从目的论角度研究服装品牌名称翻译

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从目的论角度分析服装品牌名称翻译

摘要服装行业一直是我国非常重要的产业，我国是世界最大的服装生产加工大国。

随着经济全球化的不断深入与发展，我国服装产品越来越多的进入了国际市场，也面临着激烈的竞争与挑战。

为提高我国服装品牌名称的翻译质量，使国内各服装企业走向世界，在国际市场上成功树立自己的品牌，本文依据翻译目的论的基本原则结合品牌名称翻译中需考虑的因素，试探讨国内服装品牌名称的翻译案例，并与国际知名服装品牌进行对比分析，最后提出了提高翻译质量的一些建议与方法。

关键词：服装；品牌名称翻译；目的论ABSTRACTClothing industry is an important part of Chinese industries and China is the biggest producer and processer of clothing in the world. With the development of economic globalization, more and more Chinese clothing products have entered into the international market, facing intensified competition and challenges. In order to improve the translation quality of our clothing’s brand names, to help domestic clothing enterprises reach out to the world and set up their own brand names in the international market successfully, under the guidance of Skopostheorie and its basic rules, this paper tries to analyze some selected cases of domestic clothing’s BNT and compare with some selected cases of famous international clothing’s brand names. Finally, this paper concludes some suggestions and methods to improve the translation quality.Key words：clothing; brand name translation; skopostheorieContents1．Introduction (51)2. Skopostheorie and achievements and current situation of BNT (52)2.1 Development and basic rules of Skopostheorie (52)2.1.1 Background and development (52)2.1.2 Basic rules (53)2.2 Previous research of BNT (54)3. The factors to be considered in BNT (56)3.1 Culture factors (56)3.2 Consumer psychology (57)3.3 Commercial factors (57)3.4 Legal factors (58)3.5 Globalization background (58)4. Comparative analysis of cases of clothing’s BNT with the guidance of Skopostheorie (59)4.1 Comparative analysis of international and domestic clothing’s BNT (60)4.1.1 Analysis of famous international clothing’s brand names (60)4.1.1.1 Analysis within the categories of product attributes (60)4.1.1.2 Analysis within the categories of consumers (62)4.1.2 Analysis of famous domestic clothing’s BNT (64)4.1.2.1 Analysis within the categories of product attributes (64)4.1.2.2 Analysis within the categories of consumers (67)4.1.3 Comparison of their similarities, differences and gaps (69)4.2 Comparative analysis of domestic clothing’s BNT in different periods (71)4.2.1 The period after opening up before China’s entering the WTO (71)4.2.2 The period after China’s entering the WTO (71)5．Conclusion (72)5.1 Main results of comparison of clothing’s BNT (72)5.2 Suggestions and methods to improve the quality of translation (73)Acknowledgements ............................................................................ 错误！未定义书签。

从目的论角度初探国外品牌名汉译特色

从目的论角度初探国外品牌名汉译特色【摘要】本文试图从目的论角度对部分外来品牌名汉译进行分析，初步剖析国外品牌名汉化在中国取得成功的因素，以期对今后国外品牌汉译有所启示。

【关键词】品牌；汉译；目的论品牌是人们对一个企业及其产品、售后服务、文化价值的一种评价和认知，是一种信任。

品牌就好比是某个产品的代言人，在商品经济中，它属于企业的一种无形资产，只有当消费者对产品及产品系列产生认知的时候，品牌才产生市场价值。

一、背景概述1984年，汉斯·弗米尔在与凯瑟琳娜·赖斯合著的《翻译理论基础概述》一书中提出了德国功能理论学派颇具里程碑意义的理论——目的论。

根据该理论，决定翻译过程的最主要因素是整体翻译行为的目的，译本的预期目的或功能决定翻译策略和方法。

在这一理论框架中，决定翻译目的的最主要因素是译文预期的读者。

由于原文读者与译文读者在文化背景知识、思维方式、对译文的期待等方面存在较大差异，译者要从译语读者的角度出发，根据译文的预期目的或功能决定翻译策略。

在市场经济中，决定企业成败的因素大到整个企业的经营战略、文化背景等，小到售后服务、产品理念的传达等。

品牌作为企业的招牌，无疑在其中扮演着重要的角色。

品牌的识别度在很大程度上关系着消费者对企业产品的关注度、口碑、购买欲望等。

正是基于此，品牌不仅是企业的“代名词”，而且对其的翻译手法也是非常值得去关注和研究的领域。

二、品牌翻译分类初探1.中外兼具特色的品牌名华润万家有限公司（china resources vanguard co. ltd，缩写cr vanguard）是中国最具规模的零售连锁企业之一，其多元化业务具有良好的产业基础和市场竞争优势。

“华润”在中文中蕴含“中华大地，雨露滋润”之意，这一蕴意一方面体现中国人起名字时的“大气”情节，另一方面也契合了华润万家的理念：一切以人为本、人口驱动增长、尊重人文精神、改善人们生活。

其英文名字vanguard在牛津高阶里的解释为 the leaders of a movement in society， for example in politics， art， industry. etc. （政治、艺术、工业等社会活动的）领导者，先锋，先驱者，这一释疑其实也传达出该公司致力于追求卓越，造福于大众的价值观。

