从功能主义目的论角度分析常见英文服装品牌的汉译技巧

随着经济全球化的深入，多边贸易屡见不鲜。尤其在中国加入世界贸易组织之后，包括服装在内的的无数企业都瞄准中国，这个消费潜力巨大的市场。在抢占市场份额过程中，不少企业意识到译名商标是一种没有具体形式的资产。换言之，所谓商战，不仅是商品的竞争，服务的竞争，更是企业形象和精神的竞争。鉴于此，服装品牌名称汉译毫无疑问成为抢占市场的重要步骤。
  说到商标翻译，我们可以很清楚地感受到，这不仅仅是简单的语际翻译，而更应该被视为人类活动的一种具体形式。就像人类其他活动一样，带有其明确的目的。在功能主义理论的中，我们能发现，它也提出这个观点目的决定策略。
  本文从功能主义目的论角度出发，主要分析了英文服装品牌汉译的常见策略，旨在讨论如何完成服装品牌的汉译。根据笔者所做的一份关于50个外国品牌知名度的调查问卷结果，总结出常见品牌翻译策略分别为：直译法，音译法，意译法，及音意结合法。译者可以根据翻译目的的不同选择适合的方法：直译法最大程度地保留原名的意义；音译法提高译文识别度，简化翻译步骤；意译法修饰译文；音译结合法在音译基础上更填美感。当然，每种方法也有其劣势：直译法适用范围小；音译法或许会减少译文的“雅”；意译法可能会使译文失“信”；音译结合法对译者本身素质要求较高。此份调查问卷数据将50种品牌按照其翻译策略的不同分成不同类型，目的在于通过了解每种策略指导下翻译的接受度，来研究常见翻译策略的优势及劣势。用事实证明每种翻译策略的选择需要根据目的，文本及自身条件不同，进行相应的调整。在品牌翻译中，也并没有绝对妥当的策略。
 
关键词：翻译；服装品牌名称；翻译策略；目的论   
An Analysis on the General Techniques of the Clothes Brand Name Translation from English into Chinese in the Light of Skopostheorie
Abstract:The global economy is developing and business is not only one country or culture. Especially, China's accession to WTO, countless clothes corporations take aim to this biggest consuming market.This makes a good translation of brand name becomes, which is observed as intangible assets, more attractive. That is to say,the war has begun on not only quality of goods and attentiveness of service,but also enterprise appearance and spirit. Hence, there is no doubt that translations of brand name is the capital step in the competition of increasing market coverage.
   Speaking of clothing brand translation, we feel clearly that it should be deemed as a concrete act,which  is a very purposeful activity, not just language conversion,，just like the point of view in skopostheorie. Hans Vermeer,Functionalist teleology was raised by him. This theory is a turning point of translation theory,and it has changed the traditional translation in which linguistics dominates and the form of translation play a significant part to the new one in which function and culture become the priority,the purpose leads to translation methods.
  This article discusses the common methods of translation clothing brand. According to a questionnaire the writer conducted about the popularity of 50 clothes brand names,and the conclusion is that the general translation strategies are literal translation, transliteration, free translation and transliteration plus free translation. Each method is picked depending on different skopos: literal translation keeps original meaning; transliteration Is the most widely applicable; free translation embellishes translation version;transliteration plus free translation adds concinnity. Of cause, Each has its disadvantages:literal translation just suits a few brand names;transliteration always makes version less elegant;free translation could lose foreign culture;transliteration plus free translation requires translators to own higher qualities. There is no absolutely a panacea.

Key words: Translation; Clothes Brand Name; Technique; Skopostheorie

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