从目的论角度看商标名的翻译

Contents

Acknowledgements

Abstract(Chinese) (ii)

Abstract(English) (iii)

Chapter One Introduction (1)

1.1The Background of the Study (1)

1.2The Purpose and Significance of the Study (2)

1.3The Methodology of the Study (3)

1.4The Structure of the Thesis (3)

Chapter Two Literature Review (5)

2.1Previous Studies on Trademark Name Translation (5)

2.2A Brief Introduction to Skopostheorie (9)

2.2.1Background and Development of Skopostheorie (9)

2.2.2Key Points in Skopostheorie (12)

2.2.3Three Basic Rules (15)

2.3The Feasibility of Applying Skopostheorie to Trademark Name Translation.17 Chapter Three An Overview of Trademarks and Trademark Names (18)

3.1Definitions of Trademarks and Trademark Names (18)

3.2Functions of Trademarks (18)

3.2.1To Identify Products (19)

3.2.2To Stimulate Consumption (19)

3.2.3To Symbolize the Reputation (20)

3.2.4To Provide Legal Protection (20)

3.3Formation of Trademark Names (21)

3.3.1Trademark Names Formed by Proper Noun (21)

3.3.2Trademark Names Formed by Common Word (22)

3.3.3Trademark Names Formed by Coined Word (22)

Chapter Four The Application of Skopostheorie to Trademark Name Translation (23)

4.1Skopos of Trademark Name Translation (23)

4.2Factors to be Considered in Trademark Name Translation (24)

4.2.1Cultural Factors (24)

4.2.2Consumer Psychology (26)

4.2.3Aesthetic Factors (28)

4.3Translation Principles for Trademark Name Translation Based on

Skopostheorie (29)

4.3.1Readability and Memorability (29)

4.3.2Distinctiveness (31)

4.3.3Informativeness (32)

4.4Main Approaches to Trademark Name Translation under the Guidance of

Skopostheorie (33)

4.4.1Transliteration (34)

4.4.2Literal Translation (36)

4.4.3A Combination of Transliteration and Literal Translation (37)

4.4.4Creative Translation (39)

4.4.5Non-translation (42)

Chapter Five Conclusion (45)

5.1Summary of the Major Findings (45)

5.2The Limitations of the Research (46)

5.3Some Suggestions for Further Studies (47)

Bibliography (48)

Chapter One Introduction

This chapter is the introduction part,in which the background of the study,the purpose and significance of the study,the methodology of the study as well as the structure of the thesis will be talked about.Through this brief introduction,we will have a preliminary understanding of this thesis in general,which will lay a good foundation for the understanding of the following chapters.

1.1The Background of the Study

The highly developed commodity economy gives rise to the birth of the trademark names,which remain an important aspect of today’s economic life.In our daily life,we encounter such a wide variety of trademark names that we are much familiar with them.Admittedly,we will pay attention to the trademark name of the commodity more or less the first sight we see it,and then we decide whether to buy or not.As a distinguishing part of the commodity,a good trademark name will leave us a good impression so as to arouse our desires to buy it.

Trademark name holds a vital position in the commodity promotion,since it embodies the quality and characteristics of the commodity.It plays an important role in the commodity promotion whether the trademark name is good or not.So how can we make a trademark name that has been designed for domestic business suit the global marketplace?The answer is to render the trademark name properly so that it can suit not only the domestic business but also the global marketplace.However,the translation of trademark names does not seem so easy as we presume,because the translation of trademark names is a complex project which involves many factors, such as cultural factors,consumer psychology,aesthetic factors and so on.To translate trademark names from one language to another while maintaining the original style, we have to take many factors into consideration instead of being confined to only finding a counterpart in the target language.Hence,it is significant to carry out a systematic study on the translation of trademark names.