目的论视角下英文商标汉译研究Analysis of Chinese Translation of T

目的论视角下英文商标汉译研究Analysis of Chinese Translation of Trademark Based on Skopostheorie 5.1 The Fulfilled of SkoposIn order to know how to complete the translation of English trademarks, we must first understand the purpose of English trademarks. English trademarks are often known for their good quality and satisfactory after-sales service. A good brand helps to increase product visibility, prompting consumers to choose the brand's products. In short, the biggest purpose of English trademarks is to establish a good image and stimulate consumers' desire to promote the development of the company. In order to familiarize local consumers with their trademarks, English trademarks mostly choose to translate the trademark into the local language. Usually, the brand owner searches for the translator for translating trademark. The business owner may give the translator a translation summary, which introduces the target consumer, product positioning, product name and other information. The translator translates the trademark based on these information. This newly-produced brand is expected to be functional, so it can only achieve its purpose when accepted by consumers in the Chinese market. The purpose of translation requires translators to do everything possible to make the translation of trademarks popular with target consumers and to cause their desire to buy. If the translated trademark name does not leave a positive impression, or even a negative impression, it is considered an unsuccessful translation. At this point, the initiator either asks the translator to do it again, or find another translator to re-translate. The main purpose of trademark translation is to achieve the expected function of the trademark in China. The uniqueness of trademarks is the main consideration when registering trademarks. Similarly, the distinctiveness and innovation of trademark translation is an important factor for consumers to distinguish similar products.5.1.1 The Informative of Translated TrademarkTrademark is mainly to provide information to potential consumers through advertising and then makes profits. The choice of these consumers will directly affect the performance of the company. This paper raised this question in order to cause the translator to notice that regardless of the amount of information on the originaltrademark, and the translated trademark must have a rich meaning, allowing consumers to understand the product in the shortest possible time, such as the characteristics of the company's services and products. At the same time, the translator should abide by the coherent rules in the discourse, the principle of coherence between texts and the principle of faithfulness. This paper uses some famous British trademark translation cases to illustrate the importance of these rules. For example, Coca-Cola used to be translated into “蝌蚪啃蜡”. This translation violates the Skopostheorie, because the target consumers can infer the true information of the product through this trademark. It is even misleading and completely deviates from the function of the trademark. This translation also violates the coherent rules in the text because the drink cannot be linked to the wax. Customers who see such a trademark will not have any desire to buy. The current translation, “可口可乐”, meets Skopostheorie，and tells consumers that the product is delicious, enjoyable, and consistent with the coherent rules of the discourse, because consumers can understand what the brand is about. Another example is the famous German car brand Benz. Initially it was translated into “彭斯”which made it not outstanding in the market. After that, this strange name was replaced by “奔驰”, and it was a hit. The translation of “彭斯”violates the teleology because it cannot effectively transmit information to the target recipient. Secondly, the word pronunciation is similar to the death in Chinese. It is the most taboo thing in the translation of the vehicle trademark, so it violates the coherence in the text .5.1.2 The Aesthetic Value of Translated Brand NameAs a special language for advertising and marketing, trademarks are most expected to achieve a sense of beauty in the hearts of consumers, leaving a positive impression. This is even more important for those cosmetic labels. Sometimes the original trademark does not have any aesthetic sense, and the translator must use his talents to polish and make it beautiful. An example is the US shampoo brand “ head & shoulders”. The translation of “海飞丝” is recognized as a very successful translation. The reason for its success is that it first meets the rules of teleology, that is thetranslation of “海飞丝” reflects people's need for shampoo. Secondly, it conforms to the coherent rules in discourse, because Chinese consumers can not only understand it, but also understand the beauty of Chinese translation. The Chinese character means “silk flying over the ocean”just like clean shiny hair. Third, this translation is consistent with the coherent rules of discourse because its pronunciation is similar to the original English brand. In short, “海飞丝”, in accordance with the rules of purpose and its two subordinate rules, everyone believes that it has completed the purpose of the brand and created a sense of beauty among the target consumers. Another example is the cosmetics brand Estee Lauder“雅诗兰黛”, which is based in the United States and entered the Chinese market in 1993. The company's goal is to be a world-class product that helps women look young, confident and glamorous. Estee Lauder is the name of its founder, its translation “雅诗兰黛”means elegance, poet, orchid and make-up, and the image of romantic elegance appears in the minds of Chinese consumers. The aesthetic function inspires consumers to purchase its products. Obviously, the brand's goal has been achieved through translation. The translation is also consistent with the coherent rules in the text, and Chinese consumers can feel the elegance and superiority of this makeup brand. In addition, the translation conforms to the coherent rules of discourse because its pronunciation is similar to the original.5.2 Principles Adopted in Chinese Translation of Trademark5.2.1 Attribute Relevance PrincipleAccording to the MSG (Management Study Guide) research, the trademark symbolizes the basic nature of the product, which highlights the physical and individual characteristics of the product. Trademarks also help create brand identity. Skopos theory is the most important theory in trademark translation. It determines the brand characteristics of the translated trademark and the meaning it needs to convey. The ultimate goal is to convince potential customers to purchase the product. The principle of attribute association requires that the translated trademarks enable consumers to associate the brand with impressions of high quality, good service and good reputation, so that customers will buy the product sooner or later. Pavlov's experiment can explain this principle very well. In his experiments, when the doghears the ringtone, it will drool, because they know that there will be meat immediately. Therefore, in the principle of attribute relevance, the translated trademarks should be such that the customer wants to buy the product as soon as he hears the trademark. How we can make a translated trademark famous is a question that requires both the translator and the translator to think together. A successful English trademark translation must not only have a literal meaning, but also be symbolic. Because Chinese is an ideogram, the translated trademarks should sound similar to the original one. That is, the best translated trademark is not only similar to the pronunciation of the original English trademark, but also makes Chinese sound good. The British insurance company "prudential" was translated as “保诚”, and Chinese means protection and sincerity. The translation can tell the customer that the company's insurance business also means that the company will serve customers wholeheartedly. From the perspective of Skopostheorie, “Prudential” first benefits the insurance company to establish a trustworthy image and contribute to the expansion of its business in China. Secondly, it achieves the purpose of conveying positive meaning and is easily accepted and understood by customers. Thirdly, it conforms to the coherent rules of discourse because its pronunciation is similar to the original trademark name, making it easy to associate with the corresponding British brand. Another successful example is the translation of “Johnson & Johnson”,translated as “强生”, which means strengthening for life. From the perspective of Skopostheorie, the translation of this trademark is first in line with the internal consistency rules of the text, because the term “Johnson & Johnson” means that the company's products can improve people's health, and health is the most question people concern. Otherwise, its