从目的论视角看商标英汉翻译
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.。
目的论视角下食品商标英译策略
目的论视角下食品商标英译策略
Translating food brand names from a functional perspective
在食品行业中，商标是品牌的重要组成部分。
一个好的商标可以引起消费者的兴趣，增加品牌的知名度和忠诚度。
然而，由于不同国家和地区的文化、语言和法律差异，食品商标的翻译可能会面临各种挑战。
因此，从目的论视角出发，食品商标的英译策略需要考虑以下几个方面。
1. 确定翻译目的
商标翻译的目的可能是为了让消费者更好地理解品牌名称，或者是为了在新的市场中推广品牌。
根据不同的目的，商标翻译的策略也会有所不同。
2. 保持商标的特色
商标的翻译应该尽可能地保持其原有的特色和风格，以便让消费者在不同的语言和文化背景下仍能够识别品牌。
同时，商标翻译还需要遵循目标市场的文化和法律要求，以避免出现不当的字面翻译或语义误解。
3. 考虑语音和语调
商标的发音和语调也是翻译时需要考虑的因素。
在翻译时，应该选择与原商标发音和语调相似的词汇和语言，以便让消费者更容易接受和记忆品牌名称。
4. 选择合适的翻译方式
商标的翻译方式有多种选择，如音译、意译和混合翻译等。
在选择翻译方式时，需要考虑目标市场的文化和语言特点，以及商标的特点和意义。
总之，商标翻译需要综合考虑多种因素，以确保在不同的市场中保持品牌的一致性和可识别性。
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
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浅谈目的论视角下的英语商标翻译
浅谈目的论视角下的英语商标翻译作者：刘伟来源：《青年文学家》2012年第06期摘要：众所周知，质量是企业立足之本，品牌乃企业经营之灵，而商标是品牌之神。
因此，在商业活动中，商标起着举足轻重的作用。
然而，商标名称的翻译绝非是简单地将一种语言文学转化为另一种语言文字的机械活动，它还涉及消费者心理、文化、语言、文本类型等各个方面。
若套用传统的理论势必造成不解和混乱。
基于这一点，本文从德国功能主义目的论角度来探讨商标名称翻译中常用的一些方法和策略。
关键词：目的论；商标；策略和方法作者简介：刘伟，男，山东聊城人，聊城大学外国语学院2009级硕士研究生。
研究方向：英语语言文学。
[中图分类号]：H059 [文献标识码]：A[文章编号]：1002-2139(2012)-06-0144-01虽然我们一口气可以说出一连串的商标名，但其中大部人对商标品牌的文化内涵，构成方式以及基本特征点的了解还只是一鳞半瓜。
比如说，有的外国品牌进入中国市场已有一段时间，其中文译名尽管诨名很多，有些诨名已经在消费者心目中达成共识，但尚未有正式的中文官方译名公布于大众，例如：Gucci, Zara, Timberland and Visa等。
同时，随着世界经济一体化进程的不断深入，国与国之间的贸易来往也越来越频繁。
因此，为了让更多的外国品牌进入到中国市场，同时也让更多的中国知名品牌走出国门并在国际化的征程上走好、走顺，很有必要对商标名称的研究做进一步的研究。
一、功能主义目的论的诠释德国功能主义翻译目的论并非一蹴而就，而是经历了一个相当漫长的发展过程的。
实际上，自从功能主义翻译目的论诞生以来，它一直处在不断发展、修正和完善过程中。
我们一般意义上将赖斯、弗米尔、曼塔莉和诺德为代表人物的理论统称为功能主义翻译目的论。
其中弗米尔1978年在《普通翻译理论框架》发表的翻译目的论是功能派的奠定理论。
在弗米尔看来，翻译过程不仅仅是，更不首先是一个语言代码转换的过程，而是“一种以原文为基础、有目的、人际间的、跨文化言语交际行动”。
从目的论角度分析外国化妆品商标汉译
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品牌名 称与 翻译 目的论
