文化差异下宝洁公司品牌的汉译

毕业论文专用纸

1. Thinking Modes............................................................................................. 7 2. Language Customs ........................................................................................ 7 3. Values ............................................................................................................ 7 C. Cultural Differences and Brand Name Translation ............................................ 8 IV. The Influence of Sino-American Cultural Differences on P&G Brand Name Translation ..................................................................................................................... 9 A. The Influence of Thinking Modes ...................................................................... 9 B. The Influence of Language Customs .................................................................. 9 C. The Influence of Values .................................................................................... 10 Conclusion ................................................................................................................... 12 References ................................................................................................................... 13

毕业论文专用纸

A Study on Chinese Translation of P&G Brand Names under Sino-American Cultural Differences

Abstract

In the era of economic globalization, the international trade is expanding with a rapid speed, and a great number of foreign brands have been swarming into Chinese market. However, there exist many differences between China and the West. Thus, those foreign brands must be renamed corresponding to Chinese culture. The quality of foreign brands’ translation decides whether they can enter and occupy Chinese market. As a typical representative of foreign corporations, P&G occupies a large proportion of Chinese commodity market. Its success inspires many businessmen to dig into the answer to its success which is not only a marketing strategy, but also an appropriate Chinese translation of its brand names.

In this paper, the history of P&G and a brief overview of the category of P&G brands are introduced at first. Meanwhile, the author gives the definition and strategies of brand name translation. Furthermore, the paper probes into the relations between culture and brand name translation by analyzing Sino-American cultural differences from the perspectives of thinking modes, language customs and values. By using specific examples of P&G brands, the author studies cultural elements which affect translation so as to explore how to utilize local culture to translate foreign brands.

Key Words：cultural differences; P&G company; brand names; E-C translation

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毕业论文专用纸

中美文化差异下宝洁公司旗下品牌的汉译

摘 要

在经济全球化的时代，国际贸易快速发展，大量外国品牌涌入中国市场。由于文化差异的影响，这些外国品牌需要汉译成符合中国文化的品牌名。品牌译名的好坏决定了其是否能进入并占据中国市场。宝洁公司作为外国品牌的成功典型，占据中国大部分日用品消费市场，具有极大的影响力。究其原因，不仅是因为宝洁公司成功的营销策略，更是因为其恰当的品牌汉译。

在本篇论文中，作者简单介绍了宝洁公司的发展以及其品牌的种类，品牌翻译的定义和策略，进而从思维模式、语言习惯和价值观念三方面探究了中美文化的差异以及这种差异对宝洁公司旗下品牌汉译的影响。从中美文化差异的角度下，探究文化与品牌翻译的关系，以及在翻译过程中可能遇到的文化差异问题。同时结合宝洁公司旗下典型品牌汉译的实例，分析其品牌翻译时所考虑的文化因素，探究如何运用本土文化因素进行外来品牌翻译的翻译策略。

关键词：文化差异；宝洁公司；品牌；汉译

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毕业论文专用纸

A Study on Chinese Translation of P&G Brand Names under Sino-American Cultural Differences

Introduction

Since the policy of reform and opening was implemented, the communication between China and the world has become increasingly frequent, including economy, politics, culture, etc. More and more foreign brands have been swarming into Chinese market. To compete in the Chinese market, various countries have spared their efforts to establish a good image for their products. A good image includes not only excellent quality and exquisite package, but also a resounding Chinese brand name.

But brand name translation is not only a language translation, but a cultural translation. Procter & Gamble is an American company, so its company culture is the epitome of American culture. However, there exist many differences between American culture and Chinese culture. China has a long history while the United States is relatively young. Thus, China is different from the United States in knowledge, morality, laws, customs and so on.

When translating brand names, five main strategies are widely used. They are transliteration, paraphrase, complementary translation, innovative translation and partial or no translation (关国才, 2012: 32). Only when words are applied in their corresponding culture can they be meaningful. So under cultural differences, brand name translation should not only keep the original essence, but also cater to target consumers’ demands.

The above analysis tells that even the slightest mistake of P&G brand name translation will cause people’s resentment. In this paper, the author introduces the history of P&G and has a brief overview of the category of P&G brands at first. Meanwhile, the author gives the definition and strategies of brand name translation. Furthermore, the paper probes into the relations between culture and brand name translation by analyzing Sino-American cultural differences from the

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