pronunciation is similar to the original name. Another English trademark "tide" is translated into “汰渍”, which expresses the characteristics of the product well and conforms to the principle of attribute relevance. The brand will associate it with washing powder, in line with the principle of coherence between texts, and of course its pronunciation is similar to the original trademark.5.2.2 Culture Awareness PrincipleBruce Davis Keillor (2007: 94) believes that the language of a country canreflect the culture of that country, show the history of the country, and reveal the way of life and thinking of the people of the country. Translating foreign trademarks is a cross-cultural act, so it is necessary to fully consider the differences between English culture and Chinese culture so that the translation of trademarks can be accepted by local people. This principle of cultural consciousness stems from the coherent rules in discourse, in order to ensure that the recipient of the translated language fully understand the meaning of the translated trademark. Therefore, the translator should fully understand the values of Chinese recipients, including China's social habits, politics and history, and also need to understand the basic expectations of consumers. If the translated trademark does not conform to Chinese culture, it may negatively affect the sales of the corresponding products.For example, the translation of “百事可乐”, the Chinese people like things to go smoothly, and “百事可乐”reflects this characteristic, fully reflects the Chinese culture. At the same time, Coke is also reflected in the translation, indicating that it is a drink, “百事可乐”achieves functional description and cultural expression.5.2.3 Memorability PrincipleThe memory of a trademark can reflect the identity of the trademark. When people remember the trademark, they are more likely to be ready to buy a product or service. The human brain is like a machine that analyzes different information every day. The trademarks are more likely to be accepted by making it easier for customers to remember. Gunter, a Canadian brand strategy consultant, said that good brands that people like to have in their brains usually have the following four characteristics: short; a good trademark preferably has only two syllables. Translated trademarks should also follow this rule. According to the observation, the Chinese trademark should be less than four characters, because if it exceeds four characters, the customer will have a hard time to remember. Second is particularity, if a trademark is different from any others, the consumer's brain will redouble its efforts to remember it. Trademark owners want to create a recognized trademark, so a strong memory brand is crucial. The translation of Kodak and Exxon(柯达和埃克森)are two good examples. These two translated trademarks, different, unique and simple, are subjectto this rule. The third is meaningful; Trademarks can be better remembered when trademarks enable consumers to connect their images with their products. What is different from English is that Chinese is a phonological ideogram. If the translation of the trademark is only to pass the sound to the target recipient, it does not make much sense. A good translation of a good English trademark requires both the pronunciation to be similar to the original one and the positive meaning. The translations of many well-known trademarks such as Pampers, Tide and Goldlion (帮宝适,汰渍,金利来) have done this. The last is feeling emotionally. Scientists have shown that good emotions can help enhance memory. Therefore, any name that can cause emotions is easier to remember. The above examples are all trademarks with emotions. The trademark Unilevel translated into “联合利华”, means to gather together and benefit China, which caters to the patriotic sentiments of Chinese consumers, so they may be more willing to buy it.5.3 Strategies for Chinese Translation of Trademark5.3.1 Major Translation StrategiesSkopostheorie believes that the purpose of translation determines the translation behavior and the translation strategy adopted. The main purpose of the Chinese translation of English trademark is to provide customers with product information, to arouse their interest in the product and to convince them to buy. The translation of English trademarks should strictly abide by this purpose and adopt strategic translations such as transliteration and literal translation.5.3.2TransliterationWiktionary believes that transliteration means finding similar words in the target language based on the letters or word pronunciations in the words, which means better words. It is divided into complete transliteration and homonym.Complete transliteration refers to the translation of words in the target language that are similar to the original words. The use of full transliteration usually has the following conditions. First, the English brand name is not the English proper name and does not have any specific meaning. For example, "Casio" is transliterated into“卡西欧” and "Audi" is transliterated into “奥迪”. Second, the English trademark is made up of coined words. For example, the Japanese film trademark "Codak" was transliterated into “柯达”, and Kodak was meaningless in Chinese. But the pronunciation of "Codak" is somewhat similar to the click sound of a camera, which can help customers to talk about the trademark and the product, and may even purchase the product. The third condition for transliteration is that the English trademark consists of common words. These common words can be translated verbatim, but the translated names do not conform to Chinese customs. For example, if the washing machine trademark "Sharp" is literally translated into "夏普" in Chinese, which sounds unrelated to the washing machine and can mislead consumers. Although the transliteration "夏普" is not a perfect translation, it is still better than “锋利”. The biggest advantage of using full transliteration is that it helps to preserve the phonological beauty of the original brand name, reflecting the true characteristics of the product or exotic. Some people love some high-end trademarks such as Cadillac (凯迪拉克), Hilton (希尔顿), and Rools Royce (劳斯莱斯). Although these Chinese translations are meaningless in Chinese, they cater to the psychology of some people who like Western brands. For them, buying and using foreign top brands symbolizes social status. In summary, it can still find that the fully transliterated trademarks also conform to the Skopostheorie rules, because these trademarks can stimulate consumers' desire to purchase. Of course, these trademark translations do not conform to the coherent rules in the text, because these translated Chinese have no meaning. Of course, the translator needs to pay attention when selecting the corresponding homophones. Words or phrases with negative meanings must be avoided. Some top luxury brands usually use full transliteration because their main customers are those who are wealthy. But for trademarks of common products, full transliteration is not an ideal choice, because these products need to cater to ordinary customers and face a lot of similar products. If foreign products cannot locate themselves in a unique and impressive way and the names are not easy to remember, then the company is likely to face market recession and huge economic losses.5.3.3 TransferenceTransference is another way to represent source text in the target language. These are composed of the initials of the full name, very short, easy to read and understand. The English trademarks that are remembered can be quickly recognized by Chinese consumers and there is no need to translate them into Chinese. The best choice at this time is transference. If the original trademark is simple, eye-catching, and can make a huge profit to the company without translation, you can use transference. Such trademarks were introduced to China without any change in form and pronunciation. For example, AT&T, CD (Christ Dior) and CK (Calvin Klein).5.3.4 Strategy SelectionWhen the translator receives the translation task from the initiator, the translator must use his own translation skills to complete the translation of the trademark in light of the actual situation.First, the decision to use literal translation depends on whether the corresponding Chinese words can be found in Chinese. If so, it is necessary to consider whether such translation can achieve the desired goal. If it is not possible to translate literally, the translator must try to choose a meaning-oriented homophone transliteration method. This translation is impressive and easily accepted by the target consumers. The translation translated by these methods is both practical and in line with the basic principles proposed in this paper. Regardless of the translation strategy used, it is necessary to achieve the purpose of the trademark, the translation strategy establish a good brand image and successfully persuade consumers to make purchases.。

