On Translation Of Chinese Clothes Brand Names From The Perspective Of Linguistic Adaptation Theory

With the acceleration of globalization,all kinds of brand products provide consumers with more choice.Brand name translation is regarded as the first step to open up the market and is really worth great attention.Clothing industry plays quite an important role in economic development.Therefore,it is obvious that C-E translation of clothes brand names has the practical significance.In academia,brand name translation has always been a hot spot in the field of translation.Many experts and scholars have studied on the brand name translation from different perspective.But some problems still exist in depth and breadth.And the researches are even few on clothes brand names translation.However,brand names translation is a complex process,so we should take various factors into consideration.The thesis mainly discusses how to apply Linguistic Adaptation Theory to guide C-E translation of clothes brand names and what adaptive factors to be taken into account for communication needs in translation.By quantitative study and qualitative analysis of 65 brand names,firstly the author proposes a model tentatively within the framework of Linguistic Adaptation Theory.To reduce the subjectivity,from the perspective of the respondents,the author carries out a survey in the form of the questionnaire so as to testify the feasibility of the hypothetical adaptive factors.It is concluded that Linguistic Adaptation Theory is applicable to guide C-E translation of clothes brand names.As for the adaptive factors,in the structure objects of target language,the translator should adapt to the phonetic,morphological and semantic level.They can be concluded as follows:phonetically,the clothes brand names should choose the characters with vowels in order to make the names easy to read and sweet to ears;morphologically,the clothes brand names had better contain two or three syllables frequently used in Modern English,so that the names are simple and short in form and easy for consumers to recognize and memorize them.Semantically,the clothes brand names had better choose the words or phrases full of meaningful,informational and favorable associations.In the contextual correlates,the translator should adapt to the factors:characteristics of products,target consumers and society of the target market.Some clothes brand names showing the features and functions of the products are adaptive to physical world;according to the gender,age,and recognition,especially the mental world of the customer,some clothes brand names are adaptive to the mental world;according to different cultural background,customs and habits and different values,some clothes brand names are adaptive to the social world.All in all,the model of C-E Translation of clothes brand names within the Framework of Adaptation Theory is reasonable and comprehensive.Additionally,Adaptation Theory not only provides a new perspective for the translation of clothing brand names but also valuable references for brand names translation of other kinds of products.