A Report On EC-Translation Of The Profile Of National Beverage And Its Brands

Studies on translation of brands focus on the translation of brand names instead of brand culture.This thesis,which is a report on the translation of the profile of National Beverage and its brands,explores how to translate brands and brand culture.This report introduces the background of the selected project,briefly reviews the current research status of brand translation at home and abroad,and explains the research methods ? qualitative analysis,quantitative analysis and combination of the two.It presents the process of the translation,which is divided into three stages which are described respectively.Through analysis of typical examples,the report proves and illustrates the main methods for translation of brand names,namely,transliteration,literal translation,transliteration-plus-literal-translation,and free translation.The author points out that flexible application of these major methods contributes to good translations of brand names.The report also explores and verifies three norms(being faithful and smooth;concise and easy to understand;strongly appealing)for translation of advertising slogans in the profile,emphasizing the effectiveness of their application.It also illustrates how to translate passive sentences and involved sentences.Finally,the author summarizes the main findings,limitations and further research aspects.This thesis is intended to let readers know major features of brands and major methods and norms and techniques for translation of brands.