目的论视角下的英语商标翻译原则及方法

目的论视角下的英语商标翻译原则及方法作者：李沫张咪冯思雪来源：《考试周刊》2013年第103期摘要：商标翻译有别于其他常规翻译，它是以广告销售为目的而进行的翻译行为。

本文以翻译目的论为指导框架，阐释商标的特点，并在目的论指导下提出商标翻译的原则，以及音译法、意译法和音意结合法三种商标翻译方法。

关键词：目的论商标翻译翻译方法引言商标品牌是否妙趣横生、能否凸显产品特色，在很大程度上可以影响消费者，并在日趋激烈的市场竞争中更胜一筹。

随着经济的全球化和市场的国际化，越来越多的产品进入国际市场。

如何让产品得到最大限度的宣传和促销，商标的翻译起着至关重要的现实作用。

商标翻译可以说是在目的论指导下，遵循基本的翻译原则和讲究必要的翻译策略的一种文字翻译加文化翻译，这样才能在商标翻译中做到既传神又符合目标文化的风土人情，并吸引更多的消费者。

国内外有很多学者从功能理论、等效理论、美学角度等对商标翻译进行了研究，而本文在目的论的指导下对商标翻译进行探究。

1.商标翻译的指导原则——目的论20世纪70年代，德国的汉斯·费米尔创立了功能派的核心理论：翻译目的论。

根据目的论，“任何翻译行为都是由翻译的目的决定的，所有的翻译活动所要遵循的首要原则就是目的原则”（Nord，2001：27）。

同时，费米尔也指出：译者在整个翻译过程中的参照系数不应是“对等”理论中所注重的原文及其功能，而应是译文在译语文化环境中所期望达到的一种或几种交际功能。

商标翻译的最终目的是使消费者接受并购买该产品，因此，在进行商标翻译时，必须把商标的功能、商标翻译的目的和翻译理论有机地结合起来。

目的论对商标翻译有着重要的理论指导意义：目的论突破了传统的“等效”和“等值”理论，为译者灵活地进行商标翻译提供了理论依据。

2.目的论下的商标翻译原则（1）译名朗朗上口，容易记忆。

著名快餐品牌MacDonald’s，在翻译中没有必要把每个音节都逐一译出，因为这样的译名冗长生硬，很难被消费者记住。

从目的论视角看商标翻译

目的论忠实性原则在商标翻译中的体现。这一原则类似于严复翻译标准中的 “ ” 。将忠实性原则应信
用于商标名翻译中，我们不难推断，商标译名应与源语商标名保持某种关联，应当准确传递源语商标
名的信息。在具体的商标名翻译时，译文在保持自
语言是能对译的，所以，译者作为翻译行为的实施翻译标准中的 “ ”相似。翻译是一种跨语言跨文达者，为了达到其目的，可以采用不同的翻译方法，化的信息转换以及交流的过程，它是需要用另外一
比如，音译法、意译法，或者自主创新等方法。例
的产品，直接决定着商标翻译行为是否达到目的。
因此，商标翻译不能固守 “ 实” 、 “ 忠对等 ” 的翻译文的交际目的；三是使用特定翻译策略或翻译程序的目的ｌ２Ｊ。其中，译文的交际目的是首要的。从译标准，而应允许因语言文化的差异而采取不同的交际功能来看，译文只要达到了翻译任务规定的交翻译方法。商标翻译的目的性本质意味着其译文必
２世纪７年代，在德国兴起了以凯瑟琳娜・０Ｏ赖致，让读者能够理解。忠实性原则，指译文既要忠斯（ａｈｒａｉ）汉斯・密尔（ｎｅｍｅｒＫｔａｉｓ、ｎＲｅｓ威Ｈａｓｒｅ）Ｖ实于原文，又要忠实于译文读者和翻译的发起人，以达到两者之间的平衡。总的来说，忠实法则应从贾斯塔・尔兹曼塔里（ｕｔＨｏｚＭａｔｒ）、克霍７ｓｌ— ｎｔｉａａ

浅谈服装品牌的翻译

展国际市场的重要一环。牌翻译的好坏直接影响着产品
品在目标语文化中的４－ｇ受本文通过分析国内市场上的各种服装品牌的翻译，在翻译功能主义理论特别是目的
论的指导下．讨了服装品牌翻译的四大原则和可行的翻探
■
浅
≮ ．＿
谈服装品牌的翻译
肖海燕
（京服装学院外语系，京北北１００）０００
摘
要：装品牌翻译是服装企业实行全球战略．服拓
语不同，国人不会按照拼音发音，难为他们所接受。外很后通过造词将其改为简洁易记的ＥｄＳ既符合英文的发ｒＯ，音习惯，与原名发音相近，举两得。又一
至挚爱一个品牌的主要力量，正如微软之于人才、０ＮＳＹ之于科技。装品牌的翻译要传达品牌的精神，消费者服让能了解品牌的核心信息。如ＮＫＩＥ正好体现了运动、竞争、力、感等品牌精神，不仅让ＮＩＥ的消费者认毅快它Ｋ识了自己的产品。更重要的是让消费者感受到了ＮＩＫＥ
备的美学成分和感性形象，用富于美感的语言引起消费者的共鸣，激发他们的购买欲。比如Ｐｒｓ为 “ 姿 ” ０ｔ译宝，

从目的论视角看商标翻译

从目的论视角看品牌名称的翻译一、引言随着我国经济实力的大幅上升，人们的生活水平越来越高，购买力不断增强，我们身边也充满了各种各样来国外或者中外合资的商品。

这些琳琅满目的商品名称不仅仅是商品标识符号，其本身还具有唤起公众购买欲的联想意义，以便吸引消费者。

由于语言不同，很多品牌名称需要翻译成中文以便让国人熟知，而译文的好坏一定程度上影响了产品的销售业绩。

同样，很多民族产品现在也跻身国际行列，一个好的英文名能更好的打入国外市场，面对全球消费者。

如何让产品得到最大化宣传和促销, 商标的翻译起着重要的现实作用。

目的论从翻译目的出发，从文本功能切入，翻译目的决定翻译手段，从而使翻译方法不拘一格，对品牌名称等一系列应用型文体起着很强的指导作用。

二、目的论目的论（skopos theory）是德国动能学派代表人物Vermeer提出的翻译理论，是该翻译学派的核心理论。

根据目的论，所有翻译遵循的首要原则就是目的，即目的决定手段。

除了目的原则，目的论还要遵守连贯性原则(coherence rule)和忠实性原则(fidelity rule)。

连贯性原则要求译文必须符合语内连贯(intratextual coherence)的标准,即译文必须能让读者理解；忠实性原则指源文与译文之间应该存在语际连贯一致(intertextual coherence)，要求译文与源文保持一定的关系，而忠实的形式和程度则由译文目的和译者对源文的理解来决定。

