Cult Turn EN 5 - Revision history

Li Shan: /* Conclusion */

2021-12-16T06:46:17Z

Conclusion

Li Shan: /* The Use of Good Images */

2021-12-16T06:34:40Z

The Use of Good Images

Li Shan: /* A Brief Analysis of the Translation of Some Brand Names Under Cultural Turn */

2021-12-16T06:32:01Z

A Brief Analysis of the Translation of Some Brand Names Under Cultural Turn

Li Shan: /* Literature Review on Cultural Turn Theory */

2021-12-16T06:29:11Z

Literature Review on Cultural Turn Theory

Huang Yiyan1: /* Conclusion */

2021-12-14T14:16:38Z

Conclusion

Huang Yiyan1: /* The Use of Good Images */

2021-12-14T14:08:43Z

The Use of Good Images

Huang Yiyan1: /* Literature Review on Cultural Turn Theory */

2021-12-14T14:06:07Z

Literature Review on Cultural Turn Theory

Huang Yiyan1: /* A Brief Analysis of the Translation of Some Brand Names Under Cultural Turn */

2021-12-14T14:04:48Z

A Brief Analysis of the Translation of Some Brand Names Under Cultural Turn

Huang Yiyan1: /* A Brief Analysis of the Translation of Some Brand Names Under Cultural Turn */

2021-12-14T14:03:27Z

A Brief Analysis of the Translation of Some Brand Names Under Cultural Turn

Huang Yiyan1: /* Literature Review on Cultural Turn Theory */

2021-12-14T13:43:46Z

Literature Review on Cultural Turn Theory

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 After the analysis of some failure cases of brand name translation, we may draw a brief conclusion about the causes that lead to their failure. Firstly, the failure lies in the misuse of improper images. Different culture has different cultural images. And the connotation that an image or object is endowed with may differ from country to country or culture to culture (Zhou Xiaobing, 1994: 18). Thus, great attention should be called when it comes to choose a name embodied with images. Secondly, the failure lies in the choice of words with ambiguous pronunciation. The words that share similar sounds with original characters may cause misunderstanding in another culture, since it could sound like another word that contains negative meaning. Thus, the desire to have links between original brand name and translated version could run counter to one's desire. Thirdly, the failure lies in the loss of cultural sense. Some name brands are taking on cultural elements that are confined in the source cultural context. But the translators merely frankly translate those names without a thought of conveying the deep-buried cultural meaning so that these brands fail to perform as well as expected. To avoid bad translations, the causes of them listed above deserve careful attention.
 == Conclusion ==
-Translation is not just a process that happens in the translator’s head. Readers decide to accept or reject translations (Lefevere, 2003: 5). Good translations keep the spirit without moving away from the letter. Bad translations render the letter without the spirit in a low and servile imitation. After a careful analysis of some brand name translations, the phrase “cultural turn” would be a great answer to the question of how to translate brand names. When we speak of “a culture” or “the receiving culture,” we would do well to remember that cultures are not monolithic entities, but that there is always a tension inside a culture between different groups, or individuals, who want to influence the evolution of that culture in the way they think best. Translations have been made with the intention of influencing the development of a culture (Lefevere, 2003: 8). That means more attention should be paid to the culture of the target language in the process of translation so as to gain expected response. In terms of brand name translation, cultural elements should be seriously taken into consideration. The constituent images and words should be carefully chosen and the pronunciation and implication of the names also need detailed examination in the context of targeted market. And it is easier to expand a new territory when a brand is shouldered local color.
+After a careful analysis of some brand name translations, the phrase “cultural turn” would be a great answer to the question of how to translate brand names. That means more attention should be paid to the culture of the target language in the process of translation so as to gain expected response. When we speak of “a culture” or “the receiving culture,” we would do well to remember that cultures are not monolithic entities, but that there is always a tension inside a culture between different groups, or individuals, who want to influence the evolution of that culture in the way they think best. Translations have been made with the intention of influencing the development of a culture (Lefevere, 2003: 8). Translation is not just a process that happens in the translator’s head. Readers decide to accept or reject translations (Lefevere, 2003: 5).That suggests that in brand name translation, cultural elements should be seriously taken into consideration, so as to fuifill the aim of attracting people's attention and then persuading them to consume. The constituent images and words of brand names should be carefully chosen and the pronunciation and implication of the names also need detailed examination in the context of targeted market. And it is easier to expand a new territory when a brand is shouldered local color.
 Besides the benefit it brings to the brand, cultural turn in brand name translation also boasts other significance. Firstly, more attention to the consumers’ culture is a manifestation of taking the target consumers into consideration, thus, bring them a sense of being cared about; secondly, translated brand names themselves can be seen as cultural elements, contributing to people’s acquaintance with and understanding of the culture of another community, thus good for mutual understanding and cultural communications; thirdly, it is significant to the development of multi-culturalism since every culture is precious treasure in the world treasure-house of intellect and heritage, while some culture has been long in the dominant position and continuously posing threat to other cultures due to the disparity of political and economic forces (Xie Tianzhen, 2006: 12). More concern about and consideration of the culture of another community is necessary to eliminate and prevent cultural hegemony and supremacy. From this point of view, cultural turn in brand name translation is of great significance.(written by--[[User:Li Shan|Li Shan]] ([[User talk:Li Shan|talk]]) 12:11, 13 December 2021 (UTC))
 == References ==

