摘 要

随着当今世界经济一体化和中国加入世界贸易组织，我国市场不仅仅局限于可见的有形物品，还包括各种无形商品，商品交易也不再局限于本国国内市场。在这样的市场环境下，商标名称在一定的条件下能够对其所在的企业有所影响。因此，越来越多的企业意识到商标名称对于其企业来说是一种巨大的无形资产，因为商标不仅仅可以代表其产品，还具有经济价值、信誉价值、权利价值和艺术价值。然而由于各国语言的不同，在商品交易中商标翻译起到举足轻重的作用。如何准确的把企业的商标名称翻译成为目的语商标名称，对于产品的销售是极其重要的，对于一个想在外国市场赢利的企业来说也有着举足轻重的作用。
本文分为五个部分介绍商标名称翻译。首先，本文介绍商标的基本常识，包括商标、商号和品牌的区别，商标翻译研究的发展历史及其意义。根据本文之前介绍的信息，进一步介绍商标的定义、特点、功能和语言结构等，并简要介绍商标翻译研究的现状。提出本文中心论点：在商标翻译中目的论是被普遍应用并且具有重要的作用。随后，本文会介绍功能派翻译理论的发展，基本内容和翻译方法。运用现实生活中的实例分析功能派翻译理论在商标翻译中所起到的作用。功能派翻译理论的核心思想是目的论，本篇着重分析目的论是如何在源语言与目的语中起作用的，不仅如此，这种作用在商标翻译中有什么特殊性。并且根据之前介绍的商标翻译的功能和特点，重点分析中外商标互译中存在的共同点和不同点，在翻译过程中需要注意哪些特殊点，为商家的商品增加吸引力。最后提出本文的结论，如果翻译者能够把目的论的中心思想带入到翻译过程中，那么翻译作品将会更上一层楼。

关键词：功能主义；目的论；商标； 翻译

Abstract

   With the of globalization of today’s world economy and China’s entry into the World Trade Organization, products in our country are not limited to tangible ones but also include a variety of intangible ones. Commodity trading is no longer confined to our domestic market, and a wide range of products swarm into the world market. In such kind of market environment, brand name under certain conditions can have an impact on our businesses. Therefore, more and more enterprises realize that for their business brand names are huge intangible assets. Because brand names can represent their products and they also have economic, legal, reputable and artistic value. However, due to the reason that people communicate with each other in different languages; brand name translation plays a crucial role in commodity trading. How to translate a company's brand name correctly into the target language is of extreme importance to the sales of the product and has a pivotal role for an enterprise that is eager to make a profit in foreign countries.
This paper is divided into five parts to introduce the translation of brand name. First, this paper gives introduction to some basic knowledge of the brand name, which includes the differences among brand name, trade name and brand and the history of translation studies and its significance. According to the information that has been introduced before, this paper continues to introduce the definition, characteristics, functions, language structures and the present status of brand name translation. The paper shows the core idea that Skopostheory is widely used and is very important in brand name translation. Then, the paper shows the development of translation theory of the functionalist, the basic content and translation methods. And it analyzes the effect that the functionalist translation theory has in the translation of brand name with examples in daily life. The core idea of functionalist translation theory is the Skopostheory. It focuses on how it works between the source language and the target language. What’s more, it tries to find out whether there is anything special in brand name translation. However, according to the functions and features of brand name translation that has introduced before, we will focuse on the similarities and differences of brand name translation at home and abroad and what enterprises should pay attention to while translating in order to gain more attraction. Lastly, translators could make the translation work better if they take Skopostheory into consideration.

Keywords: Functionalism; Skopostheory; brand name; translation