Trademark Translation: Renaming On The Basis Of Functional Equivalence

Trademark, as an essential component of advertisement, is a symbol for a certain product and an enterprise as well. It plays an important role in building up a good image of the product and promoting sales. China's entry into WTO and the economic globalization have made foreign products flood into China markets. Meanwhile, Chinese products have met with more opportunities and more powerful international competition than ever. That is why trademark translation studies seem to have been even more popular than before. In recent years, scholars have studied the features of trademarks, and the translation of trademarks from different perspectives, with some constructive ideas and opinions, which contribute a lot to trademark translation studies. Beginning with the nature of trademarks and based on Nida' s functional equivalence theory, this thesis discusses the main characteristics and the basic functions of trademarks, pointing out that trademark translation is renaming on the basis of functional equivalence.The theory of Functional Equivalence is first stated in Nida's book From one Language to Another. In essence, it does not differ from Dynamic Equivalence, which is defined in terms of the degree to which the receptors of the message in the receptor language respond to it in substantially the same manner as the receptors in the source language. Early in 1964, according to the theory that "translating is communicating," Nida proposed two types of equivalence: FORMAL EQUIVALENCE and DYNAMIC EQUIVALENCE. Due to the obscurity of the latter term, he turns to adopt Functional Equivalence, which is less open to misinterpretation, and its use serves the concept of function; that is, to highlight the communicative functions of translating. Functional Equivalence outstands the communicative function of translation as different languages require different expressions, either in pronunciation, grammar, or in the habitual use of the language. But they serve the same or similar functions. It is thus more accurate to reveal the relationship between SL and TL texts. Translation based on Functional Equivalence does not mean translating freely; it demands TTs to reproduce the meaning of the STs in various linguistic structures as much as possible; in other words, to achieve the closest, natural equivalence. And it lays emphasis on the understandability, readability and acceptability of the translation, which is consistent with trademark translation, for the trademark translated is required to be easy to recognize, remernber and also ready to be accepted by target consumers for the sake of sales promotion.This thesis first defines trademark, then discusses the nature and characteristics of trademarks as well as the classification of trademarks. Just like a person's name, a trademark is the name of a product, so the nature of trademarks is the same to that of a person's name; that is, it is a mark or a symbol which can be used to identify a certain product. Second, trademarks have two basic features: one is that they do not have conceptual meanings themselves; the other is that they can arouse favorable associations like a person's name. Or, trademarks will have positive associative meanings, at least, they can not have negative connotations. Trademark words possess such features as easiness, elegance and novelty. Next, trademarks have two basic functions: the symbolic function and the evocative function. To identify the product of a manufacturer and differentiate it from other merchandise of the same kind is the symbolic function. The evocative function means to draw consumers' interest and attract them to make purchases. This function is attainable by means of favorable associations of a trademark. Though consumers take the quality of a product the priority and it is the top quality that attracts them most, trademark plays a vital role too. Consequently, in order to best fulfill the intended functions and promote sales, more often than not, trademark translation is renaming on the basis of functional equivalence. And we can adopt methods like complete renaming and partial renaming. Partial renaming may be subdivided into three aspects: partial renaming with approximation in pronunciation, renaming with approximation in literal meaning as well as renaming with approximation in both pronunciation and literal meaning. Theoretically, there is nothing to prevent all trademarks being translated in the way of complete renaming, and the approximation involved in partial renaming is additional and accidental. When the last two partial renaming methods are used, negative association of the target version should be avoided in order not to destroy the functions of the trademark.In conclusion, we need to take the functions of trademarks into consideration in trademark translation. Trademark translation is renaming on the basis of functional equivalence. Renaming is to fulfill the functions of trademarks much better.