The Translation Of English Brand Names Under The Guidance Of Phonological Iconicity Theory

People have their names,and so do goods.Human beings comprehend the essence of things through the names of them.With the increasing globalization of the world market and the deeper implementation of China's policy of reform and opening up,China's consumer market maintains a fast and steady growth trend.More and more international brands are entering the Chinese market,which makes people's life more convenient.The international brands that Chinese people are familiar with are growing healthily in the soil of exotic culture and become the benchmark of the industry.These successful brands not only have excellent quality and perfect service,but also possess great brand image.In order to have a certain share in the Chinese market,translators have to emphasize on the brand name translation.If the English brand names can meet the aesthetic taste of Chinese consumers in the process of Chinese translation,it can effectively help foreign brands complete their local landing in China.Brand names contain certain cultural characteristics in different countries and social periods.The translation of brand names is not only a transformation between two texts,but also a marvelous cultural collision between two different cultures.The purpose of naming a product is to sell the product to the customers,and the task of the brand name translation is to create the right name to promote sale.When translating a brand name,a translator should not only express the meaning of the original brand name effectively,but also make the translation more acceptable to Chinese customers in content and form.According to the phonological iconicity of language,there is an inevitable connection between the form and the meaning of language.Under the guidance of phonological iconicity theory,I mainly study the vowel consonant collocation,stress,pronunciation mouth type,and the size and length of sound.I explored how to keep the original connection between sound and meaning based on the research of connection between sound and meaning of brand names.On this basis,I further explored the influence of the phonetic composition of brand name on consumer psychology to provide reference for marketing.