【正文】 ion, 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。 Brand names like “Sony”(electric appliance) and “Kodak”(film) are posed of two syllables。 “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。 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 Empl