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

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1、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—CtranslationofforeignbranchnamesfromthePerspectiVeofSkoposTheory——ongoodsofUnileVer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

2、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ABSTRACTWiththeaccelerationofeconomicglobalization,thecompetitionamongcompanieswhichisthecompetitionamongbrandscurrently，isbecomingm

3、oreandmorefierce.Agoodbrandenablestomakethenewproductseasilyacceptedbycustomers,andthusleadsintoconsiderablesalesforcompanies.Meanwhile,thebrandnameplayacrucialrole,whichistheexclusivecommercialsymbol.Astheappearanceoftheproductimage,thebrandnamereflectsbrandcultureandvaluesofthecorpora

4、tions.ForagreatdealofinternationalbrandshavingenteredtheChinesemarket,theirproducts’nametranslationwillbechallenges,iftheywanttomakeprofitsintheChinesemarket.However,thebrandnametranslationisakindoftranslationwiththecharacteristicsofadvertisementwiththepurposeofpromotingproductsandimpro

5、vingsales.ThispaperattemptstoexporethetranslationstrategiesofEnglishbrandnametranslationcombininggoodsofUnileverfromtheperspectiveofSkoposTheory,inordertostimulateconsumerpurchasingbehaviorandbringhugeeconomicbenefitstocorporations.KeyWords:SkoposTheory;foreignbranchnames;E—Ctranslation

6、;UnileVerCONTENTSChapterOne:Introduction11.1TheBackgroundoftheResearch11.2TheSignificanceoftheResearch11.3TheObjectionoftheResearch11.4TheStructureoftheThesis1ChapterTwo:LiteratureReview22.1OverviewoftheBrandName22.1.1TheDefinitionoftheBrandName32.1.2TheFunctionsofbrandname32.1.2.1Infor

7、mativeFunction32.1.2.2AdvertisingFunction42.1.2.3Aestheticfunction42.2OverviewofResearchonBrandNamesTranslation<#004699'>5ChapterThree:TheoreticalFoundation63.1AnIntroductiontoSkopostheorie63.2Principlesofskopostheory6Chapterfour:AnalysisofE—Ctranslationofforeignbranchnamesfrom