功能对等与商标翻译

Brand name is the result of the development of commodity economy, playing an important role in daily life. With the further opening-up of China and the globalization of international economy, more and more foreign products are coming into China while an increasing number of China-made products are exported to other countries.
Considering the importance and urgent need of the study on brand name translation, this paper focuses on brand name translation, discusses the principles and methods with examples and puts forward some suggestions
This thesis attempts to use Eugene Nida’s functional equivalence theory as the theoretical foundation to probe its feasibility in brand name translation．Unlike the traditional translation theories that mainly stress the correspondence between the source language and target language，Nida’s functional equivalence theory emphasizes the target reader’s response．Nida points out that in order to reach the ideal translation，it’s necessary to find the closest natural equivalence．The receptors of the message in the receptor language should respond to it in substantially the same manner as the receptors did in the source language．Functional equivalence is one of the most suitable translation theories for brand name translation．By analyzing functional equivalence theory, the author tries to solve the problems appearing in the process of brand name translation．
The thesis introduces Nida’s functional equivalence theory, mainly elaborates the core ideas，its influence in China’s translation theory and practice，and its feasibility to brand name translation．In addition，the author also introduces the common knowledge of advertising, including its definition，classification，features and its functions．Through analysis of translation strategies and authentic examples，the author indicates the feasibility and effectiveness of the functional equivalence theory in brand name translation．Finally, the thesis introduces  trademarks and their translation techniques．

Keywords: Brand Name；Brand Name Translation；Functional Equivalence

 
 
                    摘要

商标是商品经济发展的产物。它在社会生活中起着不容忽视的重要作用。随着中国进一步对外开放和经济的全球化，国外企业在华的经济活动也日益增加，大量外国商品涌入国内市场。同时，国内商品也出口到世界各地。
考虑到商标翻译研究的紧迫性和重要性，该论文通过对大量商标的分析，探讨了商标翻译的理论基础及其在实践中的运用，并提出了一些建议。
本文采用尤金·奈达的“功能对等理论”作为支撑，来论述商标翻译。功能对等理论将重点放在读者对译文的反应上，指出要达到理想的翻译，就要找到与原文最切近的自然的对等语，也就是说，译文的读者对译文的反应要与文读者对原文的反应基本一致。通过研究，本文认为功能对等理论是指导商标翻译翻译的最佳理论原则之一。本文的研究目的是通过分析功能对等理论，试图从功能对等的角度来解决商标翻译中遇到的问题。
本文系统全面地介绍了奈达的功能对等理论，以及该理论在商标翻译中的可行性，概述了商标这一常见的概念、功能、特点及分类。本文通过列举多种具体的翻译策略及实例分析来说明功能对等理论在商标翻译中的应用，从而验证其适用性和有效性。最后，本文详细介绍了商标翻译的具体方法。

关键词：商标；商标翻译；功能对等

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