← Older revision		Revision as of 06:34, 16 December 2021
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	The full name of the brand BWM is Bayerische Motoren Werke, which is short of the car plant. To make a stride in Chinese market, the brand chose “宝马” as its Chinese name, which in reality builds up a very impressive image for the brand. “宝” means something beautiful and precious, equaling to rare jewelry or great fortune. “马” is a beloved animal, which used to be the top transport tool for ancient Chinese people and when seeing this image, people may think of the legend that excellent horses can run very far and at a high speed. The combination of the two words impresses the idea that the cars of their brand are very pretty in its design and outlook, and also boast a good performance and high proficiency.		The full name of the brand BWM is Bayerische Motoren Werke, which is short of the car plant. To make a stride in Chinese market, the brand chose “宝马” as its Chinese name, which in reality builds up a very impressive image for the brand. “宝” means something beautiful and precious, equaling to rare jewelry or great fortune. “马” is a beloved animal, which used to be the top transport tool for ancient Chinese people and when seeing this image, people may think of the legend that excellent horses can run very far and at a high speed. The combination of the two words impresses the idea that the cars of their brand are very pretty in its design and outlook, and also boast a good performance and high proficiency.
−
−	~~change "used to be" into "used to serve as"_corrected by--[[User:Huang Yiyan1\|Huang Yiyan1]] ([[User talk:Huang Yiyan1\|talk]]) 14:08, 14 December 2021 (UTC)~~

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 == A Brief Analysis of the Translation of Some Brand Names Under Cultural Turn ==
-Ever since the Industrial Revolution, commercialism rises up and all kinds of commodities appear one after another. The advances of economic globalization and cross-border transportation have also provided convenient access for foreign trade and business expansion. During the process of expansion, excellent brand names are for a certainty of great benefit to the brand’s further development.
+Ever since the Industrial Revolution, commercialism has sprung up and all kinds of commodities appear one after another. The advances of economic globalization and cross-border transportation have also provided convenient access for foreign trade and business expansion. During the process of expansion, excellent brand names are for a certainty of great benefit to the brand’s further development.
 === Excellent Cases of Brand Name Translation ===

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 === Literature Review on Cultural Turn Theory ===
 Translation is not merely confined to the source language and target language, but also a social and cultural activity. Cultural elements must be carefully considered during the translating process. Since people from different nations all live in the same global village, it is of necessity to have frequent exchanges. Against the barrier of the tower of Babel, translators play the role of ladders, functioning as the bridge of effective communication between different linguistic groups. Thus, translators are actually not translating the two languages, but traveling back and forth within the two cultures (Casagrande, 1954: 338).
 After the second World War, against the background of hegemony and anti-hegemony, frequent communications across continents and countries, culture and across-culture communication have attracted more and more attention in the field of academic studies (Zeng Wenxiong, 2006: 92). As the beating power of deconstruction has greatly influenced structuralism linguistics, the former dominant linguistic approach to translation studies was shaking. The studies of text structure and meta-language has surrendered to the studies of discourse and the process of translation, which has exactly deepened the research of the cultural information of the text. The latter half of the 20th century has seen the combination of post-modern critical theories and the theory of deconstruction, thus offering a new approach to analyze translation. Different from mainly centering on the text analysis, more attention has been paid to the consideration of social, historical and cultural background of the correspondent time period. While conducting translation studies and putting forward translation principles, the academic community thus shifted their focus from merely language itself to the culture side. Then sprung two kinds of trends, the cultural turn of translation and the translation turn of literature (Lv Jun, 2004: 55).

← Older revision		Revision as of 14:16, 14 December 2021
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	Besides the benefit it brings to the brand, cultural turn in brand name translation also boasts other significance. Firstly, more attention to the consumers’ culture is a manifestation of taking the target consumers into consideration, thus, bring them a sense of being cared about; secondly, translated brand names themselves can be seen as cultural elements, contributing to people’s acquaintance with and understanding of the culture of another community, thus good for mutual understanding and cultural communications; thirdly, it is significant to the development of multi-culturalism since every culture is precious treasure in the world treasure-house of intellect and heritage, while some culture has been long in the dominant position and continuously posing threat to other cultures due to the disparity of political and economic forces (Xie Tianzhen, 2006: 12). More concern about and consideration of the culture of another community is necessary to eliminate and prevent cultural hegemony and supremacy. From this point of view, cultural turn in brand name translation is of great significance.(written by--[[User:Li Shan\|Li Shan]] ([[User talk:Li Shan\|talk]]) 12:11, 13 December 2021 (UTC))		Besides the benefit it brings to the brand, cultural turn in brand name translation also boasts other significance. Firstly, more attention to the consumers’ culture is a manifestation of taking the target consumers into consideration, thus, bring them a sense of being cared about; secondly, translated brand names themselves can be seen as cultural elements, contributing to people’s acquaintance with and understanding of the culture of another community, thus good for mutual understanding and cultural communications; thirdly, it is significant to the development of multi-culturalism since every culture is precious treasure in the world treasure-house of intellect and heritage, while some culture has been long in the dominant position and continuously posing threat to other cultures due to the disparity of political and economic forces (Xie Tianzhen, 2006: 12). More concern about and consideration of the culture of another community is necessary to eliminate and prevent cultural hegemony and supremacy. From this point of view, cultural turn in brand name translation is of great significance.(written by--[[User:Li Shan\|Li Shan]] ([[User talk:Li Shan\|talk]]) 12:11, 13 December 2021 (UTC))
		+
		+	In my opinion,the first paragraph of conclusion part should be simpler or more concise.It is better to put the main idea in the first sentence._corrected by --[[User:Huang Yiyan1\|Huang Yiyan1]] ([[User talk:Huang Yiyan1\|talk]]) 14:16, 14 December 2021 (UTC)

