Abstract：Nowadays, as the world economy is developing and global communication is increasing faster than ever, brand as a company image as well as its products and services, plays a more significant role in market competition and becomes an integral part of our daily life. Chinese Time-honored Brand, which has the distinct Chinese traditional culture, not only transmits long-established economic information, but also carries social, historical and psychological characteristics. To promote the sales of Chinese goods in foreign markets, the translation of Chinese Time-honored Brands is not only necessary but urgent.
Based on the previous studies on Chinese Time-honored Brands, the paper tries to interpret the translation of the Chinese Time-honored Brand names from the perspective of Adaptation Theory. According to Adaptation Theory, brand name translation is a linguistic choice mainly to adapt to the communicative context including the target cultural context and the target customers’ psychology so as to realize the ultimate target of promotion.
This thesis contains the study of linguistics, culture and psychology, which provides for seeking a more thorough and extensive understanding of brand name translation from a cross-subject angle. In addition, it also helps to spread the culture and history of China.
Key Words：Brand; Chinese Time-honored Brand; Adaptation Theory; translation
摘要：在当今世界，世界经济快速发展，全球交流不断增加。作为产品，公司或服务的象征，商标已成为市场竞争中的一个重要工具，成为我们的日常生活不可或缺的组成部分。中华老字号，具有鲜明的中国传统文化，不仅传承了长久建立的经济信息也承载了社会，历史和心理特征。为了促进中国商品在国外市场的销售，中国老字号的翻译不仅必要而且紧迫。
在借鉴前人对中华老字号研究的基础上，本文试图从语言顺应论视角对中国老字号的翻译进行新的阐释。根据顺应理论，商标名称的翻译是一种语言的选择，主要是顺应交际语境，即目标语的文化背景和目标客户的心理，以实现最终的商品促销目的。
本文融合了语言学，文化和心理学的研究，从跨学科的角度为寻求更深入和广泛了解品牌名称的翻译提供了一些有益的探索。此外，它也有助于传播中国的文化和历史。
关键词：商标；中华老字号；顺应论；翻译
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