A Study On E-C Translation Of Brand Names From The Perspective Of Skopostheorie

With the further deepening of economic globalization,more and more foreign goods enter into the Chinese market,in order to successfully market in,not only the quality should be safe and reliable,but also the brand names should be well translated.A brand name serves as the tool of propaganda and promotion and is the medium conveying information about goods,history and honor of brand,and also the display of corporate image.A creatively translated brand name is conductive to opening the market,increasing brand awareness and brand market share.Therefore,the study on the translation of brand names is of great importance.As an important theory of German functionalism,Skopostheorieconsiders translation as a purposeful action,the intended function or purpose determines the methods adopted in the translation and the addressee is one key factor that determines the function or purpose.Therefore,the target consumers should be taken into consideration in brand nametranslations,including the target consumers' psychology and cultural context.Meanwhile,the translation should also be associated with the practical situation of products,a translated name that is related to the property,characteristics can better realize its function by making the consumers know more information about the products and persuading them to purchase.Focusing on E-C translation of brand names,the author collects a large number of English brand names and analyzes the ways of naming,features and functions,then based on Skopostheorieproposes the two principles of consumer-oriented principle and product-oriented principle.The corresponding translation methodsare image translation,creative translation,the combination of literal translation and transliteration,adapted transliterationand abbreviated transliteration,etc.