Multianalysis Of Brand Name Translation

The complexity of BNT lies in its interdisciplinarity. The study of the subject matter solely from culture perspective fails to hit overall and home the multifold relations in the translating process. With the purpose of setting a more comprehensive and more profound model of BNT study, this thesis probes into it mainly from three angles, i.e. culture, marketing, and psychology.With reference to the achievements of BNT research from culture and through the analysis of the externalization of the differences in language between Western and Chinese culture, the author in Part IV has elaborated on the interactive relations between culture and BNT, which is a part of marketing decisions other than a translating action, as expounded and demonstrated in Part V from the aspect of marketing. Research from marketing angle helps offset the defects of that from culture angle. Finally Part VI theoretically elaborates on the application of some psychological principles to BNT and eventually put forward a way of quantitative analysis of RVs-"RV-activation Test".Taken together the analyses from culture, marketing, and psychology, the entire BNT can be viewed as a process of filtering. The closing section of the thesis proves this in detail, on the basis of which a BNT flowchart is composed. The author hopes that this flowchart is able to serve as reference for future research on BNT and the research per se could, to some extent, contribute to the study of BNT domain.