目的论视角下英语商标的翻译本科生毕业设计论文.doc

毕业设计（论文）说明书 The Translation of English Brand Name on the Perspective of Skopostheorie 目的论视角下英语商标的翻译 The Translation of English Brand Name on the Perspective of Skopostheorie Dai Wei Under the Supervision of Zhang Ruisi Submitted in Partial Fulfillment of the Requirements for the Degree of Bachelor of Arts School of International Studies Hunan Institute of Technology June 2015  Contents Abstract 1 Introduction 2 Chapter 1 Introduction to the Skopostheorie 3 1.1 The Development Process of Skopostheorie 3 1.2 Rules of Skopostheorie 5 Chapter 2 Translation of English Brand Names 8 2.1 Features of English Brand Names 8 2.2 The Necessity of English Brand Name Translation 9 2.2.1 Promote Economic and Social Development 10 2.2.2 Strengthen Cultural Communication 12 2.2.3 Enhance International Competitiveness 13 Chapter 3 The Methods and Principles of English Brand Name Translation 14 3.1 The Principles of English Brand Name Translation 15 3.1.1 The Principle of “Do as the Romans do” 16 3.1.2 The Principle of Association 17 3.1.3 The Principle of Concision 18 3.2 The Methods of English Brand Name Translation 19 3.2.1 Literal Translation 20 3.2.2 Free Translation 21 3.2.3 Transliteration 22 3.2.4 Zero Translation 23 Chapter 4 Some Typical Issues Should Be Noticed in the Process of English Brand Name Translation 24 4.1 Pay Attention to the Diversity of Culture in Different Countries or Regions 25 4.2 Enhance the Aesthetic Taste 26 4.3 Highlight the Product Feature 27 Conclusion 28 Bibliography 29 Acknowledgements 30  The Translation of English Brand Name on the Perspective of Skopostheorie Dai Wei Abstract: Brand is a special language symbol; also it is a favorable instrument when enterprises participate in international competitions. A successful propaganda of brand for enterprises has inestimable effects on marching into the international market and achieving sales targets. On the perspective of Skopostheorie which is one of the core theorie