On Functionalist Theory In Brand Name Translation In The Light Of Consumer Psychology

Brand name translation has a long history of being studied; however, with the quick economic development and globalization, the achievements of the previously carried-out research work seems to be not enough to meet the requirements in the new situation. Through the exposition of consumer psychology and introduction of functionalist theory of translation, the thesis intends to find some general principles guiding brand name translation.Sequentially, some basic information, language features, and evaluation criteria of brand name and brand name translation are presented in Chapter I; Chapter II follows with an introduction of consumer and consumer psychology, as well as their influences on brand name translation; in Chapter III, the author further discusses the interactional relationship between brand name translation and consumer psychology; Chapter IV is concerned with different aspects of functionalist theory of translation or the Skopotheorie. and its application to the practice of brand name translation illustrated by real-life examples; Chapter V presents the conclusion that the application of functionalist theory of translation or the Skopotheorie to brand name translation is in accordance with the basic principles of consumer psychology, and that functionalist theory should be a general guidance for brand name translation.