Author(s)

Xiufen Cui

Corresponding Author

Xiufen Cui

Abstract

The translation of brand names is a process of transferring the memes of foreign cultures to local consumers through language. From the perspective of memetics, brand name translation can be seen as a process of meme reproduction and transmission through language. Meme is the basic unit of culture, which can survive through reproduction and dissemination. The quality of brand name translation is very important. As a special language, the translation of brand names is the result of cross-language, cross-cultural reproduction and dissemination of brand name translation modules. The establishment of a successful brand translation meme is a successful process of brand translation. Guided by memetics, this paper summarizes the principles of successful translation of Chinese brand memes by analyzing the translation of Chinese brands such as translation, free translation, subtraction and addition, and provides more enlightenment for the study of brand translation.

Keywords

Memetics translation theory, Chinese brand, translation methods