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7
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Volume – III, Issue - X (Oc obe ) 2025
F equency: Mon hly
F om Theo y o P ac ice: A PBL Cou se Design and E ec i eness Analysis on B and
Name T ansla ion o Cul i a ing In e disciplina y Talen s
D . Huang Xiao
In e na ional College o The A s, K i k Uni e si y
| Recei ed: 02.10.2025 | Accep ed: 07.10.2025 | Published: 11.10.2025
*Co esponding au ho : D . Huang Xiao
In e na ional College o The A s, K i k Uni e si y
Abs ac
Agains he backd op o globaliza ion and b and in e na ionaliza ion, he c oss-cul u al ansla ion o b and names has become a
c ucial b idge connec ing ma ke s and consume s, c ea ing an u gen demand o ele an alen cul i a ion. Based on a success ul
sho - e m elec i e sho - e m cou se en i led "C oss-Cul u al T ansla ion P ac ice o B and Names: F om Coca-Cola o BMW",
his s udy adop s a case s udy app oach o sys ema ically explo e how s uc u ed cou se design can e ec i ely cul i a e lea ne s’
c oss-cul u al ansla ion compe ence and c ea i e hinking. The pape i s cons uc s a guiding amewo k in eg a ing heo ies o
in e cul u al communica ion, unc ionalis ansla ion s udies, and semio ics. I hen elabo a es on he cou se’s ou -s age eaching
model: Cogni i e Cons uc ion – Compe ence Enhancemen – P ac ical Applica ion – In eg a ed Ou pu . This model in eg a es
p ojec -based lea ning, ou pu -o ien ed app oach, and case-based eaching, blending heo e ical ins uc ion, cul u al adap a ion
s a egy analysis, linguis ic-symbolic manipula ion, and c ea i e p ac ice in o a cohesi e whole. Th ough he analysis o h ee
ounds o cou se implemen a ion and e alua ion (including s uden wo k, ques ionnai es, and in e iews), he s udy inds ha his
cou se model signi ican ly enhances s uden s’ c oss-cul u al awa eness, equips hem wi h ull-p ocess b and ansla ion skills om
s a egy selec ion o c ea i e gene a ion, and success ully s imula es hei lea ning au onomy and c ea i i y. This esea ch
p o ides a aluable and e ec i e pa adigm o he de elopmen o applied, in e disciplina y cou ses ha in eg a e language,
cul u e, and business p ac ice, o e ing insigh s o ansla ion pedagogy e o m and in e cul u al alen cul i a ion.
Keywo ds:
B and Name T ansla ion; In e cul u al Communica ion; Cou se Design; P ojec -Based Lea ning; T ansla ion
Pedagogy; Case S udy
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DOI: 10.5281/zenodo.17318040
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1. In oduc ion
1.1 Resea ch Backg ound and Signi icance
In oday‘s in e wining ide o globaliza ion and he digi al
economy, he c oss-bo de jou ney o b ands has become a no m in
he business wo ld. When a b and en e s a new linguis ic and
cul u al con ex , i s name o en plays a c i ical ole as bo h a ― i s
imp ession‖ and a ―cul u al ambassado ‖. A success ul b and name
ansla ion is a mo e han a simple linguis ic con e sion; i is a
sophis ica ed s a egic p ac ice o c oss-cul u al communica ion. I
no only o e comes language ba ie s bu also pene a es cul u al
cogni ion, plan ing he seed o b and iden i ica ion in he minds o
a ge ma ke consume s. F om he household name ―Coca-
Cola‖—a classic example ha simula es he o iginal sound while
con eying a sense o pleasu e— o ―BMW‖, which seamlessly
in eg a es Ge man au omo i e aes he ics wi h he p es ige o
ancien Chinese oyal ca iages, hese success ul cases all
demons a e ha an excellen b and name ansla ion is a i al
elemen in gaining cul u al ecogni ion, building emo ional
connec ions, and e en de e mining comme cial success in
in e na ional ma ke s.
Howe e , in con as o hese exempla y cases, adi ional o eign
language and ansla ion educa ion o en su e s om a gap
be ween heo y and p ac ice. While s uden s may be p o icien in
g amma ical ules and ansla ion echniques, hey may s uggle o
apply his knowledge in eal-wo ld scena ios ha demand
dynamism, c ea i i y, and cul u al sensi i i y. B and name
ansla ion, si ua ed a he in e sec ion o linguis ics, ansla ion
s udies, in e cul u al communica ion, and ma ke ing, imposes high
demands on lea ne s‘ comp ehensi e abili ies. I equi es no only
bilingual p o iciency, bu also in e cul u al awa eness, business
insigh , and c ea i e hinking. The e o e, how o sys ema ically
impa his complex skill se h ough e ec i e cou se design has
become a p essing issue wo hy o in-dep h explo a ion in he
ields o applied linguis ics and ansla ion educa ion.
1.2 Resea ch Ques ions and Objec i es
Based on he abo e backg ound, his s udy aims o explo e he
ollowing co e ques ions h ough he p esen a ion o he design,
implemen a ion, and e lec ion on a sho - e m elec i e cou se
du ing a mini-semes e , en i led "C oss-Cul u al T ansla ion
P ac ice o B and Names: F om Coca-Cola o BMW”:
a) How can a sho - e m cou se be sys ema ically designed
o e ec i ely in eg a e he heo ies, s a egies, and
p ac ices o b and name ansla ion?
b) To wha ex en does his cou se model enhance s uden s‘
in e cul u al communica ion compe ence, c ea i e
ansla ion abili y, and capaci y o apply heo y o
p ac ice?
c) Wha ans e able insigh s and expe iences can his
eaching p ac ice o e o ansla ion pedagogy and he
cul i a ion o in e cul u al communica ion alen s in a
b oade sense?
The pu pose o his s udy is no only o documen and showcase a
well- ecei ed cou se, bu also o p esen i as a ep esen a i e case
ha demons a es he easibili y and ad an ages o a eaching
model cha ac e ized by ― eal-wo ld p oblem o ien a ion, p ojec -
based p ac ice, and in e cul u al compe ence as i s co e‖ in
cul i a ing applica ion-o ien ed language p o essionals o he new
e a.
2. Theo e ical F amewo k
2.1 Co e Theo e ical Founda ion: In e cul u al
Communica ion Theo y
The c oss-cul u al ansla ion o b and names is, in essence, no a
me e in e lingual con e sion, bu a p o ound p ocess o cul u al
adap a ion and ec ea ion. The e o e, in e cul u al communica ion
heo y p o ides he mos undamen al lens o his s udy. The
design and implemen a ion o his cou se a e p ima ily g ounded in
wo classical heo e ical amewo ks, which oge he add ess he
undamen al ques ions o why ans o ma ion is necessa y and how
i should be ca ied ou in b and name ansla ion (Chen &
S a os a, 2005; Hall, 1976).
2.1.1 Ho s ede‘s Cul u al Dimensions Theo y
Ho s ede‘s cul u al dimensions heo y o e s a sys ema ic and
quan i iable ool o unde s anding cul u al di e ences ac oss
coun ies. These dimensions se e as he ―deep codes‖ o cul u e,
p o oundly in luencing consume s‘ alues, cogni i e pa e ns, and
aes he ic p e e ences, and he eby de e mining he s a egic choices
in b and name ansla ion (Ho s ede, 2001; Ho s ede e al., 2010).
