The E-C translation of brand names from the perspective of Functional Equivalence Theory开题报告

1. 研究目的与意义

A brand name represents the image of a commodity and means a commitment to the quality of the commodity. A successful brand name not only is unforgettable but also stimulates potential customers to buy the product it stands for. In recent years, brand names, as an essential part of marketing, become valuable assets of an enterprise. All this makes researches on brand names worthwhile.

2. 研究内容和预期目标

This paper is aimed at analyzing the functions of brand names such as informative function, cultural aesthetic function and advertising function from the perspective of Functional Equivalence Theory and comparing different translation methods including literal translation, transliteration and combined translation of sound and meaning to find out the reasons why certain brand translation makes its product stand out while others fail.

3. 国内外研究现状

Researches on the use of sound symbolic names for brands, analyses of various methods and principles of brand name translation as well as the classification of brand names from different perspectives such as conceptual blending theory have already taken overseas during these years.

4. 计划与进度安排

1.introduction

2.functions of brand names

2.1 informative function

5. 参考文献

[1] cheng h. international advertising: realities and myths, china advertising yesterday and today [m]. beverly hills, ca:sage publications,inc.,2000.

[2] hong w q. the cultural lead-in in advertising translation [j]. journal of china three gorges university, 2004, 26(3):81-84.

[3] lefevere, a. translation, rewriting the manipulation of literary fame [m]. london: routledge, 1992.