在功能目的论视角下浅谈商标翻译策略_英语论文

On Trademark Translation from the Perspective of Skopos Theory

摘要

当今社会，随着人们生活水平的不断提高,人们越发注重商标的品牌效应。当今社会，“商标”在商品贸易领域内日益发挥重要的作用，它致力于中外市场的合作交流与发展。所以，在频繁的国际贸易中，商标翻译显得尤为重要。但在翻译的过程中，各种文化因素是我们必须考虑进去的。更为重要的是，只有运用恰当的翻译策略和方法才能在翻译过程中达到我们想要的结果。

本文浅谈了商标的概况和特点，并从功能目的论的角度阐述了商标翻译的几种策略和方法。本文的目的是使译者对商标翻译的概念有着更深一步的理解，并且能够使他们在商标翻译的过程中更好的运用商标的几种策略，以促进中外市场的合作与交流。

关键词：商标 功能目的论 翻译原则 翻译策略

Abstract

In today’s society, with the improvement of people’s living standard, people pay more and more attention to the brand effect in their daily lives. The brand name has played an important role in today’s business practice which serves to interaction between chinese  and foreign market. Therefore, in the international business trade, the translation of trademark has become increasingly important. But all kinds of cultural factors must be considered in process of translating. What’s more, only by employing the appropriate principles and strategies can we achieve the desired effects in translation. This thesis analyses definition of trademarks, the features of  trademark, translation principles and skills according to Skopos Theory. This thesis aims to enhance translator’s understanding on trademark translation, enables them to apply the strategies and principles of trademark translation better in process of translating, and finally promote interaction of different countries in the market. At the same time, it is helpful to boost economic exchanges among different countries.

Key words: trademark; Skopos Theory; translation principles; translation strategies