This cou se guides s uden s o apply he ollowing key dimensions
o decons uc b and name cases:
a) Indi idualism s. Collec i ism:
Theo e ical Co e: Indi idualis ic cul u es (e.g., he Uni ed S a es,
Wes e n Eu ope) emphasize sel -iden i y, pe sonal achie emen ,
and uniqueness; collec i is cul u es (e.g., China, Japan, Sou h
Ko ea), on he o he hand, alue g oup ha mony, amily
o ien a ion, and social ela ionships (Ho s ede, 2001).
Applica ion in B and T ansla ion: This dimension di ec ly
in luences he emo ional appeal o b and names. Fo collec i is
ma ke s, success ul ansla ions o en embed concep s such as
amily, iendship, and sha ed joy. Fo example, he cha ac e ―喜‖
in he Chinese ansla ion o Heineken (―喜力‖) e okes scenes o
es i als and ga he ings, esona ing wi h collec i e celeb a ion.
Simila ly, ―家乐福‖ (Ca e ou ) cle e ly in eg a es no ions o
― amily‖, ―happiness‖ and ―blessing‖, p ecisely aligning wi h he
co e appeal o amily well-being in adi ional Chinese cul u e
(Zhou & Wang, 2012). In con as , b and names in indi idualis ic
cul u es may be mo e inclined o highligh pe sonali y, s eng h,
and independence.
b) Powe Dis ance:
Theo e ical Co e: This dimension e e s o he ex en o which he
less powe ul membe s o a socie y accep unequal powe
dis ibu ion. High powe dis ance cul u es (e.g., China, Malaysia)
accep hie a chy and espec au ho i y, whe eas low powe dis ance
cul u es (e.g., No dic coun ies, Aus ia) pu sue equali y (Ho s ede
e al., 2010).
Applica ion in B and T ansla ion: In high powe dis ance
cul u es, b and names o en con ey p es ige, nobili y, and au ho i y
h ough lexical choices. Fo ins ance, he e m ―宝马‖ (BMW) in
Chinese e e s o he noble s eeds o ancien oyal y and high
o icials, symbolizing s a us and powe ; ―奔驰‖ (Me cedes-Benz)
e okes an eli e image o ―galloping ac oss he wo ld and mas e ing
he winds and clouds.‖ E en local b ands like ―霸王‖ (Bawang, a
shampoo b and) di ec ly employ wo ds deno ing absolu e powe .
These ansla ions ca e o he psychological desi e o consume s in
he a ge ma ke o a ain social iden i y and ecogni ion h ough
b and consump ion (Fan, 2006).
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c) Unce ain y A oidance:
Theo e ical Co e: This dimension e e s o he ex en o which
membe s o a cul u e ole a e unce ain y and ambiguous
si ua ions. High unce ain y a oidance cul u es (e.g., Japan,
Ge many) end o ely on clea ules, i uals, and p o essional
expe ise o mi iga e isk; low unce ain y a oidance cul u es (e.g.,
Singapo e, Jamaica) a e mo e ole an and open o he unknown
(Ho s ede, 2001).
Applica ion in B and T ansla ion: Fo b ands o igina ing om
high unce ain y a oidance cul u es (such as Ge man echnology
and au omo i e b ands), hei ansla ed names need o con ey
eliabili y, sa e y, and p o essionalism. Fo example, in ―保时捷‖
(Po sche), he cha ac e s ―保‖ and ―捷‖ oge he c ea e a sense o
gua an eed speed and us wo hy pe o mance; ―捷豹‖ (Jagua ),
al hough named a e an animal, uses he cha ac e ―捷‖ o imply
ce ain y in supe io pe o mance. A posi i e and s eady ansla ed
name helps educe consume s‘ conce ns abou unce ain y in
p oduc pe o mance and quali y (Zhou & Wang, 2012).
2.1.2 Edwa d Hall‘s Theo y o High-Con ex and Low-
Con ex Cul u es
F om he pe spec i e o communica ion s yles, Hall classi ies
cul u es in o high-con ex and low-con ex ypes. This heo y
p o ides a powe ul explana ion o he phenomenon o
―in o ma ion compensa ion‖ in b and name ansla ion.
a) Theo e ical Co e:
High-con ex cul u es: In communica ion, mos in o ma ion is
embedded in he physical con ex o in e nalized wi hin
indi iduals, wi h only a small po ion ansmi ed h ough
explici ly coded language. Communica ion is implici and nuanced,
elying on ― eading be ween he lines‖ (Hall, 1976). Eas Asian
cul u es such as China and Japan a e ypical examples o high-
con ex cul u es (Hall & Hall, 1990).
Low-con ex cul u es: In communica ion, in o ma ion is mainly
con eyed h ough clea and di ec e bal exp ession.
Communica ion is explici and o e , emphasizing ― elling‖ (Hall,
1976). Wes e n cul u es such as he Uni ed S a es, Ge many, and
Swi ze land a e ep esen a i e o low-con ex cul u es (Hall &
Hall, 1990).
b) Applica ion in B and T ansla ion:
F om Low-Con ex o High-Con ex Con e sion (English o
Chinese):
A b and name c ea ed in a low-con ex cul u e—o en ela i ely
s aigh o wa d in meaning o e en seman ically emp y (e.g.,
ounde names, place names such as Coca-Cola, BMW, Nike)—
aces an ―in o ma ion acuum‖ when en e ing a high-con ex
cul u e (Hall & Hall, 1990). A pu ely phone ic ansla ion (e.g.,
Coca-Cola‘s ea ly Chinese ende ing ―蝌蚪啃蜡‖) ails o mee
high-con ex audiences‘ deep-sea ed expec a ions o a name o be
―meaning ul‖ and ― ich in conno a ion‖ (Li, 2020; Pan, 2015).
The e o e, he mos success ul ansla ion s a egy is
―con ex ual en ichmen ‖—injec ing cul u ally a o ed image y
such as auspiciousness, joy, weal h, o beau y in o he phone ic o
seman ic ende ing (Fan & Wang, 2019; Li, 2020). This is he
cul u al a ionale behind he e olu ion o Coca-Cola in o ―可口可
乐‖ ( as y and joy ul), BMW in o ―宝马‖ (p ecious ho se,
symbolizing a legenda y s eed), and Nike in o ―耐克‖ (endu ance
and ic o y). The choice o Chinese cha ac e s is by no means
a bi a y; a he , i cons uc s a high-con ex au a ich in posi i e
associa ions o he o iginal b and name wi hin he a ge cul u e.
2.1.3 Theo e ical In eg a ion and Cou se Alignmen
In summa y, Ho s ede‘s ―Cul u al Dimensions‖ and Hall‘s
―Con ex ual Cul u e‖ heo y oge he cons uc a dual amewo k
o analyzing b and name ansla ion wi hin his cou se. The
Cul u al Dimensions Theo y explains wha a b and name should
con ey— ha is, he alues o be communica ed in o de o align
wi h deep-sea ed cul u al psychology; whe eas he Con ex ual
Cul u e Theo y explains how a b and name should be exp essed—
ha is, he mode o in o ma ion encoding app op ia e o local
communica ion no ms (De Mooij, 2021; Hall, 1976; Ho s ede e
al., 2010).
