(全英文论文)功能对等理论视角下的商标翻译

合集下载

功能对等理论视阈下的商标翻译研究

功能对等理论视阈下的商标翻译研究功能对等理论视阈下的商标翻译研究摘要：商标翻译是国际商务交流中的重要环节，如何准确传递产品的功能与特点是商标翻译的关键。

本文从功能对等理论的视阈出发，探讨商标翻译的原则和方法，以期提高商标翻译的准确性和有效性。

引言随着世界经济的不断发展与全球化的进程，国际商务交流日益频繁。

商标作为企业的重要财产，承载了产品的功能与特点，成为产品形象和品牌价值的重要组成部分。

在跨国交流中，商标翻译不仅仅是语言转换的过程，更是一种文化传递和价值体现。

功能对等理论作为翻译研究领域中的重要理论，对商标翻译的准确性和有效性具有重要影响。

本文将从功能对等理论的角度出发，探讨商标翻译的原则和方法。

一、功能对等理论的概述功能对等理论源于翻译界著名学者奈达的研究成果，强调翻译本质上是功能的转移。

该理论认为，翻译的目的是在不同语言之间保持相同的功能和效果，而非简单地进行语义层面的转换。

在商标翻译中，功能对等理论要求翻译结果能够准确传递商标所代表的产品功能和特点。

二、商标翻译的原则1. 保持核心功能的对等商标翻译的首要原则是保持产品的核心功能和特点在不同语言中的对等。

商标作为产品的代表，应该能够准确传递产品的功能和优势。

因此，在翻译商标时，要注重来自不同语言背景的语义转化，确保翻译结果与原商标具有相似的功能。

2. 适应目标语言文化背景商标翻译不能脱离目标语言的文化背景进行，要结合目标语言的习惯表达和文化特点进行翻译。

商标的语义和文化内涵往往与其所代表的产品和服务密切相关，因此商标翻译要注重文化适应性，以确保翻译结果在目标语言中能够与产品和服务产生良好的关联。

三、商标翻译的方法1. 直译法直译法是商标翻译中常用的一种方法，即将商标的词义逐字逐句翻译成目标语言。

这种方法在保留商标原貌和核心功能的同时，可能会忽视目标语言的文化差异。

因此，直译法在商标翻译中应谨慎使用，可以采用一定的调整和修饰，以适应目标语言和文化的特点。

从“功能对等”翻译理论看商标的翻译

学术研讨Academic research■ 邓娜从“功能对等”翻译理论看商标的翻译摘要：随着全球化的整体到来，国与国之前的商贸往来空前繁盛，各个国家的商品都走向国际，商标作为其商品的标志，企业的象征，企业的外包装，更是作为产品给人的第一印象出现在消费者的眼前，如何使它国的消费者接受并且成为开拓国际市场成功的第一步，所以其翻译变得尤为重要。

纵观国内外商标翻译的各种成功案例，“功能对等”翻译理论对其具有一定的指导意义。

本文将从功能对等的词汇对等、文化对等、目的对等这三项翻译原则来分析功能对等对商标翻译的指导作用。

关键词：“功能对等”；商标；翻译商标是商品或者企业将本身宣传给消费者一个重要的外包装。

这在商品销售过程中十分重要，一个释义贴近企业，能完美展示企业文化，特征及其精神的商标是尤为重要的。

而在跨文化，跨国交流传播时，企业或产品的商标如何在不损失原文含义，又能受众接受并熟记的商标翻译则更加重要。

为达到给予不同语言的消费者以源语言消费者一样的体验与感受，达到目的对等的要求，“功能对等”理论，又名“动态对等”理论，则能给予最全面、最科学的理论指导作用。

1商标翻译困难成因1.1文化差异在不同的国家，文化差异不仅存在历史层面，以及人们接受特定事物的观念，还表现在思维方式和沟通方法上。

Culture这个词来源于拉丁语，原意是“培养，栽培”的意思。

文化像个洋葱，有多层的皮，每个层面都包含一个关于你的标签，例如教育背景、肤色、生于何年代，学的是什么科学，兴趣是什么等，这些都组成了一个个体。

而一个包含这样的团体，与另外一个团体之间又有更多地差异。

文化也像一座冰山，水上的部分是可以观察到的部分，也是容易通过模仿而学习到的部分：饮食习惯，穿着，建筑，音乐，问候方式，语言等、但水下的部分是隐藏着的，却是巨大的：包括价值观，态度和信仰。

例如一个西方人到日本生活，学会日本人鞠躬很容易，但是要学会见不同的人鞠不同的度数的躬就很难。

从奈达“功能对等”理论来看汽车品牌的翻译

从奈达“功能对等”理论来看汽车品牌的翻译汽车品牌翻译的成功与否会直接影响市场开拓及跨国营销的成败。

本文从奈达的“功能对等”翻译理论入手,在总结汽车品牌命名方式并分析其功能的基础上,阐述了四种汽车品牌的翻译方法。

标签：汽车品牌功能对等命名方式翻译方法随着经济全球化趋势的日益加强,越来越多的国外汽车品牌进入中国市场,同时也将有更多的中国汽车驶向国际。

在这一跨国营销的过程中,品牌的翻译是必不可少的环节,为成功打开国际市场起着重要的作用。

品牌,又称商标,是指用于区别其他企业同类产品的名称、图案、符号或其组合,主要包括品牌名称和品牌标志。

在本文中汽车品牌翻译单指汽车品牌中的文字部分,即品牌名称。

品牌是各企业争夺世界市场、推销本国产品、宣扬企业形象的重要促销手段。

作为一种特殊的广告形式,品牌具有广告的基本功能,即:信息功能,向消费者传递产品信息;美感功能和表情功能,对产品进行美化,做出有利的宣传;呼唤功能,使受众作出所预期的反应,并最终促进对该产品的消费(陈宏薇,李亚丹,2004:215)。

基于品牌名称的特殊性和实用性,笔者认为奈达的“功能对等”翻译理论对其有重要的指导意义。

品牌翻译应以功能对等为准则,使译名能产生与原文读者相等或基本相等的宣传效果,进而有效地吸引译入语的消费者。

一、奈达的“功能对等”翻译理论尤金·A·奈达是功能翻译理论的倡导者之一。

他的理论贡献主要在于他从语言学和交际学的角度出发,根据翻译的本质,提出了著名的“功能对等”理论。

1964年,奈达提出:“在翻译中更受关注的是一种动态关系,而不是译语信息与原语信息的匹配。

这种关系即译文读者和信息之间的关系应该与原文读者和信息的关系大致相同”(1964:159)(笔者译,下同)。

在《翻译理论与实践》一书中,他把“动态对等”定义为:“译文读者对译入语的反应程度与原文读者对原语的反应程度应大致相同”(1969:24)。

之后为了避免“动态”这个词语引起人们误解,奈达将“动态对等”改为“功能对等”。

功能对等理论下英文商标的汉译策略研究

功能对等理论下英文商标的汉译策略研究作者：孙国栋向慧来源：《校园英语·中旬》2015年第11期【摘要】随着经一体化的加深和贸易全球化的发展，国内品牌走向了世界、国外品牌亦走入中国，国际商务交流的日益加深和企业之间的跨国交流不断增加。

由于中西文化的差异和不同的语言特点，使商标翻译在实践产生了许多问题。

本文旨在分析商标翻译的特点基础上，拟从功能对等理论角度出发，来探讨英语商标翻译的综合解决方法，以增强商品竞争力帮助企业取得良好经济效益。

【关键词】商标商品翻译经济全球化一、商标的定义及特点商标是搭建客户和产品或服务的最佳方式，是产品的“黄金名片”。

没有它，商品就无法得到高效宣传，亦无法借助其树立良好的商业形象，更无法国际市场中发挥其巨大潜力，为企业赢得更大利益。

既然商标译名如此重要，在进行商标翻译之前有必要先分析一下商标的特点。

商家为了增加产品识别、吸引消费者的注意、和进行产品营销宣传功能，该公司商标在进行拟订时常会以下三个角度进行命名。

首先，商家会基于专有名词进行命名，例如PICASSO（毕加索）；其次，他们还会从普通名词的角度加以起名，例如COMFORT（金纺）；再次，商家也会借助普通的词臆造出新的品牌例如GOOGLE（谷歌）。

