On the Translation of Luxury Brands from the Perspective of Skopostheorie

On the Translation of Luxury Brands From the Perspective of Skopostheorie

By

Pan Yaqing

Submitted in Partial Fulfillment of the Requirements

For the Degree of Bachelor of Arts

Department of English

School of Languages and Cultures

Nanjing University of Information Science amp; Technology

May 20^th, 2017

Acknowledgements

My deepest gratitude goes first to my supervisor Mr. Xia Yang, who offers me valuable advice in the academic studies. In the preparation of the thesis, he has spent so much time reading through each draft and provided me with inspiring advice. Without his patient instruction, insightful criticism and expert guidance, it is impossible for me to complete this study.

I would also like to express my gratitude to all those who helped me during the progress of preparation and writing of this thesis, especially to my friends who gave me encouragement. Last but not the least, my gratitude also goes to my family who have been helping, supporting and caring for me all of my life.

On the Translation of Luxury Brands From the Perspective of Skopostheorie

Pan Yaqing

Department of English

School of Languages and Cultures

Nanjing University of Information Science amp; Technology

Abstract: Luxury brand translation is an important part of trademark translation,which in turn has a great effect on trademark translation. The purpose of this thesis is to reveal the theory and principles of luxury brand translation, as well as some issues that need attention because of the trademark specificity, so as to make the translation conform to the pragmatic norms and the contexts of the target language. A good translation of trademarks can get acceptance from consumers , achieve its business goals of promoting sales.

The theoretical basis of this thesis was based on skopostheorie theory. This research makes full use of network resources to collect lots of examples, and makes analysis and research by analyzing the examples and then finds the factors affecting the translations of luxury brands as well as gives corresponding translation strategies. This study has some limitations, but it is still of some significance to the practice of trademark translation.

Key words: skopostheorie；luxury brand; translation principles; translation strategies

摘要

奢侈品商标翻译是商标翻译的重要组成部分，并且对商标翻译具有重要影响。本论文旨在揭示奢侈品商标翻译中的理论基础和原则，以及由于商标特殊性而需要注意的问题，以使奢侈品商标的翻译符合目标语的语用规范及语境，从而获得目标语消费者的认同，实现其促进销售的商业目的。

本论文主要以弗米尔的目的论为理论基础，充分利用网络资源来收集大量实例，进而对所收集的相关资料进行对比研究以及分析，从而得出影响奢侈品商标翻译的因素并提出相应的翻译策略。本论文存在一定的局限性，但对商标翻译的实践具有一定指导意义。

关键词: 目的论；奢侈品商标；翻译原则；翻译策略

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contents

1.Introduction 1

1.1 Background and significance of the study 1

1.2 Research purpose 1

2.Literature review 2

2.1 Characteristics of brands 2

2.2 Definition of luxury 2

2.3 Study on the translation of luxury trademarks and skopostheorie 2

3. Theoretical framework 2

3.1 The development of skopostheorie 2

3.2 Principles of skopostheorie 3

3.2.1 Skopos rule 3

3.2.2 Coherence rule 3

3.2.3 Loyalty rule 3

4 The principles and methods of luxury trademark translation under the guidance of the three rules of skopostheorie 4

4.1 Principles of translation 4

4.1.1 Reflect skopos rule - economic efficiency as the fundamental purpose 4

4.1.2 Implement the coherence rule 4

4.1.3 Follow the loyalty rule 6

4.2 Translation methods 6

4.2.1 Transliteration 6

4.2.2 Free translation 7

4.2.3 Omission translation 8

4.2.4 Creative translation 9

5. Factors affecting trademark translation 9

5.1 The language differences 9

5.2 The aesthetic psychological differences 9

5.3 Cultural differences 10

6. The translation strategies 10

6.1 The translation must be easy to read and remember 10

6.2 The translation must meet the consumers’ aesthetic 11

6.3 The translation should conform to the target language culture 12

7.The conclusion 12

7.1 Research achievement 12

7.2 Limitations of the study 13

References 13

1. Introduction

1.1 Background and Significance of the Study

窗体顶端

With the acceleration of the economic globalization, international trade has become an important driving force of the development of the world economy. At the same time, the trademark translation is playing an important role in the sale of goods at home and abroad. If the salers want to win the favor of consumers from different regions in the environment of international market competition, they must attach great importance to trademark translation, which directly influences the sale of goods in the target consumer market . A good trademark translation can attract consumers and stimulate consumers, and it is an important premise for the company to enter the international market smoothly.

The translation of the luxury brand name is not just a simple conversion of the text, but a intercultural communication between different cultures. This is a tough re-creation. To some extent, the success or failure of the luxury brand translation directly affects the benefit of the companies in the overseas market. A good translation can reflect the characteristics of goods, convey commodity information, and stimulate consumers to buy, which will bring huge economic interest, it is the only way to achieve internationalization of enterprises. On the contrary, a failed translation will has a negative impact on the company image or even hinder the development and expansion of its overseas market. So "how to successfully convert its brand name from its own language into Chinese, but also to achieve the purpose of promotion" has become the primary problem of the luxury companies which want to open up the market in China.

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