 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

3.2 Classification of Brand Names
The names given to products come from many different ways.

3.2.1 Person’s Names as Brand Names
A quite part of initial brand names come from the names of producer, inventor or creator, because the forerunner believed that the adoption of the persons’ names could increase the confidence of the products.

3.2.2 Place-names as Brand Names
There are also lots of products taking the place names as their brand names.

3.2.3 Exotic Words as Brand Names
Exotic word means the word is borrowed from other languages.

3.2.4 Common Words as Brand Names
Everyday we use common words to talk, communicate and will find these common words are useful in our daily life.

3.2.5 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

18

中国农业大学学士学位论文

3.2.6 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

3.3 Classification of Brand Names
The names given to products come from many different ways.

3.3.1 Person’s Names as Brand Names
A quite part of initial brand names come from the names of producer, inventor or creator, because the forerunner believed that the adoption of the persons’ names could increase the confidence of the products.

3.3.2 Place-names as Brand Names
There are also lots of products taking the place names as their brand names.

3.3.3 Exotic Words as Brand Names
Exotic word means the word is borrowed from other languages.

3.3.4 Common Words as Brand Names
Everyday we use common words to talk, communicate and will find these common words are useful in our daily life.

3.3.5 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

3.3.6 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

19

Cultural Meaning and Translation of Brand Names

3.4 Classification of Brand Names
The names given to products come from many different ways.

3.4.1 Person’s Names as Brand Names
A quite part of initial brand names come from the names of producer, inventor or creator, because the forerunner believed that the adoption of the persons’ names could increase the confidence of the products.

3.4.2 Place-names as Brand Names
There are also lots of products taking the place names as their brand names.

3.4.3 Exotic Words as Brand Names
Exotic word means the word is borrowed from other languages.

3.4.4 Common Words as Brand Names
Everyday we use common words to talk, communicate and will find these common words are useful in our daily life.

3.4.5 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

3.4.6 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

3.5 Classification of Brand Names
The names given to products come from many different ways.

20

中国农业大学学士学位论文

3.5.1 Person’s Names as Brand Names
A quite part of initial brand names come from the names of producer, inventor or creator, because the forerunner believed that the adoption of the persons’ names could increase the confidence of the products.

3.5.2 Place-names as Brand Names
There are also lots of products taking the place names as their brand names.

3.5.3 Exotic Words as Brand Names
Exotic word means the word is borrowed from other languages.

3.5.4 Common Words as Brand Names
Everyday we use common words to talk, communicate and will find these common words are useful in our daily life.

3.5.5 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

3.5.6 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

3.6 Classification of Brand Names
The names given to products come from many different ways.

3.6.1 Person’s Names as Brand Names
A quite part of initial brand names come from the names of producer, inventor or creator, because the forerunner believed that the adoption of the persons’ names could
21

Cultural Meaning and Translation of Brand Names

increase the confidence of the products.

3.6.2 Place-names as Brand Names
There are also lots of products taking the place names as their brand names.

3.6.3 Exotic Words as Brand Names
Exotic word means the word is borrowed from other languages.

3.6.4 Common Words as Brand Names
Everyday we use common words to talk, communicate and will find these common words are useful in our daily life.

3.6.5 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

3.6.6 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

4. General View of Brand and Brand Names
With rapid development of our economy, more and more of our native enterprises realize that one of their most valuable assets is the brand name, associated with their products.

4.1 Classification of Brand Names
The names given to products come from many different ways.

4.1.1 Person’s Names as Brand Names
A quite part of initial brand names come from the names of producer, inventor or creator, because the forerunner believed that the adoption of the persons’ names could
22

中国农业大学学士学位论文

increase the confidence of the products.

4.1.2 Place-names as Brand Names
There are also lots of products taking the place names as their brand names.

4.1.3 Exotic Words as Brand Names
Exotic word means the word is borrowed from other languages.

4.1.4 Common Words as Brand Names
Everyday we use common words to talk, communicate and will find these common words are useful in our daily life.

4.1.5 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

4.1.6 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

4.2 Classification of Brand Names
The names given to products come from many different ways.

4.2.1 Person’s Names as Brand Names
A quite part of initial brand names come from the names of producer, inventor or creator, because the forerunner believed that the adoption of the persons’ names could increase the confidence of the products.

