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1、 目的论视角下英文商标汉译研究 摘 要随着经济全球化的发展，越来越多的国际产品进人中国，此时能够正确传达商品优良信息，吸引目标消费者，促发美好联想激发购物欲望，引发购买行为的商标显得颇为重要，因此英语商标汉译越来越成为企业家、相关研究学者的关注对象。本文以翻译目的论原则为理论框架，从商标显著性的角度探讨英汉商标翻译，指出英汉商标翻译宜应注重原语与目的语之间的文化差异并灵活运用各种翻译技巧以达到最佳商业效果。关键词：目的论；商标；英汉翻译AbstractWith the development of economic globalization, more and more internatio
2、nal products are entering China. At this time, it is very important for enterprise to have good Chinese trademark that can correctly convey the information of goods, attract consumers, and promote the consumers purchase desire. Therefore, the translation of English trademarks has become an increasin
3、gly important target for entrepreneurs and related research scholars. This paper takes the skopostheorie as the theoretical framework, and discusses the translation of English trademarks from the perspective of trademark salience. It points out that English-Chinese trademark translation should focus
4、 on the cultural differences between the original language and the target language and translators should use various translation strategies to achieve the best business effect. Keywords: Skopostheorie; Trademark; English-Chinese translationContentsI Introduction 2II Introduction to Trademark 2 2.1
5、Definition of Trademark3 2.2 Functions of Trademark3III An Overview of Skopostheorie 4 3.1 Development of Skopostheorie43.2 Basic Concepts of Skopostheorie5 3.3 Rules of Skopostheorie6IV Literature Review7 4.1 Research at Home7 4.2 Research Abroad8V Analysis of Chinese Translation of Trademark 85.1T
6、he Fulfilled of Skopos85.2 Principles Adopted in Chinese Translation of Trademark115.3 Strategies for Chinese Translation of Trademark14VI Conclusion16References18I IntroductionWith the rapid development of economic globalization, China has introduced a large number of international products and mor
7、e and more English brands have entered China. These brands are not only used to help people distinguish between goods, but also they represent the image, quality, and even directly affect consumers desire to purchase, which in turn affects the development of the company. Therefore, the translation o
8、f trademarks is often both the focus of entrepreneurs and the object of research for relevant scholars. There have been some results in the current study of translation of trademarks, but there is still a need for further research.The fundamental purpose of translating an English trademark into Chin
9、ese is to make Chinese consumers have a good impression of the product and trust the product, as thus they are willing to buy. If its translation does not achieve this goal, no matter how beautiful or special the translation is, it is not a successful trademark translation. Therefore, from the persp
10、ective of Skopostheorie and on the basis of previous studies, this paper tries to put forward the principles and strategies for better translating English brands in order to promote the vigorous development of English brands in the Chinese market.This paper is a skopos-based study of English tradema
11、rk translation into Chinese. The structure of this study is as follows：section one is an introduction to the study of English trademark translation from the perspective of Skopostheorie.Part two introduces the definition of trademark and the function of trademark.Part three is an overview of Skopost
12、heorie, including the development of Skopostheorie and basic concepts of Skopostheorie. Section four is a literature review, including domestic and foreign research status. part five introduces some specific analyses of Skopostheorie-based trademark translation into Chinese. The last is a summary of
13、 the full text.II Introduction to Trademark2.1 Definition of TrademarkTrademarks are the product of modern economy with distinctive features, which are applied by the provider of the service or entrepreneurs on the goods they produce, manufacture, process, select, or distribute, to distinguish goods
14、 or services. including text, graphics, letters, numbers, three-dimensional signs, color combinations and sounds, as well as combinations of these elements. In the commercial field, such text, graphics, letters, numbers, three-dimensional signs and color combinations, as well as combinations of the
15、above elements, can be registered as trademarks. The trademarks approved by the Trademark Office of the State Administration for Industry and Commerce are registered trademarks and are protected by law. Trademarks protect trademark registrants by ensuring that trademark registrants have exclusive rights to identify goods or services, or to license others for remuneration.2.2 Functions of Trademark2.2.1 Distinctive FunctionTrademarks must be different from the total ones in order to stand out from the competition. Nowadays, consumers can choose from a w
