A Study on English-Chinese Translation of Brand Names from the Perspective of Memetics-Taking Perfume Brand Names as an Example

Abstract

With the development of world trade, the exchanges of domestic and foreign commodities are becoming frequent. To make customers know more products and promote sales, the translation of brand names is inevitable. Brand names can be accepted by consumers only after accurate and appropriate translations, so as to achieve the purpose of promoting products and establishing images. This essay takes the memetic theory as a guide, and analyses the translation of perfume brand names from the perspective of pragmatic equivalence. By using equivalent substitution strategy and homophonic allusion strategy to analyze the practical examples of E-C translation of perfume brand names, and then summary the feasibility and usability of E-C translation of brand names under the theory of memetics.