二、英文商标翻译的规律一个商标翻译质量的好坏直接影响到中国营销活动的成败，甚至可以决定企业的生死存亡。

在进行英文商标翻译时，虽然形式上是在英文商标的翻译者和中国接受者之间传递商品信息，然而实质上传递的却是一种文化信息，所以英文商标的翻译不只关乎两个公司之间的商业往来，还关乎两个国家间的商贸交流。

因此，在翻译英文商标的时候，应该把握好以下几个原则。

1.入乡随俗原则。

翻译要符合民族文化语境，融合不同国家的文化、宗教信仰、价值取向、民族心理、审美心态等。

譬如：Poison在英语里其意思为“毒药”，对于那些女性追求野性、粗犷的外国女性，甚为符合其口味，但是中国女性追求的是一种婉约、含蓄。

功能对等理论视阙下的英文商标赏析

功能对等理论视阙下的英文商标赏析作者：孔沛琳来源：《科教导刊》2014年第14期摘要商标翻译，作为一种特定文体的翻译，应遵循一定的翻译理论，翻译功效，翻译的最主要功效就是功能对等，所以，按找功能对等理论，才能准确翻译商品，商标。

在翻译过程中，要考虑到文化差异、知识水平、宗教信仰、生活环境等因素。

本文从几类产品的商标入手，对汉语商标名熟为人知的产品商标进行举例赏析。

关键词功能对等商标翻译英文商标中图分类号：F26 文献标识码：AEnglish Trademark Appreciation underFunctional Equivalence TheoryKONG Peilin（Suzhou University of Science and Technology， Suzhou， Jiangsu 215009）Abstract Translation of brand names， which is in a special style， should follow the principle of Functional Equivalence， and those should be taken into account： mentality， sentiment，culture， faith and habitation. This paper appreciates some famous brands from several industries according to the principle of functional equivalence.Key words functional equivalence； trademark translation； English Trademark商品商标就好似人的名字，是产品的最初形象，代表了商品的类别，功效，质量，甚至是知识产权。

吕叔湘曾定义商标为刻在或印在一种商品的表面或包装上的标志、记号，使这种商品和同类的其他商品有所区别（吕叔湘1983，《现代汉语词典》，1104）。

商标翻译中的功能对等

AbstractWith the development of economy and the continuity of the open Policy, the trade between China and foreign countries comes hourly. The international market is filled with varieties of goods. Advertisement besides high quality plays an essential role in the process of promoting sales and cultivating international markets. Trademark is a sign, symbol, and carrier that identifies the products or services of a company .To win the field in the international trade, the study on the trademark translation is not only necessary but urgent.This paper attempts to make a study on the features, basic function principles and culture elements of trademarks, and then, make an analysis of the cultural barrier in translating trademarks. Pointing out that it is not easy to translate trademarks from one language into another, and overcome the cultural barrier to keep their own features. As trademark translation, an intercultural communication, involves many factors in both source language and target language. Appropriate principle and techniques are needed in translating of trademarks. Enlightened by Nida‘s ;―functional equivalence‖, this paper suggests Eugene A. Nida‘s ―functional equivalence‖ as the principle for the trademarks translation, and this paper summarizes the following five common techniques:1) literal translation;2) transliteration;3) paraphrase;4) combination of literal translation, paraphrase and transliteration; and 5) creative translation, we should choose the technique rightly based on the situation and needs. The translated trademarks should attempt to achieve an ideal unity in terms of semantic message, cultural message and reader‘s response, and reproduce the informative, aesthetic, expressive and vocative functions of the originals in target markets.trademark; trademark‘s formation; trademark‘s translation; functional equivalence商标翻译中的功能对等【摘要】随着经济的发展和改革开放的进一步深入，中国与世界各国的贸易更加频繁，国际市场上商品种类日见繁多。

