Brand Name Translation Of Foods And Drinks From The Functionalist Persperctive

In the circumstances of market economy currently, brand plays an essential rolein marketing. Brand name, one of the key factors constituting a brand, receives greatattention. With the acceleration of globalization, people are increasingly aware of theimportance of brand name translation. Based on the theoretical foundation ofFunctionalist theory, this thesis studies functionalist approaches to brand nametranslation of foods and drinks.Skopos theory, the key theory in Functionalist theory, regards Skopos rule aspriority in translation. This thesis finds out that food and drink brand names havereferential, expressive and appellative functions and translators should take consumerpsychology, aesthetics and cultural factors into consideration. Through case studies,the thesis summarizes six approaches, namely, transliteration, literal translation,combination of transliteration and literal translation, adaptation, zero translation andimage translation.Several problems of brand name translation of foods and drinks in practice arepointed out in this thesis and suggestions are given, hopefully to serve as a guide totranslation practice.