Cultural Default And Compensation In Brand Name Translation

This thesis intends to probe into the phenomenon of cultural default in brand name translation from culture perspective. It is proposed that making cultural compensation to brand name in the process of translation is an effective way to keep its original function of that brand name in target language.The basic notions of brand and culture are elaborated first and their relationship is analyzed successively. A brand name not only conveys basic information of product but also unconsciously reflects the cultural characteristics in which the product is made. Brand names from different cultural backgrounds mirror different cultural values.Cultural default in brand name translation is brought about as two cultures encounter. Owing to the differences between cultural connotation and cultural presupposition, the same denotation in different cultures may lead to different associative meanings. The conception, categorization and causes of cultural default in brand name translation are the key points of this thesis.Aiming at solving the problem of cultural default in brand name translation, cultural compensation is put forward, including cultural duplication, cultural addition, cultural deletion and cultural substitution. Cultural compensation is an effective way to conform to brand name function, convey favorable association and cater to consumers'taste.