目的论视角下英文商标汉译研究Conclusion
The author believes that the English-Chinese translation of trademarks based on Skopostheorie is a unique, informative, aesthetic, and creative translation that helps companies to establish a good image and facilitates the persuasion of customers to purchase, thus promoting the development of the enterprise.By analyzing the characteristics, functions and composition of English brands, the author finds that teleology is a very practical theory for guiding English-Chinese translation of trademarks. First of all, compared with functional equivalence theory, teleology focuses more on target text than on source text, which is very important in the Chinese translation of trademarks. Because the target text here directly affects the customer, it determines the establishment of the company's image in the customer's heart. Second, teleology is a very effective criterion for evaluating trademark translations. Skopostheorie has three rules, namely, the theory of teleology, the coherent rules between discourses, and the coherent rules in discourse. A good trademark usually conforms to these three principles. On the basis of previous studies, the author summarizes the translation principles of three English trademark translations: attribute association principle, cultural consciousness principle and memory principle. In order to successfully translate a trademark, the author suggests that translators use different translation strategies, such as transliteration, literal translation, and creative translation, depending on the situation. For some of the top luxury goods, this is a full transliteration method. For other common trademarks, it is best to translate their meaning. In addition, the author also recommends that translators follow the principle of loyalty and complete the translation task flexibly and carefully. Of course, there are still some shortcomings in this article. The author made some translation attempts under the guidance of Skopostheorie, and the situation is not ideal. Therefore, the author's research on teleology needs to be more detailed.
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