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【正文】 e always articulated. Brand names with beautiful sound are preferred by consumers as well as brand name designers. For example, “Kodak” (camera) simulates the sound when we push the shutter 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(chéng) ”（ honesty） , “夢(mèng) ”（ dream） , “愛(ài) ”（ love） , “美 ”（ beauty） etc. It is the same case with “淑女屋 ”(apparel), which attracts girls who desire to be gentlewomen. Thesis Chapter 1 Overview of Brand Names 10 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. Thesis Chapter 1 Overview of Brand Names 11 “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. Thesis Chapter 2 Functional Equivalence Theory and Brand Name Translation 12 Chapter 2 Functional Equivalence Theory and Brand Name Translation Functional Equivalence Translation 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 Thesis Chapter 2 Functional Equivalence Theory and Brand Name Translation 13 understood and appreciated the source text。 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。 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。 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, 2021: 7) The majority of consumers are the intended reactors of marketing Thesis Chapter 2 Functional Equivalence Theory and Brand Name Translation 14 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 tr