摘 要
服装行业一直是我国非常重要的产业，我国是世界最大的服装生产加工大国。随着经济全球化的不断深入与发展，我国服装产品越来越多的进入了国际市场，也面临着激烈的竞争与挑战。为提高我国服装品牌名称的翻译质量，使国内各服装企业走向世界，在国际市场上成功树立自己的品牌，本文依据翻译目的论的基本原则结合品牌名称翻译中需考虑的因素，试探讨国内服装品牌名称的翻译案例，并与国际知名服装品牌进行对比分析，最后提出了提高翻译质量的一些建议与方法。
关键词：服装；品牌名称翻译；目的论
ABSTRACT
Clothing industry is an important part of Chinese industries and China is the biggest producer and processer of clothing in the world. With the development of economic globalization, more and more Chinese clothing products have entered into the international market, facing intensified competition and challenges. In order to improve the translation quality of our clothing’s brand names, to help domestic clothing enterprises reach out to the world and set up their own brand names in the international market successfully, under the guidance of Skopostheorie and its basic rules, this paper tries to analyze some selected cases of domestic clothing’s BNT and compare with some selected cases of famous international clothing’s brand names. Finally, this paper concludes some suggestions and methods to improve the translation quality.
Key words：clothing; brand name translation; skopostheorie
Contents
1．Introduction 1
2. Skopostheorie and achievements and current situation of BNT 2
2.1 Development and basic rules of Skopostheorie 2
2.1.1 Background and development 2
2.1.2 Basic rules 3
2.2 Previous research of BNT 4
3. The factors to be considered in BNT 6
3.1 Culture factors 6
3.2 Consumer psychology 6
3.3 Commercial factors 7
3.4 Legal factors 7
3.5 Globalization background 8
4. Comparative analysis of cases of clothing’s BNT with the guidance of Skopostheorie 9
4.1 Comparative analysis of international and domestic clothing’s BNT 9
4.1.1 Analysis of famous international clothing’s brand names 9
4.1.1.1 Analysis within the categories of product attributes 9
4.1.1.2 Analysis within the categories of consumers 11
4.1.2 Analysis of famous domestic clothing’s BNT 13
4.1.2.1 Analysis within the categories of product attributes 13
4.1.2.2 Analysis within the categories of consumers 15
4.1.3 Comparison of their similarities, differences and gaps 18
4.2 Comparative analysis of domestic clothing’s BNT in different periods 19
4.2.1 The period after opening up before China’s entering the WTO 19
4.2.2 The period after China’s entering the WTO 19
5．Conclusion 21
5.1 Main results of comparison of clothing’s BNT 21
5.2 Suggestions and methods to improve the quality of translation 21
Acknowledgements 22
References 23
