A Study Of Alcoholic Drink Brand Name Translation From The Perspective Of Communication

As an important part of application style translation, brand name translation is a good way to foster good image and enhance the competitiveness when a brand enters the international market. It is necessary to look for better brand name translation methods. Alcoholic drinks, as one of the daily necessities, are important parts of the international trade. The translation quality of the brand names greatly affects their sales in the international market. It can be a representative of other kinds of commodities. That's the reason why this study chooses alcoholic drinks as the research subject. The researches on brand name translation at home and abroad in recent years are mostly under the guidance of linguistics and translation theories, neglecting the communication characteristics of its nature. In connection with the current research situation, this study investigates and classifies the translation methods in the current alcoholic drink brand name translation between Chinese and English and analyzes them from the Information System Theory of communication. At last, the translation methods and strategies of brand names from the perspective of communication are presented. The purpose of this study is to discuss the directive function of communication on brand name translation in the global market and find the brand name translation methods and strategies under the guidance of communication.Two types of alcoholic drink brand names both in English and Chinese are collected:The English names of foreign alcoholic drink brand names and their Chinese versions and Chinese alcoholic drink brand names and their English versions. From the perspective of communication, the study analyzes the data and finds the results:(1) In current market, most of alcoholic drink band name translations focus on the similarities in pronunciation. (2) From the perspective of Information System Theory of communication, the factors such as information, noise, feedback and evaluation influence the application of translation method on alcoholic drink brand name translation greatly. (3) Alcoholic drink brand name translation should notice its communication function, using transliterative creation, combined translation, transliteration and literal translation methods.This dissertation firstly introduces the source of the research and analyzes the situation of the research. The research problem, research methods, and the purpose of the research are also presented. Then it introduces communication theory and its application in the translation as well as the research situations of brand name and brand name translation. After the literature review, the subject of study, research methods and the method of data collection are introduced. The main part of the study firstly analyses the translation methods used in the alcoholic drink brand name translation and then analyses factors influence the result from the perspective of communication and puts forward the translation methods this study advocates in alcoholic drink brand name translation. Finally, the summary of the study, the flaws of this study and the recommendation are presented.