功能对等理论视域下的商标名称汉译

最新英语专业全英原创毕业论文，都是近期写作1 论《亚瑟王之死》中的骑士精神2 论译语本土化的可行性与局限性3 《德伯家的苔丝》中苔丝悲剧的分析4 中西方餐桌礼仪文化对比5 Analysis on Heathcliff's Personality in Wuthering Heights6 《老人与海》和《白鲸》的生态意识对比7 A Comparative Study on the Two Chinese Versions of Sense and Sensibility from the Perspective of Foreignization and Domestication8 红色，英汉词汇差异的文化理据9 五官习语的翻译10 The Symbolic Meaning of Setting and Characters in Howards End11 英语课堂中的口语纠错策略12 从功能翻译理论看汉语公示语的英译13 广告语篇的语用分析14 从浪漫主义角度剖析《海上钢琴师》在中国流行的原因15 《乞力马扎罗的雪》中概念隐喻分析16 近年来汉语中英语借词的简析17 浅析《宠儿》中塞丝背上的树的形象18 文化碰撞和融合——探讨少数裔文化在美国主流文化下的生存19 从女性主义角度分析《恋爱中的女人》中女性的形象20 《哈利波特》中西弗勒斯•斯内普的人物分析21 功能对等理论透视下的影视片名翻译22 英语新闻标题中名转动词的认知阐释23 论《了不起的盖茨比》中爵士乐时代的新潮女郎24 谈英语教学中导入文化背景知识的必要性25 国际贸易往来电子邮件写作原则26 《哈克贝利•芬恩历险记》中对自由的追寻27 生命不息，奋斗不止——海明威小说中的英雄伦理观和英雄形象研究28 论中西文化中家庭观念的差异29 从合作原则看《傲慢与偏见》中的会话含义30 Oscar Wilde’s Aestheticism on The Picture of Dorian Gray31 非言语交际及其在二语教学中的运用32 浅析卡夫卡小说中的荒诞意识33 欧•亨利短篇小说艺术手法浅析34 浅析“红”和“黑”在中英文中的文化及语义对比35 从意象的角度看劳伦斯短篇小说中女性的婚姻爱情观36 汉英翻译中的多余词现象37 汉英植物隐喻对比研究38 动物习语翻译中的归化和异化39 中介语对二语习得的影响探究40 从《鲁宾逊漂流记》看性格对命运的影响41 对林语堂的《吾国与吾民》几种中译本比较研究42 中国时政新词翻译探析43 论世纪年代以来美国文化冲击对中国青少年的影响及教育策略改革的应对措施44 英汉动物词语文化内涵的差异45 The Study of Humor in The Adventures of Huckleberry Finn from the Perspective of Cooperative Principle46 《飘》中的家园意识探究47 文化图式理论视角下汉英动植物联想意义比较48 The Principles and Approaches of Brand Name Translation49 星巴克营销策略研究50 A Study of the Causes of Tess's Tragedy51 A Tentative Study of Affective Factors in Second Language Acquisition52 论《黄墙纸》中女主人公女性主义思想的局限性53 试论盖茨比对其梦想生活的追求54 小王子旅途的象征意义55 文化差异对商务谈判的影响及策略56 V ocabulary Teaching Based on Pragmatic Approach57 模糊语言在商务英语沟通中的语用功能58 从跨文化交际角度论委婉语的翻译59 从电影《吸血鬼日记》分析现代西方人们新的价值取向60 浅析《红字》中象征手法的运用61 论交际法在初中英语教学中的运用62 艾米丽·狄金森的诗歌主题分析63 希腊神话对英语语言的影响64 英语阅读有效教学活动设计研究65 The Application of Cohesive Devices in Chinese-English Translation of Chinese Literary Works66 《弗兰肯斯坦》中怪物身份的矛盾性67 On the Character of Scarlett O’Hara and the Transition of American Society68 论小说《看不见的人》中的象征主义69 从电影《饮食男女》看中西方饮食文化差异(开题报告+论文+文献综述)70 浅谈商务英语于商务信函中的运用71 霍桑的《胎记》中乔治亚娜的死的深层原因探究72 虽不起眼，但不可或缺：从《洛丽塔》中的小人物看亨伯特悲剧的必然性73 从功能对等理论角度浅析有关“狗”的汉语四字格成语的英译及方法74 The English Translating of Chinese Neologisms in Political Documentation: Methods and Strategies75 (日语系毕业论文)关于中日赞赏语的比较研究76 男权社会女性意识的觉醒——弗吉尼亚·伍尔夫女性主义文学研究77 《汤姆叔叔的小屋》中的圣经人物原型分析78 黑人英语克里奥起源论79 《麦琪的礼物》看语境在中英翻译中的影响80 对大学课程中“旅游英语”的教材分析81 从女性主义看《兔子，跑吧》中女性形象82 A Contrastive Study on Meanings of Animal Words in English and Chinese83 论中学英语学习策略84 试论英语中的歧义与翻译85 中西丧葬礼俗的对比研究86 论奥斯卡•王尔德的矛盾性——从传记角度解读《奥斯卡•王尔德童话集》87 维多利亚时期文学作品中的女性意识88 论文化软实力的提升对中国在国际社会中的影响力89 A Study of Intertextuality in Advertising Text90 《永别了武器》悲剧特征的分析91 从目的论角度看英语广告中双关语的翻译92 The Major Characters in Wuthering Heights under the Perspective of Ethics93 论福克纳《八月之光》中的耶稣形象94 The Features of Classic-literature-based Movies Showed in Pride and Prejudice95 中英酒俗对比96 浅谈自有品牌在中国零售企业的发展97 Communicative Functions of Silence in Conversations98 背诵在中学英语学习中的作用99 莎士比亚的悲剧对当代女性的影响100 汉英翻译中的中国式英语产生的原因及对策101 Analyzing Holden's Character in The Catcher in the Rye102 从《小妇人》看男性缺失时十九世纪美国女性的成长103 跨文化交际视角下沉默行为的解析104 说谎的语用顺应性分析105 盖茨比的悲剧成因分析106 论托妮莫里森《最蓝的眼睛》中的母女关系107 浅谈来自《圣经》的英语习语108 《傲慢与偏见》与《劝导》中婚姻模式的对比研究109 从功能翻译理论看企业简介汉英翻译110 论初中生英语学习资源策略培养111 从《恋爱中的女人》看劳伦斯的男性霸权意识112 女性主义翻译理论在《傲慢与偏见》翻译中的体现113 西餐命名在认知语言学中的调查与研究114 论小组学习在英语教学中的应用115 《东方快车谋杀案》中的伦理困境116 广告英语的特点及其翻译探索117 凯特肖邦作品中女性自我意识觉醒的主题研究118 中美家庭教育比较—文化差异对家庭教育的影响119 追求女性自我意识的孤独灵魂——评《觉醒》中的爱德娜120 从关联理论分析辛弃疾的诗词翻译121 从文化角度谈商标的中英互译122 A Study of Adaptation Theory in Advertising Translation123 英汉文化差异对商标翻译的影响124 新课标指导下的中学英语语法教学125 论反语的语用功能126 跨文化交际中社交语用失误及应对策略127 论《劝导》中女性角色的地位128 论《宠儿》中的象征意象129 《不能承受的生命之轻》中萨宾娜和特蕾莎的人物分析130 从《飘》中人物性格分析看适者生存的道理131 浅析Grice的会话合作原则在求职面试中的应用132 An Analysis of Cultural Differences between China and English-Speaking Countries through Idioms133 从《丧钟为谁而鸣》看海明威的生死观134 由英汉亲属称谓语看中英文化差异135 An Interpretation to The Characters in Nella Larsen’s Novel—Passing136 解读《女勇士》中“乡村医生”里的鬼137 中西方新闻报道看道德观差异138 浅析国际商务谈判文化因素及其对策139 《推销员之死》中男主人公悲剧命运分析140 文化意识与外语教学141 论《了不起的盖茨比》中的象征及其作用142 从社会符号学角度浅谈汉语“一”字成语翻译143 中英委婉语语用功能的对比研究144 An Analysis of Imprisonment and Liberation in Great Expectations145 双重文化下的文化选择——解析电影《刮痧》中中国移民的文化身份危机146 哈代的悲观主义和宿命论在《德伯家的苔丝》中的体现147 论狄更斯《雾都孤儿》中南希的人物性格148 《哈利波特》的原型——亚瑟王传奇149 试论合作学习在初中英语教学中的应用150 A Comparative Study on Gratitude Expressing Approaches of Chinese and Western Relatives 151 《喜福会》中的中美文化冲突152 从顺应论的角度谈英文电影片名的汉译153 A Comparative Study on the Symbolic Meanings of Color Red Between The Scarlet Letter and Tess of the D’Urbervilles154 对《老人与海》中圣地亚哥的性格分析155 从《生活大爆炸》看美剧字幕翻译的文化转向156 浅析信息时代的汉语新词语英译策略157 Cultural Influences on Business Negotiation between China and Japan158 人民币升值对我国进出口贸易的影响研究159 幼儿英语口语培养160 A Brief Analysis of China English and Its Future161 女性意识在《红字》中的表现162 中西方礼貌用语对比分析163 英语听力理解障碍及应对策略164 An Analytical Research on the Errors in Junior High Students’ English Writing( )165 《女勇士》中美国华裔身份危机的探寻166 影响英语专业学生阅读理解因素的分析及对策探讨167 试析运动品牌口号语的中英译失误168 英汉称谓语的文化差异与翻译－－以《京华烟云》为例169170 英汉动物词汇的文化内涵对比及其翻译171 Analyses of the Morels’Oedipus Complex in Sons and Lovers172 英汉死亡委婉语的文化差异及其分类对比173 从《远离尘嚣》和《无名的裘德》看托马斯•哈代的婚恋观174175 林肯话语中幽默特征的分析176 初中英语听力水平调查研究－－-以钢城十二中为例的个案调查177 拜伦式人物—艾米莉•勃朗特——《呼啸山庄》的弗洛伊德解读178 论《弗兰肯斯坦》中怪物悲剧的必然性179 佛罗多与亚拉冈：悲剧虚构型模式中的低模仿英雄与喜剧虚构型模式中的高模仿英雄180 English-Chinese Advertisement Translation181 《麦田中的守望者》中霍尔顿的异化182 比较《简•爱》中女性“陈规形象”与《飘》中女性“新形象”183 数字“三”的文化意蕴及其翻译方法184 论中英商标翻译中的文化差异185 从功能派翻译理论中目的论的角度谈广告翻译186 观春潮：浅析“戏仿”背后海明威性格阴暗面187 从电影《这个杀手不太冷》中看中西方文化差异188 从功能对等理论角度看校训的汉英翻译原则189 从文化角度看中西饮食文化的差异190 礼貌原则在商务英语中的运用191 中国现代散文风格精彩再现——评张培基教授《英译中国现代散文选》192 Yellow Peril–the Image of Fu Manchu in the West193 《冰与火之歌》的人文主义分析194 A Study on Humanity——Based on the Analysis of David Copperfield195 《野性的呼唤》中的人性和野性196 论《汤姆琼斯》中流浪汉模式的继承与创新197 An Analysis of Verbal Humor in American Sitcom Friends from the Perspective of Cooperative Principal198 功能对等理论视域下的商标名称汉译199 由王尔德的《莎乐美》探究法国象征主义对其唯美主义的影响200 A Comparative Study on the Celebrations of Traditional Chinese and Western Festivals。

功能对等理论下翻译策略在英语商标汉译中的运用

功能对等理论下翻译策略在英语商标汉译中的运用摘要:本研究主要探究功能对等理论在英语商标汉译的应用，以提高英语商标在汉语市场的传播效果。

经过对现有商标翻译的分析，本研究发现当前的英语商标汉译存在一定的问题，不够清晰明了，难以让汉语消费者获得良好的识别与诠释效果。

因此，本研究结合实际翻译问题，运用功能对等理论，提出了一系列可行的商标翻译策略和方法。

在本文中，强调了功能对等理论在英语商标汉译中的重要指导作用。

在功能对等理论的指导下，许多翻译策略也被灵活运用。

如直译法、音译法。

这些翻译策略的运用使汉译的商标保持了与原商标相似的功能，使得汉语消费者能够更加直观地理解商标的特色、用途和价值等，避免出现汉语中不符合语言规律的表达方式，从而准确传达品牌意识和情感。

