目的论视角下英语商标的翻译毕业论文
毕业设计（论文）说明书
The Translation of English Brand Name on the Perspective of Skopostheorie
目的论视角下英语商标的翻译
The Translation of English Brand Name on the Perspective of Skopostheorie
Dai Wei
Under the Supervision of
Zhang Ruisi
Submitted in Partial Fulfillment of the
Requirements for the Degree of Bachelor of Arts
School of International Studies
Hunan Institute of Technology
June 2015
Contents Abstract (1)
Introduction (2)
Chapter 1 Introduction to the Skopostheorie (3)
1.1 The Development Process of Skopostheorie (3)
1.2 Rules of Skopostheorie (5)
Chapter 2 Translation of English Brand Names (8)
2.1 Features of English Brand Names (8)
2.2 The Necessity of English Brand Name Translation (9)
2.2.1 Promote Economic and Social Development (10)
2.2.2 Strengthen Cultural Communication (12)
2.2.3 Enhance International Competitiveness (13)
Chapter 3 The Methods and Principles of English Brand Name Translation (14)
3.1 The Principles of English Brand Name Translation (15)
3.1.1 The Principle of “Do as the Romans do” (16)
3.1.2 The Principle of Association (17)
3.1.3 The Principle of Concision (18)
3.2 The Methods of English Brand Name Translation (19)
3.2.1 Literal Translation (20)
3.2.2 Free Translation (21)
3.2.3 Transliteration (22)
3.2.4 Zero Translation (23)
Chapter 4 Some Typical Issues Should Be Noticed in the Process of English Brand Name Translation (24)
4.1 Pay Attention to the Diversity of Culture in Different Countries
or Regions (25)
4.2 Enhance the Aesthetic Taste (26)
4.3 Highlight the Product Feature (27)
Conclusion (28)
Bibliography (29)
Acknowledgements (30)
The Translation of English Brand Name on the Perspective of
Skopostheorie
Dai Wei
Abstract: Brand is a special language symbol; also it is a favorable instrument when enterprises participate in international competitions. A successful propaganda of brand for enterprises has inestimable effects on marching into the international market and achieving sales targets. On the perspective of Skopostheorie which is one of the core theories of German functionalism, combining particular translations of English brand names which used for probing into the principles and methods of the translation of English brand names, this article indicates the practical significant and something should be noticed in the study of the translation of English brand names.
Key words: brand; Skopostheorie; translation; principle and method
摘要：商标是一种特殊的语言符号，是企业参与国际竞争的有力武器，商标的成功宣传对企业开拓国际市场，实现企业销售目标有着无法估量的作用。本文从德国功能派翻译理论核心理论之一的翻译目的论视角下，结合具体商标的翻译来探讨商标翻译的原则和方法，并阐释商标翻译研究的巨大现实意义和一些需要注意的地方。
关键词：商标；目的论；翻译；原则和方法
注：
Introduction
The core concept of Skopostheorie highlights the functionality of the target text in the target culture. Translation strategies and methods must be determined by the intended purpose and the function of the target text. Skopostheorie is function-oriented and focuses on the practicality. Skopos rule is the primary one among Skopos rule, coherence rule and fidelity rule. With the rapid economic growth in China and as a result of the world globalization, the economic activities of enterprises from abroad become more and more frequent. The translation of English brand names becomes particularly important for enterprises to open up overseas markets and build their own brands in the international markets. A splendid brand name is so important for an enterprise to occupy a dominant position in global market competition. Therefore, how to translate the brand names suitably is one of the most important problems in front of the enterprises. To do so, the primary purpose of this paper is to find out the translated strategies and methods on the basis of the feature of English brand names and the theory foundation of Skopostheory.
Skopostheorie is an approach to translation which was developed in Germany in the late 1970s. Emphases of Skopostheorie mainly showed up in three aspects: 1) to explain the nature of translation; 2) to analyze the characters who participate in the process of translation; 3) to put forward the principles of functional translation. The forming and developing process of Skopostheorie experienced three phases. Phases
one, Katharina Reiss brought the function category into the translation criticism for the first time and he made the language function, text type and translation strategy associated with each other, which developed the schemes of translation criticism based on the relation between source text and target text, thus presenting us with an embryo of functionalist approach. The ideal translation keeping in Reiss’s mind is the conceptual content, linguistic form and communication function are equal to the source text. However, in practice, he found that a number of equivalence will never come true, and these exceptions are caused by specific translation brief. So, the translation criticism can’t only rely on the analysis of the source text, but consider whether the target text has its intended effect or not. Phase two, Hans. Vermeer broke through the source-oriented equivalence, on the basis of behavioral theory and regarding Skopos as the first rule in the process of translation, Skopostheorie was created.
