【導(dǎo)讀】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)名稱具有特有的文化特點(diǎn)，與文化有著密切聯(lián)系，我們需。名稱翻譯過程中的文化障礙。但它們并不是不可以跨越的。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。

　　

【正文】 Chapter 2 Functional Equivalence Theory and Brand Name Translation 15 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 connotation. They emphasize what they sell is not a product, but a certain culture, a national spirit. In this regard, “Haier” means aiming higher and being sincere. So, cultural meaning can move from the culturally constituted world to consumer goods and from there to the individual consumer by means of various consumptionrelated vehicles, including brand names of course. Since culture is considered as the totality of beliefs and practices of a society, nothing is more important and effective than language through which the beliefs are expressed and transmitted and by which the cultures are conveyed and transferred. It is believed that where there is language, there is culture hidden behind. Language is a kind of institutional culture in some sense. It is not grasped by individuals but shared by a certain society. It is influenced by certain culture and in turn mirrors the culture. Brand names, as part of language, are of no exception. They are influenced by culture and in turn reflect culture. Therefore, culture has its underlying characteristics which can be associated with brand names. Thesis Chapter 2 Functional Equivalence Theory and Brand Name Translation 16 Aesthetic Factors As has been discussed in the first chapter, brand names possess the aesthetic function. In the process of translation, it is vital to reproduce the original aesthetic features of the brand names to the addressees. Brand name translation is demanded to be practical and aesthetic and translators will not only have to reserve the essence of the original brand name but also conform to the aesthetic psychology of consumers. Xu Yuanchong (2021:73) argues that translation is an art to transfer one language into another. His theory regarding to aesthetics in poetry translation goes like this: “beauty in sound, beauty in form and beauty in image”. Consequently, aesthetic factors should be taken into great account in the translation of brand names. Application of Functional Equivalence in Brand Name Translation As Nida’s functional equivalence the equivalent function indicates, an effective translation version should be able to produce or in other words the most proximal function to both the target and the original receptors. A translator must be clear about the functions of the source language, which is the prerequisite for a translator to achieve functional equivalence. Thus, brand name translation should take the functions of original brand name into full consideration in order to achieve functional Thesis Chapter 2 Functional Equivalence Theory and Brand Name Translation 17 equivalence. Equivalence of Informative Function First of all, brand name translation is usually informative. Equivalence in informative function is required. This requires that the renderings must be able to inform people of the functions, characteristics and values of the products as the original brand names do. To achieve the informative requirement, brand name should contain as much information as possible, readable to give the receptors strong impression. Some kinds of brand names inform the consumers of the basic functions of certain products. An English brand name “Goodyear” (tyre), which consists of “good” and “year” (two mon words), meaning that if you use this tyre you will be smooth and happy through the whole year because the tyre lasts long in use. And the Chinese translation “固特異 ” is as good as the original one. “固 ” implies “l(fā)asting long” and “特異 ”means “extraordinary”. So we can see from the translated name that the life of this tyre will last extraordinarily long. It suggests the function of the tyre. Equivalence of Aesthetic Function The aesthetic function refers to that brand names can provide the audience with aesthetic feeling. No matter how faithful it is to its original in meaning, any slight failure to aesthetic function may render the name to the state of being rejected by consumers. The renderings should create a sense of beauty either in form or in context to the same or similar extent Thesis Chapter 2 Functional Equivalence Theory and Brand Name Translation 18 to the original ones so as to achieve equivalence in aesthetic function. It is of no doubt that a brand name must not only provide information about the product, but also please people and help them to bring aesthetic feeling. Most brand names are carefully selected to perform their aesthetic function, which is mainly realized by creating phoic beauty, semantic beauty and imaginary beauty. “CocaCola” (beverage) is a distinguished example. It is translated to “可口可樂 ” in Chinese. The version not only imitates alliteration like the original one, but also helps to arouse favorable associations of customers and also consider the phoic beauty. Equivalence of Vocative Function Simply speaking, the vocative function means that brand name can arouse people’s interest and persuade them to make purchases. Brand name translation should not only inform people of the value of products, but also cater to the customers’ psychological need to achieve equivalence in vocative function. One example is “Mr. Muscle” (a detergent brand name). If it is translated as “肌肉先生 ”， Chinese people are likely to associate it with a person who merely has a simple brain and strong limbs without intelligence. Of course, such a translat