从系统功能理论谈公示语翻译与商标翻译的异同

学术研讨Academic research■ 邓娜从“功能对等”翻译理论看商标的翻译摘要：随着全球化的整体到来，国与国之前的商贸往来空前繁盛，各个国家的商品都走向国际，商标作为其商品的标志，企业的象征，企业的外包装，更是作为产品给人的第一印象出现在消费者的眼前，如何使它国的消费者接受并且成为开拓国际市场成功的第一步，所以其翻译变得尤为重要。

纵观国内外商标翻译的各种成功案例，“功能对等”翻译理论对其具有一定的指导意义。

本文将从功能对等的词汇对等、文化对等、目的对等这三项翻译原则来分析功能对等对商标翻译的指导作用。

关键词：“功能对等”；商标；翻译商标是商品或者企业将本身宣传给消费者一个重要的外包装。

这在商品销售过程中十分重要，一个释义贴近企业，能完美展示企业文化，特征及其精神的商标是尤为重要的。

而在跨文化，跨国交流传播时，企业或产品的商标如何在不损失原文含义，又能受众接受并熟记的商标翻译则更加重要。

为达到给予不同语言的消费者以源语言消费者一样的体验与感受，达到目的对等的要求，“功能对等”理论，又名“动态对等”理论，则能给予最全面、最科学的理论指导作用。

1商标翻译困难成因1.1文化差异在不同的国家，文化差异不仅存在历史层面，以及人们接受特定事物的观念，还表现在思维方式和沟通方法上。

Culture这个词来源于拉丁语，原意是“培养，栽培”的意思。

文化像个洋葱，有多层的皮，每个层面都包含一个关于你的标签，例如教育背景、肤色、生于何年代，学的是什么科学，兴趣是什么等，这些都组成了一个个体。

而一个包含这样的团体，与另外一个团体之间又有更多地差异。

文化也像一座冰山，水上的部分是可以观察到的部分，也是容易通过模仿而学习到的部分：饮食习惯，穿着，建筑，音乐，问候方式，语言等、但水下的部分是隐藏着的，却是巨大的：包括价值观，态度和信仰。

例如一个西方人到日本生活，学会日本人鞠躬很容易，但是要学会见不同的人鞠不同的度数的躬就很难。

从功能理论看汉语商标翻译的原则与方法从功能理论看汉语商标翻译的原则与方法王晶波（大庆师范学院外国语学院，黑龙江大庆163712）[摘要]从语言上看，商标的翻译是一种极为复杂的语际符号转换活动，是一种跨文化交际形式。

商标的翻译不必拘泥于语言层面的对应，而应力求功能相似，效果相近。

商标的翻译一般可以采用音译，直译，音意结合的方法。

只有充分考虑到文化背景的差异，注意商标的特点，遵循商标翻译的原则与方法，才能使汉语商标为西方的消费者所接受，使其产生美好联想，激发购买欲望。

[关键词]商标翻译；功能理论；汉语商标；翻译原则及技巧[中图分类号]G622[文献标识码]B[收稿日期]2011-07-06[作者简介]王晶波(1972-)，女，黑龙江五常人，大庆师范学院外国语学院副教授，硕士。

研究方向：翻译、英语教育。

第2011年第8期（总第379期）商业经济SHANGYE JINGJINo.8，2011Total No.379[文章编号]1009-6043（2011）8-0094-02随着世界经济全球化的发展，以及中国制造业的崛起，很多中国制造的产品出口到国外。