Chapter 1 An Introduction to the Skopostheorie
Skopostheorie is an approach to translation which was developed in Germany in the late 1970s.
1.1 The Development Process of Skopostheorie
Skopostheorie is an approach to translation which was developed in Germany in the late 1970s [1]. Emphases of Skopostheorie mainly showed up in three aspects: 1) to explain the nature of translation; 2) to analyze the characters who participate in the process of translation; 3) to put forward the principles of functional translation. The forming and developing process of Skopostheorie experienced three phases. Phases one, Katharina Reiss brought the function category into the translation criticism for the first time and he made the language function, text type and translation strategy associated with each other, which developed the schemes of translation criticism based on the relation between source text and target text, thus presenting us with an embryo of functionalist approach. The ideal translation keeping in Reiss’s mind is the conceptual content, linguistic form and communication function are equal to the source text. However, in practice, he found that a number of equivalence will never come true, and these exceptions are caused by specific translation brief. So, the translation criticism can’t only rely on the analysis of the source text, but consider whether the target text has its intended effect or not. Phase two, Hans. Vermeer broke through the source-oriented equivalence, on the basis of behavioral theory and regarding Skopos as the first rule in the process of translation,
Skopostheorie was created. His book “Framework for a General Translation Theory” becomes the basis of Skopostheorie.
The theory is that the original translation is based on a purpose of which
dominates the most important position.
The Skopos rule thus can be regarded as: the perfect target text should be t
ranslated in a way that enables the text to functions in the specific situation
and with the people who want to use it and precisely in the way they want
it to function.（Fraser, 1996: 20）
Therefore, the realization of translation brief depends on the conditions of target culture rather than source culture. Phase three came up with the theory of translation action reference to the theory of communication and action, and he further developed the functional translation theory that is an interpersonal interaction. This theory is result-oriented and regards translation as the theory impelled by translation brief. Nord made a comprehensive summary about the theory of functional translation theory and continued to improve it. In the process of translation, he systematically explained what outside and inside factors should be noticed when analyze the text and how to work out a practicable translation strategy fit in with the translation brief based on the functions of the original text. And he places the purpose of translation in an important position, “Supposing the purpose of translation is to fulfill some certain functions, any obstacle that prevent the translation to get there is a translated mistake.”(Robertson, 2003: 28)
1.2 Rules of Skopostheorie
The Skopostheorie has three rules. “Skopos rule” as the top-ranking rule for any translation, means that a translational action is determined by its Skopos, or “the end justifies the means”. Vermeer believes that each text is produced for a given purpose and should serve this purpose[2]. Coherence rule and fidelity rule, the former means the target texts must be comprehensible to receivers in target language culture and the communicative situation in which the target texts are to be used, and the target text must be readable and acceptable. The latter means there must be an inter-textual coherence between the source text and the target text. However, the degree and form of the fidelity depend on the aim of the target texts and the translators’ comprehension of the source texts. Loyalty rule mainly reflected in two aspects. The translator has moral obligations to the target text receivers and must explain the reason for what they have done. The other is the translator must be loyal to the original author. Of the three rules, Skopos rule is the predominating rule. Fidelity is considered less important than coherence and both are subordinate to Skopos rules.
Skopostheorie is an approach to translation which was developed in Germany in the late 1970s. Emphases of Skopostheorie mainly showed up in three aspects: 1) to explain the nature of translation; 2) to analyze the characters who participate in the process of translation; 3) to put forward the principles of functional translation. The forming and developing process of Skopostheorie experienced three phases. Phases one, Katharina Reiss brought the function category into the translation criticism for the first time and he made the language function, text type
and translation strategy associated with each other, which developed the schemes of translation criticism based on the relation between source text and target text, thus presenting us with an embryo of functionalist approach. The ideal translation keeping in Reiss’s mind is the conceptual content; linguistic form and communication function are equal to the source text. However, in practice, he found that a number of equivalence will never come true, and these exceptions are caused by specific translation brief. So, the translation criticism can’t only rely on the analysis of the source text, but consider whether the target text has its intended effect or not. Phase two, Hans. Vermeer broke through the source-oriented equivalence, on the basis of behavioral theory and regarding Skopos as the first rule in the process of translation, Skopostheorie was created.
Chapter 2 The Translation of English Brand Names
Brand is the name, graph, design, symbol, or any other feature that identifies one seller’s goods or services distinct from those of other sellers.
2.1 Features of English Brand Names
Brand is the name, graph, design, symbol, or any other feature that identifies one seller’s goods or services distinct from those of other sellers.
A brand is the most valuable fixed asset of a corporation and it has its unique features: 1) English brand names always only use a vocabulary and its letters are in all caps; 2) English brand names conform to the characteristics of their products; 3) English brand names are easy to remember and have their own characteristics; 4) Most of the English brand names have implied intentions and symbolic meanings [3].
