题目（英文） An Analysis of Trademark Translation from the Perspective of Functional Equivalence
题目（中文） 从功能对等理论视角下的商标翻译分析
Abstract
With the acceleration of economic globalization, international trade has become an important driving force to promote the economic development of all countries in the world, while trademark translation plays an important role in the sale of commodities in overseas markets. Trademark translation is a form of cross-cultural communication, involving many factors, such as values, cultural psychology, aesthetic taste, religious customs and so on. Trademark translation is not only a language translation, but also a cultural translation. Only by crossing the cultural barriers of the target language and successfully dealing with the cultural adaptation in cross-cultural communication, can the trademark which meets the aesthetic taste and psychological needs of consumers be translated, so that the brand can obtain cultural identity in the target market, so as to achieve success.
This article consists of five main parts: The First part gives a brief introduction to the research background, purpose and significance. In the second part, this paper briefly introduces the definition of trademark and principles of the “functional equivalence”. The third part introduces research status of trademark translation at home and abroad. The fourth part compares the translation of Chinese and English trademarks, and analyzes and summarizes the similarities and differences. In the fifth part summarizes the overall research.
Keywords: Functional Equivalence; Trademark Translation; Brand Culture
Contents
Abstract I
Contents I
Chapter One Introduction 1
1.1 Research Background 1
1.2 Research Purpose 1
1.3 Research Significance 2
Chapter Two Principles of Trademark Translation 3
2.1 Definition of Functional Equivalence 3
2.2 Basic Principles of Trademark Translation 3
2.2.1 Differentiated Translation 3
2.2.2 Integrated Translation 3
2.2.3 Localized Translation 4
Chapter Three Literature Review 7
3.1 The Studies on Trademark Translation Abroad 7
3.2 The Studies on Trademark Translation Home 7
Chapter Four Comparison Between Chinese and English Brand Names 8
4.1 Similarities Between Chinese and English Brand Names 8
4.2 Differences Between Chinese and English Brand Names 8
Chapter Five Conclusion 10
References 11
Acknowledgement 12