品 牌 名 称 是 指 一 个 由 图形 、 字幕 、 数字 、 三维 符 号 和颜 色 构 成 的 可 见 标 志 生 产商 把 品牌 名 称 印在 商 品 包 装 上 作 为 一 个服务标记 ． 运 营 商 用 品 牌 名 称 使 他 们 的商 品或 服务 区别 于 他人 。 给 一 个 品牌 命 名 犹 如 给一 个 人 起 名 ． 在 名 字 的选 择 背 后 都 有 一 定 的 原 因 ．品 牌 名 称 在 目的语 国家 的译 名 亦 是 如 此 品牌 名 称 的 翻译 对 于 生 产 商 扩 大 海 外 市 场并 在 目的 市 场 能否 赢 得 消 费者 青 睐至 关 重 要 翻 译 目的 论 是 将 哲 学 中 的 目的 论 概 念 运 用 于 翻 译 的理 论． 其 核心概念是 ： 翻 译 过 程 的 最 主 要 因 素 是 整 体 翻 译 行 为 的 目的 。 在 翻 译 目的 论 的视 角 下 。 所 有 的 翻 译 行 为 都 不 是 独 立的． 在 翻译 行 为 执行 前 必 须 设 立 一 个 明确 的翻 译 纲 要 翻 译理论学 家杰里米 ． 蒙 代 提 出 创 立 翻 译 纲 要 需 要 去 挖 掘 源 文 本 和 目的 文 本 中包 含 的 五 种 因素 ： 目标 文 本 的功 能 、 受众 、 文 本接 收的时间和地点 、 媒介 （ 言 语 还 是 书写 ） 、 动 机（ 为 什 么 源 文 本 如 此 写 以及 为 何 要 对 它 进 行 翻 译 ）
明。
根 据 翻译 目的 论 ． 翻译 策 略 是 由 翻译 的 目的决 定 的 在 化 妆 品 品牌 名 称 的 翻 泽 过 程 中 ． 翻译 行 为 的 目的是 促 进 产 品 销售 ． 并 为 公 司 拓 展 海 外 市 场 。翻 译 品牌 名 称 成 功 与 否很 大 程 度 上 取 决 于 目标 文 本 与 目标 文 化 的 适 应 度 ． 而不 是 源文 本
从目的论视角析化妆品商标名翻译汉译技巧
从目的论视角析化妆品商标名翻译汉译技巧一、本文概述随着全球化的推进和消费者需求的多样化，化妆品市场日益繁荣，品牌间的竞争也愈发激烈。
在这样的背景下，商标名的翻译成为了化妆品品牌打入新市场、吸引消费者关注的关键环节。
本文旨在从目的论视角出发，探讨化妆品商标名翻译在汉译过程中的技巧与策略。
通过深入分析目的论在翻译实践中的应用，本文期望为化妆品商标名的汉译提供有益的理论支持和实践指导，从而帮助化妆品品牌更好地实现市场定位和品牌推广，促进跨文化交流和理解。
目的论作为一种重要的翻译理论，强调翻译应服务于特定的目的和目标受众，而非简单地追求原文与译文的对等。
在化妆品商标名的翻译中，目的论为我们提供了一个全新的视角，使我们能够更加灵活地处理文化差异、语言习惯等问题，以实现商标名的有效传达和消费者的有效吸引。
本文将首先介绍目的论的基本概念和原则，然后结合具体案例，分析化妆品商标名在汉译过程中应遵循的翻译技巧和策略。
通过对翻译实践中的具体问题进行深入剖析，本文期望为化妆品商标名的汉译提供一套系统、实用的翻译方法和指导原则，为相关领域的翻译实践和研究提供有益的参考。
二、目的论概述目的论（Skopostheorie）是德国功能主义翻译理论的核心概念，由汉斯·弗米尔（Hans J. Vermeer）和凯瑟琳娜·莱斯（Katharina Reiss）等学者于20世纪70年代提出。
目的论强调翻译行为的目的性，即翻译活动应以实现译文在目标语言文化环境中的预期功能或目的为首要原则。
这一理论突破了传统等值翻译理论的束缚，认为翻译不仅仅是语言层面的转换，更是一种跨文化、跨语言的交际行为。
在目的论框架下，翻译的过程被视为一种有目的的、结果导向的行为。
译者需要根据译文的预期功能或目的，灵活选择翻译策略和方法，以实现最佳的交际效果。
因此，目的论强调译者的主体性和创造性，允许译者在翻译过程中进行适当的调整和创新。
对于化妆品商标名的翻译而言，目的论提供了一个全新的视角。
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。
从目的论的角度看商标名称翻译-最新资料
从目的论的角度看商标名称翻译随着经济全球化的不断升入，如何翻译出既贴切又独特的商标名称已经成为翻译领域的热点话题之一。
在如此大环境下，针对商标翻译的研究就有了其重要的现实意义。
商标翻译属于应用翻译领域，而翻译目的论所提出的目的论三原则贯穿所有的翻译过程，兼顾原语文化和目的语文化，对商标文化翻译有很强的解释力。
本文试从目的论的角度出发，通过分析成功与失败的翻译案例，体现目的论对商标翻译的指导意义。
一、翻译目的论翻译目的论是德国功能学派的核心思想。
20 世纪七十年代开始，以莱丝、弗米尔和诺德等为代表的功能派翻译理论在德国形成，为翻译理论的研究开创了全新的视角。
这一理论的出现，反映了翻译的全面转向，即由语言学及侧重形式的翻译理论转向更加注重社会文化因素与功能的翻译观。