(Nord,2001:27—32)。

如果翻译目的要求语际不连贯，则语际连贯即忠实性原则不在有效（Nord, 2001:32-33），如果翻译目的要求译文再现源文文本的特点、风貌，则忠实原则与目的原则相符合（卞建华，2008:91）。

如此一来，目的论建立打破了长久以来以原文文本为中心的传统，不一味强调忠实、对等，给予了译者更大的发挥空间。

甚至同一篇文章，如果翻译的预期目标不同，可能导致译本的不同。

目的论视角下服装品牌的翻译

目的论视角下服装品牌的翻译米盈盈【摘要】In a fast-moving globalised society ,as the international apparel trade competition is becoming in-creasingly fierce ,the apparel brand name translation is increasingly showing its importance .This thesis is to find out translation strategies of the catering brands from the Skopos theory perspective .The Skopos theory regards Skopos rule as the rule of first importance .T his thesis finds out that in order to achieve the goal of sending product information ,delivering aesthetics appeal or stimulating consumption ,translators should flexibly choose from the following methods :transliteration ,literal translation ,paraphrasing and combinationof transliteration & free translation ,to inspire customers'desire to purchase .%随着全球化飞速发展，海内外服装贸易竞争日益激烈，服装品牌的译名日益显示出其重要性。

以服装类品牌为研究对象，旨在探讨目的论下的服装品牌的翻译策略。

从功能目的论看奢侈品名称翻译

家针对自己的产品及主要拟销售人群，从音译法、归化法、异化法角度，探讨奢侈品名称的翻译方法。关键词：功能目的论；奢侈品名称；音译法；归化法；异化法
一
、
引言
广告英语的范畴。广告存在的意义即在于传递产品信息，增加产品需求。当产品准备或者已经进人市场以后，需要向顾客提供产品信息。以提高企业对产品的知名度，顾客群体虽然有自己的消费经验和购买习惯。但在很大程度上仍然会受企业广
品分别是化妆品、香水和个人护理用品。仅２０１３年全年中国
奢侈品市场销售额增长２０％，占全球奢侈品销售额的２６％。ｉｆ］海外奢侈品销量在中国如此庞大。一部分原因在于精妙的品牌名称翻译．可谓“ 人靠衣装 ” 。一个好的奢侈品名称翻译会吸引更多的消费者，给它带来更多的销售额，这就达到了它翻译的目的。即上文所提到的 “ 功能目的论 ” 。本文从音译法、
１９８４年，两人合作撰写的《翻译理论基础概述》一书中正式提出“ 功能目的论 ” 这一概念。１９９１年克利斯蒂安妮・诺德又在“ 功能目的论 ” 的基础上提出“ 功能＋忠实 ” （ｆｕｎｃｔｉｏｎａｌｉｔｙ＋ｌｏｙｌａｔｙ）的概念。大大丰富了这一理论。她指出， “ 功能目的论 ” 作为一

目的论视角下英文商标汉译研究Literature Review

目的论视角下英文商标汉译研究Literature ReviewIn Vermeer's (1987) Skopostheorie framework, one of the most important factors determining the purpose of translation is the audience, the intended recipient of the translation, who has their own cultural background knowledge, expectations for the translation and communicative needs. Each kind of translation refers to a certain audience, so translation is a text produced for a certain purpose and target audience in the target language situation. Vermeer believes that the original text is only a source of some or all information for the target audience. It can be seen that the position of the original text in teleology is obviously lower than that in equivalence.4.1 Research at HomeWhen translating trademarks. Wang Yiwei (2007) analyzed consumer psychological needs, cultural differences and business factors that affect trademark translation. Huang Weiping (2007) analyzed the automobile trademark translation and found that the sales status of the automobile is the only standard for evaluating the translation of automobile trademarks. He also pointed out that the information function and calling function of the original text should be reflected in the choice of translation and translation strategies.Xie Wei (2010) proposed some principles for translating foreign trademarks and reminded translators to pay attention to the influence of Chinese culture on foreign trademark translation. He believes that translators need to fully consider the Chinese way of thinking, language habits, values and cultural history, but also need to take into account the current political environment, so that translation work can be carried out smoothly. Zhang Jie (2010) distinguishes between teleology and functional equivalence. He believes that teleology is more suitable for Chinese translation of foreign trademarks than functional equivalence theory. She also mentioned that trademark translation is not an ordinary transcoding process. Translators need to consider the target consumers, characteristics, product positioning, etc.4.2 Research AbroadSkopostheorie is the most important theory in functionalist translation theory.This is the first time that the famous German translator Han Weimir (1987)put forward in his general theory of translation. It is based on the research of Catherine Rice(1986), the founder of functionalist translation theory. According to this theory, translation is a communicative language and a non-linguistic symbol. Skopostheorie holds that translation is a purposeful human activity centered on reader culture and reader culture. Therefore, it allows translators of trademark advertisements to explore new ways to achieve their translation purposes. It does not attach much importance to formal equivalence, but strongly advocates appropriate improvement or transformation. There are three principles in teleology, namely, the law of purpose, the law of coherence and the law of faithfulness. In Vermeer, Hans's opinion(1989), Skopostheorie holds that in specific translation activities, the source text should be regarded as one of the various kinds of information used by the translator, and the translator should extract from the source text what he thinks fit the communicative function of the target text. The purpose of translation is always at the top of the list. The principle of coherence is that translation should conform to the criterion of "intralingual coherence". That is to say, the target language text should be understood by the audience and be meaningful in the communicative environment and culture of the target language. Only when the target language audience thinks that translation is suitable for their cultural environment can they achieve the goal of intercultural communication. The principle of faithfulness means that the translation should conform to the criterion of "interlingual coherence". That is to say, translation should be related to the original text and be faithful to it. As for faithfulness, it depends on the translator's understanding of the source text and the purpose of translation.Through the study of English trademark translation from the perspective of Skopostheorie at home and abroad, and further analysis of the concept and composition of English trademark, the author finds that Skopostheorie is a very practical theory to guide English trademark translation. Firstly, compared with functional equivalence theory, skopos theory pays more attention to the target text rather than the source text, which is of great significance in the Chinese translation of trademarks. Because the target text of this paper directly affects customers, itdetermines the establishment of corporate image in the hearts of customers. So Skopostheorie is a very effective criterion for evaluating trademark translation.。

