毕业设计（论文）说明书

The Translation of English Brand Name on the Perspective of Skopostheorie

目的论视角下英语商标的翻译

The Translation of English Brand Name on

the Perspective of Skopostheorie

Dai Wei

Under the Supervision of

Zhang Ruisi

Submitted in Partial Fulfillment of the Requirements for the Degree of Bachelor of Arts

School of International Studies Hunan Institute of Technology

June 2015

Contents

Abstract ...................................................................................................... 1 Introduction ............................................................................................... 2 Chapter 1 Introduction to the Skopostheorie ..................................... 3

1.1 The Development Process of Skopostheorie ............................ 3 1.2 Rules of Skopostheorie ............................................................... 5 Chapter 2 Translation of English Brand Names ................................. 8

2.1 Features of English Brand Names ............................................ 8 2.2 The Necessity of English Brand Name Translation ................ 9

2.2.1 Promote Economic and Social Development ............. 10 2.2.2 Strengthen Cultural Communication ......................... 12 2.2.3 Enhance International Competitiveness .................... 13

Chapter 3 The Methods and Principles of English Brand Name

Translation ......................................................................... 14

3.1 The Principles of English Brand Name Translation ............. 15

3.1.1 The Principle of “Do as the Romans do” ................... 16 3.1.2 The Principle of Association ........................................ 17 3.1.3 The Principle of Concision ........................................... 18 3.2 The Methods of English Brand Name Translation ................... 19

3.2.1 Literal Translation ........................................................ 20 3.2.2 Free Translation ............................................................ 21 3.2.3 Transliteration ............................................................... 22 3.2.4 Zero Translation ........................................................... 23

Chapter 4 Some Typical Issues Should Be Noticed in the Process of English Brand Name Translation .................................... 24

4.1 Pay Attention to the Diversity of Culture in Different Countries or Regions ................................................................ 25 4.2 Enhance the Aesthetic Taste .................................................... 26 4.3 Highlight the Product Feature ................................................ 27 Conclusion ............................................................................................... 28 Bibliography ............................................................................................ 29 Acknowledgements ................................................................................. 30