A Study of E-C Translation of International Brand Names from the Perspective of Linguistic Relativity

Abstract

Nowadays, more and more brands are eager to open overseas markets with the development of economic globalization and the increase of international trade. As the important marketing means and cultural carrier, an appropriate translation of brand name plays an important role in the transmission of brand concept and the expansion of sales. Brand name translation should not only try to convey the accurate information and cultural connotation of the brand itself but also fully consider the cultural context and consumer psychology of the target country, to achieve the effect of unity of form and spirit. From the perspective of “linguistic relativity” by Benjamin Lee Whorf, this paper selects several famous brand names as examples and analyzes the factors of information, language, aesthetics and cultural taboos that influence brand name translation. Some translation methods for brand name are also provided, including transliteration, literal translation, free translation, the combination of sound and meaning, creative translation, and zero translation.