The English-Chinese Translation of Brand Names in Light of Consumer Psychology

Abstract: Translation as a way of communication non only trans marks languages but as well as transplants cultural information. Thus, denounce allude translation as other translation is a form of cross-cultural communication and is influenced by various cultural factors. This story tries to explore the methods of English-Chinese brand name translation in fairylike of the features of Chinese consumer psychology.

Key words: brand names; Chinese consumer psychology; translation; methods gatewayNowadays, brand plays a more chief(prenominal) role in the economic life in mainland China and it affects people?s life from every aspect. Consequently, how to properly construe those brand names of imported commodities has become a mixer focus and is strategically important for those multinational corporations that want to pull through there.

Brand name translation is a persuasive communication. It is the circumscribed tool marketers use to persuade consumers to act in a desired way. It is a bridge between marketers and consumers, and between consumers and their kindly culture environment. Therefore, to translate foreign brand names into Chinese, translators not only have to associate it with the characteristics and customs of Chinese, but also conform and cater to the pursuit of Chinese consumers psychology.

I. Brief Introduction of Brand and Brand NameBrand is a commercial term.



It is a name, star sign symbol or some combination used to range the products of one firm and to differentiate them from competitive offerings. The ingredients in a brand constitute the product itself, the packaging, the brand name, the promotion, the advertising and the overall. The brand is therefore a synthesis of all these elements, physical, aesthetic, rational and emotional. Essentially, the fire result must be not only curb but also differentiate from the brands of other competitors.

Generally, brand consists of devil parts: the literal name, which can be pronounced, and the graphic design, which is ordinarily the body...

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