Abstract:

This essay is based on Skopos theory, clarifies the functions of brand names and analyses the factors affecting the translation of garments’ brand names from the perspective of Skopos theory including cultural factors, psychological needs and legal factors. This dissertation also discuss the techniques of the translation of garments’ brand names such as transliteration, literal translation, free translation and combination of transliteration and free translation

Key words: Skopos theory; garments’ brand name; translation

摘要：

本文以目的论为指导，阐述了商标的功能，分析了在目的论指导下的服装商标翻译应考虑的几个因素，其中包括：文化因素, 目标消费者的心理需要和法律因素。讨论了服装商标翻译的方法，如：音译法, 直译法, 意译法和音意结合法。

关键词：目的论；服装商标名称；翻译

1.    Overview of Skopos theory 
1.1Background and development of Skopos theory
Skopos theory is the core of Functionalist translation theory which is chief represented by Germany scholars Katharina Reiss, Hans J. vermeer, Justa Holz Manttari and Christiane Nord.
In 1971, text function was regarded as a standard of translation function in Possibilities and Limitations of Translation Criticism written by Reiss. On one hand, she advocated the equivalence based on the source text and that excellent translation be on an equal footing with source text in the content, language forms and interpersonal function. She called it integral communicative performance. On the other hand, she realized that some equivalence is impossible in that it is demanded that the translation function be different from that of the source text. In this case, she insisted that the function of translated test should have priority instead of equivalence.
Later, Reiss’s student Vermeer proposed that translation is one kind of action, any of which has an aim or purpose. The translator should take the purpose and situation of the clients into consideration, then select the necessary information to translate.