商标，作为消费者第一眼接触的广告要素，其翻译的好坏会直接影响商品的销售，因而商标翻译被看成是商品推销的重要策略之一。

成功的商标翻译应该以吸引消费者为目的，激发消费者的购买欲望。

很多语言学理论被应用到商标翻译中，其中功能理论就是成功指引商标翻译的一个流派。

一、功能翻译理论从20世纪70年代以来，德国出现了以莱思，弗米尔和诺德为代表人物的功能派。

莱思(K.Reiss)翻译功能理论的创始人。

她主张人们应该从语篇的角度研究翻译，语篇的功能就是传意、表情和呼唤，而翻译的原则和标准应该以语篇功能来划分。

其学生弗米尔(J.Vermeer)在此理论基础上提出了目的论。

他认为翻译过程中的问题并不能都从语言学的角度解决。

他主张翻译的策略和方法必须由译文的预期目的或功能决定，目的的原则是翻译的最高法则，任何一项翻译活动都必须服务于目的。

从功能翻译理论分析化妆品商标翻译一、概述在全球化的今天，化妆品行业已经不再是单一的市场，而是跨越国界，融入了全球经济的大家庭。

在这样的背景下，化妆品商标的翻译显得尤为重要。

商标不仅是产品的标识，更是品牌形象的体现，其翻译不仅要传达原商标的含义，还要符合目标市场的文化习惯，以引起消费者的共鸣。

功能翻译理论为化妆品商标的翻译提供了有力的理论支持。

该理论强调翻译的目的和功能，认为翻译应以实现译文在目标语境中的预期功能为首要原则。

本文将从功能翻译理论的角度出发，探讨化妆品商标翻译的原则、策略和方法，以期为提高化妆品商标的翻译质量提供理论支持和实践指导。

1. 简述化妆品商标翻译的重要性化妆品商标翻译的重要性不容忽视，它是连接国内外市场的桥梁，直接影响着品牌形象的塑造和市场竞争力。

一个恰当的商标翻译，不仅能准确传达产品的核心价值和特点，还能激发消费者的购买欲望，提升品牌知名度。

反之，如果翻译不当，可能会导致误解、歧义，甚至损害品牌形象，影响产品的销售。

化妆品商标翻译是一项既具有挑战性又充满机遇的任务。

翻译者需要在深入理解源语言和目标语言文化的基础上，运用专业的翻译技巧和策略，确保商标译名既准确传达了原意，又符合目标市场的审美和习惯。

只有才能确保化妆品商标翻译在品牌国际化、形象塑造和市场推广等方面发挥最大的作用。

2. 功能翻译理论的基本概念和特点功能翻译理论，作为一种翻译理论框架，其核心概念在于强调翻译的目的和功能，而非仅仅追求文本的对等。

该理论认为，翻译是一种有目的的交际行为，其首要原则是“目的法则”，即翻译应服务于翻译行为所要达到的目的。

在这一理论框架内，翻译不再被视为简单的语言转换，而是跨文化、跨语言的交际活动。

功能翻译理论的特点之一是其灵活性。

它不再局限于传统的对等理论，而是允许译者在翻译过程中根据目标文本的预期功能进行调整和创新。

这种灵活性使得翻译更加适应不同的文化和社会背景，确保信息在传递过程中不失真。

从功能主义翻译理论角度看商标翻译摘要：商标是产品的一种标志，用于区别不同产品的定位。

在海外开拓新市场时，商标翻译是否符合目标消费者的需求，能否适应目的语文化是非常关键的问题。

德国功能主义翻译理论摆脱了对等理论的束缚，以文本功能、翻译行为及翻译目的为研究重点，为商标翻译提供了一个新视角。

在该翻译理论的指导下，为了使商标译名能够发挥原商标同等的效果，在翻译商标时，可采用音译、意译、音意结合及创造性翻译等不同的翻译策略和方法。

关键词：功能主义翻译理论；商标翻译；翻译策略中图分类号：h059 文献标识码：a文章编号：1009-0118（2012）07-0267-02一、引言商标是商品生产者或经营者为使自己生产、销售的商品区别于其他商品而使用的一种标志，除具有识别产品、提供产品信息的功能外，还承载着广告宣传的作用，其目的在于刺激消费者的购买行为（朱亚军，2003：31）。

随着全球化进程的加快，国外许多商标涌入了中国，而中国不少的驰名商标也走向了世界。

因此，为了能在国际市场上占有一席之地，就需要好的商标翻译，即能够迎合不同消费者心理并能激发其购买欲望的译标。

商标的翻译不仅涉及两种语言的差异，而且涉及不同民族文化和地域文化背景下人们的知识结构、消费心理、文化风俗及审美价值等的差异。

但是，传统翻译理论把“忠实”或“对等”看作衡量译文质量的绝对标准，与翻译实践脱节，缺乏实际指导作用。

德国功能主义翻译理论摆脱了对等理论的束缚，以文本功能、翻译行为和目的法则为主要研究对象，拓宽了翻译研究的视野，为翻译活动的诠释提供了新视角。

本文将讨论在功能主义翻译理论的指导下，商标翻译这一具体的翻译行为可采取的具体翻译策略和方法。

二、功能主义翻译理论的形成及重要思想现代功能主义翻译理论基本以德国功能翻译学派为主流，其先导人物是赖斯，她在1971年出版的《翻译批评的可能性与限制》一书中提出功能派思想的雏形。

在认同以原作为中心的等值论的同时，她在实践中发现有些等值是不可能实现的，而且有些等值是不应追求的。

浅谈商标翻译与“功能对等”商标翻译是一种特殊文体的翻译,在全球经济一体化的情况下有着特殊的意义.“功能对等”理论对英汉商标互译对其有积极指导意义。

标签：商标翻译功能对比音意融合拼缀创新商标是一种特殊的语言符号。

商标的命名的目的不仅仅是执行语言符号的指谓功能，更重要的是诱导译语潜在消费者购买译名符号所指的商品。

实践证明，商标翻译的特点之一是如何激发顾客的共鸣，得到消费者的认同，并为新兴市场的开拓提供有利条件。

而能够用来有效指导商标翻译的是“功能对等”原则。

一、商标翻译特点与“功能对等”原则商标名是凝聚命名者旨趣的广告语，根据美国广告大亨 E.S.鲁易斯（E.S.Lewis）的AIDA原则，一个成功的广告应具备以下四点：attention(诱人注意)，interest(引起兴趣)，desire(刺激欲望)，令人行动(action)，它必须明确、清楚和一目了然，便于记忆。

商标词还应具备一定思想性和内涵，具有象征意义，易使人产生联想，更能激起人们的兴趣，加深人们对商品的印象，最大限度地满足潜在消费者的兴趣和欲望。

因此，商标名的翻译不应以“忠实原文”为准则。

在众多的翻译理论中，以美国著名翻译理论家尤金.奈达（Eugene Nida）为代表的“功能对等”原则（Functional Equivalence）可以作为指导商标翻译的重要理论依据。

需要指出的是：“功能对等”原则有“理想标准（ideal）”或“最高标准（maximal）”和“现实标准（realistic）”或“最低标准（minimal）”之分。

理想标准要求译作对目的语读者产生的效果与原作对源语读者产生的效果完全一致。

现实标准要求译作对目的语读者产生的效果是：有可能自己体会到原作对源语读者必定会产生的怎样的效果。

由于“理想标准”是分厂苛刻的，因此，本文讨论的“功能对等”原则指的是“现实标准”，即能否通过译文（商标）在读者（潜在消费者）心目中产生与原文读者（源语消费者）相同或类似的概念或形象。

从功能翻译理论的视角探讨商标名称翻译杨东芳,张　君(安徽工业大学外国语学院,安徽马鞍山243002) 摘　要:功能翻译理论为商标名称翻译研究开辟了一个新的视角。

商标名称翻译应根据商标名称的文本类型、语言特点等,找出商标翻译最佳的翻译方法,如音译、意译、音意结合等,以提高品牌名称翻译的质量,实现译名的规范化,增强译名的可读性。

关键词:功能翻译理论;商标名称;翻译原则;翻译方法 中图分类号:H315.9 文献标识码:A 文章编号:167129247(2009)022*******On the T ranslation of B rand N ames from the P erspective of Functionalist T ranslation TheoryYANGDong 2fang,ZH ANG Ju n(School of Foreign Languages ,A HU T ,Ma ’anshan 243002,Anhui ,China ) Abstract :Functionalist translation theory provides a new angle for translation theory research.The translation of brand names should be done according to the text type and its linguistic features to find better translation methods ,such as trans 2literation ,free translation and the combination of both ,so as to promote the quality of translation and readability of brand names. K ey w ords :functionalist translation theory ;brand names ;translation principle ;translation methods 商标名称的翻译并非语言之间的简单转换,它涉及到语言、文化、市场策略、消费心理、文本类型等各个方面,具有自己的内在特点与要求。

广西师范大学硕士学位论文从功能对等的角度论英汉商标翻译姓名：郑畅申请学位级别：硕士专业：英语语言文学指导教师：周良仁20060401从功能对等的角度论英汉商标翻译2003级英语语言文学专业硕士研究生:郑畅导师:周良仁教授中文摘要商标是商品经济发展的产物。

