Topic: An Integrated study of Meanings and Senses of Brand Names and the Their Motivated Prominence in Translating

Time: 15:00-17:00 Sep. 23, 2014

Venue: A421, Building 6

Participants: PhD. candidates, teaching staff, postgraduates and senior visiting scholars

Chairperson: Pro. Zeng Lisha    

Speaker: Liu Jiafeng & Pro. Zeng Lisha

Recorder in English: Shao Chunmei

 

The forum started by a presentation given by Liu Jiafeng, post-doctor, on the topic “An Integrated study of Meanings and Senses of Brand Names and the Their Motivated Prominence in Translating”. The presentation covered six points: research rationale, relevant definitions for terminologies, literature review, research focus, methodology and conclusion. Drawing upon previous studies of meaning, Mrs. Liu suggested that three forms of meaning be highlighted in brand name translation, namely referential meaning, literal meaning and named meaning. A typical case study was given which brought about heated discussion among the participants. One question went that the processes were clearly demonstrated but the conclusion seemed to be inadequate to the focus of the research and another question also argued that the brand naming alone could not well explain the success of a well-known brand. In brief, the topic of this forum is so inspiring that almost everyone present took part in the discussion which gained affirmation from Pro. Zeng Lisha.

 

Then Pro. Zeng’s comments shed light on the confusing ideas from the participants. He first pointed out that the current research is of great academic value as the topic well integrated translation theories with marketing theories, and then suggested that the title be enriched by adding market-oriented notion to highlight the research focus. He said that far from perfect as the research was, it was of great significance in the way that the research was above merely academic value, but rather it was of great practical value and worth an in-depth exploration. Then Mr. Zeng shared a typical case analysis of the brand Maku to illuminate the idea that brand names can gain their reputation by offering a kind of embodied experience from consumers. In addition, he argued that cultural differences in target market should be sensed in translating brand names with several factors in point. Then he concluded that such research could not only provide insightful ideas in the field of translation but also validate the effects of products and brand names in target market.

The forum ended with a success by inspiring those present on how to carry out scientific ways of making insightful academic researches.