A Study On C-E Translation Of Trademarks-from The Perspective Of Skopostheorie

Commodity circulation is moving towards globalization,which naturally brings trademark internationalization.C-E trademark translation has become an unavoidable and vital link in export and the overseas markets.The methods used mainly including literature analysis,case study and comparative analysis and so on.A flood of literature is collected from authoritative websites,such as CNKI,Weip,Wan Fang,etc..Statistics are collected from shopping malls and websites,such as The World Brand Lab,China Import and Export Fair,General Administration of Customs,Amazon,etc..Mainly taking the trademarks from the lists of "The World’s 500 Most Influential 2021","China’s 500 Most Influential Brands 2022","Top 500 Most Valuable Chinese Brands" and other lists.The collection process mainly focuses on shoes,clothing,food and beveragel,daily necessities,and watches out for the reliability and validity of the trademarks,summarizing the relevant characteristics,methods and the pros and cons,which can provide a supporting basis for selecting translation strategies.Based on Skopostheorie,this thesis analyzes the applicability of Skopostheorie in trademark translation by analyzing the factors that affect trademark translation and the functions of trademarks.Skopostheorie puts emphasis on the effect of the translated text,which is consistent with trademarks’ promotion and publicity functions.Under the guidance of Skopostheorie,translators can use broader ideas and more flexible strategies to higher the translation quality and meet translation effect.