In he i s and hi d sessions o he cou se, s uden s sys ema ically
s udy hese heo ies and apply hem o decons uc classic cases
(such as Coca-Cola and BMW) as well as o analyze ailed
examples. This ensu es ha s uden s‘ ansla ion p ac ices a e no
longe ins inc i e ―wo d games‖, bu s a egic cul u al decisions
g ounded in heo y and me hodology (Fan & Wang, 2019; Li,
2020). As a esul , hey unde go a genuine ans o ma ion om
― ansla ion echnicians‖ o ―in e cul u al communica ion
specialis s‖ (Ka an, 2014).
2.2 The Compass Guiding P ac ice: T ansla ion Theo ies
I in e cul u al communica ion heo y p o ides he s a egic
di ec ion o why b and names need o be ans o med, hen
ansla ion heo y o e s he ac ical means and legi imacy o how
his ans o ma ion should occu . This cou se does no ea
ansla ion as a mechanical linguis ic co espondence, bu ins ead
guides s uden s o apply and mo e beyond he adi ional
dicho omy o ―li e al‖ e sus ― ee‖ ansla ion, depending on ex
ype and unc ional pu pose (No d, 2018). The ollowing h ee
heo e ical app oaches cons i u e he co e guiding p inciples o
ansla ion p ac ice in his cou se.
2.2.1 Skopos Theo y
Skopos heo y libe a es ansla ion s udies om he cons ain o
―loyal y‖ o he sou ce ex , emphasizing ha he pu pose o he
ansla ion ac is he ul ima e de e mining ac o in he ansla ion
p ocess (Ve mee , 1989/2000). This holds undamen al
ins uc ional signi icance o he pu pose-d i en na u e o b and
ansla ion.
a) Theo e ical Co e:
The pu pose o he ansla ion ac de e mines he ansla ion
me hods and s a egies (Reiss & Ve mee , 2014). The cen al
p inciple o his heo y is: he unc ion o he ansla ed ex akes
p ecedence o e o mal ideli y o he sou ce ex . T ansla ion mus
unc ion in he a ge cul u al con ex in a way ha mee s he
expec a ions o he a ge audience (No d, 1997).
b) Applica ion in B and T ansla ion and Cou se
In eg a ion:
In his cou se, we begin by cla i ying ha he ul ima e goal o
b and ansla ion is no o ind equi alen wo ds in a dic iona y, bu
o success ully cons uc a b and image and s imula e consume
desi e in he a ge ma ke . The e o e, he choice o any ansla ion
s a egy—be i ansli e a ion, seman ic ansla ion, o
ansc ea ion—mus se e his o e iding goal.
c) Case Analysis:
By applying Skopos heo y, s uden s a e able o deepen hei
unde s anding o classic cases. ―奔驰‖ (Me cedes-Benz): I one
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we e o adhe e igidly o o m, Me cedes-Benz (a gi en name and
su name) would be nea ly un ansla able. Howe e , conside ing i s
b and posi ioning as a luxu y ca and i s co e selling poin o
―supe io pe o mance‖, he ansla ion ―奔驰‖ (meaning ― o
gallop‖ o ― o speed‖) pe ec ly achie es he unc ional goal o
con eying ―high speed and excellen d i ing pe o mance‖ in he
Chinese cul u al con ex , a su passing any phone ic
ansli e a ion.
―赛百味‖ (Subway): The o iginal meaning o ―Subway‖ is
―unde g ound ailway‖, which would cause cul u al con usion i
li e ally ansla ed. The Chinese name ―赛百味‖ (meaning
―su passing a hund ed la o s‖) ede ines i s unc ional pu pose as
―o e ing ich and delicious choices‖. Al hough comple ely
de ached om he o iginal li e al meaning, i p ecisely aligns wi h
he b and‘s as - ood ma ke posi ioning.
Th ough he lens o Skopos heo y, s uden s come o ealize ha
he success o b and name ansla ion lies no in being ― ai h ul‖,
bu in being ―e ec i e‖.
2.2.2 C ea i e T eason
The concep o ―c ea i e eason‖ p o ides heo e ical legi imacy
o he boldes and mos imagina i e p ac ices in b and ansla ion,
and se es as a key heo e ical ool in his cou se o s imula ing
s uden c ea i i y (Xie, 2020).
a) Theo e ical Co e:
C ea i e eason e e s o he ansla o ‘s delibe a e and
imagina i e de ia ion om, o e en ―be ayal‖ o , he li e al o m
o he sou ce ex in o de o achie e a highe a is ic e ec o mo e
e ec i e communica i e pu pose (Xie, 2020, p. 45). This esul s in
unexpec ed ye posi i e ou comes wi hin he a ge language
con ex (Li, 2019).
b) Applica ion in B and T ansla ion and Cou se
In eg a ion:
This cou se ele a es ―c ea i e eason‖ as an ad anced s a egy in
b and ansla ion. I is no only pe mi ed, bu o en necessa y. I
equi es ansla o s o ac as ―co-c ea o s‖ o he b and.
c) Case Analysis:
―露华浓‖ (Re lon): This name o igina es om Li Bai‘s classical
poem Qing Ping Diao: ―Clouds hink o obes, lowe s hink o
beau y; sp ing b eeze b ushes he balus ade, dew shines ichly.‖
Fo he b and Re lon ( om he ounde ‘s name Re son), his
ansla ion no only app oxima es he o iginal p onuncia ion bu
also associa es cosme ics wi h he poe ic elegance and eminine
beau y o a Tang dynas y impe ial conso . I achie es a splendid
ans o ma ion om a pe sonal name o a b and imbued wi h
Eas e n aes he ic poe y—a model case o c ea i e eason.
―I used o d ink ‗Piao‘ (飘), now I d ink ‗Shuang‘ (爽)‖: In he
cou se, play ul examples like his (hypo he ically ansla ing Pepsi
as ―Shuang‖ and Coca-Cola as ―Piao‖) a e used o show s uden s
how c ea i e eason can e en ede ine a b and‘s emo ional
esonance wi hin he a ge cul u e.
In se e al sessions, s uden s a e encou aged o p ac ice c ea i e
eason by boldly and imagina i ely enaming amilia b ands,
he eby libe a ing hei hinking and cul i a ing hei cul u al
ansc ea ion skills.
2.2.3 Domes ica ion and Fo eigniza ion S a egies
Domes ica ion and o eigniza ion ep esen a pai o co e concep s
in ansla ion s a egy selec ion, o e ing a mo e nuanced
heo e ical pe spec i e o he equen ly deba ed issue o ―seman ic
s. phone ic ansla ion‖ in his cou se (Venu i, 1995/2008).
a) Theo e ical Co e:
Domes ica ion: This s a egy employs a anspa en and luen
s yle o minimize he o eignness o he sou ce ex , making he
ansla ion appea as i i we e an o iginal wo k in he a ge
cul u e. I s aim is o align wi h he cul u al alues o he a ge
audience (Venu i, 1995/2008).
