【正文】 ional EquivalenceA realistic definition of functional equivalence is 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 appreciated it This principle is obviously applicable to brand names translation As far as Chinese brand names are concerned functional equivalence means that the renderings must be able to inform people of the functions characteristics and values of the products as the original brand names do For example 鉆石 watch should be translated into Diamond rather than Zuanshi since Diamond hints to Englishspeaking people the value of this kind of watch as 鉆石does to Chinese people while Zuanshi does not perform this informative function So the renderings should create a sense of beauty either in form or in context to the same or similar extent to the original ones Methods of Brand Names Translation The brand names translation should be based on the characteristics of the goods the pronunciation and meaning of trademark English word formation and the target language s cultural background and so on To design corresponding brand names in some methods then let brand names have an international image The following is summarized three mon translation methodsTransliteration MethodIn the process of brand names translation transliteration is a means that can not be ignored and with a strong universality Transliteration is the way by which the brand is translated according to the pronunciation of the source language The translators pick up words in the target language with the same pronunciation as those in the source language The purpose of such an approach is to ply with the linguistic rules and to convey the source language culture In reallife translating practice Chinese brand names are often transliterated There are two monly used methods of transliteration pure transliteration and pomophonic translation 1Pure transliteration is also known as direct transliteration according to the foreign brand name pronunciation then select the same or the similar pronunciation to bined Chinese words together those phrases often do not have any meaning in Chinese such as Motorola 摩托羅拉 mobile phone Sony 索尼 TV the Kodak 柯達(dá) film Take 鴨鴨 downfilled coat for example Although鴨鴨 has its convenient literal rendering Duck and Duckin English it is transliterated instead into Ya Ya by Chinese pinyin The reason is that Duck or Ducky often suggests something silly and clumsy in English culture while Ya Ya does not arouse negative associations2 Homophonic translation is homophonic words or phrases that aroused Chinese consumers a better association because there are many homonyms in the translation So we can be free to choose a loud sound mood and beautiful words to express For example Arche translated as 雅倩 the Pantene translated as 潘婷 not only retains the original sound of loud syllables while the choice of 倩 婷 performs women beautiful Chinese characters but also highlights the characteristics of cosmetics goods Another typical example is 新科 VCD which is an attractive and wonderful Chinese brand name If we translated it literally into New Technology it would be more a mon phrase than a brand name 新科is actually transliterated into Shinco which sounds alike to 新科 Paraphrase Method Paraphrase is the technique of translating brand names by giving a restatement of the meaning It helps bring out the functions and effects of products clearly so as to impress the receptors and in many cases avoid unfavorable associations which applies to the following types 1 The brand name is animal names that favorite for foreigners For example swan both in the East or the West are the symbol of elegant and beautiful So小天鵝can be directly translated into little Swan 2 Both Eastern and Western cultures have recognized Forever a very appropriate word for a living advertisement for永久 bicycles that made durable to last forever The literal translation is not only retained the former name characteristics but also accurately convey its information and emotion and give rise to good associations Such as Sprite was a childs name originally from Coca Cola promotional advertising then extended to a new brand If you use transliteration its 斯普賴特 you can not clear the product characteristics or use literal translation its 小妖精調(diào)皮鬼 is also wrong According to Hong Kong and Macao lucky psychology take homophonic name 事必利 when the beverage first appeared in the local market However the actual sales are not good Then translated for 雪碧 gives a cool thirstquenching impression to fully express the characteristics of the products the products will be acceptable to consumers finally Another example is shampoo Rejoice the literal translation is 高興 the paraphrase is 飄柔 which means the hair supple and elegant can fully display the goods characteristics and quality but also leave a good psychological aftertaste to the consumer So paraphrase method can well reflect the intention of original trademark and consistent with the logo is one important method of the brand names translationCombined Translation MethodSometimes transliteration and paraphrase are integrated