【正文】 oyed 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。 關(guān)鍵詞：功能對(duì)等；商標(biāo)；翻譯AbstractA brand name is the part of brand that can be vocalized, and the sign of a product. This paper starts with the information of brand names to introduce the definition, characteristics and the functions of brand names. The brand name is a phenomenon of culture. We should pay more attention to the possibility of brand name translation, and take the Nada’s “Functional Equivalence” as a cardinal principle and methods employed in brand name translation，this is a viable way. Brand names possess peculiar cultural characteristics and have intimate relation with culture，then we need analyze the cultural barriers of the brand name translation from different national traits, different customs and habits, different semantic associative. Although there are cultural barriers in the brand name translation, we can still overe them. Translators should use the techniques flexibly so as to overe the cultural barriers in brand name translation and try to translate brand names perfectly. Key words: functional equivalence。盡管在商標(biāo)名稱(chēng)互譯中存在文化障礙，但它們并不是不可以跨越的。商標(biāo)名稱(chēng)是一種文化現(xiàn)象，我們?cè)谏虡?biāo)名稱(chēng)翻譯時(shí)需要注意它的可行性，以奈達(dá)的”功能對(duì)等”理論作為商標(biāo)名稱(chēng)翻譯的基本原則及翻譯的方法，這是一種可行的方法。湖南文理學(xué)院芙蓉學(xué)院本科生畢業(yè)論文 題 目：A Study of Brand Name Translation from the Perspective of Functional Equivalence 功能對(duì)等理論視角下的商標(biāo)翻譯研究 學(xué)生姓名： 羅 菁 學(xué) 號(hào)： 08050426 專(zhuān)業(yè)班級(jí)： 英語(yǔ)0804班 指導(dǎo)教師： 譚照亮 完成時(shí)間： 2012年5月 A STUDY OF BRAND NAME TRNSLATION FROM THE PERSPECTIVE OF FUNCTIONAL EQUIVALENCETHESISSubmitted in partial fulfillment 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(kāi)題報(bào)告書(shū) 題 目： A Study of Brand Name Translation from the Perspective of Functional Equivalence 功能對(duì)等理論視角下的商標(biāo)翻譯研究 學(xué)生姓名： 羅 菁 學(xué) 號(hào)： 08050426 專(zhuān)業(yè)班級(jí)： 英語(yǔ)0804班 指導(dǎo)教師： 譚照亮 2011 年 12 月 8 日摘 要商標(biāo)名稱(chēng)是指商標(biāo)中可以用語(yǔ)言稱(chēng)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(chēng)的相關(guān)知識(shí)入手，介紹了商標(biāo)名稱(chēng)的概念、特征及功能。商標(biāo)名稱(chēng)具有特有的文化特點(diǎn)，與文化有著密切聯(lián)系，我們需要從不同國(guó)家的特性、習(xí)俗和習(xí)慣、語(yǔ)義聯(lián)想等不同角度分析商標(biāo)名稱(chēng)翻譯過(guò)程中的文化障礙。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(duì)等和最佳翻譯效果。 brand name。 it is also employed in a symbolic manner to identify a brand and its cultural origin. Today, wellknown brand names have bee cultural icons, and enjoy powerful advantages in the fierce petition. Brand names, as part of language, reflect the features of a certain nation, including the historical and cultural background, their attitudes towards life, and their life style and thinking pattern.Brand name translation is influenced by cultural elements which differentiate it from general translation. Brand name translation is of significance in the petitive market. Brand names mirror the culture of different countries, so cultural elements must not be ignored in the translating process. At present, with economic development and increasing international contact, the exchanges between different countries bee more and more frequent. And trade surplus bees an important part of our national economy. Proper translation of brand names also bees more and more important so as to promote the sales of goods and cultivate foreign markets. Chapter 1Overview of Brand Names Definition of Brand NamesA brand name refers to a specific name employed by a corporation to identify uniquely a product or its manufacturer, or a service and its provider. （Li Guisheng，1996） It is quite often used interchangeably within “brand name”, although it is more correctly used to specifically denote written or spoken linguistic elements of any product. A legally protected brand name is called a proprietary name. A powerful brand name embodies a unique set of values and hence personality. A successfully designed brand name can bring about enormous value in a real sense, which is invisible wealth of a pany. Therefore, brand name is of more and more importance in “global village” and the right and suitable meaning of a brand can be an enduring advantage. Formation of Brand Names From the perspective of the linguistic structures, brand names can be mainly divided into proper name brand names, the mon word brand names and the coined word brand names.(He Chuansheng,1997) However, there are some similarities and differences in the formation of Chinese and English cosmetic brand names. Proper Names Using a proper name especially a person’s name can create a sense of amicability between the product and the consumers. A good name will inspire the consumers to think about the image under that name. Take some brand names for example, “Charlie” in English has the longstanding image of being a confident but warm little girl。 Shoulders” stresses its function of moistening the hair and making it soft and easy to b. Different from English, Chinese is the ideograph language.