1978年，汉斯•弗米尔在继承凯瑟琳娜•莱丝的功能主义的思想上，在《普通翻译理论框架》 (A Framework for a General Theory of Translation )一书中首次提出的翻译目的论 ( skopos theory )。
[1] 弗米尔认为翻译是一种有目的的人类活动，原语的地位要远远低于目的语的地位，这与之前的原语中心论的翻译思想南辕北辙。
翻译是一种交际行为，翻译行为所要达到的目的决定整个翻译行为的过程，即“目的决定手段”，翻译策略必须根据翻译目的来决定。
[2] 为达到目的，译者既可以逐字逐句地直译，也可以完全改写或采用任何折衷的翻译策略。
原先的翻译评判标准原文的“对等”在某些情况下是不可能的或者说是不合适的；译文的评判标准由“对等”变为了“适宜”。
根据目的论，翻译是一种前瞻性的活动，在翻译之前，必须要确定翻译的目的和功能。
一般来说，翻译的目的指的就是译文的交际目的。
在弗米尔看来，翻译的过程中应遵循三个重要法则，即目的法则( skopos rule )；忠实性法则，又称语际连贯法则 ( intertextual coherence )；连贯性法则，又称语内连贯法则 ( intratextual coherence )，这三个法则可以称之为目的论的三法则。
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
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。
从目的论看英汉商标翻译
三峡大学外国语学院研究生课程论文论文题目Study on E-C translation of Brand names from the perspective of Skopos theory完成时间2011-08-03课程名称英汉对比与翻译专业英语语言文学年级2010级Study on E-C translation of Brand names from theperspective of SkopostheorieAbstract:With the development of the economic globalization and increasing international contact, brand names become more and more important. Based on the principles of Skopos theory, this paper mainly discusses the E-C translation on brand names in accordance with its unique features and points out that the cultural differences between the source and target texts are supposed to be given much attention. Meanwhile, some useful translation techniques are used to achieve the best business effect.摘要：经济全球化以及日益增张的国际贸易往来使得商标的翻译日趋重要。
本文以翻译目的论为理论框架，从商标特征的独特角度探讨英汉商标翻译，指出英汉商标翻译应注重原语与目的语之间的文化差异, 并灵活运用各种翻译技巧以达到最佳商业效果。
浅析目的论视角下的化妆品商标汉译
交流浅析目的论视角下的化妆品商标汉译张秋辰 山东科技大学外国语学院摘要：随着全球化经济的发展，越来越多的外国化妆品品牌入驻中国。
在化妆品种类日趋多样化的今天，独具特色的商标直接决定着化妆品能否在同类商品中脱颖而出。
因此，化妆品的商标翻译对其品牌在中国的发展有着重大意义。
在此背景下，目的论对化妆品商标翻译有积极的指导意义，因此本文将以目的论的视角，探讨化妆品商标汉译的方法。
关键词：目的论；商标；化妆品；翻译策略商标是打开产品销售的第一扇大门。
外来商标的汉译名称能否凸显产品特色，是否独具匠心，直接决定着化妆品能否在同类商品中脱颖而出。
鉴于目的论是从目的语视角进行翻译的一种理论模式，因此相对于传统翻译理论，它能很好地在翻译的过程中既注重翻译的明确的目的，又注重翻译的实用性。
一、指导化妆品商标汉译的目的论目的论始于二十世纪七十年代兴起的德国功能学派，其代表人物有该理论的创始人赖斯和他的学生威密尔，以及后来进一步发展了目的论的曼塔利和诺德。
目的论共有三个核心原则，即目的原则、连贯原则和忠实原则，其翻译的核心原则就是目的原则(skopos rule)，即“任何翻译行为都是由翻译的目的决定的，所有翻译活动所要遵循的首要原则就是目的原则，即目的决定翻译策略”。
