The Cultural Barriers Of Chinese Food Trademark Translation And Translation Strategy

This paper mainly discusses the cultural barriers of Chinese food trademark translation and equivalent translation strategy. Qualitative and quantitative methods are adopted in discussing and analyzing the key point in this paper. Ten thousand Chinese trademarks with the translations were collected from the present market and the internet. Among them, five hundred trademarks that are the main subjects were chosen randomly. Through investigation and analysis, four kinds of translation methods that translators mainly adopt are found. They are Chinese pinyin, word-for-word translation, abbreviation and free translation. It also shows that the trademark translations are not equivalent to the original ones. It leads to the cultural loss or distortion. Then questionnaires are adopted to further test the findings. So the strategy in Chinese trademark translation is put forward. At the same time, some misunderstanding of Nida's theory is clarified and its true nature is disclosed. Its validity and limitation in trademark translation is explored.It is significant to do such research in theoretical aspect and practical aspect. Through the investigation and the research, the quality of trademark translation will be promoted and equivalent translation can be widely adopted in the intercultural translation.This paper includes five parts. Chapter One is the introduction. It includes the aims, purposes and method of this paper. Chapter Two is about the intercultural communication and Nida's Functional Equivalence. Chapter Three is the basic knowledge of trademark and the investigation. The findings show that nonequivalent phenomena exist in Chinese trademark translation. And it is further tested through questionnaires. In Chapter Four, the strategy about Chinese trademark translation is put forward. Chapter Five is the conclusion.