Fo eigniza ion: This s a egy delibe a ely p ese es ce ain
he e ogeneous elemen s o he sou ce language, dis up ing he
con en ions o he a ge language so ha eade s can expe ience a
sense o ― o eignness‖. I s goal is o en ich he a ge cul u e and
i s modes o exp ession (Venu i, 1995/2008).
b) Applica ion in B and T ansla ion and Cou se
In eg a ion:
This cou se guides s uden s o unde s and ha domes ica ion and
o eigniza ion a e no bina y opposi es bu exis along a dynamic
con inuum. B and ansla ion o en in ol es a skill ul combina ion
o bo h s a egies.
Con inuum Analysis:
Highly Domes ica ed: “
宝马
” (BMW) ep esen s domes ica ion a
i s ex eme. I ans o ms a cold le e combina ion in o a symbol
ich wi h Chinese cul u al image y and alues, making he b and‘s
―Ge man o igin‖ almos impe cep ible in i s name.
P ima ily Domes ica ed wi h Elemen s o Fo eigniza ion: “
可
口可乐
” (Coca-Cola) is highly domes ica ed in meaning ( as y,
joy ul), ye e ains he hy hm o he o eign language in i s
p onuncia ion, sub ly signaling i s o eign o igin.
P ima ily Fo eignized: “
赛百味
” (Subway) and “
星巴克
”
(S a bucks) all in o his ca ego y. Th ough ansli e a ion, hey
c ea e Chinese exp essions ha ca y a hin o exo icism while s ill
con eying posi i e meanings. The cul u al o igin o he b ands
(Ame ican as ood, co ee cul u e) is pa o hei appeal.
Highly Fo eignized: The di ec use o ac onyms (e.g., IBM, CNN)
o pu ely phone ic ansla ions wi hou appealing seman ics (e.g.,
he ea ly ansla ion o Me cedes as ―默赛德斯‖) is some imes
adop ed in he echnology o high-end luxu y sec o s o emphasize
global consis ency o he p es ige o o igin.
In he cou se, s uden s a e equi ed o posi ion hei chosen
ansla ion s a egies along he domes ica ion– o eigniza ion
con inuum based on b and posi ioning (i.e., whe he he b and
seeks local a ini y o emphasizes i s in e na ional he i age),
he eby making mo e s a egic decisions.
2.2.4 Theo e ical In eg a ion and Cou se Design
Wi hin he ins uc ional amewo k o his cou se, he h ee majo
ansla ion heo ies a e no ea ed as isola ed cons uc s, bu a he
in e wo en wi h in e cul u al communica ion heo ies o o m a
obus guiding ne wo k.
Skopos Theo y se es as he o e a ching p inciple, de ining he
ul ima e e alua i e s anda d o b and name ansla ion.
C ea i e T eason unc ions as he mos incisi e ool o achie ing
speci ic unc ional pu poses such as aes he ic enhancemen o
cul u al adap a ion.
Domes ica ion and Fo eigniza ion o e conc e e s a egic
pa hways o ealizing unc ional goals a he ac ical le el.
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Fo example, when naming a b and ha seeks o p ojec ―high- ech
Ge man quali y‖ ( unc ional pu pose), he ansla o may choose a
p edominan ly o eignizing s a egy o e ain i s Ge man imp in .
A he same ime, c ea i e eason may be employed in lexical
choices o c a a name like ―保时捷‖ (Po sche), which bo h
echoes he Ge man p onuncia ion and con eys he posi i e
conno a ion o ―gua an eed speed‖, he eby aligning wi h he high
unce ain y a oidance cha ac e is ic o he Chinese ma ke (cul u al
dimension).
Th ough his mul i-laye ed, heo y-in eg a ed pedagogy, s uden s
do no me ely acqui e agmen ed ansla ion echniques; a he ,
hey de elop a sys ema ic cogni i e oolki capable o analyzing,
s a egizing, and execu ing in e cul u al b and naming asks.
2.3 Decons uc ing he Mic owo ld o Symbols:
Linguis ic and Semio ic Theo ies
As a highly condensed symbol, a b and name‘s c oss-cul u al
ans o ma ion is no only oo ed in mac o-le el cul u al s a egies
bu also deeply embedded in he ma e ial p ope ies o language
and he signi ying sys em o semio ics. Linguis ic and semio ic
heo ies p o ide his cou se wi h he p ecise su gical ools o
dissec ing he ― lesh‖ o b and names, enabling s uden s o
unde s and and manipula e he mic o-le el p ocesses o
ansla ion— om phone ics, lexis, and seman ics o he deepe
ela ionship be ween signi ie and signi ied.
2.3.1 Linguis ic Theo ies: Manipula ing he Ma e ial o
Language
a) Phone ics and Phonology:
a1. Theo e ical Co e: These disciplines s udy he acous ic
p ope ies o language (phone ics) and hei unc ion in
dis inguishing meaning wi hin a pa icula language (phonology)
(Lade oged & Johnson, 2015). In b and name ansla ion, his
di ec ly ela es o he science and a o ansli e a ion (Li, 2020).
a2. Applica ion in B and T ansla ion and Cou se In eg a ion:
P inciple o Phone ic P oximi y: The cou se emphasizes ha
ansli e a ion is no a me e imi a ion, bu a p ocess o ―op imal
ma ching.‖ T ansla o s mus iden i y he closes and mos euphonic
phone ic combina ions in he a ge language (Chinese) ha
app oxima e he sou ce name‘s p onuncia ion (Fan & Wang,
2019). Fo example, Coca-Cola is ende ed as
可口可乐
(kě kǒu kě
lè), using open owels in Manda in ha a e esonan , luid, and
easy o dissemina e.
A oidance o Nega i e Phone ic Associa ions: This is bo h a
c i ical and challenging poin in he ins uc ion. Th ough ailed
cases, he cou se ale s s uden s o me iculously examine whe he
he selec ed Chinese cha ac e combina ions migh e oke
undesi able, nega i e, o humo ous associa ions in he a ge
language (Pan, 2015). Fo ins ance, ansli e a ing Pizza Hu as ―披
萨哈特‖ may weaken he b and‘s impac due o he ambiguous
a icula ion o ―哈特‖, whe eas he es ablished ansla ion
必胜客
achie es a ha monious blend o sound, meaning, and emo ional
appeal.
Ac i i y Design: In he ―A o T ansli e a ion‖ module, s uden s
engage in a ―T ansli e a ion Ba le‖, c ea ing mul iple
ansli e a ion p oposals o an English b and name and conduc ing
pee e alua ions, wi h a ocus on phone ic luidi y and he
a oidance o nega i e conno a ions (Li, 2020).
b) Lexical Seman ics:
b1. Theo e ical Co e: This ield s udies he meanings,
s uc u es, and in e ela ionships o wo ds.
b2. Applica ion in B and T ansla ion and Cou se
In eg a ion:
Analysis o he Chinese B and Name ―Cha ac e Bank‖:
The co e con en o Session Fi e is g ounded in his heo y.
S uden s a e guided o cons uc a seman ic ield da abase o high-
equency Chinese cha ac e s, analyzing why and how hese
cha ac e s ha e become a o ed choices in b and naming:
―乐‖ (lè): Rep esen s happiness and joy; used in
可口可乐
(Coca-
Cola),
百事可乐
(Pepsi), and
雀巢
(Nes lé), di ec ly con eying he
emo ional alue b ough by he p oduc .
―福 / 富‖ ( ú/ ù): Symbolize o une and weal h; used in
家乐福
(Ca e ou ), aligning wi h collec i is cul u al alues ha
emphasize amily well-being.
