The Brand Name Translation On View Of Relevance Theory

With the globalization of the economic development, the international trade has become into a very critical power for promoting the economy development of the whole world and every country. The internationality of brand name is becoming more and more obvious. Now, the brand name translation is inevitable if the product is expected to enter the international market. As the symbol of the product and the mouthpiece of the enterprise, the brand name is of economic sign. It is a powerful tool for the enterprise to participate in the competition campaign in the international market, and it plays a decisive function in the sales of the products. This means the brand name has commercial character. It is of cultural sign. The brand name itself includes plentiful cultural connotation. Therefore, the brand name translation involves not only bilingual communication, but also bicultural communication. With the increasingly strengthened importance of brand name translation, it is necessary for us to sort out some theory that is applicable to the brand name translation practice, which proves viable and effective. Then the cultural connotation of the brand name could be transferred, and the commercial effect of the brand name could be achieved as well.The author of this thesis applies the relevance theory to brand name translation, and testifies its feasibility and effectiveness.The thesis consists of an introduction, body (four chapters) and conclusion:The paper starts with an introduction, in which the author sets forth the necessity for us to sort out one suitable theory to guide the brand name translation introduces the purpose and value of this thesis, the theory employed and research methods used in this thesis, and the basic line and logical structure of this thesis.Chapter 1, the author gives a brief introduction to the brand name and brand name translation.