Transference of brand personality in brand name translation: A case study on the Chinese-English translation of men’s clothing brands
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Ying Cui
Abstract
Brand names are endowed with personalities that appeal to consumers, and such personalities are often adjusted in translation. This research aims to explore the transference of brand personality dimensions in the Chinese-English translation of men’s clothing brands, which embody consumers’ values and self-perceptions as well as social cultural meanings, in the hope of revealing male consumers’ psychological characteristics and providing a reference for translators. This investigation studies the brand personality frameworks for English and Chinese consumers, analyzes a corpus of 477 Chinese-English men’s clothing brands, summarizes the major personality dimensions for men’s clothing brands, and explores how they are transferred in translation. As brand personalities reflect target consumers’ psychology to a certain extent, exploring the transference of brand personality dimensions in the Chinese-English translation of men’s clothing brands can reveal the differences between Chinese and English male consumers’ values and mentality, which can serve as a reference for translators and international businesses.
Acknowledgements
This work was supported by National Social Science Fund of China under Grant [17CYY002].
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Articles in the same Issue
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- Introduction to Meaningful data/Données signifiantes
- A data-driven computational semiotics: The semantic vector space of Magritte’s artworks
- New approaches to plastic language: Prolegomena to a computer-aided approach to pictorial semiotics
- Mesures et savoirs : Quelles méthodes pour l’histoire culturelle à l’heure du big data ?
- Visual semiotics and automatic analysis of images from the Cultural Analytics Lab: How can quantitative and qualitative analysis be combined?
- Uncertain infographics: Expressing doubt in data visualization
- Quelques expériences pour développer l’expression de sens en cartographie thématique
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- Differential heterogenesis and the emergence of semiotic function
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- Semiotic alignment: Towards a dialogical model of interspecific communication
- Modal functioning of rhetorical resources in selected multimodal cartoons
- The mission of the Chinese puzzle: From a quest for order to seeking entertainment
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- Peirce’s philosophy of communication and language communication
- Mythic symbolic type, utopia, and body without organs
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- Transference of brand personality in brand name translation: A case study on the Chinese-English translation of men’s clothing brands
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Articles in the same Issue
- Frontmatter
- Introduction to Meaningful data/Données signifiantes
- A data-driven computational semiotics: The semantic vector space of Magritte’s artworks
- New approaches to plastic language: Prolegomena to a computer-aided approach to pictorial semiotics
- Mesures et savoirs : Quelles méthodes pour l’histoire culturelle à l’heure du big data ?
- Visual semiotics and automatic analysis of images from the Cultural Analytics Lab: How can quantitative and qualitative analysis be combined?
- Uncertain infographics: Expressing doubt in data visualization
- Quelques expériences pour développer l’expression de sens en cartographie thématique
- Raw data or hypersymbols? Meaning-making with digital data, between discursive processes and machinic procedures
- Differential heterogenesis and the emergence of semiotic function
- Regular Articles
- Semiotic alignment: Towards a dialogical model of interspecific communication
- Modal functioning of rhetorical resources in selected multimodal cartoons
- The mission of the Chinese puzzle: From a quest for order to seeking entertainment
- Memes, genes, and signs: Semiotics in the conceptual interface of evolutionary biology and memetics
- Formalisation sémiotique de la traduction : Le modèle transformationnel d’Alexandre Ljudskanov
- Glossopoesis in Thomas More’s Utopia: Beyond a representation of foreignness
- Playing peripatos: Creativity and abductive inference in religion, art and war
- Borders and translation: Revisiting Juri Lotman’s semiosphere
- Peirce’s philosophy of communication and language communication
- Mythic symbolic type, utopia, and body without organs
- The contribution of narrative semiotics of experiential imaginary to the ideation of new digital customer experiences
- Transference of brand personality in brand name translation: A case study on the Chinese-English translation of men’s clothing brands
- Intertextuality as a strategy of glocalization: A comparative study of Nike’s and Adidas’s 2008 advertising campaigns in China
- The semiotic web of the research proposal
- Sic vita est: Visual representation in painting of the conceptual metaphor LIFE IS A JOURNEY