[1]因此以目的论为指导的商标翻译策略必须服务其翻译的目的。
相对于化妆品商标翻译而言，促进销售，增加知名度无疑是其翻译的最终目的。
商标是商品的标志，好的商标能起到宣传商品的作用。
商标翻译成功与否的标准之一在于是否实现了宣传商品的目的。
[2]在此背景下，目的论对化妆品商标翻译有积极的指导意义。
本文将以目的论的视角，探讨化妆品商标汉译的策略。
二、目的论指导下的翻译策略关于商标翻译，美国广告大师E·S·路易斯在1989年提出了著名的AIDA原则，即成功的广告应具备：Attention引人注意，Interest产生兴趣，Desire引发欲望，Action激发行动。
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。
目的论视角下英文商标汉译研究Introduction
目的论视角下英文商标汉译研究IntroductionWith the rapid development of economic globalization, China has introduced a large number of international products and more and more English brands have entered China. These brands are not only used to help people distinguish between goods, but also they represent the image, quality, and even directly affect consumers’ desire to purchase, which in turn affects the development of the company. Therefore, the translation of trademarks is often both the focus of entrepreneurs and the object of research for relevant scholars. There have been some results in the current study of translation of trademarks, but there is still a need for further research.The fundamental purpose of translating an English trademark into Chinese is to make Chinese consumers have a good impression of the product and trust the product, as thus they are willing to buy. If its translation does not achieve this goal, no matter how beautiful or special the translation is, it is not a successful trademark translation.Therefore, from the perspective of Skopostheorie and on the basis of previous studies, this paper tries to put forward the principles and strategies for better translating English brands in order to promote the vigorous development of English brands in the Chinese market.This paper is a skopos-based study of English trademark translation into Chinese. The structure of this study is as follows：section one is an introduction to the study of English trademark translation from the perspective of Skopostheorie.Part two