从目的论视角看商标翻译

这些琳琅满目的商品名称不仅仅是商品标识符号，其本身还具有唤起公众购买欲的联想意义，以便吸引消费者。

由于语言不同，很多品牌名称需要翻译成中文以便让国人熟知，而译文的好坏一定程度上影响了产品的销售业绩。

同样，很多民族产品现在也跻身国际行列，一个好的英文名能更好的打入国外市场，面对全球消费者。

如何让产品得到最大化宣传和促销, 商标的翻译起着重要的现实作用。

目的论从翻译目的出发，从文本功能切入，翻译目的决定翻译手段，从而使翻译方法不拘一格，对品牌名称等一系列应用型文体起着很强的指导作用。

二、目的论目的论（skopos theory）是德国动能学派代表人物Vermeer提出的翻译理论，是该翻译学派的核心理论。

根据目的论，所有翻译遵循的首要原则就是目的，即目的决定手段。

除了目的原则，目的论还要遵守连贯性原则(coherence rule)和忠实性原则(fidelity rule)。

(Nord,2001:27—32)。

如此一来，目的论建立打破了长久以来以原文文本为中心的传统，不一味强调忠实、对等，给予了译者更大的发挥空间。

甚至同一篇文章，如果翻译的预期目标不同，可能导致译本的不同。

目的论视角下的商标翻译以鞋服商标为例

目的论视角下的商标翻译以鞋服商标为例一、本文概述随着全球化进程的不断推进，商标翻译在商业活动中扮演着越来越重要的角色。

作为品牌识别的核心元素，商标翻译不仅关乎到企业在国际市场的形象和认知度，更直接影响到产品的销售和推广。

特别是在鞋服行业，商标翻译的重要性尤为突出，因为这一领域的市场竞争尤为激烈，商标的独特性和文化内涵往往成为吸引消费者的关键因素。

本文旨在从目的论视角出发，探讨鞋服商标的翻译策略和方法。

通过对现有文献的梳理和案例分析，本文旨在揭示目的论在商标翻译中的适用性，并为实践者提供有益的参考和启示。

本文的研究不仅有助于丰富和完善商标翻译的理论体系，也有助于推动鞋服行业的国际化进程和品牌形象建设。

二、目的论概述目的论（Skopos Theory）是一种源自德国的功能主义翻译理论，由汉斯·弗米尔（Hans Vermeer）在20世纪70年代提出，并由其后的学者进一步发展和完善。

该理论强调翻译活动应以翻译目的为首要原则，即翻译方法和策略的选择应服务于翻译的预期目的或功能。

在目的论框架内，翻译不再被视为单纯的语言转换，而是一种有目的的跨文化交际行为。

目的论认为，翻译过程中的核心问题是确定译文的预期功能或目的，这直接决定了翻译的策略和方法。

弗米尔提出了翻译行为的三大原则：目的原则（Skopos Rule）、连贯原则（Coherence Rule）和忠实原则（Fidelity Rule）。

其中，目的原则是首要原则，它要求翻译行为所要达到的目的决定整个翻译行为的过程。

连贯原则指的是译文必须内部连贯，即译文应符合译入语的语言规范和表达习惯，使译文读者能够理解。

忠实原则则是指原文与译文之间应该存在语际连贯，即译文应忠实于原文，但这种忠实并非逐字逐句的对应，而是指译文应传达原文的意图和信息。

在商标翻译中，目的论提供了重要的理论支撑。

商标作为品牌形象的核心组成部分，其翻译的目的往往是为了在目标市场中建立品牌认知、传递品牌价值和促进产品销售。

从目的论的角度解读商标品牌名称的汉译

［ !］文化差距。 ” 很多以创建者名字或者以神话传说中的人
’) 翻译目的、翻译要求、品牌定位
目的论认为翻译的目的是由翻译概要（ F1;/G ）所规定的。在品牌名称汉译实践中，当一个英文品牌准备进入中国市场时，公司会制定详细的品牌定位、营销策略，其中包括品牌名称策略。通常情况下，该策略会尽可能详尽地向命名者 H 译者传达公司的翻译目的，解释诸如：预期功能（是传达公司、产品信息，注重广告功能，还是取悦消费者，或者是容易识记以利于宣传）；目标受众；汉译名称的接受时间和地点；汉译名称传播所使用的媒体 H 媒介；进行品牌名称汉译的动机；公司、产品或者服务的特点及企业背景信息等。这些信息构成了翻译概要（ I15<JB >50;@< F1;/G ）。由于翻译概要是品牌持有人所给出的翻译委托（9@44;JJ;@< ）的一部分。因此，实际上商标品牌名称翻译的原则是由品牌持有人所决定的。在营销学中，定位是 “ 市场商人试图在一个市场分区中取得一个区别于竞争对手的明确的品牌形象所作出的
!) 商标品牌名称汉译的目的性
我们可以进一步从下列几个原语相同而译入语不同的商标品牌名称汉译的例子中发现翻译的目的性。 “ A;7B /10C” 休闲服装的汉译商标品牌名称是直译 “ 自由” ，而 “A;7/10C” 地毯的汉译商标品牌名称是音译 “ 利宝地 ” 。译者针对不同的产品类别，突出了其不同的产品品牌定位。 “自由” 对于休闲式服装的描述很贴切，而 “ 利宝地” 传达的信息是该地毯 “ 有利于保养消费者的宝地” ，同时 “宝地” 也是中国消费者喜欢的吉利字眼。同样的原语商标词却汉译为不同的商标品牌名称，这样的例子还有著名的商标品牌 “D@E/” 。 “ D@E/” 香皂的汉译名称是 “ 多芬” ；而

