目的论视角下英语商标的翻译毕业论文.doc

. . . 毕业设计（论文）说明书The Translation of English BrandName on the Perspective of Skopostheorie 目的论视角下英语商标的翻译The Translation of English Brand Name on the Perspective of SkopostheorieDai WeiUnder the Supervision of Zhang RuisiSubmitted in Partial Fulfillment of theRequirements for the Degree of Bachelor of ArtsSchool of International StudiesHunan Institute of TechnologyJune 2015 / ContentsAbstract1Introduction2Chapter 1 Introduction to the Skopostheorie31.1 The Development Process of Skopostheorie31.2 Rules of Skopostheorie5Chapter 2 Translation of English Brand Names82.1 Features of English Brand Names82.2 The Necessity of English Brand Name Translation92.2.1 Promote Economic and Social Development102.2.2 Strengthen Cultural Communication122.2.3 Enhance International Competitiveness13Chapter 3 The Methods and Principles of English Brand Name Translation143.1 The Principles of English Brand Name Translation153.1.1 The Principle of “Do as the Romans do”163.1.2 The Principle of Association173.1.3 The Principle of Concision183.2 The Methods of English Brand Name Translation193.2.1 Literal Translation203.2.2 Free Translation213.2.3 Transliteration223.2.4 Zero Translation23Chapter 4 Some Typical Issues Should Be Noticed in the Process of English Brand Name Translation244.1 Pay Attention to the Diversity of Culture in Different Countries or Regions254.2 Enhance the Aesthetic Taste264.3 Highlight the Product Feature27Conclusion28Bibliography29Acknowledgements30The Translation of English Brand Name on the Perspective of SkopostheorieDai Wei Abstract:Brand is a special language symbol; also it is a favorable instrument when enterprises participate in international competitions. A successful propaganda of brand for enterprises has inestimable effects on marching into the international market and achieving sales targets. On the perspective of Skopostheorie which is one of the core theories of German functionalism, combining particular translations of English brand names which used for probing into the principles and methods of the translation of English brand names, this article indicates the practical significant and something should be noticed in the study of the translation of English brand names.Key words:brand; Skopostheorie; translation; principle and method摘要：商标是一种特殊的语言符号，是企业参与国际竞争的有力武器，商标的成功宣传对企业开拓国际市场，实现企业销售目标有着无法估量的作用。

本文从德国功能派翻译理论核心理论之一的翻译目的论视角下，结合具体商标的翻译来探讨商标翻译的原则和方法，并阐释商标翻译研究的巨大现实意义和一些需要注意的地方关键词：商标；目的论；翻译；原则和方法注：IntroductionThe core concept of Skopostheorie highlights the functionality of the target text in the target culture.Translation strategies and methods must be determined by the intended purpose and the function of the target text. Skopostheorie is function-oriented and focuses on the practicality. Skopos rule is the primary one among Skopos rule, coherence rule and fidelity rule. With the rapid economic growth in China and as a result of the world globalization, the economic activities ofenterprises from abroad become more and more frequent. The translation of English brand names becomes particularly important for enterprises to open up overseas markets and build their own brands in the international markets. A splendid brand name is so important for an enterprise to occupy a dominant position in global market competition. Therefore, how to translate the brand names suitably is one of the most important problems in front of the enterprises. To do so, the primary purpose of this paper is to find out the translated strategies and methods on the basis of the feature of English brand names and the theory foundation of Skopostheory. Skopostheorie is an approach to translation which was developed in Germany in the late 1970s. Emphases of Skopostheorie mainly showed up in three aspects: 1) to explain the nature of translation; 2) to analyze the characters who participate in the process of translation; 3) to put forward the principles of functional translation. The forming and developing process of Skopostheorie experienced three phases. Phases one, Katharina Reiss brought the function category into the translation criticism for the first time and he made the language function, text type and translation strategy associated with each other, which developed the schemes of translation criticism based on the relation between source text and target text, thus presenting us with an embryo of functionalist approach. The ideal translation keeping in Reiss’s mind is the conceptual content, linguistic form and communication function are equal to the source text. However, in practice, he found that a number of equivalence will never come true, and these exceptions are caused by specific translation brief. So, the translation criticism can’t only rely on the analysis。