它在社会生活中起着不容忽视的重要作用。

随着中国进一步对外开放和经济的全球化，国外企业在华的经济活动也日益增加，大量外国商品涌入国内市场。

同时，国内商品也出口到世界各地。

在这一过程中，人们开始逐渐感受到商标在刺激消费、开拓市场、法律保护等方面的重要性，也意识到商标翻译中存在的困难和问题。

做好商标翻译不仅需要掌握语言学、翻译学方面的知识，还需要广泛涉猎市场营销学、心理学、美学、跨文化交际学、广告学等诸多领域。

对于译者，恰当得体的商标翻译是一个不小的挑战。

考虑到商标翻译研究的紧迫性和重要性，本文通过对大量英汉商标的分析，探讨了英汉商标翻译的理论基础及其在实践中的运用，并就存在的问题提出了一些建议。

要想做好英汉商标翻译，首先必须了解英汉商标的基本知识，文章首先介绍了商标的基本常识，如商标的定义和功能等，并结合英汉商标实例分析了英汉商标的构词理据和应遵循的基本原则。

商标的翻译必须符合目标市场的文化特征，如宗教信仰、风土人情、价值观念、传统习惯等。

论文在第三章中结合若干英汉商标实例,探讨英汉文化差异在商标中的折射，并从价值观念、社会发展、宗教信仰和词语的联想意义等方面探讨文化对商标翻译的影响，为英汉商标互译提供了参考。

