The Study On Translation Strategies Of English Brands Under Cultural Schema Theory

With the accelerated development of globalization,the exchange of goods in the world has become more and more frequently.The rise of the Chinese market has led many foreign companies discover business opportunities,and there are many companies want to enter the Chinese market.There are fundamental differences among different languages and cultures,so that products from different cultural backgrounds make appropriate adjustments to adapt to the new environment.As the part of the product,the brand name is also one of the parts that need to be adjusted.Therefore,many scholars at home and abroad began to pay attention to research on brand name translation.In the current research on brand translation,scholars pay lots of attention to text selection and literality.,the brand meaning and and the tone.There is still a small number of cultural concerns behind different brands.This article will study the Chinese translation strategies of English brands from the perspective of cultural schema theory.Through the summary,there are still several major problems in English brand translation: First of all,when translating English brands,it is easy to overlook cultural differences,however,different brands create with specific cultures.Secondly,the brand translation does not conform to the market positioning.There is a wide range of products in the market,Some brand translations do not highlight the product's characteristics and product features,so that consumers cannot understand product performance through the brand name.Finally,some English brand translations do not determine the psychological orientation of consumers.Before translating,the translator does not analyze consumer demand of products,preferences,and other psychological information,The translator only translates the brand name in phonetic and semantic,as a result,the sales of the product are depressed.This paper takes the above problems as the premise,analyzing and summarizing the research status of cultural schema theory and research status of brand translation.This paper puts forward the translation methods under the cultural schema theory to solve the problems,such as literal translation,transliteration,combination of transliteration and literal translation.This article adopts three analysis methods,namely literature analysis method,case study method and comparative research method.The content of this article is divided into six chapters.The first chapter is the introduction part.It mainly introduces the research background,research purpose,research significance and literature review of this article.The second chapter is the study of cultural schema theory and Chinese translation of English brands.The current status of development,the third chapter is about the significance of translation of English brands under the theory of cultural schemata and the existing problems of Chinese translation of English brands.Chapter four mainly proposes the strategy of Chinese translation of English brands under the cultural schema theory.Wrote the enlightenment from the study of English translation of English brands under the theory of cultural schemata.This article is based on the theory of cultural schemata to investigate and research the translation strategies of English brands.At the current stage of research,the theory of cultural schema still belongs to a relatively new theory,and the theory has guiding significance for brand translation.The inadequacy of this article is that the cases are relatively concentrated,and there is a limited gap in the English level of individual cases.