功能對等理論視角下的商標翻譯研究(編輯修改稿)

　

【文章內容簡介】 better than “金獅”, for “金利來” not only presents consumers the good quality of the tie but indicates the profit or good luck it can bring. While on the other hand, brand names such as “交際花”, “舞女” are forbidden to register in our country according to our Interim Regulations of Brand Name Registration because of their vulgar tastes. Originality A brand name should be as novel and unconventional as possible in wording, pronunciation, meaning and other aspects, so as to arouse the interest of the consumers and leave a deep impression on them.There are a variety of methods that can be used to achieve this effect. Word formation such as abbreviation, initials, numbers, and parallelism is one way to create originality. The brand name “TCL”(TV set) is special and new in homemade TV sets. Appealing sound is another way to obtain this effect. “Yahoo” and its Chinese version “雅虎” have a very peculiar and strong phonological effect and thus cause a pleasant psychoacoustic impact on its hearers. Still unusually bination of mon words, or coined words in English brand names, such as “7up” (beverage), “0M0” (powder) and so on, leave a fresh yet deep impression on costumers because of their unique form and pronunciation. Functions of Brand Names The brand name is intended to appeal to the target consumers favorable meaning so as to spread ideas or information about persuade symbolic, or convince consumers. The basic functions of brand with pleasant sound and the products that will names are informative, evocative and aesthetic. Informative FunctionIt is well known that highinformation is an important value of advertisement, to say nothing of its core, brand name. Brand name should firstly be informative to provide the consumers with information about the uses, characters, values and the target consumers.For example, brand names such as “Benz” (car), “Mary Kay” (cosmetics), “蒙牛”(milk)，“張小泉”(scissors)，“青島”(beer) provide consumers with product makers, materials and producing areas. Those like “Microsoft” (puter), “H20” (cosmetics), “立白” (washing powder), “舒膚佳”(soap) provide us with the information about basic uses of products. Brand names such as “鉆石”(watch) imply the characteristics and the value of the products. Brand names can also indicate who the potential consumers are, such as “蘭貴人”(cosmetics), “勁霸”(apparel), “淑女屋”(apparel), etc. Aesthetic Function In order to appeal to consumers, a good brand name should also have an aesthetic effect on them. Information alone supplied by brand names is far from enough to attract consumers and they should also bring consumers pleasant feelings, which can be manifested in the following three aspects — sound, form and meaning. To begin with, sound is not only an indispensable element of a brand name, but also an essential way to attract consumers, . a means of acplishing advertising effect. So on TV advertisements, brand names are always articulated. Brand names with beautiful sound are preferred by consumers as well as brand name designers. For example, “Kodak” (camera) simulates the sound when we push the shutter of a camera, while “Pepsi” reminds us of the sudden sound “si” when we open up a bottle of soda drink and “CocaCola” is rhythmic and harmonious, easily pronounced and remembered. Then, form is closely related with psychology, and could arouse consumers’ psychological and visual reaction. A brand name with aesthetic features in form is more outstanding. For instance, “S” reminds people of lady’s curvilinear figure. That’s why many female articles are named with “S” added, such as, “Aeress” (underwear), “Finess” (cosmetics), “Simples” (cosmetics), etc.Last but not least, semantic aesthetics should also be taken into consideration. Favorite Chinese characters in brand names include “誠”（honesty）, “夢”（dream）, “愛”（love）, “美”（beauty） etc. It is the same case with “淑女屋”(apparel), which attracts girls who desire to be gentlewomen. Evocative Function A brand name has evocative function, which means the brand names must interest consumers and stimulate them to make a purchase. According to Newmark, a typical example of evocative texts is advertisement. As the essential part of the advertisement, the brand name has the evocative as its basic function, which is based on its informative and aesthetic functions.In order to realize its evocative function, many brand names tend to choose words with favorable meanings. They offer consumers a kind of aesthetic feeling and arouse their purchasing desire. It turns out that brand names with exotic flavor can arouse people’s interest and persuade them to give it a try. For instance, the “Safeguard” (soap) implies that the soap can protect your skin and you more beautiful. And the Chinese brand name “皇冠”(automobile), which means crown, hints the quality of being superior and noble. Such kind of brand names will certainly appeal to consumers and result in their purchasing.Brand names can also succeed in persuading people by catering to their psychological needs. Brand names with romantic connotation can always attract the young customers and stir their enthusiasm of making a purchase. That’s why most costume brand names are mon words full of imaginary or romantic connotation so as to meet the purchasing psychology of those young ladies and thus catch their attention. “KissMe” (lipstick) is a call of love and “Youngor” (clothing) tells you that you will be younger than before if you are wearing this kind of clothes. “旺旺”(food) exactly expresses people’s best wishes of being healthy, wealthy and outstanding.Chapter 2 Functional Equivalence Theory and Brand Name Translation Functional EquivalenceTranslation equivalence is one of the central topics of translation research. Realizing that no translation is able to attain plete equivalence to the original, Nida advocates the idea of “functional equivalence”. According to Eugene A. Nida, a minimal,