A Study On Brand Name Translation From The Perspective Of The Functional Equivalence

With the speeding up of economic globalization, a great deal of foreign commodities have swarmed into China and occupied China‘s market. Meanwhile, China has increased its exports to foreign countries. Against such background, competitions in countries and enterprises have become intensified. People come to realize the importance of good brand names in advertising, identifying products, stimulating consumption and booming economy. Thus, the study on brand name translation is of growing significance and the necessity of study on brand name translation is revealed.The study of brand name translation needs the guidance of scientific theory. For this reason, the thesis tries to research brand name translation on the basis of functional equivalence theory. The advantage of functional equivalence theory is that it breaks the limits of traditional translation theory which is text-oriented and regards the relationship of reader and the translated text as the standard for measuring whether the translation is appropriate or not. It is conducive to bringing the creativity of translator into full play and achieving desirable version. The thesis elaborates the characteristics and functions of brand names and the applicability of functional equivalence theory to brand name translation. Furthermore, the thesis discusses four translation strategies of brand name with a deal of instances and how to apply these strategies flexibly to make the target readers‘ responses to the translated versions be equivalent to that of the source readers and finally achieve equivalent translations under the guidance of functional equivalence. Then, through data statistics, the thesis analyzes whether these translation strategies are applied in practice and whether the misuses of these strategies are present. At the same time, through questionnaire survey, the thesis demonstrates the factors which impact the achievement of functional equivalence in brand name translation.This study shows that in order to best fulfill the functions, improve the quality of brand name translation and achieve the ultimate purpose of stimulating consumption, translation strategies should be used flexibly under the guidance of functional equivalence and assisted with data analysis in order to promote the combination of production and research on brand name translation. In a word, this thesis hopes that it can provide certain references for the study on brand name translation through a systematic analysis and convictive data.