商标翻译必须在一定的翻译理论指导下进行。

文章以尤金·奈达的“功能对等”理论作为商标翻译必须遵循的基本原则。

尤金·奈达是西方翻译理论界的代表，他的“功能对等”理论对中国译者有重大影响及指导意义。

他认为翻译是在译入语中用最切近，最自然的对等语再现原语的信息。

本文在“功能对等”理论指导及大量英汉商标实例分析的基础上，总结出以下常用基本翻译方法：（1）音译；（2）直译；（3）直译和音译相结合；（4）调整法。

最新英语专业全英原创毕业论文，都是近期写作1 视角转换理论在英文电影字幕中汉译的应用2 应用多媒体资源提高英语新闻听力3 美国价值观在电影《当幸福来敲门》中的体现4 论例句在中学英语课堂中的应用5 对《最蓝的眼睛》黑人的悲剧命运的分析6 从中英文动物词汇看中西方文化差异7 小学英语课堂教学氛围调查研究8 澳大利亚英语词汇和澳大利亚文化9 对《看得见风景的房间》的象征主义解读10 言语行为理论视角下的商务索赔信函话语分析11 听力方法对初中英语学习的影响12 中美商务接待文化差异13 中美时间观差异对跨文化交际的影响14 埃德加•爱伦•坡作品中的哥特风格分析15 英汉思维模式差异的对比研究16 女权主义及其对英语语言中性别歧视的影响17 The Growth of Humphrey Weyden in The Sea Wolf18 《抽彩》和《蝇王》的艺术魅力比较19 《麦田里的守望者》的原型分析20 英汉味觉隐喻的对比研究21 功能对等视角下汉语广告的英译策略22 On cultural differences between China and America from the film The Treatment (Gua Sha)23 对《觉醒》的女权主义解读24 中学生英语互助学习研究25 论《教授的房子》中圣彼得教授对自我的追求26 从心理学角度看哈克贝利.费恩的性格27 从电影《弱点》看美国的家庭教育28 爱德华•摩根•福斯特《看得见风景的房间》的人文主义解读29 合作原则在动画中的应用30 析《小妇人》中的超验主义31 企业文化对其竞争力的影响32 试析爱丽丝沃克作品中的女性主义观点——以《紫色》为例33 An Analysis of Middlemarch from the Perspective of Ethics34 中学英语教学到大学英语教学衔接问题研究35 《洛丽塔》—时间的悲剧36 论《序曲》反映的威廉•华兹华斯的辩证想象观37 中英征婚广告对比分析研究38 英语多义词习得的实证研究39 The Influence of Bob Dylan and His Works on American Social Movements40 浅析中世纪欧洲基督教婚姻伦理观41 The Glossology and Translation of Rhetorical Devices of Harry Potter42 浅析欧•亨利短篇小说中的写作风格43 论汉语四字格的英译44 关于苔丝和海丝特的悲剧对比分析45 论《失乐园》中撒旦形象的矛盾性46 中美大学创业教育的比较和启示47 从《红字》看霍桑的道德思想观48 超越和世俗——对《月亮和六便士》中Strickland和Stroeve的对比分析49 The Analysis of Cultural Differences between Chinese and English Animal Idioms50 从《外婆的日用家当》看美国黑人的文化价值观51 家庭环境对孩子成长的影响－－以《我弥留之际》中三个儿子的悲剧为例52 初中生英语自主学习能力培养的研究53 《老人与海》中的存在主义分析54 林肯话语中幽默特征的分析55 汉英翻译中文化传递的可接受度56 《苔丝》中的女性与自然57 从《狼改变美国》看人的狼性生存法则58 An Analysis of Conflict Images in Invisible Man59 中西方酒店文化比较与探讨60 英汉基本姿势动词（立、坐、躺）的语义实证比较研究61 从四个主要人物的叙述结构来分析《蝇王》的主题意义62 非言语交际对演讲的影响63 从《喜福会》中西文化的冲突与融合中看身份的寻求64 房地产广告的英译研究65 沃尔玛策略研究66 初中英语语法教学之我见67 A Comparison of the English Color Terms68 英汉感谢语的文化差异对比研究69 从新历史主义视角解读杰罗姆•大卫•塞林格《麦田里的守望者》70 浅谈我国服装行业的网络营销71 浅析英语新闻标题的语言特征72 浅析网络字幕组运作下的美剧翻译特点73 路易斯——现实世界在非现实世界的投影——解读《夜访吸血鬼》的现代性74 浅析希腊罗马文化对英语词汇的影响75 从《道连•格雷的画像》透析王尔德的艺术人生观76 非英语专业大学生英语学习动机调查77 乌托邦和老子道家思想的比较研究78 英汉基本颜色词的文化内涵对比及其翻译79 论政治文本翻译中的译者主体性80 论叶芝政治诗歌中对爱尔兰民族主义的矛盾性态度81 论小学英语教学中的词汇教学策略82 《嘉莉妹妹》中嘉莉的女性主义形象分析83 《嘉莉妹妹》时代背景下女性的地位84 浅谈在华跨国公司的本土化策略85 论乔治·奥威尔《》中的极权政治86 跨文化视角下中西方礼貌用语的差异87 英汉色彩词的语用对比研究88 中国皮钦语的产生和发展89 《宠儿》中塞丝的性格特征分析90 从目的论角度研究法国香水网络广告语的汉译本的语言特征91 从文化角度看英语习语的翻译92 星巴克营销策略研究93 从生态批评论梭罗《瓦尔登湖》中对工业化的思考94 探究哈利波特的英雄成长之路95 中美文化差异对其商务谈判的影响96 论旅游广告的显影性97 初中英语词汇教学的有效方法98 中英动物习语的文化内涵及其差异99 广告英语修辞特点及其翻译100 Who Was to Blame:The Influence of Community on Pecola101 英汉谚语特征对比分析102 自我效能感对大学生英语学习的影响103 On the Pursuit of Ideal Home in Cold Mountain104 英汉动物习语内涵意义的文化差异105 Application of Cooperative Learning to English Reading Instruction in Middle School 106 Naturalism in Sister Carrie107 功能对等理论视域下的商标名称汉译108 浅析短篇小说《我不再爱你》的荒诞性109 以女性主义视角分析《教父》中的人物形象110 中美饮食文化实体行为与非实体行为的民族差异111 时政词语翻译原则与难点112 翻译中的性别－－《简•爱》几个中译本的女性主义解读113 论广告英语的人际沟通功能114 从“绯闻女孩”与“我的青春谁做主”中浅析中美青年婚姻爱情观的异同115 英汉广告文化和翻译116 对《嘉莉妹妹》中摇椅意象的解读117 《老友记》中的对话分析118 The Gothic Beauty and Spiritual Essence of Allan Poe’s Short Stories119 论英语演讲开场的决定性因素和相关策略120 从《绝望主妇》看美国人的婚姻观121 从文化差异角度研究英文新闻标题翻译的策略122 A Study on Chinglish of EFL Learners in Junior High Schools in China123 从《纯真年代》中的女性角色看伊迪斯•华顿的女性意识124 英汉“悲”、“喜”情感隐喻的认知比较研究125 从功能对等的角度分析《红楼梦》中的习语翻译126 从作者夏洛蒂·勃朗特看《简·爱》127 An Analytical Research on the Errors in Junior High Students’ English Writing( )128 语用学理论在经贸英语口译中的应用129 对《德伯家的苔丝》中纯洁一词不同理解的分析130 解析马克•吐温《竞选州长》中的幽默讽刺艺术131 A Comparison of Chinese and Western Taboos of Social Communication132 茶文化交流用语的翻译：理论与实践133 礼貌策略在国际商务谈判中的运用134 从电视剧《绝望主妇》看委婉语的交际功能135 论《看不见的人》的主人公的心理成长历程136 英语指示词This和That的功能研究137 论海明威在小说《太阳照样升起》中的象征意义138 探讨英语翻译教学中的问题及改进139 A Journey through Harsh Reality: Reflections on Gulliver’s Travels140 从顺应理论的角度对广告翻译的分析141 中西方节日文化差异研究142 关联理论视角下的新闻翻译143 论《冰与火之歌》中角色视点手法的运用144 浅谈来自《圣经》的英语习语145 《秀拉》中女主人公秀拉的女权主义解读146 马克•吐温和哈克贝利•芬青少年时期的比较研究147 On Cultural Differences in English & Chinese Advertisement Translation148 试析中英婚姻生活差异及其原因149 论了不起的盖茨比的悲剧150 浅析理发师陶德一剧中歌词的妙用151 论英语新闻中的模糊语言152 关联理论关照下文化缺省现象及其翻译应对策略153 《雾都孤儿》中的浪漫主义与现实主义154 场独立－场依存性与第二语言习得155 从接受理论看赛珍珠的《水浒传》翻译156 从《暴风雨》看凯特•肖班的自由派女性主义思想157 浅谈数字翻译中的文化因素158 解析《简爱》的帝国主义意识159 《愤怒的葡萄》中的圣经原型160 《野性的呼唤》中的自然主义161 《道连葛雷的画像》之艺术的道德性162 《傲慢与偏见》中伊丽莎白的性格分析163 从金融危机看美国自由企业制度下的政府调节——浅析“美国政府接管两房”164 浅析哈代主要小说作品中鸟的意象165 唐诗宋词中颜色意象的研究及其翻译166 A Comparison Between the Novel and Movie of A Clockwork Orange167 从语言学角度探析新词168 从文化视角下看中美家庭教育的差异169 模因论视角下的公司名称翻译170 《圣经》对英语习语的影响171 埃德加爱伦坡恐怖小说中的重复172 《格列佛游记》对理性的反思与批判173 中式菜肴名称的语言特点及其英译174 电影《少年派的奇幻漂流》中的隐喻分析175 从跨文化传播角度论中国饮食文化资料的英译176 《二十二条军规》中关于军规的控制及反控制177 雌雄同体：《奥兰多》中时代精神的体现178 英语汉源借词研究179 从《荆棘鸟》中三个女性形象解读女性主义发展180 Difference in Chinese and Western modes of Thinking and Its Influence on College English Writing181182 论科技英语翻译中美学原则的运用183 On Wisdom of Tao in Tao De Jing and the Subjectivity of Translator－－Based upon Translations of Wu（无）and You（有）184 原罪论与赎罪观对西方文化的影响185 论《喧哗与躁动》中的女性形象186 从礼貌原则的角度对比英汉女性称谓语187 Eco-Critical Reading of The Call of the Wild188 翻译的对等性研究及其应用189 英语广告的语言特点及翻译方法190 从《到灯塔去》中莉丽•布里斯科的性格发展看维吉妮亚•伍尔夫的双性同体理论191 从功能对等角度看公示语的翻译192 试析《伊坦弗洛美》中细娜的药品与乡村生活的不和谐性193 论中美广告中所反映的文化价值观差异194 哥特小说中的反天主教分析：《隐士》个案研究195 《白鲸》的象征意义和悲剧内涵分析196 中西问候语差异对比197 《小妇人》的女性意识解读198 Study on the Basic Principles of Legal English Translation199 从电影《当幸福来敲门》分析中美价值观。

Overseas English 海外英语 Overseas English 海 外 英 语ISSN 1009-5039zwwh@ 2011 年 2 月 Tel:+86-551-5690811 5690812从功能派翻译理论看商标的零翻译张梦雅（合肥师范学院 大学英语教学部，安徽 合肥 230061 ）摘要：随着经济全球化的发展，国际贸易已成为各国经济发展不可或缺的组成部分。

商标作为外国企业和产品的形象代表，其译名 能否在保留本土文化的基础上有效迎合中国消费者的心理对商品销售的成功与否有着举足轻重的作用。

零翻译作为一种采用源语 语言符号的逆向翻译策略，能最大限度的保留原作精髓。

以德国功能派翻译理论为指导，从翻译的需求和目的出发，探索商标翻译 中零翻译方法的使用策略及译名质量评价方法，并辅助译者翻译出既可传递商品神韵又能兼顾消费者文化习惯的译名。

