brand name论文Functional Equivalence in the Translation of Brand Names.doc

brand name论文：Functional Equivalence in the Translation of Brand Names 摘要：we can know the translation of the brand names convey much knowledge and information during communication. under the guidance of nida’s theory “functional equivalence”, the translated brand names should convey the combination of sound, meaning, culture and other factors. 关键词：brand name；the translated brand name；functional equivalence；translation we all notice the brand names in our daily life, with its english version which have the simple language styles and always have the only form of only one word or phrase. brand names can help publicize and sell goods in different effects. meanwhile it is commanded that this kind of translation is closely related to the translation theory, with the purpose that the translation in the target language has the similar function and effect with the original text. 1 the theory of functional equivalence eugene a nida is one of initiators about the functional theory. his main contribution is his well-known “functional equivalence” theory. he raised the definition of “dynamic relationship”: in such a translation one is not so concerned with matching the receptor—language message with the source language message, 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.[1](nida, towards a science of translation,159). this theory is showed clearly in language and culture that “a minimal, realistic definition of functional equivalence could be stated 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 appreciated it”[3](nida, language and culture, 87). 2 translation methods 2.1 transliteration transliteration is the translation method that is based on the original pronunciation of the trademark and used the same or simila