A Study Of Translation Of Brand Names From The Perspective Of Skopostheory

This research topic concerned with translation of brand names is imbued with obvious significance owing to the global economic environmentFirst, this thesis briefly reviews the history of brand name translation, surveys the status quo of relevant researches, and highlights the significance of this study. Next, the thesis overviews the development, principles and application of Skopostheory and makes some comments. Then, it conducts a discussion of brand names, including their definition, composition, and characteristics. Also, it deals with various factors worth considering in the process of translating brand names, including the features of the era, cultural discrepancies, thinking modes, association factors and psychological factors. After that, under the guidance of Skopostheory, the thesis proposes principles for the translation of brand names, i.e. the KISS principle,the principle of identification, the principle of distinctiveness, the principle of culture and that of aesthetics. Finally, the thesis expounds and proves major strategies for the translation of brand names, i.e. transliteration, literal translation, and combination of transliteration with literal translation, liberal or free translation strategy. Quite a number of relevant examples are analyzed. The conclusion emphasizes that a solid grasp of the characteristics of brand names, a basic knowlege of important relevant factors, and a good command of the principles and strategies for translating brand names all contribute to the good quality of translated brand names.It is sincerely hoped that this research will enlighten translators and help improve versions of brand names.