【正文】 畢業(yè)設計 （論文） 說明書 The Translation of English Brand Name on the Perspective of Skopostheorie 目的論視角下英語商標的翻譯 The Translation of English Brand Name on the Perspective of Skopostheorie Dai Wei Under the Supervision of Zhang Ruisi Submitted in Partial Fulfillment of the Requirements for the Degree of Bachelor of Arts School of International Studies Hunan Institute of Technology June 2020 I Contents Abstract .................................................................................................. 1 Introduction ........................................................................................... 2 Chapter 1 Introduction to the Skopostheorie .................................... 3 The Development Process of Skopostheorie .............................. 3 Rules of Skopostheorie .............................................................. 5 Chapter 2 Translation of English Brand Names ............................... 8 Features of English Brand Names .............................................. 8 The Necessity of English Brand Name Translation .................... 9 Promote Economic and Social Development ................ 10 Strengthen Cultural Communication............................. 12 Enhance International Competitiveness ........................ 13 Chapter 3 The Methods and Principles of English Brand Name Translation ...................................................................... 14 The Principles of English Brand Name Translation ................. 15 The Principle of “Do as the Romans do” ...................... 16 The Principle of Association ......................................... 17 The Principle of Concision ........................................... 18 The Methods of English Brand Name Translation ....................... 19 Literal Translation ........................................................ 20 Free Translation ............................................................ 21 Transliteration .............................................................. 22 Zero Translation ........................................................... 23 Chapter 4 Some Typical Issues Should Be Noticed in the Process of English Brand Name Translation .................................. 24 II Pay Attention to the Diversity of Culture in Different Countries or Regions................................................................................ 25 Enhance the Aesthetic Taste ..................................................... 26 Highlight the Product Feature .................................................. 27 Conclusion ............................................................................................ 28 Bibliography ......................................................................................... 29 Acknowledgements .............................................................................. 30 1 The Translation of English Brand Name on the Perspective of Skopostheorie Dai Wei Abstract: Brand is a special language symbol。 also it is a favorable instrument when enterprises participate in international petitions. 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, bining 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 ： 商標是一種特殊的語言符號，是企業(yè)參與國際競爭的有力武器，商標的成功宣傳對企業(yè)開拓國際市場，實現(xiàn)企業(yè)銷售目標有著無 法估量的作用。本文從德國功能派翻譯理論核心理論之一的翻譯目的論視角下，結合具體商標的翻譯來探討商標翻譯的原則和方法，并闡釋商標翻譯研究的巨大現(xiàn)實意義和一些需要注意的地方。 關鍵詞 ：商標；目的論；翻譯；原則和方法 注： 2 Introduction The 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 functionoriented 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 of enterprises from abroad bee more and more frequent. The translation of English brand names bees 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 petition. 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 3 one, Katharina Reiss brought the function category into the translation criticism for the first time and he made the language function, text type and tr