【正文】 ulfillment 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。 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。 the greater the differences between the source and target languages, the greater the need for adjustments” (1993:129). Consideration of Factors in Brand Name Translation Consumer Psychology Consumer psychology in a narrow sense refers to the mental state of a consumer and in a broad sense。 “小天鵝”(washingmachine) as “Little Swan”。 “大寶”in Chinese is an adorable nickname for a male who is the family members’ darling. When personal names are used as brand names, distance between the modities and the consumers could be shortened while the sense of intimacy could be established. In such a delightful and cheerful state, consumers would be inspired to be better informed about the products, if interested and satisfied, they will purchase. Thus, a very successful sale could be fulfilled as the brand name fully performs its fundamental function. Common WordsCommon words will add more amicability and friendliness in the products and names provide the denominators and translators more choices. Usually, the mon words used in Chinese and English brand names include adjective and noun. The brand names formed by mon nouns have symbolic and metaphor functions. Products with these names possess the characteristics of these words or objects, for example, “Ivory” can make you skin smooth and white. The cosmetic brand names formed by adjectives or adjective plus noun can show a very direct description of the main characters of the product. Coined Words When certain qualities, characteristics and functions are taken into consideration, coined words can be created. Since they are coined, they are unique and novel as there is not much possibility that another similar one will appear. Many English brand names are created by means of lexical methods, such as shortening, pounding, blending, affixation, etc while the Chinese brand names tend to use word group. Shortening is the simplified form of the original words. For example, “SR”, a brand name of toothpaste, is formed by acronym, that is, to use the initials of the ingredients of the product (Sodium, Ricinoleate). Compounding is a popular and crucial way of forming English and Chinese cosmetic brand names. By pounding, two or more words are together to show the feature, quality and function of the product, so pound brand names can illustrate the characteristics of the products from multiperspectives. Examples are: “Body Flower” stresses its function of making the body full of the fragrance of flowers. “Head amp。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(dá)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。譯者應(yīng)靈活運(yùn)用具體的翻譯方法，跨越文化障礙，力求達(dá)到功能對等和最佳翻譯效果。 those like “Accustom”(watch) and “Adidas”(clothing) are made up of three syllables。 while in American and British market, the product was rejected, because its English rendering White Feather does not meet the psychology of the potential customers. In their culture, to show the white feather is a means of insulting, equivalent to abuse the person for being coward. TransliterationTransliteration refers to the way of translating brand names by taking the sounds of words instead of their verbal meanings into account. It is frequently used when the brand names created by culturespecific notions, for these names can hardly find any correspondences in English.（