关键词:功能对等理论,英语商标,翻译引言：随着全球经济一体化进程的加快和中国对外开放政策的实施，越来越多的海外企业走出国门，将产品销往中国。

中国消费者接触国外出口商品的第一印象就是产品的品牌名称。

因此，如何对英语品牌名称进行原汁原味的汉译，对于目标市场的消费者来说至关重要。

因此，外国产品进入市场，提升品牌的文化内涵和产品质量非常重要。

因此，将品牌名称翻译成目标市场消费者可以接受的名称至关重要。

一、直译法在词汇对等中的应用直译法是指直接翻译原文的字面意思，译出的中文往往与英文原文意思相同。

一般来说，如果商标原名本身具有特定含义或某种象征意义，我们应尽量考虑直译。

有很多商标就是按照这种方法翻译的, 例如，汉堡王 (BUEGER KING), 马丁博士 (Dr martens), 微软(Microsoft), 等等. 英国著名汽车品牌“Lotus”,直接翻译为“莲花”, 能给人许多美好的联想：莲花 "出淤泥而不染，濯清涟而不妖 "的高洁、质朴；莲花 "香远益清 "的芬芳、"亭亭玉立 "的姿态、"清丽脱俗 "的神韵、"清水出芙蓉，天然去雕饰 "的不加修饰的自然美，无与伦比的脱俗气质。

毕业设计(论文)功能对等理论视角下的商标翻译研究[管理资料]

湖南文理学院芙蓉学院本科生毕业论文题目：A Study of Brand Name Translation from the Perspective of Functional Equivalence功能对等理论视角下的商标翻译研究学生姓名：罗菁学号：08050426专业班级：英语0804班指导教师：谭照亮完成时间：2012年5月A STUDY OF BRAND NAME TRNSLATION FROM THE PERSPECTIVE OF FUNCTIONAL EQUIV ALENCETHESISSubmitted in partial fulfillment of the requirements forThe degree of Bachelor of ArtsIn Forong college of Hunan University of Arts and ScienceBy Luo JingSupervisor: Tan ZhaoliangMay 2012Furong College of Hunan University of Arts and Science湖南文理学院芙蓉学院本科生毕业论文任务书湖南文理学院芙蓉学院本科生毕业论文成绩评定表(指导教师)备注：指导教师评语应从以下几方面评价。

1. 学习态度、纪律情况；2. 完成任务书规定工作情况（含对论文翻译的评价）；3. 查阅和应用文献资料能力；4. 综合运用专业知识能力；5. 独立分析和解决问题的能力；；7. 创新与成效。

湖南文理学院芙蓉学院本科生毕业论文成绩评定表(评阅教师)备注：论文评阅人评语应从以下几方面评价。

1. 完成任务书规定工作情况；2. 毕业设计（论文）的难度与工作量；3. 综合运用专业知识能力；4. 内容的正确性和撰写规范化程度；5. 创新与成效。

湖南文理学院芙蓉学院本科生毕业论文成绩评定表(答辩委员会)备注：答辩委员会评语应从以下几方面评价。

功能对等理论在商标翻译中的应用

功能对等理论在商标翻译中的应用作者：蔡放来源：《科教导刊》2012年第32期摘要本文先简要地介绍了商标的定义，阐明了商标翻译在商业中的重要作用。

继而引入功能对等理论来指导商标的翻译，完成不同语言中商标的转换，实现商标的功能。

接着详细介绍了商标翻译中经常采用的一些方法，如音译法、直译法、意译法、音译意译结合法、首字母缩写法等等。

最后再次强调商标翻译的目的是实现商标的功能。

关键词商标功能对等翻译技巧中图分类号：H315.9 文献标识码：A商标是识别某商品、服务或与其相关具体个人或企业的显著标志。

商标的翻译对企业及产品的形象、销售都会产生极大的影响。

著名的饮料品牌Coca Cola，在最初进入中国是被译为“蝌蝌啃蜡”，让人感觉可乐里有黑色的蝌蚪，味同嚼蜡，自然销量会大受影响。

而后来蒋彝教授将其译为“可口可乐”，可以说是商标翻译的传神之作，不仅保持了原来的发音，还比原来的名字更有寓意。

著名翻译家尤金·A·奈达指出：“翻译是用最恰当、自然和对等的语言从语义到文体再现源语的信息”。

商标的翻译需考虑到商标的形式，但更为重要的是实现商标的功能，使不同语言中的消费者在见到商标后，能够产生类似的反应。

因此，商标翻译需做到易读、好听、无歧义，同时还应该兼顾文化差异，符合不同文化间审美的需求。

不同的语言中很可能存在着较大的差异，但不同的语言也会有着相近的语义系统，这使得不同语言间的翻译成为可能。

为实现商标在不同语言中功能上的对等，需采用多种翻译方法，利用语言相对模糊性，最大限度地传达出商标的内在信息。

下面介绍一下商标翻译中的多种方法。

1音译1.1纯粹音译纯粹音译法汉译英文商标完全采用拼音，英译汉只考虑读音，一般创造出来的词无对应语言的意思。

由专有名词如人名地名等构成的商标适用于纯音译，例如李宁商标来自公司创始人李宁，采用汉语拼音直译为Li Ning。

著名运动品牌Adidas来自其创始人Adolf Adi Dassler，直接音译为阿迪达斯，与原来的读音保持一致。

功能对等理论在商标翻译中的应用

功能对等理论在商标翻译中的应用关键词：功能对等；价值观；动物、颜色；禁忌中图分类号：g648 文献标识码：b 文章编号：1672-1578（2013）10-0007-01商标是一种全球化的产物，传递着不同文化背景下的审美情趣和审美心理。

因此，成功的商标翻译对商品的宣传、销售起着至关重要的作用，在给人们带来美的享受的同时给企业带来良好的经济效益和社会声誉。

不同的地域社会和历史经历形成了不同的文化造就了人们不同的思维方式、价值观念及风俗习惯等。

商标，作为语言的一部分，同样带有文化的印记。

文化因素在翻译中占有重要的作用。

同样的词在不同的文化背景下会有不同的联想。

因此商标的翻译就像一架桥，不仅是语言上的沟通，也是文化上的沟通。

奈达翻译理论的核心概念是”功能对等”。

翻译是用最恰当、自然和对等的语言从语义到文体再现源语的信息。

所谓”功能对等”，就是说翻译时不求文字表面的死板对应，而要在两种语言间达成功能上的对等。

意义是最重要的，形式其次使目的语接受者与源语语接受者能获得大致相同的反应，是和源语信息最接近的、自然的对等。

本文以生活中常见的商标为例来分析奈达的功能对等理论在商标翻译中的具体应用。

1.不同的价值观不同的历史、文化造就了东西方差异较大的价值观。

在商标翻译的过程中若忽视了不同文化中的不同价值观将会对产品的推广、销售带来极大的影响。

例1.”kiss me”是一个日产唇膏的英文商标。

中译名为”奇士美”，没有按字面意思译为”吻我”。

在西方kiss me更能直接地表达女性的妩媚性感，符合西方人现代开放的审美观念。

但中国人在追求和表达爱时更加含蓄保守而且”奇士美”中的”奇士”和”骑士”同音和”美”连用很容易使人联想到帅气的英雄和靓丽的美女，因此比”吻我”更加符合中国人的审美观念。

例2.法国香水”poison”。

中文商标文为”百爱神”而不是“毒药“，更能给中国女性唯美的想象空间，而毒药则可能使中国女性对此产品产生误解敬而远之。

从功能对等的角度论英汉商标翻译

广西师范大学硕士学位论文从功能对等的角度论英汉商标翻译姓名：郑畅申请学位级别：硕士专业：英语语言文学指导教师：周良仁20060401从功能对等的角度论英汉商标翻译2003级英语语言文学专业硕士研究生:郑畅导师:周良仁教授中文摘要商标是商品经济发展的产物。

它在社会生活中起着不容忽视的重要作用。

随着中国进一步对外开放和经济的全球化，国外企业在华的经济活动也日益增加，大量外国商品涌入国内市场。

同时，国内商品也出口到世界各地。

在这一过程中，人们开始逐渐感受到商标在刺激消费、开拓市场、法律保护等方面的重要性，也意识到商标翻译中存在的困难和问题。

做好商标翻译不仅需要掌握语言学、翻译学方面的知识，还需要广泛涉猎市场营销学、心理学、美学、跨文化交际学、广告学等诸多领域。

对于译者，恰当得体的商标翻译是一个不小的挑战。

考虑到商标翻译研究的紧迫性和重要性，本文通过对大量英汉商标的分析，探讨了英汉商标翻译的理论基础及其在实践中的运用，并就存在的问题提出了一些建议。

要想做好英汉商标翻译，首先必须了解英汉商标的基本知识，文章首先介绍了商标的基本常识，如商标的定义和功能等，并结合英汉商标实例分析了英汉商标的构词理据和应遵循的基本原则。

