An Inquiry Into Brand Name Translation From The Perspective Of Cultural Adaption

As a significant component of advertisement, brand name is endowed with rich cultural connotation and plays a crucially important role in social life. Cultivating well-known brands has become the core for enterprises to seize marketplaces and build good images. It is practical but urgent for translators to be committed to the study on brand name translation.This thesis aims at inquiring into the significant impact of cultural elements on brand name translation, expounding related theories and their guiding instruction on translating practice. In the light of the Theory of Adaption, this paper inquires into the vital significance of cultural adaption in brand name translation. In this thesis, the cultural characteristics and elementary functions of brand names are introduced. A large part of this paper is devoted to the concrete operating mechanism of the dynamic cultural adaption in brand name translation in a holistic style, namely, its prerequisite, its model, its essence, and its manifestation. Subsequently, this thesis inquires into cultural adaption in brand name translation from the perspective of cross-cultural communication, pointing out that brand name translation is in nature a cross-cultural communication activity. A conclusion can be drawn that effective application of cultural adaption to brand name translation is the condition of successful cross-cultural communication, and the essential means to achieve good translations.