Abstract
With the rapid development of global economy, there occurs a growing need for trademark translation. Since China’s entry into WTO, more and more Chinese products have been exported abroad , which makes trademark translation studies more popular. Eugene Nida’s functional equivalence theory, which can be widely applied to translating experience focuses on reader’s response during translating. He holds that to achieve the ideal translation, one needs to find the closest natural equivalent of the source language, that is to say, the target reader’s response to the translated version should be basically the same as the original reader’s response to the source version. Based on the theory, this study through analyzing the features, functions of food trademark, comes up with some major strategies in food trademarks translation.
The writer attempts to solve some of the existing problems in food trademark translation and advocates the combination of theory with practice. It begins with the purpose and meaning of this study, followed by some simple description of food trademarks, the translation of food trademarks, functional equivalence theory.
The writer lays more emphasis on the translating strategies of food trademark translation based on functional equivalence theory. On the top of the list is the literal translation. Literal translation is the most commonly used and the easiest method in practice. Following literal translation is transliteration, which is the method to translate the origin language to the target language with similar or the same sound. It is also a very popular translating strategy. The third one is free translation with extensive use. And free translation is the best confirmation of functional equivalence theory. For free translation stresses the culture of target language. Since food trademark translation should show more characteristics of the target language. Mixed translation is another suitable strategy for translating food trademarks in expressing the original meaning of the products comprehensively. The last but not least is creative translation . In today’s society, creative thinking is company’s soft power. Food trademark with creative translation can attract more consumers and realize the business value of trademarks.
Key Words: functional equivalence theory; food trademarks; translating methods
Contents
Abstract
中文摘要
1 Introduction-1
1.1 The purpose and significance of the study-1
1.2 The structure of the study-2
2 A simple description of food trademarks-2
2.1 The definition of food trademarks.-3
2.2 Functions of Food Trademarks-3
2.2.1 Informative function-4
2.2.2 Symbolic Function-4
2.2.3 Evocative Function-4
2.3 The formation of the trademarks-5
2.3.1 Proper nouns-5
2.3.2 Creative words-5
3 The translation of food trademarks-5
3.1 The features in food trademark translation -5
3.1.1 Conformity-6
3.1.2 Succinctness-6
3.1.3 Elegance-6
3.2 Cultural differences in food trademark translation-7
3.2.1 Different national traits-7
3.2.2 Different values-7
3.2.3 Different religions-8
3.3The principles in food trademark translation-8
3.3.1 Respecting the target language-8
3.3.2 Showing characteristics of origin language-8
3.3.3 Meeting consumers’ needs-9
4 Functional Equivalence Theory-9
4.1The definition of Functional Equivalence-9
4.2 Equivalence study on translation-10
4.3 The requirements of Functional Equivalence-11
5 Translating strategies of food trademarks based on Functional Equivalence Theory-12
5.1 Literal translation-12
5.2 Transliteration-12
5.3 Free translation-13
5.4 Mixed translation-13
5.5 Creative translation-13
6 Conclusion-14
6.1 Major findings-14
6.2 Limitations.-15
References-16
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