E-C Translation Of Brand Names In Perspective Of Reception Theory

With the globalization of economy and ever-increasing exchanges between China and Western countries, translation of brand names is of great significance. Therefore, people have come to realize the importance of good brand names and their appropriate translation in the process of promoting sales and developing the international market.A good brand name translation may bring an enterprise a great success, whereas a bad one may let it suffer a great loss. Therefore, an enterprise's future is closely linked with brand name translation. A successful translated brand name usually retains aesthetic sense and effect involved in it. It requires that the brand name itself should be an aesthetic work that is attractive. In the practice of translation, a translator should make every effort to reproduce the beauty in the original English advertisements. In this sense, the translation of English brand names is a kind of art.Under the guidance of Aesthetics of Reception, the thesis makes a relatively systematic study and exploration of brand name translation. This research tries to free itself from the bondage of traditional translation theory, and provide a new angle which is receptor-centered to guide translation principles, techniques in brand name translation, referring to the improvement of brand name and effects, for the sake of facilitating translation and building good brand images for enterprises.The thesis consists of five chapters. In Chapter 1, the thesis states the significance of the research. In Chapter 2, the author briefly introduces the basic knowledge of brand and brand names including their definitions, formation, classification, characteristics and problems in E-C translation of brand names. In Chapter 3 the author mainly explains the theoretical framework derived from Reception Theory. Chapter 4 analyzes aesthetic elements in translated brand names and Chapter 5 makes a conclusion of the thesis.