目的论视角下服装商标的英译研究_英语论文

Study on Trademark Translation of Garment from the Perspective of Skopos Theory

摘要

要争夺全球市场无疑需要一个全世界通行的企业标识——商标。如何借助翻译这一手段，跨越不同语言和文化的障碍，塑造全球性的商标?本文通过介绍国内中英文商标名翻译，尤其是服装商标的构成、特点、功能以及影响其商标名翻译的因素，阐述了商标名翻译的目的和重要性。同时，本文并从功能翻译理论中的目的论这一视角出发，结合商标本身固有的特点，运用大量例证和数据分析尝试探讨了服装商标名翻译策略，从中总结出商标翻译明确的目的性及翻译方法的灵活多样性，为今后服装商标名翻译提供参考建议。

本文共分为四章。第一章是简介，主要介绍本文的研究背景,研究的目的与重要性以及本文的框架。第二章介绍目的论的出现和发展、商标、品牌和前人研究。第三章是论文主体部分，从目的论视角研究品牌名称的翻译方法的选择，分析探讨一些实例的优劣，提出一些改进建议。第四章是结论部分。

关键词: 目的论；商标名称；商标翻译

Abstract

In order to enter the global market and expand the business home and abroad, almost all the enterprises need globally-recognized trademarks or the brand names as identities. We are posed with how to overcome the barriers between Chinese and English cultures and languages from the angle of translation and create real global brand names? This thesis discusses the brand names translation methods through the perspective of the Skopos theory by analyzing a large number of translation practice and data collected in the market, with the hope of providing some help and useful suggestions for the brand name translation practice and the creation of famous brand names in China.

This thesis is divided into four chapters. Chapter One is an introduction, which mainly introduces the background, the purpose and significance of this study as well as the organization of the thesis. The second chapter is an review of the development of Skopos Theory, introduction of trademark and brand names, and previous studies. Chapter Three is the main body of this thesis, which is to examine the choice of brand name translation method, and make an analysis to explore the advantages and disadvantages of some translation examples from the perspective of Skopos theory. The fourth chapter is the conclusion. 

Key words:  Skopos theory  brand name  trademark translation