introduces the definition of trademark and the function of trademark.Part three is an overview of Skopostheorie, including the development of Skopostheorie and basic concepts of Skopostheorie. Section four is a literature review, including domestic and foreign research status. part five introduces some specific analyses of Skopostheorie-based trademark translation into Chinese. The last is a summary of the full text.。
从“目的论”看化妆品商标的翻译-文档资料
从“目的论”看化妆品商标的翻译-文档资料从“目的论”看化妆品商标的翻译近年来各种化妆品品牌越来越受到人们的关注。
高质量的商标翻译,实现规范化、可读性强的译名能够使产品深入消费者心理,激发美好的想象,促进购买欲望,对提升企业知名度开拓市场起着至关重要的作用。
商标名称的翻译涉及到语言规律、文化心理、审美情趣等方面的因素,而并非语言之间的简单转换, 具有自己的内在特点与要求。
本文拟从“目的论”,即功能翻译理论为指导重点探讨化妆品商标名称的翻译,旨在找出其翻译的一般及特殊方法,为品牌更好地走入市场提供一定参照。
一、功能目的论的主要思想20世纪70年代,德国出现一派翻译理论――功能派翻译理论。
它以译文目的为翻译过程的第一准则,发展了功能派的主要理论:目的论。
费米尔(Vermeer)所提出的目的论(Skopos Theory)是功能派翻译理论中最重要的理论。
费米尔认为翻译是一种转换,在这种转换中,言语的和非言语的交际符号从一种语言转换成另一种语言,因而翻译也是一种人类行为。
在其目的论的理论框架中,决定翻译目的的最重要因素便是受众――译文预期的接受者,他们有自己的文化背景知识、对译文的期待以及交际需求。
翻译是在“目的情境中为某种目的及目的受众而产生的语篇”(Vermeer 1987:29)。
诺德(Christiane Nord)进一步完善了目的论。
在诺德这里,翻译是一种有意图的、人际的、以源文本为基础的、口头形式的跨文化交际(诺德,2005:23),目标读者是目标文本创作中的一个决定性因素(诺德,2005:27)。
而翻译策略的选择都是依翻译所服务的目的而定。
功能派创造性地提出的目的性原则,要求翻译活动必须依据翻译目的,以文本目的为翻译过程的第一准则使得翻译更贴近产品实际需求,迎合预期受众,即消费者的心理,对化妆品商标翻译具有重要的指导意义。
功能翻译理论将翻译看作“是一种目的性行为”,认为翻译应以目标语、目标文化为基准的原则以及文本类型决定翻译策略的思想,为翻译理论研究与翻译实践开辟了一个新的视角,为一些非常规的翻译策略、方法比如改译、改写等提供了理论依据。
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.。
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从目的论视角看商标英汉翻译
摘要：本文在认识商标的特殊功能的基础上，以翻译目的论原则为理论框架，从跨文化角度分析英汉商标翻译，指出英汉商标翻译宜灵活运用直译、意译、改译和混合法等翻译技巧，达到最佳商业效果。
关键词：目的论商标英汉翻译翻译技巧
一、引言
商标是商品生产者或经营者为了使自己的商品同其他人的商品相
区别而使用的一种显著性的标记，其功能在于识别产品、提供产品信息、宣传产品、刺激消费、激起消费者的购买欲望［１］。
由此看来，一个好的商标无疑对商品发挥着优秀的广告功能，其商业效果显而易见。
随着国际经济的发展，各国之间的商标交流日益频繁，商标翻译就突出了其重要性。
国内已经有许多学者从不同层面对商标的翻译做了研究，如曾力着重提出具体的商标翻译的方法和技巧［２］，肖辉、陶玉康、李克兴、刘汝荣、何霜［３—６］等意识到商标翻译需要一定的翻译理论和原则加以指导，所以选择了奈达的等效翻译原则［７、８］为理论指导，蒋磊、李莹等从语用翻译的角度对商标翻译进行了探讨［９、１０］。
二、关于目的论
目的论由汉斯·威密尔1978首先明确提出，后来克里斯蒂安·诺德等人将其发扬光大。
