Imitation and Creation:Translation of Brand Names
Xiaojing Chen · Journal of Huaihai Institute of Technology · 2008
As a brand name has multiple attributes,value and functions,the criterion and principles of its translation should be multi-dimensional and complementary.This paper proposes that the principle of Optimal Relevance should be followed in the process of translation to guide effectively the translation of brand names,since the current translation fails to display their multiple attributes.To be concrete,the strategies of brand-name translation should be a combination of imitation and creation.Various translation methods could also be employed in order to achieve a comprehensive effect,i.e.the best advertising effect on the basis of dynamic optimization.