―宝‖ (bǎo): Con eys alue and p eciousness; used in
宝马
(BMW), ins an ly enhancing he pe cei ed alue o he p oduc .
―捷‖ (jié): Deno es quickness and agili y; used in
捷豹
(Jagua )
and
保时捷
(Po sche), accu a ely e lec ing pe o mance- ela ed
b and a ibu es.
―斯‖ (sī): A commonly used ansli e a ion cha ac e wi h no
conc e e meaning, ye e okes a Wes e nized and elegan one, as in
劳斯莱斯
(Rolls-Royce).
Seman ic Selec ion and C ea ion:
Th ough his module, s uden s lea n ha e e y Chinese cha ac e
selec ed in a b and name is a seman ic in es men . Success ul
ansla ed names combine a limi ed se o ―p emium lexical i ems‖
o gene a e unlimi ed posi i e seman ic associa ions, he eby
secu ing a a o able posi ion in he consume ‘s men al space.
2.3.2 Semio ic Theo y: Signi ie , Signi ied, and B and
My h
Semio ics ega ds b and names as comple e signs, and hei
ansla ion as a p ocess o econs uc ing meaning wi hin c oss-
cul u al con ex s (Chandle , 2017; Danesi, 2021).
a) Theo e ical Co e:
Saussu e di ided signs in o wo componen s: he signi ie
(sound/image) and he signi ied (concep ) (Saussu e, 1916/2011).
Roland Ba hes ex ended his by p oposing ha , beyond he i s -
o de signi ica ion (e.g., ― ose‖ signi ies a ype o lowe ), signs
can also ope a e a a second le el o cons uc my hs—cul u ally
embedded, ideologically shaped meanings (e.g., ― ose‖ signi ying
― oman ic lo e‖ in Wes e n cul u es) (Ba hes, 1957/2012).
b) Applica ion in B and T ansla ion and Cou se
In eg a ion:
Fi s Le el: T ans o ma ion o Signi ie and Signi ied
B and name ansla ion begins wi h he obliga o y ans o ma ion
a he le el o he signi ie . The b and name ―BMW‖ ca ies he
signi ie o he h ee-le e ac onym in sound and isual o m; i s
signi ied is ―Baye ische Mo o en We ke‖ and i s au omo i e
p oduc s. The ansla o ‘s ask is o ind a new signi ie in Chinese
o his ―p oduc ‖.
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Second Le el: Cons uc ion o B and My h
This is he ue essence o b and name ansla ion. The new
Chinese signi ie
宝马
(bǎo mǎ), a he i s le el, signi ies ―a
easu ed ho se.‖ Howe e , h ough ansla ion, i is endowed wi h
a second-le el my hical meaning: speed, g ace, s a us, and success
(as in he ph ase ―香车宝马‖ [luxu y ca s and ine ho ses]). This
my h cons uc ed by he Chinese symbol is a mo e esonan wi h
Chinese consume desi es han he o iginal Ge man ―enginee ing
my h‖ associa ed wi h ―BMW‖.
Compa a i e Case S udy:
The cou se guides s uden s h ough semio ic compa a i e analysis:
Me cedes-Benz → 奔驰:
The signi ie shi s om a pe sonal name o a e m meaning
―gallop‖ o ―dash‖. The my h ansi ions om ―Eu opean elegance
and he i age‖ o ―mas e y o li e‘s jou ney h ough powe and
eedom.‖
Nes lé → 雀巢:
The signi ie shi s om he Ge man wo d o ―li le bi d‘s nes ‖ o
he Chinese cha ac e s o ―spa ow‘s nes .‖ The my h e ol es
om ―home, wa m h, and ca e‖ (Wes e n nes image y) o an
in ensi ied meaning o ― ende ness, sa e y, and na u al nu u ing‖,
aligning seamlessly wi h he o iginal logo o a mo he bi d eeding
he young.
These examples demons a e how he my hic dimension o a
ansla ed b and name o en de e mines i s cul u al accep ance and
emo ional appeal in he a ge ma ke .
2.3.3 Final In eg a ion o he Theo e ical F amewo k
A his poin , we can ou line he comple e, mul i-laye ed
heo e ical ecosys em ha unde pins his cou se:
a) S a egic Le el (In e cul u al Communica ion
Theo y):
Answe s he ques ion o “why change is necessa y”, de ining he
s a egic o ien a ion o ansla ion om he pe spec i e o mac o-
le el cul u al dimensions and communica ion s yles (Hall, 1976;
Ho s ede e al., 2010; De Mooij, 2021).
b) P inciple Le el (T ansla ion S udies Theo ies):
Answe s he ques ion o “on wha basis change occu s”, o e ing
guiding p inciples o p ac ice such as unc ional pu pose (No d,
2018; Reiss & Ve mee , 2014), c ea i e la i ude (Xie, 2020), and a
spec um o s a egic op ions (Venu i, 1995/2008).
c) Ope a ional Le el (Linguis ic and Semio ic Theo ies):
Answe s he ques ion o “how o e ec change”, p o iding
conc e e me hodologies o manipula ing linguis ic ma e ials
(sound, o m, meaning) (Lade oged & Johnson, 2015) and
econs uc ing symbolic meaning (signi ie , signi ied, my h)
(Ba hes, 1957/2012; Saussu e, 1916/2011; Chandle , 2017).
Wi hin his amewo k, when s uden s ace a b and ansla ion ask,
hei cogni i e p ocess ollows his ajec o y:
Fi s , conduc an in e cul u al diagnosis (Wha a e he cul u al
cha ac e is ics o he a ge ma ke ?);
Then, de ine he unc ional pu pose (Wha e ec should he
ansla ion achie e?);
Nex , choose a mac o s a egy (Domes ica ion o o eigniza ion?);
Finally, employ linguis ic and semio ic ools (Which cha ac e s o
selec ? How o combine sound, o m, and meaning? Wha kind o
b and my h o cons uc ?) o execu e he ansla ion wi h p ecision.
This sys ema ic heo e ical empowe men ensu es ha he cou se is
no only capable o cul i a ing ansla o s wi h ingenui y, bu mo e
impo an ly, in e cul u al b and communica ion expe s who
possess heo y, me hodology, and dep h.
2.4 The Pedagogical Bed ock: Educa ional Theo ies
Suppo ing Ins uc ion
The success o a cou se lies no only in he ichness and ele ance
o i s con en bu also in he scien i ic design and implemen a ion
o i s ins uc ion. The cou se ―F om Coca-Cola o BMW‖ is deeply
oo ed in con empo a y educa ional heo ies ha emphasize lea ne
agency, knowledge cons uc ion, and he social na u e o lea ning.
These heo ies collec i ely o m he unde lying logic o he
cou se‘s pedagogical p ac ice and ensu e he maximiza ion o
lea ning ou comes.
