On The Translation Of Brand Name From English To Chinese From The Perspective Of Sociosemiotics

Since the reform and opening up, more and more foreign brands have beenflowing into China. In order to make them popular, the first thing to do is spread theirbrands through translation. Translation of English brand names is intended mainly tohelp transmit product information and cultural connotation. Wei I-translated brandspossess magical power, for they are capable of popularizing advertised products, thuscontributi’ng to peoples rich and colorful life. Clearly, a study of translation ofEnglish brand names is of much practical value.On the basis of Socio-semiotics, this thesis analyzes the components and featuresof English brand names，meanwhile it states the importance of translation of Englishbrand names and emphasizes the existing problems. In view of the problems intranslation of English brand names, the author proposes Socio-semiotics as a properguide to it and proves the effectiveness of "correspondence in meaning and similarityi"n function as its principles. Also，the author verifies such strategies as transliteration,literal translation and liberal translation for translation of English brand names intoChinese by analyzing plenty of typical examples. Afterwards, the author offerstentative suggestions for its improvement. In the concluding part, the author presentsthe findings of the study and points out its limitations and future research aspects.This study is intended to help translators improve their translation of Englishbrand names into Chinese.