Abstract

With the rapid development of economic globalization, more and more foreign products enter into China. Foreign enterprises try their best to build brand image and enlarge the market shares in the fierce market competition. For a new brand, it plays a key role in building brand image for the translation of brand names. Therefore，numerous enterprises pay attention to trademarks’ translation.

Key words: trademark, brand name, translation, skopos

CONTENTS

Abstract

摘要

I. Introduction-1

1.1. The significance of research-1

1.2. Questions of the research-1

1.3. Objectives of the research-1

1.4. Methods of the thesis-2

II. Previous Studies in China-2

Ⅲ. The Details of Teleology-3

3.1. The development-3

3.2. Basic rules-3

3.3. Significance of Teleology-4

Ⅳ. The Principles of Trademarks Translation-4

4.1. Skopos Rule as a Guiding Principle-4

4.2. Consumer-Oriented Principle-4

4.3. Relevance Principle-4

4.3.1 Phonetic relevance-4

4.3.2 Semantic Relevance-5

4.3.3 Functional Relevance-5

4.4 The Aesthetic Principle-5

Ⅴ. Translation Methods-5

5.1 Transliteration-6

5.1.1 Literal Translation-6

5.1.2 Homophonic pun-6

5.2 Abbreviation Translation-6

5.3 Free Translation-6

5.3.1 Pure transliteration-6

5.3.2 Selective Translation-6

5.4 Combination of Transliteration and Free Translation-7

5.5 Zero Translation-7

Ⅵ. Conclusion-7

References-9