Semantic Motivation And Communication Effect Of Newly-coined English Equivalent Of Chinese Brands

This paper focuses on the advantages, word-formation motivations, communication effects and translation methods of the newly-coined English equivalents of Chinese brands. This paper illustrates the advantages of Newly-coined English equivalents of Chinese brands from the perspectives of feature, culture and economy. And it also expounds the motivations of word-formation, including sound, shape, meaning, cognition, culture, and marketing. Some domestic trademarks are taken as examples to analyze the communication effects of the newly-coined English equivalents of Chinese brands. Some basic methods of translations are listed in this paper, such- as transliteration, free translation and the combination of transliteration and free translation. At the end of paper, it analyzes the different cases of newly-coined English equivalents of Chinese brands in light of semantic motivation, communication effect, and translation methods, and it proposes some problems and prospects in Chinese brand translation as well.