【正文】 湖南文理學(xué)院芙蓉學(xué)院本科生畢業(yè)論文 題 目：A Study of Brand Name Translation from the Perspective of Functional Equivalence 功能對等理論視角下的商標(biāo)翻譯研究 學(xué)生姓名： 羅 菁 學(xué) 號： 08050426 專業(yè)班級： 英語0804班 指導(dǎo)教師： 譚照亮 完成時間： 2012年5月 A STUDY OF BRAND NAME TRNSLATION FROM THE PERSPECTIVE OF FUNCTIONAL EQUIVALENCETHESISSubmitted 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 湖南文理學(xué)院芙蓉學(xué)院 本科生畢業(yè)論文開題報告書 題 目： A Study of Brand Name Translation from the Perspective of Functional Equivalence 功能對等理論視角下的商標(biāo)翻譯研究 學(xué)生姓名： 羅 菁 學(xué) 號： 08050426 專業(yè)班級： 英語0804班 指導(dǎo)教師： 譚照亮 2011 年 12 月 8 日摘 要商標(biāo)名稱是指商標(biāo)中可以用語言稱呼的部分，是產(chǎn)品的標(biāo)記，是產(chǎn)品形象的重要內(nèi)容之一。本文從商標(biāo)名稱的相關(guān)知識入手，介紹了商標(biāo)名稱的概念、特征及功能。商標(biāo)名稱是一種文化現(xiàn)象，我們在商標(biāo)名稱翻譯時需要注意它的可行性，以奈達的”功能對等”理論作為商標(biāo)名稱翻譯的基本原則及翻譯的方法，這是一種可行的方法。商標(biāo)名稱具有特有的文化特點，與文化有著密切聯(lián)系，我們需要從不同國家的特性、習(xí)俗和習(xí)慣、語義聯(lián)想等不同角度分析商標(biāo)名稱翻譯過程中的文化障礙。盡管在商標(biāo)名稱互譯中存在文化障礙，但它們并不是不可以跨越的。譯者應(yīng)靈活運用具體的翻譯方法，跨越文化障礙，力求達到功能對等和最佳翻譯效果。 關(guān)鍵詞：功能對等；商標(biāo)；翻譯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 possibility 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 overe them. Translators should use the techniques flexibly so as to overe the cultural barriers in brand name translation and try to translate brand names perfectly. Key words: functional equivalence。 brand name。 translation Contents摘 要…………………………………………………………..……..…iAbstract………………………………………………………….……..iiIntroduction……………………………………………………………1Chapter 1 Overview of Brand Names……………………………..…2 Definition of Brand Names…………………………………………2 Formation of Brand Names…………………………………………2 Proper Names……………………………………………………3 Common Words…………………………………………….……3 Coined Words………………………………………………….…4 Characteristics of Brand Names…………………………………..…5 Brevity………………………………………………………...…5 Elegance………………………………………………….…..…6 Originality…………………………………………….……..…7 Functions of Brand Names ……………………………………..…7 Informative Function………………………………….……..…8 Aesthetic Function…………………………………………..…8 Evocative Function……………………………………...……10Chapter 2 Functional Equivalence Theory and Brand Name Translation……………………………………...…………12 Functional Equivalence……………………………………………12 Consideration of Factors in Brand Name Translation……………13 Consumer Psychology…………………………………………13 Cultural Factors…………………………………………………14 Aesthetic Factors………………………………………………16 Application of Functional Equivalence in Brand Name Translation…16 Equivalence of Informative Function…………………………16 Equivalence of Aesthetic Function……………………………17 Equivalence of Evocative Function……………………………18Chapter 3 Methods Employed in Brand Name Translation……….20 Literal Translation…………………………………………………20 Transliteration……………………………………………………21 Combination of Literal Translation and Transliteration…………23 Creative Translation………………………………………………24 Addition or Deletion……………………………………………24 Blending………………………………………………………25 Acronym……………………………………………………26 Purposive Misspelling………………………………………26Conclusion……………………………………………………………27Bibliography…………………………………………………………28AcknowledgementsIntroductionA brand name is a sign representing cultural characteristics of different nations, societies and times. It serves not only its expected functions of munication。 it is also employed in a symbolic manner to identify a brand and its cultural origin. Today, wellknown brand names have bee cultural icons, and enjoy powerful advantages in the fierce petition. 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 petitive 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 bee more and more frequent. And trade surplus bees an important part of our national economy. Proper translation of brand names also bees more and more important so as to promote the sales of goods and cultivate foreign markets. Chapter 1Overview of Brand Names 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