	== References ==		== References ==

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 The full name of the brand BWM is Bayerische Motoren Werke, which is short of the car plant. To make a stride in Chinese market, the brand chose “宝马” as its Chinese name, which in reality builds up a very impressive image for the brand. “宝” means something beautiful and precious, equaling to rare jewelry or great fortune. “马” is a beloved animal, which used to be the top transport tool for ancient Chinese people and when seeing this image, people may think of the legend that excellent horses can run very far and at a high speed. The combination of the two words impresses the idea that the cars of their brand are very pretty in its design and outlook, and also boast a good performance and high proficiency.
 Land Rover = 路虎
 Rover is a luxury car brand. And the word rover originally refers to an ancient nation in North Europe, renowned for courageous deeds. In English, the brand name constructs the picture that its cars are the same as those pioneering people who dare to counteract with any threat above the sea. Obviously, its Chinese version has successfully reproduced its original meaning. Although its ideal choice in the very beginning was “陆虎”, which was unfortunately pre-chosen by a rival. The present one is also very fantastic. “路” means the road, and “虎”, the tiger, a very strong and brave animal. As Land Rover specializes in off-road vehicles, the Chinese name “路虎” utterly shows its stance, a soldier of the road that no one would dare to or be able to hold back.
 ==== The Endowment of Rich Cultural Connotations ====

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 Translation is not merely confined to the source language and target language, but also a social and cultural activity. Cultural elements must be carefully considered during the translating process. Since people from different nations all live in the same global village, it is of necessity to have frequent exchanges. Against the barrier of the tower of Babel, translators play the role of ladders, functioning as the bridge of effective communication between different linguistic groups. Thus, translators are actually not translating the two languages, but traveling back and forth within the two cultures (Casagrande, 1954: 338).
-*delete "social" of the 1st sentence_corrected by--[[User:Huang Yiyan1|Huang Yiyan1]] ([[User talk:Huang Yiyan1|talk]]) 13:43, 14 December 2021 (UTC)
+delete "social" of the 1st sentence_corrected by--[[User:Huang Yiyan1|Huang Yiyan1]] ([[User talk:Huang Yiyan1|talk]]) 13:43, 14 December 2021 (UTC)
 After the second World War, against the background of hegemony and anti-hegemony, frequent communications across continents and countries, culture and across-culture communication have attracted more and more attention in the field of academic studies (Zeng Wenxiong, 2006: 92). As the beating power of deconstruction has greatly influenced structuralism linguistics, the former dominant linguistic approach to translation studies was shaking. The studies of text structure and meta-language has surrendered to the studies of discourse and the process of translation, which has exactly deepened the research of the cultural information of the text. The latter half of the 20th century has seen the combination of post-modern critical theories and the theory of deconstruction, thus offering a new approach to analyze translation. Different from mainly centering on the text analysis, more attention has been paid to the consideration of social, historical and cultural background of the correspondent time period. While conducting translation studies and putting forward translation principles, the academic community thus shifted their focus from merely language itself to the culture side. Then sprung two kinds of trends, the cultural turn of translation and the translation turn of literature (Lv Jun, 2004: 55).

@@ Line 53: / Line 53: @@
 Ever since the Industrial Revolution, commercialism rises up and all kinds of commodities appear one after another. The advances of economic globalization and cross-border transportation have also provided convenient access for foreign trade and business expansion. During the process of expansion, excellent brand names are for a certainty of great benefit to the brand’s further development.
-*change "rises" into rose/change "appear" into "appeared"_corrected by --[[User:Huang Yiyan1|Huang Yiyan1]] ([[User talk:Huang Yiyan1|talk]]) 14:03, 14 December 2021 (UTC)
+change "rises" into rose/change "appear" into "appeared"_corrected by --[[User:Huang Yiyan1|Huang Yiyan1]] ([[User talk:Huang Yiyan1|talk]]) 14:03, 14 December 2021 (UTC)
 === Excellent Cases of Brand Name Translation ===