A Study of Cosmetic Brand Name Translation in Iran

Abstract

With the acceleration of economic globalization foreign products are being launched into the international market.
Consequently, translating brand names successfully into other languages has never been more imperative and vital than today. The
translation of brand names is a kind of intercultural communication. Therefore, the translation of brand names is one of the most
challenging activities every translator faces. While working on business literature, translation is especially complicated in cosmetic brand
names. Since advertising is important in these sort of products and we want to be certain that the product name will convey a friendly
image in the foreign countries. This study, presenting an analysis of brand name translation, is based on Nida's functional equivalence
as its framework. It is tried to study the problems has been dealt with in the translation process. There are suggested ways to solve
them. And the results show that all names have been translated literally or transliterated and the denotative meaning of them employed
without any attention to the connotation.