A Probe Into Brand Name Translation From The Perspective Of Functionalist Approaches

With the rapid development of economic globalization, goods circulation has transcended national boundaries. As a result, the translation of brand names is becoming an indispensable part in international economic exchanges. A properly translated brand name plays a crucial role in promoting sales and cultivating foreign markets. Thus, the study of brand name translation is not only necessary but also urgent. Brand name is an economic sign and plays an important role in influencing consumers' psychology and purchasing decision. At the same time, it is also a cultural sign with plentiful cultural connotation. Therefore, the translated brand names should be in conformity with the cultural characteristics of the target culture and the psychology of the consumers.In order to realize the intended purpose of the translated brand names, this thesis approaches brand name translation from the perspective of functionalist approaches to translation. Functionalist approaches regard translating as a purposeful activity and stress that the translated text should be based on the target culture and serve the target audience. Therefore, the translator has the right to choose the most appropriate translating strategies to realize the intended functions of the target text. Functionalist approaches provide a theoretical basis for brand name translation. With the help of numerous real-life examples, the author proves that, under the guidance of functionalist approaches, the rendered versions are in conformity with the cultural characteristics of the target culture, including values, religion and word associations and with consumers' needs, feelings, gender and age. Some basic translation methods are also put forward. Based on the above analysis, this thesis comes to the conclusion that functionalist approaches can be the theoretical guidance for brand name translation.