【正文】 s 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 mon words full of imaginary or romantic connotation so as to meet the purchasing psychology of those young ladies and thus catch their attention. “KissMe” (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.Chapter 2 Functional Equivalence Theory and Brand Name Translation Functional EquivalenceTranslation equivalence is one of the central topics of translation research. Realizing that no translation is able to attain plete 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 readers of a translated text should be able to prehend 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 approached 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。 “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 Feather) are well accepted in domestic market。 Brand names like “Sony”(electric appliance) and “Kodak”(film) are posed of two syllables。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。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。 Shoulders” stresses its function of moistening the hair and making it soft and easy to b. 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),“紫羅蘭” (cosmetic)and “佰草集” (cosmetic).The abovementioned 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. Characteristics of Brand Names A 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. Brevity Brevity is a basic requirement of a good brand name, which means brand names should concise in spellings and pronunciations to make them eyecatching 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 twocharacter construction, 29% are threecharacter construction, only about 1% are more than five characters. Name a few as examples, “立白”(washing powder), “碧浪” (washing powder), “汰漬” (washing powder), “雕牌” (washing powder), “奧妙” (washing powder), “海爾”(electric appliance), “雙星”(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 syllable。 “鉆石”(watch) as “Diamond”。 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。 brand name。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 f