商标的翻译必须符合目标市场的文化特征，如宗教信仰、风土人情、价值观念、传统习惯等。

论文在第三章中结合若干英汉商标实例,探讨英汉文化差异在商标中的折射，并从价值观念、社会发展、宗教信仰和词语的联想意义等方面探讨文化对商标翻译的影响，为英汉商标互译提供了参考。

商标翻译必须在一定的翻译理论指导下进行。

文章以尤金·奈达的“功能对等”理论作为商标翻译必须遵循的基本原则。

尤金·奈达是西方翻译理论界的代表，他的“功能对等”理论对中国译者有重大影响及指导意义。

他认为翻译是在译入语中用最切近，最自然的对等语再现原语的信息。

本文在“功能对等”理论指导及大量英汉商标实例分析的基础上，总结出以下常用基本翻译方法：（1）音译；（2）直译；（3）直译和音译相结合；（4）调整法。

功能对等理论指导下的化妆品品牌名的翻译

和原文信息保持一致；“自然”一词针对的是译语，
音译法是根据原商标的发音特点，直接采用译
要求译文读者所读到的文字是流畅自然的；“最贴语中发音与之相同或者相近的文字来命名的翻译方
近”一词要求译文信息以及译文语体要能够和原文法。
收稿日期：２０１０—０９—０７作者简介：田玉霞（１９８４一），女，内蒙古工业大学外国语学院助教，研究方向为翻译理论与实践。
６２
在多样性。译者就有更大的自主空间来 “处理不同应。化妆品品牌名的命名效果往往受到一定的文化
此外国产品牌佰草集译为意译法是以原语的基本意思为基础来进行翻herboristherb表示该产品萃取天然植物一ist译但有时译语受到社会文化等差异的束缚时不得是典型的英语后缀表示相信某种理论或制度或经不舍弃原语的字面意思而另外选用能够表达品牌特常做某项工作的人herborist就仿佛护肤大师用纯性的译名以求译语与原语内容符合一致或语言功植物精华呵护最大程度的贴近。
用我们最熟悉的一些品牌名来看看音译法在翻
奈达在《翻译理论与实践》一书中是这样定义译品牌名的实际运用。例如Ｍａｙｂｅｌｌｉｎｅ，懂英语的翻译的，“翻译就是在译语中再现于原语的信息最人都能够根据英语发音来判断这个品牌名的大概中
化妆品品牌名是众多品牌里最贴近日常消费的一类品牌，它作为一种特殊类型的宣传广告，其名称具有很强的功能性，其翻译强调再现原文的功能。因此，化妆品品牌名的翻译应以 “功能对等 ”为准则，使译名能够更有效地吸引译语的读者，产生与原文读者相等或基本相等的宣传效果，激发美好的联想和购买欲望。 “功能对等 ”理论强调 “从语义到语体在译语中用最切近而又最自然的对等语再现源语信息”，对化妆品品牌名的翻译具有非常重要的指导意义。

功能对等理论视角下商标名称的翻译研究

功能对等理论视角下商标名称的翻译研究Translation Strategies of Brand Name from the Perspective of FunctionalEquivalenceAbstractBrand name is important for the success of a product. A good brand name can bring endless profits and a bad one can only lead to the collapse of the manufacturer. In a time where international trade and exchange are more and more frequent, and international competitions are more and more vehement. An entrepreneur that struggles to make profits must be care of the brand name translation. With the brand name gaining its weight in the international trade, the study of translation of the brand name also becomes a major concern of the theorist and translation practitioners.The study of the translation of brand name in this thesis is made under the light of functional equivalence theory proposed by Nida. This is because that one of the major function of brand name is to persuade the consumers to trust the high quality of the product and take actions. This is in line with the essence of the functional equivalence theory, which take the relationship between the consumer and the translation. This thesis will discuss the basic rules and principle of brand names and then analyze the translation methods of brand names in the light of functional equivalence theory and finally some sound conclusions are drawn. The findings show that the translation of brand names should take the functions of the brand name into consideration and combines with functional equivalence theory so that an ideal translation can be obtained.Key words: brand name, translation, functional equivalence摘要商标名称对一个产品的成功至关重要。

功能对等理论下的商标翻译

李康
（西南科技大学外国语学院，四川绵阳 621000）
摘要：功能对等是指翻译时不求文字表面的死板对应，而要在两种语言间达成功能上的对等，这一理
论由美国人尤金·A·奈达提出。本文将以奈达的功能对等理论为指导，结合实例对比分析中英商标翻译的
可取之处以及存在的问题，研究商标翻译中应遵循的理论和影响其翻译的因素。
语义对等，译者应将原始商标的信息传递给目标语言，并注重信息的效果和可接受性；第二，译者必须关注信息传递的有效性和可接受性。
李群艳指出：“在大多数情况下，商标翻译实际上是在功能等同的基础上重新命名。”［2］考虑到源语言和目标语言之间的文化差异，译者必须针对目的语文化的受众对商标进行重新命名，使其能够被受众理解。因此，运用完全重命名和部分重命名来分析商标翻译需要考虑到产品的特性和受众的可接受性。采用功能性方法指导商标翻译是可行和有效的，在功能对等的基础上重命名有助于实现商标的基本功能，从而为我们提供一些更灵活和创造性的方法。
关键词：功能对等理论；商标翻译对比；商标翻译方法
中图分类号：H315.9
文献标识码：A
文章编号：1008-9640（2019）05-0057-02
随着商品经济和国际贸易的快速发展，商标翻译在经济生活中变得越来越重要。在市场竞争中，公司产品的商标往往决定公司的成败。在某种程度上，它代表了公司的形象、声誉和经济实力。人们逐渐意识到商标在提供信息、区分商品、刺激消费和提供法律保护方面的重要性。因此，商标翻译对国际经济的发展具有重要意义。近几十年，越来越多的译者使用各种理论和方法来研究商标翻译，然而，这些研究仍处于早期阶段。一方面，商标是灵活的；另一方面，商标翻译涉及语言、文化等领域，因此，商标翻译不同于文学翻译和科学翻译，它包含更复杂的因素，翻译高质量的品牌并不容易。