2.4.1 Cons uc i is Lea ning Theo y
Cons uc i ism is he co e educa ional philosophy o his cou se. I
undamen ally ans o ms he ole o he eache and he me hod o
knowledge ansmission in he class oom (B ooks & B ooks, 1999;
Liu & Ma hews, 2005).
a) Theo e ical Co e:
Knowledge is no passi ely ecei ed bu ac i ely cons uc ed by
lea ne s h ough in e ac ion wi h hei en i onmen . Lea ne s
p ocess and in e p e new in o ma ion based on hei exis ing
knowledge and expe iences, hus o ming new unde s andings
(Fosno & Pe y, 2005; Vygo sky, 1978).
b) Mani es a ion in Cou se Design:
Ac i a ing P io Knowledge: A he beginning o he cou se
(Session 1), amilia b ands such as ―Coca-Cola‖ and ―Nike‖ a e
in oduced o ap in o s uden s‘ exis ing b and pe cep ions and
linguis ic in ui ions as consume s. These se e as ―ancho s‖ o
cons uc ing new, sys ema ized knowledge abou b and ansla ion.
C ea ing Au hen ic Lea ning Con ex s: All cases, discussions,
and p ojec s in he cou se a e si ua ed in highly simula ed eal-
wo ld con ex s. Fo ins ance, in he wo kshop (Session 7), s uden s
ake on he ole o ―b and consul an s‖ a he han ―s uden s‖.
Thei ask is o sol e naming p oblems o eal (o closely
simula ed) b ands. This con ex ualiza ion gi es lea ning eal-wo ld
ele ance and d i es s uden s o ac i ely explo e and in eg a e
knowledge.
Social Cons uc ion: Cons uc i ism emphasizes he social
dimension o lea ning. The cou se ex ensi ely employs g oup
discussions, collabo a i e p ojec s, and pee e alua ions. In
de ending hei ansla ion p oposals o c i iquing o he s‘, s uden s
mus a icula e hei easoning, engage wi h di e se pe spec i es,
and collabo a i ely e ise and deepen hei unde s anding h ough
in e ac ion (social cons uc ion). Fo example, in he deba e on
―Li e al T ansla ion o T ansli e a ion?‖, he e is no single co ec
answe —only inc easingly comp ehensi e unde s andings o med
h ough he clash and in eg a ion o iewpoin s.
2.4.2 P ojec -Based Lea ning (PBL)
PBL se es as he o e a ching o ganiza ional amewo k o his
cou se, in eg a ing agmen ed lea ning ac i i ies in o a cohe en
educa ional jou ney ma ked by pu pose and angible ou comes
(La me e al., 2015; Thomas, 2000).
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a) Theo e ical Co e:
S uden s acqui e and apply key knowledge and skills by engaging
in an ex ended, eal-wo ld, complex, and challenging p ojec . The
lea ning p ocess is s uc u ed a ound his p ojec and culmina es in
a conc e e p oduc o deli e able (K ajcik & Blumen eld, 2006;
La me & Me gendolle , 2010).
b) Mani es a ion in Cou se Design:
D i ing Task: The ―ul ima e p ojec ‖ o his cou se—a comple e
b and naming and p omo ional s a egy (Session 8)—is
p esen ed o s uden s a he e y beginning. This complex, open-
ended ask ac s as a ―No h S a ‖, guiding he en i e cou se. I
p o ides clea pu pose o each session and e e y exe cise. S uden s
a e awa e ha lea ning heo ies, analyzing cases, and pa icipa ing
in wo kshops a e all in se ice o success ully comple ing his inal
p ojec .
Backwa d Design: The cou se con en is e e se-enginee ed based
on he compe encies equi ed o comple e he inal p ojec . To
de elop an e ec i e naming s a egy, s uden s need heo e ical
ools (in e cul u al and ansla ion s udies), s a egic analysis skills
(cul u al adap a ion, domes ica ion and o eigniza ion), and
c ea i e execu ion abili ies (linguis ics and semio ics)—all o
which a e p ecisely add essed in he i s se en cou se modules.
PBL ensu es he ocus and e iciency o cou se con en .
2.4.3 Ou pu -O ien ed App oach (OOA)
The OOA heo y, especially i s Chinese a ian , pe ec ly aligns
wi h he na u e o his cou se as a language applica ion discipline,
p o iding a conc e e pa hway o add ess he ―sepa a ion o lea ning
and use‖ issue (Wen, 2018).
a) Theo e ical Co e:
The OOA amewo k consis s o h ee co e s ages: ―d i ing‖,
― acili a ing‖ and ―e alua ing‖. Teaching begins wi h a eal
communica i e ask ha s uden s need o accomplish (d i ing).
The ins uc o hen p o ides and guides s uden s in selec ing
necessa y inpu ma e ials ( acili a ing). Finally, s uden s‘ ou pu is
assessed immedia ely and e ec i ely (e alua ing) (Wen, 2016,
2018).
b) Mani es a ion in Cou se Design:
Ou pu -D i en: Each session s a s wi h a challenging ―small
ou pu ‖ ask. Fo example, a he beginning o Session 2, he
ins uc o migh pose: ―Assuming Subway is en e ing he Chinese
ma ke , please quickly d a a Chinese name o he b and in you
g oups.‖ This ask immedia ely exposes s uden s‘ cu en
limi a ions, g ea ly mo i a ing hei in insic in e es in lea ning
abou he ―a o phone ic and seman ic ansla ion.‖
Inpu Facili a ion: A e s uden s a e ―d i en,‖ he eache no
longe simply impa s knowledge bu ac s as a ― esou ce p o ide ‖
and ―me hodological guide,‖ leading s uden s o s udy classic cases
(such as ―赛百味‖), analyze ansla ion s a egies, and summa ize
p inciples and skills. A his s age, he inpu is highly e icien due
o i s clea pu pose.
Selec i e Lea ning: OOA emphasizes ha s uden s should
selec i ely lea n and abso b om inpu ma e ials based on he
needs o hei ou pu asks. In b and ansla ion wo kshops, o
example, when naming a speci ic b and (such as a ech p oduc ),
s uden s p oac i ely sea ch he lexicon o cha ac e s like ―捷‖
(jié), ―科‖ (kē), and ―睿‖ ( uì) ha con ey a echnological eel,
a he han passi ely memo izing all high- equency cha ac e s.
2.4.4 Si ua ed Lea ning Theo y
This heo y suppo s he nume ous au hen ic cases and p ac ical
ac i i ies in he cou se, emphasizing he impo ance o
―communi ies o p ac ice‖ (La e & Wenge , 1991).
a) Theo e ical Co e:
Lea ning is he p ocess h ough which lea ne s legi ima ely
pa icipa e in a social communi y o p ac ice, and knowledge is he
p oduc o ac i i ies, con ex s, and cul u e (La e & Wenge , 1991,
p. 98).
b) Mani es a ion in Cou se Design:
C ea ion o a ―Communi y o P ac ice‖: This cou se is
commi ed o cons uc ing he class oom as a ―communi y o
p ac ice in b and ansla ion‖. Wi hin his communi y, he e is a
sha ed mission ( o c ea e excellen ansla ed b and names), sha ed
esou ces and ools ( heo e ical amewo ks, case lib a ies, high-
equency cha ac e lis s), and commonly ecognized modes o
p ac ice (g oup collabo a ion, p oposal p esen a ions,
mul idimensional e alua ions). Th ough pa icipa ion in hese
p ac ices, s uden s g adually e ol e om pe iphe al obse e s in o
co e membe s capable o legi ima e pa icipa ion.
Au hen ic Tasks: As p e iously no ed, all asks in he cou se
s i e o au hen ici y, allowing s uden s o eel ha hey a e
engaged in wo k simila o ha o indus y p o essionals a he
han me ely academic exe cises.