从目的论看英汉商标翻译

１９５《商场现代化》２００７年１１月（下旬刊）总第５２２期不同理解上。

例如：我国商家都喜欢用“８”来给商品命名，取“８”的谐音“发”的意思；在日语中，“８事业越来越旺、人生道路越来越宽的含义；但在英语中，具有相应意义的数字是“７”。

因此英译商标时要充分考虑到商品所销国家和地区的文化、历史和风俗。

在汉英商标翻译中，应尽量避免带有文化禁忌色彩的词语或现象，避免由于译入语中指称意义和语用意义脱节引起不好的联想；充分考虑到译入语顾客的接受心理。

如中国人含蓄庄重，因此英文商标“Ｋｉｓｓ”唇膏译为“奇士美”比译为“吻我”更能让人接受。

３．文化特色的原则。

语言反映一个民族的特征，它不仅包含生活方式和思维方式。

语言的适用性以及使用范围受到多种因素的影响，历史的、经济的、政治的等等。

随着中国国际地位的提高，本身通行于许多华人世界的汉语也越来越受到更广泛的关注。

通行世界的英语也日益受到汉语的影响。

总部位于美国的全球语言监测机构曾指出，２００６年登记的英语新词共２万个，其中两成为“中式英语”。

另据统计，牛津英语词典中以汉语为来源这说明具有中国特色的词汇是可以进入英语，向世界展示中国的特色。

如奥运会的吉祥物“福娃”被翻译成“ｆｕｗａ”，现在已被一些商家用来作为商品的商标；“豆腐”是中国的传统营养食品，被译成“ｔｏｆｕ”；功夫牌拖鞋商标的英译为“ｇｏｎｇｆｕ”。

４．语言简练的原则。

商标的翻译在遵循上述原则的同时，还义的完美统一，以便符合人们的审美情趣和心理，便于在消费者心中定位。

如把“美晨”牙膏译成ｍａｓｏｎ要比Ｂｅａｕｔｉｆｕｌ＆Ｍｏｒｎｉｎｇ简洁明了，把“美加静”牙膏译成ＭＡＸＡＭ比译成Ｂｅａｕｔｉｆｕｌ＆ｃｌｅａｎ要符合人民的审美情趣。

在翻译时，可将原名的多音节减为两字或三字的商标。

如ＭｃＤｏｎａｌｄ译成“麦当劳”；Ａｑｕａｆｒｅｓｈ牙膏．等等。

让消费者喜欢、接受并购买产品。

所以在翻译商标时，翻译工作者应投消费者之所好。

从目的论视角下谈时尚品牌的翻译

从目的论视角下谈时尚品牌的翻译作者：南惠真来源：《青年文学家》2014年第09期摘要：随着全球经济的快速发展，大量的外国品牌涌入国内，尤其是时尚品牌。

越来越多的人也对国外的这些时尚品牌感兴趣。

而国外的时尚品牌想要在国内迅速扩大自己的影响力并取得一席之地，就要有能被国内消费者所接受的对应的中文品牌名。

本文将针对时尚品牌翻译的实例，从目的论视角探讨时尚品牌的翻译。

关键词：时尚；品牌；目的论；翻译作者简介：南惠真（1989-），女，吉林延吉人，吉林大学外国语学院英语专业2012级硕士研究生，研究方向为外国语言学及应用语言学。

[中图分类号]：H059 [文献标识码]：A[文章编号]：1002-2139（2014）-09-0-02一、引言著名的市场营销专家菲利普·科特勒博士把品牌定义为：一种名称、术语、标记、符号或图案，或是它们相互组合，用以识别企业提供给某个或某群消费者的产品或服务，并使之与竞争对手的产品或服务相区别。

品牌也是人们对一个企业及其产品、售后服务、文化价值的一种评价和认知，是一种信任。

那么，我们又应该怎样定义时尚呢？简单地说，时尚是“时间”与“崇尚”的相加。

时尚就是短时间里一些人所崇尚的生活。

追求时尚不在于被动的追随而在于理智而熟练的驾驭。

它的触角深入生活的方方面面，同时我们也意识到，人类对时尚的追求，促进了人类生活更加美好，无论是精神的或是物质的。

在德国功能派的主流理论目的论的指导下，倡导时尚品牌商标翻译尤其以女性消费者为取向，争取达到吸引消费者认可购买产品的目的。

目的论作为对传统翻译理论的一个重大突破和翻译理论研究的重要补充，为时尚品牌商标翻译的理论研究开辟了一个新的视角。

本文主要阐释了德国功能牌核心——目的论在时尚品牌翻译中的适应性，分析了在目的论指导下时尚品牌翻译所采用的翻译方法，探讨了时尚品牌汉译的实例，总结了目的论对时尚品牌汉译的解释力。

