目的论视域下的英文商标汉译策略—以联合利华产品名称为例.pdfVIP

目的论视域下的英文商标汉译策略— 以联合利华产品名称为例 E—C translation of foreign branch names from the PerspectiVe of Skopos Theory—— on goods of UnileVer 摘要 随着经济全球化的加快进程，企业间的竞争愈演愈烈。而当今企业的竞争其 实就是品牌之间的竞争。一个优秀的品牌能够让新产品容易被消费者接受，从而 取得可观的销售量。其中，商标作为独占性的商业符号，充当着重要的角色。商 标作为消费者了解商品的门面形象，反映出企业的品牌文化和企业价值观。对于 纷纷进驻中国市场的众多国际品牌，其商品名称翻译将会成为其在中国市场占据 一席之地的挑战。而商标翻译是一种带有广告特性的翻译，能够达到宣传产品和 提高销售的目的。本文将试图从翻译目的视角下，结合联合利华产品的商标汉译， 探究英文商标翻译策略，为刺激消费者购买行为并为企业带来巨大的经济效益。 关键词： 目的论；英文商标；汉译策略；联合利华 ABSTRACT With the acceleration of economic globalization, the competition among companies which is the competition among brands currently，is becoming more and more fierce. A good brand enables to make the new products easily accepted by customers, and thus leads into considerable sales for companies. Meanwhile, the brand name play a crucial role, which is the exclusive commercial symbol. As the appearance of the product image, the brand name reflects brand culture and values of the corporations. For a great deal of international brands having entered the Chinese market, their products’ name translation will be challenges, if they want to make profits in the Chinese market. However, the brand name translation is a kind of translation with the characteristics of advertisement with the purpose of promoting products and improving sales. This paper attempts to expore the translation strategies of English brand name translation combining goods of Unilever from the perspective of Skopos Theory, in order to stimulate consumer purchasing behavior and bring huge economic benefits to corporations. Key Words:Skopos Theory;foreign branch names;E—C translation;UnileVer