摘 要

在经济全球化的格局下，中国经济越来越占据主导地位。国外商家开始重视中国市场，大批量的引出商品到中国。对于国外来说，他们的出口商品面对的是具有全新异域文化背景的消费群体，所以他们必须要重视商标的翻译，只有准确恰当了，才能树立起一个良好的品牌形象，从而扩大商品出口。

就翻译而言，它应该有具体的翻译要求。有时因特殊需要，要求译文与原文具有不同的功能，因而，赖斯认为译者应优先考虑译文的功能特征而不是对等原则。此后，赖斯的学生汉斯威密尔摆脱以原语为中心的等值论的束缚，创立了功能派的奠基理论：翻译目的论。

目的论注重功能，适用于品牌翻译，从而达到科学有效的刺激消费，促进消费。本文拟从目的论视角出发，根据其基本原则和发展，来分析英语品牌的汉译。本论文成果仍具有一定的局限性，供将来相关研究参考。

关键词：翻译，英语品牌，目的论，基本原则

Contents

1. Introduction------------------------------------------------------------------------------------1

2. Demonstration---------------------------------------------------------------------------------2

2.1. An overview of Skopostheorie and the translation of brand names -----------------2

2.1.1. Origin and development of Skopostheorie -------------------------------------------2

2.1.2. Three rules of Skopostheorie------------------------------------------------------------2

2.1.2.1. Purpose rule-----------------------------------------------------------------------------2

2.1.2.2. Coherence rule--------------------------------------------------------------------------3

2.1.2.3. Fidelity rule-----------------------------------------------------------------------------4

2.1.3. A review of the translation of brand names -------------------------------------------4

2.1.4. Skopostheorie’s influence on translating brand names -----------------------------5

2.2. The Translation of English brand names from other two perspectives--------------6

2.2.1. The perspective of cultural difference-------------------------------------------------6

2.2.2. The perspective of aesthetics------------------------------------------------------------7

2.3. Apply the three rules of Skopostheorie to the analysis of the translation of English brand names --------------------------------------------------------------------------------8

2.3.1. The purpose rule--------------------------------------------------------------------------8

2.3.2. The coherence rule ---------------------------------------------------------------------10

2.3.3. The fidelity rule -------------------------------------------------------------------------11

3. Conclusion------------------------------------------------------------------------------------13

Works Cited -------------------------------------------------------------------------------------14

Bibliography ------------------------------------------------------------------------------------15

The Translation of English Brand Names from the Perspective of Skopostheorie

1. Introduction

Since joining the World Trade Organization, China has accelerated the process of international convergence in various fields such as economy and trade, and more and more foreign goods have poured into the Chinese market. As a very significant part of goods and services, trade names have been inseparable from economic activity and people's lives.

Foreign companies strive to sort out the brand image as soon as possible, therefore, a new brand of translation in establishing a brand image plays a pivotal role. Unfortunately, some translators only consider maximizing business interests, leading to formal equivalence between the trademark name of the original language and the trademark name of the target language, and some translators consider too much interrogation and ignore other As a result, the translation of the results in the target market is difficult to be favored. We believe that these complex phenomena can be explained from Hans Vermeer's teleology.

The paper intends to study the translation of English brand trademark from the perspective of Skopostheorie. But also pointed out that the trademark translation should be based on the translation to achieve the purpose of publicity and persuasion, the use of a variety of translation strategies and methods to stimulate the desire to buy potential customers, so that products in the market more competitive.

This thesis, adopting the skopos theory perspective, studies the translation of English brand names.

Part 1 focuses on the overview of Skopostheorie and the translation of brand names.

Part 2 is devised to introduce and analyze other two perspectives of the translation of English brand names.

Part 3 concentrates on applying the three rules of Skopostheorie to the analysis of the translation of English brand names.

The last part brings the thesis to a natural conclusion that skopos theory is an effective principle to guide the translations of brand names. This theory requires functions as their original purpose in the translation process.

1. Demonstration

2.1 An overview of Skopostheorie and the translation of brand names