On Trademark Translation From The Perspective Of Adaptation Theory

The further opening-up of China and the consequent increase of foreign business activities have brought about a more diversified economic life for the Chinese people. As an increasing number of China-made products have been exported and foreign-made products have been imported, to get a better, adequate and acceptable translated trademark has become increasingly important in promoting products.This thesis attempts to analyze how the adaptation theory can be applied to trademark translation to achieve the equivalent effect, and also to analyze how the pragmatic failure arises in trademark translation. The originality of the present paper is to study trademark translation in the light of adaptation theory. The author employs adaptation theory (a new approach of pragmatics) to realize pragmatic equivalent effect and puts forward some modes of adaptation in trademark translation. By doing so, the author aims at applying adaptation theory to the trademark translation to avoid pragmatic failure and exploring a suitable translation method to improve the current trademark translation.The present thesis, apart from introduction and conclusion, is divided into three chapters and organized in the following way.Chapter One is introduction to the history of trademark translation and the aim of the present study.Chapter Two serves as a general introduction to trademark. Definition, classification, characteristics and pragmatic functions are discussed.Chapter Three explains the theoretical framework adopted in this thesis, i.e. adaptation theory and pragmatic translation. Pragmatic translation is a kind of equivalent effect translation, which can overcome the inadequacy of the traditional translation. Sociopragmatic equivalent effect can be achieved by adaptation approach.Chapter Four analyzes how to connect adaptation theory with trademark translation. Various factors are considered in the process of trademark translation, especially those which lead to pragmatic failures. In this chapter we also discuss principles and methods employed in trademark translation. Furthermore, in this chapter, the author continues to explore the limitations of the traditional methods. And further discussion is that adaptation theory in pragmatics is of guiding significance in trademark translation.Chapter Five is the conclusion of this thesis.At the end of the thesis, the author points out that the tendency of the Chinese trademark translation is internationalization. In the tendency, Englishization is the primary method of entering the international market for Chinese trademarks.