A Study Of English-Chinese Translation Of Brand Names From The Perspective Of Translation Aesthetics

Nowadays, with the deepening of economic globalization and the further opening of Chinese market to the outside world, a large number of domestic goods begin to export to all over the world. At the same time, lots of foreign products are imported to Chinese market. Under the circumstances, the English-Chinese translation of brand names for foreign products is becoming increasingly important in order to promote sales. The producers are paying much attention to promote the sale of products by using language strategies.This thesis mainly studies the application of Translation Aesthetics in brand name translation. Based on this theory, the author analyzes how to understand the aesthetic features and connotations of brand names from the perspective of aesthetics. The thesis also expounds the application of Translation Aesthetics to the specific brand name translation with many examples, so as to achieve the goal of successful appealing to consumers. This article attempts to elaborate how to apply this new translation theory (Translation Aesthetics) to the English-Chinese translation of brand names. The aim is to achieve aesthetic equivalence, which is a new finding of the author. Meanwhile, the author summarizes some general aesthetic problems and obstacles in brand name translation, and then proposes corresponding solutions to them. The main innovation of this thesis is to apply the theory of literary translation, especially the poetry translation, to the concrete life. This application broadens Translation Aesthetics to the business world. It has positive effect on the development of the new theory. In addition, the thesis not only analyzes the examples of successful brand name translation, but also interprets some instances of failure. The purpose is to explore more aesthetic methods for brand name translation. In this way can it help to improve the recent translation level of brand names.At first, the thesis explains the definition, classifications and functions of brand names. It emphasizes the aesthetic characteristics of brand names and the aesthetic feeling that they bring to customers.Then, the author puts forward that the Translation Aesthetics is to research and discuss the aesthetic issues of interlingual conversion by using the knowledge of aesthetics and modern linguistics. From this perspective, the English-Chinese translation of brand names is a kind of aesthetic activity that the translators translate English brand names to Chinese brand names through their aesthetic consciousness. The theoretical guidance comes from the combination of Xu Yuanchong and Liu Miqing’s Translation Aesthetic theories. The combination makes up the deficiencies of traditional translation theories to some extent. It provides a new theoretical basis and support for brand name translation.In the body of this thesis, the author focuses on the outstanding manifestation and application of Translation Aesthetics in brand name translation through a large number of examples. The writer also analyzes a variety of aesthetic factors that cause errors in translation. These factors include consumers’aesthetic psychology and traditional cultural elements and so on. All of these demonstrate the guiding meaning of Translation Aesthetics to brand name translation. Moreover, the author separately elaborates on different roles and special functions that the translation aesthetic subject and object play in brand name translation. From this analysis, the thesis finds that the target consumers are the potential and leading aesthetic subject in translation. The author also discusses some guiding principles and new methods to guide the English-Chinese translation of brand names, such as method of aesthetic compensation and integrating translation. They are conducive to the studies of brand name translation in the near future.The Translation Aesthetics expounds the Chinese translation theory system from the perspective of aesthetics. Translation Aesthetics, Translation Linguistics and Translation Culture constitute the tripartite confrontation of the structure of the Chinese translation theory system. The guidance of Translation Aesthetics to brand name translation has great practical value and far-reaching significance. Although this thesis still has many shortcomings, it can provide a new perspective for the future research.