该理论认为，翻译不仅是一种人类的行为活动，而且是一种有目的的行为活动，“一种为实现特定目的的复杂
活动”［１１］。
目的论者认为：“任何翻译行为都是由翻译的目的决定的，所有翻译活动要遵守的首要原则就是目的原则。
”他们认为翻译中的诸多问题并非仅仅靠语言学就能解决，从而摆脱了翻译理论的束缚。
在翻译中，原文并非衡量一切的标准，忠实原文是次要的，而实现翻译的目的才是首要的。
汉斯·威密尔强调目的论所指的意向性，并不是指活动本身具有意向，而是译者的意向。
目的论将翻译活动视为意向互动、交际行为、跨文化行为及文本处理行为的统一。
三、目的论三个原则在商标翻译中的体现
目的性原则的体现，商标翻译是一种目的性很强的翻译行为，其目的在于传递信息，引起消费者的注意并吸引他们，刺激他们对产品感兴趣，并最终购买该产品。
因此，商标的翻译目的性很强，就是要达到宣传并刺激消费的目的。
忠实性原则的体现，在商标翻译过程中，译者首先要了解该商标所承载的原语文化、内涵及价值观念等，并充分考虑译语接受者的文化及他们的观念，要了解原商标给他们带来的感受，这样才能确定使用何种方法进行翻译，这就是目的论忠实性原则在商标翻译中的体现。
连贯性原则体现，翻译是一种跨语言跨文化的信息转换及交流的过程，它需要用另外一种语言去表达源语言所表达的意思，从而使操不同语言的人能理解和接受源语言所表达的意思。
然而，在翻译过程中，目的论的三原则不是独立地指导翻译活动，
在目的论的三原则中，忠实性原则服从于连贯性原则，而这两者皆服从于目的性原则。
四、目的论指导下的商标翻译方法
商标作为产品的标志，为了达到商标所要承载的功能，在目的论的指导下，商标的翻译可以考虑以下的翻译方法。
（一）音译法
由于两种语言的文化背景的差异，有些中文难以从英语中找出对应的词来翻译，商标的翻译也一样，有些商标是无法从目的语中找到相对应的词语来翻译的，译者可以用音译的方法来翻译，这样可以使商标保留原文的风格。
如照相机kodak是模拟按动快门时发出的“咔嚓”的清脆悦耳声音而命名的，因此可以音译为柯达。
又如coke cola，译者巧妙地用音译的方法译为可口可乐，不仅与源语音相似，而且朗朗上口，更使消费者在看到商标的第一瞬间就联想到这是一种解渴的饮料。
再以liby为例，用音译法译为立白作为洗涤产品，这个译名也相当成功。
（二）直译法
按照目的论的忠实法则，如果一个产品的商标能用直译的方法就可以达到产品的广告功能及刺激消费者购买欲望的效果，就不妨直接采取直译的方法。
例如，将“tiger”译为“虎”，源语言“tiger”在本身就给人一种威猛的印象，而在中国文化中老虎同样是高大威猛。
这又是一种啤酒的商标，相信直译成“虎”能让中国市场中的大多数男士都喜欢。
又如将“blue bird”译为“蓝鸟”，“playboy”
译为花花公子。
这些通过直译法译成的商标都能较好地表达原商标的含义，与原商标同样具有很大的促销功能。
（三）意译法
由于语言文化的差异，在运用直译时难以达到与原文相似的交际效果，翻译时必须遵守“目的第一”的原则，灵活采用其他译法，意译要求译文正确表达作者的意图。
意译法又分为直接意译法和臆想法。
采用直接意译法的商标一般是外国人喜爱的一些小动物或者东西方文化中共同认可的事物。
例如东西方都对美好的爱情向往，forget-me-not香水就可以译为勿忘我，true love译为真爱，等等。
而臆想法是指通过揣摩消费者的心理而主观臆想的翻译。
例如洗发水rejoice，rejoice的含义为“快乐，愉悦”，若直接翻译过来，就毫无新意，对于洗发水本身而言也没有多大价值。
而采用臆想法翻译成“飘柔”，令人联想到秀发飘逸柔顺，刺激消费者的购买欲望。
（四）混合法
混合法是英语构词法的一种，在商标的翻译中可以借用该构词法，通过取两个单词的部分合成一个新的商标名词的方法，以达到译文与原文近意或者谐音的效果。
如：unilevel“联合利华”。
“联合利华”似有“中外联合，利于中华”之意，这对此产品进入中国市场十分有利。
如lenove中le指legendary，novo意为“创新，改革”，在it行业中创新往往是一个企业的灵魂，译者译为联想，当真是一个成功的译名。
五、结语
翻译商标名是为了使商标给异国消费者留下深刻而美好的印象，树立品牌形象，形成品牌效应，更好地推销产品，最终为商品生产者赢得更多的利益。
因此，在商标的翻译中，译者应遵照目的论原则，充分发挥目的语优势，考虑目的语消费者的审美标准和价值取向，以及依据目的语商标规范灵活采用翻译方法，以获得成功的商标译名。
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