A Study of Chinese Domestic Apparel Brand Name Translation From the Perspective of Functional Equivalence Theory

Abstract  Globalization has promoted the progress of international trade and enhanced consumers’ brand awareness. More and more domestic products have been exported into other countries. As the considerable part of exported products, apparel is no longer as simple as the primary demand of our daily life. Apparel brand name translation is not purely a matter of finding equivalent expressions in the target language but have magnificent influence of the psychology of clients. Apparel commodity with smooth, resounding and high-content-information brand name will attract more clients and meanwhile foster a fabulous and healthy company image. This thesis serves as a study of Chinese domestic apparel brand name translation from the perspective of functional equivalence theory by E. A. Nida. Deriving inspiration from this theory, the author analyzes the current situation and existing problems of Chinese domestic apparel brand name translation and explores the strategies of that.48186

Keywords: apparel brand name, domestic, functional equivalence, translation, strategy

国产服装品牌商标翻译研究——功能对等视角

摘  要全球化不仅促进了国际贸易的发展，也进一步提高了人们的品牌意识,我国越来越多的国产商品出口海外。服装作为出口商品中十分重要的一部分，已经不再只是人们的生活必需品，而服装品牌商标的翻译也不再只是找到对等的目标语表达方式那么简单。当今，服装品牌商标的翻译对顾客的心理有很大的影响。朗朗上口、内涵丰富的商标翻译不仅能吸引顾客，而且能够树立美好、健康的企业形象。本文基于尤金· A· 奈达的“功能对等理论”对国产服装商标名称英译进行研究,分析了国产服装品牌商标翻译的现状以及存在的问题，并提出了国产服装品牌商标翻译策略。

毕业论文关键词：服装品牌商标，国产，功能对等，翻译，策略

Contents

1. Introduction 1

1.1 Research Background 1

1.2 Research Methodology 1

1.3 Thesis Structure 1

2. Literature Review 2

2.1 Definition of Nida’ s “Functional Equivalence” 2

2.2 The Current Domestic Research of Apparel Brand Name Translation 2

2.3 The Current Foreign Research of Apparel Brand Name Translation 3

2.4 Brand Name Translation from the Functional Equivalence Theory 4

2.5 Summary 4

3. Current Situation and Existing Problems 5

3.1 Meaningless Translation 5

3.1.1 Translating into Pinyin 5

3.1.2 Translating into the Combination of Pinyin and English 5

3.1.3 Controversy of Grammar Mistakes 5

3.2 Summary 6

4. Strategies of Chinese Domestic Apparel Brand Names Translation from the Perspective of Functional Equivalence Theory 6

4.1 Transliteration 6

4.2 Liberal Translation 7

4.3 Creative Translation 8

4.4 Non- Translation 8

5. Conclusion