畢業(yè)論文：Analysis of The Translation of Brands from Xu Yuanchong’s“Three Beauty” T

Analysis of The Translation of Brands from *u Yuanchong’s “Three Beauty” Theory
Abstract
Brand is a special kind of language sign. It is a core of commodity culture and a powerful weapon for an enterprise to participate in international competition. It is not only a logo but also a lure and the final goal of which is to attract customers and sell commodities. The translation of brand must conform to the conception of semiology. It is the process from decoding to coding and the process of communication between different cultures. That is to say, brand translation is the transplantation of two kinds of cultures. A good translation may bring an enterprise hug
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slations is because of brands’ characteristics. Translators should try to make brand translation conform to the characteristics so it can play a great role in marketing. This paper analyzes the translation of brand names based on *u Yuanchong’s “Three Beauty” theory. The purpose is to find out some better translating strategies for brand translation .

“Three Beauty” Theory
*u Yuanchong is a great translator. He has come up with many creative translation theory, especially his “Three Beauty” Theory, namely beauty in meaning, beauty in sound, and beauty in form. This theory has a far-reaching influence on contemporary translation study. The “Three Beauty” theory origins from a sentence of Lu *un’s famous article, From Word to Article.
“……邃具三美：意美以感心，一也；音美以感耳，二也；形美以感目，三也�！�
And *u Yuanchong puts “three beauty” as translation criteria. Then he e*plains the relationships about “three beauty”. He says that beauty in meaning is the most important aspect, beauty in sound is the second one, and beauty in form is the third one. That is to say, when translators translate, they should try to achieve beauty in meaning, beauty in sound, and beauty in form at the same time. If they cannot make it, they can achieve beauty in meaning and beauty in sound, not beauty in form. *u holds the idea that a best translation is that it can deliver the deep meaning, and to fulfill it, he puts forward a principle, namely “keep the meaning and forget the form”. Besides, *u writes a poem to support his principle.
譯可譯，非常譯。
忘其形，得其意。
得意，理解之始；
忘形，表達(dá)之母。
故應(yīng)得意，以求其同；
故可忘形，以存其意。
兩者同出，異名同理。
得意忘形，求同存異，
翻譯之道。
The “Three Beauty” theory is originally used to translate literatures, especially the poems. *u Yuanchong has translated plentiful poems with his great linguistic skills and self-cultivation. As a translation criterion, “Three Beauty” can be used to translate many different kinds of literatures, therefore, many translators tends to apply it into brand translation.
As far as I am concerned, however, when we translate brands, the most significant aspect is the beauty of sound, and the second and the third are beauty of form and beauty of meaning. Good quality obviously is the first reason that commodity can help the salesmen e ……（未完，全文共16431字，當(dāng)前僅顯示2956字，請閱讀下面提示信息。收藏《畢業(yè)論文：Analysis of The Translation of Brands from *u Yuanchong’s“Three Beauty” T》）