关键词：商标；商标零翻译；功能派翻译理论；商标翻译；评价标准 中图分类号：H315.9 文献标识码：A 文章编号：1009-5039(2011)02-0152-02Zero Translation of Brand Names: A Functionalist Perspective ZHANG Meng-ya (College English Teaching Department of Hefei Normal University, Hefei 230601, China) Abstract: With the globalization of economy, international business has become more and more important in world economy. As the representative of foreign enterprises and products, translation of brand names plays a crucial part in not only keeping the original cultures but also in catering for Chinese consumers. As a converse translation strategy, zero translation can preserve the original soul furthest. It takes German functionalist translation theory as guidance and starts from translation needs and aims. It explores the strategies of zero translation and its quality evaluation as well as helps translators produce the translation which can express the spirit of commodities and give attention to consumers' cultural habits. Key words: brand name; brand zero translation; functionalist translation theory; brand name translation; evaluation standard随着经济全球化的发展， 商标翻 译 作 为 翻 译 中 不 可 缺 少 的部分，其重要性与日俱增。

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功能对等理论视角下商标名称的翻译研究Translation Strategies of Brand Name from the Perspective of FunctionalEquivalenceAbstractBrand name is important for the success of a product. A good brand name can bring endless profits and a bad one can only lead to the collapse of the manufacturer. In a time where international trade and exchange are more and more frequent, and international competitions are more and more vehement. An entrepreneur that struggles to make profits must be care of the brand name translation. With the brand name gaining its weight in the international trade, the study of translation of the brand name also becomes a major concern of the theorist and translation practitioners.The study of the translation of brand name in this thesis is made under the light of functional equivalence theory proposed by Nida. This is because that one of the major function of brand name is to persuade the consumers to trust the high quality of the product and take actions. This is in line with the essence of the functional equivalence theory, which take the relationship between the consumer and the translation. This thesis will discuss the basic rules and principle of brand names and then analyze the translation methods of brand names in the light of functional equivalence theory and finally some sound conclusions are drawn. The findings show that the translation of brand names should take the functions of the brand name into consideration and combines with functional equivalence theory so that an ideal translation can be obtained.Key words: brand name, translation, functional equivalence摘要商标名称对一个产品的成功至关重要。

商标翻译中的文化差异及翻译原则
在商标中文翻译中，常常存在文化差异问题。

因为不同的语言和文化
背景会对相同的词或表达方式有不同的理解和感知。

以下是一些常见的文化差异和相关翻译原则：
1. 字面意义 vs. 文化内涵：一些商标可能在源语言中具有特定的意
义或内涵，但在目标语言中可能没有相同的文化背景或语言特点。