2.4.5 Final In eg a ion o he Theo e ical F amewo k
In summa y, he heo e ical amewo k o his cou se is a mul i-
le el, mu ually suppo i e o ganic whole:
Cons uc i ism se es as he philosophical ounda ion o he
cou se, de ining how lea ning occu s;
P ojec -Based Lea ning cons i u es he mac o-le el s uc u e o he
cou se, o ganizing he en i e lea ning p ocess;
The P oduc ion-O ien ed App oach guides he mic o-le el
ins uc ional p ocedu es, di ec ing he conc e e implemen a ion o
each lesson;
Si ua ed Lea ning Theo y p o ides he socio-cul u al dimension o
he cou se, c ea ing an imme si e lea ning en i onmen and
cul u e.
These ou majo pedagogical heo ies collec i ely se e he
eaching and ans o ma ion o he h ee co e disciplina y domains:
In e cul u al Communica ion Theo y, T ansla ion S udies, and
Linguis ics & Semio ics. Ul ima ely, h ough he syne gis ic e ec
o hese heo ies, he cou se success ully achie es i s co e
objec i e: o cul i a e s uden s in o in e disciplina y alen s wi h
in e cul u al awa eness, c ea i e ansla ion compe ence, and
s a egic b and hinking.
3. Cou se Design Model o ―F om
Coca-Cola o BMW‖
This cou se model aims o ans o m s uden s, h ough sho - e m
in ensi e lea ning, om beginne s wi h only a ague pe cep ion o
b and name ansla ion in o quasi-p o essionals equipped wi h
sys ema ic analy ical abili y and c ea i e p ac ical compe ence. The
cou se design ollows a spi al p og ession o "cogni i e
cons uc ion – compe ence enhancemen – p ac ical applica ion –
in eg a ed ou pu ," h oughou which he eaching philosophy o
" heo y-led, case-d i en, and p ac ice-ancho ed" is consis en ly
implemen ed.
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14
3.1 Cou se Philosophy and Objec i e Sys em
3.1.1 Co e Philosophy
This cou se is buil upon he ollowing h ee co e philosophical
pilla s:
a) Philosophy o C oss-disciplina y In eg a ion: B and
name ansla ion lies a he in e sec ion o linguis ics,
ansla ion s udies, ma ke ing, and in e cul u al
communica ion; he cou se mus b eak disciplina y
bounda ies and p o ide an in eg a ed knowledge
amewo k.
b) Compe ence-o ien ed Philosophy: The co e o cou se
assessmen is no he memo iza ion o knowledge poin s,
bu s uden s‘ abili y o analyze, c ea e, and sol e eal-
wo ld p oblems.
c) Lea ne Au onomy Philosophy: The eache ‘s ole shi s
om a ―knowledge ansmi e ‖ o a ―designe and
acili a o ,‖ s imula ing s uden s‘ ac i e explo a ion and
collabo a i e lea ning h ough p ojec s, case s udies, and
wo kshops.
3.1.2 Th ee-dimensional Objec i e Sys em
a) Based on he abo e philosophy, he cou se objec i es
a e speci ied ac oss h ee dimensions:
Knowledge Dimension: To sys ema ically mas e he
main s a egies o b and name ansla ion
( ansli e a ion, li e al ansla ion, c ea i e ansla ion,
e c.) and he unde lying heo ies o in e cul u al
communica ion and ansla ion s udies.
b) Compe ence Dimension: To independen ly ca y ou he
ull p ocess o b and name ansla ion— om diagnosis
and s a egy selec ion o c ea i e gene a ion and
e alua ion—and o apply b and names as linguis ic
ma e ials in second language eaching con ex s.
c) Li e acy Dimension: To de elop a keen sense o
in e cul u al awa eness, cul i a e c i ical hinking
owa ds linguis ic and cul u al phenomena, and os e
he abili y o c ea i ely sol e p oblems in in e cul u al
con ex s.
3.2 Cou se Con en Modules and Teaching
Implemen a ion
To achie e he abo e objec i es, he cou se con en is o ganized
in o ou p og essi e modules, co esponding o he co e p ocess
illus a ed in he diag am.
3.2.1 Module One: Cogni i e Cons uc ion — The
―P inciples‖ and ―Me hods‖ o B and Name
T ansla ion (Sessions 1–2)
This module se es as he ounda ion o he cou se, aiming o
es ablish a mac o-le el heo e ical pe spec i e and a basic
analy ical amewo k o s uden s.
a) Teaching Con en : In oduce he signi icance o b ands
and b and naming; analyze key di e ences be ween
Chinese and English languages and cul u es; ocus on he
wo undamen al app oaches o b and name ansla ion:
ansli e a ion and li e al ansla ion.
b) Theo e ical In eg a ion: In oduce Ho s ede‘s cul u al
dimensions heo y and Hall‘s high- and low-con ex
cul u e heo y o explain he necessi y o ansla ion;
apply Skopos Theo y o guide s uden s in conside ing he
c i e ia o selec ing ansla ion s a egies.
c) Teaching Implemen a ion:
Case In oduc ion: Use globally enowned examples such as
―Coca-Cola‖, ―Pepsi‖ and ―Nike‖ o spa k s uden in e es and
p o ide an in ui i e unde s anding o he appeal o success ul
ansla ed b and names.
G oup Discussion: O ganize a deba e on ―Li e al T ansla ion o
T ansli e a ion?‖ o allow s uden s o expe ience he ade-o s
be ween ansla ion s a egies h ough in ellec ual exchange,
ollowed by a heo e ical summa y and enhancemen by he
ins uc o .
P ac ical Exe cise: S uden s a e di ided in o g oups o design
bilingual names o i e in e na ional b ands (e.g., Ne lix),
applying he concep s hey ha e lea ned in an ini ial hands-on ask.
3.2.2 Module Two: Compe ence Enhancemen — In-dep h
Explo a ion o S a egy, Cul u e, and Language
(Sessions 3–5)
A e es ablishing basic cogni ion, his module del es deepe in o
he cul u al, isual, and linguis ic dimensions o cul i a e s uden s‘
c i ical analysis and s a egic hinking abili ies.
a) Teaching Con en : Explo e in dep h he s a egies o
cul u al adap a ion, he in e ac ion be ween isual and
linguis ic symbols (c oss-modal hinking), and he lexical
choices and seman ic s a egies in Chinese and English
b and names.
b) Theo e ical In eg a ion: Deepen he applica ion o
cul u al dimensions and con ex heo ies; in oduce he
semio ic heo y o ―signi ie and signi ied‖ o analyze he
in e ac ion be ween isuals and language; apply lexical
seman ics o decode he cul u al meanings o high-
equency wo ds.
c) Teaching Implemen a ion:
Case Analysis (Success s. Failu e): Compa e success ul cases
such as ―Me cedes-Benz‖ and ―BMW‖ wi h cases ha ailed due o
cul u al misin e p e a ion, enabling s uden s o unde s and he isks
and bene i s o cul u al adap a ion.
Mic o-p esen a ions: S uden s gi e sho p esen a ions on selec ed
b and cases o de elop hei esea ch and p esen a ion skills.