23

Cultural Meaning and Translation of Brand Names

4.2.2 Place-names as Brand Names
There are also lots of products taking the place names as their brand names.

4.2.3 Exotic Words as Brand Names
Exotic word means the word is borrowed from other languages.

4.2.4 Common Words as Brand Names
Everyday we use common words to talk, communicate and will find these common words are useful in our daily life.

4.2.5 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

4.2.6 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

4.3 Classification of Brand Names
The names given to products come from many different ways.

4.3.1 Person’s Names as Brand Names
A quite part of initial brand names come from the names of producer, inventor or creator, because the forerunner believed that the adoption of the persons’ names could increase the confidence of the products.

4.3.2 Place-names as Brand Names
There are also lots of products taking the place names as their brand names.

24

中国农业大学学士学位论文

4.3.3 Exotic Words as Brand Names
Exotic word means the word is borrowed from other languages.

4.3.4 Common Words as Brand Names
Everyday we use common words to talk, communicate and will find these common words are useful in our daily life.

4.3.5 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

4.3.6 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

4.4 Classification of Brand Names
The names given to products come from many different ways.

4.4.1 Person’s Names as Brand Names
A quite part of initial brand names come from the names of producer, inventor or creator, because the forerunner believed that the adoption of the persons’ names could increase the confidence of the products.

4.4.2 Place-names as Brand Names
There are also lots of products taking the place names as their brand names.

4.4.3 Exotic Words as Brand Names
Exotic word means the word is borrowed from other languages.

25

Cultural Meaning and Translation of Brand Names

4.4.4 Common Words as Brand Names
Everyday we use common words to talk, communicate and will find these common words are useful in our daily life.

4.4.5 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

4.4.6 Coined Words as Brand Names
Coined words are the words that we cannot find in dictionaries.

4.5 Classification of Brand Names
The names given to products come from many different ways.

4.5.1 Person’s Names as Brand Names
A quite part of initial brand names come from the names of producer, inventor or creator, because the forerunner believed that the adoption of the persons’ names could increase the confidence of the products.

4.5.2 Place-names as Brand Names
There are also lots of products taking the place names as their brand names.

4.5.3 Exotic Words as Brand Names
Exotic word means the word is borrowed from other languages.

4.5.4 Common Words as Brand Names
Everyday we use common words to talk, communicate and will find these common words are useful in our daily life.
26

中国农业大学学士学位论文

Conclusion
Brand translation plays a very important part in the international trade. Brand names generally contain specific meanings of a particular culture. The cultural differences cause the toughest difficulty to the translators. The translation of brand names is different from the translation of ordinary writing, and thus it requires more creativity of the translators. The brand name aims to publicize its products and attract potential consumers. The translator is required to create brand names which can not only convey the message of the original appropriately but also be accepted as well as appreciated by consumers in target market. Through the internal meaning and culture meaning of the brand name, a good translation will push sale easily and earn a popular market. As China has entered WTO, there will be more and more our native brand exporting to the oversea market; the creation of our English brand has become another crucial sector in our trade affair. From the above-mentioned aspects in the brand name translation, we are hoping to see more and more world famous Chinese products leading the world market. Let our brands brighten the world economy.

27

Cultural Meaning and Translation of Brand Names

References
1. Aaker, David A., Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: Macmillian, Inc., 1991 2. Christopher, Matin and McDonald, Malcolm, Marketing: An Introductory Text, Hampshire: MacMillan Press Ltd., 1995 3. McCraken, Grant, Culture and Consumption: New Approaches to the Symbolic Character of Consumers Goods and Activities, Indiana: Indiana University Press, 1998 4. Nida, Eugene A., Language, Culture and Translation, Shanghai: Shanghai Foreign Language Education Press, 1993 《文化语境与翻译》 ,北京:中国对外翻译出版公司,2001 5. 包惠南, 6. 胡开杰, “试论商标名称英汉互译文化意义的转换” ,中国科技翻译,2001 年 第4期 7. 娄承肇, “外国厂商与商标名称的翻译” ,中国翻译,1994 年第 3 期 8. 吴伟雄、方凡泉, 《实用英语翻译技巧》 ,云南: 云南人民出版社,1997 9. 曾立, “试析谐音双关法在商标词汉译中的运用” ,中国科技翻译,2003 年第 3

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