principles and methods on the translation of brand names from the perspective of functionalist translation theory

Rules and methods on the brand name translation from the perspective of Functionalist Skopos theory

By

Yang Xiongwei

In partial fulfillment of the requirement

For the B. A. degree

Department of English

School of Languages and Cultures

Nanjing University of Information Science amp; Technology

May 30, 2017

Acknowledgements

I would like to take this opportunity to express deepest gratitude to all those who have ever helped me overcome a number of difficulties and discouragements in the process of writing this thesis.

First of all, I want to appreciate my supervisor Ms. Zhang Lan, who provides me with valuable suggestions and great confidence and offers me critical advice and comfortable support in both contents and formats. It has been a great honor and joy to study under her supervision and guidance. What’s more, it is significant for me to benefit from her guidance and diligence which I will cherish in my whole life. Without her insightful opinions, patient direction and explicit instructions, I will find it hard to successfully complete this thesis.

In addition, I would like to express my gratitude to my beloved family for their loving encouragement and great support for many years. I also want to express my genuine gratitude to my friends and my classmates who have kindly provided me assistance and encouragement and have helped me figure out my problems during the difficult course of writing this thesis. Frankly, without their assistance in revising my thesis, it is impossible to complete this thesis.

Last but not the least, I am really grateful to all those who spent their precious time reading my thesis and offered me the warm help to cope with my problems.

Rules and methods on the brand name translation from the perspective of Functionalist Skopos theory

Yang Xiongwei

Department of English

School of Languages and Cultures

Nanjing University of Information Science amp; Technology

Abstract: The quality of the brand name translation, to some degree, determines the success or failure of an enterprise. It represents the image of an enterprise, and a good corporate image is an intangible valuable asset. This thesis first illustrates the connotation of brand names and the importance of the brand name translation. And then combining theory and practice, it tries to sum up the rules and methods which should be adopted in the brand name translation and the problems that need to be focused on from the perspective of Functionalist Skopos theory. It is of a significant reference for enterprises to better interpret and translate brand names.

Key words: brand name translation; Functional Skopos theory; rules and methods of translation

摘要: 商品名的翻译的质量从某种程度上说决定一个企业的成败，它代表着一个企业的形象，而一个好的企业形象是一种无形的宝贵资产。本文首先解释了商品名的内涵和商品名翻译的重要性, 然后试图从功能主义目的论出发，理论结合实际，总结出在商品名翻译中所应该采用的原则和方法以及需要关注的的问题。它对企业更好地阐释和翻译商品名具有重要的借鉴意义。

关键词：商品名翻译；功能主义目的论；翻译的原则和方法

Contents

1. Introduction.............................................................................................................6

1.1 The importance of brand names.................................................................6

1.2 The significance of brand name translation..............................................6

2. Development of Functionalist Skopos theory......................................................7

2.1 Hans. J. Vermeer: Functionalist Skopos Theory.......................................7

2.2 Christiane Nord: Function plus Loyalty Approach..................................8

2.3 The inherent relationship of three general rules of translation...............8

1. The realization of successful brand name translation from the perspective of

Functional Skopos theory...........................................................................................9

3.1 Pragmatism and aesthetics: perfect combination between fidelity rule

and coherence rule............................................................................................10

3.2 Flexibility and uniqueness: fidelity rule subordinating to the coherence

rule.....................................................................................................................11

3.2.1 The choice of the original................................................................11

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