On the Translation of Brand Names From the Perspective of the Functional Equivalence开题报告

1. 研究目的与意义

This thesis aims to analyze the translation of brand name. The publicity of brand name is an important way of selling goods and competition for the international market, but developing brand name has something to do with the entering of the international markets. So the importance of a good brand name translation is self-evident. What#8217;s more, with the China#8217;s entering WTO, the product of importing and exporting strengthen day by day, which has led to the importance of the translation of brand name.

2. 研究内容和预期目标

The thesis intends to give a detailed analysis to the translation of brand name. It adopts some commonly accepted contemporary translational theories. This thesis mainly consists of five parts: introduction( it consists many small parts, the definition of brand name, the classification of brand name, the language feature of brand name, the importance of brand name), the brand name translation theory, the translational approaches, the problems of brand name translation and the conclusion. How many translational approaches of brand name that we often use? What problems that we should care about when it comes to the translation brand name? Does it have some standard?

3. 国内外研究现状

there are some studies about the translation of brand name in western and china. Scholars are more willing to study on the translating approaches. So i want to gather information for my thesis through each possible channel. I chose some books and magazines from library .what i found most was that scholars teach us how to translate brand name. they seldom told us what problems that we may meet when we translate brand name.

4. 计划与进度安排

I Introduction 2. Brand name and brand name translation2.1 definition of brand name 2.2 classification of brand name.3 function of brand name 2.4 significance of brand name translation3 Nida''s functional equivalence theory 4.The translation approaches 4.1.Transliteration 4.2.Literal Translation 4.3 Combination of Transliteration and Literal Translation 4.4.Creative Translation 5. The problems in brand name translation 6. Conclusion

5. 参考文献

(1) Claire Kransch Language and Culture 上海外语出版社 2000 (2) Nida.E.A.amp;Taber,C.R.The theory and Practice of Translation Shanghai: Shanghai Foreign Language Education Press,2004. (3)梦之 翻译新论与实践[M],青岛出版社,1999 (4)郭建中 文化与翻译 北京 中国对外翻译出版公司,2003. (5) 杨蔚 论商标翻译的原则及方法 考试周刊 2011 (6) 袁丹丹 浅谈商标与翻译 现代企业教育 学术理论 2011.12 (7) 金惠康 跨文化交际与翻译[M],中国对外翻译出版公司,2003