二、时尚品牌商标的特点时尚品牌商标是时尚品牌的形象代表。

目的论视角下英文商标汉译研究AnOverviewofSkopostheorie

目的论视角下英文商标汉译研究AnOverviewofSkopostheorie目的论视角下英文商标汉译研究An Overview of Skopostheorie3.1 Development of SkopostheorieThere are four important representatives, Katharina Reiss, Hans J. Vermeer, Justa Holz-Manttari and Christiane Nord in the development of Skopostheorie. Catherine Rice's Possibility and Limitations of Translation Criticism marks the development of translation criticism. She believes that the ideal translation should be that the target language and the source language try to achieve the same effect in terms of conceptual content, language form and communication function. But Rees knows that complete reciprocity is impossible, and in some cases does not require complete reciprocity. Hans Vermeer considers translation to be a human act because it involves the transfer of communicative linguistic symbols and nonverbal symbols. He sees translation as an idea of human behavior and explains that any form of translation, including translation itself, can be considered an action, and any action is purposeful (Vermeer, 1989b: 173f). Therefore, Vermeer named his theory as teleology. In his theory, the purpose of translation is determined by the expectations of the intended recipient or audience and the needs of communication. Justa Holz-Manttari believes that translation is a complex movement for a specific purpose. She believes that translation is a cross-cultural act that conveys linguistic information (Nord, 2001: 13). Christiane Nord elaborated on her functionalist approach and loyalty in translation. She believes that they are two very important principles in translation. Loyalty here refers to the translator, the source text provider, the targettext receiver, and the launcher. Loyalty limits the reasonable goal of a particular source text and prompts translators and their clients to negotiate translations (Nord 2001: 126).3.2 Basic Concepts of Skopostheorie3.2.1 SkoposSkopos comes from the purpose in Greek. The Skopos theory in translation believes that the first principle that determines the translation process is the purpose (purpose) of the entire translation activity (Nord,2001:27). Other concepts like purpose,function and aim are thought to be the generic concept of Skopos.3.2.2 Initiator, Translator and AddresseeThe initiator finds a target text, then finds the translator to implement the translation operation, and determines the process text by defining the purpose of the target text. The translator plays a very important role in the translation process. The translator performs the translation tasks commissioned by the sponsor and translates them as required in the translation outline. According to Vermeer, the translator's tasks include (Nord, 2001: 21): determining whether the text requires translation; analyzing the conditions required to implement the outline; and implementing translation behavior. If the translation is not possible to achieve the intended purpose, the translator needs to advise the client to abandon the plan to translate the original text. Of course, the target readers of the translation also plays a key role in translation, because they are recipients of the target text, so the translator should obtain as much information as possible about the recipient of the translation.3.2.3 Translation BriefThe translation syllabus needs to tell the translator what thecontent is, the purpose of the translation, the recipient of the translation, the time, place, occasion, medium of communication, and expected function of the translation. However, as to how to implement the translation task, what kind of translation strategy to adopt, and what kind of translation type to choose, the translator needs to make decisions according to the actual situation. If the client and the translator differ in the type of the target text, the translator may reject the translation task or may choose not to assume any responsibility for the intended function of the translation.3.2.4 Culture and Culture-SpecificityVermeer believes that culture refers to a set of norms and practices in society. People in society must be fully familiar with the culture in their society so that they can live normally, otherwise they will behave differently (Vermeer, 1987: 28). When two cultures exist at the same time, a unique cultural phenomenon is produced. We find similarities and differences by comparing our culture with foreign culture. In the skopostheorie, we need to consider the particularity of culture, especially the difference between one's own culture and other cultures. Only when culturaldifferences are translated into the translation of English trademarks can the target language conforming to the local culture be translated.3.3 Rules of Skopostheorie3.3.1 Skopos Rule and Its Subordinate RulesSkopos theory believes that the purpose of translation determines translation behavior. Vermeer's explanation of Skoposrule is as follows: Each text has a specific purpose and serves this purpose. Her explanation of the rules of purpose hereis as follows: translating in a way that enables text translation, the people who use it always operate the way they expect (Vermeer, 1989: 20). This rule is expected to end the long-standing debate on freedom and loyalty in translation. The purpose rule is that freedom or loyalty may produce a specific translation purpose (Nord 2001:29). The purpose rule also has two subordinate rules, namely the coherent rules between discourse and the coherent rules in discourse. Coherence between discourses refers to the source text that translation should have a connection with the word "faithfulness." Discourse coherence means that the recipient of the discourse should be able to perceive coherence within the text; it also needs to be meaningful in the target context and culture. This is the expected function. Discourse coherence and coherent coherence are all part of the teleological rules.3.3.2 Loyalty RuleNord noted that teleology was sometimes interpreted as a translation purpose to justify the translation process. But when the translation is contrary to the original author's intention, the goal theory will be considered as the means of decision. So we need to limit the scope of the purpose. Nord suggests using loyalty rules to solve the problem of radical functionalism. On the principle of faithfulness, the translator is bidirectional to the author and the recipient of the translation (Nord 2001:125). Nord's functionalism is based on two concepts of function and loyalty. The function is to make the translation function as expected. Loyalty is the basis for maintaining relationships between translators, source text providers. In case there is any disagreement between the two, the translator plays an important intermediary role to help the parties reach a consensus.。

关于从目的论谈商标翻译方法【分享】

关于从目的论谈商标翻译方法论文关键词：目的论商标翻译翻译方法论文摘要：商标是商品经济发展的产物，它在开拓市场、刺激消费、创造企业财富等方面起着不容忽视的作用。

随着中国经济的发展和全球化进程的加快，世界各国间的经济交往越来越频繁。

在激烈的国际市场竞争中，商标，作为商品的标志，其名称的翻译变得越来越重要。

本文以费米尔的目的论为理论指导，从功能派理论的角度分析了商标翻译过程中所选用的翻译方法及其目的性，指出了商标翻译是一个有目的、复杂的选择过程。

而目的论对商标翻译中所呈现出的各种复杂现象提供了理论解释。

因此本文认为在商标翻译中，应推行目的论指导下的灵活的翻译策略。

引言随着中国经济的发展和经济全球化进程的加快，世界各国间的经济交往越来越频繁。

在这种经济全球化的浪潮下，各个国家的很多大公司都不遗余力地要把自己的产品或服务推向国际市场，各种产品在市场上的竞争愈演愈烈。

现代企业的竞争不再仅仅是商品品质的竞争，而逐步变成了品牌的竞争。

因此，商标作为商品的标志，其翻译的成败对于一个企业及其产品能否成功进入国际市场起着至关重要的作用。

国内外的很多学者都致力于商标翻译的研究，也取得了很多可喜的成绩。

但是，这些学者的视角大多是从语言或文化角度对商标翻译进行探索和研究的，从翻译理论上对商标翻译的研究不多。

本文以费米尔的目的论为理论指导，将从功能派理论的角度分析商标翻译过程中所选用的翻译方法及其目的性，具体分析商标翻译这一有目的、复杂的翻译策略选择过程。

一、商标和商标翻译商标是商品经济发展的产物，它是随着商品经济的发展与演变而产生和发展起来的一种商业性标志。

那么，什么是商标呢？世界知识产权组织(World Intellectual Property Organization)对商标的定义是：“商标是用来区别某一工业或商业企业或这种企业集团的商品的标志。

（贺川生，1997: 2) ”具体来说，所谓商标，就是商品生产者或经营者为了使0己生产或销售的商品或服务在市场上同其他商品生产者或经营者的商品或服务相区别而使用的一种标记。