On_the_Linguistic_Characteristics_of_Branding_English英语专业毕业论文.doc

毕业论文 On the Linguistic Characteristics of Branding English 学 院： 外 国 语 学 院 专 业： 姓 名： 指导老师： 英 语 冯 瀛 学 号： 职 称： 0610231020 曾 洵 讲 师 中国·珠海 二○一○ 年 五月 北京理工大学珠海学院2010届本科生毕业论文 北京理工大学珠海学院毕业论文 诚信承诺书 本人郑重承诺：我所呈交的毕业论文On the Linguistic Characteristics of Branding English是在指导教师的指导下，独立开展研究取得的成果，文中引用他人的观点和材料，均在文后按顺序列出其参考文献，论文使用的数据真实可靠。 承诺人签名： 日期： 年 月 日 PAGE \* MERGEFORMAT IV On the Linguistic Characteristics of Branding English ABSTRACT In the circulation of commodities, brand is a symbol of a commodity. Naming a successful brand to promote the commodities and to foster a good and healthy company image is the main way of digging international market potential and accelerating international trade development. If marketing is a war, a successful brand is the key to win the war. There are a great variety of differences between Chinese culture and western culture. A successful Chinese translation of an English brand is of prime importance in the market of China, and vice versa. Only when we pay much attention to the linguistic characteristics of a brand and use proper translating strategies and techniques, can we translate the brand successfully. In this paper we present an analytical study of the linguistic characteristics of branding English in terms of culture, linguistics and rhetoric. Therefore, we can realize the significance and the regulations of naming an English brand, and understand the cultural connotation of an English brand. This paper is divided into four parts. Firstly, we introduce the history, culture and the three development stages of brand naming. Secondly, we analyze the linguistic characteristics of branding English. Thirdly, we summarize the five principles of brand naming. And lastly we arrive at a conclusion that the study of branding English is of great significance. Keywords: brand, branding English, linguistic character