Report On Translation Of China Time-honored Food Brand Names

Food,which is ranked first among the four basic necessities of life:food,clothing,shelter and transportation,plays an increasingly significant role in China——one of the world’s three largest culinary kingdoms.Chinese food hardly fails to win the flavor and compliment from foreigners.Therefore,this kind of culture fever also inspires many translators to do research on the part.Naturally,the time-honored food brands that have weathered through some difficult times but still been remaining its distinctive cultural features are supposed to work as a representative to popularize China’s food culture.And one of the essential premises to achieve the trans-culture communication is appropriate C-E translation,it is doubtless that the translation of relative materials will be practically helpful for the time-honored food brands to go global.The source text is excerpted from the book China Time-honored Food Brands,one of the series of books about Chinese cultural knowledge,mainly introducing some time-honored food brands that are officially authorized as "Time-honored brands in China" by the Ministry of Commerce of the People’s Republic of China.The text gives information about these brands and foods and works as advertorial to appeal readers to have a taste.Thus,it is informative text and vocative text.In the report,the translator gives detailed description of the C-E translation of the brand names contained in the book.Therein,transliteration,literal translation and adapta-tion translation and other translation strategies are adopted according to the respec-tive characteristics of each brand name.Transliteration,currently,is the most ac-cepted translation approach;literal translation is usually suitable for the names which are named after proper nouns that are highly accepted by target-source read-ers on the condition that the nouns will not give rise to misunderstanding or cultural conflict.As for the adaptation translation,it is a kind of experiential translation practice based on the translator’s research on senior translators’ experience as well as consumer psychology and consumption custom.