功能对等理论视角下的商标翻译分析

摘要商标名称是指商标中可以用语言称呼的部分，是产品的标记，是产品形象的重要内容之一。

本文从商标名称的相关知识入手，介绍了商标名称的概念、特征及功能。

商标名称是一种文化现象，我们在商标名称翻译时需要注意它的可行性，以奈达的”功能对等”理论作为商标名称翻译的基本原则及翻译的方法，这是一种可行的方法。

商标名称具有特有的文化特点，与文化有着密切联系，我们需要从不同国家的特性、习俗和习惯、语义联想等不同角度分析商标名称翻译过程中的文化障碍。

尽管在商标名称互译中存在文化障碍，但它们并不是不可以跨越的。

译者应灵活运用具体的翻译方法，跨越文化障碍，力求达到功能对等和最佳翻译效果。

关键词：功能对等；商标；翻译AbstractA brand name is the part of brand that can be vocalized, and the sign of a product. This paper starts with the information of brand names to introduce the definition, characteristics and the functions of brand names. The brand name is a phenomenon of culture. We should pay more attention to the possibil ity of brand name translation, and take the Nada’s “Functional Equivalence” as a cardinal principle and methods employed in brand name translation，this is a viable way. Brand names possess peculiar cultural characteristics and have intimate relation with culture，then we need analyze the cultural barriers of the brand name translation from different national traits, different customs and habits, different semantic associative. Although there are cultural barriers in the brand name translation, we can still overcome them. Translators should use the techniques flexibly so as to overcome the cultural barriers in brand name translation and try to translate brand names perfectly.Key words: functional equivalence; brand name; translationContents摘要 (i)A b s t r a c t...........................................................................i i I n t r o d u c t i o n (1)C hapt er 1 Overvi ew of Brand Nam es (2)1.1 Definition of Brand Names (2)1.2 Formation of Brand Names (2)1.2.1P r o p e r N a m e s (3)1.2.2C o m m o n Wo r d s (3)1.2.3C o i n e d Wo rd s (4)1.3 Characteristics of Brand Names (5)1.3.1B r e v i t y (5)1.3.2E l e g a n c e (6)1.3.3O r i g i n a l i t y (7)1.4 Functions of Brand Names (7)1.4.1In fo rm at i v e Fun c t i o n (8)1.4.2A e s t h e t i c F u n c t i o n (8)1.4.3E v o c a t i v e F u n c t i o n (10)Chapter 2 Functional Equivalence Theory and Brand NameTranslation (12)2.1 Funct i onal Equi val ence (12)2.2 Consideration of Factors in Brand Name Translation (13)2.2.1C o ns um e r P s yc h o l o g y (13)2.2.2 Cult ural Fact ors (14)2.2.3A e s t h e t i c Fa c t o r s (16)2.3 Application of Functional Equivalence in Brand Name Translation (16)2.3.1 Equivalence of Informative Function (16)2.3.2 Equivalence of Aesthetic Function (17)2.3.3 Equivalence of Evocative Function (18)Chapter 3 Methods Employed in Brand Name Translation (20)3.1 Li t er al Trans l a t i on (20)3.2Tr a n s l i t e r a t i o n (21)3.3 Combination of Literal Translation and Transliteration (23)3.4C r e a t i v e Tr a n s l a t i o n (24)3.4.1 Addition or Deletion (24)3.4.2B l e n d i n g (25)3.4.3A c r o n y m (26)3.4.4P u r p o s i v e M i s s p e l l i n g (26)C o n c l u s i o n (27)B i b l i o g r a p h y (28)AcknowledgementsIntroductionA brand name is a sign representing cultural characteristics of different nations, societies and times. It serves not only its expected functions of communication; it is also employed in a symbolic manner to identify a brand and its cultural origin. Today, well-known brand names have become cultural icons, and enjoy powerful advantages in the fierce competition. Brand names, as part of language, reflect the features of a certain nation, including the historical and cultural background, their attitudes towards life, and their life style and thinking pattern.Brand name translation is influenced by cultural elements which differentiate it from general translation. Brand name translation is of significance in the competitive market. Brand names mirror the culture of different countries, so cultural elements must not be ignored in the translating process. At present, with economic development and increasing international contact, the exchanges between different countries become more and more frequent. And trade surplus becomes an important part of our national economy. Proper translation of brand names also becomes more and more important so as to promote the sales of goods and cultivate foreign markets.Chapter 1Overview of Brand Names1.1 Definition of Brand NamesA brand name refers to a specific name employed by a corporation to identify uniquely a product or its manufacturer, or a service and its provider. （Li Guisheng，1996）It is quite often used interchangeably within “brand name”, although it is more correctly used to specifically denote written or spoken linguistic elements of any product. A legally protected brand name is called a proprietary name. A powerful brand name embodies a unique set of values and hence personality. A successfully designed brand name can bring about enormous value in a real sense, which is invisible wealth of a company. Therefore, brand name is of more and more importance in “global village” and the right and suitable meaning of a brand can be an enduring advantage.1.2 Formation of Brand NamesFrom the perspective of the linguistic structures, brand names can be mainly divided into proper name brand names, the common word brand names and the coined word brand names.(He Chuansheng,1997) However, there are some similarities and differences in the formation of Chinese and English cosmetic brand names.1.2.1 Proper NamesUsing a proper name especially a person’s name can create a sense of amicability between the product and the consumers. A good name will inspire the consumers to think about the image under that name. Take some brand names for example, “Charlie” in English has the long-standing image of being a confident but warm little girl; “大宝”in Chinese is an adorable nickname for a male who is the family members’ darling. When personal names are used as brand names, distance between the commodities and the consumers could be shortened while the sense of intimacy could be established. In such a delightful and cheerful state, consumers would be inspired to be better informed about the products, if interested and satisfied, they will purchase. Thus, a very successful sale could be fulfilled as the brand name fully performs its fundamental function.1.2.2 Common WordsCommon words will add more amicability and friendliness in the products and names provide the denominators and translators more choices. Usually, the common words used in Chinese and English brand names include adjective and noun.The brand names formed by common nouns have symbolic and metaphor functions. Products with these names possess the characteristics of these words or objects, for example, “Ivory” can make you skin smooth and white. The cosmetic brand names formed by adjectives or adjective plus noun can show a very direct description of the main characters of the product.1.2.3 Coined WordsWhen certain qualities, characteristics and functions are taken into consideration, coined words can be created. Since they are coined, they are unique and novel as there is not much possibility that another similar one will appear. Many English brand names are created by means of lexical methods, such as shortening, compounding, blending, affixation, etc while the Chinese brand names tend to use word group.Shortening is the simplified form of the original words. For example, “SR”, a brand name of toothpaste, is formed by acronym, that is, to use the initials of the ingredients of the product (Sodium, Ricinoleate).Compounding is a popular and crucial way of forming English and Chinese cosmetic brand names. By compounding, two or more words are together to show the feature, quality and function of the product, so compound brand names can illustrate the characteristics of the products from multi-perspectives. Examples are:“Body Flower” stresses its function of making the body full of the fragrance of flowers.“Head & Shoulders” stresses its function of moistening the hair and making it soft and easy to comb.Different from English, Chinese is the ideograph language. So word groups can be formed by putting characters together. Usually, certain words have good connotations are frequently used.Names of plants and animals are often used as brand names. Chinese cosmetic brand names have a preference of the pretty images of some of them which can arouse the interest and bring good association, such as“蜂花”(cosmetic),“紫罗兰” (cosmetic)and “佰草集” (cosmetic).The above-mentioned have attached great importance to the point that they are pure, natural and environmentally safe products by using the raw material from the outside world and the consumers can get the essence of the flowers and herbal extract by using them.1.3 Characteristics of Brand NamesA brand name is the name of a product, which is a mark or a symbol that can be used to define a certain product. The goal of a brand name should aim at setting up a good image in the market, arousing consumers’ favorable association and purchasing desire. Thus the language used in brand names must have some features of its own.1.3.1 BrevityBrevity is a basic requirement of a good brand name, which means brand names should concise in spellings and pronunciations to make them eye-catching and easy to remember. According to an investigation, Chinese brand names consist of mainly two or three characters, and 70% of them (including Chinese versions of foreign ones) are two-character construction, 29% are three-character construction, only about 1% are more than five characters. Name a few as examples, “立白”(washing powder), “碧浪” (washing powder), “汰渍” (washing powder), “雕牌” (washing powder), “奥妙” (washing powder), “海尔”(electric appliance), “双星”(sports product).Whereas most English brand names are made up of one to four syllables on most occasions. Brand names such as “Benz” and “Ford”(cars) consist of one syll able; Brand names like “Sony”(electric appliance) and “Kodak”(film) are composed of two syllables; those like “Accustom”(watch) and “Adidas”(clothing) are made up of three syllables; “Electrolux”(appliance) comprises four syllables. In addition, most of these syllables consist of sonorous vowels and consonants with less friction, making the brand name easy to pronounce and remember.1.3.2 EleganceAs far as elegance is concerned, it means that both brand names and their rendered versions should have favorable association but avoid unpleasant connotation that may offend customers to arouse consumers’ purchasing desire. For example, the Chinese version “金利来” for the English brand name “Goldlion” is better than “金狮”, for “金利来” not only presents consumers the good quality of the tie but indicates the profit or good luck it can bring. While on the other hand, brand names such as “交际花”, “舞女” are forbidden to register in our country according to our Interim Regulations of Brand Name Registration because of their vulgar tastes.1.3.3 OriginalityA brand name should be as novel and unconventional as possible in wording, pronunciation, meaning and other aspects, so as to arouse the interest of the consumers and leave a deep impression on them.There are a variety of methods that can be used to achieve this effect. Word formation such as abbreviation, initials, numbers, and parallelism is one way to create originality. The brand name “TCL”(TV set) is special and new in home-made TV sets. Appealing sound is another way to obtain this effect. “Yahoo” and its Chinese version “雅虎” have a very peculiar and strong phonological effect and thus cause a pleasant psycho-acoustic impact on its hearers. Still unusually combination of common words, or coined words in Engl ish brand names, such as “7-up”(beverage), “0M0” (powder) and so on, leave a fresh yet deep impression on costumers because of their unique form and pronunciation.1.4 Functions of Brand NamesThe brand name is intended to appeal to the target consumers favorable meaning so as to spread ideas or information about persuade symbolic, or convince consumers. The basic functions of brand with pleasant sound and the products that will names are informative, evocative and aesthetic.1.4.1 Informative FunctionIt is well known that high-information is an important value of advertisement, to say nothing of its core, brand name. Brand name should firstly be informative to provide the consumers with information about the uses, characters, values and the target consumers.For example, brand names such as “Benz” (car), “Mary Kay” (cosmetics), “蒙牛”(milk)，“张小泉”(scissors)，“青岛”(beer) provide consumers with product makers, materials and producing areas. Those like “Microsoft” (computer), “H20” (cosmetics), “立白” (washing p owder), “舒肤佳”(soap) provide us with the information about basic uses of products. Brand names such as “钻石”(watch) imply the characteristics and the value of the products. Brand names can also indicate who the potential consumers are, such as “兰贵人”(cosmetic s), “劲霸”(apparel), “淑女屋”(apparel), etc.1.4.2 Aesthetic FunctionIn order to appeal to consumers, a good brand name should also have an aesthetic effect on them. Information alone supplied by brand names is far from enough to attract consumers and they should also bring consumers pleasant feelings, which can be manifested in the following three aspects — sound, form and meaning.To begin with, sound is not only an indispensable element of a brand name, but also an essential way to attract consumers, i.e. a means of accomplishing advertising effect. So on TV advertisements, brand names are always articulated. Brand names with beautiful sound are preferred by consumers as well as brand name designers. For example, “Kodak” (camera) simulates the sound when we push the shutter of a camera, while “Pepsi” reminds us of the sudden sound “si-” when we open up a bottle of soda drink and “Coca-Cola” is rhythmic and harmonious, easily pronounced and remembered.Then, form is closely related with psychology, and could arouse consumers’ psychological and visual reaction. A brand name with aesthetic features in form is more outstanding. For instance, “S” reminds people of lady’s curvilinear figure. That’s why many femalearticles are named with “S” added, such as, “Aeress” (underwear), “Finess” (cosmetics), “Simples” (cosmetics), etc.Last but not least, semantic aesthetics