【正文】 er of a camera, while “Pepsi” reminds us of the sudden sound “si” when we open up a bottle of soda drink and “CocaCola” is rhythmic and harmonious, easily pronounced and remembered. Then, form is closely related with psychology, and could arouse consumers’ psychological and visual reaction. A brand name with aesthetic features in form is more outstanding. For instance, “S” reminds people of lady’s curvilinear figure. That’s why many female articles are named with “S” added, such as, “Aeress” (underwear), “Finess” (cosmetics), “Simples” (cosmetics), etc.Last but not least, semantic aesthetics should also be taken into consideration. Favorite Chinese characters in brand names include “誠”（honesty）, “夢(mèng)”（dream）, “愛”（love）, “美”（beauty） etc. It is the same case with “淑女屋”(apparel), which attracts girls who desire to be gentlewomen. Evocative Function A brand name has evocative function, which means the brand names must interest consumers and stimulate them to make a purchase. According to Newmark, a typical example of evocative texts is advertisement. As the essential part of the advertisement, the brand name has the evocative as its basic function, which is based on its informative and aesthetic functions.In order to realize its evocative function, many brand names tend to choose words with favorable meanings. They offer consumers a kind of aesthetic feeling and arouse their purchasing desire. It turns out that brand names with exotic flavor can arouse people’s interest and persuade them to give it a try. For instance, the “Safeguard” (soap) implies that the soap can protect your skin and you more beautiful. And the Chinese brand name “皇冠”(automobile), which means crown, hints 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。本文從商標(biāo)名稱的相關(guān)知識(shí)入手，介紹了商標(biāo)名稱的概念、特征及功能。 it means the science of consumer psychology. It can be defined as “the mental or psychological activities of consumers in their realization, adjustment, and control of purchasing and consuming actions according to their own needs and abilities under the influence of the general social environment of consumption and economy”.(Gu Wenjun, 2002: 7) The majority of consumers are the intended reactors of marketing activities. Brand name translation, an indispensable procurer of such activities, is consumeroriented. Consumers in the target market play the roles as the reader, the addressee, and eventually the reactor of a translated brand name. And the translator of a brand name can be regarded as a targetmarket brand name producer expressing a sourcemarket brand name producer’s intentions. Information about the targettext addressee is of crucial importance for the translator of the brand name, and the goal of sales promotion is to stimulate immediate consumer purchasing. Therefore, the translator should enable a brand name to attract the attention, to arouse the curiosity and interest of the consumers, to satisfy their psychological needs and further stimulate their motives to purchase the particular modity. Cultural FactorsCulture has its certain underlying characteristics which can be associated with brand names. Culture exists to satisfy the needs of the people within a society. It offers order, direction and guidance in all phases of human problem solving by providing “triedandtrue” methods of satisfying physiological, personal, and social needs.（Jiang Lei，2003） For example, culture provides standards and “rules” about when to eat, where to eat, and what is appropriate to eat for breakfast, lunch, dinner, and snacks, and what to present your parent and the aged. Softdrink panies would suggest that the consumers should choose their products containing more vitamins and minerals since health is the first priority in modern society. In china, we used to have porridge or soy bean milk for breakfast. So, the manufacturer would produce the household mixer whose slogan might be “soy bean milk is your best choice”.Besides pany image strategies, many wellknown brands spotlight their cultural conno