Culture Default And Compensation In Brand Name Translation From The View Of Relevance Theory

With economical globalization and China entering the WTO, as the most active element in market economy, commodity has been sold throughout the world. Successful brand name translation will not only bring in great profit but also play the role of strengthening cultural communication between China and the other countries. However, owing to cultural uniqueness and variety that the brand carries, the rich connotation hidden in the information of the brand name is rather difficult for foreigners who know little about another culture to understand and appreciate. That is, culture default in the process of brand translation, to some extent, has become a barrier or obstacle for smooth communication. Therefore it is quite necessary to analyze culture default and make effective compensation for it. This thesis focuses on culture default in brand name translation and puts forward valid culture compensation principles under guidance of relevance theory.The thesis first defines the two important concepts—brand name and culture, introduces functions of brand name and discusses relationship between brand name and culture: a brand name is not only a presentation of the product itself and basic information about the product but also a carrier of culture which it belongs to. Brand names created in different culture background have different culture connotations. Culture default in translation of brand names is caused by culture conflict between different countries and the reason for that is that different culture connotations and presumptions lead to different associations surrounding the same culture image. Enlightenment of relevance theory to culture default in brand name translation lies in that it requires the translator to seek optimal relevance and achieve mutual manifestoes to meet brand name designers'intention with target culture consumers'psychological need.The main findings of the study include three aspects: firstly, the thesis explores causes of culture default in brand name translation and points out it is caused by different culture connotations and cultural presumptions; secondly, according to five culture subcategories by Nida, the famous linguist, correspondingly, the author makes manifestation of culture default in brand name translation and explains it clearly in the five subcategories; finally, under guidance of relevance theory, the author points out that culture compensation should be employed in the translation of brand names. Main principles of compensation include culture duplication, culture addition, culture deletion and culture substitution and feasibility of the four principles is supported by case study of four columns of translated brand names.The conclusion of the thesis is that with enlightenment of relevance theory to culture default, following the culture compensation principles, translated brand names may keep the original function of products and are endowed with favorable meaning, which caters to the psychology of target culture consumers and contributes to product influence in international market.