翻译时，需要考虑如何保留品牌的核心含义，同时符合目标语言的语言和文化习惯。

2. 音译 vs. 翻译：对于一些品牌名或商标名，可能会选择音译而非
直接翻译。

音译意味着保留原名在目标语言中的发音，而不考虑其字面意义。

这种方法常用于国际品牌，以保持其在全球范围内的一致性和可辨识度。

3.简化或修改：在翻译商标时，有时需要简化或修改原名字以适应目
标语言的语法、发音或文化习俗。

这样可以确保商标在目标市场中更容易
接受和理解。

4.地域适应性：商标翻译还需要考虑目标市场的地域适应性。

有些商
标可能具有负面含义或与当地文化不符，需要进行调整或重新命名。

总而言之，商标中文翻译需要综合考虑语言、文化、市场和法律等多
个因素。

准确传达品牌的核心含义，并适应目标市场的语言和文化习俗，
是一个成功的商标翻译所应遵循的原则。

摘要商标名称是指商标中可以用语言称呼的部分，是产品的标记，是产品形象的重要内容之一。

本文从商标名称的相关知识入手，介绍了商标名称的概念、特征及功能。

商标名称是一种文化现象，我们在商标名称翻译时需要注意它的可行性，以奈达的”功能对等”理论作为商标名称翻译的基本原则及翻译的方法，这是一种可行的方法。

商标名称具有特有的文化特点，与文化有着密切联系，我们需要从不同国家的特性、习俗和习惯、语义联想等不同角度分析商标名称翻译过程中的文化障碍。

尽管在商标名称互译中存在文化障碍，但它们并不是不可以跨越的。

译者应灵活运用具体的翻译方法，跨越文化障碍，力求达到功能对等和最佳翻译效果。

关键词：功能对等；商标；翻译AbstractA brand name is the part of brand that can be vocalized, and the sign of a product. This paper starts with the information of brand names to introduce the definition, characteristics and the functions of brand names. The brand name is a phenomenon of culture. We should pay more attention to the possibil ity of brand name translation, and take the Nada’s “Functional Equivalence” as a cardinal principle and methods employed in brand name translation，this is a viable way. Brand names possess peculiar cultural characteristics and have intimate relation with culture，then we need analyze the cultural barriers of the brand name translation from different national traits, different customs and habits, different semantic associative. Although there are cultural barriers in the brand name translation, we can still overcome them. Translators should use the techniques flexibly so as to overcome the cultural barriers in brand name translation and try to translate brand names perfectly.Key words: functional equivalence; brand name; translationContents摘要 (i)A b s t r a c t...........................................................................i i I n t r o d u c t i o n (1)C hapt er 1 Overvi ew of Brand Nam es (2)1.1 Definition of Brand Names (2)1.2 Formation of Brand Names (2)1.2.1P r o p e r N a m e s (3)1.2.2C o m m o n Wo r d s (3)1.2.3C o i n e d Wo rd s (4)1.3 Characteristics of Brand Names (5)1.3.1B r e v i t y (5)1.3.2E l e g a n c e (6)1.3.3O r i g i n a l i t y (7)1.4 Functions of Brand Names (7)1.4.1In fo rm at i v e Fun c t i o n (8)1.4.2A e s t h e t i c F u n c t i o n (8)1.4.3E v o c a t i v e F u n c t i o n (10)Chapter 2 Functional Equivalence Theory and Brand NameTranslation (12)2.1 Funct i onal Equi val ence (12)2.2 Consideration of Factors in Brand Name Translation (13)2.2.1C o ns um e r P s yc h o l o g y (13)2.2.2 Cult ural Fact ors (14)2.2.3A e s t h e t i c Fa c t o r s (16)2.3 Application of Functional Equivalence in Brand Name Translation (16)2.3.1 Equivalence of Informative Function (16)2.3.2 Equivalence of Aesthetic Function (17)2.3.3 Equivalence of Evocative Function (18)Chapter 3 Methods Employed in Brand Name Translation (20)3.1 Li t er al Trans l a t i on (20)3.2Tr a n s l i t e r a t i o n (21)3.3 Combination of Literal Translation and Transliteration (23)3.4C r e a t i v e Tr a n s l a t i o n (24)3.4.1 Addition or Deletion (24)3.4.2B l e n d i n g (25)3.4.3A c r o n y m (26)3.4.4P u r p o s i v e M i s s p e l l i n g (26)C o n c l u s i o n (27)B i b l i o g r a p h y (28)AcknowledgementsIntroductionA brand name is a sign representing cultural characteristics of different nations, societies and times. It serves not only its expected functions of communication; it is also employed in a symbolic manner to identify a brand and its cultural origin. Today, well-known brand names have become cultural icons, and enjoy powerful advantages in the fierce competition. Brand names, as part of language, reflect the features of a certain nation, including the historical and cultural background, their attitudes towards life, and their life style and thinking pattern.Brand name translation is influenced by cultural elements which differentiate it from general translation. Brand name translation is of significance in the competitive market. Brand names mirror the culture of different countries, so cultural elements must not be ignored in the translating process. At present, with economic development and increasing international contact, the exchanges between different countries become more and more frequent. And trade surplus becomes an important part of our national economy. Proper translation of brand names also becomes more and more important so as to promote the sales of goods and cultivate foreign markets.Chapter 1Overview of Brand Names1.1 Definition of Brand NamesA brand name refers to a specific name employed by a corporation to identify uniquely a product or its manufacturer, or a service and its provider. （Li Guisheng，1996）It is quite often used interchangeably within “brand name”, although it is more correctly used to specifically denote written or spoken linguistic elements of any product. A legally protected brand name is called a proprietary name. A powerful brand name embodies a unique set of values and hence personality. A successfully designed brand name can bring about enormous value in a real sense, which is invisible wealth of a company. Therefore, brand name is of more and more importance in “global village” and the right and suitable meaning of a brand can be an enduring advantage.1.2 Formation of Brand NamesFrom the perspective of the linguistic structures, brand names can be mainly divided into proper name brand names, the common word brand names and the coined word brand names.(He Chuansheng,1997) However, there are some similarities and differences in the formation of Chinese and English cosmetic brand names.1.2.1 Proper NamesUsing a proper name especially a person’s name can create a sense of amicability between the product and the consumers. A good name will inspire the consumers to think about the image under that name. Take some brand names for example, “Charlie” in English has the long-standing image of being a confident but warm little girl; “大宝”in Chinese is an adorable nickname for a male who is the family members’ darling. When personal names are used as brand names, distance between the commodities and the consumers could be shortened while the sense of intimacy could be established. In such a delightful and cheerful state, consumers would be inspired to be better informed about the products, if interested and satisfied, they will purchase. Thus, a very successful sale could be fulfilled as the brand name fully performs its fundamental function.1.2.2 Common WordsCommon words will add more amicability and friendliness in the products and names provide the denominators and translators more choices. Usually, the common words used in Chinese and English brand names include adjective and noun.The brand names formed by common nouns have symbolic and metaphor functions. Products with these names possess the characteristics of these words or objects, for example, “Ivory” can make you skin smooth and white. The cosmetic brand names formed by adjectives or adjective plus noun can show a very direct description of the main characters of the product.1.2.3 Coined WordsWhen certain qualities, characteristics and functions are taken into consideration, coined words can be created. Since they are coined, they are unique and novel as there is not much possibility that another similar one will appear. Many English brand names are created by means of lexical methods, such as shortening, compounding, blending, affixation, etc while the Chinese brand names tend to use word group.Shortening is the simplified form of the original words. For example, “SR”, a brand name of toothpaste, is formed by acronym, that is, to use the initials of the ingredients of the product (Sodium, Ricinoleate).Compounding is a popular and crucial way of forming English and Chinese cosmetic brand names. By compounding, two or more words are together to show the feature, quality and function of the product, so compound brand names can illustrate the characteristics of the products from multi-perspectives. Examples are:“Body Flower” stresses its function of making the body full of the fragrance of flowers.