功能对等理论在品牌名翻译中的有效应用

Effective Application of Functional Equivalence Theory in the Translation of Brand Names

摘要: 伴随国际化发展的是文化的相互融合，国与国之间的交流、合作也逐渐频繁，深谙其中的道理才能使得企业发展如鱼得水。品牌名作为一个企业的标志是非常重要的，品牌名翻译的恰当与否直接关系到企业的成功与否。本文在介绍翻译品牌名时遇到的问题的基础上，在奈达的功能对等理论的指导下提出了一些解决措施，为该篇提供丰富和科学的理论指导，如直译、音译等方法。笔者也希望通过本文的研究能够让企业家重视品牌名的翻译。

Abstract: The result of internationalization brings the mutual integration of cultures, and the exchanges and cooperation between countries are becoming more and more frequent. Only by understanding the truth can enterprises develop like a duck to water. As a symbol of an enterprise, brand name is very important. The translation of brand name plays a vital role in the course of business’ prosperity. So, on the grounds of the problems arising in the process of brand name translation and under the guidance of the Nida’s functional equivalence theory, this paper proposes certain measures. And Nida’s functional equivalence provides abundant and scientific theoretical experience to this paper, such as literal translation, transliteration and so on. The author also hopes that through this study, entrepreneurs can pay attention to the translation of brand names.