| Meaning is the kernel issue of translation, and the nature of translation is the corresponding transference of meaning from one language to another. The thesis is intended for the study of brand name translation from English to Chinese under the guidance of sociosemiotic approach. And the thesis also reveals the development of sociosemiotics and its application in the practice of brand name translation .The use of brand name and the trade exchange directly leads to the question of brand name translation, and it has long been regarded as a challenging task due to the phonological or lexical translation between a source and target language. The barrier in brand name translation exists as long as linguistic and cultural differences exist. The result of the research shows that linguistically brand name translation is a special kind of language phenomenon. Although brand names are concise and compact in form, they are rich in connotation. So the conclusion is that bilingual translation is in fact a kind of transfer of culture from source language to target language.Sociosemiotics, the study of science of sign systems in the context of society.As Nida put in Language and Culture, "The most pervasive and crucial contribution to an understanding of translation is to be found in sociosemiotics, the discipline that treats all the systems of signs used by human societies."(2001)Sociosemiotic approach sees translating as the message transition between two semiotic systems. which takes both the language user and the outside world into sign process, and it extends the study from the mere linguistic field to the human society in brand name translation.What's more, the approach reveals the dialectical relationship between the translatability and its limit: translators are bound to be confined to the various sociocultural settings, they cannot reach the absolute faithfulness, with the development of cultural exchanges and the assimilation of diverse cultures, the obstruction of the sign transmission decreases gradually, but will never vanish. |