“Head & Shoulders” stresses its function of moistening the hair and making it soft and easy to comb.Different from English, Chinese is the ideograph language. So word groups can be formed by putting characters together. Usually, certain words have good connotations are frequently used.Names of plants and animals are often used as brand names. Chinese cosmetic brand names have a preference of the pretty images of some of them which can arouse the interest and bring good association, such as“蜂花”(cosmetic),“紫罗兰” (cosmetic)and “佰草集” (cosmetic).The above-mentioned have attached great importance to the point that they are pure, natural and environmentally safe products by using the raw material from the outside world and the consumers can get the essence of the flowers and herbal extract by using them.1.3 Characteristics of Brand NamesA brand name is the name of a product, which is a mark or a symbol that can be used to define a certain product. The goal of a brand name should aim at setting up a good image in the market, arousing consumers’ favorable association and purchasing desire. Thus the language used in brand names must have some features of its own.1.3.1 BrevityBrevity is a basic requirement of a good brand name, which means brand names should concise in spellings and pronunciations to make them eye-catching and easy to remember. According to an investigation, Chinese brand names consist of mainly two or three characters, and 70% of them (including Chinese versions of foreign ones) are two-character construction, 29% are three-character construction, only about 1% are more than five characters. Name a few as examples, “立白”(washing powder), “碧浪” (washing powder), “汰渍” (washing powder), “雕牌” (washing powder), “奥妙” (washing powder), “海尔”(electric appliance), “双星”(sports product).Whereas most English brand names are made up of one to four syllables on most occasions. Brand names such as “Benz” and “Ford”(cars) consist of one syll able; Brand names like “Sony”(electric appliance) and “Kodak”(film) are composed of two syllables; those like “Accustom”(watch) and “Adidas”(clothing) are made up of three syllables; “Electrolux”(appliance) comprises four syllables. In addition, most of these syllables consist of sonorous vowels and consonants with less friction, making the brand name easy to pronounce and remember.1.3.2 EleganceAs far as elegance is concerned, it means that both brand names and their rendered versions should have favorable association but avoid unpleasant connotation that may offend customers to arouse consumers’ purchasing desire. For example, the Chinese version “金利来” for the English brand name “Goldlion” is better than “金狮”, for “金利来” not only presents consumers the good quality of the tie but indicates the profit or good luck it can bring. While on the other hand, brand names such as “交际花”, “舞女” are forbidden to register in our country according to our Interim Regulations of Brand Name Registration because of their vulgar tastes.1.3.3 OriginalityA brand name should be as novel and unconventional as possible in wording, pronunciation, meaning and other aspects, so as to arouse the interest of the consumers and leave a deep impression on them.There are a variety of methods that can be used to achieve this effect. Word formation such as abbreviation, initials, numbers, and parallelism is one way to create originality. The brand name “TCL”(TV set) is special and new in home-made TV sets. Appealing sound is another way to obtain this effect. “Yahoo” and its Chinese version “雅虎” have a very peculiar and strong phonological effect and thus cause a pleasant psycho-acoustic impact on its hearers. Still unusually combination of common words, or coined words in Engl ish brand names, such as “7-up”(beverage), “0M0” (powder) and so on, leave a fresh yet deep impression on costumers because of their unique form and pronunciation.1.4 Functions of Brand NamesThe brand name is intended to appeal to the target consumers favorable meaning so as to spread ideas or information about persuade symbolic, or convince consumers. The basic functions of brand with pleasant sound and the products that will names are informative, evocative and aesthetic.1.4.1 Informative FunctionIt is well known that high-information is an important value of advertisement, to say nothing of its core, brand name. Brand name should firstly be informative to provide the consumers with information about the uses, characters, values and the target consumers.For example, brand names such as “Benz” (car), “Mary Kay” (cosmetics), “蒙牛”(milk)，“张小泉”(scissors)，“青岛”(beer) provide consumers with product makers, materials and producing areas. Those like “Microsoft” (computer), “H20” (cosmetics), “立白” (washing p owder), “舒肤佳”(soap) provide us with the information about basic uses of products. Brand names such as “钻石”(watch) imply the characteristics and the value of the products. Brand names can also indicate who the potential consumers are, such as “兰贵人”(cosmetic s), “劲霸”(apparel), “淑女屋”(apparel), etc.1.4.2 Aesthetic FunctionIn order to appeal to consumers, a good brand name should also have an aesthetic effect on them. Information alone supplied by brand names is far from enough to attract consumers and they should also bring consumers pleasant feelings, which can be manifested in the following three aspects — sound, form and meaning.To begin with, sound is not only an indispensable element of a brand name, but also an essential way to attract consumers, i.e. a means of accomplishing advertising effect. So on TV advertisements, brand names are always articulated. Brand names with beautiful sound are preferred by consumers as well as brand name designers. For example, “Kodak” (camera) simulates the sound when we push the shutter of a camera, while “Pepsi” reminds us of the sudden sound “si-” when we open up a bottle of soda drink and “Coca-Cola” is rhythmic and harmonious, easily pronounced and remembered.Then, form is closely related with psychology, and could arouse consumers’ psychological and visual reaction. A brand name with aesthetic features in form is more outstanding. For instance, “S” reminds people of lady’s curvilinear figure. That’s why many femalearticles are named with “S” added, such as, “Aeress” (underwear), “Finess” (cosmetics), “Simples” (cosmetics), etc.Last but not least, semantic aesthetics should also be taken into consideration. Favorite Chinese characters in brand names include “诚”（honesty）, “梦”（dream）, “爱”（love）, “美”（beauty）etc. It is the same case with “淑女屋”(apparel), which attracts girls who desire to be gentlewomen.1.4.3 Evocative FunctionA brand name has evocative function, which means the brand names must interest consumers and stimulate them to make a purchase. According to Newmark, a typical example of evocative texts is advertisement. As the essential part of the advertisement, the brand name has the evocative as its basic function, which is based on its informative and aesthetic functions.In order to realize its evocative function, many brand names tend to choose words with favorable meanings. They offer consumers a kind of aesthetic feeling and arouse their purchasing desire. It turns out that brand names with exotic flavor can arouse peop le’s interest and persuade them to give it a try. For instance, the “Safeguard” (soap) implies that the soap can protect your skin and you more beautiful. And the Chinese brand name “皇冠”(automobile), which means crown, hints the quality of being superior and noble. Such kind of brand names will certainly appeal to consumers and result in their purchasing.Brand names can also succeed in persuading people by catering to their psychological needs. Brand names with romantic connotation can always attract the young customers and stir their enthusiasm of making a purchase. That’s why most costume brand names are common words full of imaginary or romantic connotation so as to meet the purchasing psychology of those young ladies and thus catch their attention. “Kis s-Me” (lipstick) is a call of love and “Youngor” (clothing) tells you that you will be younger than before if you are wearing this kind of clothes. “旺旺”(food) exactly expresses people’s best wishes of being healthy, wealthy and outstanding.B.A Thesis Chapter 2 Functional Equivalence Theory and Brand Name TranslationChapter 2Functional Equivalence Theory and Brand NameTranslation2.1 Functional EquivalenceTranslation equivalence is one of the central topics of translation research. Realizing that no translation is able to attain complete equivalence to the original, Nida advocates the idea of “functional equivalence”. According to Eugene A. Nida, a minimal, realistic definition of functional equivalence could be stated as “the reade rs 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” (1993:118).In addition, a maximal, ideal definition could be stated as “the readers of a translated text should be able to understand and appreciate it in essentially the same manner as the original readers did” (1993:118). However, this maximal level of equivalence is rarely achieved in practice. In fact the idea “equivalence” is appro ached on the basis of degrees of closeness from minimal to maximal effectiveness.To put it more specific, a minimal adequacy of translation is that the target readers can conceive of how the source readers must have understood and appreciated the source text; a maximal adequacy of translation might be that the target readers can understand and appreciate the translated text in essentially the same manner as the source readers understand and appreciate the source text. Nida suggests that when literal translation fails to attain satisfactory equivalence, adjustments in form are necessary (1993:125).Furthermore, in order to produce functionally equivalent translation, he proposes “the great the differences in the source and target cultures, the greater the need for adjustments; the greater the differences between the source and target languages, the greater the need for adjustments” (1993:129).2.2 Consideration of Factors in Brand Name Translation2.2.1 Consumer PsychologyConsumer psychology in a narrow sense refers to the mental state of a consumer and in a broad sense; it means the science of consumer psychology. It can be defined as “the mental or psychological activities of consumers in their realization, adjustment, and control of purchasing and consuming actions according to their own needs and abilities under the influence of the general social environment of consumption andeconomy”.