A Study Of Localized Translation In Trade Name Of Foreign Commodity From The Perspective Of Text Analysis Theory

With the continuous advancement of economic globalization,multinational corporations have frequent activities on a global scale.Meanwhile,the concept of localization comes followed by it.Localization is considered to be the process of adapting a product or service to meet different market needs.Newmark's Text Analysis Theory argues that the type of text affects the choice of translation method.Trade name,as a special text type,is regarded as one of the cultural symbols of enterprises which plays an important role in global business activities.Under the guidance of text analysis theory,this study analyzes the factors of localized translation in trade names by using literature analysis,typical investigation,corpus-based analysis,and induction and deduction methods with the collected Chinese trade names of foreign commodities,and then proposes strategies and methods for localized translation in trade names.Product characteristics,enterprise culture,talent localization and the value orientation,historical background and laws and regulations in the social cultural norms are reported important factors affecting the localized translation in trademark names.According to these factors,this study then investigates the specific translation strategy and methods of some trade names in the context of cultural equivalence,cultural conflict and cultural taboos.The author finds that"Transcreation"can be used as a translation strategy to guide the localized translation of trade names.Translators may choose different translation methods according to different degrees of cultural differences,such as transliteration,literal translation,communicative translation,replacement,addition,adaptation,omission.By referring to the method of interdisciplinary research,the author investigates the localization of trade name translation,which is not involved in other studies related to localization or trade name translation.It enriches the research of localized translation and provides specific strategies and methods for localized translation in trade name.