On The Translation Of Chinese Brand Name Into English From The Perspective Of Target Consumer

Since China became the member of WTO, globalization has expanded all fields. Brand name is the result of the development of commodity economy, playing an important role in daily life. With the further opening-up of China and the globalization of international economy, more and more"Made in China"products are exported to other countries. At present, people have come to realize the significance of brand name in stimulating consumption, marketing, etc. So it appears urgent and necessary for Chinese brand name translation. Recently the studies of the brand name translation developed rapidly, but most of them are related to English-Chinese brand name translation, there are few studies on Chinese-English brand name translation. Therefore, this thesis attempts to study Chinese-English brand name translation.This study focuses on Chinese-English brand name translation, and it belongs to a qualitative study based on the data collected from television, supermarket, internet, TV. Its main purpose of the study is making the translation in conformity with the need of the target consumers. The previous studies about"Functional Equivalence"are mainly about the analysis of cross-culture. But this thesis is based on target language readers, that is to say, analysis of culture is only part of factor of target consumers to testify the application of"functional equivalence", translating consists in reproducing in the receptor language the closest natural equivalent of the source language message, first in terms of meaning and secondly in terms of style (1982:13)This thesis, through a careful study and analysis of the previous researches, discusses Chinese-English brand name translation from the perspective of target language readers'acceptability in"Functional Equivalence". It explains that based on translation theory and methods, the translators should try to find the closet natural equivalent of the original brand name, thus provoking the consumers'good associations to stimulate their desire for purchasing the products. Consequently, it can test that the theory of target consumers'acceptability of"Functional Equivalence"can be applied in Chinese- English brand name translation. In a word, this paper systematically discusses and analyzes Chinese-English brand name translation in order to provide guide for improving quality of Chinese brand name translation, making"Made in China"products more popular.