目的论视角下英语商标的翻译毕业论文(编辑修改稿)

目的论视角下英语商标的翻译毕业论文(编辑修改稿)内容摘要：

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 munication function are equal to the source text. However, in practice, he found that a number of equivalence will never e 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 sourceoriented equivalence, on the basis of behavioral theory and regarding Skopos as the first rule in the process of translation, Skopostheorie was created. 8 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. 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]. The Necessity of English Brand Name Translation With the rise of brand economy and the acceleration of economic globalization, the munication among countries is increasingly frequent. Therefore, panies 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 bees particular important. 9 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 panies. An international wellknown brand is nearly the most important part for a pany to accelerate transformation, to promote the operation model and market operation of panies, and to improve the level of economic market. The development of social economy will be healthier and faster. 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 munication among different countries has a further development. However, people from different cultures found that it is hard to municate with each other not only due to the language barrier but also affected by cultural styles. Therefore, it is difficult for a pany to design a suitable brand. For customers, the first thing they e into contact with is the brand. So the most important thing for panies before their products enter into other countries or regions is to choose a suitable brand that can help their panies get through international market smoothly, gain market share and promote enterprise petitiveness. 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 10 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 munication function are equal to the source text. However, in practice, he found that a number of equivalence will never e 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 sourceoriented equivalence, on the basis of behavioral theory and regarding Skopos as the first rule in the process of translation, Skopostheorie was created. Enhance International Competitiveness Brand with high popularity and good reputation is an important instrument for enterprises, regions, even countries to gain a petitive 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 petitiveness i。