should also be taken into consideration. Favorite Chinese characters in brand names include “诚”（honesty）, “梦”（dream）, “爱”（love）, “美”（beauty）etc. It is the same case with “淑女屋”(apparel), which attracts girls who desire to be gentlewomen.1.4.3 Evocative FunctionA brand name has evocative function, which means the brand names must interest consumers and stimulate them to make a purchase. According to Newmark, a typical example of evocative texts is advertisement. As the essential part of the advertisement, the brand name has the evocative as its basic function, which is based on its informative and aesthetic functions.In order to realize its evocative function, many brand names tend to choose words with favorable meanings. They offer consumers a kind of aesthetic feeling and arouse their purchasing desire. It turns out that brand names with exotic flavor can arouse peop le’s interest and persuade them to give it a try. For instance, the “Safeguard” (soap) implies that the soap can protect your skin and you more beautiful. And the Chinese brand name “皇冠”(automobile), which means crown, hints the quality of being superior and noble. Such kind of brand names will certainly appeal to consumers and result in their purchasing.Brand names can also succeed in persuading people by catering to their psychological needs. Brand names with romantic connotation can always attract the young customers and stir their enthusiasm of making a purchase. That’s why most costume brand names are common words full of imaginary or romantic connotation so as to meet the purchasing psychology of those young ladies and thus catch their attention. “Kis s-Me” (lipstick) is a call of love and “Youngor” (clothing) tells you that you will be younger than before if you are wearing this kind of clothes. “旺旺”(food) exactly expresses people’s best wishes of being healthy, wealthy and outstanding.B.A Thesis Chapter 2 Functional Equivalence Theory and Brand Name TranslationChapter 2Functional Equivalence Theory and Brand NameTranslation2.1 Functional EquivalenceTranslation equivalence is one of the central topics of translation research. Realizing that no translation is able to attain complete equivalence to the original, Nida advocates the idea of “functional equivalence”. According to Eugene A. Nida, a minimal, realistic definition of functional equivalence could be stated as “the reade rs of a translated text should be able to comprehend it to the point that they can conceive of how the original readers of the text must have understood and appreciate it” (1993:118).In addition, a maximal, ideal definition could be stated as “the readers of a translated text should be able to understand and appreciate it in essentially the same manner as the original readers did” (1993:118). However, this maximal level of equivalence is rarely achieved in practice. In fact the idea “equivalence” is appro ached on the basis of degrees of closeness from minimal to maximal effectiveness.To put it more specific, a minimal adequacy of translation is that the target readers can conceive of how the source readers must have understood and appreciated the source text; a maximal adequacy of translation might be that the target readers can understand and appreciate the translated text in essentially the same manner as the source readers understand and appreciate the source text. Nida suggests that when literal translation fails to attain satisfactory equivalence, adjustments in form are necessary (1993:125).Furthermore, in order to produce functionally equivalent translation, he proposes “the great the differences in the source and target cultures, the greater the need for adjustments; the greater the differences between the source and target languages, the greater the need for adjustments” (1993:129).2.2 Consideration of Factors in Brand Name Translation2.2.1 Consumer PsychologyConsumer psychology in a narrow sense refers to the mental state of a consumer and in a broad sense; it means the science of consumer psychology. It can be defined as “the mental or psychological activities of consumers in their realization, adjustment, and control of purchasing and consuming actions according to their own needs and abilities under the influence of the general social environment of consumption andeconomy”.(Gu Wenjun, 2002: 7)The majority of consumers are the intended reactors of marketing activities. Brand name translation, an indispensable procurer of such activities, is consumer-oriented. Consumers in the target market play the roles as the reader, the addressee, and eventually the reactor of a translated brand name. And the translator of a brand name can be regarded as a target-market brand name producer expressing a source-market brand name producer’s intentions.Information about the target-text addressee is of crucial importance for the translator of the brand name, and the goal of sales promotion is to stimulate immediate consumer purchasing. Therefore, the translator should enable a brand name to attract the attention, to arouse the curiosity and interest of the consumers, to satisfy their psychological needs and further stimulate their motives to purchase the particular commodity.2.2.2 Cultural FactorsCulture has its certain underlying characteristics which can be associated with brand names. Culture exists to satisfy the needs of the people within a society. It offers order, direction and guidance in all phases of human problem solving by providing “tried-and-true” methods of satisfying physiological, personal, and social needs.（Jiang Lei，2003）For example, culture provides standards and “rules” about when to eat, where to eat, and what is appropriate to eat for breakfast, lunch, dinner, and snacks, and what to present your parent and the aged. Soft-drink companies would suggest that the consumers should choose their products containing more vitamins and minerals since health is the first priority in modern society. In china, we used to have porridge or soy bean milk for breakfast. So, the manufacturer would produce the household mixer w hose slogan might be “soy bean milk is your best choice”.Besides company image strategies, many well-known brands spotlight their cultural connotation. They emphasize what they sell is not a product, but a certain culture, a national spirit. In this regar d, “Haier” means aiming higher and being sincere. So, cultural meaning can move from the culturally constituted world to consumer goods and from there to the individual consumer by means of various consumption-related vehicles, including brand names of course.Since culture is considered as the totality of beliefs and practices of a society, nothing is more important and effective than language through which the beliefs are expressed and transmitted and by which the cultures are conveyed and transferred. It is believed that where there is language, there is culture hidden behind. Language is a kind of institutional culture in some sense. It is not grasped by individuals but shared by a certain society. It is influenced by certain culture and in turn mirrors the culture. Brand names, as part of language, are of no exception. They areinfluenced by culture and in turn reflect culture. Therefore, culture has its underlying characteristics which can be associated with brand names.2.2.3 Aesthetic FactorsAs has been discussed in the first chapter, brand names possess the aesthetic function. In the process of translation, it is vital to reproduce the original aesthetic features of the brand names to the addressees. Brand name translation is demanded to be practical and aesthetic and translators will not only have to reserve the essence of the original brand name but also conform to the aesthetic psychology of consumers. Xu Yuanchong (2006:73) argues that translation is an art to transfer one language into another. His theory regarding to aesthetics in poetry translation goes like this: “beauty in sound, beauty in form and beauty in image”. Consequently, aesthetic factors should be taken into great account in the translation of brand names.2.3 Application of Functional Equivalence in Brand NameTranslationAs Nida’s functional equivalence the equivalent function indicates, an effective translation version should be able to produce or in other words the most proximal function to both the target and the original receptors. A translator must be clear about the functions of the source language, which is the prerequisite for a translator to achieve functional equivalence. Thus, brand name translation should take the functions of original brand name into full consideration in order to achieve functional equivalence.2.3.1 Equivalence of Informative FunctionFirst of all, brand name translation is usually informative. Equivalence in informative function is required. This requires that the renderings must be able to inform people of the functions, characteristics and values of the products as the original brand names do. To achieve the informative requirement, brand name should contain as much information as possible, readable to give the receptors strong impression. Some kinds of brand names inform the consumers of the basic functions of certain products. An English brand name “Goodyear” (tyre), which consists of “good” and “year” (two common words), meaning that if you use this tyre you will be smooth and happy through the whole year because the tyre lasts long in use. And the Chinese translation “固特异” is as good as the original one. “固” implies “lasting long” and “特异”means “extraordinary”. So we can see from the translated name that the life of this tyre will last extraordinarily long. It suggests the function of the tyre.2.3.2 Equivalence of Aesthetic FunctionThe aesthetic function refers to that brand names can provide theaudience with aesthetic feeling. No matter how faithful it is to its original in meaning, any slight failure to aesthetic function may render the name to the state of being rejected by consumers. The renderings should create a sense of beauty either in form or in context to the same or similar extent to the original ones so as to achieve equivalence in aesthetic function. It is of no doubt that a brand name must not only provide information about the product, but also please people and help them to bring aesthetic feeling. Most brand names are carefully selected to perform their aesthetic function, which is mainly realized by creating phonetic beauty, semantic beauty and imaginary beauty. “Coca-Cola” (beverage) is a distinguished example. It is translated to “可口可乐” in Chinese. The version not only imitates alliteration like the original one, but also helps to arouse favorable associations of customers and also consider the phonetic beauty.2.3.3 Equivalence of Vocative FunctionS imply speaking, the vocative function means that brand name can arouse people’s interest and persuade them to make purchases.Brand name translation should not only inform people of the value of products, but also cater to the customers’ psychological need to achieve equivalence in vocative function. One example is “Mr. Muscle” (a detergent brand name). If it is translated as “肌肉先生”，Chinese people are likely to associate it with a person who merely has a simple brain and strong limbs without intelligence. Of course, such a translated version in Chinese will attract few people’s interest and its vocative function would be impossib le. A revised version of “威猛先生” can fulfill its vocative function of inducing housewives to do some cleaning with this detergent.Besides the above-mentioned equivalence in functions of brand names, a translator must also take into consideration simultaneously such elements as linguistic and cultural factors in order to achieve functional equivalence in brand name translation.Chapter 3Methods Employed in Brand Name Translation As discussed above, the successful observance of the principle of “functional equivalence” in translating source brand names into target ones depends on many factors, among which the most important is the flexible employment of translation techniques in practice. There are four kinds of translation techniques: literal translation, transliteration, combination of literal translation and transliteration and creative translation.3.1 Literal TranslationLiteral translation means translating meanings literally, namely, keeping both the original form and the original sense. It is often used when the brand names can find corresponding expressions in target language. As Chinese and English cultures share many similarities, many brand names can be translated into target language by literal translation, especially those brand names invented after the names of plants, animals, birds or precious things like gem, diamond and gold. （Murphy, 1987）For example, “梅花”(recorder) is translated as “Plum Blossom”; “小天鹅”(washing-machine) as “Little Swan”; “钻石”(watch) as “Diamond”; “金杯”(sports shoes) as “Golden Cup”. Some Brand names which indicate the material, the quality, the usage and the peculiarity of certain products can be translated into English by this technique as well.Literal translation is often adopted in many cases as an effective technique for achieving functional equivalence in translating brand names. Nevertheless, translators must make sure first that versions produced by this technique are acceptable in other culture and are not negative in the target market. And this is of great importance, for we may fail to reproduce the same vocative function of the brand names if we do something opposite. For example, “白翎”(White Fe ather) are well accepted in domestic market; while in American and British market, the product was rejected, because its English rendering White Feather does not meet the psychology of the potential customers. In their culture, to show the white feather is a means of insulting, equivalent to abuse the person for being coward.3.2 TransliterationTransliteration refers to the way of translating brand names by taking the sounds of words instead of their verbal meanings into account. It is frequently used when the brand names created by culture-specific。