2.2 The Necessity of English Brand Name Translation
With the rise of brand economy and the acceleration of economic globalization, the communication among countries is increasingly frequent. Therefore, companies do not limit their ambitions to the domestic markets. They are dedicated to expanding the international market as well. The internationalization of branding is the inevitable result due to the development of economy. However, the original English brand is not the same as it in other countries or regions. Different countries or regions have different customs, cultures and language features, so the translation of the English brand name becomes particular important.
2.2.1 Promote Economic and Social Development
In today’s economic life, brand has the function of market and it is the market element which possesses an independent value. In addition, brand can not only protect and promote production, but also protect and promote assumption. The value of intangible assets carried by a brand is a sort of credit capital of companies. An international well-known brand is nearly the most important part for a company to accelerate transformation, to promote the operation model and market operation of companies, and to improve the level of economic market. The development of social economy will be healthier and faster.
2.2.2 Strengthen Cultural Communication
With the deepening of economic globalization, the process of internationalization of enterprises is being accelerated; especially the increasing of global trade, the cultural communication among different countries has a further development. However, people from different cultures found that it is hard to communicate with each other not only due to the language barrier but also affected by cultural styles. Therefore, it is difficult for a company to design a suitable brand. For customers, the first thing they come into contact with is the brand. So the most important thing for companies before their products enter into other countries or regions is to choose a suitable brand that can help their companies get through international market smoothly, gain market share and promote enterprise competitiveness. As a result, it is unavoidable to meet different cultures, histories, customs, languages and taboos, which will meet conflict and blend together. Skopostheorie is an approach to translation which was developed in Germany in the late 1970s. Emphases of
Skopostheorie mainly showed up in three aspects: 1) to explain the nature of translation; 2) to analyze the characters who participate in the process of translation; 3) to put forward the principles of functional translation. The forming and developing process of Skopostheorie experienced three phases. Phases one, Katharina Reiss brought the function category into the translation criticism for the first time and he made the language function, text type and translation strategy associated with each other, which developed the schemes of translation criticism based on the relation between source text and target text, thus presenting us with an embryo of functionalist approach. The ideal translation keeping in Reiss’s mind is the conceptual content; linguistic form and communication function are equal to the source text. However, in practice, he found that a number of equivalence will never come true, and these exceptions are caused by specific translation brief. So, the translation criticism can’t only rely on the analysis of the source text, but consider whether the target text has its intended effect or not. Phase two, Hans. Vermeer broke through the source-oriented equivalence, on the basis of behavioral theory and regarding Skopos as the first rule in the process of translation, Skopostheorie was created.
2.2.3 Enhance International Competitiveness
Brand with high popularity and good reputation is an important instrument for enterprises, regions, even countries to gain a competitive status in international market. For enterprises, reputation and popularity have impact on the price of similar products and attraction to customers. For regions, the strength of regional economic competitiveness is determined by the development degree of brand economy, the quantity of
brand with high popularity and good reputation and the influence of a distinctive brand cluster. For countries, self-brand is an important instrument to occupy the commanding heights of international market and to participate in the competition in overall national strength. Brands are used by market subjects to increase the intangible assets of brands. Enterprise is trying to create the best international well-known brands after sustainable developing combined with capital, knowledge and information. In addition, developing branding management can promote the development of brand economy. There are several ways to expand the market share of products and improving the level of marketization and international competitiveness. 1) carrying out the brand strategy; 2) taking action on several innovations like system, technology, management and culture; 3) increasing the brand’s added value of products. Skopostheorie is an approach to translation which was developed in Germany in the late 1970s. Emphases of Skopostheorie mainly showed up in three aspects: 1) to explain the nature of translation;
2) to analyze the characters who participate in the process of translation;
3) to put forward the principles of functional translation. The forming and developing process of Skopostheorie experienced three phases. Phases one, Katharina Reiss brought the function category into the translation criticism for the first time and he made the language function, text type and translation strategy associated with each other, which developed the schemes of translation criticism based on the relation between source text and target text, thus presenting us with an embryo of functionalist approach. The ideal translation keeping in Reiss’s mind is the conceptual content, linguistic form and communication function are equal to the
source text. However, in practice, he found that a number of equivalence will never come true, and these exceptions are caused by specific translation brief.