(Gu Wenjun, 2002: 7)The majority of consumers are the intended reactors of marketing activities. Brand name translation, an indispensable procurer of such activities, is consumer-oriented. Consumers in the target market play the roles as the reader, the addressee, and eventually the reactor of a translated brand name. And the translator of a brand name can be regarded as a target-market brand name producer expressing a source-market brand name producer’s intentions.Information about the target-text addressee is of crucial importance for the translator of the brand name, and the goal of sales promotion is to stimulate immediate consumer purchasing. Therefore, the translator should enable a brand name to attract the attention, to arouse the curiosity and interest of the consumers, to satisfy their psychological needs and further stimulate their motives to purchase the particular commodity.2.2.2 Cultural FactorsCulture has its certain underlying characteristics which can be associated with brand names. Culture exists to satisfy the needs of the people within a society. It offers order, direction and guidance in all phases of human problem solving by providing “tried-and-true” methods of satisfying physiological, personal, and social needs.（Jiang Lei，2003）For example, culture provides standards and “rules” about when to eat, where to eat, and what is appropriate to eat for breakfast, lunch, dinner, and snacks, and what to present your parent and the aged. Soft-drink companies would suggest that the consumers should choose their products containing more vitamins and minerals since health is the first priority in modern society. In china, we used to have porridge or soy bean milk for breakfast. So, the manufacturer would produce the household mixer w hose slogan might be “soy bean milk is your best choice”.Besides company image strategies, many well-known brands spotlight their cultural connotation. They emphasize what they sell is not a product, but a certain culture, a national spirit. In this regar d, “Haier” means aiming higher and being sincere. So, cultural meaning can move from the culturally constituted world to consumer goods and from there to the individual consumer by means of various consumption-related vehicles, including brand names of course.Since culture is considered as the totality of beliefs and practices of a society, nothing is more important and effective than language through which the beliefs are expressed and transmitted and by which the cultures are conveyed and transferred. It is believed that where there is language, there is culture hidden behind. Language is a kind of institutional culture in some sense. It is not grasped by individuals but shared by a certain society. It is influenced by certain culture and in turn mirrors the culture. Brand names, as part of language, are of no exception. They areinfluenced by culture and in turn reflect culture. Therefore, culture has its underlying characteristics which can be associated with brand names.2.2.3 Aesthetic FactorsAs has been discussed in the first chapter, brand names possess the aesthetic function. In the process of translation, it is vital to reproduce the original aesthetic features of the brand names to the addressees. Brand name translation is demanded to be practical and aesthetic and translators will not only have to reserve the essence of the original brand name but also conform to the aesthetic psychology of consumers. Xu Yuanchong (2006:73) argues that translation is an art to transfer one language into another. His theory regarding to aesthetics in poetry translation goes like this: “beauty in sound, beauty in form and beauty in image”. Consequently, aesthetic factors should be taken into great account in the translation of brand names.2.3 Application of Functional Equivalence in Brand NameTranslationAs Nida’s functional equivalence the equivalent function indicates, an effective translation version should be able to produce or in other words the most proximal function to both the target and the original receptors. A translator must be clear about the functions of the source language, which is the prerequisite for a translator to achieve functional equivalence. Thus, brand name translation should take the functions of original brand name into full consideration in order to achieve functional equivalence.2.3.1 Equivalence of Informative FunctionFirst of all, brand name translation is usually informative. Equivalence in informative function is required. This requires that the renderings must be able to inform people of the functions, characteristics and values of the products as the original brand names do. To achieve the informative requirement, brand name should contain as much information as possible, readable to give the receptors strong impression. Some kinds of brand names inform the consumers of the basic functions of certain products. An English brand name “Goodyear” (tyre), which consists of “good” and “year” (two common words), meaning that if you use this tyre you will be smooth and happy through the whole year because the tyre lasts long in use. And the Chinese translation “固特异” is as good as the original one. “固” implies “lasting long” and “特异”means “extraordinary”. So we can see from the translated name that the life of this tyre will last extraordinarily long. It suggests the function of the tyre.2.3.2 Equivalence of Aesthetic FunctionThe aesthetic function refers to that brand names can provide theaudience with aesthetic feeling. No matter how faithful it is to its original in meaning, any slight failure to aesthetic function may render the name to the state of being rejected by consumers. The renderings should create a sense of beauty either in form or in context to the same or similar extent to the original ones so as to achieve equivalence in aesthetic function. It is of no doubt that a brand name must not only provide information about the product, but also please people and help them to bring aesthetic feeling. Most brand names are carefully selected to perform their aesthetic function, which is mainly realized by creating phonetic beauty, semantic beauty and imaginary beauty. “Coca-Cola” (beverage) is a distinguished example. It is translated to “可口可乐” in Chinese. The version not only imitates alliteration like the original one, but also helps to arouse favorable associations of customers and also consider the phonetic beauty.2.3.3 Equivalence of Vocative FunctionS imply speaking, the vocative function means that brand name can arouse people’s interest and persuade them to make purchases.Brand name translation should not only inform people of the value of products, but also cater to the customers’ psychological need to achieve equivalence in vocative function. One example is “Mr. Muscle” (a detergent brand name). If it is translated as “肌肉先生”，Chinese people are likely to associate it with a person who merely has a simple brain and strong limbs without intelligence. Of course, such a translated version in Chinese will attract few people’s interest and its vocative function would be impossib le. A revised version of “威猛先生” can fulfill its vocative function of inducing housewives to do some cleaning with this detergent.Besides the above-mentioned equivalence in functions of brand names, a translator must also take into consideration simultaneously such elements as linguistic and cultural factors in order to achieve functional equivalence in brand name translation.Chapter 3Methods Employed in Brand Name Translation As discussed above, the successful observance of the principle of “functional equivalence” in translating source brand names into target ones depends on many factors, among which the most important is the flexible employment of translation techniques in practice. There are four kinds of translation techniques: literal translation, transliteration, combination of literal translation and transliteration and creative translation.3.1 Literal TranslationLiteral translation means translating meanings literally, namely, keeping both the original form and the original sense. It is often used when the brand names can find corresponding expressions in target language. As Chinese and English cultures share many similarities, many brand names can be translated into target language by literal translation, especially those brand names invented after the names of plants, animals, birds or precious things like gem, diamond and gold. （Murphy, 1987）For example, “梅花”(recorder) is translated as “Plum Blossom”; “小天鹅”(washing-machine) as “Little Swan”; “钻石”(watch) as “Diamond”; “金杯”(sports shoes) as “Golden Cup”. Some Brand names which indicate the material, the quality, the usage and the peculiarity of certain products can be translated into English by this technique as well.Literal translation is often adopted in many cases as an effective technique for achieving functional equivalence in translating brand names. Nevertheless, translators must make sure first that versions produced by this technique are acceptable in other culture and are not negative in the target market. And this is of great importance, for we may fail to reproduce the same vocative function of the brand names if we do something opposite. For example, “白翎”(White Fe ather) are well accepted in domestic market; while in American and British market, the product was rejected, because its English rendering White Feather does not meet the psychology of the potential customers. In their culture, to show the white feather is a means of insulting, equivalent to abuse the person for being coward.3.2 TransliterationTransliteration refers to the way of translating brand names by taking the sounds of words instead of their verbal meanings into account. It is frequently used when the brand names created by culture-specific。