1、系（部）：外语系专 业：英语专业班 级：2008级本科1班指导教师：胡德良 完成时间： 2012 年 3 月 On the Translation of English Brand Names from the Prospective of the Functional EquivalenceA Thesis Presented to theFaculty of Foreign Language DepartmentXingtai College in Partial Fulfillment of the Requirements for the Degree Bachelor of Tran
2、slation ByYin HongxiaFebruary，2012AcknowledgementsMy deepest gratitude goes first and foremost to Professor Hu Deliang, my supervisor, for his constant encouragement and guidance. He has walked me through all the stages of the writing of this thesis. Without his consistent and illuminating instructi
3、on, this thesis could not have reached its present form. Second, I would like to express my heartfelt gratitude to Professor Zhang Shaojuan, who led me into the world of literature. I am also greatly indebted to the professors and teachers at the Department of English: Professor Li Hong, Professor C
4、ui Jianming, who have instructed and helped me a lot in the past two years. Last my thanks would go to my beloved family for their loving considerations and great confidence in me all through these years. I also owe my sincere gratitude to my friends and my fellow classmates who gave me their help a
5、nd time in listening to me and helping me work out my problems during the difficult course of the thesis. ContentsAbstract （in Chinese）.Abstract （in English）.Introduction.1I. Theoretical Contents of Functional Equivalence.3 A. Evolution and Development of Functional Equivalence.3 B. Definition and G
6、uiding Significance of Nidas Functional Equivalence.5II. General Introduction of Brand Names.8 A. Definition of Brand Names.8 B. Functions of Brand Names.81. Informative Function.82. Aesthetic Function.93. Vocative Function.10III. Contemporary Ways of Translating Brand Names.12 A. Literal Translatio
7、n.12 B. Liberal Translation.13 C. Transliteration.14 D. Combination of Literal Translation and Transliteration.16Conclusion.18Bibliography.20 摘 要 品牌名称是指品牌中可以用语言称呼的部分，也是区别于其他商品和服务的标志，使消费者易于辨认从而促销商品。随着经济全球化程度日益加深，商品也出现了多元化的发展，数量以及种类大大增加和丰富了，为了与众多商品和服务相区分，并以独特的身份立足于世界市场，品牌名称的翻译就起到了至关重要的作用。英语品牌名称的翻译能够有助
8、于中国消费者更加了解进口商品从而引起消费。品牌名称的翻译是一种具有较高的商业价值的翻译实践，最终目的就是促使目标语的消费者接受该商品，激发其消费欲望从而引起购买行为。所以，品牌名称的翻译与文学翻译或者其他翻译是不同的。 在诸多翻译理论中，尤金奈达的功能对等理论在翻译界颇有盛名，对品牌名称的翻译也具有深刻的指导有意义。本文从奈达的功能对等角度下分析品牌名称翻译的原则、技巧以及具体案例的应用，从而掌握功能对等理论下的品牌名称的翻译，为世界的经济发展作出贡献。关键词：品牌名称；功能对等；消费AbstractBrand name, referring to the vocative part of a
9、 trademark, is a symbol that makes a distinction among the tremendous products and serves, aiming at promoting the commodities. With the development of global economy and the species of commodities being more and more, brand name as an essential component of advertising, play a very important role i
10、n facilitating the products entry into the market. Meanwhile, the translation of English brand names into Chinese is helpful for our Chinese people to know well about the imported products and easy to remember so that Chinese consumers can determine to buy the products.Brand name translation is a ki
11、nd of practical translation with a high commercial value. The ultimate aim of brand name translation is to urge the target language consumes to accept the products, stimulate their purchase desires and induce them to buy the products. Thus, brand name translation is different from literature transla
12、tion or other translation activities. Among so many translation theories, Eugene A. Nidas functional equivalence has a great influence on the field of translation, especially for brand name translation. Recently, the translation of English brand names from the prospective of Nidas functional equival
13、ence is easy to be accepted. This paper will analyze the principles, skills and the application of specific cases from Nidas functional equivalence.Key words: brand name translation; functional equivalence; productsI. Theoretical Contents of Functional Equivalence A. Evolution and Development of Fun
14、ctional Equivalence Nidas functional equivalence theory is quite influential in the field of translation. Of so large number of theories, Nidas theory was introduced into China much earlier and discussed more widely. （Jin Di, 1984; Tan Zaixi,1984,1989; Qiu Maoru, 1984; Dai Canyu, 1987; Zheng Weibo,
15、1987; Li Yunxing, 1988; Lao Long, 1990; Sun Yu, 1994） To some extent, the introduction of Nidas functional equivalence theory to China brings about a new situation of translation especially for brand names. Nidas functional equivalence theory has been called “equivalence theory”, “equivalent effect
16、theory”, or “functional equivalence” in China.The predecessor of “functional equivalence” is a “dynamic equivalence”, which was put forward by Eugene A. Nida in Toward a Science of Translating in 1964. He states in the book that “In such a translation one is not so concerned with matching the recept
17、or language message with the source-language, but with the dynamic relationship, that the relationship between receptor and message should be substantially the same as that which existed between the original receptors and the message” （Nida, 2004:159） It was the first time that the term of “dynamic
18、equivalence” was formally put forward in the field of translation. His principle of “dynamic equivalence” is based on a scientific foundation of information theory, communication theory, semiotics, and so on. He emphasizes on the reconstruction of information not only the adjustment of language stru
19、cture, and the “equivalence” should be standing on the point of meaning and spirit of the original language not only the complete correspondence to the language or language structure. Here, the information is a broad concept, including semantic information, problem information, situational informati
20、on and psychological information. Meanwhile, considering the receptors status, Nida points out that the quality of the translated text should be judged by the receptor-language readers for which the translation serves for them. Actually, Nidas “dynamic equivalence” is from the starting point of the
21、readers of the target language, so the translators are influenced by the differences of the language and culture between two countries inevitably, and as a result, it is difficult to obtain the complete equivalence as Nida says. In a word, “dynamic equivalence” is limited to the different cultural a
22、nd historical backgrounds; therefore the responses between the source language receivers and the target language receivers cannot be thoroughly identical. Yet, since many people misunderstand the term “dynamic”, referring to something which has impact. In the 1980s, Nida further modified and supplem
23、ented to the previous theory to make his theory consummate in order to adapt to the rapid development of translation theory. He changes the term “dynamic equivalence” into “functional equivalence” in From One Language to Another （with De Waard） （1986） He further explains that “equivalence cannot be
24、understood in its mathematical meaning of identity, but only in terms of proximity, i,e. on the basis of degrees of closeness to functional identity” （Nida, 1993:117） Though the terms are different, “dynamic equivalence” and “functional equivalence” are the same in essence, which both “aim at comple
25、te naturalness of expression, and try to relate the receptors to modes of behavior relevant within the context of his own culture; it does not insist that he understand the cultural patterns of the source-language context in order to comprehend the message.” （Nida, 2004:159） Because of historical an
26、d cultural differences, Nida divides the equivalence into two levels, the maximal and minimal equivalence. He defines the maximal and ideal functional equivalence as “The readers of translated text should be able to understand and appreciate it in essentially the same manner as the original readers
27、did” （Nida, 1993:118） For the minimal and realistic functional equivalence, he defines as “The readers of a translated text should be able to comprehend it to the point that they can conceive of how the original readers of the text must have understood and appreciate it.”（Nida, 1993:118） it is almost impossible for the target language readers to understand a translated text exactly as the source language readers do. Because there
