Character Selection In Chinese Transliteration Of English Brand Names From The Perspective Of Memetics

With the strengthening of international communication, more and more foreignbrands enter to Chinese market. Brand name is the representative of the product imageand a symbol of brand quality. Therefore, how to well translate foreign brand name soas to have a strong market potential is of great significance. Transliteration, as amethod of translating the sound to replace the meaning is popular and dominant intranslation of foreign brand names. In recent years, although scholars have devotedmuch effort to the research of transliteration norms, the phenomenon of nonstandardtransliteration of English brand names still appears. It is imperative to standardize thetransliterated names of English brand.Memetics is a new theory for explaining cultural evolution based on Darwinianevolution which brings visions and inspirations to transliteration, especiallysignificant for cross-linguistic and cultural translation of English brand name. Withexploring the examples of transliterated names of English brand, the research appliesHeylighen’s meme selection theory and selection criteria to reveal and describe thecharacter selection in Chinese transliteration of English brand names.The research suggests that the main reasons for affecting the Chinesetransliteration of English brand names embody in polyphones and polysemycharacters and the unique features of brand cultures, which cause the problems incharacter transcription and character selection. In addition, features of Chinesecharacters and the unique Chinese culture also determine the innate inadequacy inChinese transliteration. Then by the means of the analysis of Chinese transliteratedmemes of English brand names based on Heylighen’s meme selection theory andselection criteria, the research has found that a strong Chinese transliterated meme of English brand name should abide by five principles in Chinese transliteration ofEnglish brand names: principles of simplicity, unity, association, relevance and theintegration of free translation and transliteration. Thus only by following theprinciples of Chinese transliteration of English brand names will it be possible for thetransliterated version to be accepted by customers in China and promote thereputation of brand.