The Translation of English Brand Names from the Perspective of Skopostheorie_英语论文

摘要

在经济全球化的格局下，中国经济越来越占据主导地位。国外商家开始重视中国市场，大批量的引出商品到中国。对于国外来说，他们的出口商品面对的是具有全新异域文化背景的消费群体，所以他们必须要重视商标的翻译，只有准确恰当了，才能树立起一个良好的品牌形象，从而扩大商品出口。

就翻译而言，它应该有具体的翻译要求。有时因特殊需要，要求译文与原文具有不同的功能，因而，赖斯认为译者应优先考虑译文的功能特征而不是对等原则。此后，赖斯的学生汉斯威密尔摆脱以原语为中心的等值论的束缚，创立了功能派的奠基理论：翻译目的论。

目的论注重功能，适用于品牌翻译，从而达到科学有效的刺激消费，促进消费。本文拟从目的论视角出发，根据其基本原则和发展，来分析英语品牌的汉译。本论文成果仍具有一定的局限性，供将来相关研究参考。

关键词：翻译，英语品牌，目的论，基本原则 

Abstract

In the pattern of economic globalization, China's economy is increasingly dominated. Foreign businessmen began to pay attention to the Chinese market and export large quantities of goods to China. For foreign countries, their exports are faced with a new exotic cultural background of the consumer groups, so they must pay attention to the translation of trademarks. In order to establish a good brand image, the translation must be accurate and appropriate. Thereby expanding the export of goods.

In terms of translation, it should have specific translation requirements. Sometimes, because of the special needs, the translation and the original text should have a different function. Therefore, Rice regarded that the translator should give priority to the function of the translation rather than the principle of equivalence. Since then, Rice's student Hans Vermeer has emerged from the primitivecentered theory of the doctrine of equivalence and founded the foundation theory of the functionalist: Translation Skopos Theory.

Skopostheorie focuses on function, suitable for brand names translation, so as to stimulate and promote consumption scientifically and effectively. This paper intends to analyze the translation of English brand names from the perspective of Skopostheorie, according to its basic rules and development. The results of this paper still have some limitations for future reference.

Key Words: translation, English brand names, Skopostheorie, basic rules

Contents

1. Introduction1

2. Demonstration2

2.1. An overview of Skopostheorie and the translation of brand names 2

2.1.1. Origin and development of Skopostheorie 2

2.1.2. Three rules of Skopostheorie2

2.1.2.1. Purpose rule2

2.1.2.2. Coherence rule3

2.1.2.3. Fidelity rule4

2.1.3. A review of the translation of brand names 4

2.1.4. Skopostheorie’s influence on translating brand names 5

2.2. The Translation of English brand names from other two perspectives6

2.2.1. The perspective of cultural difference6

2.2.2. The perspective of aesthetics7

2.3. Apply the three rules of Skopostheorie to the analysis of the translation of English brand names 8

2.3.1. The purpose rule8

2.3.2. The coherence rule 10

2.3.3. The fidelity rule 11

3. Conclusion13

Works Cited 14

Bibliography 15