C ea i e Design Ac i i y: Design bilingual names o gi en logos
o s eng hen c oss-modal hinking; c ea e and name an o iginal
b and, in eg a ing lexical s a egies and cul u al insigh s.
3.2.3Module Th ee: P ac ical Applica ion and In eg a ion
— F om Class oom o Wo kplace and Class oom
(Sessions 6–7)
This module encou ages s uden s o apply and in eg a e he
knowledge and skills acqui ed in p e ious modules wi hin eal-
wo ld con ex s.
a) Teaching Con en : In eg a e b and name ansla ion wi h
he ield o Teaching Chinese as an In e na ional
Language and conduc in ensi e b and name ansla ion
wo kshops.
b) Theo e ical In eg a ion: Combine P ojec -Based
Lea ning (PBL) heo y and Cons uc i is lea ning heo y
o enable s uden s o ―lea n by doing‖.
Copy igh © ISRG Publishe s. All igh s Rese ed.
DOI: 10.5281/zenodo.17318040
15
c) Teaching Implemen a ion:
Ins uc ional Design Ac i i y: Guide s uden s o conside how
b and names such as ―Coca-Cola‖ can be used in eaching Chinese
g amma poin s (e.g., he ―可 + V‖ s uc u e), cul i a ing hei
abili y o ans o m p o essional knowledge in o eaching
esou ces.
T ansla ion Wo kshop: The co e p ac ical componen . S uden s
wo k in g oups o ansla e en eal o ic ional b and names and
ecei e pee e iew and ins uc o eedback based on ou
dimensions: phonological esemblance, seman ic ele ance,
cul u al app op ia eness, and communica i e e ec i eness. This
p ocess g ea ly enhances s uden s‘ abili ies in eamwo k, c ea i e
hinking, and a ional e alua ion.
3.2.4 Module Fou : Ou come P esen a ion and Re lec ion
— Comple ion o he Lea ning Loop (Session 8)
This module se es as he climax and conclusion o he cou se,
aiming o comple e he lea ning loop h ough ou come p esen a ion
and o p omo e he in e naliza ion o knowledge h ough e lec ion.
a) Teaching Con en : Final p ojec p esen a ions by
s uden s; comp ehensi e e iew and summa y o he
cou se.
b) Teaching Implemen a ion:
Final P ojec P esen a ion: S uden s p esen hei ―comple e b and
naming and p omo ion plan,‖ a comp ehensi e inal p ojec
equi ing hem o ca y ou he ull p ocess o a b and newly
en e ing he ma ke — om in e cul u al diagnosis and naming
s a egy o bilingual name design and a basic ma ke ing slogan.
This se es as he ul ima e assessmen o all he knowledge and
skills acqui ed h oughou he cou se.
Cou se Re iew: The ins uc o guides s uden s in e isi ing he
co e poin s o all eigh sessions, linking agmen ed knowledge
in o a sys ema ic knowledge ne wo k.
Ou look and Feedback: In oduce on ie opics such as AI
ansla ion and b and- ela ed legal issues o s imula e s uden s‘
in e es in u u e lea ning, and collec eaching eedback h ough
ques ionnai es.
3.3 Teaching Me hodology
The success o his cou se elies on a se ies o s uden -cen e ed
eaching me hods:
Case-Based Teaching: Employed h oughou he cou se, using a
la ge numbe o classical cases—bo h posi i e and nega i e,
ancien and mode n, Chinese and in e na ional— o b ing heo ies
o li e and make hem angible.
P ojec -Based Lea ning: The inal b and naming p ojec d i es he
en i e lea ning p ocess, enabling s uden s o lea n wi h asks in
mind, os e ing a s ong sense o achie emen and pu pose.
Collabo a i e Lea ning: F equen g oup discussions, wo kshops,
and p ojec p esen a ions cul i a e s uden s‘ eamwo k and
communica ion skills.
P ac ical Wo kshops: The class oom is ans o med in o a ―design
s udio,‖ whe e s uden s lea n by doing and gain insigh s h ough
c ea ion.
Th ough he abo e me iculously designed cou se model, his
cou se success ully p o ides s uden s wi h an imme si e and
in ensi e lea ning expe ience in b and in e cul u al ansla ion
wi hin a compac sho semes e , laying a solid ounda ion o hei
u u e academic ad ancemen and ca ee de elopmen in ela ed
ields.
4. Teaching P ac ice and E ec i eness
E alua ion
Whe he he design philosophy and heo e ical amewo k o a
cou se a e success ul mus ul ima ely be es ed h ough eaching
p ac ice. This chap e , based on h ee i e a ions (a o al o 24 class
sec ions) o he ―F om Coca-Cola o BMW‖ cou se, adop s a case
s udy app oach o sys ema ically e alua e he eaching
e ec i eness h ough di e si ied da a collec ion and analysis, and
o add ess he co e ques ions aised in he in oduc ion o his
s udy.
4.1 Resea ch Me hods and Da a Collec ion
To comp ehensi ely and objec i ely e alua e he e ec i eness o
he cou se, his s udy adop s a mixed-me hods app oach, collec ing
bo h quan i a i e da a and quali a i e ma e ials o achie e
iangula ion.
a) Resea ch Subjec s: A o al o 248 unde g adua e s uden s
who ook his elec i e cou se o e h ee semes e s, wi h
majo s including T ansla ion, Business English,
Teaching Chinese as an In e na ional Language, and
Ad e ising.
b) Da a Sou ces:
b1. Di ec E idence o Ou comes: Collec ed 126 physical
submissions, including all g oup inal p ojec epo s, b and
naming p oposals, and wo kshop exe cise esul s.
b2. Re lec i e Ques ionnai es: A e he cou se, s uden s we e
in i ed o comple e an anonymous online ques ionnai e o
p o ide sel -pe cei ed eedback on he achie emen o cou se
objec i es, wi h 230 alid esponses collec ed.
b3. Semi-S uc u ed In e iews: A he end o each eaching
cycle, 12 s uden s we e andomly selec ed o in-dep h
in e iews (app oxima ely 30 minu es each), aiming o gain
deepe insigh s in o hei lea ning expe iences and
pe cep ions.
b4. Ins uc o ’s Teaching Obse a ion Log: The esea che
(i.e., he cou se ins uc o ) eco ded highligh s o class
discussions, ypical di icul ies encoun e ed by s uden s, and
key e en s du ing p ojec p og ess in a eaching jou nal.
4.2 Analysis o he Teaching P ac ice P ocess
The eaching p ac ice was closely aligned wi h he cou se model
desc ibed in Chap e 3. The ollowing p esen s ypical eaching
momen s as illus a i e examples.
4.2.1 Deepening he Applica ion o Theo y: F om
―Knowing Wha ‖ o ―Knowing Why‖
A he beginning o he cou se, s uden s‘ e alua ions o b and
name ansla ions mos ly emained a a pe cep ual le el, such as
― his ansla ion sounds good.‖ Th ough sys ema ic heo e ical
inpu , s uden s g adually de eloped a amewo k o a ional
analysis.
Class oom Reco d: When analyzing he case ―IKEA → 宜家,‖
S uden A ini ially commen ed, ―I eels wa m and cozy.‖ A e
s udying Ho s ede‘s collec i ism dimension and semio ic heo y,
he s uden la e w o e in an assignmen : ―‗宜家‘ is de i ed om
