Culture Default And Reconstruction In C-E Brand Name Translation From The Perspective Of Aesthetic Empathy

Economic globalization brings a variety of brands into the international stage. The brandname is of supreme importance to those corporations which wish to enhance the accessibility oftheir products to a broader market. Brand name gives consumers the first impression, and its artappeal lies in its emotional and inspiring content. In the international market full of productsexchanges, the brand names are endowed with rich cultural connotations. So meeting theaesthetic requirements of consumers can give the best interpretation of brand names on the basisof the aesthetics. However, the brand names translation process often pose difficulties forcross-language and cross-cultural exchanges, which result in loss of their brand names’ appeal.Translation theory and aesthetics are combined together, showing irresistible charm of theaesthetics. Language is the means of transmitting culture. Translation is not only the conversionof languages but also the collision between cultures. They are responsible to lift the shackles ofculture, the burden of integration in western culture. Because of drastic differences in lexicon,culture image, culture background and aesthetic view between eastern and western cultures, theconsumers will meet difficulties in understanding the brand names without adequate backgroundinformation. Reconstructing the ideorealm and sweeping the barriers in understanding are theprerequisite to reproducing the cultural connotations of the brand names. When facing thephenomenon of culture default, the translator should exert his subjectivity on the original brandname and show empathy for the consumers and adopt the aesthetic principles. They should alsomake use of the existing translation theory to implant the meaning of the brands into the hearts ofconsumers, finally to achieve resonance. Empathy is an aesthetic idea on the operation of thelaws of psychology interpretation. This paper will introduce aesthetic empathy to the translationof brand name based on theoretical and prescriptive analysis to explore problems of existingbrand names translation. The paper is also designed to prove that the aesthetic empathy theorycontributes to break cultural barriers and make the translated brand names cater to thepsychology of the consumers. At the same time, the paper proposes two reconstruction strategiesso as to improve the capacity of the translator’s aesthetic empathy capacity.