A Study On The Translation Of China Time-honored Brand Names

With the development of economic globalization, the cross-border trade is inrapid progress. When Chinese brands enter the western markets, it is of significancefor them to adapt to the western culture and adopt appropriate English brand namesin place of the original Chinese brand names, especially for China time-honoredbrands which are typical of Chinese commercial brands. Deeply rooted in China slong history, China time-honored brands demonstrate striking features of Chineseculture. Therefore, their English translated names also should fully communicatethe rich cultural connotations of the brand names and provide useful productinformation with the expectation to resonate with the western consumers andestablish Chinese world brands.This thesis explores the definition, the development, and the features of Chinatime-honored brands, as well as the current situation of China time-honored brandname translation. In the framework of Adaptation Theory and Skopostheory, thethesis proposes five translation principles of China time-honored brand nametranslation---embodying the culture, the industry; the origin, the history, and thebusiness philosophy. Under the guidance of these principles, seven translationmethods (pinyin translation; homophonic translation; optimum translation;combined translation; initial translation; zero translation; and renaming translation)are suggested to highlight different brands features and accomplish differenttranslation purposes.In conclusion, the translation of China time-honored brand names is achoice-making process under the guidance of Adaptation Theory andSkopostheory. On the basis of certain translation principles, China time-honoredbrand name translation ought to adopt suitable translation methods according to the different translation purposes of translators, the different target consumers, andthe unique features of different brands.