A Study On Chinese Translation Of Foreigh Infant-child Brand Names From The Perspectives Of Skopostheorieand Marketing

With the acceleration of economic globalization process, the influx of exoticproducts into the domestic market from the world over, the infiltration of fancy brandsto myriads of families, brand names, standing out as one of the main brandconstituents, have become household vocabulary, if not daily necessities, affecting, inturn, the marketing strategies of more and more businesses that have come to beaware of the crucial role of brand name translation in achieving marketing purposes.This thesis intends to conduct a study on the Chinese brand name translation ofinfant-child products from the dual perspectives of Skopostheorie and marketing inorder to explore its principles and strategies that conform to their marketing purposes.Given the fact that Skopostheorie regards purpose as a priority in translationprinciples, the ultimate purpose of brand name translation is to facilitate acceptanceand recognition on the part of consumers in the business operation of sales promotion.In this regard, brand name translation is apparently inseparable from brandconstruction and marketing strategy, that is to say, the brand name translation shouldtake into account of its marketing strategy, which is also the case in the brand nametranslation of infants and children products. In this paper, the author surveys themarketable properties of infant-child product brand name translation and lands on fiveobjectives bearing on the marketing theory: distinction, information, aesthetics,memory and persuasion. Then, coupled with and based upon the analysis from theperspectives of the Skopostheorie, the author proposes four principles, namely, targetconsumer preferences, target consumer culture adaption, material product informationdissemination, and brand name imposition, serving as a guideline or rather the criteriain brand name translation of infant-child products. For the principles to work in thereal case scenario, the author devises through typical case studies of successfulmarketing effect five common translation strategies-transliteration, literal translation,the mix of transliteration and literal translation, zero translation and free translation.In translation practice of brand names, before choosing an appropriate translationalternative, translators need to investigate the target market, position consumers, and analyze target consumer mental and behavioral patterns, and select suitable translationstrategy. Regardless of whatever strategy is employed, it will be successful as long asit achieves the purpose of promoting marketing.Due to the limited brand names of infant-child products, it cannot be full detailed.It is hoped that the results of this research will shed light on enterprises andtranslators.