从功能对等的角度论英汉商标翻译(英文版)(DOC)

毕业论文题目名称：从功能对等的角度论英汉商标翻译题目类型：研究论文学生姓名：赵金芳院 (系)：外国语学院英语系专业班级：英语11203班指导教师：王娟辅导教师：时间：2015年11月20日至2016年5月28日从功能对等的角度论英汉商标翻译赵金芳总计：毕业论文28页指导教师：王娟评阅教师：张文完成日期：2016年5月28日On Translation of English and Chinese Trademarks from the Approach of Functional EquivalenceA ThesisPresented to the School of Foreign StudiesYangtze UniversityBy Zhao JinfangIn Partial Fulfillment of the RequirementsFor the Degree ofBachelor of ArtsMay 2016Thesis Supervisor: Wang Juan毕业论文目录指导老师审查意见 (I)评阅老师评语 (II)答辩会议记录及成绩评定 (III)任务书 (IV)文献综述 (VII)中文摘要 (XIII)英文摘要 (XIV)正文目录 (XV)正文 (1)参考文献 (27)致谢 (28)长江大学毕业论文(设计)指导教师评审意见学生姓名赵金芳专业班级英语11203班毕业论文从功能对等的角度论英汉商标翻译(设计)题目指导教师王娟职称副教授评审日期2016年5月26日评审参考内容：毕业论文(设计)的研究内容、研究方法及研究结果，难度及工作量，质量和水平，存在的主要问题与不足。

学生的学习态度和组织纪律，学生掌握基础和专业知识的情况，解决实际问题的能力，毕业论文(设计)是否完成规定任务，达到了学士学位论文的水平，是否同意参加答辩。

评审意见：指导教师签名：评定成绩（百分制）：_______分长江大学毕业论文(设计)评阅教师评语学生姓名赵金芳专业班级英语11203班毕业论文从功能对等的角度论英汉商标翻译(设计)题目评阅教师张文职称副教授评阅日期2016年5月27日评阅参考内容：毕业论文(设计)的研究内容、研究方法及研究结果，难度及工作量，质量和水平，存在的主要问题与不足。

功能对等视角下英文商标翻译研究

功能对等视角下英文商标翻译研究作者：陈晓玲王鑫雅来源：《大东方》2018年第02期摘要：随着经济的全球化和改革开放的进一步深化，中国与世界的联系日益密切，大量的外国商品涌入国内，占据着中国的市场。

同时，我们本土化的产品也加快了走出去的步伐，企业与企业之间的竞争日益加剧。

在这一背景下，商标在提高产品辨识度、刺激消费和推动经济增长方面发挥了不可替代的作用，因此，商标的翻译也变得越来越重要。

本文以奈达的功能对等理论为基础，结合商标的定义和特点，对商标的翻译进行探索，提高商标翻译质量，更好地发挥商标的作用，刺激消费，推动经济发展。

关键词：功能对等；商标；翻译原则；翻译策略一、商标的定义及其特点（一）商标的定义商标是商品的标志，是一种特殊的语言形式，既区别于商品，为某一商品所专用，同时又体现生产商家与消费者之间的沟通（方文，2010）。

根据世界知识产权组织的解释，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。

（二）商标的特点商标命名最基本的一大特点就是要简洁新颖，易读易记。

商标存在的目的和作用就是为了吸引消费者，并让消费者看过后印象深刻，不容易忘记。

所以在选词用词上面一定要简洁，富有新意，朗朗上口。

其次，商标的命名和翻译一定要内涵丰富，富于联想。

在汉语的表达中，我们总是习惯注重主观与客观的高度和谐，赋予一件事物丰富的内涵，让人们产生美好的联想。

因此，一个好的商标也应该具备这样的特点，在向消费者展示商品良好品质的同时，唤起消费者美好的想象，起到广告宣传的作用。

第三，商标的命名和翻译应可以说明商品的特点、性质或者功能。

二、功能对等与商标美国著名翻译理论家尤金·奈达在1964年出版的《翻译科学初探》中首次提出动态对等，是指译文接受者对译文的反应与原文接受者与原文的反应基本一致（黄贵，2005）。

奈达的功能对等，强调功能对等优于形式对等，在翻译时不求文字表面形式的一一对应，而是两种语言间需要达成功能上的对等，使译文读者反应与原文读者反应基本一致（文月娥，周小玲，2005）。