So, the translation criticism can’t only rely on the analysis of the source text, but consider whether the target text has its intended effect or not. Phase two, Hans. Vermeer broke through the source-oriented equivalence, on the basis of behavioral theory and regarding Skopos as the first rule in the process of translation, Skopostheorie was created. Skopostheorie is an approach to translation which was developed in Germany in the late 1970s. Emphases of Skopostheorie mainly showed up in three aspects: 1) to explain the nature of translation; 2) to analyze the characters who participate in the process of translation; 3) to put forward the principles of functional translation. The forming and developing process of Skopostheorie experienced three phases. Phases one, Katharina Reiss brought the function category into the translation criticism for the first time and he made the language function, text type and translation strategy associated with each other, which developed the schemes of translation criticism based on the relation between source text and target text, thus presenting us with an embryo of functionalist approach.
The ideal translation keeping in Reiss’s mind is the conceptual content; linguistic form and communication function are equal to the source text. However, in practice, he found that a number of equivalence will never come true, and these exceptions are caused by specific translation brief. So, the translation criticism can’t only rely on the analysis of the source text, but consider whether the target text has its
intended effect or not. Phase two, Hans. Vermeer broke through the source-oriented equivalence, on the basis of behavioral theory and regarding Skopos as the first rule in the process of translation, Skopostheorie was created.
Chapter 3 The Methods and Principles of English Brand Name
Translation
With the globalization of economy, the international trade is becoming a very critical power for promoting the economic development of the whole world. The translation of English brand names becomes more and more important. However, there still exist some problems. On one hand, the method of translation is a pretty complex subject in itself. On the other hand, there are some factors that have a direct influence on the results of the translation. Therefore, during the process of translation, the translation methods should be chosen carefully and flexibly. What’more, there are three key principles deserve your attention.
3.1 The Principles of English Brand Name Translation
The famous translation principle “faithfulness, expressiveness and elegance”put forward by Yan Fu is always considered as the only one standard that all translators must obey. Indeed, it is the basic rule for all kinds of translations, including brand name translation. But different problems have different solutions. Change is the only changeless thing. So, in the process of brand name translation, there are three fresh critical principles on the perspective of the English brand name translation.
3.1.1 The Principle of “Do as the Romans do”
The principle mainly lies in two aspects: language environment and language characteristics. Language is a social phenomenon, also is a sort of social activity. Language can’t be used without a certain context just as plants can’t survive without air and water. In order to translate English
brand names successfully, it is far not enough to know the knowledge of the target language in pronunciation, vocabulary, grammar, etc. To master the meaning and construction of words as much as possible is also very important. What is more important is that translators should consider the environmental factors of the target language, especially the context of national culture. Moreover, the translators should be proficient in understanding and using the target language in a certain context. Language is a symbol system reflecting the specific national culture and an expression reflects subjective and objective world of the culture. Brand name is a special symbol which holds the specific linguistic and cultural information of the source language. When commodities are carried into the foreigner land, what causes the barriers and conflicts among different countries or regions is not the language itself but the brand name, which is used to transmit linguistic and cultural information. Therefore, the translation of English brand names must take the language environment and cultural factors into account. It is necessary for translators to know the characteristics of the target language. For most of the foreigners who study Chinese, even the Chinese themselves, it is really difficult for them to really master Chinese language and culture which are profound and various. People usually connect the words they just saw with some certain meanings consciously. So, learning more about the local history, culture, custom and taboo is a crucial requirement for successful English translated brand name.
As we know, “Coca Cola”is no doubt one of the most successful brand names in China market, which contributes a lot to its successful Chinese version “可口可乐”. When the brand Coca Cola first comes into
insight in China, the translated name of Coca Cola is “蝌蚪嚼腊”，which is very wired and hard to pronounce. Moreover, the word “腊” naturally gives consumers a sense of tastelessness. It caused a very bad sales performance. The sales situation becomes better because of the new brand version “可口可乐”, which is created by Prof. Jiang Yi. In China, “可口”means tasty and palatable, “可乐”delivers a sense of happiness. This wonderful brand name not only provides national information of the commodity to consumers, but also caters to the consumers’ psychological needs of safe, happiness and luck. As a result, the company Coca Cola has a tremendous success in the Chinese market.
3.1.2 The Principle of Association
A successful brand name should have the function to give people a beautiful association and a vivid feeling which is based on the connection between brand names and the factors like culture, language, pronunciation, etc. Abundant association is a critical requirement for a brand name to attract customers’attention and interest successful. On account of the discrepancy of language and culture between English and Chinese, alternative methods are needed in most cases and the word should be chose on the basis of the local practical situation in order to achieve optimal relevance of the translation.
Safeguard is one of the best-known brands which are subordinate to the famous American company P&G. The Chinese version of Safeguard is “舒肤佳”. Safeguard soap is a sort of hygiene product that can sweep away and effectively restrain the bacteria on the surface of the skin. The literal translation of Safeguard is “安全卫士”. As a sort of daily consumable, the version “安全卫士” can’t avoid giving consumers a stiff