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1、摘 要服装行业一直是我国非常重要的产业，我国是世界最大的服装生产加工大国。随着经济全球化的不断深入与发展，我国服装产品越来越多的进入了国际市场，也面临着激烈的竞争与挑战。为提高我国服装品牌名称的翻译质量，使国内各服装企业走向世界，在国际市场上成功树立自己的品牌，本文依据翻译目的论的基本原则结合品牌名称翻译中需考虑的因素，试探讨国内服装品牌名称的翻译案例，并与国际知名服装品牌进行对比分析，最后提出了提高翻译质量的一些建议与方法。 关键词：服装；品牌名称翻译；目的论 ABSTRACTClothing industry is an important part of Chinese industri
2、es and China is the biggest producer and processer of clothing in the world. With the development of economic globalization, more and more Chinese clothing products have entered into the international market, facing intensified competition and challenges. In order to improve the translation quality
3、of our clothings brand names, to help domestic clothing enterprises reach out to the world and set up their own brand names in the international market successfully, under the guidance of Skopostheorie and its basic rules, this paper tries to analyze some selected cases of domestic clothings BNT and
4、 compare with some selected cases of famous international clothings brand names. Finally, this paper concludes some suggestions and methods to improve the translation quality. Key words：clothing; brand name translation; skopostheorie Contents1Introduction12. Skopostheorie and achievements and curren
5、t situation of BNT22.1 Development and basic rules of Skopostheorie22.1.1 Background and development22.1.2 Basic rules32.2 Previous research of BNT43. The factors to be considered in BNT63.1 Culture factors63.2 Consumer psychology63.3 Commercial factors73.4 Legal factors73.5 Globalization background
6、84. Comparative analysis of cases of clothings BNT with the guidance of Skopostheorie94.1 Comparative analysis of international and domestic clothings BNT94.1.1 Analysis of famous international clothings brand names94.1.1.1 Analysis within the categories of product attributes94.1.1.2 Analysis within
7、 the categories of consumers114.1.2 Analysis of famous domestic clothings BNT134.1.2.1 Analysis within the categories of product attributes134.1.2.2 Analysis within the categories of consumers154.1.3 Comparison of their similarities, differences and gaps184.2 Comparative analysis of domestic clothin
8、gs BNT in different periods194.2.1 The period after opening up before Chinas entering the WTO194.2.2 The period after Chinas entering the WTO195Conclusion215.1 Main results of comparison of clothings BNT215.2 Suggestions and methods to improve the quality of translation21Acknowledgements22References
9、231IntroductionBrand is an abstract concept which consists of several elements. In general, brand is regarded as a remarkable sign used by commodity producers and operators, for consumers to differentiate the source of commodities 11.Brand has several basic functions such as: distinctive function, n
10、amely brand can distinguish and individuate a product and a company from others; legal protection, namely brand can protect the rights and interests of a company; quality assurance, as consumers tend to relate the quality of a good to its brand, a reputed brand can always convince its consumers that
11、 the good is of assured good quality; establishing enterprise image, namely a famous brand can help to establish good enterprise image to make the enterprise more competitive among others. It is a precious intangible asset of an enterprise and an inexhaustible resource of property which plays an imp
12、ortant role in marketing activity.A brand name is an indispensable element of a brand which can create identities and is of significant value for the whole enterprise in the competitive global market. A well translated brand name can reflect brand image and convey product information while a not pro
13、perly translated brand name can cause a great loss both of money and reputation to the enterprise. After Chinas reform and opening up, the economy develops rapidly and China has also entered the WTO, numerous Chinese products have come into the world market. In order to establish a successful intern
14、ational brand, an excellent brand name and a good translation should be taken as the first and foremost matter because a well translated brand name contributes to the good reputation of a company and its products.Nowadays Chinese Clothing industry has become an important part of the international cl
15、othing industry. In order to improve their competitive strength, many foreign trade enterprises of clothing have attached great importance to brand strategy in order to set up their own brand image in the world market. As a kind of necessary daily commodity, the significance of clothings BNT deserves our special attention. This paper will explore the translation of clothings brand names by analyzing a number of translation cases and try to find out some methods to improve translation quality with the guidance of Skopostheorie. 2. Skopostheorie and achievements and current s
